Nantucket residents are in uproar after a chain store reopened on a downtown main street, despite bylaws banning such businesses from operating there.

Roller Rabbit, a pricey high-end sleepwear brand, originally shuttered its doors on Nantucket’s Centre Street last summer after it was found to violate a bylaw approved in 2006 that bans chains on the billionaire-filled island.

An enforcement order from Nantucket Business Commissioner Paul Murphy on July 7, 2025, informed the pajama shop that it was in violation of the Formula Business Exclusion Overlay District, the Nantucket Current reported.

The order required the store to ‘immediately cease all business activity’ and its sign came down not long after. 

Yet, a year later, the store remains up and running and reopened its doors again, according to the Current. 

What is now dubbed the Roller Rabbit General Store made changes to the products it sells compared to its 13 other locations and was granted permission to reopen. 

Hannah Kinser-Sampedro, Roller Rabbit’s vice president of visual merchandising and store design, told Murphy in an email on January 22, seen by the Current, that ‘the store will be an entirely new concept.’

The concept meant that the store on Nantucket’s exclusive street would only hold 50 percent or less of Roller Rabbit merchandise.

The Roller Rabbit General Store in Nantucket made changes to the products it sells compared to its 13 other locations and was granted permission to reopen 

The pricey high-end sleepwear brand shuttered its doors on Nantucket’s Centre Street last summer after it was found to violate a bylaw approved in 2006 that bans chain stores

Currently, what defines a chain in the town code requires a store to operate as one of ten or more locations worldwide that include at least two elements, including a standardized menu or array of merchandise, trademark or service mark, standardized color scheme or interior decor or a standardized uniform

‘The store will be called The Roller Rabbit General Store, which is not the name used for any of our existing locations, nor will there be any standardized imagery, interior design, uniforms, etc.,’ Kinser-Sampedro continued.

‘This concept is intentionally distinct from our traditional Roller Rabbit stores in both name and execution, but most importantly product assortment – we will have a multitude of different brands both local and national that are not our own. We believe the above complies clearly with the stipulations as written in the “formula business” bylaws.’

The changes, however, were enough to sway Business Commissioner Murphy, the Current reported. 

‘Based on what you have provided to me, you will be allowed to open in the FBED exclusion district,’ Murphy told Kinser-Sampedro in February, according to the outlet. 

The store’s closure and reopening mark monumental events for downtown Nantucket, as the bylaws that closed the store had not yet been enforced. 

But residents are concerned that the chain store found an all-too-easy loophole to open on the exclusive street, and fear that other chains will follow in their footsteps. 

‘It’s a huge issue,’ Julie Biondi, the previous owner of The Lovely clothing store on the bougie street, told the outlet. ‘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.’

‘The downtown is the crown jewel of the island and we are giving it away to off-island big money. I know all of the local shop owners are discouraged and upset, but they are so busy trying to keep their businesses running that it all feels overwhelming.’

An enforcement order from Nantucket Business Commissioner Paul Murphy on July 7, last year, informed the pajama shop that it was in violation of the Formula Business Exclusion Overlay District, above

Residents are concerned that the chain store found an all-too-easy loophole to open on the exclusive street, and fear that other chains will follow in their footsteps

The bylaws inspiration was largely inspired by the opening of a Ralph Lauren store in 2005, which continues to operate due to its opening before the bylaw was established

After being proposed by Nantucket Book Partners owner Wendy Hudson, the bylaw sought to ‘address the adverse impact of nationwide, standardized businesses on Nantucket’s historic downtown area,’ the town code stated. 

‘The proliferation of formula businesses will have a negative impact on the island’s economy, historical relevance, and unique character and economic vitality. These use 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 bylaws were largely inspired by the opening of a Ralph Lauren store in 2005, which continues to operate because it opened before the bylaws were established. 

Exempt from these rules are grocery stores and other businesses that were already operating prior to the bylaw being implemented. 

Biondi added that new stores on the cusp of becoming considered chains that are looking to move onto the street are threatening smaller businesses. 

‘The new crop of stores that are coming in, such as Julia Amory, Tuckernuck, Doen, etc. may not have ten locations yet, but they are using Nantucket and its reach to drive traffic to their massive websites,’ she told the Current. 

‘So they are willing to pay huge rents. Their stores are essentially just billboards. So a small business is going to get squeezed out. And all of these new stores will eventually have as many doors as J McLaughlin, which has over 170.

‘The island will be filled with what I call “chainlet” stores. We need to overhaul the laws to say once you have ten stores, you can’t renew your lease on the island.’ 

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

Currently, what defines a chain in the town code requires a store to operate as one of ten or more locations worldwide that include at least two elements, including a standardized menu or array of merchandise, trademark or service mark, standardized color scheme or interior decor or a standardized uniform. 

Just last year, after it was forced to cease operations, Roller Rabbit attempted another loophole by operating as a pop-up in August. 

Nantucket Planning and Land Use Services (PLUS) director Leslie Snell said the ban does not apply to pop-ups.  

‘The formula business bylaw applies to any business within the overlay district regardless of duration,’ she told the outlet.

‘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.

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. 

The Daily Mail reached out to Roller Rabbit and Nantucket Building Commissioner Paul Murphy.