“Fire & Flower gift cards reflect our continued investment in our relationship with our consumers,” says company CEO Trevor Fencott. “Our commitment to digitally enabled and convenient retail experiences is an important part of our strategy as a tech-enabled, differentiated brand retailer,” Fencott says.

In July, the Edmonton-based cannabis retailer announced that it was partnering with the Circle K convenience store chain, owned by Quebec-based company Alimentation Couche-Tard Inc., and opening co-locations across Alberta.

Fire & Flower operates across four provinces (Alberta, Saskatchewan, Manitoba and Ontario) and one territory (Yukon), while Alimentation Couche-Tard operates 15,000 stores across Canada, the United States, Mexico and locations in Europe and Asia.

In July 2019, Alimentation Couche-Tard invested just under $26 million in Fire & Flower, obtaining a 9.9 per cent stake in the company, with the option of raising its stake to 50.1 per cent with additional investment.

“This strategic investment by Couche-Tard, one of the world’s largest retailers, is transformative for Fire & Flower,” Fencott said when that deal was announced. “The support of Couche-Tard’s world-class leadership team, coupled with their capital strength and impressive international footprint, provides us with outstanding opportunities for aggressive growth,” he added.