Mast General Store
Mast General Store is an employee-owned regional retail chain operating 11 brick-and-mortar stores across four Southeastern states and an e-commerce site, selling curated apparel, outdoor gear, home goods, candy, and nostalgia merchandise to general consumers, outdoor enthusiasts, and local community members.
- Company typePrivate
- Founded1883
- HeadquartersValle Crucis, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Mast General Store does
Mast General Store is a privately held, employee-owned regional retail chain operating 11 brick-and-mortar locations across North Carolina (7), South Carolina (2), Tennessee (1), and Virginia (1), plus a direct-to-consumer e-commerce website (mastgeneralstore.com) shipping to the lower 48 states. Founded in 1883 in Valle Crucis, North Carolina, and reorganized under employee ownership in 1995 by John and Faye Cooper (with daughter Lisa Cooper now serving as president), the company sells a curated multi-category assortment spanning clothing, footwear, knives and tools, accessories, home and hearth, food and beverage, candy (sold by the pound), outdoor gear, toys/puzzles/games, personal care, and pet products. It operates two private-label sub-brands — Mast Collection (apparel, accessories, home goods) and Mast Store Provisioners (jams, jellies, coffee, pickles, gourmet pantry items) — alongside national brand partnerships (Patagonia, L.L.Bean, Carhartt, Birkenstock, Hoka, Benchmade, etc.).
The business runs on a one-time transaction revenue model with no subscription component. Pricing is structured around free shipping on orders $75+ (flat $6.99 otherwise) and gift cards available in $25, $50, $100, $250, and $500 denominations. Distribution combines regional brick-and-mortar retail with a national DTC e-commerce channel and in-store pickup across all 11 locations; no proprietary technology platform, mobile app, or AI/ML systems have been disclosed. Customer segments include general consumers, outdoor enthusiasts, regional community members across the Southeast, and gift buyers, with no named enterprise or B2B accounts. Growth has been deliberately measured — approximately one new location every 3-5 years — with the most recent expansion into Roanoke, Virginia in June 2020. Marketing channels are organic (email, blog content, social media on Facebook, Instagram, Pinterest, and X), supported by heritage media coverage and National Register of Historic Places designation (1973) for the Original Store. Revenue is not publicly disclosed, and the company maintains no external investors, no parent company, and no identified private equity involvement.
Mast General Store firmographics
Firmographics- Name
- Mast General Store
- Legal name
- Mast General Store
- Website
- https://mastgeneralstore.com
- Company type
- Private
- Founded year
- 1883
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mast General Store is an employee-owned regional retail chain operating 11 brick-and-mortar stores across four Southeastern states and an e-commerce site, selling curated apparel, outdoor gear, home goods, candy, and nostalgia merchandise to general consumers, outdoor enthusiasts, and local community members.
- Ownership category
- akta.pro rank
Mast General Store industry classification
Industry- Product category
- Country General Store Retail
- NAICS
- General Merchandise Retailers (455), All Other General Merchandise Retailers (455219), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)
Keywords
Where Mast General Store is headquartered
LocationHeadquarters
- HQ city
- Valle Crucis
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Mast General Store business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Brick and Mortar: Direct retail sales through 11 physical store locations offering clothing, footwear, accessories, home goods, food, candy, outdoor gear, toys, and personal care products. Single transaction model with no subscription component.
- E-commerce Sales: Online sales through mastgeneralstore.com with shipping to lower 48 states. Free shipping on orders $75+, flat rate $6.99 for orders under $75.
- Gift Cards: Digital and physical gift cards sold in denominations of $25, $50, $100, $250, and $500.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Shipping Tier |
| Other | Pay-as-you-go | Flat Rate Shipping Tier |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Mast General Store product offering
Product offeringCore offering
Mast General Store operates a chain of country general stores and an accompanying e-commerce site that sell a wide assortment of clothing, footwear, outdoor gear, home goods, toys, personal care items, and bulk-bin foods and candies. The company serves individual consumers and gift-shoppers through both its 11 physical locations across the southeastern United States and its online store, emphasizing a traditional country-store shopping experience.
Product overview
Mast General Store is a regional retail chain operating 11 brick-and-mortar locations across North Carolina, South Carolina, Tennessee, and Virginia, with a unified e-commerce platform. The company offers a broad portfolio of lifestyle and outdoor products organized into distinct categories: Clothing (women's, men's, kids'), Footwear, Knives & Tools, Accessories, Home & Hearth, Food & Beverage, Candy, Outdoor Gear, Toys/Puzzles/Games, Personal Care, and Pets. The Mast Collection serves as the company's private-label sub-brand offering apparel, accessories, and home goods, while Mast Store Provisioners provides proprietary food items including jams, jellies, coffees, and gourmet pantry products. The product portfolio also includes a gift card program. The business positions itself around heritage, community values, sustainability, and American-made products.
Differentiator
Problem solved
Functional benefit
Brands
- Mast Store Provisioners: Private label food brand featuring jams, jellies, butters, preserves, coffee, pickles, and other artisanal food products sold exclusively at Mast General Store locations.
