Kiva and Petalfast Rename Merged California Distributor Waveform

Kiva Sales & Service and Petalfast launched Waveform Sales & Logistics on November 3, 2026, giving their merged California cannabis distribution business a new name and a technology-led operating platform. Waveform combines digital ordering, shared customer-relationship management and inside sales with warehousing, compliance and statewide delivery.

The launch follows the merger’s close on August 17, 2026. It is an operating and branding step rather than a new transaction: existing partner relationships, sales teams and service standards carry over without disruption. Arun Kurichety leads Waveform as CEO, while KSS co-founder Scott Palmer chairs its board and remains CEO of Kiva Brands.

Waveform reports serving 975 active stores and representing 48 California brands, including 16 it describes as category leaders, with approximately 30,000 retail deliveries a year. Kurichety connected that scale to the combined distributor’s network model, in which additional brands can strengthen service for existing partners.

“Every brand we add makes the network stronger for the brands already on board,” Kurichety said. “More brands mean denser routes, more buyer touchpoints and sharper sell-through data.”

Shared Ordering And Sales Tools

The technology platform has three connected parts: a digital Marketplace, a shared CRM and a dedicated inside sales team. Across all three service tiers, the Marketplace gives retail buyers live inventory, account-level pricing and exact delivery dates. The CRM puts field representatives, inside sales personnel and brand managers on the same real-time account data. Waveform says that arrangement provides clearer reporting and faster decisions for brands and faster service for retailers.

The retailer-facing Waveform Portal lists more than 3,000 vetted products, with search filters by brand, category and strain type, saved lists and repeat-order tools. Retailers receive one invoice for their product mix. For their assigned delivery day, orders placed before 2:30 p.m. ship the next business day. Those features connect the distributor’s sales operation to the recurring purchasing work dispensaries perform.

Service Tiers And Expansion

The three service tiers run from logistics-only support to full-service sales and distribution. Brands retaining their own sales teams can use Waveform’s warehousing, statewide delivery, compliance and accounts-receivable management. A full partnership adds dedicated field and inside sales teams, a brand manager and guaranteed payments through Waveform’s outright purchase of inventory.

All tiers use 70,000 square feet of warehouse space, 45 trucks and two statewide hubs. Waveform reports a 99% in-full delivery rate and is adding two semi-trucks to the fleet. Keeping the infrastructure common across tiers allows a brand to add sales support without moving to a separate distribution system.

Waveform plans to expand into New York and New Jersey while continuing to invest in the Marketplace, CRM and inside sales team. Those are planned market entries, not completed launches.

For brands and retailers, the immediate significance is the consolidation of ordering, sales support, compliance and delivery under one operating identity. The planned expansion leaves a clear operational question: whether Waveform can reproduce that shared model outside the California network on which its launch figures are based.