Puff Store
Puff Store (operated by SET SPA) is an Italian omnichannel retailer of electronic cigarettes, e-liquids, and vaping accessories, founded in 2010 in Torino. The company serves Italian consumers through puffstore.it and physical retail locations as the authorized official Puff and Elfbar retailer licensed by Agenzia Dogane e Monopoli.
- Company typePrivate
- Founded2010
- HeadquartersTorino, Italy
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Puff Store does
Puff Store, legally operated by SET SPA, is an Italian omnichannel retailer of electronic cigarettes, e-liquids, and vaping accessories, founded in 2010 and headquartered in Torino (C.so Re Umberto 7) with operational and warehouse facilities in Villastellone (TO). The company holds official authorization from Agenzia Dogane e Monopoli (Italian State Monopolies Agency) for online sale of e-cigarette liquids (fiscal deposit TOPLI0001) and is registered with the National Register for RAEE waste management (IT10080000006853). It designates itself as the "Sito Ufficiale Puff ed Elfbar autorizzato" and operates both the direct-to-consumer e-commerce platform puffstore.it and a network of physical Puff Store retail locations throughout Italy, supported by a store locator feature and WhatsApp customer support.
The product offering combines proprietary and third-party lines. Proprietary assets include the Tubino pod system family — Tubino DNA (featuring Evolv DNA chip with OLED display, 1300mAh battery, USB-C fast charging, Replay function, and Smart Liquid Alert), Tubino Aspire, Tubino Kit, and Tubino Pro — plus PUFFIT 10ml ready-to-use e-liquids and the ICEBERG cooling line. The catalog spans 40+ authorized third-party brands including Elfbar, Lost Mary, Aspire, Vaporesso, Geekvape, Dinner Lady, Pacha Mama, Justfog, Kiwi Vapor, Riot Squad, Five Pawns, Jam Monster, IVG, Voopoo, Lost Vape, Innokin, Relx, and Philip Morris's Veev. Products are organized by device type (pod systems, mouth-to-lung, direct-to-lung, box mods up to 300W, rebuildable tanks) and liquid format (10ml ready, mini shots, mix-and-vape, neutral bases, concentrated aromas).
Revenue is generated through direct product sales to two identified customer segments: Italian individual consumers (both experienced vapers and first-time switchers) and SMB brick-and-mortar vape shop operators. Pricing is unit-based pay-as-you-go, ranging from approximately €9.90 for entry-level disposables to €55.00 for premium devices like the Tubino DNA, with e-liquids priced €7.20-€19.50. Free shipping is offered for orders above €49, and cash on delivery is available for a €3 surcharge. Payment options include Apple Pay, Google Pay, and cash on delivery. The company is privately held under SET SPA, with Umberto Roccatti identified as Founder, President, Managing Director, and Shareholder, and operates with 51-100 employees.
Puff Store firmographics
Firmographics- Name
- Puff Store
- Legal name
- SET SPA
- Website
- https://puffstore.it
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Puff Store (operated by SET SPA) is an Italian omnichannel retailer of electronic cigarettes, e-liquids, and vaping accessories, founded in 2010 in Torino. The company serves Italian consumers through puffstore.it and physical retail locations as the authorized official Puff and Elfbar retailer licensed by Agenzia Dogane e Monopoli.
- Ownership category
- akta.pro rank
Puff Store industry classification
Industry- Product category
- Specialty Vape Retail
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)
- SIC
- Retail-Convenience Stores (5412)
- akta.pro industry
- Dedicated Vape & E-Cigarette Shops (Specialty Retail)E-Liquid & Nicotine Salt RetailVape & E-Cig Accessories Retail (Mods, Pods, Coils, Batteries, Chargers)
Keywords
Where Puff Store is headquartered
LocationHeadquarters
- HQ city
- Torino
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Puff Store business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales - Electronic Cigarettes and Accessories: Revenue generated from direct sales of electronic cigarettes, pod systems, disposable devices, e-liquids, aromas, bases, coils, tanks, and accessories through the online store. The company sells their own Puff/Tubino branded products as well as third-party brands including Elfbar, Aspire, Justfog, Geekvape, Vaporesso, and numerous e-liquid manufacturers.
