blu eCigs
blu eCigs (Fontem US LLC), founded 2009 in Charlotte, NC and owned by Dutch parent Fontem Holdings 4 B.V., manufactures and sells closed-system electronic cigarettes (blu® Device pods, blu PLUS+® tanks, blu Disposables) to legal-age US adult smokers and vapers via Electric Tobacconist and select retail.
- Company typePrivate
- Founded2009
- HeadquartersCharlotte, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What blu eCigs does
blu eCigs, operated in the United States through Fontem US LLC and ultimately owned by Dutch parent Fontem Holdings 4 B.V., is a vapor products company founded in 2009 in Charlotte, North Carolina by Jason Healy. The company designs, manufactures, and distributes closed-system electronic cigarettes across three primary product lines: the blu® Rechargeable Device with one-click magnetic pods (flavors including Gold Leaf, Menthol, Rich Tobacco, and Tobacco Ice), the blu PLUS+® rechargeable kit with sealed factory-prefilled tanks (Gold Leaf, Menthol, Carolina Bold, Classic Tobacco), and ready-to-use blu Disposables (Vanilla, Cherry, Classic Tobacco, Menthol, Polar Mint). Core technology is a closed pod/tank architecture with rechargeable lithium-ion hardware, proprietary magnetic click-fit pod interfaces, USB charging with pass-through vaping support, and integrated safety circuitry including automatic 5-second puff shutdown, short-circuit protection, and a three-stage color-coded battery indicator. E-liquid is manufactured in the United States from domestic and imported ingredients (nicotine, propylene glycol, vegetable glycerin, natural and artificial flavors), and the portfolio is protected by an extensive US patent estate covering devices, pods, tanks, disposables, chargers, and e-liquid formulations.
The business model is hardware-plus-consumable sales targeted exclusively at US adult consumers aged 21 and older, with age verification handled through third-party Veratad. blu operates a direct-to-consumer brand motion with multi-channel fulfillment: until changes to Federal shipping law under the PACT Act took effect, blu.com served as the primary online storefront; online purchasing is now redirected to e-commerce partner Electric Tobacconist (electrictobacconist.com), supplemented by select physical retail stores discoverable through the blu Store Locator. Pricing is unit-based and not publicly disclosed on blu.com, and all sales are final with no returns. Customer support runs through Fontem US LLC (1-888-207-4588, [email protected]) and ITG Brands' Customer Relations team ([email protected]). The company sits within a broader Imperial Brands / Fontem Holdings corporate structure, received a $100M capital infusion from Imperial Brands in April 2019, and is currently appealing FDA Marketing Denial Orders issued in April 2024 against the legacy myblu pod-based product line.
blu eCigs firmographics
Firmographics- Name
- blu eCigs
- Legal name
- Fontem US LLC
- Website
- https://blu.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- blu eCigs (Fontem US LLC), founded 2009 in Charlotte, NC and owned by Dutch parent Fontem Holdings 4 B.V., manufactures and sells closed-system electronic cigarettes (blu® Device pods, blu PLUS+® tanks, blu Disposables) to legal-age US adult smokers and vapers via Electric Tobacconist and select retail.
- Ownership category
- akta.pro rank
blu eCigs industry classification
Industry- Product category
- Consumer Vapor Products
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)
- SIC
- Tobacco Products (2100)
- akta.pro primary industry
- E-liquids & Nicotine Salts Manufacturing & Brands (CRADAJAG)
- akta.pro secondary industries
- Disposable Vape Retail (CRANAEAI), E-Liquid & Nicotine Salt Retail (CRANAEAH)
Keywords
Where blu eCigs is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
blu eCigs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware & consumable product sales: Revenue from sales of vapor hardware (blu® Device, blu PLUS+® rechargeable kits) and consumables (pods, tanks, disposables). Sales are routed to e-commerce partner Electric Tobacconist due to PACT Act restrictions on direct online shipment from blu.com. All sales are final with no returns.
- Retail distribution sales: Revenue from sales of pods, disposables, and tanks through select physical retail stores, discoverable via the blu Store Locator.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | blu® Pods (blu® Rechargeable Device consumables) |
| Unit Pricing | — | blu Disposables |
| Unit Pricing | — | blu PLUS+® Tanks / Kits |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
blu eCigs product offering
Product offeringCore offering
blu eCigs manufactures and sells vapor products for adult smokers and vapers in the United States. Its lineup includes the rechargeable blu Device with blu Pods, ready-to-use blu Disposables, and the rechargeable blu PLUS+ kit with sealed Tanks. All products use nicotine e-liquids made in the U.S.A. and are sold through an e-commerce partner (Electric Tobacconist) and select physical retail stores.
Product overview
No supportable extraction. The provided source material does not include properly attributed (WX-prefixed) source passages containing blu eCigs product portfolio details.
