One man is dead after being shot multiple times inside a barber shop near the Malvern Town Centre Tuesday afternoon.

Toronto police said they received reports of gunshots at 12:45 p.m. from 31 Tapscott Rd., in the Sheppard Avenue East and Markham Road area.

Const. Tony Vella said a man was shot multiple times inside a shop called "Cut Creator" and was found without vital signs.

Paramedics pronounced the victim, a man in his 30s, dead at the scene.

CTV Toronto's Tamara Cherry reports that the victim was the barber of the shop.

Friends of the victim and patrons said that they were surprised this could happen to the beloved Malvern barber.

"He don't do nothing. He's a peaceful guy. Why?" Sylis, a friend, told CTV Toronto.

Another friend, Dan Smith, said that the barber was a generous man.

"Anytime I needed money for a haircut, he gave me a free haircut, you know what I mean? He was just that kind of person, you know?" Smith said. "It just doesn't make sense. He wasn't into that violence and gang stuff."

Toronto's homicide squad has taken over the investigation and is searching for at least one suspect who fled the scene in an unknown direction.

Malvern Town Centre remains open during the police investigation, while the plaza in which the barber shop is located remained closed.

With files from CTV Toronto's Tamara Cherry