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Former Apple exec's new company offers home setup with gadget buys

Sharon Gaudin | May 8, 2015
Ron Johnson, the man behind Apple's retail stores, launches Enjoy in Bay Area.

"Young millennials want the convenience," he told Jon Swartz, a reporter with USA Today. "A young mom wants to make movies with her GoPro camera. We shoot video, input and edit it before we leave her house."

Johnson said it's cheaper and easier to set up a large team of employees to deliver and set up products than it is to build brick-and-mortar stores. He also said younger workers would rather be mobile than behind a desk or a sales counter in an office or store.

The CEO of Enjoy hasn't always had business success. He was let go from his position at J.C. Penney in 2013 when a large-scale store makeover failed. However, during his tenure at Apple, the company's retail stores saw great growth, exceeding $1 billion in annual sales within two years of their debut.

Moorhead said he thinks Johnson's work at Apple will have more bearing on his new job than his troublede time at J.C. Penney.

"I think this job is more aligned with his strengths, which are to create a new, high-touch environment for electronics," he added. "If you think about it, this is like a home service call from an Apple Genius."


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