PINKS

Pinks is a boutique cannabis brand seeking retail expansion within New York’s competitive legal market. The goal was to secure meaningful shelf placement quickly while laying the groundwork for sustained reorders, without relying solely on cold outreach or distributor-led introductions.

With access to a large network of licensed retailers, The HLP DSK positioned B2B events as the primary catalyst for buyer engagement and conversion.

PHASE ONE

Challenge

  • Standing out in a crowded retail landscape with limited buyer attention
  • Securing purchase orders efficiently across multiple dispensaries
  • Moving from initial placement to sell-through and reorders
  • Aligning brand readiness with retail demand and production capacity
  • Creating momentum without overextending operationally
PHASE TWO

Strategy

The HLP DSK implemented a B2B-first sales strategy centered on direct buyer engagement and experiential introduction.
Key strategic priorities included:
1. Bringing qualified dispensary owners and buyers together in a focused environment
2. Positioning Pinks as a differentiated, retail-ready brand
3. Using events to accelerate trust, education, and purchasing decisions
4. Supporting sell-through post-placement to encourage reorders

Execution

B2B Buyer Event

  • Coordinated a dedicated B2B event inviting 40+ dispensary owners and buyers
  • Hosted a curated brand debut experience tailored to retail decision-makers
  • Provided product education, sampling context, and brand positioning

 

Expanded February Activation

  • Produced a second B2B-focused event in February with 50+ buyers and owners
  • Strengthened follow-up conversations with interested retailers
  • Used direct engagement to shorten the sales cycle

 

Retail Conversion & Support

  • Supported retailers post-placement through activation and event programming
  • Assisted in driving early sell-through to support reorder velocity
  • Maintained direct communication with buyers to manage expectations and timing

Results

  • 20 new store purchase orders closed
  • Achieved retail placement in 20 dispensaries within 45 days
  • Established strong initial sell-through performance
  • Generated reorder momentum through ongoing support
  • Positioned the brand for further expansion pending production scale

Key Takeaways

  • B2B events significantly shorten the retail sales cycle
  • Direct buyer engagement builds trust faster than cold outreach
  • Sell-through support is critical to sustaining retail relationships
  • Scaling should follow demand readiness, not precede it

The HLP DSK helped Pinks rapidly secure meaningful shelf placement across New York while maintaining operational discipline. By combining B2B events, buyer access, and post-placement support, Pinks built a strong retail foundation and positioned itself for scalable growth once production capacity allows.