- Free Shipping Threshold Model: Free shipping for orders exceeding €49, incentivizing larger basket sizes. Cash on delivery option available for €3 additional fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level devices and disposables |
| Unit Pricing | Pay-as-you-go | Mid-range pod systems and starter kits |
| Unit Pricing | Pay-as-you-go | Premium devices with advanced features |
| Unit Pricing | Pay-as-you-go | E-liquids and aromas |
| Transaction based/ take rate | Pay-as-you-go | Shipping threshold incentive |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Puff Store product offering
Product offeringCore offering
Puff Store is an Italian online and brick-and-mortar retailer of electronic cigarettes, pod systems, e-liquids, aromas, bases, coils, tanks, batteries, and vaping accessories. Authorized by Agenzia Dogane e Monopoli as the official Puff and Elfbar retailer (fiscal deposit TOPLI0001), it sells its proprietary Tubino brand (including Tubino DNA featuring Evolv DNA chip technology) alongside over 40 third-party brands, operating from Torino with e-commerce at puffstore.it and physical stores throughout Italy.
Product overview
Puff Store is an Italian e-commerce platform specializing in electronic cigarettes (sigarette elettroniche), e-liquids, and vaping accessories, operating since 2010 as an authorized Puff and Elfbar retailer. The company offers a diverse product portfolio organized into four main categories: (1) TUBINO - their proprietary pod system brand with multiple variants (DNA with Evolv DNA chip, Aspire, Kit, Pro); (2) Electronic cigarettes including ELFBAR/LOSTMARY disposables and prefilled pods, complete starter kits categorized by vaping style (pod systems, mouth-to-lung, direct-to-lung), box mods and batteries, and atomizers/tanks; (3) Liquids and flavors under their PUFFIT brand plus third-party brands (FRUITIA, JAM MONSTER, FIVE PAWNS, PACHA MAMA, DINNER LADY, CHARLIES, PUFFBAR, ELFLIQ, RIOT, MOSS, NOISE, LOUNGE, ICEBERG) available in multiple formats (10ml ready-to-use, 10ml to 20ml mini shots, 20ml to 60ml mix-and-vape); (4) Accessories including chargers, drip tips, covers, and power banks. The company holds authorization from Agenzia Dogane e Monopoli and operates as an official Elfbar authorized seller.
Differentiator
Problem solved
Functional benefit
Brands
- PUFFIT: House brand of ready-to-use liquids in 10ml format
- ICEBERG
- TUBINO
Products and services
- Tubino Pod System Line Puff Store's proprietary pod system product line featuring multiple variants (Tubino DNA with Evolv DNA chip and OLED display, Tubino Aspire, Tubino Kit, Tubino Pro) for adult vapers seeking a customizable, replaceable-pod vaping system.
- Tubino DNA Starter Kit Premium pod mod device featuring Evolv DNA chip, customizable OLED display, 1300mAh integrated battery with USB-C fast charging, Replay function, and Smart Liquid Alert for low pod monitoring; constructed from zinc alloy and compatible with 2ml Tubino DNA pods.
- Elfbar / Lost Mary Disposable Devices and Pods Disposable electronic cigarettes and pod systems including Elfbar disposable devices, Elfbar Elfa prefilled pods, Lost Mary disposables, and compatible replacement pods for Elfa and Toca systems.
- Vaptio Slim Pod Mod Ultra-light and compact pod mod with 500mAh integrated battery, USB-C rechargeable, 1.0 ohm integrated mesh coil, 2ml pod capacity, and specialized Slim drip tip for concentrated flavor in an entry-level device.
- Elfa Turbo Kit Variable-power Elfa pod system kit with rechargeable pods designed for use with prefilled Elfa pods, targeting mid-range adult vapers.
- Kiwi Spark Starter Kit Lightweight vape pen weighing 34 grams with 700mAh integrated battery, multiple protections (temperature control, short circuit), including pod and drip tip for portable everyday vaping.
- Vaporart Bubble Starter Kit Electronic cigarette kit including 1 rechargeable pod, 500mAh rechargeable battery, 1000mAh powerbank, 5 drip tips (round, conical, silicone, cotton), and charging cable, developed by Vaporart.
- Puffit E-Liquids (10ml) Puff Store's own house-brand ready-to-use e-liquids in 10ml format, available in tobacco, fruit, and menthol variants (e.g., Azteco, Blackjack, Starberry, Arctic).
- Liquidi e Aromi (E-Liquids and Flavor Concentrates) E-liquids and flavor concentrates from house brand PUFFIT plus third-party brands (Fruitia, Jam Monster, Five Pawns, Pacha Mama, Dinner Lady, Charlies, Puffbar, Elfliq, Riot, Moss, Noise, Lounge, Iceberg, La Tabaccheria, Flavourart) available in multiple formats — 10ml ready-to-use, 10ml to 20ml mini shots, 20ml to 60ml mix-and-vape, concentrated aroma shots, and neutral bases — categorized as tobacco, fruit, creamy, fresh, and beverage flavors.
