The Backroom: Enjoy Technology set out to disrupt retail. But it got disrupted instead.


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In a online video on Enjoy Technology’s trader site, Ron Johnson, the previous head of J.C. Penney and Apple’s retail arm, states that the firm has come up with the subsequent significant disruptive point in retail. 

That would be the cellular retail store — a van whole of electronics products that arrives ideal to customers’ houses. As the corporation sees it, the “commerce-at-home” channel fills a gap between e-commerce (which is handy but impersonal) and the retailer (which provides human connections and assistance but needs some driving). 

But prior to Take pleasure in could disrupt retail on any substantial scale, it obtained disrupted. Its mobile merchants commenced hemorrhaging revenue, a point out of matters exacerbated by the constrained provide of Apple products and solutions that Love assisted sell as a result of a deal with the tech maker. 

On Thursday, the firm submitted for Chapter 11 bankruptcy with programs to preserve working through the approach and a bridge financial loan to hold it afloat right until it secures debtor-in-possession funding. 

On this episode of The Backroom, we communicate about Johnson’s retail past and the upcoming of his cellular retailer venture.

Editor’s observe: This conversation was recorded prior to Enjoy’s Chapter 11 filing.

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Editor’s notice: This show was produced and edited by Caroline Jansen.


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