RELX Purchases Totally Wicked Appoints Chill Brands As Distribution

British consumer goods distribution company Chill Brands announced that it has been appointed by RELX as its main distribution partner in the UK, and will launch the MaxGo series through Chill Connect, with the first batch of products available in September. Previously, RELX had acquired the British retailer Totally Wicked, highlighting its dual track strategy of expanding into the UK market.

what core highlight:

Collaboration Release: UK consumer goods distribution company Chill Brands announced that it has been appointed by RELX International as its primary distribution partner in the UK market.
Product Focus: The cooperation covers RELX’s compliant products for the UK market – MaxGo series, with the first batch of products expected to arrive in September 2025.
Channel coverage: Distribution is carried out by the Chill Connect sales team, with a focus on independent convenience retail stores across the UK.
Market reaction: After the announcement, Chill Brands’ stock price rose 19% during trading, closing at 2.5 pence.
Company background: Chill Brands has completed governance restructuring in recent years, established the Chill Connect distribution department, raised a total of £ 3.4 million, and accelerated its transformation from disposable products to reusable devices and zero nicotine e-liquids.
Prior to the merger: Prior to this, RELX had acquired the leading UK retailer TotalWicked (with over 150 stores) through Wittyace UK Holding, further demonstrating its deep presence in the UK market.

According to the agreement, Chill Brands will be responsible for deploying RELX’s compliant products for the UK market, the MaxGo series, through its Chill Connect sales team to independent convenience retail channels across the UK. The first batch of products is expected to arrive within September, and the necessary working capital for related operations will be supported by Chill’s existing inventory financing plan announced in December 2023
According to the RELX official website, there are four products in the MAXGO series, namely MAXGO 33K, MAXGO Pro 22, MAXGO 12K, and MAXGO 6K.
Callum Sommerton, CEO of Chill Brands, stated:
The distribution agreement reached with RELX International this time is an important milestone in our business growth process. RELX is a leading global vape company, and as its main distribution partner in the UK, we have the opportunity to introduce its scientifically validated product portfolio into one of the fastest-growing vape markets in the world. By leveraging our capabilities in convenience store channels, Chill Brands will drive market acceptance for this product line. ”
This agreement is expected to bring substantial revenue growth to the company. We will expand our capabilities through dedicated sales teams and professional channels to help RELX expand its market share in the UK, jointly driving sustainable growth and meeting the market demand for high-quality reusable vape products. ”
Richard O’Doherty, Sales and Business Manager at RELX International, added:
We are delighted to collaborate with Chill Brands and appoint them as our primary distribution partner in the UK. Their outstanding performance in independent convenience retail channels makes them an ideal partner for our product to enter the market. We have full confidence in the MaxGo series, which provides innovative, compliant, and reliable ammunition replacement solutions designed to meet the needs of adult consumers in the UK. We look forward to partnering with Chill Brands to further expand RELX’s market share in the UK and continuously create value for retailers and consumers. ”

Background of Chill Brands Company

According to data, Chill Brands Group Plc is a consumer goods distribution company headquartered in the UK, focusing on expanding channels for alternative tobacco and functional consumer goods. In 2024, the company completed governance restructuring and transformed into a light asset model, with its Chill Connect department providing retail distribution and fulfillment services for categories such as vapes.
In response to the upcoming ban on disposable vapes in the UK, the company has discontinued related products, switched to reusable devices and zero nicotine e-liquids, and optimized brand compliance design. Despite still being in a loss making phase, Chill Brands has completed two rounds of funding since 2024, raising a total of £ 3.4 million to support operations and global market expansion.

DankSmoke COO Ricky of vape factory said, in November 2024. I have visited totally wicked stores and headquarters office. Totally wicked as top chain vape store company in UK. And VPZ is 2nd one. They are selling limited quanttiy famous vape brand. But not all vape brand. And business goes very slow during that times.