Sanity Group

What Sanity Group does

Sanity Group GmbH is a Berlin-based, multi-brand cannabis company founded in 2018 by Finn Hänsel and Fabian Friede, focused on unlocking the health benefits of cannabinoids across medical, pharmaceutical, and consumer-wellbeing applications. Its operations are organized through wholly owned subsidiaries including Vayamed (cannabinoid-based medicines and extracts), avaay Medical (prescription medical cannabis flowers tiered into SIGNATURE premium, standard, and SIMPLE budget lines), Endosane Pharmaceuticals (clinical-stage drug development with a Phase II cannabinoid-based schizophrenia therapy and an exclusive license to PreveCeutical Medical's Sol-Gel nasal delivery technology), Belfry Medical (medical devices and digital health applications), and vaay (CBD lifestyle and hemp-based consumer products). The medical cannabis flower portfolio is sourced from exclusive international cultivation partners in South Africa, Portugal, Canada, and Uruguay using craft methods (hybrid greenhouses, aquaponic Living Soil, low-temperature hang-drying, hand trimming).

The business model combines wholesale B2B distribution of prescription medical cannabis through pharmacies in Germany and exclusive distribution partners in Switzerland, Poland, Portugal, Malta, and the UK; pharmaceutical R&D and licensing (Sol-Gel technology, Endosane clinical pipeline); regulated recreational pilot participation (Swiss Basel-Landschaft); co-development partnerships (Curaleaf Laboratories UK); and consumer goods (vaay) via e-commerce and specialty retail. Revenue scaled from approximately €9 million in 2023 to €60 million in 2025, with gross margin expanding from 15% to 47% and the company reaching positive EBITDA in 2025. Following an April 2026 acquisition by Canadian licensed producer Organigram Global Inc. for €107.3M upfront plus up to €113.8M in earnouts, Sanity Group operates as Organigram's European platform across medical cannabis, pharmaceutical R&D, recreational pilots, and wellbeing products.

Name

Sanity Group

Legal name

Sanity Group GmbH

Website

https://sanitygroup.com

Company type

Private

Founded year

2018

Operating status

Acquired

Headcount range

51–100 employees

Short description

Sanity Group is a Berlin-based cannabis company (founded 2018) developing medical cannabis flowers, pharmaceutical cannabinoid therapies, and CBD lifestyle products through subsidiaries Vayamed, avaay Medical, Endosane Pharmaceuticals, and vaay; acquired by Organigram Global in April 2026 as its European platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Medical Cannabis Distribution (B2B Wholesale): Wholesale distribution of medical cannabis flowers (avaay Medical brand) and pharmaceutical cannabis products (Vayamed brand) to pharmacies and physicians across Germany, Switzerland, Poland, Portugal, and Malta via exclusive distribution partners.
2. Consumer Goods (CBD Lifestyle & Natural Cosmetics): Direct-to-consumer sales of CBD-based lifestyle products under vaay brand (Snooze, Unwind, Activate categories including vapes, skincare, sleep sprays) and previously functional natural cosmetics under This Place (spun off in 2023). Sold via own e-commerce, retail stores, and select retailers like Niche Beauty and Ludwig Beck.
3. Pharmaceutical R&D and Licensing: Pharmaceutical product development through Endosane Pharmaceuticals (Phase II clinical trials for cannabinoid-based schizophrenia treatment) with exclusive licensing arrangements such as the Sol-Gel technology in-licensing from PreveCeutical Medical for cannabinoid delivery applications.
4. International Strategic Partnerships and Co-Development: Revenue from co-development and commercial partnerships (e.g., Curaleaf Laboratories UK partnership for medical cannabis products) and pilot project revenues from regulated recreational cannabis pilots (e.g., Swiss Basel-Landschaft pilot).
5. Wellbeing and Medical Cannabis Extracts (Production): Production and sales of cannabis extracts from production facility near Frankfurt am Main, supplying medical-grade extracts to pharmaceutical markets.

Pricing tiers

Go-to-market motion5 records

Distribution channels9 records

Marketing channels7 records

Core offering

Sanity Group is a Berlin-based cannabis life-sciences company that develops, produces, and distributes medical cannabis flowers (avaay Medical brand) and cannabinoid-based pharmaceutical products (Vayamed and Endosane Pharmaceuticals), alongside CBD lifestyle and wellbeing consumer goods (vaay brand). The company operates an integrated value chain spanning exclusive international cultivation partnerships, EU-GMP compliant extract production in Frankfurt am Main, pharmacy distribution across Europe, and clinical-stage pharmaceutical R&D targeting neurological and psychiatric disorders.

