Los Angeles’ trendiest grocery store is adding yet another startup to its wellness-focused Lifestyle Collective.

Price.com, the Century City-based shopping platform, announced on Monday it is joining Erewhon Market’s Lifestyle Collective. The program, which is available to Erewhon members, allows users to tap into a growing swath of emerging fringe fitness, beauty and health tech products and services. Price.com will stand alongside luxury spas, organic cotton sheets and full body scans on the app.

“I sold my last company to Google and I wanted to basically focus on giving back as well,” said RJ Jain, the chief executive 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 goal was to help shoppers compare new products to slightly used or refurbished versions online, allowing consumers to save money and shop in a more environment-friendly manner. Over the years, it has partnered with finance brands Visa Inc. and MasterCard Inc., stores like Gap Inc. and its upscale clothing store Banana Republic and over 18,000 restaurants to provide cashback incentives
to users.

It also offers conversational AI built for finding the right product and saving money on goods. So far, it has soft launched that technology in 15 countries.

The company raised $12 million in funding in late September, bringing its total funding to $23 million. The round was led by Waterbridge Capital with additional participation from the likes of TRAC VC and a handful of angel investors.

“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 executive of Other World Computing, said in a statement. “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.”

Building loyalty

Erewhon Markets, the popular luxury grocery store chain, has long been hard at work creating a brand that blends cutting-edge technology with bleeding-edge superfoods. Since 2023, it has been taking its iconic in-store aesthetic online and expanding its reputation of wellness and holistic health beyond the aisles of the grocery store.

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

The company launched the Erewhon app in 2023 to leverage its loyal and frequent customer base, leading to more engagement with the brand. Its Lifestyle Collective operates in a similar model – Erewhon members can tap into a slew of tech-enabled wellness brands, like the Bay Area startup Prenuvo that provides full-body MRI scans. The Lifestyle Collective represents the growing ecosystem that combines nutrition, medicine and lifestyle, an industry that has received $884.2 billion in investment, according to PitchBook.

In 2025, Erewhon made an effort to establish ordering kiosks at the restaurant part of the store. The kiosks offer personalized recommendations to members based on previous shopping habits and allow new customers to explore its food options in-depth.

Not every grocery store has embraced technology quite like Erewhon has. Monrovia-based Trader Joe’s has shied away from e-commerce in an effort to focus on its in-store “treasure hunt” experience, where customers discover new products from a brand they already know. Eschewing e-commerce trends also allows the company to maintain its reputation for maintaining its low prices and greater value.

“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,” said Matt Sloan, a member of the Trader Joe’s marketing team. “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.”