This is rather long and so very good.
To quote one of the story’s commenters, “This store sounds deeply silly as do its patrons.”
We live nearish the newest location, in Pasadena, but thankfully missed the news - and chaos - of the grand opening. I’m quite happy to have never set foot in any Erewhon store (and have zilch interest in ever doing so).
So easy to mock the absurdity, yet the company does seem to have correctly identified and is gleefully exploiting their targeted consumers.