Fire & Flower Receives 24th Cannabis Retail Store Licence, Opens New Market in Yukon Territory

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EDMONTON, July 23, 2019 /CNW/ - Fire & Flower Holdings Corp. and its wholly-owned subsidiary Fire & Flower Inc. (collectively, "Fire & Flower" or the "Company") (TSXV: FAF), today announced that it has received its licence to operate a cannabis retail store in Whitehorse, Yukon from the Yukon Liquor Corporation, Cannabis Licensing.

Upon opening, this will be the 24^th Fire & Flower branded, licensed cannabis store and will be located at #110, 80 Chilkoot Way, Whitehorse, Yukon.

In addition to continuing to deliver on Fire & Flower's rapid near-term rollout schedule, the receipt of a licence in the Yukon territory demonstrates Fire & Flower's ability to successfully open cannabis retail stores in provinces across Canada where private cannabis retail is permitted.

"The receipt of a cannabis retail store licence in the Yukon demonstrates Fire & Flower's ability to successfully open retail stores rapidly across multiple jurisdictions with varying regulatory requirements," shared Trevor Fencott, Fire & Flower's Chief Executive Officer. "The opening of a Fire & Flower store in this northern Canadian market will enable us to further understand cannabis purchasing preferences through our proprietary Hifyre digital platform, that in turn will allow us to better tailor our experience to local markets. We look forward to becoming members of the Whitehorse community and welcoming local customers into our store."

Fire & Flower will announce the opening date and time of the Whitehorse store at its earliest opportunity on its website at www.fireandflower.com/locations/.

The Company continues to focus on opening stores in other Canadian provinces where private retail is permitted in addition to its ongoing roll out plan in Alberta.

About Fire & Flower
Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer poised to capture significant Canadian market share. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre digital platform connects consumers with cannabis products. The Company's leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations.

Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc., a licensed cannabis retailer in the provinces of Alberta and Saskatchewan and is a consultant and licensor to Fire & Flower-branded retail locations in the province of Ontario.

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION
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SOURCE Fire & Flower Holdings Corp.

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