URB, the national hemp-derived cannabinoid brand, is considered one of the top 10 brands in the US. However, the company is not content with just being successful in the present. Instead, they are constantly striving to lead the industry into the future. Nick Warrender, the CEO and Founder of Lifted Made, the company behind URB, explains, “Everything we do is to legitimize the industry. It’s a big risk to change a successful brand, but we are focused on doing the right thing, time and time again.”
This relentless pursuit of “doing the right thing” is what has guided Lifted Made’s journey from a small vape additive startup in 2013 to a $57 million brand by 2022. In a recent interview, Warrender shared more about their business model and the rebrand of URB.
Warrender’s journey as the CEO and Founder of Lifted Made began with a small 10×10 room in a warehouse owned by his parents. He had a passion for products that could potentially change people’s lives, and he started small by getting into one retail store and doing a pop-up. The products sold out and received great reviews, and this success led to more opportunities. Warrender says, “It was a very small start to this business, and it was through a passion of really trying to help as many people as we could.”
The first product that Lifted Made introduced to the market was a 2mL nano vape additive in 2014. At that time, the vape industry was booming, and Warrender saw an opportunity to create a product that was easy to use and effective. He explains, “We wanted people to be able to try it and see how the effects were.” This product was sourced from a small lab in Colorado, and it was a relationship-based process. Lifted Made was able to find hemp cultivators who were producing CBD isolate, and they worked together to create the product.
Today, Lifted Made is a successful company with a strong focus on elevating the industry and setting a precedent for what they believe regulations should look like. Warrender says, “Product testing, purity, traceability—those are all things that are really important to us.” With their rebrand of URB, they are not only changing with the times but also leading the way for others in the industry.