It's been a busy week for WeedMD Inc (CVE:WMD), which on Tuesday revealed it had started selling cannabis to patients registered for home grow, and today struck a new tie-up to bring a cannabis brand specifically targeting women to Canada.
Van der Pop is the leading female-focused Cannabis brand on social media today, said WeedMD revealing it had struck a letter of intent with Tokyo Smoke BrandCo to license it.
WeedMD will produce and ship Van der Pop's branded cannabis in Canada to registered patients starting later this year.
"We are thrilled to partner with Van der Pop as its grower of choice in Canada, given its innovative approach to creating a premium cannabis experience focused specifically on women," said Bruce Dawson-Scully, chief executive of WeedMD.
"We believe that branding will be one of the key differentiators in the cannabis market and we look forward to working with the Van der Pop and Tokyo Smoke BrandCo teams to create a unique offering in the Canadian cannabis landscape."
Van der Pop has a dedicated following in the USA and has launched products including Poppins, a series of Italian-made locked leather stash bags, and SELF, the newly launched hemp seed oil beauty line.
WeedMD said the tie-up would bring the firm further along its strategic path of targeting unique and under-served demographics of the Canadian cannabis market.
"With receipt of its sales license in April, the Company is now shipping dried cannabis as well as live cannabis plants to patients, and looks forward to addressing the ongoing needs of the diverse and rapidly growing medical cannabis market," it said.
"It was of paramount importance for us to select a grower that is as committed to rigorous quality control as WeedMD, but more critically, a grower that is aware that women represent a key segment of the cannabis market and currently have few product and brand offerings that speak directly to them," added April Pride, founder of Van der Pop.
WeedMD has now started selling so called plant 'clones' under the access to cannabis for medical purposes rules.
And last month the group officially began registering patients and fulfilling orders via its online store.
Shares added 2.3% to $0.89 in Toronto.