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Fire & Flower Branded Store Opens in Ottawa, Ontario

/NOT FOR DISSEMINATION IN THE UNITED STATES OR FOR DISTRIBUTION TO UNITED STATES WIRE SERVICES/

OTTAWA , April 1, 2019 /CNW/ - Fire & Flower Holdings Corp. ("Fire & Flower" or the "Company") (FAF.V), today announced the opening of Fire & Flower York Street Cannabis, Ontario's first Fire & Flower branded store in Ottawa's ByWard Market. Opening today, this location is the tenth Fire & Flower branded licenced cannabis shop in Canada .

"Today is an exciting day for Fire & Flower as we introduce our retail experience to the Ontario market and marks another important stage of our growth strategy," shared Trevor Fencott , Chief Executive Officer of Fire & Flower. "Our retail team has worked alongside our Ottawa licence holder to build out a best-in-class cannabis retail shop as private cannabis retail is introduced to consumers in Ontario ."

Fire & Flower shops supply consumers with Health Canada-regulated cannabis products and are staffed by highly-trained Cannistas who help guests understand the available products to ensure a safe and enjoyable cannabis experience. The Company's operating procedures and security protocols are designed to prevent access by minors and focus on being responsible members of the communities in which the Company operates.

The store agreement was previously announced by Fire & Flower on February 19, 2019 with Ontario license holders, Michael Patterson and Eric Lavoie .

"We are proud to be opening one of the first cannabis shops in Ottawa alongside the Fire & Flower team," said Michael Patterson . "Fire & Flower has already shown success in western Canada and we are excited to bring their retail experience to customers in Ottawa ," added Eric Lavoie .

Fire & Flower York Street Cannabis is located at 129 York Street in Ottawa's ByWard Market. The store will open at 10:00 am on April 1, 2019 . Regular operating hours are available on the Fire & Flower website at fireandflower.com.

About Fire & Flower
Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer poised to capture significant Canadian market share. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the HiFyre digital platform connects consumers with cannabis products. The Company's leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations.

Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc., a licenced cannabis retailer in the provinces of Alberta and Saskatchewan and is a consultant and licensor to Fire & Flower-branded retail locations in province of Ontario .

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION
This news release contains certain forward-looking information within the meaning of applicable Canadian securities laws ( "forward-looking statements"). All statements other than statements of present or historical fact are forward-looking statements. Forward-looking statements are often, but not always, identified by the use of words such as "anticipate", "achieve", "could", "believe", "plan", "intend", "objective", "continuous", "ongoing", "estimate", "outlook", "expect", "project" and similar words, including negatives thereof, suggesting future outcomes or that certain events or conditions "may" or "will" occur. These statements are only predictions.

Forward-looking statements are based on the opinions and estimates of management of the Company at the date the statements are made based on information then available to the Company.  Various factors and assumptions are applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements.  Forward-looking statements are subject to and involve a number of known and unknown risks and uncertainties, many of which are beyond the control of the Company, which may cause the Company's actual performance and results to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements. No assurance can be given that the expectations reflected in forward-looking statements will prove to be correct.

The Company assumes no obligation to publicly update or revise forward-looking statements to reflect new information, future events or otherwise, except as expressly required by applicable law.

SOURCE Fire & Flower Holdings Corp.


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