Lifestyle brand FIKA wants to redefine cannabis retail

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Toronto’s first store is now open and a second is slated for next year.

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Toronto’s Historic Distillery District is home to the city’s very first FIKA Herbal Goods store, a brand that is hyper-focused on customers by taking a three-S approach: sophisticated, elegant and shameless.

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Often translated from Swedish to English as’ a coffee break and a treat, ‘FIKA as both a word and a mantra seeks to promote a mindset that encourages consumers to’ take a break and enjoy beauty. daily life ”.

The layout and aesthetics of the store, which opened today, are designed in the hope of reflecting these positive feelings.

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Offering deep woods and earthy tones, the store’s centerpiece are three flower bars “designed to make shopping easy and accessible,” the company notes in a press release. The flower is displayed in magnifying domes that are “organized left to right by strain type and top to bottom by strength of THC.”

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Customers can also visit the Vintages section, which “features a curated and rotating selection of Canada’s most sought-after producers and provides an immersive platform to explore unique origin stories across the country.”

Of course, it’s not just about flowers. Other products include cannabis infused chocolates, gummy candies, cold drinks, wellness products, topicals, Boy Smells candles and clothing, FIKA bags and Palo Santo smudge wood from America. South. If a customer wants an even more convenient experience, they can check out the store’s vape and pre-roll bars.

Cannabis flower displayed in magnifying domes.  /
Cannabis flower displayed in magnifying domes. / CNW Group Photo / FIKA

“We’ve designed our stores to be intuitive for newcomers and seasoned shoppers alike by taking a hospitality-focused approach and eliminating things like overwhelming menu boards and tent cards,” explains Christopher Kane, director of operations for FIKA, which was founded in 2020.

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The company hopes to achieve an engaging yet relaxing experience by offering simple, easy-to-navigate displays of products at competitive prices, paired with knowledgeable staff called ambassadors. “We are investing heavily in training and education to provide the highest level of customer service,” said Kane.

“We have developed personalized merchandising for each category to eliminate the distraction and confusion of cannabis packaging and allow our customers to see exactly what they are buying,” said Kelly Kennedy, store design manager and visual merchandising at FIKA.

FIKA lifestyle and accessories.  /
FIKA lifestyle and accessories. / CNW Group Photo / FIKA

FIKA’s view is that despite a very busy cannabis space, the emerging industry “has yet to see a premium lifestyle brand for the modern consumer,” the press release notes.

Another store, this time in the newly renovated Union Station Market in Toronto, is slated to open next year. The company’s plan is to open 18 FIKA Local and FIKA Herbal Goods branches across the country through 2023.

The Canadian cannabis industry is no stranger to trying different things to create an engaging and interactive experience.

Consider the marriage of weed and music that was at the center of Prairie Records stores, the retro restaurant style which has become a tasteful staple of the Superette chain or the idea of ​​reflecting the style of the outdoor neighborhood inside the stores.

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