Ladies and gentlemen, the yarn section of the grocery store–this one's attached to a mall in Reykjavik. The yarn is just past the dairy case.
Mostly Lopi, but also a very large selection of Dale of Norway. Also sock yarns, mystery acrylics, pattern books, needles, notions, and buttons.
The above is plötulopi (unspun yarn, in wheels), wrapped in plastic to preserve the yarny freshness.
I wouldn't believe it if I hadn't seen it with my own eyes.