Our History | Boston General Store

From humble beginnings in a dining room in Dedham, Massachusetts, to a growing business with two Boston-area shops and customers across the country, Boston General Store has come a long way since 2013. Through it all, we've stayed true to the values that inspired our founder to start the business: an appreciation for well-made goods, the people who make them, and the communities that support us. Here's a look back at some of the milestones that have shaped our story.

2013 — Our Story Begins

Merchandise is laid out on tables and a photo shows a large wooden surface in a dining room that served as the Boston General Store headquarters.

April Gabriel started Boston General Store as a small online shop, operating out of the dining room of her home in Dedham. Inspired by her grandmother, “Nanna,” and her appreciation for well-made things that could be used for a lifetime, April began seeking out thoughtfully designed, durable goods from makers around the world.

2013–2015 — Markets and Pop-Ups

As her online business grew, April began bringing her collection into the community through markets and pop-up events around the Boston area, building a local following.

October 2015 — A Home in Coolidge Corner

With the success of the pop-ups and supported by the enthusiasm of her loyal customers, April opened her first brick-and-mortar store at 305 Harvard Street in Brookline’s Coolidge Corner neighborhood, bringing her online assortment into a permanent physical space for the first time and growing her team.

September 2016 — The Legacy Continues

Products are displayed in a shop where canvas bags hang on a display wall.

With a year in Coolidge Corner under her belt, April set her sights on the town where it all began and opened a 3,000-square-foot pop-up shop in Dedham’s Legacy Place shopping center. A successful holiday season confirmed that Dedham would be an ideal place for a second permanent location.

February 2017 — Putting Down Roots in Dedham

A Boston General Store sign hangs on a brick building that's covered in ivy.

In the winter of 2017, April opened a shop in a beautiful ivy-covered brick building in historic Dedham Square. The opening brought her business back to the town where it all began in April’s dining room four years earlier.

2017–2020 — BGS Continues to Grow

With permanent shops in Brookline and Dedham alongside a growing ecommerce business, Boston General Store continued to expand its collection while remaining focused on functional, well-made goods and the makers behind them.

March 2020 — Finding New Ways to Connect

When the pandemic temporarily closed both shops, Boston General Store looked for new ways to stay connected with customers during an uncertain time, bringing more of its collection online and even delivering goods directly to local customers.

That shift fueled a period of unprecedented ecommerce growth, expanding BGS’s reach nationwide while its Brookline and Dedham shops continued to grow and serve their local communities with the same personal connection that had always been at the heart of BGS.

2020–2026 — Reaching New Heights

From 2020 to 2026, Boston General Store continued to grow, reaching new customers while deepening relationships with longtime supporters and legacy brands. The BGS team traveled near and far in search of thoughtfully made goods, collaborated with makers on exclusive products, and created carefully curated collections of their favorite finds. From gift boxes celebrating local makers to their popular Office Club Stationery Subscription, these collections offered new ways to discover and enjoy the products BGS loves.

May 2026 — A New Chapter in Coolidge Corner

A photo showing the Boston General Store Coolidge Corner shopfronts, taken from the street.

After more than a decade in business, Boston General Store moved its original Coolidge Corner shop into a larger home at 313A Harvard Street, just a few doors down from its longtime location. At the same time, BGS opened an adjacent stationery shop, creating a dedicated space for its growing collection of notebooks, writing tools, paper goods, and other stationery. The two storefronts marked the biggest expansion of Boston General Store’s Brookline presence since the original shop opened in 2015.

Growing Thoughtfully

As Boston General Store looks to the future, we're committed to growing without losing the personal, small-business experience that has been part of BGS from the beginning. No matter how the business evolves, we'll continue seeking out well-made goods, celebrating the people who make them, and finding new ways to connect with the communities we serve.

Thank you for coming along with us on this journey. We’re grateful to everyone who has been part of the Boston General Store story so far, and we hope you’ll stay connected as we continue to grow.

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