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award-winning service & Selection
We are thrilled to be recognized in Madison.com's People's Choice Awards! Discover what makes The Next Generation the best place to shop for your family!
The Madison.com People's Choice Awards are an annual event that celebrates the best businesses, organizations, and individuals in Madison and Dane County, Wisconsin. These awards are determined by the community's votes, reflecting local residents' appreciation for outstanding service and quality.
More than 8,927 registered users, 19,314 businesses nominated, and 103,268 total votes cast were cast in the 2024 People's Choice Awards. We are honored to have been selected as Best Children's Boutique and Favorite Consignment Shop.
These accolades are a testament to our customers, who have made us their go-to destination for children’s apparel, toys, and gifts. It’s your support that helped us win these prestigious titles, and we are incredibly grateful to be recognized by the community.
At The Next Generation, we don’t just sell products; we create lasting relationships with our customers. We strive to provide a personalized shopping experience, whether you're stopping by for a quick trip or spending time browsing our carefully curated selection.
What sets us apart?
QUALITY YOU CAN TRUST
We carefully select each item in our store, ensuring that everything meets our high standards for durability and style. From gently used clothing to brand-new toys and gifts, you can trust that every item is chosen with care.
AFFORDABILITY WITH NO COMPROMISE
Shopping smart doesn’t mean sacrificing quality. We offer a thoughtfully curated selection of children’s clothing, toys, gifts, and women’s consignment at prices that let you get more for your money—without cutting corners on style or value.
SUSTAINABILITY AT ITS BEST
We believe in supporting eco-conscious shopping by offering gently used items a second life. By shopping at The Next Generation, you’re reducing waste and contributing to a more sustainable future for your family.
CUSTOMER-FOCUSED SERVICE
Our team is always happy to help! Whether you need a recommendation or just a welcoming place to shop, we’re here to make your experience easy and enjoyable with friendly service and a smile.
WHY OUR CUSTOMERS LOVE US
"I’ve been shopping at The Next Generation for years, and not only do I find amazing items for my kids, but I’ve also discovered some great consignment pieces for myself. I love that they have stylish, affordable options for women, too!"
-Sarah W.
"I have been shopping here since 1989 with our first of four children and now back for 5 grandchildren! Couldn't find better bargains! Even better prices than today's garage sales. Staff is so friendly and helpful."
-Lenae A.
Best resale store around with many NEW and gently used kids items as well as women's items. This store is so fun and prices are amazing. The owners and staff are so friendly and offer exceptional customer service.
-Courtney F.
COME VISIT US!
Ready to experience award-winning service and selection? We invite you to stop by The Next Generation in Stoughton, WI, to see for yourself why we’ve earned the title of Madison’s Favorite Consignment Shop and Best Children’s Boutique!
We look forward to meeting you and helping you find everything you need for your family.
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