As more Canadians spend time closer to home this summer, many are rediscovering the simple pleasure of watching birds in their own backyards. For Urban Nature Store, that growing appreciation for nature has helped fuel the expansion of a Canadian specialty retailer that has quietly reached an important milestone.
The company has opened its 10th store at 92 Doncaster Avenue in Thornhill, marking a significant achievement for the business founded by Paul Oliver more than 25 years ago. The opening comes as interest in birdwatching, backyard wildlife and other nature-related hobbies continues to build across Canada.
“We’re incredibly grateful for the support Canadians have shown us over the past twenty-five years,” said Oliver. “Opening our tenth store isn’t simply about growth—it’s about continuing to build a community of people who care about nature, wildlife and protecting the environment for future generations.”
Founded in 2000, Urban Nature Store has grown from a single location into a network of 10 stores across Ontario, including locations in Ancaster, Etobicoke, Kingston, Markham, Mississauga, North York, Oshawa, Pickering, St. Catharines and now Thornhill. The retailer also serves customers nationally through e-commerce and employs approximately 75 full- and part-time team members.
Building a Business Around Nature
Urban Nature Store’s growth is rooted in a simple idea: helping Canadians connect with the natural world around them. For Oliver, birding has always been personal.
“It was something my mother and I shared together, and those are memories I’ve carried with me my whole life,” he said.
Today, he sees that connection being passed along to a new generation of customers.
“In a world filled with screens, bird feeding gives families a simple way to spend time together while helping kids develop an appreciation for wildlife and the environment,” Oliver said.
That sense of community has become one of the company’s defining characteristics. Many employees were once Urban Nature Store customers themselves, developing a passion for birding before eventually joining the business.
The loyalty extends to customers as well. More than 90 per cent of shoppers participate in the company’s free rewards program, while combined in-store and online sales are running approximately 17 per cent ahead of last year.
“We’ve been incredibly fortunate to build a loyal community of customers who keep coming back, not just because of the products we sell, but because they know they’ll receive honest advice and personal service,” Oliver said.
Birding Goes Mainstream
Urban Nature Store’s expansion comes amid broader changes in how Canadians are spending their leisure time.
Statistics Canada has reported that more than one-quarter of Canadian households purchase products to feed or shelter birds, while millions of Canadians participate in wildlife viewing and birdwatching activities each year.
At the same time, economic pressures and changing travel habits are encouraging many Canadians to spend more time closer to home this summer, leading some to rediscover local parks, gardens and backyard hobbies.
Oliver said the company saw an extraordinary increase in interest during the pandemic as people spent more time at home and began paying closer attention to the wildlife outside their windows.
“Initially, we thought that interest might fade once life returned to normal,” he said. “Instead, the opposite happened.”
Many customers discovered that birdwatching is relaxing, educational and surprisingly addictive.
“Once someone sees a colourful cardinal or a hummingbird visiting their feeder for the first time, they’re hooked,” Oliver said.
The demographics of birding have also broadened significantly.
“There used to be a stereotype that birding was mostly a hobby for retirees,” he said. “That couldn’t be further from today’s reality.”
The retailer is increasingly seeing young professionals, families with children and newcomers to Canada embracing birdwatching and nature-related activities.
A Growing Interest in Canadian-Made Products
Another trend benefiting the company is growing consumer interest in supporting Canadian businesses and purchasing locally made products.
“We’re proudly Canadian-owned and Canadian-managed, so supporting Canadian suppliers feels like a natural extension of who we are,” Oliver said.
Urban Nature Store offers many products sourced from Canadian manufacturers and has collaborated with domestic suppliers to develop exclusive items for its stores.
“One of the biggest surprises over the past couple of years has been discovering just how much manufacturing expertise exists in Canada,” Oliver said.
That focus has become increasingly important as more customers ask where products are made and look for ways to support Canadian companies.
Expanding With Purpose
The decision to open in Thornhill was driven by both customer demand and data from the company’s online business.
“We regularly received emails and comments from customers saying, ‘When are you opening a store in Thornhill?'” Oliver said.
By examining online sales patterns, Urban Nature Store identified the community as an underserved market with strong interest in birding and nature products.
Despite reaching 10 locations, the company says it remains committed to measured expansion.
“We’d rather open the right stores, in the right communities, while maintaining the level of customer service that has defined us since 2000,” Oliver said.
Additional growth opportunities are being explored, though the company says maintaining the customer experience remains its top priority.
Beyond Retail
Urban Nature Store sells bird feeders, seed, optics, nature-inspired gifts, educational toys, gardening products and seasonal décor, but Oliver says the company’s purpose extends beyond retail.
This year alone, the company will host more than 30 free guided bird walks in communities where it operates. It also offers a binocular lending program for schools, community groups and aspiring birders.
“If someone leaves one of our stores or attends one of our events with a greater appreciation for birds and wildlife, we’ve accomplished something meaningful,” Oliver said.
Twenty-five years after opening its first store, Urban Nature Store is showing how specialty retail can thrive by building community, offering expertise and helping people reconnect with the natural world just beyond their back doors.
