Nantucket is facing a stir over the arrival of Roller Rabbit, a luxury sleepwear shop that opened recently in the heart of its upscale downtown. Residents are upset because this new store violates a local ban on chain retailers.
The “Formula Business Restriction” is a bylaw aimed at protecting the island’s unique character and supporting local shops. Nearly a decade ago, Nantucket residents pushed for this rule, fearing that big-name brands would dilute the island’s charm and turn it into just another shopping hub.
Despite a cease-and-desist order from Building Commissioner Paul Murphy telling Roller Rabbit to stop operations, the store has declined to comply. To avoid the ban, they’ve rebranded themselves as “The General Store by RR” and have diversified their inventory to include other brands like Lands’ End and Dempsey & Carroll.
This tactic raises questions about what constitutes a chain store. Nantucket Planning and Land Use Services (PLUS) director Leslie Snell noted that the ban usually applies to any business in the designated area, but there’s a loophole for pop-ups, which is how Roller Rabbit is trying to position itself now. The current enforcement relies heavily on complaints or self-reporting, as no advance reviews are typically performed.
Prices at Roller Rabbit reflect its high-end market, with pajamas often selling between $128 and $148. While some may find the costs steep, loyal customers value the quality and unique designs that set the brand apart.
Interestingly, Roller Rabbit’s move has sparked a lively discussion online. Many residents have taken to social media to express their concerns about the future of Nantucket. Some see this as a slippery slope toward commercial uniformity, while others are curious about how Roller Rabbit will fit into the community.
In a broader context, many towns and cities across America grapple with similar issues as they try to protect local businesses from the encroachment of large chains. The push-pull between maintaining local flavor and accommodating new retail concepts is a growing debate.
With sentiments split on both sides, the outcome for Roller Rabbit on Nantucket remains to be seen.
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