Forty percent of its customers are aged 25 to 34, and 21% are aged 35 to 44. Though the company would not share its total site traffic, it saw 400% year-on-year readership growth between 2018 to 2019. Its content-forward strategy appears to work for its largely female audience: Miss Grass‚Äôs organic Instagram engagement is 12%, and its email open rate is 30%. (The company sends at least two emails a week.)
Miller said the company is centered on the ‚Äúconscious consumer,‚ÄĚ and while there have been inroads in cannabis adoption, thanks to the legalization of hemp within the 2018 Farm Bill, there is still mainstream confusion.
‚ÄúWe know why the interest in cannabis has reached fever pitch ‚ÄĒ it is because there is a large business opportunity attached. But the consumer is vulnerable,‚ÄĚ said Anna Duckworth, Miss Grass co-founder and chief content officer.
‚ÄúThis industry is still new and pretty unregulated. There is not one retailer or platform that is taking an education-led approach. Brands have largely been responsible, but they need help,‚ÄĚ she said.
Miss Grass‚Äôs pop-up is an attempt to bring that online experience to real life. The store will sell an accessories line co-created with Edie Parker, and it will host workshops throughout its month-long run on topics like sleep and sexual health.
While Miss Grass, which is also in the midst of developing its own line of branded products, has the opportunity and resources to up its merchandising assortments to compete with bigger retailers, Miller said the company is not actively looking to add new brand partners. Instead, the business is hoping to build deeper relationships with the 30-plus brands it already stocks.
‚ÄúWe‚Äôre not trying to be the Amazon of cannabis,‚ÄĚ she said.