- Mast Collection
Products and services
- Clothing
Companies that use Mast General Store
Customer profileSegments3 records
Ideal customer profiles1 record
Mast General Store technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mast General Store partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National Register of Historic PlacesminorThe Original Mast Store in Valle Crucis was listed on the National Register of Historic Places in 1973 as one of the finest remaining examples of an old country general store. Exxon (formerly Standard Oil) assisted with the preservation drive and listing efforts.
Scale indicators3 records
Recent moves17 records
Expansion highlights6 records
Mast General Store competitors and assessment
Company assessmentDirect peers
- Filson: Heritage American outdoor brand and retailer selling apparel, bags, and outdoor goods through its own stores and e-commerce. Comparable to Mast on heritage outdoor positioning, Made-in-USA emphasis, and curated product mix, though Filson is brand-owned rather than a multi-brand general store.
- Orvis: Heritage American retailer of outdoor apparel, fly fishing gear, and home goods with retail stores and e-commerce. Comparable to Mast's outdoor-and-lifestyle merchandising, heritage brand positioning, and multi-channel retail model, though Orvis is more fishing-specialized.
- Cracker Barrel Old Country Store: Operates a combined restaurant and old-country general store retail concept selling nostalgic and heritage merchandise, including apparel, food, candy, and home goods. Highly comparable to Mast General Store's general store heritage positioning and broad assortment, though Cracker Barrel is publicly traded and much larger in scale.
- REI: Consumer cooperative selling outdoor gear, apparel, and footwear across 180+ stores and a major e-commerce platform. Direct comparable to Mast's outdoor gear, clothing, and footwear assortment; differs in cooperative ownership structure (vs. Mast's employee ownership) and much larger footprint.
- The Vermont Country Store: Heritage general store retailer selling nostalgic American goods, candy, food, clothing, and home products through catalogs and online. Highly comparable to Mast General Store's heritage general store positioning, broad assortment, and nostalgia-driven customer base, though VT Country Store is catalog-led rather than footprint-anchored.
- L.L.Bean: Heritage American retailer of outdoor apparel, footwear, and gear with a multi-channel model anchored by flagship retail plus strong e-commerce. Closely comparable to Mast on the outdoor/apparel merchandising mix, heritage brand positioning, and Made-in-USA orientation, though L.L.Bean is significantly larger.
Broad incumbents
- Cabela's: Major outdoor, hunting, and fishing retailer with large-format destination stores and e-commerce. Overlaps with Mast on outdoor gear, apparel, and footwear categories, but operates at massive scale as part of Bass Pro Group and is hunting/fishing-specialized.
- Patagonia: Heritage outdoor apparel and gear brand selling direct-to-consumer through stores and own website. One of Mast's key third-party brands (featured in their catalog), making it a relevant category peer, though Patagonia is a single brand while Mast is a multi-brand retailer.
- Bass Pro Shops: Major outdoor retailer operating large-format destination stores selling outdoor gear, apparel, footwear, and related merchandise. Comparable to Mast's outdoor product categories and destination-store positioning, but operates at significantly larger scale with broader fishing/hunting specialization.
Emerging players
- Trader Joe's: Specialty grocery retailer known for its heavy private-label mix and curated product assortment. Comparable to Mast General Store's emphasis on private-label products (Mast Collection, Mast Store Provisioners) and curated product philosophy, though Trader Joe's is food-focused and national.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Mast General Store social profiles
Digital presenceMast General Store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mast General Store leadership team
Management profileNumber of profiles
Profiles1 record
Mast General Store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mast General Store M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mast General Store
What does Mast General Store do?
Mast General Store operates a chain of country general stores and an accompanying e-commerce site that sell a wide assortment of clothing, footwear, outdoor gear, home goods, toys, personal care items, and bulk-bin foods and candies. The company serves individual consumers and gift-shoppers through both its 11 physical locations across the southeastern United States and its online store, emphasizing a traditional country-store shopping experience.
Is Mast General Store a public or private company?
Mast General Store is a private company. It is classified as management employee owned and is currently operating.
When was Mast General Store founded?
Mast General Store was founded in 1883. It employs 101 to 250 people.
Where is Mast General Store based?
Mast General Store is headquartered in Valle Crucis, United States, in the North America region.
How does Mast General Store make money?
Three revenue lines are on record. Retail Sales - Brick and Mortar is the primary driver. The others are E-commerce Sales and gift Cards.
Who are Mast General Store's main competitors?
Direct peers on record are Filson, Orvis, Cracker Barrel Old Country Store, REI, The Vermont Country Store and L.L.Bean. Broad incumbents are Cabela's, Patagonia and Bass Pro Shops. Trader Joe's is listed as an emerging player.
Does Mast General Store have an API?
No public API is recorded for Mast General Store.
What industry is Mast General Store in?
Mast General Store's product category is Country General Store Retail. Its primary akta.pro industry code is CRAEAGAA, Traditional Variety Stores (General Variety & Five-and-Dime). Its NAICS code is 455 and its SIC code is 5331.