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From the 1950s to the 1970s, historians’ attention was turned towards the disappearance of a bourgeoisie canadienne which should have made the transition from commercial to industrial capitalism. These studies began, so to speak, with the end, in attempting to define the long-term historical consequences of the Conquest on an as-yet ill-defined group that in principle included some merchants. This thesis follows new investigations in both Europe and the USA which have permitted to look anew, often with a cultural history approach, at merchants of the Early Modern period. Focusing on a Montreal merchant outfitter (marchand équipeur) and his family, the investigation first seeks to determine if the Canadian merchants’ culture (broadly defined) was similar to that of their French counterparts who worked on the same business level. A second aim is to evaluate the leeway available to individuals in face of the general conditions of the trade and the role of networks in the merchants’ career. Finally, the thesis attempts to define the self-conception of these men while looking at their lifestyle and the various roles they played in their community. To complete such a study, we have chosen to look « wide and deep » like micro-historians have before us. The study examines the long life of the équipeur, Jean Alexis Lemoine dit Monière, who chose to settle in Montreal in 1715 and whose career Louise Dechêne had followed until 1725. After her, historians have since pictured Monière as a typical marchand équipeur. But he might not have been typical, he might even have been a « limiting case ». The thesis follows him to the end of his life and looking for all the opportunities that were offered to him along the way. It accords considerable importance to the material and immaterial legacy of his father, Jean Lemoine, and to what Monière passed on to this son, Pierre Alexis and a few nephews. Situating Monière between his father who emigrated from Rouen, his brothers and his own son, permits us to see the emergence of a profession, that of équipeur. We look at how Monière, who died in 1754, was prepared to embrace the merchant’s profession and how he perceived the way he should work as an équipeur. This study affords a better understanding of merchants’ culture, broadly conceived, in early French Canada. Exploring a variety of sources and using a micro-historical approach, we hope to have followed Dale Miquelon’s suggestion to look (again) at the merchants’ world with the eyes of the people of the times in order to answer today’s questions.