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10/04/2022

Fire & Flower and Circle K team up in Brampton, Ont.

Co-located stores feature proprietary digital technology for faster, easier shopping.
Michelle Warren
Editor & Associate Publisher, Convenience Store News Canada
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Fire and Flower
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Fire & Flower Holdings Corp. and Alimentation Couche-Tard are marking the opening of another co-located convenience and cannabis site, this time in Brampton, Ont. 

The cannabis consumer retail and technology platform announced that its Spark Perks members can now experience a new fast and convenient way of shopping for cannabis via the new store, which is directly adjacent to the Circle K at 1990 Steeles Ave. W.

In a release the company said: "This easily accessible location showcases a convenience cannabis store model and expands on the many products and services offered by the adjacent Circle K store including fuel, car wash, food, snacks and convenience items."

"This convenience-based shopping model is a major step change in the industry and provides a competitive advantage for both Fire & Flower and Circle K in the transformation of the cannabis consumer shopping experience," said Fire & Flower CEO Stéphane Trudel. "Fire & Flower anticipates reaching a total of 10 Circle K co-located stores operating using its technology and brands within the next 12 months. The opening of this store in the GTA demonstrates our progress towards this goal and builds upon the two pilot stores that are already open and operating in Alberta."

Spark Perks members and Circle K customers are served in a fast, convenient, and personal way leveraging the Hifyre digital retail platform licensed to Circle K. The platform powers every customer interaction in the store and online shopping at fireandflower.com, offering easy pickup at the store. Spark Perks members receive exclusive benefits, including member pricing on top selling products both in store and online.

ACT and Fire & Flower have an existing Master Franchise Agreement in several provinces to operate Fire & Flower branded cannabis stores co-located with Circle K stores and use the Hifyre digital retail platform. The deal dates back to July 2019, when ACT announced its strategic investment in Fire & Flower. In April 2022, ACT announced it was increasing its ownership of the Canadian cannabis retailer through the exercise of warrants.

Fire & Flower now operates more than 90 corporate stores in its network. The multi-banner cannabis retail operator owns and operates stores in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and the Yukon territory.

Through the strategic investment of ACT, the goal is global expansion as new cannabis markets emerge.

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