Flower by Edie Parker Teams Up with Verano for Florida Cannabis Debut, Spotlights Rapper JT in Promo Campaign

MIAMI – Flower by Edie Parker, a female-founded, premium Cannabis brand known for its vibrant designs, has struck an exclusive deal with Verano Holdings Corp. to roll out its products across the Sunshine State’s medical Cannabis dispensaries, marking a calculated push into one of the nation’s largest patient markets.

The agreement brings Flower by Edie Parker’s vapes and vape cartridges to Verano’s 82 MÜV outlets statewide, starting this month. To drive the introduction, the brand unveiled “High in the 305,” a marketing push centered on JT, the Grammy-nominated rapper and a Miami native whose sharp lyricism and local ties align with the line’s playful edge.

Brett Heyman, the founder and creative director behind Flower by Edie Parker, described the collaboration as a natural extension of the brand’s roots. “We have a strong existing customer base in Florida through our heritage handbag and smoking accessory business,” Heyman said in a statement, adding that JT embodies the “confident, bold, original and cool” spirit they seek. Verano’s CMO, David Spreckman, echoed the sentiment, calling the partnership a chance to deliver “culturally relevant” options to patients via their extensive network.

This move builds on Flower by Edie Parker’s trajectory since its 2019 launch as a Cannabis offshoot of Heyman’s New York-based luxury handbag label, which has grown into the country’s biggest female-led Cannabis enterprise. With accessories sold in more than 900 U.S. stores and Cannabis items in a dozen states, the brand has carved a niche blending fashion flair with consumption tools, think acrylic pipes shaped like lipsticks and colorful vape cases that double as status symbols.

For Verano, a Chicago-headquartered MSO, the tie-up bolsters its Florida holdings at a time when the state’s medical sector shows signs of saturation. Despite adding patients and outlets [Verano alone hit 82 locations by September] the market posted only modest sales gains in the third quarter, as competition among licensed growers intensifies. Last year’s recreational ballot measure fell short of the required supermajority, leaving adult-use dreams on hold and forcing operators like Verano to refine their portfolios for medical buyers.

Analysts see strategic value here. Flower by Edie Parker’s* cross-generational draw, appealing to fashion-forward millennials and Gen Z alongside established users, could help Verano differentiate amid flat revenue trends. JT’s involvement, her first high-profile nod to Cannabis branding, adds street cred without overcomplicating the rollout, tapping Miami’s cultural pulse to cut through dispensary clutter. Yet the real test lies in execution. Florida’s 930,000 patients demand variety, but pricing pressures and supply chain tweaks will determine if this infusion sparks meaningful uptake.

*Highly Capitalized Network-HCN reports impartially on developments in the industry and its participants & does not endorse, promote, or take positions on any party, association, or company involved.