Set Sail for Viking House

A mix of Scandinavian tradition and fun

When Viking House opened 27 years ago in Concord, the selection was almost strictly Scandinavian. The initial offerings were limited to sweaters, dinnerware, crystal, decorative items, and food from Norway, Sweden, Denmark, and Finland. Since 1983, loyal customers have seen changes in the location of the shop (Viking House is now in its third location), and expansion of the product lines. Today, Viking House offers the same hallmark items that attracted shoppers years ago alongside quality northern European imports, and even some interesting items made in America. Part of the evolution includes new owners Janna Wise and Peter Madison, who took over the shop in January 2008.

Expanded Offerings

“With the purchase of Viking House, we were committed to maintaining the traditions of the 26-year staple on Main Street while exploring opportunities to move forward with fun, beautiful, and interesting product additions along the way,” shares Janna. A “Viking import” himself, Peter was born in Iceland but spent most of his childhood in New Hampshire. “The former owners Cathy and Russ created this great combination of Scandinavian heritage items along with practical kitchen gadgets, top-quality cookware, timeless dinnerware, and beautiful linens,” Janna explains while listing some of the most popular lines carried by the store, including Scanpan, Emile Henry, Le Jacquard, Denby, and, of course, Viking brand. Also in the mix are imported specialty food and candles, and the same fabulous traditional goods such as Dale of Norway sweaters, stunning Orrefors crystal, Fjord Norwegian pewter, and holiday ornaments that were mainstays when the Viking House premiered. Going beyond home goods, Janna shows excitement about the fashion lines in the shop, enthusing, “Don’t forget the huge selection of Trollbeads and Vera Bradley handbags and accessories!” Both of these popular lines have been expanded under Janna and Peter, and Janna is particularly excited about the reception that Trollbeads, a Danish line, has received. “There is now a great selection of beads and a larger area to ‘play’ and tell your story by creating personal jewelry with the Trollbeads,” which each have a unique name and meaning. “The Trollbeads have been around since 1976 but have been gaining recognition and a growing following of collectors who appreciate the design and craftsmanship.” The staff at Viking House assists customers in selecting personal Italian Murano glass and sterling silver beads.

One-Stop Shopping

Janna and Peter take special care to deliver trusted standbys to long-time clients while also adding innovative new items to the shop. “As new generations come up through the years, they are happy to see that traditional items are still available, but they also appreciate the wide variety of practical items and one-stop shopping for gifts for many occasions,” says Janna. And, for those special occasions, Viking House offers the convenience of a gift registry service. “For weddings, couples will come in together, and we work with them to develop their registry,” Janna explains. In addition to the in-store registry, lists are regularly updated online so out-of-town guests may call and purchase items over the phone. Gift wrapping and shipping services are available as well. A smaller-scale registry exists for the popular Trollbeads, called a “Wish List.” The staff at Viking House keeps track of what the customer already has, and they can list what additions to her collection she most desires. “This makes for very easy gift giving for those wanting to help a special someone build their bracelet for birthdays, holidays, and other special occasions,” notes Janna.

The Viking Ho use Experience

The store appeals to those who have experienced Scandinavian life, as well as those who want a taste without leaving home. Shopping at the Viking House is a bit like taking a virtual tour via the traditional and modern goods of a faraway land, and Janna notes that the selection is as exciting to those who have been to Scandinavia in person as well. “Many people recognize the brands they have seen during their travels and will pick up something to remind them of their wonderful trip.” Janna says that food—the category with the most customer requests—and fun are both important aspects of the Viking House shopping experience. While serious about offering quality European goods, Janna and Peter pepper the shop with selections that range from whimsical to downright humorous as well. “People will come in frequently and comment about food that their families have traditionally served, like herring, farmer’s cheese, or lingonberry preserves. Of course, now and again, customers leave with the fun Viking helmets, too!”

Viking House, Inc.

19 North Main Street

Concord, NH 0330l

(603) 228-1198

www.VikingHouse.com