In 2019, luxury handbag designer Edie Parker took a bold step into the cannabis market. They launched “Flower by Edie Parker” to blend lifestyle and cannabis culture. According to Niki Sawyer, their brand marketing director, their aim is to normalize cannabis use in social settings. This model mirrors how alcohol is distributed, making cannabis more accessible to consumers.
Remarkably, Flower by Edie Parker is now available in about 10% of dispensaries across the U.S. This is impressive for a single brand. Their product lineup includes quirky miniature vapes in flavors like Limoncello and Cherry Amaretto Sour, along with fun pipes shaped like cookies and desserts.
As interest in cannabis grows, larger retailers are also getting involved. Gotham, with its four New York locations, is not your typical dispensary. Founder Joanne Wilson designed it to feel more like a concept store. Inspired by global retail spaces, Gotham showcases unique brands that aren’t usually found in other stores. Rachel Berks, Gotham’s VP of retail, states they focus on creating a standout shopping experience, offering products like the popular German candle line Oberflacht.
The brand has also introduced Gotham Goods, which includes candles and lotions, all featuring custom scents. This innovative approach to cannabis retail has been well-received. Berks notes there’s increasing recognition of their brand among consumers and retailers, driven by visits to major design events like Milan Design Week and Paris Fashion Week.
Market trends reflect this shift. According to recent data, the cannabis industry has been expanding rapidly, with a projected valuation of $61 billion by 2028. This indicates growing acceptance and interest in cannabis as a lifestyle product.
Overall, the cannabis landscape is evolving. Companies that creatively blend fashion and cannabis are paving the way for a new market. As the stigma surrounding cannabis fades, the future looks promising for brands willing to innovate and engage with consumers in meaningful ways.
For more insights on the current state of cannabis in retail, you can check out this report.
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