PharmaDrug’s Super Smart division has launched its Slim Winkel brand online retail platform in the U.S., providing functional mushroom products and information with an eye to expanding into psychedelics should they become legal in the U.S.
“This store is the culmination of over two decades of personal experience with plant medicine, including superfoods and functional mushrooms, and I couldn’t be more excited to launch,” said Harry Resin, president of Super Smart, in a statement. “My life has been positively impacted through the consumption of these products and I am thrilled to have the opportunity to share them with the world.”
PharmaDrug’s decision to build and launch the online store stems from a shift in Super Smart’s short-term strategy due to the coronavirus pandemic. Super Smart launched the Slim Winkel brand late last year with plans to build a major flagship superstore in Amsterdam as its new retail concept in early 2021. However, The Netherland’s lockdown measures—much stricter than those in Canada or the U.S.—convinced the company to put its brick-and-mortar strategy on hold until restrictions in the country loosened.
“In the meantime, management believes that Super Smart is better off developing its brand and business by establishing an online retail strategy under its Slim Winkel brand,” the company said. “To that end the strategy lent itself to also launching a platform in the U.S. where brand building distribution could extend an even further reach. The platform in the U.S. will also enable Super Smart to capitalize on an already established distribution model should psychedelics legalize in the U.S.”
Slimwinkel.com provides informative blogs and educational tips for consumers to integrate mushrooms into their lifestyle. The website also sells a curated selection of functional mushrooms in the U.S. and Europe, as well as psilocybin truffles in The Netherlands, where the psychedelics are legal.
