New Leadership to Guide the Journey for Growing Canadian Cannabis Brand YSS.

May 15, 2019, Toronto, Canada – Calgary-based Cannabis retailer YSSTM has appointed Theo Zunich to President, C.E.O. of the company and granted Mr. Zunich a seat on its board. Through Mr. Zunich’s leadership, YSS will continue on its mission to help ease new consumers’ confusion about cannabis and act as a fun, guiding experience for their customers.

The newly legal cannabis industry has had to learn about their consumers quickly. As new brands continue to enter the market and new product types like edibles, beverages and concentrates are legalized, this confusion will only get worse before it better. With 10 years of experience in investment banking, Mr. Zunich’s proven track record as a results-oriented leader will support this important next phase of YSS’s growth.

“The space is full of so much potential, but we found that most retailers are focusing on educating customers in a manner that assumes they are already educated. We’ve chosen to carve out a different approach, one that allows the familiarity of another form of experience, mainly travel, to be leveraged as a parallel of our consumer approach. The result is something familiar, but also unfamiliar at the same time,”  said Mr. Zunich.

YSS believes the world of legal cannabis is a new discovery for many people, one that they should be able to experience on their own terms. Taking this commitment one step further, the company has invested in the development of its own educational platform: the YSS Academy, which supplements the responsible sale and consumption training required by regulators and also presents some of the lighter side of cannabis knowledge, encouraging the brand’s community of staff and customers to learn together.  In addition, YSS is a member of the Global Cannabis Partnership, a network of industry leaders committed to raising the bar in terms of corporate social responsibility in the cannabis industry.

“The first seven months of the legalized cannabis market have been extremely encouraging from a consumer demand perspective, but they have also been largely overshadowed by market volatility, a supply shortage and regulatory challenges,” added Mr. Zunich.  “Our team, supported by our board, are more excited than ever at the prospects this nascent industry offers for Canadian consumers as well as our shareholders, and we look forward to continuing to execute on strategic and organic growth opportunities that underpin the company’s drive to deliver compelling value for shareholders. It’s a very exciting time for the YSS brand,” added Mr. Zunich

Under Mr. Zunich’s leadership, YSS will continue to build on its cross-country expansion, with one licensed-operational location open in, six other locations already built awaiting licensing across Alberta and plans for several more locations both in Alberta and Ontario over the next year.


About YSS:

YSS is a full-service cannabis retailer, specializing in guiding consumers through their journey of discovering the world of cannabis.  They are publicly listed on the TSX Venture Exchange under the ticker “SOLO” and on the Frankfurt Stock Exchange (WKN: A2PBMC).

For more information, visuals or to set up select interview opportunities with Mr. Zunich, contact:

Kaitlin Doherty

Managing Director – The Local Collective


Theo Zunich, President, CEO & Director

(403) 455-7656 /