Snooty Nantucket residents outraged over new chain store opened on ritzy billionaire's island
Roller Rabbit, a pricey, high-end sleepwear brand with a dozen locations nationwide, opened its latest shop earlier this year, right in the heart of Nantucket's upscale downtown, according to Nantucket Current.
But its arrival has sparked a ferocious backlash, as it directly violates the island's fiercely defended ban on franchises in the downtown area.
Despite being ordered to 'immediately cease all business activity' on the affluent Massachusetts island, the boutique defiantly kept its doors open - making subtle changes in a bid to dodge the ban.
The ban - officially called the Formula Business Restriction - is a town bylaw designed to preserve Nantucket's historic charm and shield local businesses from being drowned out by national and international retail chains.
'The proliferation of formula businesses will have a negative impact on the island's economy, historical relevance and unique character and economic vitality,' Nantucket Book Partners owner Wendy Hudson told the outlet.
'These uses are therefore prohibited in order to maintain a unique retail and dining experience.
'Formula businesses frustrate this goal by detracting from the overall historic island experience and threatening its tourist economy.'
The ban - officially called the Formula Business Restriction - is a town bylaw designed to preserve Nantucket's historic downtown charm and shield local businesses from being drowned out by national and international retail chains
Ritzy residents overwhelmingly supported the ban nearly a decade ago, worried that recognizable stores would erode the island's independent vibe and turn it into a cookie-cutter shopping destination.
Building Commissioner Paul Murphy issued Roller Rabbit a cease-and-desist order in July, marking the first-ever enforcement of the ban.
'The overlay district does not allow standardized businesses in the historic downtown area,' Murphy wrote to the boutique's owners, as reported by Nantucket Current.
'Roller Rabbit meets the definition of a formula business. You are hereby ordered to immediately cease all business activity at this location.'
The order stated that the shop met all the criteria to be considered a formula business - having ten or more locations worldwide and standardized elements like a common name, logo or product line.
Determined to stay on the billionaire's oasis, Roller Rabbit quickly jumped through hoops to skirt to rules - changing its name and revamping the store's offerings.
Now rebranded as The General Store by RR, the boutique has expanded its inventory to include brands like Lands' End, Dempsey & Carroll, Minnow and Long Wharf Supply Co.
'We've evolved our Centre Street seasonal pop-up into a new multi-brand concept,' Roller Rabbit Chief Marketing Officer Carolyn Phillips told the Current via email.
'This reimagined space features a curated selection of products not only from Roller Rabbit, but also from beloved brands that align with the spirit and lifestyle of Nantucket,' she added.
Nantucket Planning and Land Use Services (PLUS) director Leslie Snell said the ban does not apply to pop-ups, which is what Roller Rabbit now claims to be.
'The formula business bylaw applies to any business within the overlay district regardless of duration,' she told the outlet.
However, the PLUS team doesn't routinely screen every new business for chain store compliance, they only step in when a business asks for a review, leaving enforcement largely driven by self-reporting or complaints.
'No town permits are required for retail stores, so there isn't an opportunity for advance review,' Snell added.
'We review for compliance based on complaints or our own observations.'
Roller Rabbit is known for its high-end women's sleepwear, often distinguished by whimsical prints - monkeys, florals and vibrant color palettes being just a few.
Shoppers can expect Roller Rabbit pajamas priced from approximately $128 to $148 or more, according to the website.
Each set is crafted in small batches from luxe Pima cotton and adorned with artisanal touches like block prints and embroidery.
While critics balk at the steep prices, loyal fans point to the heirloom quality and distinctive designs as justification for the splurge - though it remains to be seen how many new customers will be secured on Nantucket.
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