General Store of Middlebury

(574) 849-6955   |   102 South Main Street, Middlebury, IN 46540
Welcome to the General Store of Middlebury. Our vision is to have a quality selection of merchandise that performs to our customer's expectations. We also strive to provide exceptional customer service both in store and on the phone. Stop by or call today!
General Store of Middlebury
General Store Logo

About Us

Our business was founded in the spring of 2011 by Myron & Luann Yoder in a 12×16 cabin. Originally known as Premier Optics, the store specialized in binoculars and rifle scopes.

In 2015 the business moved to downtown Middlebury Indiana, added footwear along with an expanded optics selection, and renamed to Premier Sporting Optics & Footwear.

After 4 1/2 years of working in the factory and running the store in his spare time, Myron decided to take the plunge and go full time with the store. Around the same time came the opportunity to purchase a different building. The optics part of the business was sold and the General Store of Middlebury was born specializing in fabrics, clothing, and footwear.


"I appreciate the selection of high quality shoes and boots. The clocks and decor are also impressive. Lots of great gift items as well!"

Popular Products



Explore our collection of top-notch brands like Adidas Outdoors, Keen, Brooks, Wolverine, Skechers, Nunbush, SAS, and many others. Browse through our extensive range of footwear options to find the perfect fit for you.



Our specialty lies in dress and pant fabrics, but we offer a wide selection of wedding fabrics as well. We also provide sample books for customers to explore and dream.



We offer a premium apparel for the whole family. We carry Port Authority, Sport Tech, and many other brands. We also provide, hand-made, plain community clothing. We offer wool hats, socks, head coverings, pull-overs and wind-shirts and more.

Jelly Belly

Specialty Products

As a variety store we carry a full line of The Worlds Smallest Toys, Jelly Belly Beans and Chocolates, Itz Ritz, and much more!

Send Us a Message

Send us a message or question and we will respond as soon as possible. Thank you.

Free Catalog

Download our catalog and view many of the products we carry. You can also place your order, at your convenience, by phone.

Store Catalog