Superette

Superette operates as a distinctive cannabis retail brand in Canada, aiming to normalize the cannabis purchasing experience by modeling its stores on familiar, nostalgic retail environments such as bodegas, diners, and grocery stores. The company was founded in 2019 by Mimi Lam and Drummond Munro. Both founders brought previous cannabis industry experience from their time at Tokyo Smoke, where they identified a gap in the market for a more approachable and customer-centric retail model, departing from the often clinical feel of other dispensaries.

The business generates revenue through the sale of a wide range of cannabis products, including flowers, pre-rolls, vapes, and edibles, targeting a broad demographic from the canna-curious to experienced consumers. In addition to cannabis, Superette's business model includes the sale of branded apparel, accessories, and lifestyle items, which constitute a significant portion of their product assortment. This strategy helps differentiate the brand in a market where many retailers sell the same government-sourced cannabis products. The company's revenue is derived from in-store sales at its physical locations in cities like Toronto and Ottawa and through its online presence. Each store is uniquely designed to be an immersive and interactive environment, featuring playful elements like custom props, retro-style checkerboard floors, and even a "Munchie Phone" for ordering from a local deli, aiming to create a fun and disarming shopping journey.

The company's journey has included significant evolution. In February 2022, Superette acquired Cannoe Corp., a move that doubled its retail footprint at the time. However, later that year, the company faced financial difficulties, leading it to seek and receive creditor protection under the Companies' Creditors Arrangement Act (CCAA) in August 2022. Subsequently, in February 2023, SNDL Inc., a major Canadian cannabis company, acquired Superette's assets, including its brand and five retail locations, as part of the CCAA proceedings. Superette now operates as one of SNDL's retail banners, which also include Value Buds and Spiritleaf, contributing to one of Canada's largest private-sector cannabis and liquor retail networks.

Keywords: cannabis retail, Canadian cannabis market, Mimi Lam, Drummond Munro, dispensary design, nostalgic retail, cannabis lifestyle brand, immersive retail experience, SNDL Inc., CCAA, Cannoe Corp, Tokyo Smoke, cannabis accessories, recreational cannabis, Toronto cannabis, Ottawa cannabis, consumer packaged goods, retail branding, customer experience, cannabis market consolidation