News Release

May 22, 2018

Canadian Cannabis Retailer Fire & Flower Appoints Isaac Watson as Vice President, Product Development and Retail Experience

Edmonton, Alberta, Canada (May 22, 2018) Fire & Flower, a corporate retail cannabis store, announces Isaac Watson has been appointed as Vice President, Product Development and Retail Experience.

In this role, reporting to the Chief Operating Officer, Mr. Watson will be responsible for developing product lines within Fire & Flower, as well as ensuring a positive customer experience across all retail locations.

Mr. Watson comes to Fire & Flower with over 15 years of experience in the corporate planning and analysis field. Prior to joining Fire & Flower, Mr. Watson was the CEO of Braintrvst Analytics, Senior Partner at ALIF Partners, Principal for Heartland Product and Consultation Services and Merchandise Financial Plannerfor lululemon athletica, where he was responsible for planning the significant growth of the North American Men’s retail business.

“Mr. Watson’s extensive operations and corporate planning experience is a significant asset to our executive team,” shared Trevor Fencott, Fire & Flower’s Chief Executive Officer.

Mr. Watson added, “As Fire & Flower undertakes one of the largest retail launches in Canadian history, we are thrilled to welcome guests into our stores to share what our whole team has worked so hard to achieve. We’ve been very fortunate to attract great talent to lead our store teams. Their passion and excitement will generate an experience that is educational, community focused and proudly Canadian. In addition, I am very excited by the progress of our private label and branded product lines. We’ve had a great response to our concepts thus far and are continuing our work to ensure a cohesive store design that supports both cannabis and merchandise products.

About Fire & Flower

Fire & Flower is a corporate retailer, specializing in elevating Canadian cannabis products through experiential strategies and education-based programming. The company is poised to serve customers across the country, in provinces where private retailing of cannabis is permitted. Fire & Flower plans to open 37 retail locations in the province of Alberta, once permitted by regulatory bodies.

Founded by leading legal cannabis entrepreneurs, Fire & Flower’s leadership team carries extensive experience in launching successful businesses and 20 years in the legal cannabis space. The company is versed in the national legalization of cannabis and is actively influencing the evolution of the new cannabis industry across the country.  


Media Relations Contact:
Nathan Mison
Vice President, Government and Stakeholder Relations
Ph: 780-951-1106