What Vape and Juice does

Vape and Juice is a privately held, family-run UK vape retailer operating as V&J UK Ltd (Company No. 11430368), founded in 2014 by David Mason, a former smoker who transitioned via vaping. The company runs an omnichannel model: the e-commerce platform vapeandjuice.co.uk (with UK-wide free next-day delivery and no minimum order) and a network of physical retail stores across the South of England, with the headquarters and main office at 10 Davey Close, Colchester.

The product portfolio spans 1,000+ SKUs across e-liquids (nic salts, 50/50, high VG, MTL, zero-nicotine from 47+ brands), vape hardware (kits, pens, pod systems, sub-ohm kits, mods, tanks, coils, batteries, chargers), disposables, CBD products (e-liquids, kits, oils, gummies), and accessories. The company also manufactures and sells seven exclusive house/exclusive e-liquid brands (V&J Basics, The Kraken, Grinny Heaths, Cafe Society, Cotton & Kanthal, Sherlock Ohms, Big Zero) and is a government-registered manufacturer of TPD-compliant, MHRA-regulated e-liquids. A proprietary 7-question Product Recommendation Quiz sits on the site to funnel first-time buyers into starter kits.

Revenue is generated through one-time retail sales across both channels, with unit pricing from £0.99 for 10ml e-liquids and aggressive multi-buy promotions (e.g., 10 nic salts for £29, BOGO 50% off, Black Friday deals). The customer base is fully B2C and segmented into new/beginner vapers, experienced vapers, cloud chasers, and CBD users, with support delivered via human-operated live chat (Mon-Fri, UK hours) and content marketing through a blog and 'Vape and Juice TV' YouTube channel. The firm is a member of UKVIA and IBVTA, holds a Living Wage Employer accreditation, and had 1-10 employees as of the latest disclosure. No funding rounds, M&A, or external investors are disclosed.

Name

Vape and Juice

Legal name

V&J UK Ltd

Website

https://vapeandjuice.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Vape and Juice is a family-run UK vape retailer (V&J UK Ltd) founded in 2014, selling 1,000+ e-liquids, hardware, and CBD products via vapeandjuice.co.uk and physical stores across South of England, serving beginner and experienced vapers with free next-day UK delivery.

Ownership category

akta.pro rank

Product category

Vaping Products Retail

NAICS

Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991)

akta.pro primary industry

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

Keywords

• E-cigarette retail
• Vape e-liquid
• Vape hardware
• CBD vape products
• Online vape shop

Headquarters

HQ city

Whitstable

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, Technology or R&D

Revenue model

1. E-Liquid Sales: Sale of e-liquids including nic salts, 50/50 vape juice, high VG, nicotine-free options. Wide range of brands and bottle sizes from 10ml to 100ml.
2. Vape Hardware Sales: Sale of vape kits, vape pens, pod systems, sub-ohm kits, mods, tanks, coils, batteries, chargers, and accessories.
3. CBD Products: CBD e-liquid, CBD vape kits, CBD oil, and CBD gummies.
4. Disposable Vapes: Sale of disposable vape pens in various flavours.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Vape and Juice is a UK-based online and physical vape retailer selling e-liquids (nic salts, 50/50, high VG, MTL, zero-nicotine), vape hardware (kits, pod systems, sub-ohm kits, mods, tanks, coils, batteries, disposables), CBD products (e-liquids, oils, gummies, kits), and accessories. The company also manufactures its own exclusive e-liquid brands under TPD-compliant MHRA-regulated processes and operates house brand V&J Basics.

Product overview

Vape and Juice is an online vape shop operating since 2014, offering a comprehensive e-commerce platform for vaping products. The portfolio consists of core e-liquid products (including Nic Salts, 50/50 Vape Juice, MTL Liquids, and Nicotine Free options), vaping hardware (Vape Kits, Disposables, Vape Coils, Tanks), CBD products, and accessories. The company also offers its own house brand (V&J Basics) alongside third-party brands. A notable digital feature is the Product Finder Quiz, which functions as a recommendation engine to help customers select appropriate starter kits based on their experience level and preferences.

