Fire & Flower adds private-label CBD wellness brand

Canadian cannabis retailer Fire & Flower is bringing a wellness-focused private label brand to market with Revity CBD. The product, which is set to launch on Aug. 14 at Fire & Flower stores in Saskatchewan, is the retailer’s attempt to capitalize on a favorable supply chain it said allows for private wholesale distribution through its parent company’s Open Fields Distribution business. 

The brand will initially feature CBD oil product formats via its commercial arrangement with WeedMD, which will package and ship Revity CBD products to Open Fields Distribution and Fire & Flower. The retailer will augment the lineup in the coming months

"Fire & Flower has identified key consumer insights that has led us to launch a health and wellness-focused product brand in the underserved market of regulated CBD products," shared Trevor Fencott, CEO of Fire & Flower. "We have focused on launching this product in the province of Saskatchewan and will look for opportunities to expand the brand both across Canada and internationally, as new markets emerge. The private label product strategy is consistent with our core focus on technology-enabled cannabis retailing and creating opportunities in this area of the supply chain."

The company said it used consumer insights on product formulation, target consumer segments, price and format gleaned via the Hifyre Digital Retail and Analytics Platform.