Shopping in Iceland? Despite its small size, Reykjavík offers excellent possibilities for shopping. Surprisingly, the prices of designer and luxury goods are often considerable lower than on the continent. This is partly because retailers don't have to pay the sky-high cost of prime-spot retail space like in larger cities. Look for Icelandic design in fashion, inspired by the hard conditions and the beautiful nature. For those who are ready to go upscale and enjoy the good things in life, it comes as great news that in the past years, Iceland has seen a growing number of designers offering their unique creations. They have often studied abroad and then returned to enrich their country with their unbound creativity, throwing up colors and forms that mix international flair, and yet are firmly rooted in Icelandic culture..