The Styleliner Wall Street Journal

The Styleliner in The Wall Street Journal


Style Keeps On Trucking

Mobile Boutiques Sell Fashion From Repurposed Trucks

Schnitzel, waffles and spring rolls aren't the only treats that New Yorkers can buy on four wheels. Mobile boutiques are cropping up, peddling scarves, sweaters and baubles.

Rolling retailers, a mainstay on the West Coast, are appearing at flea markets, private parties and, occasionally, on city streets. The repurposed trucks offer clothes, jewelry and accessories in spaces where food products were once stored.

But while the entrepreneurs are excited about an affordable way to start a business and a novel backdrop for enticing customers, some are frustrated by city regulations that restrict the number of mobile businesses—and where they can set up shop.

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