Strategic Expansion: Verano Solidifies MÜV's Dominance Across Florida with Crystal River Launch

Ownership and Market Position

Verano Holdings Corp. (Cboe CA: VRNO) (OTCQX: VRNOF), the company behind the MÜV brand, continues its aggressive retail expansion across the United States. As a vertically integrated multi-state cannabis operator, Verano owns and operates MÜV dispensaries, which have become one of the most recognized retail banners in the medical cannabis space. The latest milestone demonstrates how Verano’s strategic ownership and management of MÜV is reshaping the retail landscape in Florida.

New Location Strengthens Western Florida Presence

On September 19, 2025, Verano revealed the opening of MÜV Crystal River at 941 NE US Highway 19, a prime retail location with approximately 23,000 vehicles passing through daily. This launch brings Verano’s Florida MÜV footprint to 82 dispensaries, while the company’s total dispensary count nationwide reaches 158 locations. Crystal River, situated in Citrus County—a region home to over 150,000 residents—marks MÜV’s inaugural presence in the county, positioning the brand to serve a previously untapped patient community in western Florida.

The dispensary’s strategic location near Kings Bay Riverwalk offers patients convenient access alongside local dining, hospitality options, and natural attractions. This opening also complements Verano’s existing MÜV presence in nearby markets including Ocala, Spring Hill, and Port Richey, creating a robust regional network.

Operational Infrastructure Supporting Growth

Verano’s capacity to manage this expansion is backed by substantial infrastructure. The company’s operations span 13 states with 15 production facilities boasting over 1.1 million square feet of cultivation capacity. This vertical integration enables consistent product quality and supply chain efficiency across all MÜV locations.

Enhanced Product Portfolio and Patient Experience

MÜV Crystal River will operate Monday through Saturday from 9 a.m. to 7 p.m. and Sunday from 11 a.m. to 5 p.m., featuring an expanded range of cannabis products. Recent additions to Verano’s portfolio include Savvy’s innovative 10-pack barrel-style pre-rolls—designed for affordability without compromising quality—and Avexia’s award-winning topical line, featuring pain relief balm, lotion, and bath soak formulated with premium cannabinoids and essential oils.

The MÜV dispensary experience extends beyond in-store shopping. Patients can browse online menus at muvfl.com or use the MÜV mobile app to order for express pickup. The company provides complimentary one-on-one consultations—both virtual and in-store—alongside comprehensive concierge support via phone, email, web chat, and text.

Brand Portfolio and Market Strategy

Verano’s product ecosystem spans multiple consumer brands including Verano Reserve, Essence, Savvy, BITS, Encore, and Avexia, with offerings ranging from flower and pre-rolls to edibles, concentrates, and extracts. The company also operates the Cabbage Club, an exclusive annual membership program providing premium benefits for cannabis consumers across its Zen Leaf and MÜV banners.

This measured expansion reflects Verano’s commitment to capturing market share in high-potential regions while maintaining operational excellence and patient satisfaction across its multi-state footprint.