NorthBoys, a specialty retailer focusing on upscale boys’ clothing, has opened its fourth location at Hillcrest Mall in Richmond Hill, north of Toronto. The expansion is part of a growing vision by Cary Ulster, co-founder of NorthBoys and owner of North Brands Group Ltd., who is dedicated to filling a niche in the Canadian retail landscape with stores tailored exclusively to boys’ fashion.
From One Plaza to Four Locations
Founded after a career in the pharmacy industry, Cary Ulster and his wife saw an opportunity to create a unique retail concept for boys. “We were looking for something else,” said Ulster. “There was this empty space near where we live, and we thought, ‘What kind of store should go in there?’ The idea just unfolded from there. We noticed there were no dedicated boys’ fashion stores in the market, and we wanted to change that.”
Ulster spent 14 years in retail pharmacy before transitioning to the fashion industry. “I sold the pharmacy business and was looking for my next venture. Seeing that gap in the market—especially for boys’ formal and casual wear—gave us the perfect opportunity,” he said.
The first NorthBoys store opened in Toronto’s Lawrence Plaza and has since expanded to include locations at CF Shops at Don Mills, SmartCentres Thornhill, and now Hillcrest Mall. Ulster’s other venture, NorthGirls, also operates out of Lawrence Plaza, catering to a similar niche for girls.
Hillcrest Mall: A Strategic Move
The new Hillcrest Mall store represents a strategic expansion into an indoor shopping centre. “Our first three locations are in busy outdoor strip plazas,” Ulster explained. “Hillcrest is different, but it felt like the right move to bring NorthBoys into a well-visited mall. The community here has a strong demand for premium children’s fashion.”
The Hillcrest location offers a similar upscale design as its predecessors, with carefully curated fashion collections. “The interiors are sophisticated. We wanted boys to have their own space, their own store experience,” said Ulster. “You don’t get that anywhere else. Even in department stores, boys’ clothing is often a small corner in the children’s section.”
A “Harry Rosen for Boys”
Ulster envisions NorthBoys as a specialized retailer akin to a smaller-scale Harry Rosen, but for young boys. “Parents are often surprised when they walk in for the first time,” he shared. “They’re shocked to find a store exclusively for boys—it’s not just a novelty; it’s a complete niche. Boys’ clothing has often been an afterthought in larger retail stores, relegated to small sections with limited options. We realized parents were struggling to find high-quality, stylish options tailored specifically for boys. NorthBoys fills that gap by offering a curated selection of premium brands, formal and casual wear, all in an environment that feels dedicated and upscale. It’s not just about filling a retail space—it’s about giving boys and their families a unique shopping experience they can’t find anywhere else.”
NorthBoys offers everything from casual wear to formal suiting, providing a one-stop shopping experience. “We coordinate everything—shirts, ties, pocket squares—and handle alterations as well,” Ulster said. “It’s a seamless process, and parents appreciate that. Plus, we hope they’ll pick up t-shirts, polos, and jeans on their way out.”
Ulster further emphasized the importance of creating a premium experience: “We wanted NorthBoys to feel like a boutique for boys, not an afterthought. The store interiors reflect that vision, with upscale designs and thoughtful details.”
Serving a Niche Market
The concept resonates with parents searching for premium, multi-brand fashion for their sons. NorthBoys features well-known brands like Psycho Bunny and Emporio Armani, alongside curated seasonal offerings. “We knew we had a niche,” said Ulster. “There’s nowhere else quite like it in Canada.”
The reception has been overwhelmingly positive, with parents highlighting the store’s unique offering. “Customer feedback is a big part of what shapes our business,” Ulster explained. “Parents love the idea, and they often say, ‘Why hasn’t someone done this before?’ Boys’ fashion has been underserved for too long.”
Growth Plans for NorthBoys and NorthGirls
With the success of NorthBoys, Ulster is eyeing further expansion, both in and beyond the Greater Toronto Area. “We see opportunities in Mississauga and other parts of Toronto,” he said. “But the demand isn’t limited to the GTA. There’s interest across the country. Calgary, Vancouver, and Montreal are all markets where we could see NorthBoys thriving.”
Ulster also hinted at future opportunities for NorthGirls. “We opened the girls’ store four years ago after parents kept asking for something similar,” he shared. “It’s been a success, and there’s definitely room for more locations. The response has been incredible.”
E-Commerce and Tailored Offerings
While brick-and-mortar remains the focus, NorthBoys also operates an e-commerce platform. “We sell a lot of suits online, which surprises some people,” said Ulster. “But suits are often an easier sell because parents know the size they need. Casual wear does well too. In terms of performance, our e-commerce platform complements our physical stores, but the in-store experience remains our focus. Parents often prefer to see and feel the products, especially for tailored items like suits, where alterations are critical. That said, online sales continue to grow, particularly for families who are repeat customers and know our sizing. Online shopping for children’s clothing is trending upward overall, but there is still strong demand for hands-on, personalized service, which our physical stores provide.”
The retailer emphasizes personalized service, both online and in-store. “We have trained staff who know the product and can guide parents through the process. The key is making it simple and stress-free,” Ulster added. “It’s that experience—in-store or online—that sets us apart.”
Future Opportunities
When asked about potential expansion beyond Canada, Ulster remained open but cautious. “Right now, we’re focused on Canada,” he said. “The U.S. is a possibility, but we have so much room to grow here first.”
The retailer’s thoughtful approach to growth reflects Ulster’s commitment to maintaining quality and service. “It’s not about opening stores for the sake of expansion—we want each location to deliver that elevated experience.”
Ulster also emphasized the role of feedback in shaping future plans. “We’re always listening to parents and their kids. Whether it’s about product lines or where to open next, their input is invaluable.”
As NorthBoys continues to expand, Ulster’s vision remains clear: to provide a sophisticated, tailored shopping experience for boys and their families. “The boys deserve their own store, their own space,” he said. “We’re giving them that, and it’s resonating.”
