Julian Marley JuJu Royal™ Expands Distribution, Executes on Retail Strategy
March 12th, 2018
Exclusive, Feature Stories, News
As the evolving legal cannabis industry moves from a strictly medical focus to a more broad-based adult-use market, recreational and lifestyle brands are moving to the forefront. Gaining market share in the earlier stages could lead to significant returns down the road, and the identification of potentially successful brands now is essential if investors want to keep up with the market. One publicly-traded option, International Cannabrands (CSE: JUJU.A) (FSE: 31G) and its Julian Marley JuJu Royal™ line of cannabis products and accessories, is aggressively executing a multi-national retail strategy to put its brand squarely in the conversation.
See an exclusive in-store video highlighting the JuJu Royal brand here:
U.S. Domestic Rollout
International Cannabrands is engaging in a multi-dimensional strategy to gain market share and visibility in the U.S. The strategy involves partnering with key dispensaries in existing legal markets, developing its own JuJu Royal™ branded retail outlets, and creating a store-within-a-store concept to feature the brand more prominently. International Cannabrands currently has licensing agreements in California, Colorado, Oregon, Washington, and Puerto Rico.
The company recently announced its first store-within-a-store in partnership with a dispensary in Cathedral City, California. The Cathedral City Care Collective will devote a whole section of its store to the full line of JuJu Royal™ products, including cannabis, extracts, vape pens, edibles, and ancillary products. Cathedral City Care offers customers the highest quality products in a lounge-type atmosphere featuring local art, pool table, music, and good vibes. It’s an ethos that fits the Julian Marley image perfectly. As International Cannabrands CEO Jeffrey Britz put it, “Cathedral City Care was particularly drawn to Julian Marley and the Rastafarian culture that the JuJu Royal brand embodies. We are very pleased to have this knowledgeable, compassionate group of people to be the first to feature the JuJu Royal Products in their store and we welcome them to the JuJu family.”
Store-within-a-store is one way the company plans to feature its products and gain traction with recreational consumers. Another part of its strategy is to create its own retail concept stores that exclusively feature the JuJu Royal™ brand. International Cannabrands hired Eric Singer, a seasoned and successful retail executive with a history of designing and launching stores for brands like Kenneth Cole and Michael Jordan Golf, to manage the process. Mr. Singer sees the potential with the brand, stating “I have taken brands from zero to multi-units in the past and I think the JuJu Royal brand will provide the most exciting retail theatre. I am looking forward to combining my skills with the existing team and making JuJu Royal a true ‘household name’ in the cannabis space.”
The U.S. market is a focus for the company as legal cannabis becomes more ubiquitous across the States, but International Cannabrands isn’t forgetting about the ‘International’ part of its name, or the global appeal of the Marley name. The company recently entered into a distribution agreement with KUMAA Enterprises to distribute the full line of JuJu Royal™ products throughout the United Kingdom and Europe. Cannabidiol (CBD) products are legal and particularly popular in the region, and medical marijuana has started to take hold there along with a trend toward decriminalization of the recreational drug. It is definitely an emerging market, and JuJu Royal™ brand is getting a jump on it.
A much more mature market in Canada offers the company a huge opportunity. Maricann Group (CSE: MARI) (OTCQB: MRRCF), an established licensed producer and distributor of cannabis in Canada, distributes the product line to medical patients in the country. With Canada planning to legalize the adult use of cannabis in 2018, the market is expected to greatly expand. Having a distribution partner such as Maricann positions the JuJu Royal™ brand to take advantage of the demand from these new recreational consumers. According to Deloitte, the industry in Canada is expect to grow to more than C$22 billion annually in the coming years as the recreational market takes hold.
Bringing It All Together
There might not be a more globally-recognized name associated with cannabis than ‘Marley.’ To consumers around the world, the name represents social justice, sustainability, harmony, and positivity. International Cannabrands (CSE: JUJU.A) (FSE: 31G) and the Julian Marley JuJu Royal™ has a comprehensive strategy to capitalize on that image and is executing in the United States, Canada, and Europe. The company bears watching as the wave of cannabis legalization opens up new markets and new opportunities.
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