In a similar vein, in 2019, the luxury handbag creator Edie Parker combined lifestyle elements with a cannabis brand upon launching Flower by Edie Parker. “Our fundamental goal is to make social cannabis use commonplace,” states Niki Sawyer, the brand marketing director for Edie Parker. “In contrast to conventional fashion, where exclusivity can be vital, we advocate for a distribution model akin to that of the alcohol industry…having availability across diverse retail environments cultivates a strong customer pipeline by reaching consumers where they are.”
Flower by Edie Parker is present in approximately 10% of dispensaries across the country, a remarkably high figure for a single brand whose most notable offerings include “petal puffer” mini vapes available in flavors like Limoncello and Cherry Amaretto Sour, alongside trompe l’oeil pipes shaped like black and white cookies, banana splits, and Neapolitan ice cream.
The anticipated cannabis crackdown will impact 95% of the existing market.
Prominent retailers encompass Gotham, whose four locations in New York are, as stated by founder Joanne Wilson, modeled not after conventional dispensaries but rather multi-brand retail and concept stores globally, such as Paris’ (now-closed) Colette and Printemps.
“Initially, our vision for Gotham was to create the most impressive concept retail store you’ve visited that also happens to offer cannabis,” elucidates Rachel Berks, Gotham’s vice president of retail and merchandising. “We’ve embarked on a journey to discover intriguing brands that aren’t carried by other retailers.” The store was the first American retailer to feature Oberflacht, a trendy German candle line; Berks frequently attends Milan Design Week and Paris Fashion Week on behalf of Gotham.
A significant indicator that the multi-concept strategy for cannabis is succeeding is the brand’s introduction of Gotham Goods, a collection of “elevated essentials” such as candles, lotions, incense, and oil diffusers in six customized fragrances that feature “On the Bowery,” highlighting top notes of Tunisian rosemary, geraniol, and wild grass, and “Because of the Night,” which includes notes of olibanum, sun-tanned leather, and smoke.
Farnsworth refers to it as an “eat with your eyes first” technique for marketing cannabis; Berks considers it sound business practice. The truth lies somewhere in the middle.
“The [cannabis] environment is evolving, and we’ve influenced both consumers and retailers,” Berks remarks. “It’s fascinating to witness evidence of that evolution during our buying trips abroad—there’s now substantial recognition of our identity, particularly over the past two years.”
