Built on Vibes, Funded by Excuses, Sued by Everyone
ST. LOUIS COUNTY, MO — Heya Wellness—the Missouri dispensary chain that ghosts invoices like exes on Thanksgiving—is once again being sued for pretending $61,000 was Monopoly money.
According to a lawsuit filed April 25 in St. Louis County, Curio Manufacturing shipped a pile of product to Heya locations in St. Charles, St. Ann, and Park Hills. The deal? Delivery now, payment within 30 days. Spoiler: They forgot the second part. Curio says the outstanding debt has snowballed into $25,000+ in damages—though in Missouri cannabis, that’s just the cost of realizing your client runs Net-30 on vibes alone.
DROP IN THE FUCKING BUCKET
That $60K is cute, but it barely scratches the surface. Multiple vendors report that Heya Wellness owes far more—six figures more—to a long line of brands who’ve been strung along, lied to, and flat-out stiffed.
The company’s reputation took a sharper nosedive in early 2025, when long-standing vendor frustration turned into active disengagement—and more than a few brands simply stopped answering their calls.
Last year, the company secured over $12 million in new investor funding—money that, according to insiders, was promised to go toward settling debts. It didn’t. Vendors weren’t paid. Some still haven’t been. And Heya? They just kept racking up new ones.
C-SUITE: ALL TITLE, NO TORCH
This new era of chaos seemed to kick off with a fresh wave of hires and role reshuffles in early 2025—none of which came with meaningful cannabis experience, but several of which came with very expensive email signatures.
Leadership decisions at Heya have taken on a kind of improvisational quality, often skewing toward aesthetics over accountability. One executive familiar with the company put it bluntly: “It’s not just that they don’t understand cannabis. It’s that they don’t understand how to run a business.”
YOU CAN'T HIDE IN PUBLIC
Despite torching bridges across the Missouri cannabis industry, Heya leadership has recently been spotted at industry events, as if no one remembers the unpaid bills, lawsuits, or vendor mutiny. Their return to public industry events feels less like a fresh start and more like a toddler hiding behind a curtain—with their feet still visible.
OPERATIONS, POWERED BY GOOGLE SEARCH
As of 2025, day-to-day retail operations appear to be overseen by an HR Admin—a role with no cannabis background, no apparent operations experience, and no real understanding of what a dispensary is supposed to be doing.
Running a dispensary without retail or cannabis experience isn’t bold—it’s like handing a foghorn to a mime and hoping for directions.
EMPTY SHELVES, EMPTIER PROMISES
What was once a semi-reliable in-store experience became noticeably stranger at the start of the year, with longtime customers quietly dropping off and first-time visitors walking into something that felt more like a clearance sale than a cannabis store.
The only product reliably in stock? Sublime Cannabis—Heya’s in-house brand, which is reportedly propping up the entire retail operation like a heroin addict using a coat rack for balance. Industry whispers suggest Sublime essentially took over operations just to make sure someone got paid: themselves.
FINAL TOKE
With this lawsuit, Heya Wellness steps deeper into the quicksand it created—where brand trust is bankrupt, vendors are done playing nice, and the illusion of normalcy is one missed invoice away from collapse.
Heya Wellness isn’t just a dispensary. It’s a case study in how to torch goodwill, dodge accountability, and spend investor money on everything except the things you promised.
Heya Wellness: Because when you run your business like a scam, eventually the mask slips—and someone files the paperwork.
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