V2 Cigs

Last updated
V2
Product type Electronic cigarette
OwnerV2 Cigs UK
Produced byV2 Cigs UK / ECO Juices (Global) Limited
Introduced2010;15 years ago (2010)
Related brandsVsavi
Vapour2
Vapor Couture
MarketsWorldwide
Previous ownersVMR Products (2009–18)
Website www.buyv2cigs.co.uk

V2 is a brand of electronic cigarettes, currently produced by British manufacturer V2 Cigs UK also under the brand name Vsavi. The V2 brand started in 2010 by American company VMR Products, and it became one of the largest independent domestic e-cigarette vendors for a number of years. [1] [2] The company was sold to Juul Labs in 2018 and closed down, after which its British distributor revived and has since continued to market V2. [3]

Contents

History

Foundation and growth

V2 Cigs branded e-liquids E-Juice Bottles (24914289541).jpg
V2 Cigs branded e-liquids

VMR Products was founded in 2009 by Jan Andries Verleur and Dan Recio in Miami, United States. [2] [4] According to Recio, the term "V2" means “Your life, Version 2.0”. [2] The company began selling their V2 electronic cigarette on V2cigs.com beginning June 7, 2010. [5] Within a year, company revenue hit $19 million. Operations were split between Miami, Shenzhen and a distribution center in Prague, Czech Republic. [4]

Strawberry Champagne flavor Vapor Couture Electronic Cigarette Cartridges (Strawberry Champagne) (11358969114).jpg
Strawberry Champagne flavor Vapor Couture

V2 claimed to have been the "world’s largest online retailer of e-cigarettes" since 2011. While its sales were predominantly online, it started expanding to brick and mortar stores and gas stations. [6] As of 2013, the company was expected to make $80 million in net sales, up from $50 million in 2012. However, the market leader at the time was Lorillard-owned Blu, while start-up NJOY was another rising competitor. [7] The company also launched a sister brand, Vapor Couture, targeted at women. It launched first in Europe in 2012. [8] It was later rolled out in America with various colors like "Rose Gold," and flavors meant to appeal to women such as "Bombshell" and "Strawberry Champagne". [9]

In July 2014, Time referred to the company as "the market leader in online sales of e-cigs". [10] A February 2015 article in The Financial Times claimed the company was the "largest online seller of e-cigarettes in the world". [11] [12] As of that year, V2 products were also available in at least 40,000 U.S. physical stores. [13]

Sales and closure of VMR

A V2 Pro Series 3 vaporizer V2 Pro Series 3 Vaporizer (15728793921).jpg
A V2 Pro Series 3 vaporizer

From December 2014, V2 Cigs started rebranding products to Vapour2 in Europe. [14] In December 2015, China-based Huaobao International Holdings purchased a controlling 51% stake in VMR Products. [4] [15] Huabao is approved to sell vapor products by the Chinese State Tobacco Monopoly Administration, the government agency that controls the tobacco market in China. [16] In 2015, VMR Products said that it will move its supply chain in-house instead of relying on third-party partners. [17]

The Food and Drug Administration (FDA) enforcement of regulation of the American vaping industry in 2016 signalled trouble for V2 Cigs. Its manufacturer was also unable to legally release a new e-cigarette to compete against Juul which was swiftly rising in the market. [18] In October 2018 Juul Labs, Inc. purchased VMR Products LLC, the parent company of V2 e-cigarettes in a $75 million deal. [19] It was reported that Juul's rationale for the acquisition of VMR products was to gain access to the Chinese market. [16] VMR Products and the V2 product line shut down effective on November 2, 2018 [20] leaving millions of V2 customers at bay. [18]

Current operations

Logo of VSAVI VSAVI logo.png
Logo of VSAVI
Vsavi branded Classic V2 e-cigarette with an inserted Red Tobacco cartridge V2 Vsavi classic e-cig.png
Vsavi branded Classic V2 e-cigarette with an inserted Red Tobacco cartridge

However, distribution of the V2 e-cigarettes have continued by V2 Cigs UK, which was originally founded as BuyV2Cigs as an authorised reseller of VMR Products's e-cigarette products in the United Kingdom. [21] The company, based in Peterborough in England, ran its own manufacturing process and controlled the supply chain. [22] After VMR's demise, V2 Cigs UK said in 2019 that it will now manufacture their own devices, e-liquid and other products including under the Vsavi (pronounced "V-savvy") brand as a recommencement of V2. The devices are fully compatible continuations of the former V2 products. [23] [18]

Marketing

Between 2015 and 2016, V2 Cigs spent a total of $11,900 for radio advertisements in six American cities. The amount and timeslots for the ads were less compared to three of its rivals, Logic, VaporFi, and VaporShark. [24]

Related Research Articles

<span class="mw-page-title-main">Imperial Brands</span> British tobacco company

Imperial Brands plc is a British multinational tobacco company headquartered in London and Bristol, England. It is the world's fourth-largest international cigarette company measured by market share after Philip Morris International, British American Tobacco and Japan Tobacco and the world's largest producer of fine-cut tobacco and tobacco papers. Imperial Brands is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

<span class="mw-page-title-main">Lorillard Tobacco Company</span> Tobacco firm

Lorillard Tobacco Company was an American tobacco company that marketed cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max. The company had two operating segments: cigarettes and electronic cigarettes.

