Shelta
Shelta began in 1911 in Sydney, as three brothers, William, Herbert, and Alfred House, including a friend, Ebenezer Phillips, purchased the ruins of Excelsior Umbrellas, which had been burned to the ground. In January 1911, the company was renamed 'Shelta,' and the shop launched on Kent Avenue in Sydney. Shelta was a thriving community. Alfred's son Douglas became Shelta's suburban salesperson in 1937, while Herbert's 16-year-old son Ralph joined the firm as such office boy in 1932. With the bridge opening ceremonies came the rains, and all of the goods were sold in less than seven days.
