Liquid Nutrition enlists Arlene Dickinson to open new stores

Liquid Nutrition Group: now Dragon powered. Toronto-based Liquid Nutrition Group – which operates a group of specialty stores specializing in “functional beverages” – announced today that it has partnered with Dragon’s Den star and Venture Communications owner Arlene Dickinson to open a group of new stores throughout Alberta and in Halifax. Nutrition Group currently operates stores […]

Liquid Nutrition Group: now Dragon powered.

Toronto-based Liquid Nutrition Group – which operates a group of specialty stores specializing in “functional beverages” – announced today that it has partnered with Dragon’s Den star and Venture Communications owner Arlene Dickinson to open a group of new stores throughout Alberta and in Halifax.

Nutrition Group currently operates stores in Quebec, Ontario and British Columbia. Dickinson and her management team are currently scouting locations – ideally within close proximity to fitness centres – and expect the first store(s) to open within six months.

The marketing-executive-turned-TV-personality has sat on the board of Liquid Nutrition since the company was publicly listed in the spring of 2011, and is also a shareholder in the company.

Liquid Nutrition operates in a space Dickinson believes is poised for significant growth. She said Canadians are “looking for less-processed foods and more foods that are fresh, nutritious and close to us,” she said. “[Liquid Nutrition] answers that market need.”

Dickinson is not the first high-profile personality to establish business ties with Liquid Nutrition. Late last year, NBA star Steve Nash became an equity partner in the company and announced plans to open 20 stores in his native British Columbia – including some within a line of sports and fitness clubs bearing his name.

Nash is also one of the members of “Team Liquid,” brand ambassadors announced by the brand earlier this year that also includes NHL star Vincent Lecavalier and NFL quarterback Matt Ryan.

Dickinson’s decision to become a Liquid Nutrition franchisee stems from her ongoing involvement with the company, dating back to its invitation to sit on its board of directors.

“They were aware of my brand and what I like to invest in, and they approached me about participating on their board. As I learned more about the brand, I got to be more and more enamoured with it, and I think there’s a great opportunity here,” she said. “I believe it’s a brand we’re going to hear a lot more about in a very positive way over the next decade.”

Dickinson said she has “a lot of input” at the board level into how the Liquid Nutrition brand is positioned in the market. “There is a brand map in place and some really good strategy around how to take it to market,” she said. Venture Communications could “potentially” provide some marketing expertise, she said.

Liquid Nutrition has sold more than 70 franchises in the past year. It plans to open locations in Los Angeles. Late last year it announced that it had formalized a partnership with Liquid Nutrition Middle East – a group comprised of high-profile business leaders in the region – to introduce new franchises throughout the Middle East and North Africa, with the first store in Abu Dhabi.

Dickinson said she employs an umbrella strategy to investing that involves backing businesses that are poised to grow and evolve. Food meets that criteria because of its fundamental nature, while companies pursuing a health and wellness strategy are particularly attractive.

Brands Articles

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips

Are men underserved by online retailers or just more critical?

How gender is impacting online shopping habits and what retailers can do about it