Pure Options
Pure Options is a Michigan-based vertically integrated cannabis company operating 8 retail dispensaries. Founded in 2017, it cultivates flower via an affiliated Pro Gro facility and sells cannabis products through in-store, curbside, drive-thru, and delivery channels.
- Company typePrivate
- Founded2017
- HeadquartersLansing, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Pure Options does
Pure Options is a Michigan-based, vertically integrated cannabis company founded in 2017 and headquartered in Lansing. The company operates 8 retail dispensary locations across the state — five in Lansing (including the flagship Frandor store, plus East Lansing/Clippert, Lansing North, Lansing Midtown, and Lansing South, with a Dunckel Road delivery hub branded Lansing Express), plus Detroit, Muskegon Township, and Mt. Pleasant near Central Michigan University. It cultivates its own premium craft flower through an affiliated Pro Gro (PG Group) facility in Lansing that operates 13 grow rooms supporting 15,000+ plants, including exclusive genetics sourced via Archive Seed Bank, giving it differentiated SKU availability versus other Michigan dispensaries.
The company sells a broad cannabis product portfolio — flower, pre-rolls (including Jeeter-infused brands), concentrates, vaporizers, edibles, tinctures, topicals, CBD products, clones (Frandor-only), accessories, and apparel — across three customer segments: adult-use recreational consumers (primary), medical patients, and veterans seeking products for PTSD, anxiety, sleep, and pain. Its online channel supports menu browsing, online ordering for in-store pickup, curbside pickup, drive-thru pickup, and same-day delivery within service zones; the Pure Perks loyalty program, powered by the Terpli platform, drives repeat purchases via points, birthday rewards, and personalized offers. A Virtual Budtender tool on the website provides personalized product recommendations to extend budtender guidance beyond the store.
Pure Options generates revenue through direct-to-consumer retail cannabis sales, priced per product/weight, with competitive Michigan-market unit pricing, weekly specials, and loyalty-driven discounts. It is led by CEO and Partner Sam Usman Jr., is privately held with no disclosed institutional investors or parent company, and is recognized externally as one of High Times' 22 Best Brands of 2022 and in Marijuana Venture's retail design coverage of the Frandor flagship in 2023. Customer feedback — a 4.6-star Google rating across 433+ reviews — and its veteran-focused community programming form the core of its community-led growth motion.
Pure Options firmographics
Firmographics- Name
- Pure Options
- Legal name
- Pure Options
- Website
- https://pureoptions.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Pure Options is a Michigan-based vertically integrated cannabis company operating 8 retail dispensaries. Founded in 2017, it cultivates flower via an affiliated Pro Gro facility and sells cannabis products through in-store, curbside, drive-thru, and delivery channels.
- Ownership category
- akta.pro rank
Pure Options industry classification
Industry- Product category
- Cannabis Retail
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Health and Personal Care Retailers (456)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Cannabis Dispensary + Ancillary Retail (Accessories, CBD/Hemp, Merchandise) (CRANAFAH)
- akta.pro secondary industries
- Cannabis Accessories & Smoke Shops (Pipes, Papers, Grinders) (CRANAHAG), Cannabis Dispensary + Wellness/Apothecary Format (Supplements, Skincare, etc.) (CRANAFAJ), Cannabis Online Ordering for Dispensary Pickup (Click-and-Collect) (CRANAGAC)
Keywords
Where Pure Options is headquartered
LocationHeadquarters
- HQ city
- Lansing
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Pure Options business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Cannabis Sales: Revenue generated from selling cannabis products (flower, pre-rolls, concentrates, vaporizers, edibles, tinctures, topicals, CBD, clones, accessories, apparel) directly to adult-use recreational and medical cannabis consumers across 8 Michigan dispensary locations, with online ordering for in-store pickup, curbside, drive-thru, and delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price retail cannabis products across all categories |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Pure Options product offering
Product offeringCore offering
Pure Options is a vertically integrated cannabis company that operates 8 retail dispensary locations across Michigan, selling recreational and medical cannabis products including flower, pre-rolls, concentrates, vaporizers, edibles, tinctures, topicals, CBD, clones, and accessories. The company cultivates cannabis through its affiliated Pro Gro facility and distributes products via in-store retail, online ordering for pickup, curbside, drive-thru, and local delivery, supported by an AI Virtual Budtender tool and a Pure Perks loyalty program.
