E Cigarette Direct
E-Cigarette Direct is a privately held UK online and physical vape retailer, founded in 2008, selling vape kits, e-liquids, pods, nicotine pouches, and accessories to adult UK consumers through Shopify e-commerce, a Cardiff store, and OrderlyDistro wholesale.
- Company typePrivate
- Founded2008
- HeadquartersSwansea, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
E Cigarette Direct firmographics
Firmographics- Name
- E Cigarette Direct
- Legal name
- E-Cigarette Direct
- Website
- https://ecigarettedirect.co.uk
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- E-Cigarette Direct is a privately held UK online and physical vape retailer, founded in 2008, selling vape kits, e-liquids, pods, nicotine pouches, and accessories to adult UK consumers through Shopify e-commerce, a Cardiff store, and OrderlyDistro wholesale.
- Ownership category
- akta.pro rank
E Cigarette Direct industry classification
Industry- Product category
- Online Vape Retail
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (424940)
- SIC
- Tobacco Products (2100), Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Dedicated Vape & E-Cigarette Shops (Specialty Retail) (CRANAEAA)
- akta.pro secondary industries
- Vape & E-Cig Accessories Retail (Mods, Pods, Coils, Batteries, Chargers) (CRANAEAG), Disposable Vape Retail (CRANAEAI), E-Liquid & Nicotine Salt Retail (CRANAEAH), E-liquids & Nicotine Salts Manufacturing & Brands (CRADAJAG), Vape Wholesale Cash & Carry / Trade Retail (CRANAEAF), Vape, E-cigarette & Nicotine Alternative Wholesale Distribution (CRAOAIAE)
Keywords
Where E Cigarette Direct is headquartered
LocationHeadquarters
- HQ city
- Swansea
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
E Cigarette Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Product Sales - Vape Hardware: Retail sale of vape kits, pod systems, mods, tanks and accessories. One-time transaction model for individual devices and accessories.
- Product Sales - E-Liquids and Consumables: Sale of e-liquids, nicotine salts, shortfills, coils, and consumable products. Includes multi-buy promotions (e.g., 3 for £9.99, 4 for £10) driving repeat purchases.
- Product Sales - Nicotine Pouches and Alternatives: Sale of nicotine pouches, gum, and alternative nicotine products. Growing product category alongside traditional vape products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-product pricing with free delivery threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
E Cigarette Direct product offering
Product offeringCore offering
E Cigarette Direct is a UK-based specialist vape retailer operating online and through a network of physical stores. It sells vape kits, e-liquids, pods, coils, nicotine pouches, cigalikes, and accessories, alongside its own house brand Halo Vapour Co. The company also supports trade customers via a wholesale platform (OrderlyDistro).
Differentiator
Problem solved
Functional benefit
Products and services
- Vape Kits
- Vape Juice / E-Liquids
- Vape Pods
- Coils
- Nicotine Pouches
- Vape Accessories
- Cigalikes
- Halo Vapour Co.
- Wholesale / OrderlyDistro
Quantifiable outcome
- 4.96/5 average rating from 28,019 verified reviews
- +3 more outcomes
Companies that use E Cigarette Direct
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
E Cigarette Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
E Cigarette Direct partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OrderlyDistrominorWholesale distribution partner platform (orderlydistro.co.uk) that extends E-Cigarette Direct's products to B2B/reseller customers. Allows retailers to purchase vape products for retail resale.
Scale indicators5 records
E Cigarette Direct competitors and assessment
Company assessmentBroad incumbents
- Zyn (Swedish Match / Philip Morris International): Zyn is the dominant global nicotine pouch brand, owned by Philip Morris International. It is a strategic competitor within E-Cigarette Direct's nicotine pouch category and a major incumbent shaping UK nicotine alternatives demand.
Direct peers
- VPZ: VPZ is one of the UK's largest vape retail chains, with both physical stores and a strong e-commerce operation. Directly comparable to E-Cigarette Direct on category, customer base (UK adult vapers), and omnichannel model.
- Pure E-Liquids: Pure E-Liquids is a UK specialist online retailer of e-liquids and vape hardware with its own juice ranges, closely mirroring the E-Cigarette Direct mix of branded and house-brand SKUs.
- Vapemate: Vapemate is a UK vape retailer carrying kits, e-liquids, and accessories with its own juice line. Comparable mid-size competitor in the same price and assortment band as E-Cigarette Direct.
- Totally Wicked: Totally Wicked is a UK vape retailer with its own house e-liquid brand and a long track record, paralleling E-Cigarette Direct's Halo house-brand strategy and 2008-era vintage. Direct overlap on hardware, e-liquids, and physical store presence.
- Vape Club: Vape Club is a leading UK online vape retailer competing head-to-head on the same DTC e-commerce proposition, same product categories, and same UK adult-vaper customer segment.
- Vape UK Hub: Vape UK Hub is a UK-based online vape retailer offering starter kits, mods, tanks, and e-liquids. Direct overlap on product mix and target customer, with similar promotional tactics.
Others
Emerging players
- Hayati: Hayati is a fast-growing UK disposable vape brand now selling both wholesale and direct. It is a partial competitor — competing for the same UK adult disposable segment — but with a brand-led model rather than the multi-brand retail model of E-Cigarette Direct.
- Nicokit: Nicokit is a UK-focused nicotine pouch and alternative retailer. Smaller and more niche, but increasingly overlaps with E-Cigarette Direct's growing nicotine pouches category, making it an emerging same-segment competitor.
Market position
Customer concentration
E Cigarette Direct social profiles
Digital presenceE Cigarette Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
E Cigarette Direct leadership team
Management profileNumber of profiles
Profiles1 record
E Cigarette Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
E Cigarette Direct 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 E Cigarette Direct
What does E Cigarette Direct do?
E Cigarette Direct is a UK-based specialist vape retailer operating online and through a network of physical stores. It sells vape kits, e-liquids, pods, coils, nicotine pouches, cigalikes, and accessories, alongside its own house brand Halo Vapour Co. The company also supports trade customers via a wholesale platform (OrderlyDistro).
Is E Cigarette Direct a public or private company?
E Cigarette Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was E Cigarette Direct founded?
E Cigarette Direct was founded in 2008. It employs 51 to 100 people.
Where is E Cigarette Direct based?
E Cigarette Direct is headquartered in Swansea, United Kingdom, in the Europe region.
How does E Cigarette Direct make money?
Three revenue lines are on record. Product Sales - Vape Hardware is the primary driver. The others are product Sales - E-Liquids and Consumables and product Sales - Nicotine Pouches and Alternatives.
Who are E Cigarette Direct's main competitors?
Zyn (Swedish Match / Philip Morris International) is listed as a broad incumbent. Direct peers are VPZ, Pure E-Liquids, Vapemate, Totally Wicked, Vape Club and Vape UK Hub. Vape Superstore is listed as an others. Emerging players are Hayati and Nicokit.
Does E Cigarette Direct have an API?
No public API is recorded for E Cigarette Direct.
What industry is E Cigarette Direct in?
E Cigarette Direct's product category is Online Vape Retail. Its primary akta.pro industry code is CRANAEAA, Dedicated Vape & E-Cigarette Shops (Specialty Retail), with a secondary code of CRANAEAG, Vape & E-Cig Accessories Retail (Mods, Pods, Coils, Batteries, Chargers). Its NAICS code is 459991 and its SIC code is 2100.