BRNT Group, a cannabis design house, announced the addition of Canadian fashion powerhouse and leading cannabis industry investor and advisor, Joe Mimran to its Advisory Board. In the role, Mimran will advise and consult BRNT Group on its strategy, outreach, and corporate growth.
Mimran became a sounding board for the company early on and stepped in as a mentor to BRNT Group CEO Simon Grigenas. Mimran brings knowledge and perspective to BRNT Group, an Alberta-based cannabis house most known for niche-market ownership and a focused CPG approach in partnership with world-class partners.
“He is one of the few recognizable figures in Canada that was able to redefine retail experiences in their given settings,” said BRNT Group CEO Simon Grigenas. “Introducing apparel in a non-traditional retail format like a grocery store through Joe Fresh pushed many boundaries. With us navigating an uncertain industry like cannabis, I’m looking forward to leaning on his expertise for our brands, enabling us to thrive within retail, and continue to serve our customers with products and ideas that energize them.”
Mimran is the founder of retailers Joe Fresh and Club Monaco. He is well known as a fashion innovator defining the fashion industry landscape. From Club Monaco and Joe Fresh to Dragon’s Den and Mimran & Associates, Mimran has had a presence in almost every area of fashion from creative design to retail investment. Mimran has had notable success from his various investments in the North American cannabis industry including his High Park Investment fund and sits as an independent director on the Board of Canopy Rivers.
The relationship between BRNT and Mimran was a natural fit. To Mimran, the strong execution and impressive pace of BRNT’s growth and scale were noteworthy.
“I am a huge fan of the brand and design work, but it was my belief and confidence in Simon’s leadership and understanding of the business strategy required to compete in the cannabis space that sealed the deal for me to come on board as an advisor,” said Mimran. “Beyond that, BRNT has an impressive game plan for running a capital-light business model – a true CPG brand in the making. They are not only paving an atypical and exclusive path in the cannabis industry, but their focused approach to the role they play in the supply chain will be one to watch.”
Within the BRNT Group portfolio is BRNT Designs, a luxe cannabis accessories brand that has reimagined consumption, storage, and preparation accessories for dried cannabis.