As regulated cannabis markets mature across the U.S., operators are increasingly focused on optimizing retail footprints rather than simply chasing scale. Strategic relocations, upgraded store formats, and enhanced digital ordering capabilities are becoming key differentiators, particularly in established medical markets where patient experience and convenience can directly influence market share.
Shares of Curaleaf Holdings, Inc. (OTCQX: CURLF) (TSX: CURA) are moving higher Friday morning in the U.S. after the company announced the opening of a new, expanded dispensary location in Erie, Pennsylvania. The move marks Curaleaf’s second dispensary in the Erie area and reflects a relocation of its former Bradford, Pennsylvania store into a larger, modernized retail environment under the Curaleaf Millcreek banner.
The new Curaleaf Millcreek dispensary is located at 4934 West Ridge Road in Erie and is now open to patients. With this opening, Curaleaf maintains a total of 18 retail locations in Pennsylvania and 159 dispensaries nationwide, underscoring the company’s continued focus on strengthening its presence in core U.S. markets. The Millcreek location was designed to elevate the customer experience, featuring an improved in-store layout, streamlined ordering process, and enhanced customer flow to make browsing and purchasing more efficient.
Management emphasized that the new location is part of a broader strategy to evolve Curaleaf’s retail footprint in Pennsylvania. Chairman and CEO Boris Jordan noted that adding a second dispensary in Erie allows the company to deliver a more convenient and welcoming experience for patients while expanding access to Curaleaf’s portfolio of nationally recognized cannabis brands. He added that the company looks forward to serving both new and returning customers at the Millcreek store.
Curaleaf Millcreek will offer a wide range of products across the company’s leading brands, including Grassroots, Dark Heart, Find, and Select. The assortment includes premium flower, vapes, and other cannabis products tailored to a variety of wellness preferences and lifestyle needs. Featured products include the Select Briq all-in-one vape, which has become one of the company’s more recognizable offerings within its vape lineup.
To mark the opening, Curaleaf plans to host a grand opening celebration on Saturday, December 27, 2025. The event will feature giveaways, special promotions, and gifts with purchase. The dispensary will operate Monday through Saturday from 9:00 a.m. to 8:00 p.m. and Sundays from 10:00 a.m. to 6:00 p.m., further improving accessibility for patients in the Erie area.
The Pennsylvania expansion aligns with Curaleaf’s broader strategy as a leading international cannabis operator with brands spanning medical and adult-use markets across the U.S. and abroad. Investors appear to be responding positively to the continued execution at the retail level.
U.S.-listed shares of CURLF are up 5.2% at $2.90 Friday morning. The Toronto Stock Market is closed in observance of Boxing Day.
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