Very friendly and helpful. They have some cute things bought a long cartigan and blanket
bon magasin avec des pulls faits à partir de la laine typique islandaise
Helpful and informative owner spent nearly an hour with me as I tried to decide, brought out every variation of sweater she had for me to compare, was very patient. Also shared interesting info about the companies and the local industry (almost all products she carries are Iceland-made), different types of yarn, wool clothing care, etc. Lots of locally hand made stuff too, warm scarves, socks, and mittens - I ended up with a lovely scarf which I thought was reasonably priced. Go here for your Icelandic wool souvenir!
On our last day in Reykjavik I stopped in the store trying to find a traditional Icelandic sweater. I live in The US (North Carolina) and knew that the sweater would likely be too warm. The store owner - perhaps and I regret not getting her name - was extremely kind and helpful. I settled on a loop scarf and a Hekla which I knew I'd get more use. I ended up talking with the woman who helped me for at least 20 more minutes and she was such a delight.