Merch2 was founded in 2025 by Patrick Mahoney, who reached out early on to longtime colleague Laska Lloyd to help shape the company. The company is supported by a cast of strategic partners, with deep entertainment and sports experience and industry connectivity.

Before starting Merch2, Patrick spent many years in entertainment and sports merchandising, working in both entrepreneurial roles and senior positions at mid-sized firms. Over the course of his career, he’s collaborated with a wide range of artists across rock, country, pop, and EDM. His background covers key areas like product development, e-commerce, licensing, tour merchandise, and international distribution.

Laska brings over two decades of experience in sourcing, production, and logistics. She spent a significant portion of that time managing the production side of vendor relationships with major retailers like Hot Topic, giving her a strong understanding of the practical side of merchandise programs.

Together, Patrick and Laska built Merch2 as a more flexible and strategically thoughtful operation, focused on providing specialized and bespoke support to our clients —  a diversified base of artists and creators. The company’s aim is to offer a well-rounded, boutique approach to serving our partners who seek to enhance and optimize the value of their brand and creative property. A key component of this strategy is optimized merchandising — particularly to those with a rich catalog of visual and audio content and who value direct collaboration and long-term brand development.