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At Boston’s Head of the Charles Regatta—one the most important and well-attended rowing races in the United States—Hydrow arrived ready to make a splash, looking for potential customers among the throngs of rowing enthusiasts. To stand out in the crowd, this new live-reality rowing exercise company used Flexetail mobile retail trailers to sell merchandise and host demonstration rowing machines on-site.

Woburn, MA-based Flexetail makes mobile retail spaces for short-term rental or purchase. A simple shorthand for its business might be: food trucks, but for retail. The company can design and build a trailer for a range of operations in a handful of weeks.

Flexetail’s business model is a middle path between the viral social-media happenings of online retail and traditional brick-and-mortar. It’s ideal for digital-native retailers, says founder Joel Kamm, especially for establishing an immersive brand experience without the resources, scale, or inclination to deal with permanent real estate.