Five Swans has been a cherished fixture in the heart of Wayzata, offering thoughtfully curated gifts, home décor, and kitchenware that reflect both timeless style and a dedication to personal service. As a 50-year member of the Wayzata West Metro Chamber, we connected with the team at Five Swans to chat about their beginnings and where they are today.
Founded by Bob Ogren and his family, Five Swans began as a tribute to Scandinavian heritage, inspired by a stamp featuring five swans—each representing one of the five Scandinavian countries. With an eye for quality and a heart for hospitality, Five Swans soon became known far beyond Wayzata for its warm service, unique selections, and beautiful presentation.
For many years, the store has been run by the Zitzloff family, who have helped carry forward Bob’s vision and ensured the business continued to thrive through changing seasons, trends, and generations. The Zitzloffs nurtured the business through periods of growth and transition, always prioritizing personal relationships and exceptional service. Whether helping customers pick out the perfect gift or supporting community events through the Chamber, they represented the heart and soul of what Five Swans had come to mean to generations of shoppers.
Reflecting on 50 Years with the Chamber
Bob Ogren was deeply involved in the Chamber from the start, understanding the value of collaboration among local business owners. Attending luncheons and engaging in community events allowed Five Swans to establish strong relationships and build brand recognition locally.
The Chamber’s events, particularly James J. Hill Days and the Wayzata Art Experience, not only brought visibility to Five Swans but also gave their team opportunities to engage creatively in community traditions. One memorable highlight was participating in the James J. Hill Days parade, where they transformed a Volkswagen into a swan. Beyond their festival participation, Five Swans was honored with the Chamber and Business & Estate Advisers’ Exceptional Service Award in 2013.
Words of Wisdom for New Businesses
For those just starting their business journey, the team at Five Swans offers this advice: show up, get involved, and listen. Attend luncheons, get to know your neighboring businesses, and take the time to understand different perspectives. Lean into the Chamber! They provide invaluable access to knowledge, connections, and community spirit.
Looking Ahead
While much has changed over the past 50 years, one thing remains constant at Five Swans: a deep commitment to customer service. Every product on the shelf and every conversation behind the counter reflects a belief in listening, understanding, and delivering on customers’ needs.
Looking to the future, Five Swans is excited to expand its reach and share its charm with communities beyond Wayzata, including customers in White Bear Lake, Maple Grove, and beyond. The team is extremely grateful for the continued support of this incredible town and is inspired and energized by what lies ahead.
Five Swans is located at 315 Lake St. E, Wayzata.
