Lush Life celebrates launch of Willie’s Reserve wholesale merch
An interview with Angela Morelli
Angela Morelli, Chief Executive Officer of Lush Life, has played a pivotal role in the cannabis industry over the last decade, leveraging her extensive experience in global wholesale, retail, and product development to create impactful partnerships and successful ventures.
With more than 30 years of experience creating, tuning, and repairing brands, building marketing campaigns, crafting strategy, and forming bonds and relationships, Morelli founded Lush Life a year ago as a subsidiary, AMM Marketing Enterprises, Inc., of her consulting firm which has been active in the cannabis space for more than 10 years.
One of the relationships Morelli is most proud of is the one she created with the team from Willie’s Reserve while working to bring the brand to Missouri.
At the request of the Willie’s Reserve team, Lush Life has become a problem-solver for the brand and its cannabis licensees across the country, providing solutions such as reasonably priced packaging, point-of-purchase (POP) displays, event items, and more. Morelli’s global vendor relationships, built over decades, have made these solutions cost-effective and efficient, she says, enabling Lush Life to navigate the complexities of the cannabis marketplace, especially regarding packaging regulations, changes, and new category launches.
One of the cornerstones of Morelli’s new endeavor’s success has been Lush Life’s ability to tailor its offerings to meet the diverse needs of multi-state operators (MSOs), smaller dispensary groups, and single-location retailers. The team’s deep understanding of the industry, combined with Morelli’s experience in building win-win scenarios, has made Lush Life a trusted partner in the cannabis space.
The company’s approach is rooted in the philosophy of solving problems and helping people, a principle that has guided Morelli’s career and shaped the foundation of Lush Life.
Greenway recently spoke to Morelli to discuss the launch Lush Life’s latest venture: the first wholesale merchandise line for Willie’s Reserve.
She shares insights into the strategic choice of Missouri as the launch market, the exciting range of products available to retailers, and the challenges of predicting demand in a market that has never seen such offerings before.
This is the first launch of Willie’s Reserve Wholesale Merch in the U.S. What does this milestone mean for the brand? What kind of impact do you anticipate this merch launch will have on brand exposure for Willie’s Reserve in Missouri?
“This is a huge milestone for the brand. The Willie’s Reserve cannabis brand has been in the market for just over eight years, and the number one request from the cannabis space has been for wholesale merch. This is the first time it’s been offered. Generating revenue for dispensaries and other retail categories is critical to bringing attention to the brand. The Willie’s Reserve cannabis products sell out at a record pace in all markets. The merch, as an addition, is a natural extension and will also sell at an accelerated rate.”
Why did you choose Missouri as the initial market for this launch?
“After consulting in the Missouri cannabis space for nearly a decade, I fell in love with the beautiful state and the wonderful people, so I moved here a few years ago. Launching this here among friends is without a doubt the best way to start. Starting small and branching out is the most effective way to protect against implosion because of demand, which can happen. Providing the best service, specific to the customers’ needs, is priority one. Careful strategic growth ensures that.”
Can you describe the range of products that will be available under the Willie’s Reserve Merch line? How does working directly with Bic and offering the new EZ Reach lighters enhance the value of the merch line? Can you elaborate on the free POP piece being offered with lighter orders? What kind of impact do you expect this to have at the counter register?
“The first release includes wholesale offerings of t-shirts, rolling trays, and branded Bic lighters. The Bic EZ Reach had an incredible Super Bowl commercial with Willie Nelson, Snoop Dogg, and Martha Stewart, which caused sales on the EZ Reach to skyrocket. Working with Bic provides us the opportunity to offer a great Bic POP stand for the lighters in every dispensary free of charge. They provided the stand for every combined purchase of a case of Bic Maxi and EZ Reach. The piece is countertop and can be placed at every register, which sells the lighters incredibly fast as an add-on item, increasing customers’ basket size. Typical stores will sell both Maxi and EZ Reach lighters at approximately one case of each per week per SKU. Lush Life store automation automatically adds the unit and provides the buyer the ability to remove it if they already have enough stands for the registers in that location.”
