Nantucket residents are up in arms after a chain store reopened on a downtown main street, despite local bylaws prohibiting such businesses from operating there. Roller Rabbit, a high-end sleepwear brand, originally closed its Centre Street location last summer after being found in violation of a 2006 bylaw that bans chain stores on the affluent island.
An enforcement order from Nantucket Business Commissioner Paul Murphy on July 7, 2025, informed the shop that it was in breach of the Formula Business Exclusion Overlay District, as reported by the Nantucket Current. The order demanded an immediate cessation of all business activities, and the store's sign was removed shortly after. However, a year later, the store has reopened its doors under a new concept.
Now dubbed 'The Roller Rabbit General Store,' the establishment made changes to its product lineup compared to its 13 other locations. Hannah Kinser-Sampedro, Roller Rabbit's vice president of visual merchandising and store design, informed Murphy in an email on January 22 that the store would be 'an entirely new concept.' The new store would stock 50 percent or less of Roller Rabbit merchandise, feature a different name, and avoid standardized imagery, interior design, or uniforms.
Based on these modifications, Murphy allowed the store to reopen in February, according to the Current. The closure and reopening mark significant events for downtown Nantucket, as the bylaws had not been enforced before. However, residents are concerned that the chain found an easy loophole, potentially paving the way for other chains.
'It's a huge issue,' said Julie Biondi, former owner of The Lovely clothing store on the same street. 'I truly feel no one on this island really cares because they don't shop downtown, but eventually it will affect everyone's real estate values.' She added that the downtown area is 'the crown jewel of the island' and locals are giving it away to off-island big money.
The bylaw was inspired by the opening of a Ralph Lauren store in 2005, which continues to operate due to its pre-bylaw establishment. The town code states that formula businesses 'have a negative impact on the island's economy, historical relevance, and unique character.' Exemptions include grocery stores and businesses operating before the bylaw.
Biondi expressed concerns about new stores that are not yet chains but use Nantucket to drive traffic to their websites, paying high rents and squeezing out small businesses. She called for an overhaul of the laws to prevent 'chainlet' stores from taking over.
Currently, the town code defines a chain as a store operating in ten or more locations worldwide with at least two standardized elements, such as merchandise, trademark, color scheme, or uniforms. Roller Rabbit's earlier attempt to operate as a pop-up last August was allowed because the ban does not apply to pop-ups, according to Nantucket Planning and Land Use Services director Leslie Snell.
Roller Rabbit is known for its high-end women's sleepwear, with whimsical prints and prices ranging from $128 to $148 or more. The Daily Mail reached out to Roller Rabbit and Commissioner Murphy for comment.
