Price.com Joins Erewhon Lifestyle – Los Angeles Enterprise Journal

Los Angeles’ trendiest grocery retailer is including yet one more startup to its wellness-focused Lifestyle Collective.

Price.com, the Century City-based procuring platform, introduced on Monday it’s becoming a member of Erewhon Market’s Lifestyle Collective. The program, which is accessible to Erewhon members, permits customers to faucet right into a rising swath of rising fringe health, health and beauty tech services. Price.com will stand alongside luxurious spas, natural cotton sheets and full physique scans on the app.

“I sold my last company to Google and I wanted to basically focus on giving back as well,” mentioned RJ Jain, the chief govt of Price.com. “This is the kind of thing I’m really excited about – sustainable shopping, helping people save money and helping the planet.”

Founded by Jain in 2016, the objective was to assist customers examine new merchandise to barely used or refurbished variations on-line, permitting shoppers to save cash and store in a extra environment-friendly method. Over the years, it has partnered with finance manufacturers Visa Inc. and MasterCard Inc., shops like Gap Inc. and its upscale clothes retailer Banana Republic and over 18,000 eating places to supply cashback incentives
to customers.

It additionally provides conversational AI constructed for locating the appropriate product and saving cash on items. So far, it has tender launched that know-how in 15 international locations.

The firm raised $12 million in funding in late September, bringing its whole funding to $23 million. The spherical was led by Waterbridge Capital with further participation from the likes of TRAC VC and a handful of angel buyers.

“Price.com combines seasoned leadership with patented technology at the perfect inflection point for retail,” Larry O’Connor, an investor and the founder and chief govt of Other World Computing, mentioned in a press release. “This investment positions the company to capitalize on the transformation AI is driving in shopping. We have strong conviction in Price.com’s ability to reshape how consumers shop and how retailers connect with them, and the early traction already saving consumers millions shows this team is building one of the most important consumer platforms of the AI era.”

Erewhon Markets, the favored luxurious grocery retailer chain, has lengthy been exhausting at work making a model that blends cutting-edge know-how with bleeding-edge superfoods. Since 2023, it has been taking its iconic in-store aesthetic on-line and increasing its repute of wellness and holistic well being past the aisles of the grocery retailer.

“When I moved to Los Angeles, I loved going to Erewhon,” Jain mentioned. “People are obsessed with Erewhon in Los Angeles.”

The firm launched the Erewhon app in 2023 to leverage its loyal and frequent buyer base, resulting in extra engagement with the model. Its Lifestyle Collective operates in an analogous mannequin – Erewhon members can faucet right into a slew of tech-enabled wellness manufacturers, just like the Bay Area startup Prenuvo that gives full-body MRI scans. The Lifestyle Collective represents the rising ecosystem that mixes diet, drugs and life-style, an business that has obtained $884.2 billion in funding, in accordance with PitchBook.

In 2025, Erewhon made an effort to determine ordering kiosks on the restaurant a part of the shop. The kiosks supply customized suggestions to members primarily based on earlier procuring habits and permit new prospects to discover its meals choices in-depth.

Not each grocery retailer has embraced know-how fairly like Erewhon has. Monrovia-based Trader Joe’s has shied away from e-commerce in an effort to deal with its in-store “treasure hunt” expertise, the place prospects uncover new merchandise from a model they already know. Eschewing e-commerce tendencies additionally permits the corporate to take care of its repute for sustaining its low costs and better worth.

“A lot of the entities behind these marketplace changes have framed up those changes as moments of disruptions, and the entities themselves as being the disruptors,” mentioned Matt Sloan, a member of the Trader Joe’s advertising group. “And what I think they’ve really upset is people’s understanding that there are actual costs from each of those things, and all of that work combined, meaning that free shipping doesn’t really exist.”