KEY Investment Partners has purchased BellRock Brands out of receivership through an investment that secures all brand assets and provides working capital. Former Curaleaf CEO Joe Bayern will serve as the incoming chief executive officer for the newly formed company, MM Brands.
A Denver-based cannabis multi-state operator focused on consumer packaged goods (CPG), BellRock built a broad portfolio of cannabis- and hemp-infused products. The company developed and sold a range of products spanning adult-use edibles, beverages, topicals, tinctures, transdermal patches, concentrates and pet-focused CBD offerings. The BellRock family of brands included names such as Dixie Elixirs, Rebel Coast, Défoncé and Mary’s Medicinals, Mary’s Nutritionals and Mary’s Tails. The company was placed into receivership in March 2024.
“The growing consumer interest in wellness products combined with the potential for cannabis rescheduling on the horizon makes this the perfect deal at the perfect time,” said Jordan Youkilis, founding partner of KEY Investment Partners. “Mary’s Medicinals is a powerhouse brand known for its science-driven approach to transdermal patches, topicals and tinctures that deliver precise, consistent dosing. We believe the current environment and rescheduling will really unlock its potential, and this will be a huge focus of the newly formed MM Brands with Joe at the helm.”
MM said it will operate under a brand-focused, asset-light model to build nationally recognized brands and leadership positions within their categories. Currently, MM Brands products are available in 11 markets, including California, Michigan, Missouri and Maryland.
“Our mission at MM Brands is simple but hugely important: To improve people’s lives through the use of cannabis. We will build on Mary’s Medicinals legacy of being the most trusted brand in cannabis to advance the accessibility of cannabis as a quality-of-life issue through partnerships with veteran organizations, patient advocacy groups and wellness-focused advocates,” said Bayern. “I am encouraged by the recent movement toward rescheduling as well as ongoing state legislation toward legalization and am proud to be in a position to help shape the next era of cannabis in America.”
