Aylmer’s WeedMD is bringing a new cannabis brand to Canada – one that looks like it’d fit in better at a department store counter than a dispensary.

The medicinal marijuana company has partnered with Seattle-based Van der Pop to bring boutique strains – and sleek branding – to their patients. WeedMD will be working with its U.S. partner to develop new marijuana variations and sell them in the Canadian market under the Van der Pop label.

“We met the folks at Van der Pop and everything sort of clicked,” said Keith Merker, chief financial officer.

“There’s a look and a feel to it that really appeals to us. We feel that it’s very cutting-edge, thoughtful and smart branding.”

But WeedMD’s new venture is about more than offering new products. With recreational legalization in line for next summer, the start-up is trying to inch into an untapped market: female marijuana users.

“We felt like the women’s market is something that’s currently and always has been underserved by the cannabis industry,” said Merker, adding he’d like to see the overwhelmingly male-dominated commercial cannabis business attract more female executives, too.

“It’s a niche that’s potentially 50 per cent of the market.”

Van der Pop’s founder April Pride agrees.

“Women represent a key segment of the cannabis market and currently have few product and brand offerings that speak directly to them,” she said in a statement.

“We’re eager for this next step in the evolution of our business.”

Along with its signature marijuana strains designed for women, Van der Pop specializes in posh, boutique cannabis accessories – so attractive and discrete they hide in plain sight. The Seattle-based company sells geometric porcelain pipes, arty vapourizers and bright leather cases. The company also offers beauty and lifestyle products like hempseed moisturizers and incense.

Merker said it’s too early to tell if WeedMD might offer these products in the future too.

But accessories or not, the new partnership is a way for WeedMD to develop its own brand as marijuana goes mainstream.

After years of planning and regulatory approvals, the business began selling its medical-grade marijuana in April. WeedMD went public on the Toronto Stock Exchange this spring and received the green light to produce cannabis oil just two weeks ago. The company is now working with Health Canada to get its oil sales permit – a potential game changer for WeedMD.

“The long-term care and seniors market is our target focus on the medical side,” said Merker, adding the cannabis oil market is growing faster than dried flower sales.

“So far it’s been a difficult road to penetrate because we don’t have the appropriate medicine to serve the community.”

The company manufactured its first batch of oil last week and is hoping to have their sales permit by year’s-end – an approval that would cap off a banner year for the budding business.

“It’s very exciting for us,” said Merker.