Product overview
Pure Options is a Michigan-based recreational and medical cannabis dispensary chain operating multiple retail locations. The company offers a diverse portfolio of cannabis products including flower, pre-rolls, concentrates, vaporizers, edibles, tinctures, topicals, CBD, clones, accessories, and apparel. Customers can shop in-store, online for pickup, or opt for delivery. The dispensary features a Virtual Budtender tool for personalized recommendations and a Pure Perks loyalty program for repeat customers. Same-day pickup, curbside, and drive-thru options are available at most locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Cannabis Flower
- Pre-Rolls
- Concentrates
- Vaporizers
- Edibles
- Tinctures
- Topicals
- CBD Products
- Clones
- Cannabis Accessories
- Apparel
- Virtual Budtender
- Pure Perks Loyalty Program
- Cannabis Delivery
Companies that use Pure Options
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Pure Options technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pure Options partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Archive Seed BankcoreArchive Seed Bank provides Pure Options' affiliated cultivation facility Pro Gro with exclusive cannabis genetics that are not available anywhere else in the Michigan market. This includes genetics from breeders like Fletcher who works directly with the Pro Gro team, enabling Pure Options to offer unique, craft cannabis strains unavailable at other dispensaries.
- TerpliminorTerpli is an integrated loyalty and rewards platform partner that powers Pure Options' Pure Perks loyalty program, providing the technology infrastructure for points earning, redemption, birthday rewards, and personalized offers.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Pure Options competitors and assessment
Company assessmentRegional players
- Ascend Cannabis Co. Michigan-headquartered cannabis operator with retail and cultivation footprint in the state, competing against Pure Options as a regional vertical peer anchored in the Midwest.
Broad incumbents
- Curaleaf Holdings: National cannabis MSO with Michigan retail and cultivation operations, competing with Pure Options on product breadth, brand portfolio, and pricing scale across overlapping Michigan geographies.
- Green Thumb Industries (RISE Dispensaries): Multi-state cannabis operator with RISE-branded retail locations in Michigan, offering broad product menus and competing on assortment, brand, and price against independent regional chains like Pure Options.
- Cresco Labs (Sunnyside): Multi-state cannabis operator with vertically integrated cultivation and Sunnyside-branded Michigan dispensaries, representing a scaled, well-capitalized incumbent comparable to Pure Options on operating model if not on scale.
Direct peers
- Michigan Supply & Provisions: Michigan-focused multi-location dispensary chain offering a broad cannabis menu including flower, pre-rolls, vapes, and edibles with active loyalty programming and competitive retail pricing.
- Lume Cannabis Co. Michigan-based vertically integrated cannabis operator with multiple retail locations statewide and in-house cultivation, competing head-to-head with Pure Options for adult-use and medical cannabis consumers in Lansing, Detroit, and surrounding metros.
- High Profile Cannabis: Michigan retail cannabis chain with multiple dispensary locations and vertically integrated cultivation, targeting the same adult-use recreational and medical segments as Pure Options.
- Sky Marijuana: Michigan cannabis dispensary chain operating multiple retail locations across the state with a similar broad product assortment and competitive pricing positioning, directly competing with Pure Options in shared geographies.
- JARS Cannabis: Multi-location Michigan cannabis dispensary chain with a comparable broad-menu retail format (flower, pre-rolls, vapes, edibles) and active loyalty program, competing for the same Lansing-area adult-use customers.
- Green River Dispensary: Michigan-based multi-store cannabis retailer offering flower, concentrates, edibles, and accessories, with overlapping customer base in Lansing-area and community-driven branding comparable to Pure Options' approach.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Pure Options social profiles
Digital presencePure Options financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Options leadership team
Management profileNumber of profiles
Profiles1 record
Pure Options funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Options M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Options
What does Pure Options do?
Pure Options is a vertically integrated cannabis company that operates 8 retail dispensary locations across Michigan, selling recreational and medical cannabis products including flower, pre-rolls, concentrates, vaporizers, edibles, tinctures, topicals, CBD, clones, and accessories. The company cultivates cannabis through its affiliated Pro Gro facility and distributes products via in-store retail, online ordering for pickup, curbside, drive-thru, and local delivery, supported by an AI Virtual Budtender tool and a Pure Perks loyalty program.
Is Pure Options a public or private company?
Pure Options is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Options founded?
Pure Options was founded in 2017. It employs 251 to 500 people.
Where is Pure Options based?
Pure Options is headquartered in Lansing, United States, in the North America region.
How does Pure Options make money?
One revenue line is on record: retail Cannabis Sales.
Who are Pure Options's main competitors?
Ascend Cannabis Co. is listed as a regional player. Broad incumbents are Curaleaf Holdings, Green Thumb Industries (RISE Dispensaries) and Cresco Labs (Sunnyside). Direct peers are Michigan Supply & Provisions, Lume Cannabis Co., High Profile Cannabis, Sky Marijuana, JARS Cannabis and Green River Dispensary.
Does Pure Options have an API?
No public API is recorded for Pure Options.
What industry is Pure Options in?
Pure Options's product category is Cannabis Retail. Its primary akta.pro industry code is CRANAFAH, Cannabis Dispensary + Ancillary Retail (Accessories, CBD/Hemp, Merchandise), with a secondary code of CRANAHAG, Cannabis Accessories & Smoke Shops (Pipes, Papers, Grinders). Its NAICS code is 459991 and its SIC code is 5940.