- Vaping Accessories Vaping accessories including cables and battery chargers, drip tips, covers and accessories, and power banks for adult vaping devices.
- Flacone 250ml Plastica (Plastic Bottle) 250ml plastic bottle designed for e-liquid storage and DIY mixing, supporting adult DIY e-liquid preparation.
- Chubby Gorilla E-Liquid Bottles Chubby Gorilla transparent plastic dropper bottles available in 30ml, 60ml, and 120ml sizes for DIY e-liquid mixing and storage.
- Puff Store Physical Retail Locations Physical 'Puff Store' brick-and-mortar retail locations throughout Italy, providing in-person adult consumer access to electronic cigarettes, e-liquids, and accessories with a store-locator feature.
Companies that use Puff Store
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Puff Store technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Puff Store partnerships and signals
Strategic signalPartnerships
37 partnerships are on record, tiered core, flagship, major and minor.
- Agenzia Dogane e MonopolicoreOfficial regulatory authorization for online sale of electronic cigarette liquids. Puff Store is designated as 'SITO UFFICIALE PUFF ED ELFBAR AUTORIZZATO DA AGENZIA DOGANE E MONOPOLI' (Official Puff and Elfbar website authorized by the State Monopolies Agency). Company holds fiscal deposit TOPLI0001.
- Elfbar / Lost MaryflagshipAuthorized official retailer of Elfbar and Lost Mary disposable devices and pod products, featuring dedicated product categories on the platform.
- Evolv DNAcoreTubino DNA products feature Evolv DNA chip technology, enabling customizable vaping experience with Replay function and OLED display integration.
- AspiremajorAuthorized retailer featuring Aspire products including Tubino Aspire, with dedicated brand section on the platform.
- VaporessomajorAuthorized retailer of Vaporesso products including ECO ONE, APEX, and related pod systems.
- Dinner LadymajorAuthorized retailer of Dinner Lady e-liquids including Lemon Tart, Berry Blast, Purple Rain, and Sherbets Ice product lines.
- Pacha MamamajorAuthorized retailer of Pacha Mama e-liquids including Honeydew Melon, Peach Papaya, Mango Pitaya, Fuji Apple, Key Lime, and Mint Leaf flavors.
- GeekvapemajorAuthorized retailer featuring Geekvape products including Wenax M series with dedicated brand section on the platform.
- Kiwi VapormajorAuthorized retailer of Kiwi Vapor products including Kiwi Spark and Kiwi 2 with dedicated brand sections and featured product placement.
- JustfogmajorAuthorized retailer of Justfog products including Q16 Pro Plus starter kit with dedicated brand section on the platform.
- FruitiaminorAuthorized retailer of Fruitia e-liquids featuring tropical and fruit flavors in 10ml and 20ml formats.
- Charlie's Chulk DustminorAuthorized retailer of Charlie's e-liquids including Mini Shot and Extra product lines.
- Riot SquadminorAuthorized retailer of Riot Squad products including Classic Blue Burst and Black Edition lines.
- Five PawnsminorAuthorized retailer of Five Pawns e-liquid products with dedicated brand page on the platform.
- Jam MonsterminorAuthorized retailer of Jam Monster e-liquid products with dedicated brand page on the platform.
- Vampire VapeminorAuthorized retailer of Vampire Vape e-liquid products.
- Nasty JuiceminorAuthorized retailer of Nasty Juice e-liquid products.
- Glas VaporminorAuthorized retailer of Glas Vapor e-liquid products.
- VgodminorAuthorized retailer of Vgod e-liquid products.
- Ripe VapesminorAuthorized retailer of Ripe Vapes products including Melon Freez longfill.
- Ivg (Independent Vapor Company)minorAuthorized retailer of IVG e-liquid products.
- La TabaccheriaminorAuthorized retailer of La Tabaccheria Italian tobacco e-liquids including I Sigari della Toscana line.
- VapXminorAuthorized retailer of VapX products.
- VoopoominorAuthorized retailer of Voopoo vaping devices with dedicated brand section.
- Lost VapeminorAuthorized retailer of Lost Vape products with dedicated brand section.
- InnokinminorAuthorized retailer of Innokin vaping products.
- ArteryminorAuthorized retailer of Artery vaping products.
- Da OneminorAuthorized retailer of Da One products.
- PgVgLabminorAuthorized retailer of PgVgLab base liquids and accessories.
- Tnt VapeminorAuthorized retailer of Tnt Vape e-liquids including ORO NERO product.
- Il Santone dello SvapominorAuthorized retailer of Il Santone dello Svapo Italian e-liquid brand.
- Veev (Philip Morris)minorAuthorized retailer of Veev heated tobacco products by Philip Morris.
