COVER STORY
in with their hands in their pockets. But within 15 minutes of the show
opening, people were saying, ‘I’ve tasted that, OK, what’s your
show offer?’”
Stuart counts many an ardent vaper among the Red Liquids clientele,
but smokers form the core of the customer base. The light and
airy shop aesthetic is a welcoming environment for passers-by,
intrigued by the prospect of CBD. Stuart describes it as ‘Apple
meets Pandora’, which is a far cry from the archetypal intimidating
vape shop.
“Our core business in shops is still very much to serve the vape
community. That doesn’t mean we can’t serve other communities
that are walking past but I wouldn’t want to necessarily turn it into a
health food shop only because we might drive the vapers away.”
Stuart and his team are willing to test the waters with other types
of product, such as tobacco-free CBD-rich roll-ups made using
the processed hemp commonly found in hemp tea.
But e-liquids remain the main focus, particularly given the uncertainty
around Novel Foods regulations. The only regulatory challenge
currently facing e-liquid sellers is to steer clear of medicinal claims.
But by the time most customers walk into a Red Box vape shop,
they will have explored the masses of research and first-person
accounts available online.
“If a 65-year-old person comes into the shop because they’ve
got a swollen ankle and it’s arthritic and say, ‘I’d like to buy
CBD because I know that it helps me’, I don’t have to say ‘no,
it doesn’t’. I can say ‘I’m really glad it helps you. Let’s talk about
strength and how much you’d like’”.
The industry continues to evolve and forward-thinking companies
like Red Liquids set the pace. Two new products are set for launch
in May, one of which Stuart is particularly excited about. But for
now, he’s staying tight-lipped.
“I’m probably going to get told off for telling you, but I keep telling
everyone so it’s not a really big secret. It will open CBD up to a
broader vaping market.”
“Our core business
in shops is still very
much to serve the vape
community. That doesn’t
mean we can’t serve
other communities that
are walking past”
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