It’s about a month away from the legalization of adult-use cannabis from coast-to-coast in Canada, truly a watershed moment for the industry. As the Oct. 17 date approaches, Invictus MD Strategies Corp. (
Recreational Brands
In preparation for full adult-use, Invictus in early September introduced four lifestyle-inspired brands for recreational users that will be available through the company’s expansive omnichannel, Terra World. Invictus collaborated with marketing partner Authentic Brands Group (ABG) to develop the brands, dubbed Dukes, Zooey, Sterling & Hunt and Sinister. Invictus and ABG, an international marketing heavyweight that works with major brands like Nautica, Nine West, Aeropostale, Airwalk and more, joined forces in July to launch these new lines.
ABG is formidable to say the least, with brands that have a retail footprint spanning luxury, specialty, department store, mid-tier and e-commerce channels, 4,381 branded freestanding stores and shop-in-shops worldwide and more than 50,000 point-of-sale locations.
Each new Invictus brand targets a particular adult demographic and has a different combination of THC and CBD to appeal to each consumer group. More precisely, Zooey is formulated for women, addressing each user’s social and physical well-being. Sinister, as the name might imply, has elevated levels of THC (the cannabinoid in cannabis responsible for the “high” often associated with cannabis) and designed for the experienced user. Dukes includes a balanced THC/CBD product, and Sterling & Hunt features a mid-level THC product.
In the coming weeks, Invictus is launching a robust campaign and a new website to educate consumers on its brands and the corporate vision of providing premium cannabis products. Invictus products will go through an expansive distribution chain that includes provinces—thanks to landmark supply agreements with Alberta and British Columbia through its subsidiary Acreage Pharms—and retailers like GTEC Holdings (
This is all part of Invictus’ five pillars of distribution that include medical, recreational, international, Licensed Producer to Licensed Producer and retail stores.
Delivered On Time
Regarding supply agreements, Invictus has been running its crews 24/7 to meet highly ambitious deadlines to deliver packaged product to the provinces as they stock up for legalization day. On Sept. 7, Invictus announced that it completed its first order under provincial supply agreement on schedule.
As discussed in a corporate update this month, the company is scaling up its state-of-the-art facilities to meet surging demand by doubling its cannabis cultivation capacity to 200,000 square feet, projected for completion by the first quarter of 2019. That will be increased to up to 700,000 square feet by the end of 2019 across its two cultivation licenses, with the license for a third pending. The product portfolio is being further expanded with the addition of 69 new strains with varying levels of THC and CBD to appeal to a broad spectrum of consumer tastes.
Poda for Everyone
Also in Invictus’ retail operations is a new and improved vaporization technology being developed by its Poda Technologies subsidiary. The novel Poda system uses biodegradable pods and patent-pending zero cleaning technology that can be paired with nearly any vaporizable substance including cannabis, tobacco, e-liquids, concentrates and coffee, to name a few.
The company is in the process of spinning-out Poda, delivering value to Invictus investors in yet another way. Subject to customary approvals, Invictus shareholders will receive one common share of Poda and one post-arrangement share of Invictus for each share owned as of the yet unspecified effective date. Invictus warrant holders will receive one new Invictus share and one Poda share upon exercising the warrant.
Shareholders are encouraged to vote on the plan of arrangement regarding the spin-off and structure at a special shareholders meeting Oct. 18. Other matters will also be voted on at the meeting, including electing board members, appointing auditors and deciding on the company’s rolling stock option plan.
Companies throughout the U.S. and Canada are looking to capitalize on this growing industry predicted to bring in tens of billions of dollars over the next few years. Invictus is moving with surgical precision, setting goals and meeting them and expanding and generating revenue while simultaneously setting itself apart from the crowd as an elite outfit that surely has the attention of majors in the space for its large cultivation capacities, expansive branding efforts and widespread distribution of premium products throughout Canada.
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