E-Cig Store Collaborates With Morrisons Over 400 Sales Points

The E-Cig Store, an electronic cigarette retailer, has partnered with chain supermarket Morrisons to open vape sale sections and kiosks in over 400 of their stores. The first store is expected to be launched in Rotherham next month. Both parties stated that this cooperation will expand the scope of compliant vape products and bring broader market reach to the brand.

E-Cig Store Collaborates With Morrisons Over 400 Sales Points (4)

Michael McCue, Business Director of The E-Cig Store Group, stated that the scale and goals of the project indicate that the UK vape industry is entering a new phase. He stated that this collaboration will introduce expert led and regulatory compliant vape stores into the daily retail environment, providing a stronger product portfolio and support for adult smokers and vape consumers.

E-Cig Store Collaborates With Morrisons Over 400 Sales Points (2)

This type of section will provide a wider range of vape and nicotine bag products than Morrison’s existing tobacco and vape counters. The E-Cig Store has over 50 stores in the UK, and the company stated that this collaboration will provide more vape brands with an “unprecedented market path”, including in store promotion and digital marketing activities.

“Collaboration also extends an open invitation to compliant vape brands and vape manufacturers in the industry to jointly promote a trustworthy market environment”, said McCue.

E-Cig Store Collaborates With Morrisons Over 400 Sales Points (3)

This agreement was launched after Morrison reached a partnership with competitor vape retailer VPZ last year. A VPZ spokesperson stated that despite the agreement between Morrison and The E-Cig Store, their own partnership with Morrison remains unchanged and they continue to expand their business layout.

In addition, this week’s UK budget announced a new tax on nicotine containing e-liquid starting from October 2026, with a rate of £ 2.20 per 10 milliliters. VapeShop.co.uk, an vape retailer, stated that the industry will undergo significant adjustments and prices are expected to rise.
The government also plans to introduce vaping duty stamps for vape e-liquids sold in the UK to show that taxes have been paid and to prevent counterfeit products.

E-Cig Store Collaborates With Morrisons Over 400 Sales Points (5)