While German pilot projects fail due to regulatory hurdles, Canadian market leader High Tide demonstrates with its Berlin opening how a successful market entry works.
Berlin, December 2025 – The contrast could hardly be greater: On one side, addiction experts and the German AIDS Service Organisation present a “showroom” for a cannabis specialty store that will never open. The Federal Office for Agriculture and Food (BLE) has rejected their applications. On the other side, High Tide, Canada’s largest cannabis retailer, cuts the ribbon for its first Canna Cabana store in Europe – in a prime location on Alte Schönhauser Straße in Berlin.
The Strategy: Accessories First, Cannabis Later
What is High Tide doing differently? The company relies on a proven two-stage strategy that has already worked in Canada: first establishing a foothold with cannabis accessories and lifestyle products; then – once the legal framework allows – seamlessly expanding into cannabis retail.
“First we built a loyal customer base through accessory retail, and then we waited for the right moment to seamlessly transition those customers into cannabis retail,” explains Raj Grover, founder and CEO of High Tide. This strategy made Canna Cabana the world’s second-largest cannabis retail brand, with 215 stores in Canada alone.
Why Germany? The Potential Is Enormous
With over 83 million inhabitants, Germany is the largest and most influential cannabis market in Europe. Around five million consumers currently rely on home-growing or the black market – a massive market just waiting to be regulated.
High Tide has done its homework: the recent acquisition of Remexian Pharma, a licensed importer and distributor of medical cannabis, shows their long-term commitment. The company is planning a large-scale retail strategy in Europe that spans brick-and-mortar retail, e-commerce, and medical cannabis.
Lessons for the German Market
1. Pragmatism Beats Idealism
While German initiatives rely on full cannabis legalization and get tangled in bureaucracy, High Tide starts with what is legally feasible: accessories and lifestyle products. This is immediately implementable and builds brand presence.
2. Make Use of International Experience
High Tide brings expertise from a mature market. Their know-how in regulation, compliance, and customer retention gives them a decisive advantage over local newcomers.
3. Timing Is Everything
Instead of fighting windmills, High Tide positions itself now – ready for when legislation opens further. With Germany’s partial cannabis legalization and already measurable positive effects such as reduced crime, further steps are foreseeable.
4. Professionalization Over Pioneer Spirit
Transparency, consultation, cleanliness – these are also the buzzwords highlighted by German addiction experts. High Tide delivers exactly that: professional retail structures instead of experimental pilot projects.
The Contrast Reveals Systemic Problems
The Alternative Drug and Addiction Report shows alarming numbers: drug-related deaths keep rising, crack is driving urban decay, and synthetic opioids are spreading. Professor Heino Stöver of the akzept Federal Association puts it bluntly: “Every year, a medium-sized city is wiped out by the consumption of these socially accepted drugs.”
The solution? Create legal, controlled, and attractive access routes, as Switzerland is demonstrating. But while German politics relies on symbolism, international players like High Tide are seizing the market gap.
Conclusion: The Market Won’t Wait for Politics
High Tide demonstrates how a successful market entry in Germany works: with a clear strategy, legal compliance, international expertise, and the right timing. For German companies and initiatives, this means: either find creative paths within the existing legal framework – or risk becoming spectators in their own cannabis boom.
The first Canna Cabana store on Alte Schönhauser Straße is more than just a shop. It is a signal: the German cannabis market is open – for those who know how to unlock it.
