Investor Presentation - May 4, 2021 TSX: FAF OTCQX: FFLWF - Seeking Alpha
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Investor
Presentation
May 4, 2021
TSX: FAF
OTCQX: FFLWF
Investor Relations Contact
investorrelations@fireandflower.com
1-833-680-4948
Disclaimer
This presentation, and any supplements and amendments to this presentation, has been prepared by Fire & Flower Holdings Corp. (“Fire & Flower” or the “Company”). This presentation is for informational purposes only and not, and shall under no circumstances be construed as, an offer to buy,
sell issue or subscribe for, the solicitation of an offer to buy, sell or subscribe for, or an advertisement or a public offering in any jurisdiction of, the securities referred to in this presentation. When used herein, references to ”Fire & Flower”, “we”, ”our” or the “Company” refer to Fire & Flower
Holdings Corp. and each of its subsidiaries as the context requires.
No securities commission or similar authority in Canada has reviewed or in any way passed upon this presentation or the merits of the securities described herein and any representation to the contrary is an offence.
The information contained in this presentation is subject to change without notice and is based on publicly available information, internally developed data and other sources. Where any opinion or belief is expressed in this presentation, it is based on the assumptions and limitations
mentioned herein and is an expression of present opinion or belief only. No warranties or representations can be made as to the origin, validity, accuracy, completeness, currency or reliability of the information. Fire & Flower expressly disclaims and excludes all liability (to the maximum extent
permitted by law), for losses, claims, damages, demands, costs and expenses of whatever nature arising in any way out of or in connection with the information in this presentation, its accuracy, completeness or by reason of reliance by any person on any of it.
This presentation contains or references certain market, industry and peer group data which is based upon information from independent industry publications, market research, analyst reports and surveys and other publicly available sources. Although Fire & Flower believes these sources to be
generally reliable, such information is subject to interpretation and cannot be verified with complete certainty due to limits on the availability and reliability of raw data, the voluntary nature of the data gathering process and other inherent limitations and uncertainties. Fire & Flower has not
independently verified any of the data from third party sources referred to in this presentation and accordingly, the accuracy and completeness of such data is not guaranteed.
This presentation does not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of securities of the Company in any jurisdiction in which an offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such
jurisdiction. The securities of the Company described herein have not been and will not be registered under the United States federal or state securities laws and may not be offered or sold in the United States, or to, or for the account or benefit of, “U.S. Persons” as such term is defined in
Regulation S under the United States Securities Act of 1933, as amended, unless an exemption from registration is available.
This presentation should not be construed as legal, financial or tax advice to any individual, as each individual’s circumstances are different. Investors should consult with their own professional advisors regarding their particular circumstances.
Forward-Looking Statements
Certain statements in this presentation are forward-looking information or forward-looking statements. Such information and statements, referred to herein as “forward-looking statements” are made as of the date of this presentation or as of the date of the effective date of information
described in this presentation, as applicable. Forward-looking statements relate to future events or future performance and reflect current estimates, predictions, expectations or beliefs regarding future events. Any statements that express or involve discussions with respect to predictions,
expectations, beliefs, plans, projections, objectives, assumptions or future events or performance (generally, forward-looking statements can be identified by use of words such as “outlook”, “expects”, “intend”, “forecasts”, “anticipates”, “plans”, “projects”, “estimates”, “envisages, “assumes”,
“needs”, “strategy”, “goals”, “objectives”, or variations thereof, or stating that certain actions, events or results “may”, “can”, “could”, “would”, “might”, or “will” be taken, occur or be achieved, or the negative of any of these terms or similar expressions, and other similar terminology) are not statements
of historical fact and may be forward-looking statements.
