Gallery: A pop-up store for the Jet set

The launch of e-commerce grocery at Walmart’s Jet.com business — and consumer willingness to embrace the idea — are being supported by a “pop-up” store that opened recently in Manhattan.

“Fresh Story” is a collaboration between Jet and Story: The latter is a 2,000-square-foot store in New York’s Chelsea neighborhood that changes its theme and appearance every four or six weeks with an eye on presenting retail as a “medium” and products as “content.”

Fresh Story, which launched in early May, showcases a curated mix of cooking gadgets, ingredients, cookbooks, personal care items appliances and fresh produce, arranged in eye-catching arrays. A worker at the store when SN visited explained that not all of the items showcased were necessarily available from Jet, but that the retailer provided the produce for the exhibit and its brand is reinforced in displays and signage.