Ron Johnson forayed into e-commerce after his failed stint as J.C. Penney CEO with a new online shopping concept called Enjoy, and the $50 million in funding he just raised for the venture could fuel growth for the innovative experience.
Dubbed the first ever personal commerce platform, Enjoy lets consumers shop for high-end electronics online and have them hand-delivered by an expert who will also help with set up.
So if a customer needs to connect an iPhone to a new Sonos sound system, say, an Enjoy expert can take care of it at any time the buyer deems convenient.
“Since launching in May, we have been thrilled with the high-quality experiences we’ve been able to deliver for our customers, partners and employees,” Johnson said.
Highland Capital Partners led the latest round of funding, bringing total dollars raised for Enjoy to $80 million.
Enjoy joins the ongoing race against Amazon, as Jet.com recently did, but instead of promising lower prices for the same products, the company hopes to reel in consumers seeking a better buying and delivery experience that lets them learn to link and use their new gadgets.
“As devices become more complicated and intertwined, ENJOY’s vision for a revolutionized customer experience represents the next stage in disruptive commerce,” Peter Bell, partner at Highland Capital, said. “ENJOY not only solves a major problem for customers, but offers manufacturers a valuable new channel for meaningful engagement with limited overhead. We’re highly impressed with Ron and team, and look forward to partnering with the company as they continue building the next great brand in personal service.”