A new look for a new life at SQDC

The Société québécoise du cannabis (SQDC) has decided to redefine its retail strategy, focusing on creating a more inviting and user-friendly shopping experience.

After six years in business and now over 100 stores, the Crown corporation is moving away from its traditional branch model, We're moving away from long counters and limited interaction towards open spaces designed to improve accessibility and customer confidence.

Breaking down barriers

Historically, SQDC stores have been criticized for their «beige, cold and intimidating» atmosphere, according to Geneviève Giroux, Vice-President of Procurement and Marketing.

In a recent interview with La Presse, Ms Giroux explained the reasons behind the reshuffle: «Reflecting on our concepts, we want to take the pressure off a little, but without making people say it's cool to go to SQDC.

The aim is clear: to make the buying experience more accessible without glorifying cannabis consumption.

The new design emphasizes open spaces, free circulation and smaller, more localized branches. Customers will no longer queue up to interact with the staff behind the counters. Instead, they'll circulate around the store with the sales staff, looking at the products displayed on the walls that act as counters. This approach aims to reduce the transactional pressure often associated with long queues.

Adapting to regional needs

Another important change is to adapt the product offering to regional demands. Smaller stores, such as those to open in Montmagny and Amqui, northeast of Montreal, will offer smaller product ranges - around 250 items compared with 400 to 450 in traditional outlets - but will better reflect local preferences.

«We want to make sure we meet the needs of the local population,» said Giroux.

The first branch following this innovative model will open on January 27 in Sainte-Julie, Quebec. This store will focus on accessibility and customer education, in order to meet a major challenge: many long-standing customers are only now discovering products that have been available for years.

The current SQDC Sainte-Julie branch

One of the main objectives of the redesign is to eliminate the prejudices that some customers associate with visiting SQDC. Giroux compares the old atmosphere to the «forbidden» sections of vintage video stores. By creating a welcoming environment, SQDC hopes to encourage consumers to buy from legal, regulated outlets rather than turning to the illicit market. This is in line with the company's mission to offer safe alternatives and prevent illegal sales.

Strong sales growth

The SQDC experienced significant growth, with sales reaching 173.7 million in the second quarter of fiscal 2024-2025, compared with $151.7 million for the same period last year. This increase is attributed to factors such as the end of a labor dispute, increased demand for concentrated products and the opening of new branches.

2025 should benefit from reintroduction of vaping products, both in-store and online. Despite a five-year hiatus due to public health recommendations, SQDC recognizes the growing demand for safer, regulated alternatives to illicit vaping products.

Nearly 63% of Quebec cannabis users now choose to store at SQDC stores or on our online platform.