Backlash Against Roller Rabbit’s Arrival
Residents of Nantucket are voicing their anger over the recent opening of a Roller Rabbit store in the affluent island’s downtown area. The high-end sleepwear brand, which operates several locations across the United States, has sparked fierce opposition due to its violation of a local ban on franchise businesses.
Violation of Local Regulations
The Formula Business Restriction, a bylaw designed to maintain Nantucket’s historic downtown charm and protect local businesses, has been called into question with the arrival of Roller Rabbit. Despite an order to ‘immediately cease all business activity’ issued by Building Commissioner Paul Murphy, the boutique has persisted in its operations, making subtle adjustments to navigate the restrictions.
Community Concerns
Wendy Hudson, owner of Nantucket Book Partners, expressed her concerns about formula businesses, stating, ‘The proliferation of formula businesses will have a negative impact on the island’s economy, historical relevance and unique character and economic vitality.’ Hudson emphasized that the ban aims to preserve a distinctive retail and dining experience on the island.
Defying the Ban
Located at 44 Centre Street, Roller Rabbit has faced pushback for its resemblance to a franchise, which the town bylaw prohibits in order to protect the island’s unique character. Following the cease-and-desist order issued in July, Roller Rabbit made changes to its branding, now marketing itself as ‘The General Store by RR.’ This rebranding coincides with a shift in inventory towards products from other brands such as Lands’ End and Dempsey & Carroll.
Claims of Pop-Up Status
Roller Rabbit’s Chief Marketing Officer, Carolyn Phillips, explained this reimagining, stating, ‘We’ve evolved our Centre Street seasonal pop-up into a new multi-brand concept.’ Despite this shift, questions remain regarding the legitimacy of categorizing the business as a pop-up, as Nantucket Planning and Land Use Services (PLUS) director Leslie Snell noted that the prohibition on formula businesses applies even to temporary establishments.
Regulatory Oversight
Enforcement of the Formula Business Restriction has proven challenging. Snell mentioned that compliance reviews typically arise from community complaints rather than routine checks, indicating that self-reporting plays a significant role in ensuring adherence to local regulations.
Market Positioning
Roller Rabbit is known for its luxurious women’s sleepwear, featuring playful prints and high-quality fabrics. Prices for their pajamas range from $128 to $148 and appeal to a clientele that appreciates the exquisite craftsmanship and unique designs offered. However, it remains uncertain how well the rebranded store will attract a new customer base amid the controversy.
As residents continue to voice their grievances, both Roller Rabbit and Nantucket Building Commissioner Paul Murphy have yet to comment on the ongoing situation.