Such forward-looking statements are based on a number of assumptions that may prove to be incorrect, including, but not limited to: the ability of Fire & Flower to execute on its business plan; Fire & Flower’s business performances; Fire & Flower’s business prospects and opportunities; and the
effect of the COVID-19 public health crisis on the Company. Fire & Flower considers these assumptions to be reasonable in the circumstances, given the time periods for such outlook. However, there can be no assurance that any one or more of the industry, market, operational or financial
targets as set out herein will be achieved. Inherent in the forward-looking statements are known and unknown risks, uncertainties and other factors that could cause actual results, performance or achievements, or industry results, to differ materially from any results, performance or
achievements expressed or implied by such forward-looking statements.
Prospective investors and/or current investors should not place undue reliance on these forward-looking statements as a prediction of actual results, as a number of important factors could cause the actual outcomes to differ materially from the beliefs, plans, objectives, expectations, estimates,
assumptions, and intentions expressed in such forward-looking statements. The forward-looking statements reflect Fire & Flower’s current expectations and beliefs regarding future events and operating performance of Fire & Flower and are based on information currently available to Fire &
Flower. Actual results may differ materially from the forward-looking statements contained herein. These risks include, but are not limited to, risks related to changes in the regulatory framework applicable to Fire & Flower's business; risks relating to dependence on key personal; access to
capital; the risk of Fire & Flower’s business; the risk of a change in investment return; the potential for a conflict of interest; and tax risks; the effect of the COVID-19 public health crisis; and those risks set forth under the headings “Risk Factors” in the Company’s annual information form dated April
30, 2021 and Management Discussion & Analysis for the fiscal year ended January 30, 2021 as filed on SEDAR at www.sedar.com. The foregoing list of factors that may affect future results is not exhaustive. When relying on forward-looking statements, Investors should carefully consider the
foregoing factors and other uncertainties and potential events.
The forward-looking statements contained herein is current as of the date of this presentation. Except as required by law, Fire & Flower does not have any obligation to advise any person if it becomes aware of any inaccuracy in or omission from any forward-looking statement, nor does it intend,
or assume any obligation, to update or revise these forward-looking statements to reflect new events or circumstances. And all forward-looking statements included in this presentation are expressly qualified by this cautionary statement, and except as otherwise indicated, are made as of the
date of this presentation.
Future Oriented Financial Information
To the extent any forward-looking information in this presentation constitutes “future-oriented financial information” or “financial outlooks” within the meaning of applicable Canadian securities laws, such information is being provided to demonstrate the anticipated market penetration and the
reader is cautioned that this information may not be appropriate for any other purpose and the reader should not place undue reliance on such future-oriented financial information and financial outlooks. Future-oriented financial information and financial outlooks, as with forward-looking
information generally, are, without limitation, based on the assumptions and subject to the risks set out above under the heading “Forward Looking Statements”.
Certain Other Matters
The information in this presentation is furnished on a confidential basis. By accepting delivery of a copy of this presentation, each such person agrees that he, she or it will not transmit, reproduce or otherwise make this presentation, or any information contained in it, available to any other
person, other than those persons, if any, retained by such person to advise such person with respect to an investment in the securities of Fire & Flower, without the prior written consent of Fire & Flower. In consideration for the time and effort expended by Fire & Flower and its representatives to
prepare this presentation, these obligations shall survive indefinitely. All dollar figures contained in this presentation are in CAD, unless otherwise stated.
RIDER A - Use of Non-IFRS Measures
This presentation refers to "Adjusted EBITDA" which is a Non-IFRS metric used by management and does not have any standardized meaning prescribed by IFRS and may not be comparable to similar measures presented by other companies. Management defines the Adjusted EBITDA as the
Income (loss) for the period, as reported, before accretion and interest, tax, and adjusted for removing the share-based compensation expense, depreciation and amortization, gains and losses related to derivative liability revaluations and debt extinguishments, professional fees associated with
financing and acquisition and business development activities, impairment charges, restructuring costs, and includes lease liability cash payments that would have been excluded from profit and loss due to the application of IFRS 16 accounting standards. Management believes "Adjusted
EBITDA" is a useful financial metric to assess its operating performance on a cash basis before the impact of non-cash items. As other companies may calculate this non-IFRS measure differently than the Company, these metrics may not be comparable to similarly titled measures reported by
other companies. We caution readers that Adjusted EBITDA should not be substituted for determining net loss as an indicator of operating results, or as a substitute for cash flows from operating activities.
