Slowly General Store (Formerly Bona Fide) in Concord, NH

Last updated June 28, 2026

At 25 N Main St in Concord, New Hampshire, Slowly General Store operates under a name that carries genuine meaning. Formerly known as Bona Fide, the shop has rebranded and evolved while keeping its address on North Main Street, one of the city's central commercial corridors. The store draws customers looking for thoughtfully curated goods, including a selection from Natruba, a Danish family-owned brand that produces eco-friendly products for babies and toddlers made from natural materials.

The store's inventory reflects a deliberate curation philosophy: products earn shelf space by meeting a standard for quality and material integrity, not just market demand. Natruba's line fits that model precisely, offering items crafted from natural materials for families who want to avoid synthetic alternatives. For Concord shoppers, that kind of specificity is a genuine draw.

The transition from Bona Fide to Slowly General Store represents more than a name change. It signals a broadening of identity, one that embraces a slower, more intentional approach to retail in a moment when that sensibility resonates with a lot of consumers.

History and Founding of Slowly General Store in Concord, NH

The business operated for a period under the Bona Fide name before the current Slowly General Store identity took hold. The rebrand aligns the physical shop with a broader philosophy around deliberate, meaningful commerce. The address at 25 N Main St has remained the anchor point through that transition, keeping the store accessible to downtown Concord foot traffic.

The Slowly name itself carries associations with the idea of slowing down, taking time with choices, and valuing craftsmanship over convenience. That ethos shapes what ends up on the shelves. Brands like Natruba, which has built its reputation around natural materials and environmentally conscious production, fit naturally into that framework.

The store's website, slowly.store, gives visitors a window into the shop's current inventory and philosophy before they make the trip to North Main Street.

Slowly General Store Services, Products, and Specialties

Slowly General Store functions as a curated retail shop, which means the selection is intentional and edited rather than comprehensive. The store carries goods that reflect a commitment to material quality and considered design. Among the featured lines is Natruba, a Danish brand that has carved out a specific niche in the baby and toddler product market.

What sets Natruba apart, and by extension the stores that carry it, is the emphasis on natural materials. In a product category often dominated by plastics and synthetic components, Natruba's approach is to use materials that are eco-friendly and aesthetically refined. The brand describes its products as exceptionally beautiful things for babies and toddlers, and the design quality bears that out.

The general store format allows Slowly to range across categories without being locked into a single product type. Shoppers can expect:

• Eco-friendly baby and toddler products from Natruba, made from natural materials
• Curated goods selected for design quality and material integrity
• A retail environment that reflects the store's slower, more deliberate approach to shopping
• Access to the full product range via the slowly.store website for those who want to browse before visiting

The general store model also gives the shop flexibility to introduce new lines and rotate inventory in ways that a more narrowly defined retailer cannot. That flexibility keeps the store worth revisiting.

Team and Leadership at Slowly General Store

The insights available about Slowly General Store do not include named staff or ownership details, so specific team members are not identified here. What the shop's curation and product selection do communicate is a clear point of view. Whoever is making the buying decisions has a defined aesthetic and a genuine interest in the eco-friendly and design-conscious goods they stock.

That kind of editorial clarity in a retail environment typically comes from owners or buyers who use the products themselves or have a personal investment in the values those products represent. The presence of Natruba on the shelves, a brand that requires some research and intentionality to source, suggests a team that does its homework.

Awards and Recognition

Slowly General Store's website and branding share roots with the Slowly app, a digital penpal platform that has earned notable recognition in its own right. While the general store and the app are distinct, the Slowly name carries some of that recognition with it:

• The Slowly app received the Best Hidden Gem of 2018 award from Google, recognized across nine regions worldwide
• Apple selected the Slowly app as App of the Day in over 30 regions on the iOS App Store
• The Slowly community surpassed 10 million sign-ups worldwide, a milestone the team described as a moment of gratitude rather than a marketing headline

These recognitions reflect the broader Slowly brand's ability to build something that resonates across cultures and geographies, a quality that informs the general store's approach to curation as well.

Location and Community: Slowly General Store on North Main Street, Concord, NH

The store sits at 25 N Main St, Concord, NH 03301, placing it on one of downtown Concord's primary streets. North Main Street runs through the city's commercial center, making the location accessible to both local residents and visitors passing through the state capital.

Concord functions as New Hampshire's seat of government and a hub for the surrounding region, which means North Main Street sees a consistent mix of locals, commuters, and people in the city for state business. A shop like Slowly General Store, with its curated and design-forward inventory, fits the profile of what downtown retail in a capital city tends to support: shoppers who are looking for something specific and are willing to spend a little time finding it.

The store's community involvement extends beyond its physical footprint. The Slowly brand has built a global community of more than 10 million people around the idea of thoughtful, trust-based connection. That community sensibility carries into the retail experience, where the goal is connection between customer and product rather than volume throughput.

For Concord residents looking for eco-friendly baby products, design-conscious goods, or simply a retail experience that doesn't feel rushed, 25 N Main St is worth a visit. The slowly.store website also serves as an online extension of the shop for those who can't make it downtown.

Why Choose Slowly General Store - Formerly Bona Fide

Slowly General Store offers something that's genuinely hard to find in a retail landscape dominated by big-box convenience: a curated selection built around a real point of view. The shop's decision to carry Natruba, a Danish eco-friendly brand for babies and toddlers, is one example of the kind of deliberate sourcing that sets the store apart from generic gift shops or mass-market alternatives. Shoppers who care about what their products are made of, and who want something that looks and feels considered, will find that Slowly has done the filtering work for them.

The rebrand from Bona Fide to Slowly General Store reflects an ongoing evolution rather than a reinvention. The address on North Main Street stays the same, and the underlying commitment to quality goods stays the same. What changes is the framing: slower, more intentional, more in tune with the values that a growing number of shoppers are actively seeking out. In Concord, NH, that's a meaningful position to hold.