The CBD wave: Retail’s big names get on board

As the CBD snowball gets bigger and bigger, the ingredient is becoming increasingly mainstream, and here at WGSN, we’re watching it travel and impact across several verticals; from beauty to wellness and personal care.

Yesterday we heard that Barneys New York is going to open a high-end cannabis lifestyle and wellness concept, aptly named The High End. It’s set to launch next month at its Beverly Hills flagship.

This is the first concept of its kind for a mainstream US retailer and will see it offering products not just in wellness and beauty but also interiors and even jewellery.

The retailer is taking advantage of recent legislative liberalisation to celebrate the ingredient, with gold rolling papers from Shine, a necklace that doubles as a grinder, horn lighters from Lorenzi Milano, leather ashtrays and lighters from Giobagnara, blown-glass pipes by Caleb Siemmon and more.

“Barneys has always been at the forefront of shifts in culture and lifestyle, and cannabis is no exception,” said CEO Daniella Vitale, adding that the retailer’s existing client base is increasingly using cannabis-linked products.  pscale cannabis specialist Beboe is partnering with Barneys for the launch and will develop a new strain of cannabis especially for it.

Meanwhile, also on Monday, another specialist, Green Growth Brands said it has entered into an agreement to gain access to 108 prime shop locations in US malls owned and operated by the Simon Property Group.

GGB will further expand its chain of CBD-infused personal care product shops under the Seventh Sense Botanical Therapy and other brands. In addition, GGB Beauty unit has signed a long-term licensing deal with Authentic Brands Group and Greg Norman.

The 64-year-old professional golfer isn’t someone who we’d have associated with the booming CBD industry just a few years ago but now he’s involved in developing a line of CBD-infused personal care products “designed for active adult men and women.” As part of this, the partners will work with Canada-based Tilray, which has been one of the pioneers in driving mainstream acceptability for cannabis-based products. It even launched a Nasdaq IPO last summer, making it the first cannabis company to debut on a major US stock exchange, a clear sign that the ingredient really has ‘arrived’.

The deal follows shortly after GGB announced a distribution agreement with mass-market footwear retailer DSW.

Norman said of his new deal: “I played professional golf for 40 years, hitting more than five million golf balls that have caused significant wear and tear on my body. GGB Beauty was an obvious choice as a partner, as the organisation is laser-focused on providing high-quality products and the consummate retail experience for their customers across the United States.”

Meanwhile ABG said that launching Greg Norman products into the fast-growing US CBD market aligns with its “strategic growth plan and the expansion of the Greg Norman brand.”

We haven’t been told exactly what the products will be, but we do know that they’ll be available later this year.  

And while many of the cannabis/CBD products that have launched so far have been clearly targeted at a young consumer seeking to embrace newness and who comes to market with fewer in-built prejudices around the whole issue of cannabis, it’s clear that the Greg Norman connection is targeting a wider consumer group.

Norman will appeal to an older consumer too and a more conservative one, further illustrating the mainstream development of CBD.


For more insight into this market, head to WGSN Insight for our Emerging Cannabis Wellness Trends report.

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