According to Columbia Care, the Cannabist brand will provide patients and customers with a simple and approachable cannabis shopping experience while accommodating a range of experience levels. Cannabist will feature a number of premium brands, the company says, and will collaborate with brands run by social equity businesses and other industry leaders.

The first Cannabist location in Springville, Utah, saw its first sale on April 30, and three more Columbia Care locations—in San Diego; Tempe, Arizona; and Villa Park, Illinois—will rebrand as Cannabist by the end of May. An additional pipeline of more than 60 new and existing locations will follow over the next two years, according to Columbia Care.

“Cannabist is not only a reflection of where we are now and all of the markets we serve, but it is also a commitment to where we are going,” says Jesse Channon, Chief Growth Officer at Columbia Care. “We believe Cannabist will become a hub for all those who incorporate cannabis into their lives—regardless of what brought them to us. The Cannabist brand can grow with an ever-changing industry, continue to meet the needs of our patients and customers and serve as the platform for continuous innovation.”

According to Columbia Care, Cannabist stores are designed to encourage employee and customer interaction through both product recommendations and general education. Cannabist staff will undergo training to ensure a positive customer experience, the company says.

In addition, Cannabist locations will continue utilizing digital shopping platforms, including its own web-based application that is scheduled to launch in June, according to the company.

“By investing in this transition now, we will provide a new experience for our existing community and look forward to welcoming new customers who will come to see cannabis in a whole new light,” Channon adds. “The days of a transactional dispensary are nearing an end. As we see cannabis use continue to normalize, we will see the emergence of a more sophisticated, yet approachable dispensary model—starting with Cannabist.”