Differentiator

Problem solved

Functional benefit

Brands

• V&J Basics: House brand e-liquid line offering value-priced vape juices in various flavors including tobacco, menthol, fruit, and tobacco alternatives.
• The Kraken
• Grinny Heaths
• Cafe Society
• Cotton and Kanthal
• Sherlock Ohms
• Big Zero

Products and services

• E-Liquids Vape juices available in various nicotine strengths (0mg to 20mg), PG/VG ratios (50/50, High VG, High PG), bottle sizes (10ml, 50ml, 100ml), and flavours including fruit, menthol, dessert, tobacco, and beverage categories. Available to individual vapers across the UK.
• Nic Salts Nicotine salt e-liquids offering higher nicotine concentration with reduced throat hit, designed for smokers transitioning from cigarettes. Available in 10ml bottles and various flavours.
• Nicotine Free Vape Juice Zero-nicotine e-liquids for vapers who have weaned off nicotine or prefer vaping without stimulants, available in 47+ brands and various flavours.
• 50/50 Vape Juice Equal PG and VG ratio e-liquids providing balanced throat hit and vapour production, suitable for most vaping devices and pod systems.
• MTL Liquids Mouth-to-lung e-liquids with higher PG levels, designed for starter kits and low wattage devices, providing cigarette-like draw and throat hit.
• Vape Kits Complete vaping devices including vape pens, pod systems, sub-ohm kits, box mods, and starter kits for beginners and advanced users.
• Disposables Pre-filled, single-use vaping devices ready to use out of the box with no charging or refilling required.
• Vape Coils Replacement coils for various tank systems including Aspire, Innokin, Smok, Uwell, Vaporesso, and Voopoo brands.
• Vape Tanks Rebuildable, sub-ohm, and standard tanks for storing and vaporising e-liquid, including glass replacements and accessories.
• CBD Products CBD e-liquids, vape kits, oils, and gummies sourced from brands including Big Fat CBD, Dutchie Originals, The Green House, and Ignite UK.
• Batteries & Chargers Vape batteries and chargers including Nitecore multi-bay chargers for powering and maintaining vaping devices.
• Accessories DIY e-liquid concentrates, drip tips, RBA tool kits, and vape wire for custom coil building and e-liquid mixing.
• V&J Basics (House Brand) Store-brand e-liquids and nic salts offering budget-friendly options including B&L Tobacco, Menthol Flavour, Blueberry, and Heisen flavours.
• The Kraken (Exclusive E-Liquid Brand) Exclusive eliquid brand featuring complex flavor profiles including The Purple, The Green, and The Black varieties.
• Cafe Society (Exclusive E-Liquid Brand) Exclusive eliquid brand featuring coffee and dessert-inspired flavors like Hazelnut Cookie and Pancake.
• Grinny Heaths (Exclusive E-Liquid Brand) Exclusive eliquid brand offering unique dessert and fruit flavor combinations.
• Big Zero (Exclusive Zero-Nicotine E-Liquid Range) Exclusive zero-nicotine eliquid range for vapers who have weaned off nicotine or prefer stimulant-free vaping.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• UK Vaping Industry Authority (UKVIA)coreOthersRegistered member of UKVIA, one of the two leading vape organisations in the UK. Participated in 'Go Smoke Free' NHS Smoking Cessation Initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Vapourcore: UK vape retailer with online sales and physical stores operating a similar multi-channel strategy. Directly comparable in offering and customer experience to Vape and Juice.
• Totally Wicked: Established UK vape retailer with multiple retail stores and e-commerce, also operating own e-liquid brands. Comparable multi-channel model and in-house brand strategy to Vape and Juice.
• Vape Superstore: One of the largest UK online vape retailers, offering a wide range of e-liquids, hardware, and disposables. Direct competitor in the multi-channel UK vape retail space with comparable product breadth and customer base.
• VSAVI: UK vape retailer offering e-liquids, kits, and accessories with a focus on customer education and beginner guidance. Comparable mission and product mix to Vape and Juice.
• Vape Hub: UK online vape retailer covering e-liquids, kits, and accessories. Similar product breadth and overlapping target customer segments as Vape and Juice.
• Electric Tobacconist: UK online vape retailer offering e-liquids, hardware, and accessories with broad third-party brand coverage. Direct competitor in the UK vape e-commerce space.
• Vape Club: Major UK online vape retailer with a broad e-liquid and hardware catalog and rapid-delivery services. Closely comparable product mix, online-led model, and target audience to Vape and Juice.
• Vapemate: UK vape retailer offering e-liquids, hardware, and starter kits aimed at both new and experienced vapers. Direct comparable in the UK vape retail market in offering and audience.
• Vape UK: UK-based vape retailer with a similar multi-brand catalog and beginner-friendly product selection. Comparable online retail model and customer segments.

Others

• Vampire Vape: UK-based e-liquid manufacturer with branded concentrates sold through retail partners. Comparable to Vape and Juice's house brand e-liquid sub-brands from a manufacturing-and-brand perspective.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vapeandjuiceuk
• YouTubeyoutube.com/vapeandjuicetv
• Facebookfacebook.com/vapeandjuiceuk
• LinkedInlinkedin.com/company/vape-and-juice
• Instagraminstagram.com/vapeandjuiceuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Vape and Juice