SOUTHFIELD, Mich.—There’s no slowing down these days for Richard Golden, the longtime optical industry executive who is overseeing the steady growth of SEE Eyewear.

“I’m keeping myself busier than I need to,” Golden told dba during a recent interview as he prepared to embark on another business trip to check in on existing SEE locations or scout prospective sites for future stores.

SEE, a privately-held retailer, markets and sells a unique proprietary or private label assortment of frames and sunglasses. The company is known for its “hip without the rip” merchandising philosophy.

SEE currently operates 40 stores in 17 states after opening new locations in Pittsburgh, Pa., and Memphis, Tenn., earlier this year. Now firmly established in many key U.S. markets, SEE Eyewear is ready to enter Canada with its first location later this summer.

The new store in Toronto will mark the company’s third new-store opening this year, Golden said, and there are a number of other locations on the drawing board for SEE. “We’re always looking at [real estate opportunities],” he said.

The SEE boutique in Toronto—located in the trendy and upscale Yorkville area—is expected to open on or about Sept. 1, Golden said. He noted that there are plans for SEE to enter additional new markets in 2018, but he declined to specify further until the details are finalized. “I never count any deal until it’s signed,” he said. “But we have more than a couple [locations] that we are working on.”

The new Toronto location, like most of SEE’s locations, is about 1,000-square feet of retail space with a product assortment that is a mix of sophistication and style. “But not ritzy or stuffy,” Golden said. He noted that the company prefers to open stores in urban areas with a SoHo-type feel. Most stores also have an optometrist available for customers to schedule eye exams.

Golden said SEE’s business is trending in a positive direction this year. “We’re up, but we want to be more up,” he said. The target consumer for SEE is someone “who wants great-looking eyewear, but doesn't want to pay for designer brands,” Golden said.