VENTURA, California – Hundreds of California cannabis brands and retailers attended California’s flagship trade show last week, aiming to position themselves for sustained success in the one of the nation’s most challenging marketplaces.
Attendees ranging from big brands such as Stiiizy to startups such as Luigi came to Hall of Flowers at the Ventura County Fairgrounds searching for new deals, partnerships and other potential collaborations.
More than 200 brands showcased products, dozens of ancillary companies touted services and more than a hundred retail operators converged in the sunny coastal town of Ventura, about 70 miles northwest of Los Angeles.
Women-owned brands seemed to be more prevalent at this year’s installment of Hall of Flowers, with several large booths dedicated to showcasing female products and imagery.
The huge after-parties – typically featuring live music, big food spreads, open bars and abundant product giveaways – were much more modest this year, perhaps a consequence of the struggles most retailers and brands are facing in the world’s largest regulated marijuana market.
Still, the business, social and consumption vibes were a welcome boost, several sources told MJBizDaily.
Hall of Flowers newcomers
Luigi and Juana, both first-time exhibitors, looked to make a splash – and retail connections.
Luigi, which specializes in live resin and liquid diamond products, had product giveaways at its booth near the entrance gate and hosted a postshow party.
The brand, based in downtown Los Angeles, recently entered the market with a two-in-one product that includes a 1-gram liquid diamond cart and a half-gram liquid diamond-infused pre-roll.
“We’ve only been in the license space for a few months now, so we’re trying to plant our seed and see where we go,” sales representative John Guergidjian told MJBizDaily.
“We’re currently in a few shops right now in L.A., but we’re looking to expand more north and south.”
Rachel Xin, founder of Orange County-based Juana, said she was motivated to create a female-focused brand in the male-dominated cannabis industry.
The company, which has products in seven stores in L.A. and Orange County, showcased its wellness line of flower, vapes and edibles sourced from single-strain plants.
“I wanted to do something that’s different,” said Xin, who was encouraged by the reception from retailers.
“We’re happy about the results.”
Opportunity to ‘put a face on everything’
Fee Ramos, who runs vertically integrated Lucky Family Farms, came to Hall of Flowers with two big goals – check out new products and support the company’s brand customers.
“We’re here on the retail side to see what’s new and what we can bring into the shop,” said Ramos, director of operations at the Chatsworth-headquartered company.
“On the brand side we just want to put a face to everything.”
Coastal Sun Farm executive Darren Story told MJBizDaily he attends Hall of Flowers to provide support for the event and organizers, bring awareness to the brand and help retailers push their stock-keeping units (SKUs).
“I really like interacting with the customers directly,” said Story, the chief financial officer of the Santa Cruz-based cultivator and brand.
“And its really about educating on the different SKUs we have, the different demographic that might be looking for each SKU and really how to sell our product.”
Cannabis wheeling and dealing
Northern California-based, vertically integrated cannabis company Solful announced a new wholesale division in a partnership with major California distributor Nabis.
Solful aims to bring terpene-rich, regenerative-grown flower and other products from legacy regions and small farms in Northern California to Southern California’s massive consumer market, according to CEO Eli Melrod.
“We’ve had some great conversations with retailers that we can really help build a new part of the shelf,” he said.
“Based on our success in our own stores, we feel pretty confident that the right shops and the right markets will do really well.”
Lauren Fontein drove to Ventura to explore new and existing brands that might fit her retail operation’s focus on wellness, serving women and seniors and offering unique experiences.
She recently opened The Artist Tree’s newest store and consumption venue near Los Angeles International Airport, where the business is testing new offerings, including a cannabis cocktail program and high tea events.
“There aren’t that many events geared toward women that are cannabis-centered, and we’re trying to do that,” said Fontein, the West Hollywood-based retail chain’s founder and chief compliance officer.
“We would love to bring more brands on board.”
Chris Casacchia can be reached at chris.casacchia@mjbizdaily.com.
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