Fire & Flower Opens Cannabis Accessory Shops in Alberta

EDMONTON, Jan. 15, 2019 /CNW/ - Fire & Flower, an independent corporate cannabis retailer, is expanding its network of retail outlets in Alberta with the opening of cannabis accessory shops in Edmonton and Strathmore. The shops will deliver the same exceptional customer service and extensive knowledge of cannabis and cannabis accessories as Fire & Flower's other seven shops in Alberta but will not be selling cannabis at this time.

"These new shops are part of our aggressive growth strategy that will see us become the leading corporate cannabis retailer in Canada," says Mike Vioncek, Chief Operating Officer. "People want to purchase from retailers they trust, so even though there is a temporary freeze in issuing additional licences for shops to sell cannabis in Alberta, accessory shops are a great way for us to serve new customers and introduce as many Albertans as possible to our socially responsible, education-based retailing experience.'

In November 2018, Alberta Gaming, Liquor and Cannabis (AGLC) announced it would temporarily suspend issuing new licences for cannabis retail outlets in the province until it could be sure there would be sufficient supplies available for any new shops that wanted to open. Vioncek says Fire & Flower's Alberta shops currently selling cannabis continue to have a reliable supply of product, adding that the company is looking forward to opening more cannabis retail shops in Alberta as soon as the AGLC resumes issuing licences.

The two new Fire & Flower accessory shops are located at:

Clareview Accessory Shop	Strathmore Accessory Shop
#113 13710 42 Street NW	#110M 800 Pine Road
Edmonton, Alberta	Strathmore, Alberta
T5E 2Z2	T1P 0A2
1-833-680-4947	1-833-680-4947

Accessories are also available at Fire & Flower's other seven Alberta shops already selling cannabis in Canmore, Edmonton, Fort Saskatchewan, Hinton, Sherwood Park, St. Albert and Stettler. The company operates two more retail cannabis shops in Saskatchewan and intends to apply for additional licences in all provinces that allow private cannabis sales, including Ontario, Manitoba and British Columbia.

About Fire & Flower

Founded by experienced legal cannabis entrepreneurs from the federal system, 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 will provide customers with expertly curated product selection and a best-in-class, education-driven customer experience.

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