- RelxminorAuthorized retailer of Relx electronic cigarettes and pods.
- WakaminorAuthorized retailer of Waka disposable products.
- HalominorAuthorized retailer of Halo e-liquid products.
- VaporartminorAuthorized retailer of Vaporart products including Bubble Starter Kit and MIX30.
- FlavourartminorAuthorized retailer of Flavourart e-liquids including Cocktail Party line.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Puff Store competitors and assessment
Company assessmentDirect peers
- Flavourart: Italian manufacturer of e-liquid aromas and bases (e.g., Cocktail Party line sold on Puff Store). Comparable as an Italian vaping-product manufacturer with overlapping B2C distribution and concentration on the domestic market.
- Vapeitalia: Italian vape retail and wholesale distributor operating online and through physical stores. Comparable to Puff Store as a domestic omnichannel vape retailer carrying many of the same international brands.
- Vaporart: Italian e-cigarette and e-liquid manufacturer and retailer whose products (e.g., Bubble Starter Kit, MIX30) are sold by Puff Store. Directly comparable as a vertically integrated Italian vaping brand with overlapping hardware and liquid offerings.
- Svapoweb: One of Italy's largest online vape retailers selling e-cigarettes, e-liquids, and accessories. Directly comparable to Puff Store as a domestic Italian e-commerce specialist serving the same end customers with overlapping product assortments.
Broad incumbents
- Philip Morris International (Veev): Global tobacco giant that sells Veev heated tobacco and vaping products through authorized retailers including Puff Store. Comparable as a broad incumbent moving aggressively into the vaping category and competing for the same Italian adult consumer.
- British American Tobacco (Vuse): Global tobacco company marketing the Vuse e-cigarette platform across Europe. Comparable as a broad incumbent in the same regulatory and retail landscape, distributing competing closed-pod systems.
- Smoore International: World's largest vaping device manufacturer (contract manufacturer for many brands including Elfbar). Comparable as a broad incumbent in the global vaping supply chain that shapes pricing, product availability, and competitive dynamics for retailers like Puff Store.
Others
- Dinner Lady: UK-based premium e-liquid brand (Lemon Tart, Berry Blast, etc.) carried by Puff Store. Comparable as a key third-party brand supplier in the same e-liquid retail channel.
- Geekvape: Global vaping hardware manufacturer whose Wenax M series and other devices are sold by Puff Store. Comparable as a key upstream supplier/brand partner whose products form part of Puff Store's assortment.
Emerging players
- Elfbar: Global disposable e-cigarette brand whose products Puff Store is authorized to retail. Comparable as a key supplier/brand in the same product category whose brand-led demand funnels traffic to retailers like Puff Store.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Puff Store social profiles
Digital presencePuff Store compliance and trust
Trust signalCompliance1 record
Puff Store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Puff Store leadership team
Management profileNumber of profiles
Profiles1 record
Puff Store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Puff Store 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 Puff Store
What does Puff Store do?
Puff Store is an Italian online and brick-and-mortar retailer of electronic cigarettes, pod systems, e-liquids, aromas, bases, coils, tanks, batteries, and vaping accessories. Authorized by Agenzia Dogane e Monopoli as the official Puff and Elfbar retailer (fiscal deposit TOPLI0001), it sells its proprietary Tubino brand (including Tubino DNA featuring Evolv DNA chip technology) alongside over 40 third-party brands, operating from Torino with e-commerce at puffstore.it and physical stores throughout Italy.
Is Puff Store a public or private company?
Puff Store is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Puff Store founded?
Puff Store was founded in 2010. It employs 51 to 100 people.
Where is Puff Store based?
Puff Store is headquartered in Torino, Italy, in the Europe region.
How does Puff Store make money?
Two revenue lines are on record. Product Sales - Electronic Cigarettes and Accessories are the primary driver. The others are free Shipping Threshold Model.
Who are Puff Store's main competitors?
Direct peers on record are Flavourart, Vapeitalia, Vaporart and Svapoweb. Broad incumbents are Philip Morris International (Veev), British American Tobacco (Vuse) and Smoore International. Others are Dinner Lady and Geekvape. Elfbar is listed as an emerging player.
Does Puff Store have an API?
No public API is recorded for Puff Store.
What industry is Puff Store in?
Puff Store's product category is Specialty Vape Retail. Its primary akta.pro industry code is CRANAEAA, Dedicated Vape & E-Cigarette Shops (Specialty Retail), with a secondary code of CRANAEAH, E-Liquid & Nicotine Salt Retail. Its NAICS code is 459991 and its SIC code is 5412.