Ron Johnson, the former Apple retail chief who was ousted as J.C. Penney’s boss two years ago, is officially taking the wraps off his new startup that aims to bring a personal touch to online retail.

The company, Enjoy Technology, on Wednesday will begin selling high-end consumer electronics – smartphones, laptops, speakers, tablets and even drones – on its website, GoEnjoy.com, but with a twist. Johnson said Enjoy will provide a personal-delivery and in-home setup service that comes at no added cost to customers. Think Best...