Pure Holding

What Pure Holding does

Pure Holding AG is a privately held Swiss cannabis operator headquartered in Zeiningen, Switzerland, structured as a vertically integrated group across four core subsidiaries: Pure Production AG (cultivation, processing, and distribution), Puregene AG (cannabis genomics and molecular breeding, in partnership with ETH-Zürich), Pure Pharma AG (medical cannabis, Swissmedic-approved), and majority-owned GreenLee AG (wholesale cannabis flower). The group was founded in 2017, expanded via the 2022 acquisitions of Black Storm and GreenLee to approximately CHF 30 million in revenue, and operates with 101-250 employees across headquarters in Zeiningen and a production facility in Laufenburg.

The company's platform spans the full seed-to-sale value chain, anchored by Puregene AG's molecular breeding program and the cannabis industry's first fully phased super-pangenome, which underpins trait licensing, tailor-made variety development, and elite variety offerings protected by plant-genetics IP. Cultivation is conducted under organic, Bio, and GACP standards, with documented production scale of 750,000 plants (300 tonnes of biomass, 2019 operation) and a 0.5-hectare outdoor THC cultivation plot. Pure Distribution places products in over 4,000 Swiss points of sale through the Valora Group k-talk kiosk partnership, owned e-commerce stores (pure-cannabis.com for Switzerland, pure-cannabis.eu for the EU), and white-label/bulk wholesale channels, while supplying exclusive THC products to government-approved pilot projects WEED CARE (Basel), Züri Can (Zurich), and SCRIPT (Bern).

The business model is multi-stream. B2C revenue derives from branded CBD consumer products (oils, cosmetics, flowers, food) sold via e-commerce and retail; B2B revenue includes bulk raw materials, white-label and private-label CBD/CBG products with bottling and packaging, customized formulations for cosmetics, topicals, and food, and Puregene's licensing and tailor-made variety fees. Government pilot project supply and medical cannabis distribution through Pure Pharma AG add regulated revenue streams. Pricing for B2B services is quote-based and not publicly disclosed; consumer pricing is set by retail partners. The customer base spans Swiss consumers, multinational corporations seeking regulated entry into cannabis, B2B white-label partners, pharmacies via pilot projects, and government/academic research consortia.

Name

Pure Holding

Legal name

Pure Holding AG

Website

https://pureholding.ch

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Pure Holding AG is a Swiss vertically integrated cannabis operator spanning genomics, cultivation, processing, and distribution. It produces CBD consumer products, supplies exclusive THC cannabis to Europe's first government-approved pilot projects, and licenses proprietary cannabis genetics.

Ownership category

akta.pro rank

Product category

Cannabis Cultivation and Products

NAICS

All Other Health and Personal Care Retailers (456199)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Cannabis Dispensary + Ancillary Retail (Accessories, CBD/Hemp, Merchandise) (CRANAFAH)

akta.pro secondary industries

Cannabis Dispensary + Delivery/Online Pickup (Omnichannel Retail) (CRANAFAG), CBD/Hemp Wellness & Supplements Retail (CRANAHAC), Hemp Flower & Pre-Roll Retail (Non-Dispensary) (CRANAHAE)

Keywords

• Cannabis cultivation
• CBD products
• Medical cannabis
• Cannabis genetics
• White-label manufacturing

Headquarters

HQ city

Zainingen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales (B2C): Sale of branded CBD products including oils, cosmetics, flowers, and food through own e-commerce platforms (pure-cannabis.com for Switzerland, pure-cannabis.eu for EU) and over 4,000 retail points of sale in Switzerland.
2. Wholesale & Bulk: High quality CBD products such as extract, flower and cosmetics sold in bulk to B2B customers. Raw materials exclusively produced, analyzed and processed in Switzerland.
3. White Label / Private Label: Substantial white label offering allowing partners to market their own brand using Pure's high quality products. Includes bottling, packaging and labelling services. Available for CBD and CBG products.
4. Customized Product Development: Joint product development with customers in food technology, cosmetic applications, process engineering and biotechnology. Formulations based on Cannabis Sativa for cosmetics, topicals, and food products.
5. Medical Cannabis (Pure Pharma AG): Pure Pharma AG supplies the Swiss market with medical cannabis products, receiving approval from Swissmedic to distribute medical cannabis.
6. Genetics Licensing (Puregene AG): Three types of products: trait licensing, tailor-made varieties and elite varieties. Products equipped with unique IP protection for cannabis genetics.
7. Pilot Project Cannabis Supply: Exclusive supplier of THC cannabis products for government-approved Swiss pilot projects including WEED CARE Basel and Züri Can, producing six products per project from Swiss organic production.
8. Wholesale Flower Market (GreenLee): GreenLee specializes in the European wholesale cannabis flower market, with products sold in Valora kiosks and online.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

Pure Holding AG is a vertically integrated Swiss cannabis company that cultivates, processes, and distributes CBD and THC cannabis products including flowers, oils, cosmetics, food, and medical-grade cannabis. The group operates through subsidiaries spanning genomics and molecular breeding (Puregene AG), cultivation and production (Pure Production AG), pharmaceutical-grade distribution (Pure Pharma AG), and wholesale flower brands (GreenLee AG and Blackstorm), with products sold across 4,000+ Swiss retail points of sale and through owned EU e-commerce platforms.

