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More often than not, finding a quality grocery store in NYC can be a hassle, which is why many New Yorkers turn to reliable grocery delivery or even takeout for their dinner plans. But today, one grocery giant is flipping the script: After 25 years online, FreshDirect is stunning shoppers with a brick-and-mortar debut in New York. Today, the brand's very first physical location, called FreshDirect on Main, opens for in-person purchases in the heart of Southampton's East End Village.
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Designed to mimic your favorite farmers market, the pop-up shop is stocked with curated collections of local products on wooden crates and pallets. Find farm-fresh produce, small-batch cheeses from nearby creameries, high-quality olive oils, and seasonal fruits and vegetables from regional farms like Wells Homestead Acres and Deer Run Farms.
A dedicated coffee counter will sling local legend Jack's Stir Brew Coffee alongside FreshDirect’s baked breakfast items (think buttery, flaky croissants) and more specialty prepared foods.
For today's grand opening, guests will receive a complimentary mini loaf of banana bread, while the first 100 customers will each receive a $100 gift card to use toward their next online purchase. Visitors of the new shop will also receive limited-edition Hamptons-inspired FreshDirect totes for all their future market runs.
Later this season, expect in-store experiences such as ice cream socials, wine and cheese tastings, and even pizza-making classes. In June, FreshDirect will takeover an East Hampton house for a “Tiny Tastemakers” event series for kids, giving families a chance to meet the local farmers and artisans who grow and make the food they love.
If you're out in Southampton, shop FreshDirect on Main daily from 6:30 am to 9 pm now through December 2025.