Dive Brief:

• Jet.com on Thursday announced a brand relaunch that entails "a new site, new assortment, new delivery options and new brand partnerships – all as part of its strategy to become the shopping destination for city consumers," according to a press release emailed to Retail Dive.

• The Walmart-owned marketplace is emphasizing local products and a new "city grocery experience" that, starting in New York, features three-hour scheduled same-day and next-day delivery windows (through recently acquired Parcel), local and craft beer delivery, and customized delivery options to accommodate needs like leaving purchases with a building doorman.

• With the tagline "Shop curated brands and city essentials all in one place," Jet's new "Our Carts are Different Here" campaign, which includes TV, outdoor, audio, digital and social, was forged in partnership with agency Pereira O'Dell New York, "to underscore Jet's importance to the lives of city-dwellers by telling their authentic human stories," the company said.

Dive Insight:

Jet's customers, according to its new ads, are young, ethnically diverse and have time and money for all kinds of online shopping at home and at work — all things in stark contrast to the lower-income Americans who flock to Walmart stores, which are difficult to find in the Big Apple.

In addition to the new grocery service, Jet's new branding includes a revamped electronics section, including partnerships with Apple, a new fashion and beauty experience and an elevated home experience, according to a spokesperson.

"It's the next generation of shopping for city dwellers, and really brings the personality of their city and local favorites to life," Marc Lore, Jet founder and president and CEO of Walmart e-commerce U.S., said in a statement. "And, focusing Jet on customers in the major metro cities perfectly complements our overall e-commerce portfolio strategy."

The company has also forged a strategic partnership with Nike, following the opening of a Nike storefront on Amazon last year. In October, Jet and Nike will debut a curated selection of Nike and Converse products, including "hundreds of products across apparel, footwear and accessories for men, women and children, including essentials for running, training and sportswear."

This repositioning is "a sensible move," according to Keith Anderson, Profitero vice president of strategy and insights. It "further positions Jet as a counterbalance to Walmart, targeting shoppers and geographies that Walmart doesn't (and probably can't) win with directly," he told Retail Dive in an email. "It will be very interesting to see how Jet positions versus Amazon, which has also been making considerable investments in cities. And I wonder how aggressively Walmart will support this rebrand/relaunch after last year's comments about ramping down marketing spend."