Mellow Yellow
Eram · France
Mellow Yellow is a French women's footwear brand founded in 2003 by Bruno Van Gaver and owned by the Eram group since 2011. It sells shoes such as ballerinas, mules, pumps and derbies through its own stores, online and multi-brand retailers.
| Founded | 2003 |
|---|---|
| Founder | Bruno Van Gaver |
| Parent | Eram (since 2011) |
| Stores in France (2018) | 37 |
| Wholesale reach | About 500 retailers in 21 countries |
| Website | mellowyellow.fr |
What is Mellow Yellow?
Mellow Yellow is a French shoe brand created in 2003 by Bruno Van Gaver. In 2011 it was acquired by the French footwear group Eram.
History
After a period in which it also sold clothing, Mellow Yellow refocused on footwear in 2018, closing its ready-to-wear line. To mark its fifteenth anniversary it released a capsule of four shoe models in yellow, red and black, the colours associated with the brand.
Products and positioning
The range centres on fashionable women's shoes at accessible prices, including ballerinas, heeled mules, pumps and derby shoes, alongside a smaller accessories offer. The brand's identity relies on colour and seasonal trend pieces.
- Ballerinas and flats
- Heeled mules and pumps
- Derby shoes
Distribution
In 2018 Mellow Yellow operated 37 stores in France, ran an e-shop and was sold by around 500 multi-brand retailers in 21 countries.
Why it matters
Mellow Yellow shows how a mid-market label can be repositioned within a larger group by narrowing its focus back to its core category, using its own stores and wholesale together to reach customers in France and abroad.
Frequently asked questions
Who owns Mellow Yellow?
Mellow Yellow has belonged to the French footwear group Eram since 2011.
Who founded Mellow Yellow?
The brand was founded in 2003 by Bruno Van Gaver.