Discover The Mills Marketplace: Lincoln’s Revitalized Hub for Local Shopping, Dining, and Mountain Culture
Exciting transformations are underway in Lincoln, New Hampshire. What was once known as The Village Shops has officially been rebranded to The Mills Marketplace — a name that reflects both the region’s rich mill-town heritage and its future as a thriving hub of local culture, commerce, and community.
But this isn’t just a name change — it’s a full revitalization. At the heart of this change is a collection of locally owned businesses, elevated amenities, and a deeper focus on artisan craftsmanship and authentic experiences. Whether you’re a White Mountains local or visiting from afar, The Mills Marketplace offers something unique, refreshing, and deeply rooted in New Hampshire pride.
Explore the Businesses Inside The Mills Marketplace: Retail
Burgeon Outdoor: Born in Lincoln and made for the mountains, Burgeon Outdoor designs and manufactures high-performance outdoor apparel right on-site. They believe in giving back to the community and paying their employees a livable wage — it’s not just clothing, it’s a movement rooted in sustainability and social impact.
The Shop at South Peak: The go-to spot for South Peak Resort merch, this shop offers branded gear, hats, hoodies, and souvenirs perfect for remembering your mountain getaway.
Gregory’s at South Peak: This upscale boutique features Lululemon and Faherty apparel, combining stylish functionality with mountain town charm.
Mountain Furniture Co.: Step into cozy, handcrafted living. This store features rustic-modern furniture, seating, lighting, and accessories that bring warmth and character into any home.
Loon Rustics Furniture: Offering premium rustic furniture and full interior design services, Loon Rustics transforms any space with natural beauty and thoughtful craftsmanship.
Dining & Drinks
Snowfish Sushi: From the sea to the slopes, Snowfish brings fresh, flavorful sushi to the mountains. Expect artfully crafted rolls, a cozy modern atmosphere, and flavors that surprise and satisfy.
Bluebird Martini Bar & Lounge: Sip handcrafted martinis and curated cocktails in a chic, relaxed setting. Bluebird blends ski-lodge charm with upscale ambiance — ideal for date nights or après-ski relaxation.
Very Cool Coffee Cart: A caffeine oasis in the heart of The Mills. Whether you’re grabbing a latte on the go or chatting with friends over cold brew, this cart delivers seriously good coffee with laid-back vibes.
The Chocolatier South Peak: Charming and decadent, this shop specializes in small-batch handcrafted chocolates and candies — a must-visit for those with a sweet tooth.
One Love Brewery: A rustic, spacious brewpub with mountain views and a lively atmosphere. One Love is a community favorite known for its creative pub fare, rotating craft beers, and dog-friendly patio. It’s the perfect place to kick back after a hike or ski day with a beer in hand and live music in the background.
Note: One Love Brewery is currently under an exciting remodel and will reopen on May 19th, so plan your next visit accordingly!
The Moon Bakery and Cafe: Serving everything from scratch-made pastries and fresh bread to sandwiches and salads, this bakery focuses on local ingredients and warm, friendly service.
Jimmy Seas Pan Pasta: Italian comfort food at its finest — served straight from the pan. Favorites include Lobster Fra Diavolo and classic Alfredo, paired with salad and warm bread.
Real Estate
South Peak Real Estate & Experience Center: Thinking about calling the mountains home? Stop by the South Peak Experience Center to learn about property options, community benefits, and all the perks of living slope-side. It’s the perfect resource for discovering your next adventure.
More Than a Marketplace — A Reflection of Lincoln’s Evolution
The Mills Marketplace is more than a shopping and dining hub — it’s a bold reflection of Lincoln’s transformation. Lincoln is now becoming a year-round destination for outdoor enthusiasts, food lovers, and culture seekers alike.
The rebranding from The Village Shops to The Mills Marketplace isn’t just cosmetic — it captures a deeper shift. The town’s roots in logging and manufacturing are being honored through mill-inspired architecture and thoughtful design, while its future is being shaped by entrepreneurs, artists, and community-focused businesses who are redefining what it means to “shop local.”
As Lincoln grows, so too does its identity. New lodging, expanded trail systems, family-friendly attractions, and seasonal festivals are turning this mountain town into a go-to destination in every season. The Mills Marketplace sits at the center of it all — welcoming locals and travelers with creativity, craftsmanship, and connection.
Plan Your Visit
Located at 25 South Mountain Drive in Lincoln, NH, The Mills Marketplace is open year-round and offers free parking, walkable access to Loon Mountain’s South Peak Resort, and a vibrant, welcoming environment. Whether you’re grabbing a bite after a hike, browsing artisan goods, or relaxing with friends over a local brew, The Mills invites you to stay a little longer and experience the best of the White Mountains.
Stay Connected
Follow the Mills Marketplace on Instagram: @themillsmarketplace_
Watch for community events, seasonal specials, and exciting new openings!
