The company operates in several Canadian provinces and the Yukon territory, with a focus on providing an educated and curated experience for consumers. In addition to the Fire & Flower brand, the company also owns and operates several other cannabis retail brands. The Hifyrea digital platform connects consumers with cannabis products, and the company is committed to helping team members grow their careers as they continue to expand. Fire & Flower thoughtfully handpicks each strain and accessory to maximize the consumer's experience and provides easy-to-follow advice and education through their Cannistas.