Houseplant and Canopy Growth mutually announced the end of their Canada-based partnership in a press release this week. Houseplant, the cannabis brand founded by longtime comedy collaborators Seth Rogen and Evan Goldberg, has been partnered in Canada with the cannabis corporate giant since 2019 but independently launched in California earlier this year in March.
It was not immediately clear whether there might be more reason for the separation but according to the press release, both parties “believe the time is right for the Houseplant brand to develop independently while Canopy advances its focus on wholly-owned brands for the Canadian market.”
Some Houseplant products will continue to be available to Canadian cannabis retailers until the end of September. Houseplant says it intends to relaunch in Canada with products that are more consistent with its California offerings.
“Canada is where it all started—for us as people, and for the brand. This is not an exit from the Canadian market, but a chance for us to evolve the brand.” — Seth Rogen, in a statement
“The recent launch of Houseplant in the United States has given us a clear benchmark for what Houseplant stands for, and how we plan to bring the brand to life globally,” said Houseplant CEO Michael Mohr. “While our collaboration with the Canopy team has been fruitful and we continue to hold similar views on the opportunities ahead, we believe the time is right for us to focus on Houseplant independently.”
“We’re proud of our collaboration with Houseplant,” said Rade Kovacevic, President and Chief Product Officer of Canopy Growth. “As we move forward, Canopy will advance our focus on our wholly-owned brands for the Canadian market and we wish the Houseplant team the best in their future endeavors.”
In addition to its cannabis offerings, Houseplant sells cannabis smoking accessories through its website including table lighters and ashtrays designed by founder Seth Rogen.
Houseplant is not the first celebrity-backed brand to part ways with Canopy Growth this year after More Life—the cannabis brand founded by Canadian rapper Drake—announced its separation from Canopy Growth in June. Other celebrity brands currently operating in partnership with the Canadian cannabis firm include Snoop Dogg’s Leafs By Snoop and Martha Stewart CBD.
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