LOS ANGELES — Cheech & Chong’s Cannabis Company has reimagined how retail and licensing can coordinate to serve customers, brands, and retailers, introducing a new concept it calls “reverse licensing” through a partner network. The concept allows dispensary holders to maintain store ownership while gaining access to the branding, products, history, and retail design of the Cheech & Chong brand.
Traditional licensing agreements can make it difficult for small operators to compete with large multistate operators (MSOs). Cheech & Chong’s new reverse licensing partner network flips that script, empowering independent operators to maintain full ownership and operational control while tapping into one of the most recognizable names in cannabis via a profit-sharing model.
Under the reverse licensing partner network structure, retailers may choose to upgrade all or part of their current store footprint as an iteration of Cheech & Chong’s Dispensoria concept. Conceived by creative director Jasmine Marin, Cheech Marin’s daughter, Dispensorias adopt the bright colors and upbeat flair of traditional Chicano culture to create an inviting, high-energy space that customers love. Shoppers will recognize the Cheech & Chong name, which adds appeal and differentiation to those smaller mom ‘n’ pop dispensaries which might be struggling to attract attention.
“We’re not just designing stores; we’re creating experiences,” Jasmine Marin said. “Each Dispensoria brings the brand’s culture and humor to life while honoring the community that makes it thrive.”
The program offers two flexible pathways for retailers:
- Cheech and Chong’s Dispensoria: A full rebrand opportunity that transforms existing shops into an official Cheech & Chong retail experience, adding decades of pop culture recognition and consumer loyalty to even the newest store.
- Flowered by Cheech & Chong: A co-branded partnership for operators who want to maintain their existing brand identity while tapping into the marketing power, credibility, and consumer trust of the Cheech & Chong name.
Licensees retain 100% ownership of their stores, paying a small monthly royalty fee based on sales percentages. All Dispensoria partners are also automatically granted access to the proprietary Headset Retailer platform.
