When cannabis becomes a luxury product

The latest step on the road to normalization, cannabis-derived products are earning their letters of nobility and being elevated to the status of luxury goods. Premium quality, brand aesthetics, brand reputation and, of course, price are all signs that cannabis has made its way out of dark alleys and onto the shelves of luxury galleries.

Barneys goes cannabis

The latest mainstream chain to embrace cannabis is Barneys, and it's not just any chain. Founded in 1923, this New York store specializes in luxury, haute couture and designer pieces. It has now converted to cannabis culture, and will soon be stocking cannabis products and accessories in its store. The High End opening next March in Beverly Hills, California.

The store will sell brands such as Beboe described by the New York Times as the «Hermes of cannabis».». The latter was launched by renowned tattoo artist Scott Campbell and Clement Kwan, a former Dolce Gabana executive. It consists of cannabis-infused vaporizers and lozenges designed for discreet consumption at the office or at dinner «without leaving the table» and needing to «hide in the bushes to smoke a joint» explains Mr. Campbell. He explains that the brand aims to integrate itself into the culture of dinners and galas with the refinement of a good bottle of wine.

Luxury cannabis cultivation

Long marginalized, cannabis is increasingly being appropriated by the luxury culture. The Tetra company, for example, employs designers and creators and markets cannabis accessories for a wealthy clientele. The French growers living in California, Aficionado, also borrows from this luxury aesthetic in terms of both packaging and quality of craftsmanship. This culture is particularly prevalent in California, and Beverly Hills, a luxury mecca, is the ideal place to combine luxury and cannabis. A cannabis club has also been set up and sells breeding varieties wrapped in gold foil for $700 an ounce (28 grams).

The High End also plans to move into the same niche in Bervely Hills. The store plans to sell CBD-infused beauty products as well as rolling papers, bongs and other cannabic accessories, including a $1,475 silver grinder. For the time being, products containing THC will only be available by delivery, as Barneys does not hold the necessary license to sell cannabis at retail. The chain plans to open other The High End stores in California and other states, including New York to legalize recreational cannabis soon. In France, despite restrictions, luxury cannabis has already made its way with Charlotte's Web products in the Nous concept store in Paris.