CEO Of Superette Mimi Lam Shares Her Secrets To Building An Unforgettable Retail Business

This special presentation from Superette is from Benzinga’s June 1 Virtual Cannabis Capital Conference. Click here for more coverage of this event, with presentations from some of the top CEOs, investors and lenders in the cannabis space.

When all other cannabis retail companies took a tech-forward and clinical approach, Ontario-based cannabis company Superette is bringing retail fundamentals to cannabis.

The retro-inspired vibe of Superette’s retail store creates a youthful and nostalgic ambiance for its customers that is reminiscent of your neighbourhood cornerstore. 

CEO of Superette, Mimi Lam, joined the Benzinga’s Virtual Cannabis Captial Conference to discuss some of the behind-the-scenes secrets to creating a customer-focused brand.

“Retail experience is truly more important than ever. Retail is where customers can really connect with brands in a meaningful way,” said Lam. “We felt that no retail brands in the market were really treating cannabis the way that customers do, and that is recreationally.”

Creating The Space

According to the CEO, the company’s intent for its store was to make cannabis buying as enjoyable as consuming it. So, the brand focused on creating experiences that were familiar and delightful. This can be seen through the store’s diner-inspired red leather barstools, crisp, white-tiled walls, cannabis deli cases, and modern artwork.

“We wanted to give the world a brand that felt like the physical manifestation of the thoughts, the values, the beliefs, and the attitudes that real people had toward cannabis. And in our stores, we want customers to have the ultimate agency

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