/NOT FOR DISSEMINATION IN THE UNITED
STATES OR FOR DISTRIBUTION TO UNITED
STATES WIRE SERVICES/
TORONTO, Oct. 14, 2020 /CNW/ - Fire & Flower
Holdings Corp. (TSX: FAF) (OTCQX: FFLWF) and its wholly-owned
subsidiary Fire & Flower Inc. (collectively, "Fire &
Flower" or the "Company") today announced the launch of a
private-label brand collaboration with Decibel Cannabis Company
Inc's ("Decibel"), premium cannabis brand "Qwest".
The brand collaboration is anticipated to launch on October 15, 2020 in the province of Saskatchewan. Decibel will manufacture,
package and ship the private-label products to Open Fields
Distribution, Fire & Flower's wholly-owned Saskatchewan distribution business.
The initial product launch will include a pre-rolled format and
the Company may look to expand the offering to other products in
the future. Spark Perks™ members will receive special member-only
pricing and exclusive early access when the products are available
in retail stores this week.
"We are pleased to announce this curated product offering to our
customers. Qwest products are in high demand in the premium
cannabis product category and our collaboration on these private
label products will deliver high quality and value to the Fire
& Flower customer," shared Nadia
Vattovaz, Executive Vice President, Operations and Chief
Financial Officer of Fire & Flower. "Our ability to work
directly with licensed producers, though our wholesale business,
Open Fields Distribution in the province of Saskatchewan demonstrates how this province is
leading the Canadian cannabis industry and we believe other
provinces should look to how this model can best serve consumers
and help eradicate the illegal and unregulated market."
"Decibel is excited to partner with Canada's leading retailer to launch a series
of premium pre-rolls, exclusively for Fire & Flower customers,"
said Adam Coates, Chief Growth
Officer of Decibel. "This collaboration allows Qwest the
opportunity to provide craft cannabis to a group of new customers
while also offering value to Fire & Flower Spark Perks
members."
Additional details on the Qwest brand collaboration can be found
on the Company's website at https://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 and Spark™
program connect cannabis consumers with the latest cannabis
products and deliver cutting edge insights into evolving consumer
behaviours. 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 licensed cannabis retailer that
owns cannabis retail store licences in the provinces of
Alberta, Saskatchewan, Manitoba and Ontario and the Yukon territory.
Through its strategic investment with Alimentation Couche-Tard
Inc., the Company has set its sights on the global expansion as new
cannabis markets emerge.
More information on Fire & Flower can be found at
https://fireandflower.com.
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 Fire & Flower at the
date the statements are made based on information then available to
the Fire & Flower. Various factors and
assumptions are applied in drawing conclusions or making the
forecasts or projections set out in forward-looking statements,
including with respect to the closing of the Acquisition.
Forward-looking statements are subject to and involve a number of
known and unknown, variables, risks and uncertainties, many of
which are beyond the control of Fire & Flower,
which may cause Fire & Flower's actual
performance and results to differ materially from any projections
of future performance or results expressed or implied by such
forward-looking statements. Such factors, among other things,
include: final regulatory and other approvals or
consents; fluctuations in general macroeconomic conditions;
fluctuations in securities markets; the impact of the COVID-19
pandemic; the ability of the Company to successfully achieve its
business objectives and political and social uncertainties.
No assurance can be given that the expectations reflected in
forward-looking statements will prove to be correct. Although the
forward-looking statements contained in this news release are based
upon what management of the Company believes, or believed at the
time, to be reasonable assumptions, the Company cannot assure
shareholders that actual results will be consistent with such
forward-looking statements, as there may be other factors that
cause results not to be as anticipated, estimated or intended.
Readers should not place undue reliance on the forward-looking
statements and information contained in this news release.
Additional information regarding risks and uncertainties relating
to the Company's business are contained under the heading "Risk
Factors" in the Company's annual information form dated
April 29, 2020 and the heading "Risks
and Uncertainties" in the management discussion and analysis for
the thirteen and twenty-six weeks ended August 1, 2020 filed on its issuer profile on
SEDAR at www.sedar.com.
No stock exchange, securities commission or other regulatory
authority has approved or disapproved the information contained
herein.
Fire & Flower 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.