A Step Back in Time

Originally constructed in the 1800s, this historic building has worn many hats over the decades, serving as a general store, pharmacy, post office, and insurance office before becoming the five-and-dime store in 1939. For more than 80 years, the North Conway 5 & 10 has remained a staple of the community and one of the last unchanged fixtures on Main Street.

Stepping inside feels like taking a step back in time, with antique wooden counters and glass dividers showcasing hard-to-find everyday items like marbles, jump ropes, parade gloves, and oilcloth. This nostalgic shopping experience is rooted in a tradition of personal service that has welcomed generations to the heart of North Conway Village.

In a new chapter of stewardship, The Berry Companies and local entrepreneur Matt Braun have purchased the property with a simple intent: to protect what makes this place special. Matt Braun, owner of Matty B’s Mountainside Cafe and Ben & Jerry’s, will own and operate the store, while the Berry Companies handle property management. Together, they are committed to preservation and local ownership, ensuring the character of the store is honored and improved with thoughtful updates.

Since its National Register of Historic Places designation in 2004, the building has been protected from alteration to ensure its historic integrity. Because of this, only restoration and renovation that maintains its heritage is permitted—a responsibility the new owners embrace. This commitment guarantees that the North Conway 5 & 10 will remain a cherished landmark for future generations, continuing its role as a living piece of North Conway’s village character.