Differentiator
Problem solved
Functional benefit
Brands
- blu® Device: Rechargeable vapor device used with blu® Pods.
- blu Disposable
- blu PLUS+®
- myblu
- bluNation®
- blu PRO™
Products and services
- blu Device with blu Pods
Companies that use blu eCigs
Customer profileSegments3 records
Ideal customer profiles2 records
blu eCigs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
blu eCigs partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights4 records
blu eCigs competitors and assessment
Company assessmentDirect peers
- NJOY: NJOY is a US-focused e-cigarette brand offering closed-pod devices (NJOY ACE) and disposables, directly competing with blu's pod and disposable lines. Like blu, NJOY has navigated FDA premarket tobacco product review and faced regulatory scrutiny on its pod-based products.
- Vuse (Reynolds American / BAT): Vuse is the leading US closed-pod e-cigarette brand (Vuse Alto, Vuse Solo), competing head-to-head with blu Device/Pods. Both brands target adult smokers seeking smoke-free alternatives through rechargeable pod systems sold at convenience stores.
- JUUL Labs: JUUL pioneered the closed-pod vapor category in the US with its USB-shaped device and pre-filled pods — the same architectural format as blu's pod system. JUUL and blu compete for the same adult vaper demographic in convenience and tobacco retail.
- Logic Technology Development: Logic manufactures closed-system e-cigarettes including disposable and pod-based devices sold under its own brand and as private-label. Its product format and adult-smoker targeting closely mirror blu's portfolio across disposables and pods.
Emerging players
- Elf Bar / EB Design: Elf Bar (and its US-market variant EB Design) is a leading disposable e-cigarette brand competing with blu's disposable line in convenience-store and vape-shop channels. Its rise has reshaped the disposable segment where blu is a participant.
- Lost Mary: Lost Mary is a fast-growing disposable e-cigarette brand marketed to adult vapers. It competes with blu Disposables on flavor variety, price point, and convenience-store shelf positioning in the US.
Broad incumbents
- Reynolds American: Reynolds American (a BAT subsidiary) markets Vuse and other reduced-risk products while operating its legacy combustible portfolio. As both a parent of a direct peer and a major US tobacco incumbent, it represents blu's most consequential broad competitor.
- Altria: Altria is a major US tobacco holding company with combustible brands and a significant stake in JUUL Labs. It competes with blu through JUUL and through its own on! nicotine pouch and smoke-free product development pipeline.
- British American Tobacco: BAT is the parent of Reynolds American/Vuse and markets glo (heat-not-burn) and Velo (nicotine pouches) globally. As a fellow multi-category tobacco multinational, BAT is both a peer and a strategic competitor to Imperial Brands/blu.
- Imperial Brands: Imperial Brands is blu's parent company (via Fontem Holdings 4 B.V.) and also markets other reduced-risk products (myblu legacy, Pulze, iD, ZoneX) globally. It is included as the ultimate parent and as a strategic counterpart in the global tobacco/vapor landscape.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
blu eCigs social profiles
Digital presenceblu eCigs financial estimates
Financial estimateRevenue estimate
Valuation estimate
blu eCigs leadership team
Management profileNumber of profiles
Profiles1 record
blu eCigs subsidiaries and ownership
Company hierarchySubsidiaries1 record
blu eCigs funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
blu eCigs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about blu eCigs
What does blu eCigs do?
blu eCigs manufactures and sells vapor products for adult smokers and vapers in the United States. Its lineup includes the rechargeable blu Device with blu Pods, ready-to-use blu Disposables, and the rechargeable blu PLUS+ kit with sealed Tanks. All products use nicotine e-liquids made in the U.S.A. and are sold through an e-commerce partner (Electric Tobacconist) and select physical retail stores.
Is blu eCigs a public or private company?
blu eCigs is a private company. It is classified as corporate owned and is currently operating.
When was blu eCigs founded?
blu eCigs was founded in 2009. It employs 51 to 100 people.
Where is blu eCigs based?
blu eCigs is headquartered in Charlotte, United States, in the North America region.
How does blu eCigs make money?
Two revenue lines are on record. Hardware & consumable product sales are the primary driver. The others are retail distribution sales.
Who are blu eCigs's main competitors?
Direct peers on record are NJOY, Vuse (Reynolds American / BAT), JUUL Labs and Logic Technology Development. Emerging players are Elf Bar / EB Design and Lost Mary. Broad incumbents are Reynolds American, Altria, British American Tobacco and Imperial Brands.
Does blu eCigs have an API?
No public API is recorded for blu eCigs.
What industry is blu eCigs in?
blu eCigs's product category is Consumer Vapor Products. Its primary akta.pro industry code is CRADAJAG, E-liquids & Nicotine Salts Manufacturing & Brands, with a secondary code of CRANAEAI, Disposable Vape Retail. Its NAICS code is 459991 and its SIC code is 2100.