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News > Flexetail is partnering with Babson and GAS to bring you a mobile art gallery 4/22-4/25 stay tuned!



Why mobile retail?

“The problem with brick + mortar retail is actually the bricks and the mortar.”

– Joel Kamm, Flexetail founder and CEO

Retail is changing, and with Flexetail, Joel Kamm is building for the future. In an on-demand world with sky-high rents, brick and mortar retail isn’t always a feasible – or smart – solution. By designing and building flexible mobile shops, Flexetail gives brands an affordable opportunity to test products, explore new markets, or launch a new line.

What makes Flexetail different?

Flexetail units are built on a patent-pending platform; taking just seconds to lower to the ground and allowing customers to easily access the shop. The merchandise walls are fully customizable – retail partners can choose from vertical standards, slat wall shelving, a peg wall, or a blackboard. Run on a solar-powered rechargeable battery, the units are off the grid, quiet and clean. A flat-screen TV and a Bose sound bar set the tone, allowing retail partners to stream music or play video to further enhance the setting. Flexetail also provides users with foot traffic data for detailed sales analysis.

With a background in product and retail design, Joel Kamm has thought of every detail. From their distinctive shape and eye-catching shou sugi ban exterior to the ability to move anywhere, Flexetail provides a truly fresh take on modern retail.

Activation partners have come from the following industries:

  • Consumer goods (Sh*t that I Knit, Local Maker)
  • Food + Drink (Granny Squibb’s Iced Tea)
  • Sports (Bruins, Hydrow)
  • Flowers (Buds)
  • Services (Gus & Ruby Letterpress)
  • Institutions (MIT, Kendall Square Association, Stoneham Bank)


Founded in 2017 by Joel Kamm and Lucia Kamm

Babson and MIT Alumni, with work experience at Gillette, Procter & Gamble, Trip Advisor, Staples, New Balance, iRobot and more.

Private company

1-5 Employees

Based in Woburn, MA


How long have you been working on your idea?

I feel like I’ve been working on this idea my whole life. I’ve long thought that the idea of forcing people to go out of their way to get what they want or need was outdated.  Today, with the “I want to shop now and where I am” mentality, paired with the human desire to touch, experience, and interact with things (and people!), the opportunity for true on-demand experiential retail is finally here.

It was on a flight to run a marathon in Duluth, Minnesota in 2017, that I really put pen to paper. By the end of the flight my notebook was filled with notes and sketches, and by the end of the marathon, I had worked out many of the details. 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 the Flexetail unit in June of 2018 at PVDFest in Providence with a popular local iced tea company, and hit the ground running.

What do you see as the future of Flexetail?

CONTACT // Shelby Larsson, Media + Communications: shelby@flexetail.com

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