Product overview

Sanity Group operates as a multi-brand cannabis-focused holding company rather than a single unified product. The company is a platform-plus-modules architecture in which the parent Sanity Group GmbH (Berlin) coordinates sub-brands spanning two major pillars: a medical pillar (Sanity Medical) grouping Vayamed (cannabinoid-based medicines and extracts), avaay Medical (medical cannabis flowers distributed via pharmacy prescription in Germany and exported to Switzerland, Poland, Portugal, and Malta), Endosane Pharmaceuticals (clinical-stage pharmaceutical development around the endocannabinoid system, with a Phase II schizophrenia drug and a Sol-Gel nasal delivery license), and Belfry Medical (medical devices and digital applications); and a consumer pillar grouping vaay (CBD cosmetics and hemp-based lifestyle products such as reusable vape pens and skincare) and, until July 2023, This Place (functional natural cosmetics, since spun off via MBO). Operational infrastructure includes a cannabis extract production facility near Frankfurt am Main, and, since April 2026, the company forms Organigram Global's European platform.

Differentiator

Problem solved

Functional benefit

Brands

• vaay: Cannabis-lifestyle brand offering CBD-based wellbeing products (cosmetics, sleep aids, vape pens) under categories Snooze, Unwind, and Activate
• avaay Medical
• Vayamed
• Endosane Pharmaceuticals
• Belfry Medical

Products and services

• avaay Medical Medical cannabis flower brand offering non-irradiated, high-quality cannabis blossoms with carefully selected genetics, strong THC potency, distinctive terpene profiles, and patient-friendly pricing. Range includes avaay SIGNATURE premium line and avaay SIMPLE budget line; available on prescription in German pharmacies and distributed internationally via exclusive partners.
• Vayamed Specialises in the development and distribution of innovative cannabinoid-based medicines for the European market, focused on making cannabis-based medications broadly accessible to physicians, pharmacists, and patients. Offers special products distributed through exclusive partners in Switzerland, Poland, Portugal, and Malta.
• Endosane Pharmaceuticals Berlin-based pharmaceutical company focused on researching and exploiting the endocannabinoid system to treat neurological, neuropsychiatric, and psychiatric disorders. Currently in Phase II clinical trials for a cannabinoid-based drug targeting schizophrenia; portfolio covers schizophrenia, social anxiety disorder, and PTSD. Holds exclusive license to PreveCeutical Medical's Sol-Gel nasal delivery technology for cannabinoid products.
• Belfry Medical Medical products and digital applications arm of Sanity Group, developing devices and digital health solutions in the cannabinoid therapy space.
• vaay Cannabis lifestyle brand offering high-quality CBD cosmetics and hemp-based lifestyle products designed to promote balance and mindfulness. Product categories cover Snooze, Unwind, and Activate; range includes reusable vape pens with replaceable cartridges and skincare/wellness products.

Quantifiable outcome

• Annual revenue grew from €9 million in 2023 to €60 million in 2025 — a more than six-fold increase.
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, minor and core.

