Edible Arrangements parent launches hemp marketplace; to open flagship
Edible Brands is entering a “highly” competitive new category.
The parent company of fruit gifting brand Edible Arrangement is launching debuting Edible.com, an e-commerce marketplace offering shoppers (ages 21 and up) premium low-dose, THC-infused hemp products from brands like Cann, Wana, and 1906. The site launched in Texas on March 20, with plans to expand rapidly into legal markets across the Southeast, including Florida and Georgia.
Select products will also be available for nationwide shipping where legally permitted in the coming weeks, broadening accessibility. Hemp was legalized as a result of the 2018 Farm Bill, but still faces regulatory and quality control challenges.
On Edibles.com, guests can browse by brand, product type, benefit, and best sellers. Products include THC-infused beverages, gummies and more.
Edible Brands' new business is led by cannabis industry veteran Thomas Winstanley, who serves as executive VP for Edibles.com. Winstanley previously served as the chief marketing officer of Theory Wellness, where he helped grow the brand into one of the largest cannabis companies on the East Coast.
"Edible Brands' wellness-driven approach aligns with the evolving future of this category. With our robust infrastructure and nationwide footprint, we are uniquely positioned to accelerate industry growth," said Winstanley. "Joining an organization that prioritizes consumers, advocacy, and innovation allows us to strengthen and shape this emerging market."
In addition to the e-commerce platform, Edible Brands is entering the brick-and-mortar hemp space. The company will open a 500-sq.-ft. flagship store in the coming months in Atlanta’s Inman Park neighborhood that will serve as a prototype for a limited franchising program. Edible Brands says its first few stores will be corporate-owned, followed by franchise locations.
[READ MORE: Edible's new chief development officer talks 'next-gen' store concept, expansion]
"The hemp industry is evolving rapidly, but consumers still face challenges with perception, education and accessibility," said Somia Farid Silber, CEO of Edible Brands, who took the reins last October. "We needed a leader with deep expertise in brand-building and regulatory navigation, and Thomas is the ideal choice to bring our vision for Edibles.com to life. His ability to create seamless consumer experiences – integrating product innovation, operations, and retail – sets him apart. We’re making it easier than ever for consumers to access premium, vetted products with the convenience they expect today.”