Why did you choose mid to late August for the start of shipping these items?
“The launch timing was based on getting it into the market as quickly as possible and providing more items to increase retail sales as we move toward Black Friday and the holiday shopping season. Willie’s Reserve wholesale merch will make great gifting items. It’s important to get established and fully functioning to serve retailers best during such a high-volume retail season.”
How are you ensuring a secure shopping environment for retailers accessing the merch through your store?
“Our store is built in Shopify B2B, which provides the highest security available and the ability for the customer to control internal permissions for their employees. The site sends a unique single-use code with timed access at every login to protect against unauthorized use. There is no payment data stored in the system for their protection. When an order is confirmed, an email is sent with links for payment choices to use a credit card in a secure external portal or ACH/wire instructions to be used through their own banking institution.”
Can you explain the process for retailers to apply for access to the Willie’s Reserve Wholesale Merch? What measures are in place to protect the password-protected access portal?
“To apply for access, go to lushlifepack.com and click the apply for access button. This is for wholesale only, and resale paperwork, uploaded to the form, and in good standing in your state is required for approval. Once they are approved, the main contact will receive a series of emails to set up your account, add other users, and fill out a form so we can add all ship-to locations to their account. Very simple to use and easy to navigate. The system holds all customer order data history, making it easy to reorder. The store is open now for preorders, and availability is on a first-come, first-served basis. Supply is limited.”
What has been the most challenging aspect of bringing this merch line to the market? How do you plan to manage the demand and supply of the merch items once shipping begins?
“The biggest challenge is predicting demand for something that has never sold at wholesale in the market. Making sure we have enough product to take care of Missouri and using those analytics as a launch pad to estimate other markets is not exact but helpful. Once you know the turn rate in a sample market, planning becomes progressively more accurate moving forward. We need to be in front of demand, which at first is nearly impossible but gets better quickly with more data. My manufacturers are at the ready to do anything they can to help bridge that gap. Another challenge is the current state of the ports for products incoming from overseas. Boats are still backed up in nearly all ports around the country and can sit waiting to dock for weeks. That is a component that is completely out of our control, but planning for those delays is just part of the predictive process.”
What feedback have you received so far from retailers who have shown interest in carrying Willie’s Reserve Merch?
“The response has been overwhelming. All we hear is, ‘How fast can we get it!’”
How does Willie’s Reserve Merch align with the overall branding and messaging of Willie’s Reserve as a cannabis brand?
“Willie Nelson’s advocacy for cannabis is legendary. Having the wholesale merch in states that are not offering legal cannabis will help get the message out. Bringing the brand and message to everyone is a very important part of Willie’s Reserve brand.”
Can you share any insights into future plans for expanding the merch line or introducing new products?
“We will be adding fall offerings in late September and early October. Hats, hoodies, long-sleeve t-shirts, full-color images of Willie on shot glasses, and glass stash jars are all in development now. We are also looking at some limited-edition items like collectible pins and are in development for the holiday line and beyond. We can also produce custom-size volume orders and special request items if the minimum order quantities can be met by the customer. Anything is possible!”
How important is collaboration with brands like Bic in achieving your merchandising goals? What are your expectations for the long-term success of Willie’s Reserve Merch in Missouri and beyond? What are your expectations for the partnership between Lush Life and Willie’s Reserve moving forward?
“Collaborations with brands like Bic open opportunities to provide retailers new and in-demand merch in the marketplace and assets that would not otherwise be available to their benefit. We worked together to find a way to offer free retailers the lighter stands, and they very generously offered those to give customers as a gift with purchase. It’s a win-win for everyone. A great way to display the lighters prominently for Bic and easily increase the retailer’s sales. We are currently working on some big collaborations with some globally popular brands that we hope to have ready for 2025. Expanding globally is right around the corner. Everyone on earth who loves Willie’s Reserve will have access moving forward. Our relationships are already expanding. The opportunities are endless.”
