Fire & Fire Flower Inc.’s (OTCMKTS:FFLWF) subsidiary Fire & Flower Holding Corp has opened two of its first cannabis retail locations next to Circle K stores in Alberta. These are pilot stores that it launched with Alimentation Couche-Tard.
Locations at Circle K outlets to offer convenience
The company expects to benefit from the initiative due to the high traffic Circle K outlets. The move will help deliver exceptional convenience for pot customers. This will also maximize the Sparks Perks™ program’s outcomes as well as the Spark Fastlane ™ e-ordering services at the conveniently placed outlets.
The two stores in Grande Prairie and Calgary will be among the first of more opportunities expected to co-locate marijuana retails stores going forward. Fire & Flower will own and run the co-located outlets independent of the neighboring Circle K locations as per the necessary regulations. The company expected to open the Grande Prairie outlet in the July 6 week with the Calgary store also opened the following week on July 13, 2020.
The cannabis operator is partnering with Alimentation Couche-Tard Inc., which bought a 9.9% stake in Fire & Flower in July last year. The Quebec based Alimentation Couche-Tard has the option of increasing its stake in the cannabis company to 50.1%. Alimentation Couche-Tard has International operations, and in Canada, it operates mostly as Circle K, but it still operates as Couche-Tard Quebec.
Dire & Flower leveraging domestic and international opportunities
Fire & Flower CEO Trevor Fencott indicated that they are delighted to embark on an initiative with Alimentation Couche-Tard as they continue to grow their working relationship. Trevor said that the company’s co-location strategy is to leverage both domestic as well as international opportunities.
He added that they believe that the combination of convenient cannabis pickup locations with the online engagement offered through the Spark Perks program and Hifyre platform offers customers a differentiated value proposition. Trevor concluded that its strategy to innovate in convenience-focused and omnichannel retail locations position the company well to capitalize on opportunities.
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