Simply Pure, a prominent cannabis dispensary in Denver, is facing the possibility of closing its doors at the end of March 2024. Owner Wanda James is actively working to keep the store open, while navigating challenges presented by the current cannabis market.
James and her husband, Scott Durrah, made history in 2009 as Colorado’s first Black dispensary owners with the launch of Apothecary of Colorado. After selling that business in 2010, they transitioned to edibles and established Simply Pure, expanding their operations to a second location at 2000 West 32nd Avenue in 2015. The dispensary has since become a notable stop for cannabis enthusiasts and documentary filmmakers alike, thanks to the couple’s involvement in cannabis advocacy and culture.
On March 11, an employee of Simply Pure announced via the social platform Nextdoor that the dispensary would close permanently on March 14, 2024. The post, which has since been removed, stated that ownership hoped to find a new location soon. James clarified that while the situation is serious, not all details in the post were accurate. The dispensary is still in discussions regarding a potential lease renewal with the building’s owner and plans to operate with a reduced staff until the end of March, regardless of the outcome.
Over the years, James and Durrah have contributed significantly to the local community. In addition to Simply Pure, Durrah operates Small Batch Smokehouse, a popular Caribbean restaurant nearby, and previously owned a Southern bistro. James has been an advocate for cannabis banking and social equity reform, and in 2022, she became the first cannabis business owner in Colorado to win a seat on the University of Colorado Board of Regents. Currently, she is campaigning to unseat incumbent Congresswoman Dianna DeGette in the upcoming Democratic primary for Colorado’s 1st Congressional District.
Should Simply Pure not renew its lease, James has expressed her determination to find a new location to continue the store’s legacy. “Simply Pure remains open and operating, and we continue to serve our customers while we evaluate the future of our current location,” she stated. “After nearly two decades in this location and in our neighborhood, it is our desire to continue serving the Northside. We are currently in discussions regarding our lease and exploring the best path forward for the business.”
The situation reflects broader challenges within Colorado’s cannabis industry. According to the state Department of Revenue, marijuana flower prices have declined over 65 percent from 2021 to 2026. During this same period, registered growers have decreased by nearly 40 percent, and annual dispensary sales have dropped from over $2.2 billion to around $1.3 billion. Business closures and consolidations have become increasingly common as the market adapts to changing conditions.
James, who also manages a cannabis consulting business and has opened a Simply Pure dispensary in New Jersey, noted that Colorado’s market has become oversaturated. She expressed concerns about the lack of welcoming tourism options for cannabis users, stating, “Like many businesses, particularly in the cannabis industry, we are navigating a rapidly evolving environment. Throughout our history, Simply Pure has adapted, grown, and continued to move forward with purpose. We are actively exploring opportunities that will allow the brand to continue serving this community.”
The current location at 2000 West 32nd Avenue has functioned as a dispensary since 2009 and was previously known as iVita Wellness. James emphasized that if Simply Pure vacates the premises, the address would lose its status as a cannabis retail site due to outdated zoning regulations.
As the deadline approaches, the future of Simply Pure hangs in the balance, but James remains focused on maintaining her business and its role within the community. “Simply Pure was built on resilience, intention, and the belief that cannabis businesses can be both successful and deeply rooted in the communities they serve. That mission has never changed.”
