RELAXER TECHNOLOGY

What RELAXER TECHNOLOGY does

RELAXER TECHNOLOGY is a London-based, privately-held online retailer and distribution company founded in 2019 that operates the UK Online Flagship Store for RELX-branded vaping products, sourcing the product line from China and distributing it to consumers in the UK and internationally. The company is led by founder and CEO Xinran Zhao and managing director Pingchuan Ma, with a workforce of 11–50 employees, and is positioned as a channel partner within the broader RELX Technology ecosystem, which claims 100,000+ employees, 22M+ active users, 700+ patents, and a No.1 market position in 20+ countries.

The product portfolio distributed through RELAXER TECHNOLOGY spans RELX device lines (Essential 2 at £9.99, Creator Pro modular system, Infinity 2 Plus at £22.99, Artisan Limited Edition at £44.99, Year of the Horse at ¥666), high-capacity disposables (MaxGo 12K with 12,000 puffs, MaxGo 33K with 33,000 puffs and 25W output, ICE KING with 25,000 puffs and 5 modes), and consumables (Infinity Pod Pro 2 with 20+ flavor options), plus personalization/engraving services and gift cards. The store is built on Shopify with multi-currency support (GBP, USD, EUR, JPY, CNY), multi-language storefronts (English, Japanese, Simplified/Traditional Chinese), and integrations with WeChat Pay, Alipay, and international card payments.

The business model is direct-to-consumer e-commerce with unit-pricing and pay-as-you-go billing, no subscription or contract evidence disclosed. Total disclosed funding is approximately $777,708 across two 2019 rounds; no subsequent raises, M&A, or leadership changes are documented. Shipping is executed via Royal Mail with next-day UK delivery and international handoff to local carriers, reaching 60+ countries across Europe, Asia Pacific, North America, Oceania, the Middle East, and South America. Marketing relies on organic social (Facebook, Instagram, TikTok, Pinterest/YouTube), content via a vape knowledge blog, an email newsletter, and an affiliate program.

Name

RELAXER TECHNOLOGY

Legal name

UK Vape & Tobacco Flagship Store

Website

https://myrelax.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

RELAXER TECHNOLOGY is a London-founded, privately-held online retailer that operates the UK Online Flagship Store for RELX-branded vaping devices and consumables, distributing them from China to individual consumers in the UK and 60+ countries via Shopify-based DTC e-commerce.

Ownership category

akta.pro rank

Product category

Vaping Devices

NAICS

Health and Personal Care Retailers (456)

akta.pro primary industry

Dedicated Vape & E-Cigarette Shops (Specialty Retail) (CRANAEAA)

akta.pro secondary industries

E-Liquid & Nicotine Salt Retail (CRANAEAH), Vape & Cartridge Accessories (Batteries, Chargers, Pods) (CRANAHAH)

Keywords

• Vape devices
• Pod systems
• Disposable vapes
• E-cigarette products
• Vaping hardware

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardware Device Sales: Sale of vaping devices including pod systems (Essential 2, Infinity 2 Plus, Artisan) and disposable/rechargeable units (MaxGo series). One-time purchase model for device hardware.
2. Pod and Consumable Sales: Refillable pods and consumable products for ongoing use. Repeat purchase model for pod refills and flavor pods.
3. Customization Services: Device engraving services allowing customers to personalize devices with custom text or images for additional revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

RELAXER TECHNOLOGY operates the UK Online Flagship Store for RELX-branded vaping products, distributing and retailing RELX pod systems, disposable vapes, e-liquids, and accessories from China into the UK and global markets. The company sells devices such as the Creator Pro, Infinity 2 Plus, Essential 2, Artisan, MaxGo 12K/33K, and ICE KING directly to consumers via owned e-commerce storefronts. It also offers device engraving/personalization services and gift cards as ancillary offerings.

Product overview

RELAXER TECHNOLOGY operates as a vaping technology company with a unified product ecosystem centered on RELX-branded devices and pods. The core portfolio consists of multiple device lines (Infinity Series with award-winning design, Essential Series as entry-level option, and Artisan Limited Edition as premium variant) paired with interchangeable pod systems (Infinity Pod Pro 2). The company differentiates through modular/customization products including the RELX Creator Series featuring the Creator Pro with modular design for personalized flavors and styles. High-capacity disposable offerings include MaxGo 12K (12,000 puffs) and MaxGo 33K (33,000 puffs), plus the ICE KING disposable (25,000 puffs). Limited edition products like the Year of the Horse Artisan create exclusivity. Accessories include personalization/engraving services and gift cards. The company claims global leadership with presence in 20+ countries, 22M+ active users, 700+ patents, and environmental commitment through 100M pods recycled.

