Proper Wellness Center

What Proper Wellness Center does

Proper Wellness Center is a privately held, locally owned cannabis dispensary operating two storefronts in Humboldt County, California (Eureka at 517 5th Street and Rio Dell at 116 Wildwood Ave), serving adult-use consumers and medical cannabis patients in a rural Northern California market where access to quality product and knowledgeable staff is a stated pain point. The core product is retail cannabis — flower, edibles, vapes, concentrates, and prerolls — sourced from local Humboldt brands and supplemented with major California brands such as 710Labs, Viola, Connected, Cookies, and AlienLabs. Distribution is omnichannel: in-store purchase, online ordering for in-store pickup, curbside pickup, and delivery, supported by long operating hours of 7am–10pm in Eureka and 9am–10pm in Rio Dell, seven days a week. The technology stack is minimal and not proprietary; the website is hosted on Squarespace and the online menu serves as the commerce layer, with no disclosed app, API, or AI components.

The business model is direct-to-consumer retail with a parallel wholesale arm. Retail revenue is driven by ticket-based transactions in-store and online, layered with a structured promotional stack: 40% off first visits, 40% off referrals, a price-match-plus-10% guarantee versus other Humboldt County licensed retailers, a loyalty/points system, a top shopper program, and veteran discounts, alongside everyday low-price SKUs ($1 pre-roll, $11 cartridge, $8 eighths). Always Proper Distribution, a wholly-owned subsidiary, adds a wholesale revenue stream that delivers Humboldt-sourced cannabis to other California retailers and offers delivery services to farms and brands, extending the company's reach beyond its two stores. Ancillary monetization includes branded apparel sold through a third-party Bonfire storefront, and customer engagement is maintained via a weekly newsletter authored by Ian Vargas and visible participation in regional events (Northern Nights, Reggae on the River, Cannifest, Wildwood Days).

Ownership is founder/operator-based with no disclosed institutional investors, parent company, or external funding. Leadership surfaces in source material as Tara (Owner), Matt (Founder), Matt Payton (Team Member), and Ian Vargas (Newsletter Author); headcount is approximately 6 employees total, and revenue is not disclosed. The company is operationally healthy and actively iterating across retail, wholesale, and merchandise lines, but its scale is small and its growth is bounded by a single-county retail footprint and dependence on a regulated commodity market.

Name

Proper Wellness Center

Legal name

Proper Wellness Center

Website

https://properwellnesscenter.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Proper Wellness Center is a privately held, locally owned cannabis dispensary operating two retail stores in Eureka and Rio Dell, Humboldt County, California, selling flower, edibles, vapes, concentrates, and prerolls to adult-use and medical consumers via in-store, curbside, pickup, and delivery channels, with a wholesale distribution arm (Always Proper Distribution).

Ownership category

akta.pro rank

Product category

Cannabis Retail

akta.pro primary industry

Dispensary-Owned Online Ordering & Delivery (Direct-to-Consumer) (CRANAGAE)

akta.pro secondary industry

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

Keywords

• Cannabis retail dispensary
• Recreational cannabis sales
• Cannabis pickup delivery
• Medical cannabis dispensary
• Cannabis wholesale distribution

Headquarters

HQ city

Eureka

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Cannabis Retail Sales: Brick-and-mortar dispensary retail model selling cannabis products including flower, edibles, vapes, concentrates, and prerolls. Revenue generated through in-store purchases, online orders for pickup/delivery, and curbside transactions. Also operates clothing/merchandise sales through Bonfire platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Proper Wellness Center operates two cannabis dispensary retail locations in Eureka and Rio Dell, Humboldt County, California, selling flower, edibles, vapes, concentrates, and prerolls from local Humboldt brands and major California brands. Customers can purchase in-store or order online for pickup, curbside pickup, or local delivery via a live online menu. The company also runs Always Proper Distribution, a wholesale channel that delivers Humboldt-sourced cannabis products to retailers across California.

