Store Highlight: The Woods Aurora

Phiz oversees the Aurora location, working alongside store manager Brandon Phitsanoukan. The two have run the shop together since it opened in 2023, shaping its standards and customer experience.

Clean lines, modern finishes and a minimalist layout create a calm, upscale environment — one designed to build trust rather than overwhelm.

That philosophy extends beyond the design. Staff wear Canadian-made, in-house-branded apparel that reflects The Woods’ relaxed identity, with products being openly displayed and clearly labelled. Information cards outline strain details, empowering customers to browse independently or engage in deeper conversation when they’re ready.

A defining feature of the store is its CBD Shoppe — a wellness-focused space spotlighting cannabidiol (CBD) and products low in tetrahydrocannabinol (THC).

The Woods’ commitment to wellness started at the original Brampton location, where a small, curated selection of wellness-type products quickly became one of their most talked-about features. For Aurora, they had the space and the vision to create a fully dedicated “wellness” section. With its own aesthetic and tone, the CBD Shoppe functions like a specialty retailer, showing customers that low-THC and non-intoxicating products aren’t an afterthought to them.

SHOP LOW TO MODERATE THC PRODUCTS

“Most people come in wanting to learn,” Phiz says. “They may have heard about CBD or minor cannabinoids online or from friends, but they appreciate when we break down how terpenes, ratios and formats actually work in the body.” Education is often what brings them back.

Rather than leading with product suggestions, The Woods team starts with listening. Conversations focus on how customers want to feel, their past experiences and how cannabis fits into their lifestyle. From there, recommendations are personalized.

Jeff Phiz

General manager, The Woods

 “The Woods was built on the belief that cannabis retail can be elevated, supportive and human, and we aim to embody that every day.”

“We’re seeing more customers use non-intoxicating cannabinoids intentionally,” says Phiz. Non-intoxicating cannabigerol (CBG) in particular, he says, is popular with consumers who say they are looking for daytime clarity and productivity without impairment.

According to Phiz, softgels and capsules are often underrated, yet they stand out because they’re easy to use and the dosing is consistent. “We’ve seen innovation in this space, with products that combine CBD with turmeric or reishi mushrooms, giving customers a more holistic wellness experience in a format that people are already used to.”

The Woods’ commitment to quality and accountability doesn’t stop at the shelf. The team tests and evaluates products themselves, using firsthand experience and real-time customer feedback to decide what to stock. Products that don’t meet expectations simply don’t stay.

“Customers want to feel heard and supported,” says Phiz. “Cannabis products may be similar across retailers, but the experience [here] is what keeps people coming back.”

For many customers, that experience doesn’t end after the first visit — return trips often bring easy follow-up conversations where suggestions evolve. It’s this long-term, human approach to wellness that has customers travelling from out of town to visit the Aurora location’s CBD Shoppe.

“The Woods was built on the belief that cannabis retail can be elevated, supportive and personal,” says Phiz. “Whether someone is brand new or very experienced, we’re here to guide their wellness journey every step of the way.”

Don’t live near The Woods Aurora? Use the OCS Store Locator to find an Authorized Cannabis Store near you.

Store Highlight features Authorized Cannabis Stores that apply to participate as part of the quarterly OCS Content Call process. If you are interested in having your store featured, find out how on OCS Wholesale Learn.