Fire & Flower Amends U.S. Strategic Licensing Agreement and Acquisition Option

Fire & Flower Amends Strategic Licensing Partnership And Option To Acquire Fire & Flower Holdings US (Formerly American Acres)

Amendments enable further retail brand expansion and create an additional high margin US revenue channel for the Hifyre™ technology platform

TORONTO, Jan. 31, 2022 /CNW/ – Fire & Flower Holdings Corp. (“Fire & Flower” or the “Company”) (TSX: FAF) (OTCQX: FFLWF), today announced it has amended certain terms (the “Amendments”) of its previously announced option agreement and licensing agreement (collectively “Strategic Agreements”) with Fire & Flower US Holdings Inc. (formerly American Acres Managers) (“Fire & Flower US” or the “Licensee”).

The Strategic Agreements provide Fire & Flower with a path to acquire corporate-owned cannabis retail stores in major markets in the US and deploys the Hifyre™ technology platform in the US.

Under the Strategic Agreements, Fire & Flower has the option to acquire Fire & Flower US, which acquisition is expected to occur upon the federal legalization of adult-use cannabis in the United States or when otherwise permitted by the policies of the Toronto Stock Exchange (the “TSX”) or any other stock exchange on which the Company’s securities are listed for trading.

The amendments to our strategic agreements with Fire & Flower US expand the ability for the Fire & Flower and Hifyre brands to open in key markets ahead of federal permissibility of adult-use cannabis in the US. In addition, the technology, software and support fees create an additional high margin revenue channel in our digital business segment.

Trevor Fencott, Chief Executive Officer of Fire & Flower.

The amended strategic agreements, along with our relationship with the owner of Circle K, Alimentation Couche-Tard, will help position Fire & Flower to one day be a key player in the US cannabis industry, where the demand for incorporating technologically advanced systems has never been greater. We believe the amendments to the strategic agreement provide a meaningful near and long-term benefit to Fire & Flower shareholders in our option to acquire Fire & Flower US.

Highlights of the Amendments to the Strategic Agreement

  • Fire & Flower continues to have the option to acquire the Licensee.
  • Hifyre will now receive a one-time implementation fee and ongoing software and support fees for each Fire & Flower branded store operated by Fire & Flower US.
  • The Company shall (subject to certain conditions) pay to the shareholders of the Licensee an aggregate amount of US$5 million and will have the option to pay additional cash amounts. The cash amounts, plus a premium of 1%, calculated monthly, shall be deducted from the fair-market value purchase price payable upon exercise by Fire &
  • Flower of the option to acquire the Licensee. This acquisition payment structure replaces the discount to fair market value contemplated in the Strategic Agreements prior to the Amendments.
  • Upon payment of additional cash amounts, Fire & Flower may (i) extend its option to acquire the Licensee to February 2028 or such later date upon the federal legalization of adult-use cannabis in the United States or when such acquisition would otherwise permitted by the policies of the TSX or any other stock exchange on which the Company’s securities are listed for trading, (ii) expand the number of cannabis retail stores that the Licensee may operate utilizing the licensed trademarks/intellectual property, and/or (ii) expand the Territory within which the Licensee may operate cannabis retailer stores utilizing the licensed trademarks/intellectual property.

Benefits of the Amendments

  • High margin US revenue stream created in the Hifyre digital business segment.
  • More favorable terms for Fire & Flower on its purchase option of Fire & Flower US.
  • Establishes a framework for the Fire & Flower US network of cannabis retail stores utilizing Fire & Flower to expand within California and Colorado, and into other US states.

Related Party Disclosure

Trevor Fencott, an officer and director of the Company is a “related party”, for the purposes of Multilateral Instrument 61-101 – Protection of Minority Security Holders in Special Transactions (“MI 61-101”), on account of being a Licensee Shareholder. As such, any payments or issuance of shares of the Company to be made to Mr. Fencott pursuant to the Option Agreement may be a “related party transaction” for the purposes of MI 61-101. The Company is relying on exemptions from the formal valuation and minority shareholder approval requirements available under MI 61-101. The Company is exempt from the formal valuation requirement in section 5.4 and the minority shareholder approval requirement in section 5.6 of MI 61-101 in reliance on sections 5.5(a) and 5.7(a), respectively, of MI 61-101 as the fair market value of the transaction, insofar as it involves related parties, was not more than 25% of the Company’s market capitalization. Mr. Fencott declared a conflict of interest and abstained from voting with respect to the approval of the transactions described herein.

About Fire & Flower

Fire & Flower is a leading, technology-powered, adult-use cannabis retailer with over 100 corporate-owned stores in its network. The Company leverages its wholly-owned technology development subsidiary, Hifyre Inc., to continually advance its proprietary retail operations model while also providing additional independent high-margin revenue streams. Fire & Flower guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre™ digital retail and analytics platform empowers retailers to optimize their connections with consumers. The Company’s leadership team combines extensive experience in the technology, cannabis and retail industries.

Through the strategic investment of Alimentation Couche-Tard Inc. (owner of Circle K convenience stores), the Company has set its sights on global expansion as new cannabis markets emerge and is poised to expand into the United States when permitted through its strategic licensing agreement with Fire & Flower U.S. Holdings upon the occurrence of certain changes to the cannabis regulatory regime.

Fire & Flower is a multi-banner cannabis retail operator that owns and operates the Fire & Flower, Friendly Stranger, Happy Dayz and Hotbox brands. Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc. and Friendly Stranger Holdings Corp., licensed cannabis retailers that own and operate cannabis retail stores in the provinces of Alberta, Saskatchewan, Manitoba, British Columbia and Ontario, and the Yukon territory.

To learn more about Fire & Flower, visit

About Hifyre

The Hifyre Digital Retail and Analytics Platform is a proprietary ecosystem of products that includes the Spark Perks member program, Hifyre ONE retail software platform, Hifyre IQ cannabis data and analytics platform, and Hifyre Reach digital advertising network.

The Hifyre platform also supports Fire & Flower’s advanced operations and provides a competitive advantage in providing a tailored digital experience and understanding consumer behaviours in the evolving cannabis market.

To learn more about Hifyre, visit

Original Press Release

Published by NCV Newswire
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