The Fort Bragg General Store, also known as The General, is an eclectic mix of utility and creativity.

Did you forget your toothbrush? You’re covered. Need a sandwich and some licorice? We’ll heat that up on the panini press and send you out the door with plenty of napkins. Need organic coconut oil? A gift for your sibling? Your niece? Yourself? We have incredible jewelry, home goods, kids clothing, cards, candy, fresh food to go…you name it.

We’re a one stop shop with attitude. Pull up a stool and play Nintendo. We’ll be manning the record player and there’s a kids corner full of legos to distract the littles.

Our Story

Mikael and Jessica grew up on the Mendocino Coast. While living in Los Angeles together, they met Matty who would later move to Fort Bragg to buy the Golden West Saloon with them. While running the bar and the building, the group began to fantasize about creating a retail space to showcase their own creations, the vast local product and to meet more of their small town’s needs. The Fort Bragg General Store was born out of their eccentric partnership and vast optimism for an incredible community.


In a unique town, on a unique street, we’re a new kind of general store.