JUUL Labs has confirmed that its products are now available in two major regional cash and carry players as the company expands its distribution to independent retailers through an ever expanding wholesale network.
Dhamecha Group will begin listing a range of JUUL products across cash and carry depots from 1st January as will Glasgow-based United Wholesale.
Established in 1976, London-based Dhamecha operates nine depots across London and the Midlands Mukesh Vithlani, Trading Director comments “At Dhamecha, we aim to be the number one choice for retailers and this means helping our customers recognise and take advantage of opportunities and trends in the convenience sector. The vaping category is an area that offers independent retailers huge scope for growth and we are delighted to be working with JUUL Labs to help customers realise the potential of the category.”
John Patterson, Sales Director of JUUL Labs UK says “London is a key area for JUUL in the UK with the brand having a market share of 21.3% in the capital1. To achieve our mission of improving the lives of the world’s one billion adult smokers and eliminating cigarettes, we have to be stocked and visible in stores where adult smokers purchase their tobacco products. Cash and Carry is a key route to market for many independent retailers and our partnership with Dhamecha will increase our footprint across London and also give us additional availability in Birmingham and Leicester.”
JUUL Labs has been highly selective in entering the wholesale channel as each retailer has to sign up to JUUL’s Challenge 25 programme. Implementing this at wholesale level has been challenging but necessary.
Patterson adds “JUUL and all vaping products are for adult smokers and existing nicotine users only and Challenge 25 is mandatory for all retailers regardless of channel or size, so for JUUL Labs it is not simply a case of putting product on shelf in wholesale. We also have to ensure that any third parties we supply including wholesalers align with our policy of signing up retailers to enforce the necessary age-verification procedures to ensure that our products do not get into the hands of unauthorised users and in particular youth. We are working with each wholesaler to introduce robust age verification programmes in depot and online to prevent youth usage and help keep retailers within the law.”
1.IRI , value sales YOY12 weeks to 20/10/19