MJBizMag July 2021 - 46
SCALE
HOW IT
SUITS YOU
Holistic Industriesʼ retail
stores, such as this one in
Somerville, Massachusetts,
operate under the brand name
Liberty. Courtesy Photo
COMPANY Holistic Industries
HEADQUARTERS Capitol Heights, Maryland
CEO Josh Genderson
OPERATING IN California, Maryland, Massachusetts, Michigan, Missouri (pending),
Pennsylvania, Washington DC, West Virginia (pending)
BEAST OF THE EAST
Genderson, a fourth-generation co-owner
of Schneider's of Capital Hill, a 72-yearold
family liquor store in Washington DC,
won one of the city's first grower/processor
licenses. In 2012, scaling wasn't part of
Genderson's plan for Holistic.
" Initially, I thought it would just be a
fun side project, " Genderson said.
But Holistic was doing well in
Washington DC, and Genderson spotted
new opportunities as markets opened
along the East Coast. He focused on
limited-license states that allowed
vertical integration and then, in 2014,
applied for licenses in Massachusetts
and Maryland, followed in 2016 by
Pennsylvania. All three vertically
integrated licenses were awarded in 2017,
and Genderson opened them under the
brand name Liberty.
46 MJBizMagazine | July 2021
" I got them built,
set them up, got them
operating, got stores open
in all those states and
became vertical-with a
big emphasis on wholesale
and retail. We're on every
shelf in every one of those
states, " Genderson said.
He explained that having
" We're very cognizant
of trying to apply and win
licenses in states that would
add to our regional concenJosh
Genderson
retail stores in addition
to wholesale product helps build
recognition for Holistic's brands.
" We try to be on every shelf in every
(market) that we're in, " Genderson said
with regards to his wholesale efforts.
" Brand equity is really important. "
Building regional presence is critical
to Genderson's scaling strategy, mainly
because it aids in brand building.
tration, " Genderson said.
" Being able to drive up and
down the Northeast and the
mid-Atlantic and the Midwest
and seeing our brands and
our stores-and people know
they're in a Liberty store,
whether you're in Massachusetts or Maryland-it
really adds value to the company. "
RAISE AND SCALE
While winning licenses and building
regional presence remain the linchpins
of Genderson's strategy, he hasn't shied
away from raising capital so Holisitic
could pursue an M&A strategy.
MJBizMag July 2021
Table of Contents for the Digital Edition of MJBizMag July 2021
MJBizMag July 2021 - 1
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