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London CBD start-up storms luxury market with Selfridges partnership

by LLB Reporter
26th Sep 19 1:03 pm

Grass & Co, a new British CBD (Cannabidiol) based wellbeing company has closed a $930,000 seed financing round backed by a number of experienced Angel investors. Grass & Co.’s ethically sourced range of CBD based oils and topical balms harnesses the power of organic hemp along with complementary botanicals.

The wellbeing company began trading in July 2019, with the launch of its first CBD product range available through the Grass & Co. website. Since launch the business has seen exceptional demand and interest, far exceeding expectations from both consumers and retailers, and today announces an exclusive partnership with luxury department store Selfridges.

Selfridges will offer a number of select CBD products from the Grass & Co. EASE and CALM collections to its customers visiting its London and Manchester stores or via Selfridges.com. These include the EASE and CALM Body Oils and EASE Muscle Balm for topical application, with plans to stock Grass & Co.’s consumable CBD oil in the future.

“CBD is one of the fastest growing well-being product categories in the UK. Grass & Co.’s brand values together with the quality and provenance of its product ingredients and commitment to ethical sourcing was a great fit for Selfridges,” explains Emily Saunders, Selfridges Beauty Workshop Buyer. Grass & Co. will feature in the store’s Beauty Workshop in Selfridges London, home to 28 carefully selected brands from some of the most talked about new names in beauty and wellness.

Consumer interest and demand for CBD based products has been growing rapidly with the industry in the UK expected to be worth almost £1bn per annum by 2025, equivalent in size to the current entire UK herbal supplement market*1.

“At Grass & Co. we’re committed to producing a quality, ethically sourced CBD product free from pesticides and herbicides that consumers can trust. We offer fully transparent sourcing, extraction and rigorous testing complete with independent certification*2 confirming its exact CBD concentration. We’ve also partnered with some of the best food scientists to develop a CBD formulation with complementary botanicals to provide additional wellness benefits as well as a superior taste and sensory experience,” comments Toby Gordon-Smith, CEO, Grass & Co.

The new funding will be used on product development and to focus on marketing and business development activities.

Grass & Co.’s THC-free CBD oil is made using hemp flowers grown organically in Europe.  The CBD is extracted using a state of the art ethanol extraction process to remove all cannabinoids. The ethanol-cannabinoid mix is then distilled into natural CBD extract using advanced chromatography techniques (fluid separation), to ensure a premium alcohol-free oil while simultaneously protecting the oil extract from bacterial and yeast contamination.  The CBD oil is then blended with natural, organic botanical ingredients according to Grass & Co.’s proprietary formulations in the UK.

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