About Us

The Next Generation first opened in April of 1986 occupying one store front on Main Street in historic downtown Stoughton. Over the years, we expanded into the adjoining store front and began offering unique children's toys and gifts. Shortly thereafter, we expanded once again by renovating the lower level so we could relocate and expand our children's clothing area and begin offering women's clothing.

The Next Generation has become a well-established fixture on Main Street. People love stopping in often so they can find gently worn children's clothing for all of their children as well as fun and fashionable clothing for women. Our customers love coming in to shop our unique collection of new toys and gifts for birthday presents or just because. We'll always help you find something special and we even offer complimentary gift wrapping for purchases of new toys and gifts! Each time you stop in, you'll find new and interesting finds as our inventory changes daily.

True to our name, kids who grew up wearing clothing purchased at The Next Generation are now beginning to shop for the next generation of their own families! We love watching our customer's kids grow up and have become great friends with those who stop in to shop with us. We look forward to your visit!

Gift Cards

Gift cards always make a great gift and our gift cards are available in any amount. Gift cards can be used towards anything in the store- children's clothing, women's clothing, or new toys, books, and gifts!

Loyalty Card

We offer a Loyalty Card program to reward our shoppers for shopping with us. Earn a stamp for every $10 spent in a single purchase. When you accumulate 15 punches, you can redeem your card for $10 towards your purchase on your next visit!

*Loyalty cards are not accepted during storewide sales or during special sales.

Come Visit Us!

161 East Main Street, Stoughton, WI 53589