The legalization of recreational cannabis in Canada has ushered in a new era, with a selection of retail shops to choose from across the Edmonton area.

That includes Fire & Flower, which is headquartered in Edmonton and has become a major presence in the local and national markets.

Isaac Watson, Fire & Flower’s Vice President of Product Development and Retail Experience, says they have ten retail shops already open in the Edmonton region, with another seven new storefronts scheduled for the coming months.

That will give Fire & Flower a retail presence in Edmonton, St. Albert, Sherwood Park and Spruce Grove, with more locations to come across the province.

Watson says while walk-up traffic was originally concentrated on the earliest stores to open, it has since spread to the newer Edmonton locations.

“The reception has been incredible,” he says. “We have a very diverse customer base coming through our doors every day. Their wants and needs have pushed us to carry a best-in-class product assortment”

But the road to retail for cannabis companies in Canada has been paved with many challenges.

“I think for everyone in this industry it’s been quite a journey, with some big highs and lows,” says Watson.

Those included having to overcome difficulties with licensing, which was halted amidst some initial supply shortages.

“Then there was the simple fact that many companies were created from scratch in an industry that was so brand new, and things progressed so quickly, almost like a snowball rolling down a hill and getting bigger all the time,” says Watson

But Watson says Fire & Flower has managed to form great relationships with licensed producers and has built an industry leading team during the past year and a half that was able to handle the challenges.

“The team has grown not just in terms of size but in terms of confidence and capability. It seems like we’re getting better at what we do, every single day. I credit that to the amazing team, working in our shops as well as our (head) office.”

Watson says for customers walking into a Fire & Flower location, the company’s goal was for them to experience the antithesis of what some people had associated with cannabis before legalization.

“It’s a product that for many years was kind of taboo to talk about in public,” he says, “So in some ways it’s even more important to have strong ties to the community.”

Watson says as a socially responsible, education-based retailer, Fire & Flower works hard to create a retail atmosphere “where people feel really open and comfortable to talk to us.”

When people visit a Fire & Flower store, they will find a clean and bright setting with knowledgeable staff providing a curated and personalized experience that makes them feel at ease.

“Ensuring that there’s a level of trust between ourselves and our customers is really what’s most important,” says Watson. “We fundamentally believe that our customers are smart and intelligent people, so our job is to ensure they have the right information to make a purchasing decision.”

With new locations continuing to open in Edmonton, Watson says Fire & Flower is working to ensure a good spread of retail shops across the region.

It also plans to continue to expand its retail experience throughout Canada, where it already operates in more jurisdictions than any other company.

“Edmonton is very special to us, we are thrilled to be recognized by our hometown and look forward to building on our momentum in the years to come.”

Fire & Flower also has locations in Saskatchewan, Manitoba, Ontario and the Yukon, with plans to expand soon into British Columbia.

“We’re well positioned to continue in our current expansion plans,” he says.

For an industry so new, Fire & Flower has already gained recognition, including in the Edmonton Journal’s latest Readers’ Choice Awards, where it was voted the Gold Winner in the Cannabis Store category.

Watson says the team at Fire & Flower appreciates the public’s enthusiasm and support so far. The office teams often visit retail shops simply to experience the positivity of their customers first hand.

“My sincerest gratitude on behalf of myself and our organization to all our customers. They continue to support us, connect us to the community and bring in their friends and family. Their appreciation of what we are trying to create is the reason we are working so hard,” he says.

“Edmonton is very special to us, we are thrilled to be recognized by our hometown and look forward to building on our momentum in the years to come.”

For more information, visit FireandFlower.com

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Fire & Flower.



