REVENUE RECOGNITION - Schedule of disaggregation of revenues (Details) - USD ($) $ in Thousands	3 Months Ended		9 Months Ended
	Sep. 30, 2021	Sep. 30, 2020	Sep. 30, 2021	Sep. 30, 2020
Disaggregation of Revenue [Line Items]
Total Revenues	$ 116,003	$ 55,007	$ 331,910	$ 131,440
Sales at company owned stores
Disaggregation of Revenue [Line Items]
Total Revenues	100,799	51,684	290,937	123,991
Distribution
Disaggregation of Revenue [Line Items]
Total Revenues	4,696	0	12,519	0
E-commerce sales
Disaggregation of Revenue [Line Items]
Total Revenues	$ 10,508	$ 3,323	$ 28,454	$ 7,449