2
Driving the Future of Cannabis Retail
Fire & Flower is a technology-powered, independent cannabis retailer
launched in the world’s first major federally-legal market, expanding
globally and leading the cannabis retail industry through its proprietary
retail analytics solution.
Unlike licensed producers or multi-state operators who are involved with
the agricultural production of cannabis, Fire & Flower is a dedicated
retailer focused on applying its data-driven retail solutions to its rapidly
expanding, high-value store footprint.
3
Key Investment Considerations
• Hifyre™ digital platform - sophisticated technology solution in the cannabis retail
industry driving today’s most enhanced consumer retail experience and high-margin
revenue streams for Fire & Flower.
• Successful execution of tech-driven retail - 80+ stores in Canada driving positive
Adjusted EBITDA growth.
• Strategic partnership with Circle K - supports growth initiatives & entry into new high-
growth markets through financial backing and Circle K store co-location pilot program.
• Multi-banner retail portfolio - Strategic acquisitions of Friendly Stranger, Hot Box and
Happy Dayz brands enhance connection with expanding and diversifying consumer base.
• Entry into the U.S. - American Acres & BDSA partnerships drive entry into the U.S. and
immediately incorporates valuable U.S. consumer data into Fire & Flower’s platform.
4
Recent Accomplishments
Achievement of positive operating Adjusted EBITDA- 2nd consecutive quarter of positive Adjusted EBITDA in Q4 2020
$128.1 million in Revenue at a Gross Profit of 35.5% for 2020 fiscal year- representing a 150% revenue increase from 2019
80+ corporately-owned stores in Ontario, Alberta, British Columbia, Saskatchewan, Manitoba, and the Yukon*
Entered U.S. market through strategic agreement with American Acres Managers for California, Arizona and Nevada
Hifyre™ digital retail and analytics platform generating significant high margin revenue with 110% sequential growth
Sparks Perks members across the Fire & Flower retail network reach 250,000 members
Continued expansion of the relationship with Circle K owner, Alimentation Couche-Tard ($48B market cap)
5 * Store operations may be affected by the COVID-19 public health crisis.
Fire & Flower’s
Value Proposition
1. Proprietary Hifyre™ Digital Retail & Analytics platform:
• Digitally engaged customers are loyal, more valuable
and have a greater customer lifetime value
• Delivers high-margin recurring subscription revenue in
the Hifyre data and analytics platform
• Adds value to acquisitions through the digital platform
2. Strategic investment by Alimentation Couche-Tard Inc.
(“Couche-Tard”) (owner of Circle K stores) for Canadian and
international growth opportunities
3. Strong balance sheet with the necessary capital and
expertise to deliver on growth plans
6
Multi Banner Retail Experience
Fire & Flower operates under multiple banners to capture a larger overall market.
The combination of our expanded product portfolio and our proprietary digital & retail analytics
platform allows us to connect our customers with products that match their buying habits and interests.
7
Demonstrated Execution of
1 Aggressive Growth Plan
• Achievement of positive operating Adjusted EBITDA
• 80+ operating corporately-owned retail stores
• Hifyre™ growth opportunities and high margin revenue channels
• Open Fields Distribution integrated supply chain sets the stage for international growth
8
Retail Network & Growth
Our goal is to establish the most recognizable and successful Mass Premium
brand of independent cannabis retail stores participating in a 64 Stores
meaningful way in key markets.
We have 80+ operating corporately-owned stores across
multiple retail banners in Ontario, Alberta, British Columbia, Cannabis Enthusiasts
Saskatchewan, Manitoba, the Yukon, and with a wholesale 11 Stores
distribution division called Open Fields Distribution.*
The Company is focused on expanding and optimizing its retail Everyday Consumers
network. 6 Stores
Our proprietary data analytics capabilities combined with our
multiple products allow us to target specific brands and
Social Consumers
products to the distinctive buying habits of our customer base. 2 Stores
Fire & Flower is also closely monitoring regulatory
environments and taking proactive steps to ensure early market
entry when private retail opportunities emerge both 4 Brands 83 Stores
domestically and internationally.
