For a second consecutive year, Groupe Yellow ( Yellow shoes ) is renewing its commitment to the community by donating over 4,500 pairs of shoes to Sun Youth, who will distribute them to Montreal families in need.
“We were looking forward to continuing this partnership and give back to the community through Sun Youth. These types of events really help us promote our company culture within our own organization and inspire our employees and customers to do similar acts of kindness,” says Harry Avrith, Director of Digital Sales and Marketing.
In April 2020, Yellow donated over 4,500 pairs of shoes to Sun Youth, which were particularly useful to disaster victims. Then during Christmas 2020, gave 50,000 gift bags to help distribute food and necessities to families in need during the holiday season. This year, the famous Quebec shoe retailer is back with a renewed donation of over 4,500 pairs of shoes to support the organization’s efforts.
Sun Youth is delighted with this partnership and wishes to thank Groupe Yellow Inc. for its renewed generosity.
About Yellow shoes: Samuel Avrith, together with his wife and 10 children, opened his first store on Mount Royal Street in Montreal selling factory samples with yellow tags which he bought from various shoe manufacturers in Quebec. His concept was so successful that he became widely known to his customers in Montreal as “Mr Yellow” and he named his store simply “Yellow”!
Ernest Avrith, the ninth of 10 children, began working for the family business. With his fluent knowledge of French and natural retail instincts, he soon rose to the level of senior supervisor.
Ernest Avrith bought out his father and took over the chain of 17 stores. The Yellow stores were well known for selling a range of basic footwear for the entire family with full service. His understanding and dedication to keeping prices low to better serve the consumer during that period, lead to a rapid expansion to 43 stores throughout the Province of Quebec. Like his father, he was famously known as “Mr Yellow”.
After realizing that the traditional merchandising and full service selling model was no longer sustainable to achieve his aim of providing his clients the “best for less”, he reorganized his store concept to a self-service model, in which the consumers could serve themselves.
The first self-service store opened in Joliette. The radically new concept for its time turned out to be a huge success with the local clientele. Immediately, Mr. Avrith and his staff promptly set out converting most of the 43 stores to the self-service concept. And by the early 70’s, Yellow became one of the largest and most successful shoe retailers in Quebec.