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<![CDATA[When Houseplant launched in the U.S. on March 11 earlier this year, the cannabis company's website famously crashed. Brand co-founder Seth Rogen spent the day tweeting with eager customers, ensuring that folks in California would indeed be able to buy Houseplant flower and Housegoods products.Within the first 24 hours, Houseplant cannabis inventory was sold out. As the week went on, the brand notched more than 500 million media impressions. It was an auspicious start for the business's foray into the U.S. after two years in the Canadian marketplace.Courtesy of HouseplantMohr"Launching in the U.S. was always the plan, and years of work went into making it possible, so March 11 was a very exciting day for the team," Mikey Mohr, Houseplant co-founder and CEO, says. "We had high hopes and expectations as we had prepared for so long and poured so much creativity and enthusiasm into what we were about to share with the world, but, honestly, we were blown away by the initial response. It was so overwhelmingly positive and showed how much our thesis and our brand resonated with people—obviously we never expected the excitement to crash our website, but looking back it was such a fun ride and has pushed us to continue to deliver at a high level."The enthusiasm matched what Houseplant had seen in Canada before the California work began. Product moved quickly in British Columbia and Ontario, and Mohr says that the brand learned how to convert those fast-moving sales metrics into business lessons. "We learned that patience and discipline were critical," Mohr says. "We were the first brand to treat cannabis products with the reverence they deserve across all touchpoints. We rolled out a best in class go to market strategy from innovative award-winning packaging to breakthrough in-store displays."While Houseplant has since severed ties…

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Source : How Houseplant Built a Brand for the U.S. Market

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