Product overview

Proper Wellness Center operates as a multi-location cannabis dispensary with two retail locations in Eureka and Rio Dell, Humboldt County, California. The core offering centers on in-store and online sales of cannabis products including flower, edibles, vapes, concentrates, and prerolls from local Humboldt brands and top California brands (710Labs, Viola, Connected, Cookies, AlienLabs). Services include pickup, curbside pickup, and delivery with a live online ordering system. The company also maintains a distribution arm called 'Always Proper Distribution' serving retailers across California, a weekly newsletter, and a branded merchandise line sold through Bonfire. Loyalty programs include first-time visitor discounts, referral bonuses, a points system, and a top shopper program.

Differentiator

Problem solved

Functional benefit

Brands

• Always Proper Distribution: Distribution service bringing Humboldt-sourced cannabis products to retailers across California, operating under the tagline 'From Humboldt to You. Properly Sourced. Properly Delivered.'

Products and services

• Eureka Cannabis Dispensary Store Walk-in retail cannabis dispensary located at 517 5th Street, Eureka, CA 95501, open Monday through Sunday 7am–10pm, selling flower, edibles, vapes, concentrates, and prerolls to adult-use consumers and medical patients.
• Rio Dell Cannabis Dispensary Store Walk-in retail cannabis dispensary located at 116 Wildwood Ave, Rio Dell, CA 95562, open Monday through Sunday 9am–10pm, offering the same cannabis product assortment as the Eureka store with online ordering for pickup and delivery.
• Online Cannabis Ordering (Pickup, Curbside, Delivery) Digital ordering channel supporting in-store pickup, curbside pickup, and local delivery for adult-use and medical cannabis customers in Humboldt County, using separate Shop Eureka and Shop Rio Dell menus.
• Always Proper Distribution Wholesale cannabis distribution service that delivers Humboldt-sourced products to retailers across California, operating under the tagline 'From Humboldt to You. Properly Sourced. Properly Delivered.'
• Proper Wellness Branded Clothing Collection Branded apparel and merchandise line for Proper Wellness Center, sold online through the Bonfire storefront to support brand visibility beyond the dispensary locations.

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Always Proper DistributioncoreChannel Partner/ Reseller/ DistributorProprietary distribution brand extending company reach beyond retail locations. Partners with retailers across California to stock Proper products. From Humboldt to You - Properly Sourced. Properly Delivered. Also partners with farms and brands who need dependable delivery services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cookies: Premium cannabis brand and retail operator with a flagship store network and broad California presence. Comparable on premium-brand-led dispensary retail, though at significantly larger scale and brand recognition.
• MedMen: Multi-state cannabis retailer with California store presence. Overlaps as a licensed adult-use dispensary operator with omnichannel ordering, though operates at materially greater scale and broader geography.
• Caliva: California cannabis retailer operating dispensaries plus delivery across the Bay Area and Central California. Comparable adult-use dispensary and delivery model, though at larger scale and broader geography.
• Glass House Brands: Vertically integrated California cannabis company combining cultivation, distribution, and retail dispensaries. Comparable retail + wholesale hybrid model within California.
• STIIIZY: Vertically integrated California cannabis brand with flagship retail stores and broad wholesale distribution. Comparable retail-distribution hybrid operating model with premium positioning.

Regional players

• Kolas: California-based cannabis dispensary and delivery operator serving Northern California markets. Comparable multi-channel retail format and California-only geographic focus, though operating in different specific regions.

Direct peers

• Lowell Farms: California-licensed cannabis cultivator and retailer with retail and delivery in select markets. Comparable California-only dispensary/delivery footprint with premium product positioning.
• The Artist Tree: California-based cannabis dispensary chain offering in-store, pickup, and delivery service with curated premium assortments. Directly comparable multi-location retail format with omnichannel ordering in California.
• Harborside: Established California cannabis retailer with multiple dispensary locations and delivery. Comparable as a vertically oriented adult-use/medical dispensary operator in California competing for similar premium brand assortments.
• Embarc: California cannabis dispensary and delivery operator focused on premium product assortment and omnichannel service. Comparable delivery-driven retail model and California-only footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/proper-wellness-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Proper Wellness Center