Ron Johnson launching start-up that helps online shoppers choose products

New York --The cat is finally out of the bag. Former J.C. Penney CEO and Apple retail head Ron Johnson confirmed that he is launching a new company—but it’s not a tech-gadget delivery service as was widely rumored. Instead, the new initiative, set to launch in 2015, is designed to help online hoppers make the right product choices.



Johnson told the Wall Street Journal his new start-up, called Enjoy, is a service that will change the way consumers buy "things that matter," and enable shoppers who start their shopping on the Web to connect with a product before making a decision.



Johnson did not divulge specifics about his new company in the report. He said Enjoy will help customers make informed choices, something lacking in the fast-paced world of online shopping.



“There’s more to life than logistics. There’s more to life than a review,” Johnson told the Wall Street Journal. “Just because we’re moving online, it doesn’t mean that need for a connection is going away. No one has really thought that through yet.”



According to the report, Johnson’s new venture has raised $30 million in venture capital. Backers include Kleiner Perkins Caufield & Byers, Oak Investment Partners and Andreessen Horowitz. The service is slated to launch in 2015.



Joining Johnson in the start-up are two former Apple execs, Jerry McDougal, formerly VP of retail, and Tom Suiter, a creative director.



Rumors that Johnson was getting set to launch a new company have been circulating since September, when The Information reported he was working on an on-demand product delivery service for tech gadgets. But that is not how Enjoy is postioned.



"We don't need another delivery service," Johnson told the Wall Street Journal.