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Juul Labs Signs Exclusive Distribution Agreement

Juul Labs has announced an agreement with UK Vapour Brands (UKVB), the UK’s leading vape product wholesaler, to distribute JUUL products to the independent specialist vape channel across Britain

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Juul Labs has announced an agreement with UK Vapour Brands (UKVB), the UK’s leading vape product wholesaler, to distribute Juul products to the independent specialist vape channel across Britain. Juul says the partnership will allow it to extend its footprint in the specialist vape channel, utilising the expertise and reach of UKVB to provide adult smokers and smokers who have already transitioned with an alternative to combustible cigarettes.

The company says that smoking continues to be the leading cause of preventable death and disease in the UK, killing 95,000 people each year - more than road traffic accidents, obesity, alcohol and drug misuse combined. Juul Labs believes that it, “and the entire vapour category exist for one clear purpose: to provide adult smokers with an alternative to combustible cigarettes.”

John Patterson, sales director of Juul Labs UK (1) commented: “Anyone who smokes should quit and adult smokers who have not successfully quit should completely switch to potentially less harmful alternative nicotine products. We believe that vapour products can offer adult smokers an alternative to combustible cigarettes and, in so doing, potentially reduce the harm associated with tobacco.

The specialist vape channel plays an important role in Juul Labs’ mission to transition adult smokers away from cigarettes and eliminate their use. Independent vape stores offer a level of knowledge, experience and expertise not necessarily found in other channels and crucially have the time necessary to get to know customer preferences and expectations, providing adult smokers with the best possible range of support and options. We are delighted to be partnering with UK Vapour Brands to ensure wider distribution and provide more adult smokers with an alternative to combustible cigarettes.

Juul says it holds a commitment to responsible retailing. Consequently, Juul Labs says it will continue to mandate Challenge 25 for every JUUL retailer, while investing in its mystery shopping and age-verification training programme. Juul Labs will also service selected key vape accounts directly.

The agreement sees UK Vapour Brands (2), which currently supplies almost two thirds of independent specialist vape businesses, assume full responsibility for distribution and sales of JUUL products to the independent vape business sector. In addition, JUUL will be listed within the nationwide chain of Totally Wicked stores, owned by the wider Totally Wicked Group, of which UKVB is a subsidiary. Totally Wicked is one of the founder members of the Independent British Vape Trade Association.

Totally Wicked Group CEO Marcus Saxton said: “The rise of JUUL since its launch in the UK has been a considerable success, particularly within the multiple grocery and convenience channels. Like Juul Labs, we are committed to providing adult smokers with credible alternatives to transition away from combustible cigarettes throughout our branded Totally Wicked stores and our independent customers. Our team members are looking forward to mirroring JUUL’s recent success and are excited to add JUUL to our current portfolio of quality and fully compliant products.”


  1. Juul Labs UK -
  2. UK Vapour Brands -
Dave Cross avatar

Dave Cross

Journalist at POTV
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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous vape companies to develop content for their websites.

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