Even though a measure to legalize adult-use cannabis in Florida failed, Planet 13 Holdings (CSE: PLTH) (OTCQX: PLNH) is pushing ahead with expansion plans states. And the competition is expected to heat up after state regulators continue to fill the licensing pool.
The Florida Department of Health issued intent-to-approve letters to 22 new medical marijuana operators last Tuesday, nearly doubling the number of licensed companies in the state.
“We’ve operated in (other existing) adult-use markets that are very hyper-competitive,” Jeff Trappe, who oversees Planet 13’s Florida operations, told Green Market Report. “I think the new operators will help raise some of the standards that the market would like to see overall. For us, it helps us keep a benchmark of where we can improve.”
While new entrants like California’s STIIIZY and Star Buds still must post $5 million bonds before they begin operations, Planet 13 – which maintains a relatively strong balance sheet compared to competitors – is already scaling up its existing footprint.
The Las Vegas-based company will add indoor cultivation to complement its existing greenhouse operations in Jacksonville, according to Trappe. The expansion aims to round out the company’s product portfolio in the medical-only state.
“We currently only have greenhouses, so we’re bringing in an indoor component,” Trappe said. “Most of the other operators here have a full product offering.”
The moves follow Planet 13’s May acquisition of VidaCann, which provided an immediate footprint of 28 stores across Florida. The company has since opened new locations in Port Orange and Ocala under the Planet 13 brand, with plans to reach 32 total stores by year-end.
Management sees significant upside in its retail network. CFO Dennis Logan told investors on an Nov. 8 earnings call that the planned expansion from 27 to 32 stores could double revenue if locations reach average sales figures in the state. The company also expects revenue improvements in the fourth quarter as summer growing challenges ease, though hurricane-related store closures may temper gains.
Rather than view the failed adult-use measure as a setback, Trappe said it provides time to refine operations.
“I kind of took it as a blessing,” he said. “It kind of allowed us to really get honed in on our quality control standards.”
He added that the company plans to build a new extraction laboratory to enhance its concentrate offerings, addressing a gap in its current portfolio.
Aside from product and retail expansion, management is also looking to differentiate itself through community outreach. The company recently completed a veterans program offering medical cards through a nonprofit partnership – a program that Trappe, a former Marine, called his “biggest passion project.” The company also organized hurricane relief efforts after storms affected several store locations.
“Some of the dispensaries in the years that I’ve been here, they’re very medicinal. Some of them kind of remind you of a hospital,” Trappe noted. “We’re just trying to normalize the cannabis experience with people so it can be kind of fun.”
The company recently launched lifestyle-focused marketing initiatives, including partnerships with UFC fighters, though Trappe acknowledged some organizations remain hesitant about cannabis-adjacent relationships in Florida’s conservative climate.
Planet 13 generated $32.2 million in revenue during the third quarter, with Florida operations contributing $10.5 million, nearly a third of total sales. Retail revenue from its neighborhood store network increased 25% sequentially to $15.4 million.
Florida’s medical cannabis market could very well reach $2.8 billion in sales this year, with 12% annual growth through 2028, according to BDSA. While adult-use plans are temporarily shelved, Planet 13 maintains long-term ambitions for large-format “superstore” locations in Miami, Orlando, and Tampa if recreational sales are eventually approved.
“I’m excited to see where Florida goes with it,” Trappe said. “The vote did show that the majority of Floridians are okay with cannabis. I think that number is going to increase.”