The big Aubainerie family
has been giving back to the community since the company’s inception. A foundation is even created in the name of the founder, Mr. Jean-Noël Croteau, but due to a lack of time and resources, the actions remain solely regional.

It is finally in 2011 that the franchisees decide to revive the idea of a foundation in the name of the banner and to consolidate their efforts to give back more.


The objective of the Aubainerie Foundation is to bring a smile back to the faces of Quebec families in need by combining the efforts of franchisees, employees, business partners and customers of the Aubainerie and Aubainerie Entrepôt banners.

Its mission is to offer financial support to those who act to improve the daily lives of young and old. The donations collected are therefore redistributed to carefully selected organizations working in the field in all regions of Quebec where Aubainerie is present.


Alimentation l’Épicier
Aubainerie Boisbriand
Aubainerie Gatineau
Aubainerie Rimouski
Bruneau Électrique
Centre dentaire Richard Tremblay

Concept Mode Cap-de-la-Madeleine
Concept Mode Châteauguay inc.
Fondation Raymond Gaudreault
Genfoot Inc.
Groupe Sherpa
Les Entreprises Melançon

Les Importations N et N Inc.
Moto Ducharme
Multicom Communication
Roadrunner Apparel Inc.
Runners Internationale
White Cross


The mandate of the Fondation Aubainerie’s Board of Directors is to ensure the administration of the Foundation, the protection of its positioning, the supervision of fundraising activities, the approval of donations and the endorsement of communications in accordance with the Foundation’s mission.


A member of the next generation, Gabrielle is now part of the fourth generation of merchants under the Aubainerie banner. His young professional career has led him to work for major Quebec foundations, notably for the Fondation du Musée national des beaux-arts du Québec and the Fondation du Conservatoire de musique et d’art dramatique du Québec.

His studies in philanthropic management and his passion for event project management will be used to contribute to the organization’s overall mission and to increase the impact of the Fondation Aubainerie within the Quebec community. It is therefore with enthusiasm that Gabrielle joins the foundation’s team and with pride that she will collaborate on the many projects to come.


Marc Hébert began his adventure with Aubainerie in 1985, when he bought his first store in the town of Grand-Mère in Mauricie. He then expanded his experience with the chain by acquiring three other stores – one in Valleyfield in 1994, another in L’Île-Perrot in 2004, and finally, one in Vaudreuil-Dorion in 2008.

Over the years, Marc has acquired an in-depth knowledge of retail trade, which led him to the position of chief buyer for the entire Aubainerie network for nearly 15 years. Always very active for various internal committees of the Aubainerie Group, it is with pleasure and pride that he continues to collaborate with the activities of the Aubainerie Foundation and thus pursue the mission, which is to support Quebec families and children in need.


It was in June 2000 that Julie began her adventure in the Aubainerie family, getting involved in the management of the Mascouche and Rouyn-Noranda branches. In 2010, she became the owner of the Laval store, located on Corbusier Boulevard.

In 2016, Julie officially joined the Aubainerie Foundation team, although she was already very involved in the many fundraising activities carried out by the foundation and the Aubainerie chain in recent years. Julie is committed to her community and is happy to be able to contribute to the Aubainerie Foundation’s mission today, which gives a smile back to Quebec families in need.


Grandson of Jean-Noël Croteau (founder of the company in 1944), Jonathan has always been closely involved in the entire banner. In particular, he worked on the development of the first Aubainerie Concept Mode model on Jean-Talon Street in Saint-Léonard in 1998. His presence on several committees in recent years has enabled him to acquire a profound knowledge of the Aubainerie environment.

Today, he owns and is the CEO of four branches on the Island of Montreal and continues to be actively involved in the many projects of the Fondation Aubainerie. Helping remains a source of pride for those who care about the well-being of our families here!


Her studies in accounting give her a good understanding of the retail industry in which she has been immersed since early childhood. The granddaughter of Jean-Noël Croteau, who founded the company in 1944, Danika Croteau is co-owner of three branches: Aubainerie du Plateau Mont-Royal, Aubainerie de Ville Lasalle and Aubainerie Entrepôt on Ontario Street in Montreal.

Danika currently sits on the board of directors of Fin à la Faim de la région de Lanaudière as vice-president. This non-profit organization provides an annual food counter service for more than 650 families in this region.

She is delighted to be able to take concrete action with Quebec families through the Aubainerie Foundation, whose mission is to warm the hearts of those in need.