Enjoy’s gadget setup service expands to four more cities
Ron Johnson, the man who made Apple’s retail stores among the most lucrative on the planet, is gradually expanding his anti-store start-up.
Enjoy, which offers free home delivery and an hour of expert setup help on more than 100 tech items, will start operating this summer in Atlanta, Dallas, Houston and Miami, giving Enjoy a presence in eight major U.S. cities, the company announced Monday.
Enjoy launched here last year and soon opened offices in the heart of New York. Los Angeles was added last month and Chicago last week.
Johnson’s Apple Store feat made raising money for Enjoy fairly easy, despite the executive’s dramatic post-Apple flame-out at JC Penney, where his ideas didn’t match the company’s consumer profile. Johnson waited nearly a year before expanding beyond the Bay Area and New York.
“The mistake I made at JC Penney was trying to change things too fast,” Johnson told USA TODAY in March. “So I’m going back to what I learned at Apple, which is that there’s no such thing as an overnight success.”
Enjoy’s first round of $30 mil- lion was raised in fall 2014 from well-known venture capital firms such as Kleiner Perkins Caufield & Byers, Highland Capital Partners and Andreessen Horowitz. It was followed last summer by a $50 million raise from Highland, Kleiner and Oak Investment Partners.
Enjoy’s gadget-expert employees are tasked with quick delivery of items such as drones and electric skateboards, high-margin items that also benefit from hands-on tutorials for new buyers.
Enjoy’s home-delivery model has attracted a range of partners, including AT&T and American Express. The former made the brisk-selling iPhone 6 available to Enjoy last fall, and the latter now offers its customers the ability to redeem rewards gifts via Enjoy.