Supermarket giant Morrisons has announced a significant partnership with vape retailer The E-Cig Store that will see dedicated vaping concessions introduced to 400 of its stores across the UK.
A New Retail Partnership
The collaboration will involve installing both internal kiosks and pods within Morrisons supermarkets, as well as external standalone units positioned near main entrances. These new retail spaces will stock what the company describes as a focused, high-demand selection of vaping products.
The first of these concessions is scheduled to open in Rotherham next month, marking the beginning of an ambitious nationwide rollout. Michael McCue, Group Commercial Director of The E-Cig Store, stated that this move represents a step-change for the UK vape sector.
Industry Impact and Consumer Access
Mr McCue elaborated on the partnership's significance, saying: Through this partnership we will embed expert-led, fully compliant vape stores in everyday shopping environments, serving millions of adult smokers and vaping consumers.
He emphasised that this initiative goes beyond mere retail expansion, describing it as a new gateway for innovation, brand engagement, and education on harm reduction. The E-Cig Store, which already operates more than 50 retail sites across the UK, stated this partnership would offer vape brands unparalleled routes to market.
Implications of the Upcoming Vape Tax
This retail expansion comes at a pivotal moment for the vaping industry. Chris Price, e-commerce manager at VapeShop.co.uk, commented: In simple terms, this is a major shake-up for the vaping industry, and prices are expected to rise.
His warning references the vape tax increase confirmed in the Labour Party's Autumn Budget, which is set to take effect from October next year. According to industry estimates:
- The cost of filling a standard vape will jump to £6.44 from £3.99
- Larger 50ml e-liquid bottles currently priced at £11.99 will rise to £25.20
This significant price increase is likely to reshape the vaping market, making Morrisons' new concessions particularly timely for consumers seeking accessible vaping products.
