In preparation for legalization this fall, Aurora has entered into an exclusive partnership with Edmonton-based liquor retailer Alcanna.
According to the license agreement, Alcanna will have exclusive rights to open retail cannabis stores under the brand name “Aurora” across Canada, wherever provinces allow private retail.
Alcanna is the biggest private sector liquor retailer in Canada with 229 retail outlets is western Canada and Alaska.
Alcanna is currently converting several of its existing liquor stores into cannabis retail outlets, and will be responsible for building, owning, and operating new cannabis stores.
“We have collaborated on store design and layout to ensure the ultimate customer-focused experience, based on a broad selection of products that we anticipate will resonate strongly with the adult consumer use market,” Aurora CEO Terry Booth said in a press release.
There are 37 stores anticipated to open on October 17 in Alberta, the maximum number permitted to a single operator under provincial regulations in year one of legalized adult consumer use.
“We are excited to operationalize this vision, and execute rapidly in Alberta, and across Canada, wherever we are permitted to do so,” said James Burns, CEO of Alcanna.
“We have deep capabilities that will enable us to rapidly develop a large network of well-located cannabis stores, delivering a unique customer experience.”
The Aurora stores will represent a house of brands including products from various licensed producers across Canada including MedReleaf and CanniMed.
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