• Curaleaf LaboratoriesflagshipStrategic or Co-development Partner · 26 February 2026Strategic partnership announced February 26, 2026 to develop, manufacture, and commercialize innovative medical cannabis products for UK patients and healthcare professionals. Combines Sanity Group's international expertise in cannabinoid-based therapeutics and pharmaceutical IP with Curaleaf Laboratories' MHRA-approved infrastructure and compliance framework. First products expected available on prescription for clinicians on the UK Specialist Register from Q1 2026.
• GILKENAL S.A. (Uruguay)minorStrategic or Co-development Partner · 30 August 2023Uruguayan cultivation partner supplying Lemon Sherbet (Indica) cultivar for avaay Medical's avaay SIMPLE budget line.
• Chroni-Co (South Africa)coreStrategic or Co-development Partner · 26 July 2023Exclusive South African cultivation partner for medical cannabis. Produces CO2-neutral craft cannabis in small batches in the Western Cape wine region using hybrid greenhouse systems. Slurricane and Blueberry Haze cultivars sourced from this partner for avaay Medical.
• MHI Cultivo Medicinal (Portugal)coreStrategic or Co-development Partner · 26 July 2023Exclusive Portuguese cultivation partner, subsidiary of MediCane Health Inc. (Canada/Israel/Portugal). Operates GACP and EU-GMP compliant hybrid greenhouse. Provides Peyote Critical cultivar for avaay Medical.
• Medropharm AG (Switzerland)coreChannel Partner/ Reseller/ Distributor · 27 June 2023Exclusive Swiss distribution rights for at least eight THC flowers of selected avaay Medical cultivars plus Vayamed special products. Zurich-based partner. Sales launch coincided with Swiss Cannabis Act modification (August 2022) making cannabis flowers marketable as medicinal products. First flowers delivered to Swiss pharmacies in June 2023.
• CMK Pharma Sp. z o.o. (Poland)coreChannel Partner/ Reseller/ Distributor · 27 June 2023Exclusive Polish distribution partner for avaay Medical cannabis flowers and Vayamed extracts. Warsaw-based cannabis wholesale and clinic operator (CMK runs Centrum Medycyny Konopnej, a leading Polish cannabis therapy clinic). Targets Poland's strongly growing medical cannabis market.
• Alkannoli Lda (Portugal)coreChannel Partner/ Reseller/ Distributor · 27 June 2023Exclusive Portuguese distribution partner for medical cannabis products, based in Sintra. Responsible for distribution and upcoming product registration in the Portuguese market.
• E.J. Busuttil Limited (Malta)coreChannel Partner/ Reseller/ Distributor · 27 June 2023Exclusive Maltese distribution partner with first-class, long-established distribution channels to Malta's leading pharmacies. Pharmaceutical wholesale distributor for Sanity Group's medical cannabis products in Malta's dynamic and highly liberalized cannabis market.
• Habitat (British Columbia, Canada)coreStrategic or Co-development Partner · 21 June 2023Craft cannabis cultivation partner based in British Columbia using aquaponic system integrating bio-salmon farming with cannabis cultivation. Nutrient-rich water from salmon aquaculture fertilizes cannabis. Provides premium flowers for avaay SIGNATURE line.
• fuga (Quebec, Canada)coreStrategic or Co-development Partner · 21 June 2023Craft cannabis cultivation partner from Quebec using Living Soil (earth-based substrate with active soil biome maintained for four years) and organic principles. Provides premium flowers for avaay SIGNATURE line.
• SafriCanna (South Africa)coreStrategic or Co-development Partner · 25 January 2023Exclusive South African cultivation partner operating one of the largest and most modern hybrid greenhouses in South Africa. Provides Creamy Kees No. 5 cultivar (around 23% THC) for avaay Medical.
• Cannexpor Pharma (Portugal)coreStrategic or Co-development Partner · 25 January 2023Exclusive Portuguese cultivation partner from modern indoor facility. Provides Karel's Haze cultivar (28% THC) for avaay Medical brand targeting experienced patients.
• PreveCeutical Medical Inc.coreOEM/ Whitelabel/ Licensing Partner · 12 January 2023Exclusive license agreement (announced January 12, 2023) granting Endosane Pharmaceuticals (Sanity Group subsidiary) exclusive access and use rights to PreveCeutical Medical's Sol-Gel technology for cannabinoid product administration. The agreement includes further scientific and economic analysis of the technology, with expected significantly improved cannabinoid uptake vs conventional delivery methods. Endosane is in Phase II clinical trials for cannabinoid-based schizophrenia medication.
• FarmaGrowers (South Africa)coreStrategic or Co-development Partner · 4 October 2022Exclusive cultivation partner agreement for medical cannabis production in South Africa. FarmaGrowers is recognized for resource-conserving and sustainable cultivation concepts in a highly modern indoor facility. Provides exclusive supply of cultivars including Critical Kush, Royal Gorilla, and others to avaay Medical.
• Swiss Research Institute for Public Health and Addiction (ISGF)coreStrategic or Co-development PartnerScientific leadership partner for the two-year scientific pilot project in the Swiss canton of Basel-Landschaft for regulated recreational cannabis sales through licensed specialty stores, operated by Sanity Group.

Scale indicators9 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Demecan: Berlin-based German medical cannabis cultivator and distributor with direct overlap to Sanity Group's avaay Medical and Vayamed franchises; competes for pharmacy shelf space and physician prescriptions in Germany.
• Cansativa: German cannabis e-commerce and distribution platform serving pharmacies and patients with medical cannabis; directly comparable B2B/B2C medical cannabis model in the same regulatory environment as Sanity Group.
• Cannamedical Pharma: Cologne-based medical cannabis importer and distributor serving German pharmacies with a similar flower and extracts portfolio; competes head-to-head with avaay Medical and Vayamed for physician adoption.
• Nimbus Health: German medical cannabis distributor with EU-GMP-compliant products; comparable business model targeting German physicians and pharmacies with similar cultivar and extract offerings.

Broad incumbents

• Tilray Brands: Global cannabis leader with established European medical cannabis operations including Germany; broader product portfolio but directly competes for medical cannabis market share and physician relationships.
• Canopy Growth: Canadian-anchored global cannabis producer with European medical cannabis footprint (Spectrum Therapeutics); broader portfolio but overlapping German and EU distribution with Sanity Group's brands.
• Aurora Cannabis: Canadian licensed producer with significant European medical cannabis operations (Aurora Deutschland); competes in the same EU-GMP flower and extract category as avaay Medical.
• Organigram Global: Canadian licensed cannabis producer and parent of Sanity Group since April 2026; now the strategic acquirer/operator but historically a comparable cannabis peer with cultivation scale and pharmaceutical ambitions.
• Curaleaf Holdings: US multi-state cannabis operator whose UK subsidiary (Curaleaf Laboratories) is Sanity Group's strategic partner for MHRA-compliant manufacturing; comparable medical cannabis and pharmaceutical positioning.

Emerging players

• Jazz Pharmaceuticals: Owner of Epidiolex (cannabidiol) — the leading FDA/EMA-approved cannabinoid pharmaceutical; relevant comparable for Endosane Pharmaceuticals' pharmaceutical ambitions in cannabinoid-based drug development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SanityGroupEU
• Facebookfacebook.com/sanitygroup
• LinkedInlinkedin.com/company/sanitygroup
• Instagraminstagram.com/sanity_group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds9 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sanity Group