Mr. Stephane Trudel reports

FIRE & FLOWER OPENS NEW STORE IN KELOWNA, BRITISH COLUMBIA

Fire & Flower Holdings Corp. has opened an additional store in the province of British Columbia in Kelowna, at 553 Bernard Ave.

The much-anticipated store opening continues to show the company's growth in the B.C. market and is the sixth store opening in Canada in the past 30 days. Other recent store openings include: a Fire & Flower branded corporate store in Bridgwater in Winnipeg, Man., and four stores operating under licence by MC Cannabis Inc. located adjacent to Circle K convenience stores in Oshawa, Guelph, Hamilton and Brampton.

"We are delighted to open our latest store in the B.C. market, in the heart of downtown Kelowna. It's a beautiful city with a diverse economy and a fantastic tourism industry, given its proximity to world-renowned resorts, restaurants and wineries," said Stephane Trudel, chief executive officer of Fire & Flower. "We are ready to serve our guests and add value to this thriving community of both locals and tourists, by providing exceptional customer service, education and the best products, at the best prices."

About Fire & Flower Holdings Corp.

Fire & Flower is a leading, technology-powered, adult-use cannabis retailer with more than 90 corporate-owned stores in its network. The company leverages its wholly owned technology development subsidiary, Hifyre, to continually advance its proprietary retail operations model while also providing additional independent high-margin revenue streams. Fire & Flower guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre digital retail and analytics platform empowers retailers to optimize their connections with consumers. The company's leadership team combines extensive experience in the technology, logistics, cannabis and retail industries.

Through the strategic investment of Alimentation Couche-Tard Inc. (owner of Circle K convenience stores), the company has set its sights on global expansion as new cannabis markets emerge and is poised to expand into the United States when permitted through its strategic licensing agreement with Fire & Flower U.S. Holdings upon the occurrence of certain changes to the cannabis regulatory regime.

Fire & Flower is a multibanner cannabis retail operator that owns and operates the Fire & Flower, Friendly Stranger, Happy Dayz, and Hotbox brands. Fire & Flower Holdings owns all issued and outstanding shares in Fire & Flower Inc. and Friendly Stranger Holdings Corp., licensed cannabis retailers that own and operate cannabis retail stores in the provinces of British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Yukon.

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