The number of cannabis shops London, Ont. has exploded 10-fold in a year

The number of provincially licensed cannabis retail stores in London, Ont., has exploded from four to 40 in a little more than a year, raising questions about market saturation, sustainability and whether there are enough customers to buy all that weed. 

Explosive growth over a relatively short period raises questions about sustainability

J. London was among the first legal cannabis retailers in Ontario. A few years later, there are now 40 different retailers either in operation or waiting for licensing approvals in the city alone. (Colin Butler/CBC News)

The way Greg Lawson sees it, he's not just selling weed. He's selling an experience. 

"We want a customer to come in and feel safe, not intimated and be educated on what they're doing. Having the right staff, having the knowledge, that's what's going to retain customers."

Lawson is the regional manager of J. Supply Co., an independent chain of provincially-licensed cannabis stores with locations in London, Windsor and Thunder Bay, Ont.

Lately, offering that cannabis experience has been more challenging because of emergency health restrictions imposed to mitigate the spread of COVID-19.

To make matters worse, J. London, once the only game along Richmond Row, has become one choice among many. 

"If you go from Victoria Park to Oxford, there are eight stores that have popped up. Within London, we are definitely oversaturated."

Canadian weed purchases doubled last year

Cannabis stores, which pride themselves on tailoring a product to an individual's needs, have been hamstrung by emergency health restrictions that have limited them to curbside pickup only. (Colin Butler/CBC News)

During the last year, the amount of weed Canadians bought doubled: from $1.48 billion in 2019 to $2.98 billion in 2020.

During that same period, the number of provincially-licensed cannabis retail stores in Ontario have seen explosive growth, with the Alcohol Gaming Commission of Ontario (AGCO) indicating it wants to approve 1,000 new stores by this fall.

In London, the number of stores has gone from just four, a little over a year ago, to 40 retailers as of Tuesday, all either already operating or waiting on licensing approvals from the AGCO to open their doors. 

To put that number in context, it's nearly twice the number of London's 21 LCBO locations, Ontario's Crown-owned liquor monopoly. 

The sheer number of stores opening so quickly raises questions about market saturation, industry sustainability and whether there are enough customers to buy all that weed.

'Drinking less beer and smoking more weed'

Richmond Row, known for its bars and nightlife, is now home to a fifth of all cannabis retailers in the City of London. (Colin Butler/CBC London)

"What you're seeing now is tremendous growth in the number of pot shops in Ontario to the point where it's getting really saturated," said Bruce Winder, a Toronto-based retail analyst and author. "I see cannabis shops all over the place now."

Winder believes that growth is being primarily fuelled by changing demographics and shifting consumer habits, with Millenials and Generation Z looking to weed like previous generations looked to alcohol as their substance of choice. 

"That demographic is drinking less beer and smoking more weed," he said. 

Winder said pot shop sales are being buoyed by the anxiety of the pandemic and, with more locations, cannabis retail might finally be eating into black market sales, which have traditionally been cheaper than the legal supply. 

"I think it's putting a dent on illegal sales," he said, adding that with the AGCO opening stores at a rate of 30 per week in Ontario, the province will eventually reach a point where the retail ecosystem can no longer sustain itself. 

"You're going to reach a point where some of them don't make it eventually. Over the next few years, I think you'll see a right-sizing where maybe there's some consolidation on the retail side and maybe some pot shops closed." 

Back at J. London, where Lawson can see his nearest competitor from his storefront window, strict limits on customer interaction during the pandemic combined with the concentration of stores makes it difficult to distinguish oneself from the competition. 

"The problem is we have these big corporations backed by a lot of money and longevity-wise they're going to be able to outpace the independent people and run them out of business price-wise."

"It's going to come down to a race to the bottom." 

Cannabis shops have seen explosive growth in the last year, they're popping up all over the city, from the city's downtown to this one in Oakridge. (Colin Butler/CBC News)


  • An earlier version of this article misstated there are twice as many retail cannabis shops as Tim Horton's in London, Ont., when in fact there are not.
    Apr 21, 2021 9:48 AM ET


Colin Butler


Colin Butler covers the environment, real estate, justice as well as urban and rural affairs for CBC News in London, Ont. He is a veteran journalist with 20 years' experience in print, radio and television in seven Canadian cities. You can email him at