Angela Morelli, Chief Executive Officer of Lush Life, has played a pivotal role in the cannabis industry, leveraging her extensive experience in global wholesale, retail, and product development to create impactful partnerships and successful ventures. With over 30 years of experience, Morelli founded Lush Life a year ago as a subsidiary of her consulting firm, AMM Marketing Enterprises, Inc., which has been active in the cannabis space for over a decade. Her journey into the cannabis industry began during her contract tenure as Chief Marketing Officer for Agri-Genesis in Missouri, where she was instrumental in launching the Willie’s Reserve cannabis line as their licensee in the state. The strong relationship she developed with the Willie’s Reserve team led to multiple collaborative opportunities that have defined the growth of both brands.
At the request of the Willie’s Reserve team, Lush Life has become a problem-solver for the brand and its cannabis licensees across the country, providing solutions such as reasonably priced packaging, point-of-purchase (POP) displays, event items, and more. Morelli’s global vendor relationships, built over decades, have made these solutions cost-effective and efficient, enabling Lush Life to navigate the complexities of the cannabis marketplace, especially regarding packaging regulations, changes, and new category launches.
One of the cornerstones of Lush Life’s success has been its ability to tailor its offerings to meet the diverse needs of multi-state operators (MSOs), smaller dispensary groups, and single-location retailers. Morelli’s deep understanding of the industry, combined with her experience in building win-win scenarios, has made Lush Life a trusted partner in the cannabis space. The company’s approach is rooted in Morelli’s philosophy of solving problems and helping people, a principle that has guided her career and shaped the foundation of Lush Life.
In this exclusive interview, Morelli discusses the significance of Lush Life’s latest venture: the launch of the first wholesale merchandise line for Willie’s Reserve. She shares insights into the strategic choice of Missouri as the launch market, the exciting range of products available to retailers, and the challenges of predicting demand in a market that has never seen such offerings before.
This is the first launch of Willie’s Reserve Wholesale Merch in the U.S. What does this milestone mean for the brand? What kind of impact do you anticipate this merch launch will have on brand exposure for Willie’s Reserve in Missouri?
“This is a huge milestone for the brand. The Willie’s Reserve cannabis brand has been in the market for just over eight years, and the number one request from the cannabis space has been for wholesale merch. This is the first time it’s been offered. Generating revenue for dispensaries and other retail categories is critical to bringing attention to the brand. The Willie’s Reserve cannabis products sell out at a record pace in all markets. The merch, as an addition, is a natural extension and will also sell at an accelerated rate.”
Why did you choose Missouri as the initial market for this launch?
“After consulting in the Missouri cannabis space for nearly a decade, I fell in love with the beautiful state and the wonderful people, so I moved here a few years ago. Launching this here among friends is without a doubt the best way to start. Starting small and branching out is the most effective way to protect against implosion because of demand, which can happen. Providing the best service, specific to the customers’ needs, is priority one. Careful strategic growth ensures that.”
Can you describe the range of products that will be available under the Willie’s Reserve Merch line? How does working directly with Bic and offering the new EZ Reach lighters enhance the value of the merch line? Can you elaborate on the free POP piece being offered with lighter orders? What kind of impact do you expect this to have at the counter register?
“The first release includes wholesale offerings of t-shirts, rolling trays, and branded Bic lighters. The Bic EZ Reach had an incredible Super Bowl commercial with Willie Nelson, Snoop Dogg, and Martha Stewart, which caused sales on the EZ Reach to skyrocket. Working with Bic provides us the opportunity to offer a great Bic POP stand for the lighters in every dispensary free of charge. They provided the stand for every combined purchase of a case of Bic Maxi and EZ Reach. The piece is countertop and can be placed at every register, which sells the lighters incredibly fast as an add-on item, increasing customers’ basket size. Typical stores will sell both Maxi and EZ Reach lighters at approximately one case of each per week per SKU. Lush Life store automation automatically adds the unit and provides the buyer the ability to remove it if they already have enough stands for the registers in that location.”
