The expatriate crowd is leavened by plenty of locals, who come to sampleitems like chips with curry sauce, and fried Mars bars, a delicacy unknown outside Scotland and out of fashion even there.
With an average of ten sales gracing the site daily (plus special events) and thousands of sampleitems streaming through the office each week (all in need of photographs) ideeli is also one of the top employers of models in New York City.
Instead of loading up a cart with goods to purchase in store, consumers will try on or sample the products in store, quickly scan and purchase the items they desire, and have them delivered to their homes within 24 hours.