FreshDirect Goes Directly to Main Street with First Physical Store

FreshDirect is going IRL. The Tristate-focused online grocer is opening its first brick-and-mortar store in Southampton, N.Y., this weekend, called FreshDirect on Main.

The pop-up location is scheduled to stay open through the end of 2025 with a “selection of seasonal favorites, local products and FreshDirect’s signature fresh groceries,” the company said in a release.

The store will also include local farm-fresh produce and small-batch cheese, as well as a coffee counter featuring New York roaster Jack’s Stir Brew Coffee.

Events such as ice cream socials and wine tastings will be scheduled throughout the year to help draw in consumers.

The experimental brick-and-mortar store comes two years after FreshDirect was acquired by Turkish online grocery delivery business Getir in 2023. At the time, Getir said there would be “no significant changes” to FreshDirect’s business, but intended to integrate its technology into FreshDirect’s system to increase delivery speeds.

FreshDirect is not the only online grocer to try its hand in the physical realm in recent years. Ecommerce giant Amazon ventured into the convenience and grocery store format with Amazon Go and Amazon Fresh stores, the latter of which will close two stores this year but will also open a new location in Maryland.

Other online retailers have forged partnerships with established brick-and-mortar chains, such as non-alc seller Sèchey’s alliance with Target to spearhead and curate the mass retailer’s mocktail set.

It’s unclear whether or not FreshDirect will explore additional locations in the future. For now, the company said it intends to continue delivering in the Hamptons and Upstate New York region and is also “exploring opportunities for same-day delivery” directly from the FreshDirect on Main store.