Why did you choose mid to late August for the start of shipping these items?
“The launch timing was based on getting it into the market as quickly as possible and providing more items to increase retail sales as we move toward Black Friday and the holiday shopping season. Willie’s Reserve wholesale merch will make great gifting items. It’s important to get established and fully functioning to serve retailers best during such a high-volume retail season.”
How are you ensuring a secure shopping environment for retailers accessing the merch through your store?
“Our store is built in Shopify B2B, which provides the highest security available and the ability for the customer to control internal permissions for their employees. The site sends a unique single-use code with timed access at every login to protect against unauthorized use. There is no payment data stored in the system for their protection. When an order is confirmed, an email is sent with links for payment choices to use a credit card in a secure external portal or ACH/wire instructions to be used through their own banking institution.”
Can you explain the process for retailers to apply for access to the Willie’s Reserve Wholesale Merch? What measures are in place to protect the password-protected access portal?
“To apply for access, go to lushlifepack.com and click the apply for access button. This is for wholesale only, and resale paperwork, uploaded to the form, and in good standing in your state is required for approval. Once they are approved, the main contact will receive a series of emails to set up your account, add other users, and fill out a form so we can add all ship-to locations to their account. Very simple to use and easy to navigate. The system holds all customer order data history, making it easy to reorder. The store is open now for preorders, and availability is on a first-come, first-served basis. Supply is limited.”
What has been the most challenging aspect of bringing this merch line to the market? How do you plan to manage the demand and supply of the merch items once shipping begins?
“The biggest challenge is predicting demand for something that has never sold at wholesale in the market. Making sure we have enough product to take care of Missouri and using those analytics as a launch pad to estimate other markets is not exact but helpful. Once you know the turn rate in a sample market, planning becomes progressively more accurate moving forward. We need to be in front of demand, which at first is nearly impossible but gets better quickly with more data. My manufacturers are at the ready to do anything they can to help bridge that gap. Another challenge is the current state of the ports for products incoming from overseas. Boats are still backed up in nearly all ports around the country and can sit waiting to dock for weeks. That is a component that is completely out of our control, but planning for those delays is just part of the predictive process.”
What feedback have you received so far from retailers who have shown interest in carrying Willie’s Reserve Merch?
“The response has been overwhelming. All we hear is, ‘How fast can we get it!’”
How does Willie’s Reserve Merch align with the overall branding and messaging of Willie’s Reserve as a cannabis brand?
“Willie Nelson’s advocacy for cannabis is legendary. Having the wholesale merch in states that are not offering legal cannabis will help get the message out. Bringing the brand and message to everyone is a very important part of Willie’s Reserve brand.”
Can you share any insights into future plans for expanding the merch line or introducing new products?
“We will be adding fall offerings in late September and early October. Hats, hoodies, long-sleeve t-shirts, full-color images of Willie on shot glasses, and glass stash jars are all in development now. We are also looking at some limited-edition items like collectible pins and are in development for the holiday line and beyond. We can also produce custom-size volume orders and special request items if the minimum order quantities can be met by the customer. Anything is possible!”
How important is collaboration with brands like Bic in achieving your merchandising goals? What are your expectations for the long-term success of Willie’s Reserve Merch in Missouri and beyond? What are your expectations for the partnership between Lush Life and Willie’s Reserve moving forward?
“Collaborations with brands like Bic open opportunities to provide retailers new and in-demand merch in the marketplace and assets that would not otherwise be available to their benefit. We worked together to find a way to offer free retailers the lighter stands, and they very generously offered those to give customers as a gift with purchase. It’s a win-win for everyone. A great way to display the lighters prominently for Bic and easily increase the retailer’s sales. We are currently working on some big collaborations with some globally popular brands that we hope to have ready for 2025. Expanding globally is right around the corner. Everyone on earth who loves Willie’s Reserve will have access moving forward. Our relationships are already expanding. The opportunities are endless.”
