Dive Brief:

• Ron Johnson, the retail guru credited with Apple’s physical retail concept and more recently​ with overly drastic changes at J.C. Penney, has garnered $30 million in funding for a new startup.

• The company, called “Enjoy,” is not a high-end delivery service, as has been rumored, but details are still murky about what it is.

• Joining Johnson at the Menlo Park-based company are Jerry McDougal and Tom Suiter, who once worked closely with Johnson at Apple, and Kunal Malik, former chief technology officer of the San Francisco 49ers and technology director at Facebook.

Dive Insight:

Johnson says that retailers these days are overly focused on fast, cheap delivery of ordinary every day goods and not engaging with the customer enough on items that take more thought to buy. Consumers need time and touch, Johnson says, to make decisions about more expensive gadgets like cameras and computers. That sounds like Enjoy is about bringing many advantages of brick-and-mortar retail to online shopping, but what that means (stores? kiosks? delivery?) is not yet clear.