New Clothing Store Targets Reluctant Shoppers

A new clothing store has opened in Highland Park, and its owner already knows its going to have a hard time winning over its target audience: little boys.

"Boys don't like to go shopping," said Cargo For Boys owner Bob Geisheker.

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The store, which opened about a month ago at 479 Central Avenue, solely sells clothes for boys, typically a demographic uninterested in shopping for clothes. The store sells Wes & Willy brand clothing exclusively, with sizes starting at 12 months old till 18-20.

To help lure boys to the store, Geisheker has made video games available. But when parents just can't get their kids to come with, the store owner has something to help: a no-risk return policy.

"Mom, dad, grandma, grandpa can buy with confidence knowing that if it doesn't fit they can take it back and get their money back, not just store credit," Geisheker said.

A Wisconsin native, Geisheker cut his teeth working in Sears, and has worked in retail and manufacturing ever since. Though he lives in Wilmette, he decided to open his store in Highland Park because he thinks the city

"This is one of the most vibrant communities," Geisheker said. "The Highland Park customer … knows what they want; they understand quality."

On Wednesday at 10:30 a.m., the and will hold the grand opening ribbon cutting at Cargo for Boys. Anything bought between Wednesday and Sunday will be discounted 20 percent.

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