Thoughtful objects + lifestyle
Merge is a brand and lifestyle shop providing quality and design-forward goods, with a focus on locally made products using natural materials. Our selection aims to effortlessly help find beauty in the rituals, joy in the everyday, and confidence in the understated elegance with thoughtful objects and pieces of clothing that will uplift you.
Design, attention to detail, sustainability, and mindfulness play a major role in curating intentional objects, collaborating with makers, and through the creation of our own timeless Merge collections of apparel, self-care products and home goods.
Moreover, we strive to celebrate creativity and small-batch craftsmanship within the marketplace, dedicating part of our selection to Canadian handmade goods and as local as we can, providing a fun selection of gift ideas. We aim to share the mentality of owning only beautiful and useful objects born from the unapologetic love for creativity and thirst for design.
We believe in lifestyles that celebrate the little things and ride the waves. We are all about waking up to the sunlight to read a book while the coffee is brewing and leaving our cell phones behind.
| The Space
Located in a pink building in Tofino British Columbia, lending to the natural beauty of our coast with elements of wood shelving and cozy knits, we also provide a warmth in hints of a surf trip abroad and a perfect destination for gift shopping. Merge was designed to feel like that hidden gem you’ve stumbled across along your travels. Even on the most grey Tofino days, you can expect to be uplifted and inspired in our warm and bright space.
Come by! 305-B Campbell St. Tofino, B.C.
Illustration by Sydney Lehman
| The meaning behind the branding
Find out more about our visual identity here
| Laurie Boudreault, Founder & Creative Director (she/her)
Born and raised in Québec City, Laurie Boudreault has always found herself drawn to design, in various ways, and from a young age has always danced to her own beat. Her passion for surfing brought her to Tofino where she is able to enjoy the surf while also pursuing her desire to do creative work and run a business.
Laurie has a degree in Fashion Design (2010) and a Graphic Design diploma (2016). Merge was born from her passions, her attention to detail and the desire to bring ideas to life. She hopes it keeps on inspiring and uplifting people's daily life; whether it's through designing mindful objects bringing beauty in the everyday or sharing inspiring words she keeps on noting from her surroundings and experiences.
More about her here
| Valérie Minville, Marketing & Lifestyle (she/her)
Drawn to Vancouver Island in 2019, Valerie is now hooked on Tofino's coastal lifestyle. Since very early on in life, she's been passionate about water sports. And it's no different now - you can almost always found her playing by the water.
Valerie has a photography diploma and loves combining, in her photographs, her passion for surfing, storytelling, and her spontaneous approach to life. The natural beauty of the West Coast is what inspires her the most.
Valerie has been with us, at Merge, since her first summer on the island. Not only does she helps push our story online, but she's also one of the creative behind our campaigns. When she's not in the store, you'll find her in her zone developing new concepts and working on various behind the scene tasks. One of her wishes is to inspire more and more people in embodying life's simplest beauties.
| Emma Duchaine Fontaine, Brand Experience & Product Design (she/her)
Emma helps develop our brand: from our in-house designed products, the brand experience to the brands we curate for the store.
Emma was always interested in the relationship between people and their environment. She graduated with a Bachelor in Product Design (2019), as she loves to understand how humans express their identity through objects. She likes to look beyond the materiality of things to design meaningful, long-lasting goods. She aims to create products that will help people make sustainable choices for themselves and the environment.
Outside of work, she loves to play around with analog photography, spend lots of time outside and eat good meals with friends.
| Alex Geerts, Store Manager (she/her)
Alex is the newest addition to the Merge team after having moved to Tofino from Vancouver in late 2021. As Store Manager, she brings her extensive retail leadership experience to the shop—plus, she's the only team member whose first language is English!
Alex possesses an insatiable thirst for travel, photography, and simple pleasures—beach fires and outdoor surf showers really fill her cup! Inspired by moody, misty landscapes, you can usually find her playing in the rain or behind the lens of her camera on her days off. As a highly sensitive person, she's deeply moved by music and connecting with people so she earnestly loves getting to meet you all in the shop.
| Hailey Kruse, Retail Associate (she/her)