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Our History

An idea rooted in the past…

The traditional American model of retail has always seemed a bit backwards to me. Think about it: developers build shopping centers where ever they want, bring retailers in and force them to sign 10-15 year lease commitments, and make customers come to them.

It may seem particularly odd to me because I experienced something completely different in my early years. Before I was adopted and came to the U.S., I lived in Korea, where the norm was street vendors – a completely mobile shopping experience. If you didn’t see a vendor you wanted, you just had to wait for them to come back around.

Sometimes you just need to fly…

I’ve been thinking about the need for truly well-designed and efficient retail for a long time, but it was in 2017, on a flight to run a marathon in Duluth, Minnesota where the idea really began to take form. By the end of the flight my notebook was filled with notes and sketches, and by the time I finished the marathon, I had worked out many of the details.

Start small, scale fast

Back in Boston, I began working with an architect who was excited about the tiny house movement and a welder who was willing to take some risks – and the design and framework for our first unit was born. We debuted Flexetail in June of 2018 at PVD Fest in Providence with Granny Squibb’s Iced Tea and hit the ground running from there.

Think even bigger.

We believe that what we are building with Flexetail is the future of retail. We can’t wait to show you what’s next.