Omura Tackles A Crowded Vape Tech Market…

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Omura XLE

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Vape expertise is a troublesome area to be in nowadays. Not solely are there loads of rivals, however latest laws just like the PACT Act have positioned restrictions on how or whether or not or not vape merchandise may be despatched within the mail, additional limiting buying choices for shoppers and hampering a model’s attain.

Omura is one such vape tech firm that makes a handheld dry flower vaporizer with a catch that makes the corporate’s product stand out: quite than loading flower immediately right into a vaporizing chamber, as an alternative there’s a pencil-shaped gap the place a “flowerstick” is inserted. It’s excellent for vape shoppers who need to management their dose, are involved about mess, or for whom a extra discrete and fewer combustion-focused technique of consuming is desired.

The corporate has come a great distance since its inception, introducing new bells and whistles for various kinds of shoppers, like flowersticks with floor flower infused with THCA diamonds, which enchantment to heavier hashish customers, or empty flowersticks, which permit shoppers to grind and deposit their very own flower, very like loading up a pre-rolled cone to smoke as a joint.

I caught up with Omura’s Chief Advertising and marketing Officer Shannon Reed to seek out out extra concerning the firm, its tech, and the place it’s heading subsequent.

Shannon Reed, CMO of Omura


JB: Inform me about your background. How did your path lead you to the hashish trade? 

SR: As a model marketer with a decade of expertise constructing world client centered manufacturers, I’ve labored on among the largest manufacturers on the earth together with Samsung, Google, Tinder and Bacardi. All through my profession, I’ve centered on advertising and marketing primarily based on deep client insights, and developed novel digital experiences for Google Star Wars in addition to Tinder’s Swipe Evening. In 2019, I labored on my first hashish undertaking and helped Cresco Labs launch in California. I later joined the Omura crew as Chief Advertising and marketing Officer, the place I make the most of my {hardware} and expertise background to advertise a plant that I’m enthusiastic about.

JB: Warmth-not-burn expertise has been round for awhile; gaining reputation initially outdoors of the US. Are you able to inform us extra about Omura’s patented expertise and why it’s gaining reputation within the US market?

SR: The Omura Sequence X is a primary of its form entire flower vaporizer with a twin warmth supply oven inside. The oven makes use of “Heat-not-Burn” expertise to softly warmth the entire flower via a patented warmth curve. Our warmth curve expertise creates an optimum temperature profile all through the course of your entire Omura session, producing gradual and regular results for a managed and constant expertise. Tobacco heating techniques and heat-not-burn merchandise have been first launched in Japan in 2016, and are at the moment obtainable in 69 markets outdoors of the US. Whereas tobacco heat-not-burn merchandise usually are not as standard within the US, demand for discreet and design-focused hashish units are rising as shoppers grow to be extra educated and search for new methods to take pleasure in flower in a means that matches simply with their life-style. 

JB: For individuals who are unfamiliar together with your model, what differentiates Omura out of your rivals? How does the expertise improve the flower’s flavors and results?

SR: The Sequence X gives each high and low warmth setting. An necessary a part of the hashish plant are the terpenes, that are the fragrant oils and flavors launched within the trichomes of the plant. One of many different benefits of the Omura Sequence X is that the vapor has very minimal odor. On the similar time, Omura’s warmth curve expertise releases the terpenes contained in the plant and preserves the integrity of the cannabinoids to allow them to work in live performance so you may really style the terpenes and the flower. In hashish, these synergies are referred to as the entourage impact, or when terpenes and cannabinoids work collectively to provide extra enhanced and therapeutic results. Like having fun with a glass of craft wine, the expertise of hashish flower is a sensory expertise and can contain an appreciation of the terpenes in addition to the style of the flower. 

JB: Why did the corporate decide to make use of “flowersticks” and what’s the profit?

SR: The Omura excessive is a social excessive. As a result of every flowerstick is thoughtfully dosed to comprise 170mg and final roughly three minutes per session, the patron can layer sticks to attain their desired excessive and tailor their experiences in a very new means. Common hashish customers to canna-curious adults will love how straightforward the Sequence X makes it to ship the correct quantity every time. There isn’t any burning, no smoke, no mess, and no guesswork. Omura’s single-use compostable flowersticks additionally supply a extra hygienic choice when smoking in social settings. Omura is conveniently designed for each in-home use or a busy, on-the-go life-style. 

JB: Omura gives CBD flowersticks, empty DIY flowersticks, and pre-filled THC sticks from model companions in choose U.S. markets. Who’s the focused Omura client?

