New Store & Design
FreshDirect’s First Brick‑and‑Mortar Pop‑Up Doubles as a Micro‑Fulfillment Hub
FreshDirect’s Micro-Fulfillment Pop-Up Brings Innovation to the Hamptons
A Farmers Market Feel with Fulfillment Power
FreshDirect has opened its first physical store after more than 20 years as an online-only grocery. This FreshDirect micro-fulfillment pop-up in Southampton, New York, combines the charm of a local market with high-tech operations.
The store doesn’t just sell produce—it also works as a small fulfillment hub. This dual-purpose setup shows FreshDirect’s evolving retail strategy.
Blending Brick-and-Mortar with Digital Strength
FreshDirect launched “FreshDirect on Main” over Memorial Day weekend. The location aims to give customers a local, market-style experience. Designed with wooden crates, rustic textures, and local goods, the store offers small-batch cheeses, fresh produce, and craft olive oils.
It also functions as a micro-fulfillment center, supporting fast delivery. FreshDirect hinted at offering same-day service in the Hamptons region soon.
Engaging the Local Community
The pop-up’s goal goes beyond groceries. FreshDirect will host engaging events to connect with local families and food lovers. Guests can expect wine tastings, ice cream socials, and even pizza-making classes.
Children will enjoy “Tiny Tastemakers” events, while adults can meet local farmers and artisans. These activities turn shopping into a full community experience.
Smart Fulfillment Meets Retail Revival
By using this FreshDirect micro-fulfillment pop-up, the brand embraces a true omnichannel approach. It’s a calculated move, especially after its acquisition by Getir in late 2023.
FreshDirect continues offering next-day delivery to Montauk, Shelter Island, North Fork, and the entire Tri-State area. The online store still carries over 12,000 products.
Adapting to a Shifting Market
The Ahold Delhaize USA sale to Getir marked a turning point. Yet the landscape changed again when Getir exited the U.S. in April 2024. Despite the setback, FreshDirect remains committed to combining in-store presence with digital convenience.
JJ Fleeman, CEO of Ahold Delhaize USA, said FreshDirect’s shift supports a growing omnichannel strategy. He emphasized that blending online tools with retail stores drives the company’s future success.
Why the Pop-Up Strategy Matters
FreshDirect’s approach mirrors changing shopper habits. Customers want convenience but also value physical experiences. This pop-up store lets them browse, engage, and enjoy events while supporting rapid delivery operations.
By opening a fulfillment hub in the Hamptons, FreshDirect reaches more customers efficiently and strengthens local ties.