The Cannabist Company Brings West Coast Brand Revelry Herb Co. East

The Cannabist Company is betting that East Coast consumers are ready for a distinctly West Coast take on cannabis. The multistate operator recently announced a partnership with Revelry Herb Co., an artisan-quality flower and pre-roll brand created by the team behind Revelry Supply, the well-known smell-proof luggage and accessories company based in Santa Cruz, California. READ MORE: petalfast.com

Under the deal, The Cannabist Company will introduce Revelry’s pre-roll joints to the New Jersey market, then expand the brand across its dispensary and wholesale network in additional states, including Massachusetts and Pennsylvania, pending regulatory approval. Until now, Revelry’s cannabis products were available only in California, making this collaboration the brand’s first entry into any East Coast market. READ MORE: Cannabis Equipment News

Who Are the Players?

The Cannabist Company

The Cannabist Company Holdings Inc. (formerly Columbia Care) is one of the largest and most experienced cultivators, manufacturers and retailers of cannabis products in the U.S., operating in multiple adult-use and medical markets under both the Cannabist and Columbia Care banners.

The company runs vertically integrated operations in key states such as New Jersey, Massachusetts, Pennsylvania, Maryland, Ohio and New York, combining cultivation, manufacturing, retail, and wholesale distribution. This scale gives it the infrastructure to incubate and grow partner brands like Revelry Herb Co. well beyond their home base.

Revelry Herb Co.

Revelry Herb Co. is an “adventurer-driven” cannabis brand built by the team behind Revelry Supply, famous for smell-proof bags, luggage and outdoor-oriented accessories. Based in Santa Cruz, Revelry Herb focuses on artisan-quality flower and pre-rolls, positioning itself as a lifestyle brand for people who “like to explore and enjoy life” and want high-quality cannabis to pair with those experiences. WEBSITE: revelryherbco.com

The brand emphasizes consistent, lab-tested flower, premium pre-rolls, and gear designed for on-the-go consumers. In 2022, Revelry inked an exclusive California distribution deal with HERBL, one of the state’s leading cannabis supply chain companies, to get its flower, pre-rolls, and accessories into retailers statewide.

The New Jersey Launch: West Coast Vibes, East Coast Shelves

According to the January 2024 announcement, The Cannabist Company will roll out Revelry’s pre-roll joints first in New Jersey, one of its most important East Coast markets.

Revelry products will initially appear at Cannabist-branded dispensaries and through the company’s wholesale network in the Garden State. For New Jersey consumers—many of whom are still relatively new to legal adult-use cannabis—Revelry brings:

  • A California-bred brand story centered on adventure and outdoor culture
  • Artisan flower and pre-rolls curated and supplied by The Cannabist Company’s multistate cultivation network
  • Familiarity for East Coast travelers who may have encountered Revelry’s accessories or cannabis in California

Jesse Channon, President of The Cannabist Company, framed the partnership as both a cultural and commercial fit, noting that Revelry is “at the forefront of innovation and style” and that its smell-proof gear is already a customer favorite in Cannabist locations across the country.

Expansion to Massachusetts and Pennsylvania

The New Jersey launch is only phase one. The same announcement outlines plans to expand Revelry’s pre-rolls—and later its flower SKUs—into Massachusetts and Pennsylvania, subject to each state’s regulatory process.

Here’s what that means in practice:

  • Massachusetts
    • A mature adult-use market with strong competition from both local craft growers and national brands.
    • The Cannabist Company already operates cultivation and retail in the state, giving Revelry a ready-made platform for distribution and in-store promotion.
  • Pennsylvania
    • Currently a medical-only market, but one of the largest in the country.
    • Cannabist/Columbia Care runs multiple dispensaries, and the partnership announcement notes Revelry products will first appear at the company’s three Columbia Care dispensaries before expanding through wholesale channels statewide.

For Revelry, this partnership essentially short-cuts years of licensing and infrastructure building by plugging into The Cannabist Company’s existing supply chain and regulatory footprint.

From California-Only to a Multi-State Brand

Prior to teaming up with The Cannabist Company, Revelry’s cannabis SKUs were strictly a California play. The brand built name recognition with West Coast consumers through:

  • Its Santa Cruz origin story
  • Outdoor-inspired branding and community partnerships
  • A focus on curated mixed-light flower and pre-rolls distributed via HERBL and other platforms across California dispensaries

The Cannabist partnership marks a turning point:

  • First East Coast launch in New Jersey and Massachusetts, with Pennsylvania following through the medical channel
  • Subsequent expansion, announced in April 2024, into Maryland, Ohio, Pennsylvania and New York, with Revelry SKUs carried across Cannabist’s retail and wholesale platforms in those states as well.

Sales data from analytics firm Headset later showed that Revelry Herb Company quickly gained traction in New Jersey’s flower category, climbing from 38th to around the mid-20s in brand ranking within a few months, indicating strong consumer response to the West Coast import. READ MORE: Headset

Why This Partnership Matters

For The Cannabist Company

  • Differentiated assortment: Partnering with a lifestyle-driven California brand helps Cannabist stand out in increasingly crowded East Coast markets.
  • Vertical leverage: The company can utilize its cultivation facilities to supply Revelry’s flower and pre-rolls, capturing margin across the value chain.
  • Brand portfolio strategy: Alongside its house brands, Cannabist can offer consumers a curated “menu” of recognized third-party labels, similar to how major beverage distributors carry multiple craft brands.

For Revelry Herb Co.

  • Accelerated expansion: Instead of pursuing licenses and grow facilities state by state, Revelry can scale rapidly via Cannabist’s infrastructure.
  • First-mover advantage on the East Coast: Being positioned as a California outdoor-adventure brand in new, brand-hungry markets helps define a clear niche early.
  • Product consistency: Cannabist provides a “curated collection of strains” and standardized production across markets, supporting Revelry’s promise of consistent quality.

What Consumers Can Expect

As Revelry Herb Co. arrives in New Jersey and rolls across Massachusetts and Pennsylvania, customers can expect:

  • Pre-roll multipacks and single joints showcasing the brand’s signature strains and mixed-light flower
  • California-style branding and storytelling emphasizing adventure, travel and outdoor lifestyle
  • Availability through:
    • Cannabist and Columbia Care dispensaries in each state
    • Select third-party retailers via Cannabist’s wholesale network

For East Coast markets still shaping their cannabis identity, the Cannabist–Revelry partnership is a glimpse of things to come: a mature, multi-state brand ecosystem where West Coast craft sensibilities and East Coast scale meet in the middle of the dispensary shelf.

If the early performance in New Jersey and Massachusetts is any indication, Revelry Herb Co. may quickly become one of the more recognizable “imported” names in the region’s evolving cannabis landscape. Find more dispensaries: New Jersey Top Dispensary