In this year’s Best of Shopping, a lot of us had the recent uptick in quickly made and cheaper products on our minds — not to mention that it seems like barely anyone has the dough to afford their entire wishlist.
Nevertheless, we have the chance here to celebrate those who operate their shops with intentionality; we cheer on institutions that don’t drop everything for momentary trends, that champion designers and makers in Iceland, that put care into the items they ask you to spend your money on. Whether you’re looking for a statement piece, a gift, or a souvenir, you can find what we’ve chosen as the best of the best.
Best Goddamn Store
Fischersund
Fischersund 3
Fischersund is “a museum for scents,” one panellist said. Yes, in many ways, Fischersund is museum-like — curated, artful, beautiful — but Fischersund is a store, Best of Reykjavík’s Best Goddamn Store for 2026. With their distinct and inventive scents, Fischersund brings a usually-niche domain into the forefront of the city’s creative ecosystem. All centred around the hub of their storied house, Fischersund continues to be singular in striking the perfect balance between being extremely unique and still widely beloved.
Runner Up:
Góði Hirðirinn
Köllunarklettsvegur 1
“I was there two hours ago — I go two times a week,” one panellist began our Best of Reykjavík meeting. If that’s not a perfect testament for a store, I don’t know what is. Whether you’re searching for furniture, home appliances, media you cannot find elsewhere, or just about anything else, Góði Hirðirinn has an unmatchable inventory. As they sell donated items, offer grants, and operate an events space, Góði Hirðirinn is a place to shop while supporting a good cause.
Runner Up:
Húrra
Multiple locations
Húrra has been a usual in Best of Shopping since their inception, and this year is no exception. With their finger on the pulse, Húrra has been clothing the hip of Reykjavík for years, seemingly adding new streetwear brands right as they get popular. Further, they’ve got housewares from brands such as LoPedro (of Retro Stefson fame) and gear from running brand Vecct, proving their attentiveness to exciting Icelandic creatives.
Previous Winners:
2025: Góði Hirðirinn
2024: Fischersund
2023: KIOSK
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