Fire & Flower Opens New Cannabis Store in Canmore, Alberta

EDMONTON, Dec. 19, 2018 /CNW/ - Fire & Flower, an independent corporate cannabis retailer, is bringing its exceptional customer service and education-based, socially responsible retailing experience to the foothills of the Rocky Mountains with the opening of its newest shop in Canmore, Alberta. The shop, which begins welcoming guests today, is the seventh Fire & Flower shop in the province, in addition to the company's two shops in neighbouring Saskatchewan.

"We're delighted to have one of our shops located in such a vibrant and exciting town that welcomes visitors from around the world," said Mike Vioncek, Fire & Flower's Chief Operating Officer. "Whether our guests are from the Canmore area or further afield, it's great that even more people will be able to learn about cannabis and cannabis products from our highly educated cannistas and choose from the variety of products available in our shop."

Vioncek says this latest shop represents another important step in Fire & Flower's aggressive growth strategy to become the leading corporate cannabis retailer in Canada. As part of that strategy, the company intends to apply for additional licences for retail shops in Alberta, Saskatchewan and in all provinces that allow private cannabis sales, including Ontario, British Columbia and Manitoba.

"All of our shops deliver expertly curated Health Canada-regulated products in a socially responsible way and use a robust security protocol that prevents sales to minors and ensures the highest standards of safety for the communities in which they are located," said Vioncek. "Many of the people visiting our shops are new to cannabis, so it's extremely important that we help them understand the products and how to use them to ensure they have an enjoyable and safe experience when they get home."

Fire & Flower's newest Alberta shop is at 1120 Railway Ave C108 in Canmore and is open Monday to Thursday from 11 a.m. to 8 p.m., Friday and Saturday 10 a.m. to 9 p.m. and Sunday from 11 a.m. to 5 p.m.

Other Fire & Flower shops in Alberta are in Edmonton, Fort Saskatchewan, St. Albert, Hinton, Sherwood Park and Stettler, with additional shops in Yorkton and North Battleford, Saskatchewan. The company also plans to open more shops soon in Calgary and Red Deer, and a second shop in Edmonton.

For more information about Fire & Flower, visit our website at fireandflower.com.

About Fire & Flower

Fire & Flower is a leading independent adult-use cannabis retailer poised to capture significant market share in Canadian provinces that allow private retail. The company provides customers with expertly curated product selection and a best-in-class, education-driven customer experience. Fire & Flower's leadership team combines extensive experience in the legal cannabis industry with deep retail expertise. The company is at the forefront of the new adult-use cannabis industry in Canada.

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, 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.

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