Drummond Munro

Drummond Munro is the Co-Founder and Chief Brand Officer of Superette, a leading cannabis retail and lifestyle brand in Canada.12 He has over a decade of experience working with top North American retail brands on strategy, design, real estate selection, and international expansion strategies.2

Munro co-founded Superette in 2019 with Mimi Lam, aiming to create a unique and differentiated approach to cannabis retail.1 Under his leadership, Superette has won multiple awards for brand identity and store design, revolutionizing traditional cannabis retail.12

As Chief Brand Officer, Munro is committed to rethinking the perceived norms of cannabis retail and pushing the boundaries of design and experiential retail.2 He views cannabis as an integral part of lifestyle and culture, and aims to destigmatize the plant while integrating it into customers' everyday lives.2

Superette, under Munro's guidance, has developed a distinctive retail concept that draws inspiration from familiar environments like diners, delis, and bodegas to create immersive, hyperlocal retail experiences.1 The company is known for its inclusive, fun-loving approach to cannabis and fashion.1

Munro's vision for Superette includes unexpected partnerships and innovative approaches to cannabis retail, always striving to surprise and delight customers while normalizing cannabis use.2