By Myron Love
I have known Brian Scharfstein for about 40 years and have always been impressed by his entrepreneurial vision and commitment to working for the betterment of our community. I first met him and his wife, Pam, in 1987 or 1988 when I became a writer for a publication called “Footwear Forum”, a national trade magazine for footwear retailers, wholesalers and manufacturers. This was shortly after Brian and Pam had acquired Canadian footwear from his parent’s estate. His father and mother, Bert and Ethel Scharfstein, had both passed away in 1987.
Although Brian grew up in the business, it was not pre-ordained that he would one day take over the store. He was actually enjoying a successful career in real estate when the need came to join his siblings and help their aged and ailing parents with the business.
When Brian and Pam decided to go all in and buy Canadian Footwear, the budding entrepreneurs knew that they had a lot of work to do. “We had acquired a dying tree that had not borne fruit for several years,” he recalls.
“In addition to individual customers, my parents dealt with merchants from throughout the prairies,” he recounted. “They sold largely on consignment to these customers. Pam and I needed to create a new business model.”
Brian and Pam’s efforts have resulted in transforming Canadian Footwear into one of Canada’s most successful family-owned footwear providers. Canadian Footwear currently has a staff of around 100 spread over three locations in Winnipeg and one in Calgary with customers across the country.
“We worked hard – seven days a week in the beginning,” notes Brian, who is a Canadian Certified Pedorthist, specializing in care diabetic and arthritic feet. “Our focus was on turning the buying of shoes into an experience. Our fitting specialists do more than measure your feet. We have footwear for all ages and we fit you!
“Our focus is on building relationships.”
In November 2022, the long-time downtown Winnipeg retailer was one of ten recipients of the Queen Elizabeth II Platinum Jubilee medal presented to Manitobans who have made meaningful contributions to the community.
“I was taken aback by the honour,” Scharfstein said at the time. “It was certainly unexpected and humbling.”
For the most part though, the president of Canadian Footwear prefers to follow the Torah’s precept that the ideal form of charity is to give anonymously. Scharfstein also follows his father’s example in trying to never turn down people in need.
“Dad always showed compassion and concern for people in need,” Brian Scharfstein recalls. “He tried to never turn away anyone who came to his door seeking a handout.
One of the ways in which the Scharfstein Family helps those in need is the family charity program. “Fit Feet on the Street”.
For the many homeless in our community, observes Brian Scharfstein, their only mode of transportation is on foot. One of Brian’s primary goals over the past many years is to provide properly fitted footwear for as many homeless people as possible.
At the same time, the recently retired president of Canadian Footwear also provides new and reconditioned shoes and boots to newly arrived immigrants and refugees.
“We receive referrals from missions, churches, inner city schools, and resource centers,” he notes. “We try to make sure that no one – whether he be homeless or a newly arrived refugee – has to go without proper footwear”.
More than money, though, I give of my time,” he points out. When I get involved in something, I really get involved.”
Canadian Footwear is a life member of the industry’s Two Ten Foundation SOS program. “Through this program, we have given away thousands of pairs of shoes,” Brian says. “The foundation receives shipments of new footwear that have been turned back for whatever reason by manufactures, importers and other retailers. “We are the prairie distributor of this footwear. We donate footwear through a number of channels including Siloam Mission.”
One of Brian’s initiatives is the “We Fit You Boutique”, a joint effort with the John Howard Society. The boutique provides individuals newly released from prison with need with clothing, footwear, and personal hygiene necessities.
“Much of our philanthropic giving is based on our not receiving any recognition and that applies in this case, too,” he adds.
The “We Fit You Shoppe”, Brian points out, is modeled after the successful North End Women’s Centre’s 20-year-old Up Shoppe on Selkirk Avenue, a women’s co-op (of which Scharfstein is also a long-time supporter) that provides clothing for a small fee for those who can afford – and at no charge for those who can’t.
Another important focus for Brian is on helping to rebuild a safer downtown in an effort to encourage more people to return to the downtown. As part of that effort, he has been representing small and medium retailers in Manitoba in a national pilot program – authored by the Retail Council of Canada – called Operation Safe Shop. The pilot project begun four years ago, focused on facilitating better collaboration between retailers, police, and the courts and is now moving to Phase 2. With over 100 retail storefronts in Manitoba submitting data through the platform, more than 600 incidents reported, and just over 60 repeat offenders identified, the Retail Council of Canada is now working with Winnipeg Police Services, RCMP, and Brandon Police analysts to focus on the most prolific offenders.
In their own stores, Brian had introduced a policy whereby everyone who comes into one of the stores is asked his or her first name and offered a personal shopping experience – although customers can still browse on their own.
“We have been able to almost completely eliminate shoplifting,” he reports. “We employ a lot of people in our organization” he points out. “We consider every one of them like family. We are responsible for their safety as well as the safety of our customers.”
While now semi-retired, Brian is still available to mentor their pedorthic practitioners and consult with administrative matters – he finds that he has more time on his hands for community service and the former member of the Police Board continues to work on initiatives to make our city safer.
“Perception is reality. We are changing the reality in our wonderful city, soon to be safer for all our citizens.”
