Our Leader Beena Goldenberg, Supreme's chief executive, said the companies are a good match because together they'll have 13.6 per cent of the Canadian recreational market and 20 per cent of the premium market in Ontario and British Columbia. "Why the premium segment is so important is obviously the higher margin means more consumer loyalty, they're not brand-switching, and they're coming back based on the quality," she said.
While Supreme wasn't in talks with other buyers, she said Canopy was attractive because of the importance it applies to research and development and its lofty U.S. goals.