Barney's Adds Premium Cannabis Brand Beboe To Its Entourage

Barney’s New York Inc. is opening a luxury cannabis store on the fifth floor of its Beverly Hills store next month. Bloomberg reported that the luxury store known for its cutting edge fashion will open a department called “The High End.”

Since Barney’s isn’t a licensed dispensary, it will be limited to selling cannabis accessories like pipes, rolling papers, and stash boxes. The company’s partner will be the premium cannabis brands called Beboe and as part of the arrangement, Beboe will educate consumers on its products that they can order online for delivery in the California area.

“This will appeal to our core customer,” said Matthew Mazzucca, creative director of Barneys. “Our brand really looks at creating dialogue and focusing on cultural shifts.” Beboe is a hit among the fashion crowd in Los Angeles. It was founded by Scott Campbell, a celebrity tattoo artist and Clement Kwan who has a long history in executive roles across the fashion industry. He has been integral to the growth and success of luxury brands such as Theory, Diesel and Dolce & Gabbana. In 2012, Clement took on the role of President, heading the U.S. business of YOOX Group.

Beboe just announced last week that it was being acquired by Green Thumb Industries Inc., (GTBIF) which plans on expanding the brand’s presence into many more markets. Currently, the products are only for sale in California and Colorado.

“For us, we’re getting to communicate with curious customers who are basically our target demographic,” said Scott Campbell, one of Beboe’s co-founders.

Premium cannabis isn’t exactly as expensive as $16,000 striped St. Laurent mink striped top, but it is targeting the same crowd. The packaging has always been known to be fancier than most cannabis packaging.

Many of the store’s customers have “made cannabis part of their lifestyle,” according to Chief Executive Officer Daniella Vitale.

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