FEATURE
Ambition – Phoenix 2 Retail founder Chris Kelly has set his sights on gaining a five per cent share of the European vape market .
We currently have 15 per cent of the UK market , a sector worth £ 4bn , and our target now is to take five per cent of the European market .” working with businesses and stockists across those territories , finding out what convenience stores and supermarkets we might be able to work with to grow further .”
The eye-catching speed of Phoenix 2 Retail ’ s growth is perhaps only matched by the fact that the company doesn ’ t produce a single vape itself !
Instead , it brings together the supply of quality products and retail demand to create an efficient system that works for both manufacturers and retailers .
Chris explained : “ For most companies , 80 per cent of revenue comes from 20 per cent of their range .
“ So what we do , instead of trying to create our own brand , is take the top 20 per cent of our customers ’ brands and act as a route to market for them .
“ The fast moving consumer goods ( FMCG ) market is very specialised and many good vaping businesses found it really difficult to enter .
“ The fact that we act on behalf of multiple brands means retailers know they ’ re getting the very best vaping brands out there , so it suits everyone .”
In just a few short years , Phoenix 2 Retail has become a leading voice in the industry , helping shape legislation ensuring vaping remains a healthier alternative to smoking while also working to restrict sales to over-18s only .
“ You won ’ t find an industry that ’ s more in favour of tighter regulation than the vaping industry ,” said Chris . “ We are all advocates for it .”
As part of that drive , the company plans to host a series of roadshows at cash-and-carry depots across the country to educate retailers and wholesalers about the changes in legislation and new products .
It also plans to increase activity in preand post-market testing , working with an independent laboratory to examine fill levels and the ingredients to give retailers peace of mind that they are supplying products that are safe and compliant with trading standards .
“ The negative side of the industry doesn ’ t come from the well-run , wellregulated side ,” said Chris .
“ It comes from the illicit market , retailers selling to underage consumers and brands being irresponsible with
names and packaging , and we ’ ve fully supported stronger regulation .
“ We have products which we know are 95 per cent safer than tobacco and vaping remains the best way for smokers to wean themselves off smoking .
“ If you look at the success rate of using vaping to quit smoking it is significantly higher than any other alternative , be that patches , therapy or whatever , and I ’ m really proud of that .”
In addition to its expansion plans , Phoenix 2 Retail will invest in new technologies to support its people and customers and develop new products with its brand partners , including closed pods , open-pod systems and nicotine patches .
“ This industry always has to have a net benefit on society and at the moment I think it does ,” said Chris , who is looking forward to offering smokers on the continent the same choice UK vapers currently have , thanks to Phoenix 2 Retail .
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