FreshDirect is venturing beyond the digital realm for the first time in nearly 25 years with a pop-up store opening Memorial Day weekend in Southampton, N.Y. Through December, shoppers in the trendy Hamptons area can make in-person purchases of seasonal favorites, local products and FreshDirect’s fresh groceries.
Designed to resemble a farmer’s market, with wooden pallets, crates and natural textures, the FreshDirect on Main store will offer small-batch cheeses, olive oils and items from regional farms like Wells Homestead Acres and Deer Run Farms. Visitors also will receive a limited-edition Hamptons-inspired FreshDirect tote bag.
In-store experiences will include events such as ice cream socials and wine and cheese tastings. Next month, FreshDirect also will take over an East Hampton house to host larger events, including pizza-making classes and a “Tiny Tastemakers” series for kids that will give families the opportunity to meet local farmers and artisans.
To celebrate the store’s grand opening, guests will receive a complimentary mini loaf of banana bread, and the store’s first 100 customers will receive a $100 gift card they can use toward their next online purchase.
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FreshDirect will continue to provide next-day delivery service to the entire Hamptons region, and the company is exploring same-day delivery opportunities that would originate from the pop-up store. FreshDirect partnered with Uber Eats in March 2025 to expand its delivery reach in the New York City area.
