EST. 2023

The Shop

On Forty

Men's apparel, youth apparel and unique gifts. Two shops, Henagar and Fort Payne. Order online and pick up at either one.

Shop online Visit a shop

VotedBest MenswearBest of DeKalb 2026

BurleboDrakeBajioKaneCombat WaterfowlTurtleboxOld RowEmbryStaunchShallow Water Co.

The Shop on 40 & Gault

Upcoming holiday events

Shop early for the best selection of holiday gifts, apparel and more.

Happening now

November 6th – 7th

Christmas Open House

The Shop on Gault, Fort Payne

Happening now

November 12th, 13th & 14th

Hometown Marketplace

Holiday Edition, Boaz, Alabama

Happening now

Sat Nov 14, 9 AM – 4 PM · Sun Nov 15, 1 PM – 4 PM

Christmas Open House

The Shop on 40, Henagar. The first 15 people in on Saturday receive a gift. Stocking stuffers, special discounts and refreshments.

Happening now

November 27th · 6 AM – 6 PM

Black Friday Boutique Market

Fort Payne, Alabama

Since 2023

Voted DeKalb's best menswear

The Shop on 40 opened on Alabama Highway 40 in Henagar in 2023. Owners Jerime and Christy Keith fill it with men's and youth apparel, hats and unique gifts, and in 2026 they opened a second shop, The Shop on Gault, in Fort Payne.

Readers of the Times-Journal and Southern Torch voted it Best Menswear in the Best of DeKalb 2026.

2shops in DeKalb County

2023opened in Henagar

2026voted Best Menswear

Holding the Voted Best of DeKalb 2026 banner inside The Shop on 40 — Best of DeKalb 2026, inside the Henagar shop.

In the shop

Camo, coastal and everything in between

Burlebo, Drake, Bajio and Old Row on the racks, hats on the wall, and gifts by the register.

A dad and son in matching camo hoodies — Matching camo

Camo pullover worn next to a small plane — Men's

A wall of Turtlebox speakers — Turtlebox

Shoes, tees and hats inside the shop — Inside the shop

A boy in a camo jacket sitting on a log — Youth

Combat Waterfowl tees — Combat Waterfowl

Graphic tees and hats on display — Graphic tees

Shop online

Shop the store

Free in-store pickupOrder here, pick it up in Henagar or Fort Payne.

Sample items and prices for this preview. The shop adds its own products, sizes and prices.

Two shops

Come see us

Order online and pick up at whichever shop is closer, or come in and look around.

The Shop on 40Henagar, Alabama · Est. 2023

9107 Alabama Highway 40
Henagar, AL 35978

Wednesday – Friday: 10 AM to 5 PM
Saturday: 10 AM to 2 PM

(256) 657-4320 Directions

The Shop on GaultFort Payne, Alabama · Est. 2026

On Gault Avenue in Fort Payne.

Men's apparel and unique gifts. Call us for hours.

(256) 657-4320

Get in touch

Questions? Call us.

Phone: (256) 657-4320
Email: theshopon40@gmail.com
Owners: Jerime & Christy Keith