What VPZ does

VPZ (legal entity CCHG Ltd) is one of the UK's largest specialist vape retailers, founded in Edinburgh in 2012 by brothers Callum and Connor Henderson. The company operates a dual-channel retail and e-commerce model, combining over 190 company-owned physical stores across Scotland, England, and Wales with the vpz.co.uk online store offering free next-day delivery on orders over £19.99. Every store is staffed by NCSCT-trained specialists offering face-to-face smoking-cessation consultation, with VPZ claiming to have helped over 700,000 people quit smoking since inception.

Revenue is generated primarily through retail vape product sales (e-liquids, vape kits, pods, coils, and accessories) with a growing proprietary brand mix. VPZ manufactures its own e-liquid range, Self Juice (245+ products across seven sub-brands including Self Fruits, Self Fusions, Self Sweets, Self Minted, Self Pud Puds, Self Legends, and Self Drinks), in a UK-based lab using food and medical-grade ingredients, and develops its own AEQ hardware line (pod kits and coils) via manufacturer R&D collaboration. Third-party brands from Aspire, Geekvape, Vaporesso, SMOK, IVG, Lost Mary, and others fill out the catalog. Pricing is unit-based, ranging from £1.99 for 10ml e-liquid bottles to £59.99 for premium vape bundles, with a loyalty program offering up to 12.5% cashback.

The business model is consumer-direct B2C with two primary segments — adult smokers seeking cessation alternatives and existing vapers. All products are TRPR-compliant and MHRA-registered. FY2024 turnover was £55.2M with operating profit of £6.1M (78% year-on-year profit growth), placing VPZ among the largest pure-play vape retailers in the UK ahead of the June 2025 single-use disposable ban and the ongoing Tobacco and Vapes Bill regulatory reform.

Name

VPZ

Legal name

CCHG Ltd

Website

https://vpz.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

VPZ (CCHG Ltd) is a UK vape retailer founded in Edinburgh in 2012, operating over 190 specialty stores nationwide plus vpz.co.uk e-commerce, selling e-liquids, vape kits, pods, and coils — including its own Self Juice and AEQ brands — to adult smokers and vapers seeking cessation and recreational alternatives.

Ownership category

akta.pro rank

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Vape Product Sales: VPZ generates revenue through the sale of vaping products including e-liquids, vape kits, pods, coils, and accessories across its network of over 190 UK stores and online. The company reported £55.2 million turnover in 2024 with operating profit of £6.1 million, representing 78% year-on-year profit growth.
2. Proprietary Brand Sales: Revenue from VPZ's own brands including Self Juice e-liquids (comprising multiple sub-brands with 245+ products) and AEQ vape hardware. These proprietary products offer higher margins than third-party brands and differentiate the company in the market.
3. Loyalty Program: VPZ operates a loyalty rewards program offering up to 12.5% cashback on online orders, driving customer retention and repeat purchases. Members earn points on all purchases which can be redeemed for future discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

VPZ is a UK vape retailer operating over 190 physical stores and an e-commerce platform, selling e-liquids, vape kits, pods, coils, and accessories. The company manufactures its own Self Juice e-liquid brand in a UK-based lab and produces its AEQ hardware line, both offering higher margins and differentiation from third-party brands. In-store NCSCT-trained specialists provide face-to-face quit-smoking guidance.

Product overview

VPZ is the UK's leading vape retailer and e-cigarette specialist, operating both online and through over 190 physical store locations across the UK since opening its first store in 2012. The company sells a comprehensive range of vaping products centered around its own brands—Self Juice (premium e-liquids launched in 2022, available in seven sub-brands including Self Fruits, Self Fusions, Self Drinks, Self Sweets, Self Legends, Self Minted, and Self Pud Puds, manufactured in VPZ's UK-based lab) and AEQ (own-brand hardware including pod kits and coils)—alongside an extensive portfolio of third-party products. The product portfolio encompasses: e-liquids in multiple formats (10ml freebase and nic salt, 50ml and 100ml shortfills, and nicotine shots) with nicotine strengths from 0-20mg; vape kits including pod kits, DTL kits, MTL kits, box mods, and vape tanks from brands such as Aspire, Geekvape, Innokin, OXVA, SMOK, Vaporesso, and Voopoo; replacement coils and pods (both refillable and pre-filled) from multiple brands; heat-not-burn devices; and nicotine pouches. All stocked products are TRPR compliant and registered with the MHRA. The company offers free UK delivery on orders over £19.99 and operates a loyalty rewards programme with up to 12.5% cashback.

