Canadian Cannabis Retailer Fire & Flower Appoints Rob Cherry as Vice President, General Merchandise Manager

EDMONTON, Feb. 22, 2019 /CNW/ - Fire & Flower Holdings Corp. ("Fire & Flower" or the "Company") (TSXV:FAF) is pleased to announce the appointment of Rob Cherry as Vice President, General Merchandise Manager and Head Merchant. 

In this role, Rob will lead Fire & Flower's purchasing and merchandising departments. Rob brings to Fire & Flower exceptional experience from a career with many of the best known retail brands in the country including Walmart, Target and Giant Tiger. He understands the business needs of operating in a highly competitive sector and is a strong addition to Fire & Flower as the Company expands to new jurisdictions.

He will support Fire & Flower as the Company continues to propel its reputation for curating a best-in-class experience for cannabis consumers.

"Fire & Flower will be expanding to many new communities in 2019," says Trevor Fencott, Fire & Flower's Chief Executive Officer. "Rob's strong experience merchandising with large retailers is a great fit for our growing business bringing expertly curated products and an education-based customer experience to Canadians."

About Fire & Flower

Fire & Flower (TSXV: FAF) was founded by leading legal cannabis entrepreneurs in Canada, with significant combined experience in launching premium, successful businesses with extensive experience in the legal cannabis space. The Company provides customers with expertly curated product selection and a best-in-class, education-driven customer experience. Fire & Flower has provincial licences to operate seven cannabis retail stores in Alberta, two cannabis retail stores in Saskatchewan, and a wholesale cannabis supply business in Saskatchewan, and is pursuing additional licences to operate stores in British Columbia, Alberta, Saskatchewan, Manitoba and Ontario. To learn more visit: www.fireandflower.com.

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION
This news release contains certain forward-looking statements and forward-looking information (collectively referred to herein as "forward-looking statements") within the meaning of applicable Canadian securities laws. All statements other than statements of present or historical fact are forward-looking statements. Forward-looking statements are often, but not always, identified by the use of words such as "anticipate", "achieve", "could", "believe", "plan", "intend", "objective", "continuous", "ongoing", "estimate", "outlook", "expect", "may", "will", "project", "should" or similar words, including negatives thereof, suggesting future outcomes.

Management of the Company believes the expectations reflected in such forward-looking statements are reasonable as of the date hereof but no assurance can be given that these expectations will prove to be correct and such forward-looking statements should not be unduly relied upon. Various material factors and assumptions are typically applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements. Those material factors and assumptions are based on information currently available to the Company, including data from publicly available governmental sources as well as from market research and industry analysis and on assumptions based on data and knowledge of the retail cannabis industry which the Company believes to be reasonable. However, although generally indicative of relative market positions, market shares and performance characteristics, such data is inherently imprecise. While the Company is not aware of any misstatement regarding any industry or government data presented herein, the retail cannabis industry involves risks and uncertainties and is subject to change based on various factors. 

Forward-looking statements are not a guarantee of future performance and are subject to and involve a number of known and unknown risks and uncertainties, many of which are beyond the control of the Company and which may cause the Company's actual performance and results to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements, including those risks identified under the heading "Risk Factors" in the Company's filing statement dated February 6, 2019 as filed on SEDAR at www.sedar.com.

Any forward-looking statements are made as of the date hereof and, except as required by law, the Company assumes no obligation to publicly update or revise such statements to reflect new information, subsequent or otherwise.

SOURCE Fire & Flower Inc.

Media Relations Contact: Nathan Mison, Vice President, Government and Stakeholder Relations, [email protected], 780-951-1106