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The Marketing Power of Julian Marley

By Rick Schettino
Mar 13, 2018

There are few more globally-recognized names associated with cannabis than ‘Marley.’ To consumers around the world, the name represents social justice, sustainability, harmony, and positivity. And International Cannabrands (CSE:JUJU.A) which licenses the Julian Marley JuJu Royal™ line of cannabis products and accessories, is aggressively executing a multinational retail strategy.

Domestic Strategy

IC’s strategy not only involves partnering with key dispensaries in existing legal markets but also developing JuJu Royal branded retail outlets. A store-within-a-store concept will feature the brand prominently.

The company recently announced its first store-within-a-store inside the Cathedral City Care Collective. The dispensary will devote a section of its store to the full line of JuJu Royal™ products. Cathedral City Care offers a lounge-type atmosphere featuring local art, pool table, music, and good vibes. “It’s an ethos that fits the Julian Marley image perfectly,” writes

According to the report, international Cannabrands CEO Jeffrey Britz says, “Cathedral City Care was particularly drawn to Julian Marley and the Rastafarian culture that the JuJu Royal brand embodies. We are very pleased to have this knowledgeable, compassionate group of people to be the first to feature the JuJu Royal Products in their store and we welcome them to the JuJu family.”

The company’s store-within-a-store strategy is designed to gain traction with recreational consumers ahead of developing retail stores that exclusively feature the JuJu Royal brand.

International Cannabrands hired seasoned retail executive Eric Singer to manage the process.  Singer has a history of designing and launching stores for brands like Kenneth Cole and Michael Jordan Golf.

“I have taken brands from zero to multi-units in the past, and I think the JuJu Royal brand will provide the most exciting retail theatre,” Singer says. “I am looking forward to combining my skills with the existing team and making JuJu Royal a true ‘household name’ in the cannabis space.”

International Cannabrands currently has licensing agreements in California, Colorado, Oregon, Washington, and Puerto Rico. And the JuJu Royal line includes cannabis, extracts, vape pens, edibles, and ancillary products.

International Strategy

As part of its international strategy, International Cannabrands recently entered into a distribution agreement with KUMAA Enterprises to distribute the full line of JuJu Royal products throughout the United Kingdom and Europe where cannabidiol CBD products are legal. Medical marijuana has also started to take hold in the EU. IC and JuJu Royal brands hope to “get a jump on it.”

With Canada planning to legalize the adult use of cannabis in 2018, the market is expected to expand greatly. In fact, according to Deloitte, the industry in Canada is expected to grow to more than C$22 billion annually in the coming years as the recreational market takes hold.

Maricann Group (CSE:MARI) (OTCQB:MRRCF), an established licensed producer and distributor of cannabis in Canada, already distributes the product line to medical patients in the country.

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