9 * Store operations may be affected by the COVID-19 public health crisis.
Open Fields Distribution
• Province of Saskatchewan is a testing-ground for private
wholesaling and distribution
• Allows for higher margin revenue opportunities through
private label products
• Significant additional revenue opportunity through sales to
external accounts
• Greater consolidated margins in the province of
Saskatchewan through capturing both wholesale and
retail margins
• National centralized distribution of accessories
10U.S. Market Entry -
American Acres Strategic Agreements
Fire & Flower has entered into a strategic licensing and acquisition
option agreement with American Acres Managers to license the
Fire & Flower brand, operating procedures and the Hifyre™ digital
retail analytics platform in the key markets of California, Arizona
and Nevada.
Fire & Flower has the option to acquire American Acres at a discount
to fair market value. The Company expects to acquire American
Acres upon the federal legalization of adult use cannabis in the U.S. or
when otherwise permitted by the policies of the Toronto Stock
Exchange and any other stock exchange on which the Company’s
securities are listed.
The strategic agreements allow Fire & Flower to establish a brand
presence within the U.S.
American Acres may continue to acquire dispensaries in these states
which may be converted to the Fire & Flower banner.
11Hifyre™ - Proprietary Cannabis Digital
2 Retail & Analytics Platform
• Provides deep understanding of consumer behavior and preferences
• Independent, high-margin and growth-oriented revenue stream
• Aggregation value addition and international growth platform
12Technology-Enabled Retail The Hifyre™ digital platform is the proprietary, data-driven system that supports Fire & Flower’s advanced operations and provides a competitive advantage in understanding consumer behaviors in the evolving cannabis market. The proprietary Retail 2.0 platform provides Fire & Flower’s customers with a convenient, personalized & curated shopping experience, whether online or in-store. Leveraging powerful predictive analytics, Fire & Flower and our suppliers can ensure the right products are in the right location to meet customer demand. 13
Hifyre™ Platform
Fire & Flower has been built from the ground up as a
technology-driven retailer. We use our proprietary
Hifyre digital retail and analytics platform to:
1. Drive deep engagement with both our retail and
vendor customers, increasing our value in the
cannabis supply chain.
2. Provide incremental high-margin revenue streams
through recurring software-based revenue.
3. Create a sustainable competitive advantage that
can be leveraged for expansion in international
markets.
14Hifyre IQ™ Data Platform
• Our in-depth data capture & analysis informs
operational efficiencies and optimization of
merchandise planning, inventory management, sales
measurement and projection, staffing optimization,
customer engagement & regulatory reporting
• Leverages dynamic reporting systems to better
engage with customers and suppliers
• Actively monitors customer satisfaction through
reviews and product return data
• Generates external revenue through partnerships
with licensed producers, marketing, finance and
market research groups, producing high margin
revenue
• Cross-border data platform through strategic
agreement with BDSA.
15Hifyre™ Products
Data Analytics Platform Retail Advertising Network Digital Retail Platform
Hifyre IQ™ is an industry Hifyre Reach™ is an age-verified Hifyre One™ is an industry leading
leading real-time data cannabis consumer segment, used in-shop and online digital toolset
analysis platform. Our live in digital advertising networks that for North American cannabis
sales data, customer connects brands to intending dispensaries. Powered by data, our
demographics and market consumers, and provides path to tools such as e-commerce, “click-
trend analysis helps us and purchase measurement both in- and-collect”, rapid delivery, in-
our partners identify store and online. We help our store menus and kiosk/clienteling
opportunities. Through the partners drive customers to digital apps provide customers and
data program, we help our product listings & brand pages, Cannistas with a personalized
partners understand key ensuring an optimized connection shopping experience. Hifyre ONE
insights on category and between ready-to-purchase leads to better customer
product trends as well as SKU customers and brand products. engagement, higher sales and
level sales. more informed operations.
