The general store is back, courtesy of Heritage Goods & Supply, which has opened its fourth location — in Montecito.
In doing so, the women-owned business is bringing retail back to its roots, and offering a refreshing contrast to its high-end neighbors.
With a flagship store in Carpinteria and smaller shops in Santa Barbara and Solvang, Heritage Goods & Supply has built a loyal following for its thoughtful, lifestyle-driven approach to retail.
The Montecito store — at 1275 Coast Village Road — carries that same sensibility, blending clothing with home and everyday goods in a way that feels intentional rather than indulgent.
“We developed this store to bring elements of the homestead into everyday life,” co-owner Emma Rollin Moore, who runs the business alongside partners Lauren Malloy and Ashley Moore, told Noozhawk.
“From the clothing we carry to the goods we curate, it’s about translating the simplicity and intention of back-to-roots living into daily life.”
On a recent Monday, with a few lingering weekend tourists wandering Coast Village Road, Moore gave me a tour of the new shop — and a crash course in homesteading.
As a city girl, I needed it.
Homesteading, I learned, is a lifestyle centered on self-sufficiency and sustainability, rooted in traditional skills like gardening, food preservation, sewing and home-based crafts.
Heritage Goods & Supply owners Lauren Malloy, Ashley Moore and Emma Rollin Moore wrote the book — The Children’s Heritage Sourcebook: 100+ Back-to-Roots Activities for Kids & Teens — on how to pull kids and their parents away from screens and back into shared experiences. Credit: Sara Prince photo 
From left, Heritage Goods & Supply owners Emma Rollin Moore, Lauren Malloy and Ashley Moore are a welcoming presence at their newest store, at 1275 Coast Village Road in Montecito. Credit: Sara Prince photo 
Canned goods, olive oil, candles, jams and dish towels fill the shelves — along with chicken feed if you need it. Credit: Sara Prince photo 
Yeti coolers are at home with any décor. Credit: Sara Prince photo 
Howler Bros. shirts are on brand. Credit: Sara Prince photo
While the term originated with settlers claiming land under the Homestead Act of 1862, today it’s less about acreage and more about mindset — whether you live in an apartment or on a ranch.
Heritage Goods & Supply opened in 2017 at 5100 Carpinteria Ave. in Carpinteria, initially offering supplies and information for people interested in canning, pickling, fermenting and baking sourdough.
Over time, it expanded to include beekeeping materials, chick-raising supplies and even guidance on milking a cow.
The store grew organically out of urban homesteading classes taught by Malloy and the two Moores, who are not related. As interest surged, so did demand for the tools and materials.
That interest hasn’t waned. If anything, it has grown as people seek healthier food, greater independence and a closer connection to nature.
Although the partners’ children are now older, the hands-on, creative lifestyle remains central. Their kids grew up sewing, knitting, cooking, gardening and making herbal remedies — learning from one another and passing skills along.
“From the clothing we carry to the goods we curate, it’s about translating the simplicity and intention of back-to-roots living into daily life.”
Emma Rollin Moore
Each Heritage location is carefully edited, with the Carpinteria store offering the most expansive selection.
Clothing is displayed with ease and confidence: classic Levi’s, Pendleton shirts and blankets, outerwear, vests and sweaters.
There are leather handbags, cowboy and fashion boots, socks, shoes and, yes, even chicken feed.
The stores — including 160 W. Alamar Ave. in Santa Barbara and 1623 Mission Drive in Solvang — also shine when it comes to children’s items: books, games, puzzles, handmade sweaters, costumes, stuffed animals and art supplies.
Add in garden tools, Yeti camping gear, skin care, cookbooks, olive oils, jams, candles, jewelry and good seeds, and you begin to understand the appeal.
One of Heritage’s proudest accomplishments is The Children’s Heritage Sourcebook: 100 Back-to-Roots Activities for Kids & Teens, published by Rizzoli and photographed by Sara Prince.
Designed to pull kids — and parents — away from screens and back into shared experiences, the book centers on three ideas: Eat. Raise. Make.
And if you’re wondering how far this ethos extends, Rollin Moore now hosts pie-making parties.
Where do I sign up?
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