(920) 982-5822 Info@NewLondonTourism.com

Water Street Vintage

Water Street Vintage, LLC is an antique mall located in downtown New London. Carrying vintage, shabby chic, antique, repurposed items, furniture, records, art, jewelry – there are so many things under one roof.

The inventory is changing daily so keep checking back. There are 70 booths filled with awesome finds as well as 3000 plus sq. ft of consignment.

New London is becoming a destination with other consignment and gift shops in the area.

207 W. North Water St.
(920) 982-9826

Simply Repurposed & Water Street Boutique

Re-purposing and up-cycling old or unwanted furniture into beautiful useful pieces is our specialty. With over 20 years of experience, we enjoy not only the work to repurpose a piece, but also the excitement of bringing life back to quality pieces in traditional and trending colors. 

Carrying unique home decor and women’s clothing boutique, we have everything from that special house warming gift to that new weekend outfit. Women’s clothing in sizes small to 3x.

218 W. North Water St.
(920) 740-6473

Familiar Grounds

 Familiar Grounds Gourmet Coffee & Extraordinary Gifts offers more than just your simple cup of coffee. We offer a wide variety of hot or cold beverages,fresh bakery,quiche, paninies, sandwiches, salads fresh fudge all made fresh in our store.

We offer a large selection of gifts and home decor Candles,Greeting Cards, Bath and Body, Jewelry,Handbags and Accessories we have something for everyone. 

206 N. Pearl St.

(920) 982-4332

Johnny’s Little Shop of Bait

Whether fishing for walleye, white bass, northern pike, largemouth or smallmouth bass, catfish, etc., make sure to stop in at New London’s only full service bait shop.

Johnny’s Little Shop Of Bait is conveniently located on the Wolf River, right next to the boat ramp. We are open 7 days a week, year round, even on holidays. Johnny’s has almost everything you need and enjoy world class fishing on Wisconsin’s Wolf River.

1205 W. Wolf River Ave.
(920) 982-4802

Island Music


Island Music opened its doors in 1985. In 2010, we opened a second store in New London, WI.

​Island Music is locally owned and operated by musicians for musicians, and has been serving the Neenah, Menasha, Appleton, Oshkosh, New London and Green Bay areas for more than 30 years!

Thank you for your support and patronage.

1927 N. Shawano St.
(920) 982-5566

St. John’s Community Thrift Store

St. John’s Community Thrift Store was founded in downtown New London as an outreach ministry of St. John’s Episcopal Church. Since opening in May 2002, the quality of the goods and friendliness of the staff has been a primary goal. You may find your unique treasure.

107 W. North Water St.
(920) 982-4141

The Bridge Thrift Store

What is The Bridge Thrift Store?

A resale store offering a variety of treasures for everyone. All proceeds from sales at The Bridge goes towards Mission of Hope House, a resource homeless shelter located just across the street in New London, WI.

Just as The Bridge is helping Mission of Hope House be sustainable {financially}, it’s also giving the tools and the hand-up to the folks who need those skills to be self-sustainable in a real world and creating friendships.

517 N. Shawano St.
(920) 359-0705

Dollar General

Our stores deliver everyday low prices on items including food, snacks, health and beauty aids, cleaning supplies, family apparel, housewares, seasonal items, paper products and much more from America’s most-trusted brands and products, along with Dollar General’s high-quality private brands.

801 N. Shawano St.
(920) 982-4260

Dollar Tree

At your local Dollar Tree, every item is $1 (or less) each! As North America’s largest single-price-point retailer, we strive to keep our shelves stocked with extreme values on household items, cleaning supplies, vases and floral supplies, and more. Meet your family’s needs with affordable beauty products, toys and crafts, school supplies, and everything in between.  

1291 N. Shawano St.
(920) 472-6054

Family Dollar

For over 50 years, Family Dollar has provided our customers with value and convenience. With the help of our vendor community we’re able to keep our costs low, enabling us to pass those savings down to our customer.

304 Wolf River Plaza
(920) 982-1677

CHS Larsen Cooperative

At CHS our first priority is to help our farmer-owners and customers grow. This means providing quality products, the latest in innovation, and first-class customer service. As agriculture and our communities evolve, we are committed to staying at the forefront of the industry.

1104 Mulligan Dr.
(920) 982-1111

New London Building Supply

New London Building Supply offers almost everything a customer could need for a building project.  It has numerous tools, plumbing and electrical supplies, roofing, siding, Andersen ® Windows, interior doors and a complete lumber yard.  We also have a full time draftsman and cabinet designer on staff to aid customers with their projects. 

1718 Mill St.
(920) 982-3832

Tractor Supply Co.

At TSC, customers find everything they need to maintain their farms, ranches, homes and animals. As the inventors of the “do it yourself” trend, our customers handle practically every chore themselves, from repairing wells to building fences, welding gates together, constructing feed bins, taking care of livestock and pets, repairing tractors and trucks and building trailers for hauling.

1651 N. Shawano St.
(920) 982-6222


At the corner of happy and healthy. Trusted since 1901.  Walgreens is a full service drug store offering a pharmacy, photo center, light food and snack shopping, gifts and more.

981 N. Shawano St.
(920) 982-5189


At Walmart, we’re committed to using our size and scale for good. Not just for our customers, or even our associates, suppliers, and their families, but also for the people in our communities and around the world that we will never meet. 

This Wal-Mart offers light food and snacks, sporting goods, clothing, electronics, pharmacy and various other items. This Wal-Mart is not a Superstore Wal-Mart.

1717 N. Shawano St.
(920) 982-7525



Enter your name and email at the link below to receive notification when the Sturgeon begin spawning on the Wolf River in New London.
Find out more about the yearly ritual here.