NPH adjusts to current market

Northwestern Publishing House (NPH) has announced it will close its retail store in the fall. The store, located in Milwaukee, offers Christian books, music, gifts, and church supplies. These items will continue to be available at NPH’s website,, or by calling 1-800-662-6022.

A WELS subsidiary and non-profit organization, NPH has served customers for more than 125 years with Christ-centered resources. Going forward, NPH remains committed to developing new materials. Planned titles include Ten Things to Tell Your Grandkids  and Look Up From Your Phone So I Can Love You. The final books in the Peoples Bible Teachings and Bible Discovery series are also being developed. In addition, NPH is continuing its work on the new hymnal and its accompanying resources, which are scheduled to be available by Advent 2021.

As the announcement of the store’s closing was made, NPH’s customers reacted to the news with both sadness and understanding. Many reminisced about the special atmosphere and products for which the store is known. Others voiced their support for NPH and its mission.

“A sad announcement but a practical one,” wrote Johnold Strey, pastor at Crown of Life, Hubertus, Wis.

“Glad you’re still going to have an online store, which reaches so many more people than one brick and mortar building could,” shared Lorraine Goward, a member at Christ, Oakley, Mich. “Sounds like an excellent use of your resources to close the store and pour more into the website.”

In a letter to customers, Bill Ziche, president of NPH, explained that Christian publishing has faced many challenges in recent years. “Publishers affiliated with church bodies have declined significantly in number and size,” noted Ziche. “For many retailers, there has been a dramatic shift by their customers toward purchasing online rather than at physical retail store locations. Northwestern Publishing House has been impacted by these trends as well.”

NPH’s retail store currently represents about 17 percent of total sales. As the store’s sales have fallen, NPH’s leadership began to anticipate this change and upgraded its website at The site now provides better search capabilities and an improved customer interface.

In spring 2019, NPH will implement another cost-saving measure by transitioning its warehousing and distribution to an outside fulfillment partner that will ship orders to customers. NPH’s staff will also move its offices to the synod headquarters at the WELS Center for Mission and Ministry. These changes will allow NPH to sell its current building and use the money to continue publishing Christian resources while developing even stronger relationships with WELS areas of ministry and commissions.

Mary Sieh, a member at Good Shepherd, Burnsville, Minn., voiced many people’s thoughts when she wrote on Facebook, “Thankful for you, NPH and staff! May God bless your efforts as you move forward in continuing to provide us with the biblically sound material we’ve come to know and love from you.”


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Volume 105, Number 6
Issue: June 2018

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