Juul to exit Germany by the end of this year

On October 20, according to foreign media reports citing a spokesperson for the company in Hamburg, Juul Labs will withdraw from Germany by the end of this year.

The company said it needs to determine its priorities in order to achieve long-term success. It said that by doing so, it can invest in research, development, and future products in its core markets.

German consumers will be able to purchase Juul products until existing inventory is sold out.

Following a wave of layoffs, Juul’s German subsidiary was left with only about a dozen employees, and those employees have now also been dismissed.

Juul already exited Austria this summer and plans to leave Switzerland soon as well.

The company had achieved major success in the United States before facing strong regulatory opposition, but due to EU nicotine restrictions, it found the European market difficult to compete in.

Juul products sold in Europe contain significantly lower nicotine levels than those sold in the U.S. market, making it difficult for them to compete with combustible cigarettes in Europe.

More recently, Juul was also forced to temporarily suspend shipments in Germany because its packaging lacked the mandatory recycling symbol.