Product overview

Pure Holding AG operates as a vertically integrated cannabis group comprising multiple subsidiaries along the seed-to-sale value chain. The core holding encompasses Pure Production AG (cultivation, processing, and distribution), Puregene AG (genomics and molecular breeding), Pure Pharma AG (medical cannabis), and GreenLee AG (wholesale/recreational flowers). Product offerings span consumer-facing CBD products (oils, cosmetics, flowers, food) sold under the Pure brand and via white-label/ bulk channels, alongside THC cannabis products supplied exclusively to government-run Swiss pilot projects. Puregene AG's genetics division licenses traits and sells tailor-made and elite cannabis varieties built on the industry's first fully phased cannabis super-pangenome. The portfolio also includes customized product formulations for B2B clients in food, cosmetics, and topicals. All products are Swiss-sourced, with the group claiming leadership across over 4,000 points of sale in Switzerland and active distribution across Europe.

Differentiator

Problem solved

Functional benefit

Brands

• GreenLee: Premium cannabis flower product line including Kim's Selection (spicy, nutty aroma) and Lee's Choice (earthy, fruity, sweet) varieties, sold in Swiss kiosks through Valora Group partnership
• Pure CBD
• SPACE WEED
• Pure Consumer Products

Products and services

• Pure Consumer Product Line (CBD Flowers, Oils, Cosmetics, Food) The Pure branded consumer product line encompasses indoor, outdoor, and greenhouse CBD flowers that are market leaders in Switzerland, listed in over 4,000 points of sale, plus CBD oils, cosmetics, and food products incorporating know-how from Pure's leading cannabis research.
• Raw Material & Bulk CBD High-quality CBD products including extract, flower, and cosmetics sold in bulk to B2B customers, exclusively produced, analyzed, and processed in Switzerland.
• White Label CBD & CBG Products White label and private label CBD and CBG products enabling clients to build their own brand using Swiss quality products. Includes bottling, packaging, and labelling services.
• Customized Cannabis Product Formulations Joint product development service in food technology, cosmetic applications, process engineering, and biotechnology. Formulations based on Cannabis Sativa covering food products (energy drinks, candy, tea, oil), cosmetics (skincare, massage oil, balm, lotion), and topicals (toothpaste, shampoo, athlete applications).
• Puregene Trait Licensing Licensing of proprietary cannabis traits developed through Puregene AG's molecular breeding program. Customers gain access to the latest innovations including novel cannabinoids, with unique IP protection built into the licensed genetics.
• Puregene Tailor-Made Cannabis Varieties Custom cannabis variety development service leveraging Puregene AG's breeding program based on molecular biology, biochemistry, bioinformatics, and genomic sciences. Varieties are engineered to meet specific customer requirements.
• Puregene Elite Cannabis Varieties Pre-developed high-performing cannabis varieties offered by Puregene AG, built on the company's world-leading breeding program and genomic sciences platform based on the cannabis industry's first fully phased super-pangenome.
• GreenLee Cannabis Brand (Kim's Selection, Lee's Choice) GreenLee AG is a majority-owned subsidiary of Pure Holding specializing in premium cannabis flower products. GreenLee products (Kim's Selection with spicy, nutty aroma; Lee's Choice with earthy, fruity, sweet profile) are available through Pure's online store and at Valora Group's k-talk kiosk network in Switzerland.
• Pure Pharma Medical Cannabis Pure Pharma AG is a Pure Holding subsidiary specializing in medical cannabis products for Swiss patients. Ensures the best possible quality for pharmaceutical applications and holds Swissmedic approval for distribution.
• THC Pilot Project Cannabis Products THC-containing cannabis products produced exclusively for government-approved Swiss pilot projects (WEEDCARE Basel, Züri Can, SCRIPT Bern). Products include four flower varieties and two hashish extracts, all Swiss-grown and organically produced, meeting FOPH requirements.

