$50m funding for Amazon rival

High end consumer electronics retailer, Enjoy Technology has raised $50 million in a funding round led by Highland Capital, bringing funds raised to $80 million so far.

Former Apple executive, head of J.C. Penney and now chief executive of Enjoy Technology Ron Johnson said, “Since launching in May, we have been thrilled with the high-quality experiences we’ve been able to deliver for our customers, partners and employees”

Enjoy allows consumers who shop on its site (and its partner sites) to receive free hand delivery of their devices from experts, who can set up or install the products and train buyers on how to use them.

Enjoy is looking to challenge Amazon in the high-end consumer electronics category by offering a potentially better sale and delivery experience in which a consumer can test and learn how to use a gadget.

“As devices become more complicated and intertwined, Enjoy’s vision for a revolutionized customer experience represents the next stage in disruptive commerce,” said Highland Capital Partner Peter Bell in a statement. “Enjoy not only solves a major problem for customers, but offers manufacturers a valuable new channel for meaningful engagement with limited overhead.”

Highland was joined in the round by existing investors Kleiner Caufield Byers & Caufield and Oak Investment Partners.