Plenty of Bostonians daydream about a second home on the Cape; this month, the owners of Jamaica Plain design boutique Room 68 are making it a reality, setting up shop in a 1,200-square-foot space on busy Commercial Street. “I felt like Provincetown would expose Room 68 to thousands of people who travel from all over New England, as well as the world,” says Brent Refsland, co-owner of the three-year-old JP store with Eric Portnoy. Initially, the pair planned to open a pop-up in P-town to promote their online store. They started scouting spaces last fall—and weren’t having much luck. In fact, they were just about to head back to Boston when they connected with Jamie Krysziewicz, who was closing her clothing store, Silk & Feathers, after 30 years in business. “She called just as we were literally pulling out of town,” Portnoy says. “We came back and looked at the space, and it was perfect.”

So perfect, they decided to open a permanent location. Portnoy explains, “[Provincetown] being America’s oldest artist community, it’s as part of our community as you get.” That artistic tradition is reflected in the store itself, an airy white-washed space that will stock emerging lines familiar from the original location as well as new finds—from LA brand Bend’s wire furniture to San Francisco designer Tina Frey’s hand-sculpted tableware—but also add a dedicated gallery space for rotating exhibits. “We’re in the East End of Commercial Street, known for its art gallery district,” says Refsland, who tapped Boston sculptor Venetia Dale for the opening show and planned the May 23 grand opening party to coincide with Provincetown’s Friday gallery stroll.

Room 68 isn’t the only Boston biz to set its sights on Cape and Island crowds. In recent years, Nantucket has welcomed outposts from Newbury Street fashion stalwart Serenella, South End and FiDi wine shop Brix and the Met Restaurant Group, which opened Met on Main on the site where owner Kathy Sidell had her first job scooping ice cream. Expansion, of course, isn’t always easy, especially hours away in a highly seasonal destination. Ten Tables proprietor Krista Kranyak recently sold her Provincetown outpost to focus on the original JP and Cambridge eateries and her Grass Fed burger concept, noting online that she’s “delighted to return to all the wonders of P-town as a tourist.”

But Room 68’s owners have high hopes that their vision will resonate in Provincetown. “Hopefully, we’ll have everyone who walks through intrigued by something they see, whether it’s a $20 water bottle or a beautiful necklace or one of the larger pieces,” Refsland says. And during peak season, Portnoy adds with a laugh, “We will probably have more people in a day than we get in a month at our other location.”

Room 68 | 68 South St., Boston, and 377 Commercial St. | Provincetown | 617-942-7425 | room68online.com