/NOT FOR DISSEMINATION IN THE UNITED
STATES OR FOR DISTRIBUTION TO UNITED STATES WIRE SERVICES/
New e-commerce offering from
Hifyre and Fire & Flower will equip brands with a
direct-to-consumer sales platform enabled by delivery and a 100+
store retail network
TORONTO, Jan. 27, 2022 /CNW/ - Fire & Flower
Holdings Corp. ("Fire & Flower'', or the "Company") (TSX: FAF)
(OTCQX: FFLWF), a leading, technology-powered, cannabis
retailer, today announced the expansion of the Company's e-commerce
offering with the launch of online branded dispensaries that will
enable direct-to-consumer sales using drop shipping for leading
licensed producers ("LPs").
![Fire & Flower Logo (CNW Group/Fire & Flower Holdings Corp.) Fire & Flower Logo (CNW Group/Fire & Flower Holdings Corp.)](https://mma.prnewswire.com/media/1735140/Fire___Flower_Holdings_Corp__Fire___Flower_Launches_E_Commerce_D.jpg)
The expanded e-commerce capabilities continues the buildout of
Fire & Flower's proprietary technology stack that is focused on
delivering a seamless digital consumer experience including
in-store fulfillment and delivery. The new virtual retail
platforms, powered by the Company's proprietary data and analytics
platform, Hifyre, allow for cannabis consumers to shop LP-branded
online marketplaces for direct-to-consumer sales. Consumers can
shop for their favourite brands' cannabis products and have those
orders completed through in-store fulfillment at one of Fire &
Flower's 100+ retail locations or via delivery (where permitted)
through its recently acquired delivery subsidiary, Pineapple
Express Delivery. Initial brands available for purchase through
Fire & Flower's platforms include Auxly, Aleafia, Cronos Group,
FIGR and Wagners. The e-commerce marketplaces will also generate
digital advertising revenue through the Hifyre Reach platform which
connects brands to intending consumers, and provides a path to
measure purchasing behavior both in-store and online.
"Retail is continuously evolving and we found that a growing
segment of our customer base is looking for a seamless digital
solution that allows them to connect and shop directly from their
favorite brands. We are uniquely positioned to meet that demand by
providing a streamlined retail experience to customers across
North America through our
scalable, digital solution, powered by our Hifyre technology
platform. Through the creation of branded dispensaries we are
delivering additional value to LPs by enabling greater customer
acquisition through a top-of-funnel virtual platform that can also
fulfill those direct orders either in person or via delivery," said
Trevor Fencott, Chief Executive
Officer of Fire & Flower.
"Not only does the creation of these online platforms support
the expansion of our Spark Perks membership program and empower our
entire technology platform with increasing sources of consumer
buying preferences, it creates an opportunity to generate new
digital advertising revenue streams through our Hifyre Reach
platform," concluded Fencott.
"We're excited to engage directly with consumers through Fire
& Flower's advanced consumer technology," said Andrew MacMillan, SVP Commercial, Auxly. "To
successfully compete in today's competitive cannabis market, it is
essential to understand purchase habits and preferences. Through
our newly branded e-commerce dispensaries, not only can we track
consumer activity right through to purchase and conversion, but
most importantly, we are also delivering an enhanced experience of
our brands. This direct-to-consumer online model will drive new
opportunities to more effectively serve our expanding customer base
and support our sales growth."
About Fire & Flower
Fire & Flower is a leading, technology-powered, adult-use
cannabis retailer with over 100 corporate-owned stores in its
network. The Company leverages its wholly-owned technology
development subsidiary, Hifyre Inc., to continually advance its
proprietary retail operations model while also providing additional
independent high-margin revenue streams. Fire & Flower guides
consumers through the complex world of cannabis through
education-focused, best-in-class retailing while the Hifyre™
digital retail and analytics platform empowers retailers to
optimize their connections with consumers. The Company's leadership
team combines extensive experience in the technology, cannabis and
retail industries.
Through the strategic investment of Alimentation Couche-Tard
Inc. (owner of Circle K convenience stores), the Company has set
its sights on global expansion as new cannabis markets emerge and
is poised to expand into the United
States when permitted through its strategic licensing
agreement with Fire & Flower U.S. Holdings upon the occurrence
of certain changes to the cannabis regulatory regime.
Fire & Flower is a multi-banner cannabis retail operator
that owns and operates the Fire & Flower, Friendly Stranger,
Happy Dayz and Hotbox brands. Fire & Flower Holdings Corp. owns
all issued and outstanding shares in Fire & Flower Inc. and
Friendly Stranger Holdings Corp., licensed cannabis retailers that
own and operate cannabis retail stores in the provinces of
Alberta, Saskatchewan, Manitoba, British
Columbia and Ontario, and
the Yukon territory.
To learn more about Fire & Flower, visit
www.fireandflower.com.
About Hifyre
The Hifyre Digital Retail and Analytics Platform is a
proprietary ecosystem of products that includes the Spark Perks
member program, Hifyre ONE retail software platform, Hifyre IQ
cannabis data and analytics platform, and Hifyre Reach digital
advertising network.
The Hifyre platform also supports Fire & Flower's advanced
operations and provides a competitive advantage in providing a
tailored digital experience and understanding consumer behaviours
in the evolving cannabis market.
To learn more about Hifyre, visit www.hifyre.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 market conditions and the
business of the Company. 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: 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 30, 2021 and the heading "Risks
and Uncertainties" in the management discussion and analysis for
the quarter ended October 30, 2021
filed on its issuer profile on SEDAR at www.sedar.com. The
forward-looking statements contained in this press release are made
as of the date of this press release, and the Company does not
undertake to update any forward-looking statements that are
contained or referenced herein, except in accordance with
applicable securities laws.
No stock exchange, securities commission or other regulatory
authority has approved or disapproved the information contained
herein.
SOURCE Fire & Flower Holdings Corp.