Vapouround magazine ISSUE 11 | Page 218

Sweet Simplicity UK Vape Supply Ltd have found their niche through a straightforward presentation of classic flavours Have you ever looked at a e-liquid name so abstract it made you furrow your brow, scratch your head and murmur “what?” In an industry famed (and rightfully celebrated) for its pageantry and gimmickry, Dai Parry and Patrick Wilson – founders of UK Vape Supply Ltd, sought a simpler path. Every activity has its share of passing fads, but Dai and Patrick have built their City Vape juice range on a firm foundation of favourites that never go out of style. “We have a mixture of minty, fruity, cakey, creamy and generally sweet liquids,” says Dai, speaking at the Vaper Expo, where visitors vaped the City Vape flavours, such as lemon ice cream waffle, blueberry apple pie and City Berg. With 30 years wholesale experience between them, including a bar, a nightclub, various shops, and festivals such as Glastonbury, Dai and Patrick know how to spot a business opportunity. “We saw potential in the arrival of mods and liquids, changed one of our shops to a vape one and saw ridiculous business. We now have retail shops selling three ranges to cover every type of mod and liquid for customer preference. We were amazed to see that despite stocking all major UK and US brands, 90% of juice sales were of our own. We have a complete shop range, a flavour and range for everyone. We’re very passionate about vaping, and equally focused on offering a complete vape juice solution to shops and traders.” Despite the versatility and range of flavours offered by UK Vape Supply Ltd, City Vape’s straight-shooting minimalism has proven outstanding. This style also extends to the visual side of its marketing. “With industry foresight, we chose a simpler packaging style. We ditched fancy colours, weird names and dragon-killing unicorns with cartoon lollipops. We put a lot of time and personal involvement into the design of packaging and flavours to give you a unique range that no one else has. Everyone comes back to the simple stuff, and with our easily recognisable look established, all our remaining effort could then go into making the liquids taste as good as possible.” It hasn’t always been so smooth for Dai and Patrick; two of their favoured flavours began with a potentially disastrous night out. “I had a friend down south who was known as a fla