Nantucket, the exclusive island renowned for its pristine charm and affluent residents, is currently embroiled in a heated dispute stemming from the arrival of a new chain store that appears to defy deeply entrenched local regulations.
The controversy centers on Roller Rabbit, a high-end sleepwear brand with a significant national presence, which established its latest boutique at 44 Centre Street in the heart of Nantucket’s upscale downtown. This opening immediately sparked a backlash, as it seemingly violated the island’s fiercely defended “Formula Business Restriction,” a town bylaw designed to preserve Nantucket’s unique character and shield local businesses from national retail chains.
Introduced nearly a decade ago, the Formula Business Restriction was overwhelmingly supported by ritzy residents concerned that recognizable stores would erode the island’s independent vibe and transform it into a generic shopping destination. Nantucket planning officials swiftly issued an order for Roller Rabbit to cease all business activity, citing that the shop met the criteria of a formula business with its multiple locations and standardized branding elements.
Despite the clear directive, the boutique defiantly kept its doors open, implementing subtle yet significant changes in a bid to circumvent the ban. Determined to maintain a presence on the billionaire’s oasis, Roller Rabbit quickly moved to skirt the rules by changing its name and revamping its offerings to include a diverse array of other brands.
Now operating as “The General Store by RR,” the establishment has expanded its inventory well beyond its signature whimsical sleepwear. The reimagined space features a curated selection of products from beloved brands such as Lands’ End, Dempsey & Carroll, Minnow, and Long Wharf Supply Co., aiming to align with the spirit and lifestyle of Nantucket and attract the island’s discerning clientele.
Nantucket Planning and Land Use Services (PLUS) director Leslie Snell has indicated that the formula business ban does not apply to pop-ups, a category under which Roller Rabbit now claims to operate with its rebranded “The General Store by RR” concept. However, the enforcement of this bylaw largely relies on self-reporting or complaints, as the PLUS team does not routinely screen every new business for chain store compliance, presenting a unique challenge for the local community.
This ongoing dispute highlights the delicate balance between commercial interests and the strong desire among Nantucket residents to protect their island’s historical relevance, unique character, and economic vitality from what they perceive as the negative impact of formula businesses. The outcome of this particular battle over retail presence will undoubtedly set a precedent for future commercial development and the preservation of Nantucket’s distinctive identity.
