Discover Scandinavian Charm at Nordic Northwoods in Downtown Hayward WI
Nordic Northwoods: Business Spotlight
Store owner, Dave Jacobsen has embraced this cherished piece of Scandinavian folklore by making the trolls the unofficial mascots of Nordic Northwoods. Inside the store, guests can learn about the rich history and traditions behind Nordic trolls and the role they have played in Scandinavian stories for generations. To make the experience even more unforgettable, Dave commissioned a magnificent, hand-carved wooden troll that proudly watches over the store. This impressive work of art has become a favorite photo opportunity for visitors and perfectly captures the whimsical spirit and Scandinavian heritage that make Nordic Northwoods such a unique destination in Downtown Hayward.
Whether you stop in to browse beautiful Scandinavian gifts, discover your family’s Nordic heritage, or simply meet the store’s legendary trolls, you’re sure to leave with a smile—and perhaps a newfound appreciation for one of Scandinavia’s most iconic folklore figures.
A little history of the store… Dave Jacobsen (current owner) inherited a little well-known store Ben Franklin that was opened in 1967, which originally had opened in the cities, by his father. Dave’s dad moved it to Hayward WI around 2009. Ben Franklin storefront originally started out in the building that is now home to the 3 Fly Sisters Taps & Wines. Dave started managing the Ben Franklin store and decided to eliminate the franchise and transition the shop into the unique Scandinavian that it is today, known as Nordic Northwoods. This store was something he always wanted to do, because of his Norwegian and Danish heritage. Dave moved the Nordic Northwoods storefront in 2018 down the block to the current location at 10550 Main Street. You can often see him in the store welcoming customers, taking orders and getting gifts ready to ship.
The store has become a favorite destination for visitors exploring Downtown Hayward’s vibrant shopping district, featuring a famous sidewalk troll greeting visitors outside and the hard-carved larger version inside. In a community celebrated for its locally owned boutiques and welcoming Northwoods hospitality, Nordic Northwoods offers an experience unlike any other. Every corner of the shop invites guests to step back in time, celebrating Scandinavian heritage, cherished traditions, and the memories that connect generations.
No matter the season, there’s always something new to discover. Throughout the year, visitors can browse an ever-changing selection of candles (Wood Wick & Yankee Candles), books (for all ages), bath products & perfume by Inis (the energy of the sea) and Nordic jewelry, bears collection, the Wool Felt bloom bar with assorted flowers & ornaments, knives and medallions, cooking essentials & cookie stamps (with recipes to take with) a large display of the popular Willow figurine collection, a featured selection of Dale of Norway sweaters and tops, Wool Wear socks & a variety of other socks, hats, Nordic home décor, windchimes, mugs, signs, ornaments, trivets and gifts + so much more. Some favorite and most popular gifts are the fun variety of Swedish dish cloths, the Hoptimist, cute little new music boxes, the windchimes, trolls, gnomes and of course the Glögg drink, which is a classic beverage with spiced cinnamon, cloves, cardamom, and a hint of citrus (non-alcoholic) perfect for celebrations, holidays, fall fires, and chilly winter days (hot or cold -your preference).
One of the things that makes Nordic Northwoods truly special is its dedication to preserving Scandinavian heritage while embracing the beauty and lifestyle of Wisconsin’s Northwoods. Whether you’re searching for the perfect gift, decorating your home or cabin, exploring the Nordic treasures or simply looking to add a touch of hygge—the Danish concept of comfort, warmth, and contentment—you’ll find something meaningful waiting to be discovered.
Whether you’re a longtime customer or visiting Hayward for the very first time, Nordic Northwoods welcomes you to slow down, explore, and enjoy an unforgettable shopping experience. More than just a store, it’s a place where heritage is honored, traditions are shared, stories come alive, and the beauty of the Northwoods is celebrated every day.
Add in taking a selfie Troll picture and you have a wonderful vacation, visit and local memory for your wall!
Written & Photo Credit By: Wendy Miller, Social Media Manager ~Haylo Design