FreshDirect Goes Physical With Semi-Permanent Hamptons Store
New York-based online grocer FreshDirect has officially entered the world of physical retail with the opening of FreshDirect on Main, a semi-permanent store in Southampton, New York, launched over Memorial Day weekend.
FreshDirect on Main is situated on a busy street in the heart of the East End village, a prime area in the Hamptons, which is known for its affluent summer visitors from New York City.
Open through December, FreshDirect on Main offers a curated selection of fresh, seasonal and locally sourced products, including farm-fresh produce, small-batch cheeses, olive oils and specialty items from regional farms such as Wells Homestead Acres and Deer Run Farms.
The small format is designed to evoke the "charm of a classic farmers market," the retailer said in a media release. The space features wooden pallets, crates and natural textures to showcase local produce, prepared foods, wine and beer.
Blending Retail and Experience
The store also houses a Jack's Stir Brew Coffee counter, serving up signature drinks alongside FreshDirect's own croissants and prepared meals. Early visitors received a limited-edition Hamptons-themed FreshDirect tote bag, while the first 100 customers were gifted a $100 gift card for online orders.
To enhance shopper engagement, FreshDirect on Main will host a variety of experiential activations, including ice cream socials and wine and cheese tastings.
Starting in June, the company will also take over a house in East Hampton to host larger-scale events such as:
- Pizza-making classes.
- A "Tiny Tastemakers" kids series, where families can meet local farmers and artisans behind FreshDirect's exclusive offerings.
FreshDirect described the initiative as an "exciting new chapter," signaling its expansion beyond digital and into omnichannel retail for the first time in nearly 25 years.
In addition, the company also teased potential plans to introduce same-day delivery in the Hamptons region directly from FreshDirect on Main. Details will be finalized in the coming weeks, the company said.
