VPR Brands Taps New York's Booming Cannabis Market With ELF Brand Distribution Partnership

New York’s legal cannabis market continues to deliver remarkable growth opportunities, and VPR Brands is positioned to capitalize on this momentum. The company has secured an exclusive distribution partnership with Associated Supply LLC, a licensed distributor operating under New York State’s Adult-Use Distribution License (issued March 21, 2025, through March 21, 2027). This move marks a significant expansion for the cannabis vaporization innovator into one of the nation’s most valuable emerging markets.

Market Opportunity Driving Strategic Entry

The timing of this partnership reflects compelling market fundamentals. New York’s legal cannabis retail sales surpassed $1 billion in 2024, with analysts expecting sustained growth through 2025 as the state’s adult-use framework matures. Within this expanding market, vaporizer products have emerged as a dominant category, representing approximately 27% of all retail cannabis sales—a statistic that underscores strong consumer preference for vaporized formats over traditional flower products.

This market positioning directly benefits VPR Brands’ ELF Brand, which specializes in high-performance vaporizer hardware and cannabis accessories. “We believe Associated Supply’s operational infrastructure and regulatory standing provide an ideal foundation for accelerating ELF Brand’s success in the region,” stated Kevin Frija, CEO of VPR Brands, LP.

Partnership Structure and Product Strategy

Under the exclusive agreement, Associated Supply LLC gains distribution rights for ELF Brand prefilled cannabis vaporizers and accessories throughout New York. The collaboration encompasses brand exclusivity, joint marketing initiatives, and coordinated product development. Initial product focus centers on prefilled vape cartridges, with planned expansion into complementary accessories.

Daniel Hoff, COO of VPR Brands, LP, emphasized the customization behind this launch: “We worked closely with Associated Supply LLC to develop a custom product line specifically designed for New York’s dispensary market. The hardware showcases ELF Brand’s distinctive style and superior performance characteristics as a cannabis vaporization platform.”

Associated Supply LLC brings substantial logistics, compliance, and wholesale distribution expertise to the partnership. Robert Rapoport, COO of Associated Supply LLC, stated: “Our distribution network and understanding of New York’s cannabis landscape enable us to deliver high-quality products across the state. This partnership aligns with our commitment to offering innovative, compliant cannabis solutions.”

Strategic Implications

VPR Brands’ move reflects a deliberate strategy of entering high-barrier, licensed cannabis markets through qualified local partners. By securing exclusive distribution rights in New York, the company strengthens its competitive positioning while pursuing broader objectives around market diversification and shareholder value creation. All branding and manufacturing support remains under VPR Brands’ direct control, ensuring consistency and quality across the distribution network.

This partnership exemplifies how cannabis manufacturers are leveraging regulatory frameworks in established markets to drive sustainable revenue growth.