Differentiator

Problem solved

Functional benefit

Brands

• Self Juice: Premium e-liquid brand launched in 2022, featuring sub-brands including Self Fruits, Self Fusions, Self Legends, Self Minted, Self Drinks, Self Sweets, and Self Pud Puds. Made in VPZ's UK-based lab using food and medical-grade ingredients.
• AEQ
• VO

Products and services

• Self Juice E-Liquid Range Proprietary e-liquid brand manufactured in VPZ's UK-based lab, comprising 245+ products across seven sub-brands (Self Fruits, Self Fusions, Self Legends, Self Minted, Self Drinks, Self Sweets, Self Pud Puds). Made using food and medical-grade ingredients, offered to adult consumers seeking disposable-like flavour experiences at lower cost.
• AEQ Vape Hardware VPZ's own brand of vape hardware including pod kits (AEQ, AEQ 2.0, AEQ Ultra, AEQ Pro, AEQ Pro Tech) and coils, developed through manufacturer collaboration on R&D. Sold to adult vapers seeking VPZ's own-brand devices and consumables.
• E-Liquids Flavoured vape liquids sold in 10ml bottles (freebase and nic salt), 50ml and 100ml shortfills (0 nicotine), and nicotine shots, with nicotine strengths from 0mg to 20mg. Comprises own brand Self Juice and third-party brands such as Elfliq, Elux, Solt, Absolute Classics, and Pacha Mama. Sold to adult vapers across 190+ UK stores and online.
• Vape Kits Complete vaping devices sold to adult consumers, including pod kits, vape mod kits, vape pens, big puff vapes, DTL (direct-to-lung) kits, MTL (mouth-to-lung) kits, vape box mods, and vape tanks. Brands stocked include AEQ, Aspire, Geekvape, Innokin, OXVA, SMOK, Vaporesso, and Voopoo.
• Coils and Pods Replacement components for vape devices, including refillable replacement pods, replacement coils, DTL coils, MTL coils, and pre-filled pods for closed pod vapes and big puff devices. Brands stocked include AEQ, Aspire, Geekvape, Innokin, Lost Vape, SMOK, Vaporesso, Voopoo, Vaptio, and pre-filled pod brands such as Dojo, Gold Bar, Hayati, Hexa, IVG, Lost Mary, Pixl, and Vuse.
• Pre-Filled Vape Pods Ready-to-use cartridges pre-filled with e-liquid, designed for closed pod vapes and big puff devices. Brands include Gold Bar, IVG, Pixl, Lost Mary, SKE Crystal, Dojo, Hayati, Hexa, Avomi, Vuse, and Zeltu.
• Nicotine Shots 10ml nicotine booster shots used by adult vapers to add nicotine to shortfill e-liquids. VPZ's own brand nicotine shots are available in 18mg and 20mg strengths, with menthol and tobacco flavours.
• Heat Not Burn Devices Alternative nicotine products using heat-not-burn technology, sold to adult consumers seeking a smoke-free alternative to traditional cigarettes.
• Nicotine Pouches Tobacco-free nicotine pouches sold to adult consumers as a smoke-free nicotine alternative.
• Vape Bundles (Deal Maker) Pre-configured bundle deals combining vape devices with accessories and e-liquids at discounted prices (examples: AEQ 2.0 Bundle £29.99, AEQ Ultra Bundle £37.99, AEQ Pro Bundle £34.99, Limax Bundle £59.99). Sold to adult vapers seeking combined kit-and-consumable value packs.

Quantifiable outcome

• Over 700,000 people helped to quit smoking
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Vuse (British American Tobacco): BAT's flagship global vape brand, distributed across UK grocery, convenience, and specialist retail including VPZ itself. Comparable as a competing branded vape proposition with much broader marketing reach and distribution scale.
• Juul Labs: US-originated pod-based vape brand with global distribution and a category-defining pod system format. Comparable to AEQ and other pre-filled/closed-pod brands VPZ retails as a broader category incumbent shaping UK consumer expectations.

Direct peers

• Totally Wicked: UK vape specialist retailer with both physical stores and e-commerce, plus proprietary e-liquid and hardware lines (Accurate, Arc, Totally Wicked branded devices). Directly comparable to VPZ in retail-plus-own-brand structure and target audience of adult smokers and existing vapers.
• Vampire Vape: UK-based e-liquid brand (Heisenberg et al.) with direct-to-consumer and third-party retail distribution. Comparable to VPZ's Self Juice as a UK-manufactured proprietary e-liquid brand competing on flavor portfolio and margin.
• SmokShop: UK online vape retailer carrying a broad multi-brand catalog of kits, e-liquids, coils, and accessories, comparable to the vpz.co.uk e-commerce range and target consumer base.
• Vapouriz: UK-headquartered vape company spanning own-brand e-liquids and devices plus retail/wholesale distribution. Directly comparable to VPZ's combination of proprietary product (Self Juice, AEQ) and brick-and-click retail across the UK.
• Vape Club: One of the UK's largest online vape retailers, carrying a comparable multi-brand catalog of e-liquids, pod kits, coils, and disposables. VPZ's omnichannel model competes head-on with Vape Club online and erodes Vape Club's pricing-led model through physical-store presence.
• Ecigwizard: UK vape retailer operating online with physical stores, stocking pods, kits, and e-liquids across multiple major brands. Directly comparable omnichannel vape retail play targeting the same adult smoker/existing vaper segments.
• Vapestore: Multi-brand UK vape retailer carrying leading third-party hardware and e-liquid brands. Comparable to VPZ in catalog breadth, single-country UK focus, and adult-vaper customer base.
• E-Cigarette Direct: Long-established UK vape retailer with online-first operations and a curated multi-brand catalog overlapping VPZ's e-liquid, kit, and coil ranges. Competes with VPZ on price, breadth, and customer service among UK adult vapers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vpzuk
• YouTubeyoutube.com/c/VPZUK
• Facebookfacebook.com/VPZUK
• Instagraminstagram.com/vpzuk
• LinkedInlinkedin.com/company/vpzuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 VPZ