Hometown Mercantile began its next chapter when Marika Holmgren took the reins, leaving behind a career in event organizing to invest in her longtime home of Half Moon Bay. Honoring the store’s name and spirit, she built on its foundation while shaping it into something distinctly her own. When a nearby storefront became available, she expanded it into Hometown Cornershop, intentionally keeping Hometown in the name to reflect the sense of connection at the heart of both spaces. The two stores offer complementary collections, thoughtfully divided and expanded to give each its own personality. Known for welcoming dogs and hosting community gatherings, Marika has created more than shops, she’s created places where neighbors connect.