FYI
Major TPD-Inspired Changes
Sees Vaping Warehouse and
E-quits Group Formed
AS ONE OF THE UK’S LARGEST MANUFACTURERS OF E-LIQUID’S, LONJAS UK (NOW PART
OF THE E-QUITS GROUP) HAVE BEEN A MAJOR PLAYER IN THE UK FOR SOME TIME NOW.
However, with a diversifying market
place and the shadow of the TPD
hanging ominously overhead, things
have changed drastically over the last
year or so.
Lonjas never intended to launch its own
ranges and were quite happy creating
wonderful flavours and producing them
for their customers. (whom many have
built up great brand awareness on high
streets up and down the cities of Europe
and beyond.) Lonjas were happy with
that, content to stay quietly as the
hidden partner in the background
as the customers made their names.
With the imminent introduction of the
TPD, things changed. It was clear
that everybody would have to
streamline their ranges and future
bespoke flavours would need to be
launched with a degree of caution and
more extensive market research, which
was never previously required.
Lonjas CEO David Extance has been
actively involved with the new regulations
since the day they were announced
and sits on the all-parliamentary panel
for E-cigarettes, Lonjas has also been
credited by the MHRA for its consultation
on the regulations.
Lonjas had also noticed the tendency for
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wholesalers to be taking the Lion’s share
of the profit away from the manufacturer
and the retailer, whilst also being the
least interested parties when it came
to discussing and implementing the
incoming regulations.
It was with this in mind that the concept
for the VapingWarehouse.co.uk was
born, to create a hub where the retailer
outlets could deal directly with the
manufacturer and pay the kind of prices
that only distributors and wholesalers
are used to paying, and to build a ‘direct
to source’ relationship between the
creators and sellers of e-liquid where
future flavours can be discussed and the
feedback is first hand from those who
know their business.
The Vapingwarehouse.co.uk was
launched with three new premium
brands, and also the entire catalogue
of Heidi Heisenberg’s ridiculously tasty
range of flavours.
As to not upset the many customers
who Lonjas manufacture for, (some of
whom had raised concerns that they
were going into direct competition with
them) , Lonjas offered a very agreeable
solution, in that we would promote their
ranges both on the vapingwarehouse.
co.uk website and also with our tour of
trade shows and Exhibitions we show at
every year.
It was around this time that a deal
was struck between David Extance and
Heidi Davies (Owner of Heidi Heisenberg
Ltd) where Heidi’s already established
range would become part of the E-quits
family in return for TPD compliance and
product development.
With the new arrangements in place,
a company restructure was required,
The E-quits group was formed, so Lonjas
UK, VapingWarehouse.co.uk and Heidi
Heisenberg Ltd were all now family
members of the E-quits group, where
Lonjas UK facilitates manufacturing for
our customer ranges as it has always
done, and VapingWarehouse.co.uk
became the supply outlet to retailers
and shops throughout the UK and
beyond. Alongside the new structuring,
an aggressive pricing policy was
implemented for all of the new products
to allow the retailers to buy cheap and
sell high. To accompany this, E-quits also
offered an industry first, sale or return/
or credit facilities to their high street
customers which allowed for a complete
risk free partnership
The team have since been busy
developing a range of 25 white