Fire & Flower Selected for Manitoba Cannabis Store License and Intends to Launch e-Commerce Sales

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EDMONTON, May 17, 2019 /CNW/ - Fire & Flower Holdings Corp. (the "Company") (TSXV: FAF) today announces that its wholly-owned subsidiary, Fire & Flower Inc. ("Fire & Flower") has been selected by the province of Manitoba to open a cannabis retail location in Swan River, Manitoba.

Fire & Flower was previously pre-qualified by the province of Manitoba and the selection occurred by way of a random draw conducted by Manitoba Growth, Enterprise and Trade.

In addition to serving the local community of Swan River, Fire & Flower intends to use its Hifyre digital platform to rapidly deploy e-commerce cannabis product sales throughout the province.

"We are excited to enter the province of Manitoba as part of Fire & Flower's aggressive growth strategy of opening cannabis retail stores in provinces across Canada," shared Trevor Fencott, Fire & Flower's Chief Executive Officer. "The province of Manitoba allows for private e-commerce sales and Fire & Flower's best-in-class e-commerce platform will enable our Company to rapidly serve customers across the province through this store license. We look forward to becoming members of the Swan River community and introducing customers to the Fire & Flower retail experience." 

Fire & Flower has 10 days to confirm its interest in the Swan River license and the opening of the store is subject to the province's standard licensing process including obtaining all municipal permits and inspections.

About Fire & Flower
Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer poised to capture significant Canadian market share. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre digital platform connects consumers with cannabis products. The Company's leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations.

Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc., which is a licenced cannabis retailer in the provinces of Alberta and Saskatchewan and a consultant and licensor to Fire & Flower-branded retail locations in province of Ontario.

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION
This news release contains certain forward-looking information within the meaning of applicable Canadian securities laws ( "forward-looking statements"). 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", "project" and similar words, including negatives thereof, suggesting future outcomes or that certain events or conditions "may" or "will" occur. These statements are only predictions.

Forward-looking statements are based on the opinions and estimates of management of the Company at the date the statements are made based on information then available to the Company.  Various factors and assumptions are applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements.  Forward-looking statements 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. No assurance can be given that the expectations reflected in forward-looking statements will prove to be correct.

The Company assumes no obligation to publicly update or revise forward-looking statements to reflect new information, future events or otherwise, except as expressly required by applicable law.

SOURCE Fire & Flower Holdings Corp.

Nathan Mison, Vice President, Government and Stakeholder Relations, [email protected], 780-953-1106