Differentiator

Problem solved

Functional benefit

Brands

• RELX Creator Series: Modular design vape products allowing users to customize flavours and style.
• RELX Infinity Series
• RELX MAXGO

Products and services

• RELX Creator Pro Modular RELX vape device with customizable flavors and styles, allowing users to personalize their vaping experience through refillable pods.
• RELX MaxGo 33K High-capacity RELX disposable vape offering 33,000 puffs with 25W power and dual flavor storms technology.
• RELX MaxGo 12K RELX disposable vape providing 12,000 puffs with 10W power output.
• Infinity Pod Pro 2 RELX pod system compatible with Infinity devices, offering over 20 flavor variations.
• RELX Infinity 2 Plus Device Mid-range premium RELX pod device priced at £22.99, featuring advanced pod technology for long-term use.
• RELX Essential 2 Device Entry-level RELX vape device priced at £9.99, designed as a starter device for everyday use.
• RELX Artisan Device Limited Edition Limited edition premium RELX vape device priced at £44.99 with exclusive design elements.
• Year of the Horse Limited Edition Special RELX limited edition product with 100 sets priced at £666, celebrating the Year of the Horse.
• ICE KING Disposable Vape High-capacity RELX disposable vape offering 25,000 puffs with 5 modes and ultra-smooth taste technology, featuring ice-themed flavors.
• RELX Device Engraving Service Device personalization service allowing customers to engrave custom text or images onto RELX vape devices.
• RELX Gift Cards Gift card products redeemable for purchasing RELX vaping products and devices through the online store.

Quantifiable outcome

• 22 Million+ active users globally
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• Royal MailcoreChannel Partner/ Reseller/ DistributorPrimary shipping partner for UK and international order fulfillment. All orders shipped via Royal Mail with postage ranging £9.90-£22.60. Royal Mail hands over to local carriers (e.g., EMS by China Post) upon arrival in destination countries.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vape Club: One of the largest UK online vape retailers, selling devices, e-liquids, and disposables from multiple brands via a direct-to-consumer e-commerce model directly comparable to RELAXER TECHNOLOGY's UK flagship store.
• Vapestore: UK vape specialist retailer operating online and physical stores, carrying pod systems, disposables, and e-liquids from brands including Elf Bar and Lost Mary. Closely overlaps with RELAXER TECHNOLOGY's product mix and customer base.
• Ecigarette Direct: Established UK vape e-commerce retailer selling starter kits, mods, pods, and e-liquids with multi-brand assortment. Comparable in DTC e-commerce positioning and target adult-vaper customer segment.
• Vape Superstore: UK-based online vape superstore carrying disposable vapes, pod kits, and e-liquids from major brands. Directly competes with RELAXER TECHNOLOGY for the same UK adult consumer vape customer via similar e-commerce storefront.

Others

• RELX Technology: The parent brand ecosystem whose products RELAXER TECHNOLOGY distributes. While not a direct competitor, RELX is the controlling brand relationship and benchmark for the company's entire product portfolio and value proposition.

Broad incumbents

• ELFBAR (Flashtech): Global leader in disposable vapes whose ICE KING product is even sold through RELAXER TECHNOLOGY's storefront. Represents both a brand supplier relationship and a competitive threat in the high-puff disposable category.
• Geek Bar: Major global disposable vape brand competing with RELX MaxGo and ICE KING for the high-puff disposable segment that RELAXER TECHNOLOGY depends on. Operates at much larger scale as a brand owner.
• Vuse (BAT): British American Tobacco's vape brand with broad global retail distribution. Competes with RELAXER TECHNOLOGY's RELX pod portfolio in the closed-system pod category across UK and European markets.
• JUUL Labs: Established US-headquartered pod-based vape brand with global reach. Competes in the same closed-pod system category that RELAXER TECHNOLOGY's Infinity Pod Pro 2 and Essential 2 serve.

Emerging players

• Vaporesso: Vape hardware manufacturer offering pod systems and mods that overlap with RELAXER TECHNOLOGY's RELX pod and mod device portfolio, particularly in the open-system / refillable segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubepinterest.co.uk/relxnow
• Facebookfacebook.com/UKRELX
• Instagraminstagram.com/relaxertech
• LinkedInlinkedin.com/company/relxuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RELAXER TECHNOLOGY