Competition in the cannabis sector is heating up and iAnthus Capital Holdings (OTCMKTS:ITHUF) does not want to remain behind. The first indication of this determination became apparent when the company celebrated this year’s cannabis holiday, better known as 4/20. In marking the holiday, the company launched the sale of pre-rolled joints and smokable flower in Florida.

Several of iAnthus brands to offer discounts and community events in marking 4/20

For starters, iAnthus operates in Florida through a subsidiary called GrowHealthy. The subsidiary launched the new products which aims to diversify the products sold in the Florida market. In particular, the dispensary brand has four retail locations in West Palm Beach, Brandon and Lake Worth. According to the official statement, the company will limit the number of pre-rolled joints to only five per customer.

In addition to the launch, other iAnthus subsidiaries will celebrate the cannabis holiday by offering special deals and discounts on their products, and community events. Notably, Health For Life Arizona offer discounts on vape cartridges for four days. On the other hand, Citiva New York set up live music events in Hudson Valley and Brooklyn. Also, Grassroots Vermont will host an event where communities will volunteer to collect trash from roadsides.

iAnthus subsidiaries in licensing deals to expand product range and retail locations

In another one of iAnthus deals, the company’s newly acquired brand, CBF For Life, entered an agreement with Urban Outfitters in what will see the brand’s products listed on the ecommerce platform. Also, the CBD For Life products will be on the shelves in six of the 245 locations that Urban Outfitters operates in Northern America and Europe.

Furthermore, one of iAnthus’ subsidiaries acquired a license to “manufacture, market and sell” select products from Blissiva. Based in Maryland, Blissiva produces and distributes medical cannabis products. The license will enable iAnthus to launch the select Blissiva products in a total of 11 states across the country. Some of the products that the company will avail to its customers include Balance Pen and others focused on the wellness, health and recreation for women.