UK-listed Distributor Supreme Becomes the General Distributor for ELFBAR and Lost Mary

On July 5, the UK-listed e-cigarette distributor Supreme announced that it has become the general distributor for the leading UK e-cigarette brands ElfBar and Lost Mary, effective June of this year, supplying major UK retailers such as Tesco, Morrisons, One Stop, and WHSmith Travel.
Supreme expects this partnership to generate revenues of £25 million to £30 million in the next fiscal year ending March 2024. In the announcement, Supreme stated that it will closely monitor the sales performance of ElfBar and Lost Mary and will report their performance separately from Supreme's existing e-cigarette category.<\/p>

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Supreme stated in the announcement that it is a leader in the UK e-cigarette market, with a wide distribution network, as well as compliance, management, and quality control capabilities, providing ready-made planning for the future distribution strategy of the brands in the UK market. The CEO of Supreme expressed happiness at securing such a large-scale distribution partnership, with both new and existing retailers responding very positively.
According to Supreme's official information, it was established in 1975 and entered the e-cigarette market in 2012 by launching KiK e-liquids, producing e-liquids at its VN Labs facility in Trafford Park, Manchester, in December of the same year. In the last fiscal year, Supreme completed the acquisition of three electronic manufacturers: Liberty Flights, Cuts Ice, and Superdragon. Its official website shows that Supreme currently holds a 30% share of the UK e-cigarette market.
Regarding this partnership, Ge Wu Consumption believes it is related to the tightening of regulations in the UK market. In April of this year, the UK announced a £3 million grant from the Department of Health to establish an “Illegal E-Cigarette Enforcement Team” to vigorously enforce against the illegal sale of products.
According to Ge Wu Consumption, the UK is currently strengthening its regulatory work related to e-cigarettes. The number of illegal e-cigarettes seized in the first four months of 2023 was seven times the total seized in 2021, and the enforcement scope includes products that do not comply with UK regulations and have not been properly tested for safety, as well as counterfeit products. As an established e-cigarette distributor, Supreme's capabilities in compliance and quality will help ElfBar and Lost Mary continue to sell legally in the current UK market.<\/p>