<span class="mw-page-title-main">Electronic cigarette</span>

An electronic cigarette (e-cigarette), or vape, is a device that simulates smoking. It consists of an atomizer, a power source such as a battery, and a container such as a cartridge or tank. Instead of smoke, the user inhales vapor. As such, using an e-cigarette is often called "vaping".

<span class="mw-page-title-main">Regulation of electronic cigarettes</span>

Regulation of electronic cigarettes varies across countries and states, ranging from no regulation to banning them entirely. As of 2015, around two thirds of major nations have regulated e-cigarettes in some way. A 2023 report by the World Health Organization (WHO) found that 34 countries had banned the sale of e-cigarettes.

Pax Labs is an American electronic vaporizer company founded in 2007 that markets the Pax vaporizers. The company developed the Juul e-cigarette. Juul Labs was spun out as a separate company in 2017.

<span class="mw-page-title-main">Blu (electronic cigarette)</span> Electronic cigarette brand

Blu is an electronic cigarette brand, produced by Fontem Ventures based in Amsterdam and owned by British tobacco company Imperial Brands. The brand Blu sells various types of rechargeable and disposable e-cigarettes with a wide selection of flavored and unflavored liquids. Its products are available in many countries and each market offers different types of products suited to public demand and opportunities.

<span class="mw-page-title-main">Cloud-chasing</span> Blowing vapor with an electronic cigarette

Cloud-chasing is the activity of blowing large clouds of vapor using an electronic cigarette. Using the devices for "cloud-chasing" began in the West Coast of the US. The exact origins of the activity are unclear, but most competitive e-cigarette users say that it started around 2012. Competitive vaping is increasing in popularity internationally, spreading from the US and Canada to Indonesia. Cloud-chasing is a recreational activity and a hobby.

<span class="mw-page-title-main">Construction of electronic cigarettes</span> Engineering and chemistry of e-cigarettes

An electronic cigarette is a handheld battery-powered vaporizer that simulates smoking, but without tobacco combustion. E-cigarette components include a mouthpiece, a cartridge, a heating element/atomizer, a microprocessor, a battery, and some of them have an LED light on the end. An atomizer consists of a small heating element, or coil, that vaporizes e-liquid and a wicking material that draws liquid onto the coil. When the user inhales a flow sensor activates the heating element that atomizes the liquid solution; most devices are manually activated by a push-button. The e-liquid reaches a temperature of roughly 100–250 °C (212–482 °F) within a chamber to create an aerosolized vapor. The user inhales an aerosol, which is commonly but inaccurately called vapor, rather than cigarette smoke. Vaping is different from smoking, but there are some similarities, including the hand-to-mouth action of smoking and an aerosol that looks like cigarette smoke. The aerosol provides a flavor and feel similar to tobacco smoking. There is a learning curve to use e-cigarettes properly. E-cigarettes are cigarette-shaped, and there are many other variations. E-cigarettes that resemble pens or USB memory sticks are also sold that may be used unobtrusively.

<span class="mw-page-title-main">Vape shop</span> Shop selling vaping products

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<span class="mw-page-title-main">Juul</span> American electronic cigarette manufacturer

Juul Labs, Inc. is an American electronic cigarette company headquartered in San Francisco. Its flagship product is the Juul electronic cigarette, which atomizes nicotine salts derived from tobacco supplied by one-time use cartridges. Juul Labs was co-founded by Adam Bowen and James Monsees as part of Pax Labs and started selling the Juul device in 2015. In 2017, Juul Labs was spun off from Pax Labs, after which Altria acquired a 35% stake in the company for $12.8 billion on December 20, 2018. Juul received a $2 billion bonus to distribute among its 1,500 employees. Juul stopped selling its original device in 2023, introducing the Juul 2.

<span class="mw-page-title-main">Logic (electronic cigarette)</span> Electronic cigarette brand

Logic is an electronic cigarette brand of Japan Tobacco International. Logic sells rechargeable and disposable e-cigarettes.

<span class="mw-page-title-main">Vuse</span> American electronic cigarette brand

Vuse is an American brand of electronic cigarettes introduced in 2013. They are produced and marketed by the Reynolds American tobacco company and globally by its parent company, British American Tobacco (BAT). Products were previously also marketed internationally as Vype, originally launched by BAT before its acquisition of Reynolds American, until 2021.

<span class="mw-page-title-main">Ploom</span> Brand of heated tobacco and e-cigarette products

Ploom is a brand of tobacco heating devices that integrates aspects of both traditional and electronic cigarettes. The device employs a technology that heats tobacco without combustion. It is marketed by Japan Tobacco Inc. (JTI).

