"We are thrilled to see that consumers in Ottawa were so pleased with the Fire & Flower retail experience," shared Trevor Fencott, Chief Executive Officer of Fire & Flower. "Achieving more than $50,000 in the first day of sales is an impressive milestone and demonstrates Fire & Flower's ability to deliver a best-in-class cannabis retail experience."

"As the first store open in Ottawa, we are grateful to members of our community who have shown us such incredible support," said licence holder Michael Patterson. "The ability to achieve such remarkable opening day sales would not have been possible without the expertise of all members of the Fire & Flower team," added licence holder Eric Lavoie.

Fire & Flower York Street Cannabis is located at 129 York Street in Ottawa's ByWard Market. The store was open from 10:00 am to 10:00 pm on April 1, 2019. Regular operating hours are available on the Fire & Flower website at fireandflower.com.

About Fire & Flower

Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer poised to capture significant Canadian market share. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the HiFyre digital platform connects consumers with cannabis products. The Company's leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations.

Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc., a licenced cannabis retailer in the provinces of Alberta and Saskatchewan and is a consultant and licensor to Fire & Flower-branded retail locations in province of Ontario.

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION

This news release contains certain forward-looking information within the meaning of applicable Canadian securities laws ( "forward-looking statements"). All statements other than statements of present or historical fact are forward-looking statements. Forward-looking statements are often, but not always, identified by the use of words such as "anticipate", "achieve", "could", "believe", "plan", "intend", "objective", "continuous", "ongoing", "estimate", "outlook", "expect", "project" and similar words, including negatives thereof, suggesting future outcomes or that certain events or conditions "may" or "will" occur. These statements are only predictions.

Forward-looking statements are based on the opinions and estimates of management of the Company at the date the statements are made based on information then available to the Company. Various factors and assumptions are applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements. Forward-looking statements are subject to and involve a number of known and unknown risks and uncertainties, many of which are beyond the control of the Company, which may cause the Company's actual performance and results to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements. No assurance can be given that the expectations reflected in forward-looking statements will prove to be correct.

The Company assumes no obligation to publicly update or revise forward-looking statements to reflect new information, future events or otherwise, except as expressly required by applicable law.

SOURCE Fire & Flower Holdings Corp.

For further information: Nathan Mison, Vice President, Government and Stakeholder Relations, [email protected], 780-953-1106