16Spark Perks™
Members Program
• Current member base of more than 250,000 members
that benefit from a personalized customer experience
• Member benefits of Spark Fastlane™ “click-and-collect”
check out, home delivery, member-only events and
exclusive promotions
• The Spark Perks program collects data on consumer
purchase behaviors to help Fire & Flower better
understand the preferences of their customers
17Alimentation Couche-Tard (Circle K)
3 Strategic Relationship
• 19.9% equity ownership of Fire & Flower including a board position and the right
to acquire 50.1% of the Company
• Successfully launched pilot program of Fire & Flower co-located cannabis stores
adjacent to Circle K stores
• Fire & Flower gift cards available for purchase in Circle K stores
• Potential strategic partner for international expansion opportunities
18 See “Forward-looking Statements”.Circle K
Strategic Agreement
In August 2019, Fire & Flower closed a private placement offering of
convertible debentures and common share purchase warrants with an
indirect wholly-owned subsidiary of Couche-Tard, one of the world’s
largest retailers with over 16,000 stores in 25 countries.
The strategic investment gives Couche-Tard the right to obtain a
controlling interest in Fire & Flower by investing significant growth capital
for global expansion, if all debentures are converted and all warrants held
by Couche-Tard are exercised in full.
This transformative investment and relationship with Couche-Tard is
expected to dramatically increase Fire & Flower’s international growth
capabilities through the best-in-class cannabis retail store experience and
proprietary Hifyre™ digital retail platform.
See “Forward-looking Statements”.
19Circle K Transactional Highlights
Investment Total investment to-date of approximately $45 million including the initial purchase of
$26 million unsecured convertible debentures and a total of approximately $19 million
invested in 2020 in connection with the exercise of warrants.
Ownership & Insider Status Currently, Couche-Tard owns 19.9% of Fire & Flower.
Path to Control If exercised, the warrants would increase Couche-Tard’s ownership interest to over 50%
on a fully-diluted basis.
Significant Growth Capital Provides approximately $300m of potential growth capital for Canadian and
international expansion.
Governance & Oversight Couche-Tard is represented on Fire & Flower’s Board of Directors.
See “Forward-looking Statements”.
20Circle K Relationship Benefits
Accelerated Growth Accelerates Fire & Flower’s pace of growth and expansion in Canada and
internationally
Global Expansion Opportunity Potentially leverages Couche-Tard’s vast international infrastructure and
experience for global expansion opportunities
Hifyre Commercialization Significant new commercialization and innovation opportunities for the
Hifyre™ digital retail platform
Leadership Expertise Provides access to Couche-Tard’s leadership team expertise
See “Forward-looking Statements”.
21Circle K Warrant Structure
March 2, 2021 June 30, 2021 January 1, 2022 October 1, 2022 June 30, 2023
Series C Warrants
Lesser of $3.00 and
Series B Warrants 20-day VWAP
Lesser of $1.875 and 110.7m Warrants
20-day VWAP
56.1m Warrants
Series A-3 Expires
Warrants $0.93 June 30, 2023
10.5m Warrants Expires
19.9% Ownership September 30, 2022
Through:
Expires
June 30, 2021
• Initial Investment
• Conversion of A1-A2
Warrants
• Debenture Conversion
Approximate
19.9% Ownership >30% Ownership1 50.1% Ownership1
22
(1) Assumes exercise in full of all warrants, as applicable, and exercise in full of certain top-up rights and participation rights granted pursuant to the
amended and restated investor rights agreement between the Company and 2707031 Ontario Inc. dated September 16, 2020.2021 Key Goals
1. Build upon achieved positive Adjusted EBITDA results.
2. Continue to expand Fire & Flower’s retail footprint throughout Canada & into targeted global markets.
3. Expand U.S. market entry following strategic agreements with American Acres targeting retail expansion
in California, Arizona and Nevada.