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<span class="mw-page-title-main">Puff Bar</span> E-cigarette

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<span class="mw-page-title-main">Veev</span> Electronic cigarette brand

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<span class="mw-page-title-main">Elf Bar</span> Chinese brand of electronic cigarettes

Elf Bar is a Chinese brand of electronic cigarettes produced by Shenzhen iMiracle Technology, a part of Heaven Gifts. These vapor products are characterized by their fruity flavors and colorful appearance. Elf Bar is, as of 2023, the most popular brand for disposable e-cigarettes in the world. Reusable variants are also marketed.

References

  1. ↑ "Varney & Co". Fox Business.
  2. 1 2 3 Mann, Joseph (October 14, 2013). "V2 Cigs: S. Florida company's sales are smoking hot". The Miami Herald. Archived from the original on June 3, 2014. Retrieved January 22, 2025.
  3. ↑ "Where to find V2 Cigs-Compatible Vapes in the U.S." Vaping360. 2022-04-15. Retrieved 2025-01-22.
  4. 1 2 3 Adams, Susan. "Can E-Cigarettes Survive The War Against Vaping?". Forbes. Retrieved 2025-01-22.
  5. ↑ "V2 CIGS WILL LAUNCH JUNE 7TH". 2010-06-26. Archived from the original on 26 June 2010. Retrieved 2025-01-22.
  6. ↑ Robehmed, Natalie. "E-cigarette Sales Surpass $1 Billion As Big Tobacco Moves In". Forbes. Retrieved 2025-01-22.
  7. ↑ Dickey, Megan Rose (August 7, 2023). "This E-Cigarette Company Is On Track To Generate North Of $100 Million This Year | Business Insider India". Business Insider. Retrieved 2025-01-23.
  8. ↑ Communications, Crenshaw (2013-09-12). "V2 Cigs Launches EU Website & European-Based Distribution Center". GlobeNewswire News Room (Press release). Retrieved 2025-01-22.
  9. ↑ Sebastian, Michael (March 17, 2014). "Jewel-Tipped E-Cig for Women Comes in Rose Gold Color, Rodeo Drive Flavor". Advertising Age. Retrieved January 22, 2025.
  10. ↑ Gray, Eliza (July 11, 2014). "Reynolds American-Lorillard Tobacco Merger Would Unite 2 E-Cig Brands". Time. Retrieved July 23, 2015.
  11. ↑ Hyde, Dan (February 16, 2015). "Smokers lose passion for e-cigarettes as sales stall". The Daily Telegraph . Retrieved July 23, 2015.
  12. ↑ Shubber, Kadhim (February 15, 2015). "Ecigarettes suffer withdrawal symptoms" . Financial Times.
  13. ↑ Jun. 06; 2014. "VMR's V2 Available in 40,000 U.S. Retail Locations". CSP Daily News. Retrieved 2025-01-22.{{cite web}}: |last2= has numeric name (help)CS1 maint: numeric names: authors list (link)
  14. ↑ "V2 Cigs UK Shop | Electronic Cigarettes | Best E Cigarette UK". 2015-05-03. Archived from the original on 3 May 2015. Retrieved 2025-01-22.
  15. ↑ Communications, Crenshaw (2015-12-14). "VMR Products, Marketer of V2 E-Cigarettes, Announces Major Investment". GlobeNewswire News Room (Press release). Retrieved 2025-01-22.
  16. 1 2 "V2 Cigs is Closed: Find Compatible and Similar Vapes". Vaping360. Retrieved October 3, 2019.
  17. ↑ Whelan, Robbie (June 12, 2015). "E-Cigarettes Maker Models Supply Chain on Electronics Industry". The Wall Street Journal . Retrieved July 23, 2015.
  18. 1 2 3 Artman, Jason. "V2 Cigs Closes: Vape Your Way With the True V2 Cigs Alternative - eCig One" . Retrieved 2025-01-22.
  19. ↑ "Turning Point Brands, Inc. Announces Third Quarter 2018 Results" (Press release). Turning Point Brands, Inc. November 7, 2018. Archived from the original on August 10, 2019. Retrieved October 2, 2019– via MarketWatch.
  20. ↑ "Electronic Cigarettes & Vaporizers | V2.com". 2018-11-07. Archived from the original on 7 November 2018. Retrieved 2025-01-22.
  21. ↑ "Electronic Cigarettes - About Us : BuyV2Cigs". 2012-05-13. Archived from the original on 13 May 2012. Retrieved 2025-01-22.
  22. ↑ "Vape crusaders". Forecourt Trader. 16 September 2015. Retrieved 2025-01-22.
  23. ↑ "V2 Cigs | Premium Electronic Cigarettes | About V2 Cigs UK". 2021-04-23. Archived from the original on 23 April 2021. Retrieved 2025-01-22.
  24. ↑ Nicksic, N. E.; Brosnan, P. G.; Chowdhury, N.; Barnes, A. J.; Cobb, C. O. (2019). ""Think it. Mix it. Vape it.": A Content Analysis on E-cigarette Radio Advertisements". Substance Use & Misuse. 54 (8): 1355–1364. doi:10.1080/10826084.2019.1581219. PMC   6510614 . PMID   30860933.
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