NJOY, the premium electronic cigarette brand, today announced significant expansion of the company’s retail footprint in the UK.
New partnerships with a range of retailers and wholesalers, including Harrods, Selfridges, Tesco, McColls Retail Group, Londis, Budgens and Bestway Cash and Carry, will see the NJOY Kings e-cigarettes range stocked in over 15,000 UK retail outlets from January 2014.
With the new retail partnerships in place, NJOY Kings e-cigarettes will be available from the widest range of retailers; from high-end department stores to petrol stations and local convenience stores. The new retailers join NJOY’s already strong distribution network, which includes Sainsbury’s stores nationwide. NJOY Kings e-cigarettes will now be available from the following retail chains:
- Tesco Express and petrol stations
- McColls Retail Group
- Booker Wholesale
- Bestway Cash and Carry
- Key independent retailers nationwide
The partnership with Tesco will expand during 2014 to include further Tesco main stores, in addition to the company’s Express stores and petrol stations.
NJOY claims it is one of the most popular e-cigarette brands in America, with over 85,000 retail locations in the US alone. The company began expanding into the UK and Europe in mid-2013, and plans to continue expansion throughout 2014. NJOY anticipates the growth in the e-cigarette market, expected to surpass $2bn globally in 2014, will continue apace over the next 12 months and beyond, with the UK one of the key growth markets in Europe.
NJOY’s retail partners will sell the NJOY King range of disposable e-cigarettes in three flavours; Traditional Bold, Traditional Gold and Menthol. NJOY products are designed to replicate the smoking experience, providing a superior flavour and producing only an odourless vapour and no smoke or tobacco smell. NJOY e-cigarettes are designed to provide an alternative to traditional tobacco products for adult smokers. NJOY Kings will be sold by approved retailers in a resealable packet, priced at £5.99.
“With NJOY, and e-cigarettes as a category, we see a huge opportunity – the opportunity to make cigarettes obsolete,” said Bo Ekberg, senior vice president international at NJOY. “To achieve this goal e-cigarettes must be made as conveniently available as their tobacco counterparts. Whether it’s in a community store with the morning paper, a petrol station, or a high-end store like Harrods or Selfridges in London, we need to be in every place existing adult smokers would expect to find cigarettes – providing an alternative to tobacco products.”