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London’s next marijuana retail store will bear one of the most recognized names in Ontario’s cannabis culture.

Ontario pot lottery winner Noah Soberano has struck a deal to open a marijuana retail outlet at the gates of Western University under the Friendly Stranger banner.

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A pot paraphernalia store in Toronto’s trendy Queen West neighbourhood, Friendly Stranger has been on the front lines of cannabis advocacy since it opened in 1994.

Now, the company has struck trademark deals with at least five of Ontario’s 42 individuals and companies who were selected to apply for the second batch of retail licences.

“It is an iconic brand,” said James Jesty, president of Friendly Stranger Holdings.

“The people we have partnered with really see the value in the brand and really understand what we bring to the table.”

London’s Friendly Stranger at 1135 Richmond St. will open early this year, Jesty said, adding city hall is expected to issue a building permit to begin renovations any day now.