SR: Hashish shoppers’ tastes are undoubtedly maturing with the broader trade, and  our crew is consistently fine-tuning our product line primarily based on buyer suggestions. By providing such quite a lot of decisions and the flexibility to layer flowerstick doses, Omura speaks to the preferences and desires of each type of hashish consumer, from the skilled heavy hitter to the primary timer.

We additionally particularly launched our empty flowersticks to make the Omura accessible to as many shoppers as doable. With this providing, adult-use shoppers and sufferers alike have the choice to expertise our heat-not-burn expertise with their favourite flower that they know and belief. 

JB: Omura revamped the Sequence X for the vacations with a newly launched Black Sequence X restricted version machine. Speak us via the reasoning behind Omura’s precedence on subtle design and particulars on the Sequence XLE.

SR: From the start, introducing a tool with a smooth design has been a precedence for us, which is why we collaborated with famend industrial designer Michael Younger to develop the unique Sequence X. There’s a hole available in the market for luxurious, design-forward hashish equipment –and we knew we had the experience to deal with this underserved sector. The Sequence X Restricted Version is our most superior providing up to now. We made 1,000 XLEs for the Holidays utilizing knurled magnesium casing, every engraved with their very own collectors quantity. Every machine additionally comes with a restricted version Flowerstick™ Holding Charging Base. 

JB: The Omura machine and empty flowersticks can be found in retail shops throughout Switzerland and Luxembourg, along with European e-commerce websites resembling Planet of the Vapes and Herbalize. What’s Omura’s method to rolling out internationally and competing within the European market? 

SR: In rising hashish markets, the fast response is commonly to pursue plant-touching alternatives. Europe’s distinctive client habits and hashish rules have created an optimum setting to introduce heat-not-burn hashish merchandise. Flower, within the type of hemp and medical hashish, are at the moment essentially the most accessible types of the plant, however European people who smoke will doubtless not embrace joints like People have –given their choice for discretion. Omura has been capable of strategically place itself early on because of distinctive e-commerce alternatives not at the moment obtainable within the U.S.. Vaporizer units may be legally bought on dozens of e-commerce websites, together with Amazon. These platforms have allowed us to generate early model consciousness and domesticate worldwide buyer relationships.

JB: What learnings do you suppose American operators can apply when launching within the European market?

SR: Europe’s regulated hashish trade is in its early innings, however demand is appreciable, though the market is primarily serving medical sufferers. Corporations that put money into European distribution channels now are getting into the trade at the start of the bell curve. International locations which might be both accelerating adult-use legalization timelines or scaling cultivation capabilities, resembling Germany and Switzerland, are optimum areas for U.S.-based vape corporations to seize extra market share.

JB: Omura simply launched a tool in partnership with fashionable smoking equipment model Home of Puff. Are you able to inform us extra about this collaboration and the way Omura goes about selecting model companions & collaborators?

SR: Omura strives to associate with manufacturers that assist transfer the dialog round hashish legalization and accessibility ahead. Home of Puff has made loads of headway on this motion via its fashionable life-style equipment and by welcoming new audiences into the hashish area as a powerful female-owned model. To make sure product consistency throughout our associate manufacturers, we established sturdy Flower Model Requirements which might be met by all growers, guaranteeing no trim or chemical additions within the sticks — solely 100% pure flower. We consider in working with manufacturers which have a demonstrated monitor file of rising distinctive flower, as style and high quality are such necessary elements of the Omura expertise. 

JB: Many corporations are starting to deal with among the unfavorable environmental features of the hashish trade. How does Omura emphasize sustainability, particularly when it’s promoting disposable merchandise?

SR: Omura prioritizes sustainable practices all through the product growth and manufacturing lifecycle. Our flowersticks are made with FSC licensed paper from responsibly managed forests that present environmental, social and financial advantages. Moreover, our machine packaging is sourced from recycled paper and supplies so as to take away as a lot plastic from our provide chain as doable. The one plastic we do use is in our flowerstick trays, that are additionally made with sustainable plant primarily based fibers to attenuate our environmental footprint.

JB: What can we anticipate from Omura over the following yr?

SR: Omura plans to speed up its world growth, together with new launches throughout Europe with key retailers and distribution companions in Switzerland and doubtlessly Germany. Customers also can anticipate product launches spanning our Fill Your Personal Sticks and continued {hardware} enhancements. With technical innovation on the forefront of our platform, we goal to constantly enhance the Omura expertise for the more and more subtle hashish client.

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