Quantifiable outcome

• 87 kg of legally produced Swiss-grown cannabis distributed over two years through WeedCare pilot study
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Grashaus ProjectscoreStrategic or Co-development Partner · 1 July 2025Since July 2025, Pure is the official supplier of Grashaus Projects. Partnership involves sustainable Living Soil cultivation under Bio and GACP standards, AI-driven genetics technology, and exclusive cannabis genetics. Grashaus Projects provides a platform for Pure to showcase its cultivation and technology capabilities.
• Black Storm (acquired majority stake)coreStrategic or Co-development Partner · 1 May 2022Pure Holding AG acquired a majority stake in Black Storm, strengthening positioning in extraction, processing and product development of innovative cannabis products. Combined with GreenLee, this positions Pure in the European wholesale cannabis flower market.
• GreenLee AG (acquired majority stake)coreChannel Partner/ Reseller/ Distributor · 1 May 2022Pure Holding AG acquired a majority stake in GreenLee AG, establishing a strong position in the European wholesale cannabis flower market. GreenLee products (Kim's Selection, Lee's Choice) are distributed through Valora kiosks and online.
• Valora GroupcoreChannel Partner/ Reseller/ DistributorSwiss retail giant Valora collaborates with Pure to elevate cannabis product standards. Pure's GreenLee product line (Kim's Selection, Lee's Choice) is distributed through Valora's k-talk kiosks nationwide, providing broad retail reach.
• ETH-ZürichcoreStrategic or Co-development PartnerJoint academic effort on molecular breeding between Pure Holding AG and ETH-Zürich, Europe's highest ranking research university. This collaboration underpins Puregene AG's world-leading breeding program and the deciphering of the cannabis industry's first fully phased super-pangenome.
• CANNAVIGIAsupportingTechnology or IntegrationCANNAVIGIA's Cannabis Dispensary System (CDS) is used for tracking the entire cannabis inventory in pilot projects, ensuring full traceability from production to dispensing at pharmacies.
• WeedCare Study Partners (Basel)coreStrategic or Co-development PartnerPure served as exclusive cannabis supplier for the WeedCare study, collaborating with Gesundheitsdepartement des Kantons Basel-Stadt, Universitäre Psychiatrische Kliniken UPK Basel, University of Basel, Psychiatrische Dienste Aargau AG (PDAG), and Federal Office of Public Health FOPH.
• University of Bern / University of LucernecoreStrategic or Co-development PartnerPure contributes cannabis products to the SCRIPT pilot study conducted by University of Bern and University of Lucerne, examining regulated access through pharmacies and its impact on consumption behavior.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Emerging players

• Synbiotic SE: German-listed cannabis holding company building a vertically integrated European cannabis platform across cultivation, CBD products, and medical cannabis. Emerging player peer with a comparable DACH-focused vertically integrated strategy and capital markets access.

Direct peers

• Cansativa: German cannabis platform providing B2B distribution, pharmacy marketplace, and EU-GMP compliant logistics for medical cannabis. Direct peer in the regulated European cannabis distribution and pharmacy-supply layer that both Pure and Cansativa operate within.
• Demecan: German vertically integrated medical cannabis producer with cultivation, processing, and distribution across Germany. Direct peer because both operate as regulated, vertically integrated European cannabis platforms serving medical and pilot/recreational channels under strict national authorizations.
• Cantourage: Berlin-based medical cannabis distributor and processor sourcing and distributing EU-GMP cannabis flower and extracts to German pharmacies. Direct peer because both serve regulated European cannabis distribution with pharmacy-led channels and wholesale B2B models.
• Four 20 Pharma: German medical cannabis producer and distributor serving German pharmacies with EU-GMP flower. Direct peer operating in the same regulated medical cannabis segment with comparable cultivation, quality certifications, and pharmacy distribution.
• Sanity Group: German cannabis company operating across medical cannabis, CBD consumer products, and cultivation/processing. Direct peer because both span CBD consumer, medical, and THC-adjacent regulated channels in DACH with vertically integrated production.
• Avextra (formerly Cannamedical): German medical cannabis company focused on EU-GMP cultivation, extraction, and pharmacy distribution. Direct peer in the regulated European medical cannabis value chain with comparable pharmacy-channel go-to-market.

Broad incumbents

• Aurora Cannabis: Canadian cannabis producer with established European medical cannabis operations including Germany. Broad incumbent that competes with Pure for European medical cannabis share and recreational pilot project supply contracts, with substantially greater scale.
• Canopy Growth (including Canopy Medical): Global Canadian cannabis incumbent with European medical cannabis distribution and cannabinoid research programs. Broad incumbent peer because it overlaps with Pure's medical cannabis and genetics/breeding positioning and is actively pursuing European recreational opportunities.
• Tilray Brands: Global cannabis incumbent with extensive medical and recreational operations across Europe including Germany. Broad incumbent relevant because it competes for the same European pharmacy, pilot project, and wholesale customers Pure serves, with much greater capital and product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pure-production-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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 Pure Holding