4. Monetize our Hifyre proprietary Data and Retail Analytics Platform and capitalize on our multi-banner
product opportunities.
5. Capitalize on the synergies of the Friendly Stranger acquisition.
6. Continued expansion of our relationship with Circle K owner, Alimentation Couche-Tard ($48B market cap)
7. Continue to grow our Sparks Perks loyalty program.
23Additional 4 Materials 24
Analyst Coverage & Liquidity
David Kideckel Endri Leno
dkideckel@atb.com endri.leno@nbc.ca
Justin Keywood Andrew Semple
jkeywood@stifel.com asemple@echelonpartners.com
Liquidity
Trailing 30 Day Average Daily Volume: 721,058.
25Senior Leadership Team
Trevor Fencott Judy Adam
Chief Executive Officer & President Chief Financial Officer
CO-FOUNDER & DIRECTOR, METTRUM HEALTH CORP CFO, MAV BEAUTY BRANDS
VICE-CHAIR, CANADIAN CANNABIS ASSOCIATION SVP FINANCE, CORUS ENTERTAINMENT
CORPORATE AND REGULATORY LAWYER
Nadia Vattovaz
Matthew Hollingshead
Chief Operating Officer
President, Hifyre™
VP FINANCE AND PROCUREMENT, HOLT RENFREW
PRESIDENT, HIFYRE INC
VP FINANCE, SHARED SERVICES, CANADIAN TIRE
PARTNER / CREATIVE DIRECTOR, CRATE DIGITAL
VP FINANCE AND ADMINISTRATION, BENTO SUSHI
STREAM MANAGEMENT INC
26Retail Executive Bench Strength Fire & Flower’s executive team possesses extensive past career experience at some of the world’s largest and most iconic retailers. 27
Board of Directors
Harvey Shapiro Donald Wright** Norman Inkster, BA Hons., LLD (Hon) **
Executive Chair Lead Director Chair, Governance & Compensation Committee
DIRECTOR, EMBLEM CORP.* PRESIDENT, MERRILL LYNCH CANADA* 18TH COMMISSIONER OF THE RCMP*
CEO, DYNACARE INC.* CHAIRMAN & CEO, TD SECURITIES* PRESIDENT OF INTERPOL*
LAWYER, GOODMAN & CARR LLP* DEPUTY CHAIRMAN, TD BANK* GLOBAL MANAGING PARTNER, KPMG FORENSICS*
Sharon Ranson, FCPA, FCA** Trevor Fencott, BA Hons., LLB Avininder Grewal Stéphane Trudel**
Audit Committee Chair Director Director Director
FOUNDER, RANSON GROUP CO-FOUNDER, METTRUM HEALTH CORP.* CEO & DIRECTOR, CINAPORT SVP, OPERATIONS, ALIMENTATION COUCHE-TARD
DIRECTOR, RBC CAPITAL MARKETS* DIRECTOR, PUSH CAPITAL LTD. PRESIDENT & CEO, FRALEX THERAPEUTICS* PRINCIPAL VP, GROWTH AND STRATEGY, CST BRANDS*
DIRECTOR, SPROTT INC. DIRECTOR, POPREACH INC. CO-FOUNDER, NOVADAQ TECHNOLOGIES* DIRECTOR, CONVENIENCE INDUSTRY COUNCIL OF CANADA*
* INDICATES FORMER POSITION.
** INDICATES INDEPENDENT DIRECTOR.
28Cap Table
As of March 31, 2021 the Common Shares 333,308,945
following securities were
Options 14,182,780
issued and outstanding.
Warrants 7,658,264
Broker Warrants 1,355,350
ACT (Circle K) Series A-3 Warrants 10,505,779
ACT (Circle K) Series B Warrants 67,175,541
ACT (Circle K) Series C Warrants 133,390,789
ACT (Circle K) 2019 Convertible Debentures $2,407,415
Hifyre Acquisition (reserved) 450,000
Real Estate Related Warrants (reserved) 360,000
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