UK E-Cigarette Distributor Supreme Expected to Set Sales Record as Market Outlook Draws Attention

E-cigarette distributor Supreme is set to report its interim results, with sales expected to hit a record high, though it faces a crackdown on underage vaping and tighter restrictions. The company’s chief financial officer said negative news surrounding underage smoking has seriously damaged its adult smoking cessation products.

According to a report from Proactive Investors, UK vaping distribution giant Supreme plc will release its audited interim results on November 28. The market expects the company to post the highest sales in its history, while the industry-wide crackdown on underage vaping and restrictions on disposable next-generation products make the company’s forward guidance especially important. 

Although Supreme remains optimistic about stricter regulation of the vaping industry, its major shareholders are concerned about the company’s bearish share price performance after Prime Minister Rishi Sunak made unfavorable remarks about “vaping” in October. 

According to Supreme CFO Suzanne Smith, negative news about underage smoking has seriously undermined the company’s core message that vaping helps adults quit smoking.