Cheech and Chong have been a cornerstone of cannabis culture for 50 years. From their 1970s films and comedy albums to their licensed pot brands today, the duo remains ubiquitous in the scene. Now, Cheech and Chong are inviting retail operators into their world through a new dispensary network.
Cheech and Chong’s Cannabis Co. is partnering with dispensaries through a reverse licensing model. Retailers maintain ownership of their shops while tapping into the duo’s popular products, storied history, and distinctive brand design.
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Jonathan Black, CEO of Cheech and Chong’s Cannabis Co., told GreenState that the concept originated from conversations with independent operators seeking support.
“The partner network was built to give them the strength of a national brand while letting them stay fully independent,” Black said. “It’s a way for us to meet operators where they are and grow together.”
Operators can choose a full-store rebrand under Cheech and Chong’s Dispensoria concept or a “Flowered by Cheech & Chong” footprint within their existing retail space. The brand’s merchandise is also available for placement. License holders cover the buildout, but the team contends the concepts are cost-efficient and meant to elevate the space without overspending.
Jasmine Marin, Cheech Marin’s daughter and creative director of his cannabis company, designed all assets used across the partner network. She leans heavily into nostalgia, splashing bright colors inspired by her Chicano culture. Marin also infuses the spaces with references to Cheech and Chong’s iconic content, a nod to the duo’s lifelong fans.
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The dispensaries pay a six-percent royalty after the redesign. Black previously told High Times that early partners are seeing 20-30 percent increases in sales, making the partnership a worthy investment.
“The early response has been incredibly strong,” said Brandon Harshbarger, president of Cheech and Chong’s Cannabis Co.
In a highly competitive market, tapping into a cultural phenomenon like Cheech & Chong could be the edge some cannabis retailers need to succeed.
“This is about real partnerships, and about giving independent dispensaries the tools, the visibility, and the trust they need to thrive in their own communities,” Harshbarger concluded.
