Vetrina Group specializes in supporting cannabis businesses achieve and sustain profitability. As retail experts, we focus on businesses standing out from the rest.
We are experts in the consumer journey, providing data driven solutions and working with teams to ensure all our clients achieve operational excellence.
We know being a part of the Cannabis industry, with a history of inequality and injustice, is an advantage afforded to us by many advocates and activists that have come before us. We are thankful and committed to advancing the movement that destigmatizes the consumption of Cannabis along with many other great companies.
Our mission is to help elevate and destigmatize the Cannabis industry and it’s retailers. Our solutions are dynamic, strategic, effective and practical ensuring our clients see value and profitability whatever stage of growth they are in.
The Team
KRISTA RAYMER
CO-FOUNDER AND CEO FOR VETRINA GROUP
Vetrina founder Krista’s spare time is spent traveling the world and whipping up some scrumptious dishes in the kitchen. Her first love, however, is still retail–specifically, making shopping fun again.
Krista has a background in an academic fashion and a knack and passion for teaching, so leadership is basically hard-wired into her DNA. Did we mention that she lectures on the Business of Cannabis at Lake Superior State University? After a decade of learning how customers interact with stores and connecting people with products that make them feel great, she stumbled into the cannabis industry.
While recovering from a brain injury, she turned to CBD to manage headaches. When her first experience in a cannabis retail location was abysmal, she decided she would change the cannabis retail landscape. With a clear vision, she founded The Vetrina Group–experts in building successful cannabis retail stores and consumer journeys.
Retail/Cannabis Industry Track Record: 3 years and counting
Bragging rights: Opening and working with more than 30 retail stores, supporting teaching the Business of Cannabis at Lake Superior State University
Her fave part about retail: Connecting people with the right products that make them feel great
Ask me about Brooks Brothers, Suitsupply, John Fluevog, Fire & Flower
Skills: leadership, creating retail joy, looking good on a motorcycle, and scuba diver for Kraken.
ELYSE RANGER
DIRECTOR OF STORE EXPERIENCE
Elyse is the epitome of excellence, thriving in retail management since graduating with a Bachelor of Commerce in Fashion Management–she earned a diploma and a burning passion for merchandising, visuals, training, and development, and customer service excellence.
Elyse’s initial experience with cannabis dates back to her youth when she was an avid user until she began to feel anxious. Since legalization, she has explored other forms of cannabis, now loves edibles and CBD products, and has discovered the benefits of CBD for anxiety, sleep, and overall calmness.
Elyse recognizes the potential for shaping retail experiences through innovative approaches that allow consumers to feel comfortable and heard. By breaking stigmas, gaining feedback from customers, and creating change in the industry, she hopes to see exciting new options in an ever-changing environment.
Depending on the weather, you might find her hitting the slopes on a snowboard, watching a Quentin Tarantino flick, or catching a live show in a dive bar.
Retail/Cannabis Industry Track Record: 1.5 years Cannabis and 8 years Retail
Bragging rights: Starting my career in the Cannabis Industry with Vetrina Group from the ground up. Taking over the downtown core training and development program with Mendocino, as well as turning around under-performing stores.
Her favorite part about retail is that it's ever-changing and exciting.
Ask me about: Lacoste, Rudsak, Mendocino, Levi's
Skills: whipping stores into shape, shaping positive retail customer experiences, and creating change.
ANNIE DO
DIRECTOR OF PRODUCT
When she’s not strolling with her Old English Sheepdog, Annie is either experimenting in the kitchen or sampling some exciting local cuisine abroad.
With roots in beauty industry management, sales, and marketing– Annie brings the same inquisitiveness and adventurous spirit to Vetrina and the cannabis industry. She spent over a decade exploring the deeply personal purchasing experiences that educate her approach to commercialization, asking ALL the questions about what makes consumers tick and how to reach them. At Vetrina, she nerds out on leveraging the uniqueness of retail environments, growing brands, and understanding the full lifecycle of a product, knowing the industry is new and prone to change.
Prior to legalization, Annie had no hands-on experience with cannabis. Working in beverage alcohol introduced an appreciation for the careful craftsmanship that is mirrored in cannabis. Since legalization, she’s been eagerly sampling beverages, edibles, and CBD products. Annie is looking ahead with her usual optimism and believes the evolution of cannabis will be interesting as more product formats come to market and people consume cannabis as regularly as they do any other consumable.
Retail/Cannabis Industry Track Record: 3 years and counting
Bragging rights: Commercializing over 20 products in the cannabis space so far.
Her fave part about retail: Making retail fun–it is a tactile experience that can transport you somewhere else. Also: really great customer service. It’s a dying art! When someone goes above and beyond, it shows they truly are passionate about what they do.
Ask me about Alcanna, Sobeys, Fire & Flower, and BRNT Group
Skills: growing brands, leveraging retail uniqueness, curiosity, inner and outer beauty,
Kathryn
DIRECTOR OF MARKETING
What do cars and casual dining have in common? Kathryn, and her off-the-charts ability to craft unique retail brands that stand out, stand up, and sing. Her hefty toolkit includes two decades of experience in marketing and advertising, from the automotive industry to packaged goods, financial services, and casual dining environments. A one-trick pony, she is not.
Her foray into cannabis started in a very personal place, with cannabis greatly contributing to the quality of life of a loved one in lieu of prescribed pharmaceuticals. With her usual gusto and heart, after legalization, she dove into advocacy and joined major retailers to open scads of retail stores–during a pandemic, no less!
She’s a powerhouse at Vetrina -getting the creative juices flowing and the retail spaces humming - while keeping up her spitfire pace through weekend hikes, 80s action movies, and murder mystery novels. As a bonus, she gets kept alert and on-her-toes due to her son’s Lego strewn throughout the house.
Retail/Cannabis Industry Track Record: 3 years and counting
Bragging rights: Opening up 17 stores under three Cannabis Retail brands into the Ontario market…during COVID.
Her fave part about retail: Building brands and making sure they sing within the four walls of retail.
Ask me about Friendly Stranger, Happy Dayz, HotBox, Fire & Flower
Skills: building unique brands, advocacy, productivity, and super-human energy.
Our Partners
