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iAnthus (OTCQX:ITHUF) is a mid-sized U.S. multi-state cannabis company ("MSO") formed through merger. Partly because it was formed through mergers, iAnthus operates retail stores under a variety of different names including Citiva, Mayflower, and Health For Life.
This varied branding reduces the effectiveness of having a national footprint. One of the primary benefits of such a footprint is being able to leverage advertising and brand awareness, which can reduce overall advertising costs and may be beneficial in gaining tourist sales in recreational cannabis