The toll-free phone number for Ray Hendrickson’s family-owned business, Christian Book Distributors, is 1-800-CHRISTIAN but some callers were not seeking Bibles, religious texts or music books. The company’s initials, CBD, drew a different kind of clientele.
CBD also stands for cannabidiol, a nonintoxicating component of cannabis that is formulated in a variety of products such as lollipops, essential oils, chocolate and even suppositories that the growing industry claims can be used to treat conditions from epilepsy to anxiety.
After decades of being known by the name CBD, Mr. Hendrickson’s company, which is based in Peabody, Mass., rebranded itself last month as Christianbook. Mr. Hendrickson, the company’s president and chief executive, said it was getting too confusing.
“A person may call up and say, ‘Hey, I’m looking for my order,’” Mr. Hendrickson said. “It’s like, ‘What did you order? Oh, I ordered gummies. You don’t have the right company.’”