Authentic Brands Group will work with cannabis company Invictus on its collection of lifestyle-inspired brands.
Invictus will tap into ABG’s portfolio to develop all-new, lifestyle-inspired cannabis brands feature for patients and recreational adult users.
Products will include dried flowers, oils, concentrates and consumables that will be rolled out through Invictus’ producer Acreage Pharms.
“As a first-mover in this new industry, we continue to build a foundation for success by bringing together the world's leaders in business, management, finance, agriculture and more,” says Dan Kriznic, chairman and chief executive officer, Invictus. “With a portfolio of 30-plus iconic and world-renowned brands that have significant global retail presence, ABG is a leader in brand development and our partnership with them reinforces our long-term growth plan.”
Invictus will delve into lifestyle brands from ABG's archival portfolio like Garden Earthly of Delights, Zooey and Sinister, and look into developing a new brand for the space.
"We are constantly looking for ways to innovate and activate some of the more specialized intellectual property within the ABG portfolio,” says Jamie Salter, founder, chairman and chief executive officer, ABG. “We've recognized that cannabis is a growing product category within the health, wellness, and lifestyle spaces and our partnership with Invictus allows us to test the waters in this important, emerging market.”