Inside Laurel Supply, the West Hollywood market…
Forget $20 and change superstar smoothies — LA’s latest luxurious grocer is attempting to show wellness tradition doesn’t have to value fairly that a lot.
Laurel Supply opened last week in West Hollywood, immediately triggering comparisons to Erewhon thanks to its glossy interiors, influencer-friendly aesthetic, extremely curated pantry gadgets and ready meals.
Unlike its notorious rival, Laurel Supply seems to be positioning itself as barely less financially devastating.
People crowd into Laurel Supply at opening on Tuesday, May 12, 2026 in Los Angeles, Calif. Carlin Stiehl for CA Post
Shoppers look through the aisles at Laurel Supply Carlin Stiehl for CA Post
“The experience seems like a good experience here,” one buyer told The California Post while visiting the new market. “There’s definitely some room in here. There’s natural light, it makes it feel like a farmers market.”
Smoothies right here reportedly value between $14 and $16, undercutting some of Erewhon’s viral superstar collabs that usually creep upwards of $20.
One Laurel drink in specific is already drawing comparisons to Hailey Bieber’s beloved Strawberry Glaze Skin smoothie at Erewhon.
“The Heavenly So is the most comparable to the Hailey Bieber smoothie,” Avionna Cipriano told The Post. “It has a lot of similar flavors.”
Avionna Cipriano (left) holds a Heavenly So smoothie next to Cita Salazar (proper), holding a Night Garden smoothie at Laurel Supply Carlin Stiehl for CA Post
Ekaterina Bubnova sips on a strawberry matcha latte at Laurel Supply Carlin Stiehl for CA Post
“I tasted the Hailey Bieber [at erewhon],” Ekaterina Bubnova said. “It was fine, but it wasn’t really good. I really wanted to taste the strawberry matcha here.”
Other buyers said they have been particularly drawn to Laurel Supply because they “were less focused on being cool and more focused on having good ingredients,” Taryn Thompson said. “They are not trying to sell at a high price. Also what drew me in was the wood fire pizza, they mill their own flour.”
The new market comes from the crew behind Laurel Hardware and Laurel Grill, and has rapidly turn out to be the hottest new see-and-be-seen spots in LA.
Inside, buyers will discover blonde wooden shelving, rigorously stacked imported snacks, a sushi counter, a gelato station and a pizza oven setup that is already pulling crowds.
Oh, and it’s just a short stroll from Erewhon’s West Hollywood location…
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