Easysmoke.ee

What Easysmoke.ee does

EasySmoke OÜ (operating as Easysmoke.ee) is an Estonian privately held retailer of electronic cigarettes, vaping liquids and devices, nicotine alternatives including SNUS and heat-not-burn (HNB) products, and related accessories. The company has been operating since 2008, was formally registered as a legal entity around 2014, and is headquartered at Vesivärava tn 50-203, Tallinn. Its core business is brick-and-mortar specialty vape retail, supported by a multilingual e-commerce website (English, Estonian, Russian) that operates on a buy-online-pick-up-in-store basis because Estonian regulation prohibits remote sales of e-cigarettes since July 1, 2019. The company carries products from more than 40 third-party brands including SmokTech, GeekVape, Vaporesso, VooPoo, Lost Vape, Innokin, Aspire, and Nevoks, alongside its own private-label lines: the OCTA cartridge system and EasySmoke-branded disposable e-cigarettes in menthol, ice tobacco, S-tobacco, and tobacco flavors (including 0mg options). It also sells CBD e-liquids, base/nicotine products for DIY mixing, and branded merchandise.

The company operates 30+ retail storefronts under the EasySmoke and VeipLux banners across at least 15 Estonian cities including Tallinn, Tartu, Pärnu, Narva, Jõhvi, Kohtla-Järve, Rakvere, Võru, Kuressaare, Haapsalu, Valga, Paide, Viljandi, Maardu, and Laagri. Many stores are co-located inside Selver supermarkets and major shopping centers (e.g., Kristiine Keskus, Rävala), enabling foot-traffic-based customer acquisition. Product pricing is per-unit, displayed in EUR inclusive of 20% VAT, ranging from €1 for accessories to €259.90 for high-end kits, with regular discounts and promotional deals. The company has 51–100 employees and no disclosed institutional investors, funding rounds, M&A activity, or public listing.

The business model is straightforward direct-to-consumer product sales through physical retail plus e-commerce-with-pickup. Customer segments span adult smokers seeking harm-reduction alternatives, beginner vapers, advanced enthusiast vapers, and SNUS/HNB consumers. Marketing relies primarily on physical retail presence, organic search, and an informational blog covering industry studies and harm-reduction topics. The company has no app, no public API, no disclosed AI/ML capabilities, no patents or trademarks on record, and no partnerships or alliances listed in the available data. Regulatory exposure is significant: in addition to the remote-sales ban, only tobacco and menthol flavored e-liquids have been legally available for sale in Estonia since July 1, 2020.

Name

Easysmoke.ee

Legal name

EasySmoke OÜ

Website

https://easysmoke.ee

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

EasySmoke OÜ is an Estonian privately held vape and nicotine-alternative retailer operating 30+ EasySmoke and VeipLux stores across Estonia plus an e-commerce site with in-store pickup, selling 40+ third-party brands and its own OCTA private-label line to adult smokers and vapers.

Ownership category

akta.pro rank

Product category

Vaping and Tobacco-Alternative Products Retail

NAICS

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

SIC

Tobacco Products (2100)

akta.pro primary industry

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

akta.pro secondary industries

Disposable Vape Retail (CRANAEAI), Vape & E-Cig Accessories Retail (Mods, Pods, Coils, Batteries, Chargers) (CRANAEAG), Electronic Nicotine Delivery Systems (ENDS/Vapes) Devices Manufacturing & Brands (CRADAJAF), Tobacco & Nicotine Specialty Shops (Tobacconists) (CRANADAE)

Keywords

• E-cigarette retail
• Vaping products
• E-liquid sales
• Nicotine alternatives
• Snus and HNB

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Revenue generated from direct sales of e-cigarettes, vaping devices, coils, e-liquids, accessories, SNUS, and HNB products through physical retail stores and e-commerce with in-store pickup.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Easysmoke.ee retails electronic cigarettes, vaping devices (kits, mods, pod systems, disposables), replacement coils/atomizers, e-liquids/e-juices, snus and heat-not-burn (HNB) products, and vaping accessories directly to Estonian consumers through its own e-commerce site and a chain of branded physical stores. The OCTA cartridge/disposable line and EasySmoke-branded disposables are proprietary in-house products; the rest of the catalog is sourced from 40+ third-party manufacturers including SmokTech, GeekVape, Vaporesso, VooPoo, Lost Vape, Innokin, Aspire, and Nevoks.

Product overview

Easysmoke.ee is an Estonian e-commerce retailer specializing in vaping and tobacco alternative products. The company operates a multi-brand marketplace selling e-cigarettes, vaping kits, mods, pod systems, atomizers, coils, e-liquids, accessories, and SNUS/HNB products from over 50 third-party manufacturers including SmokTech, GeekVape, Vaporesso, Lost Vape, Nevoks, VooPoo, and Innokin. The core product portfolio includes: (1) E-Cigarettes/Vaping Devices encompassing starter kits, box mods, pod devices, and disposable e-cigarettes; (2) Coils and Atomizers with replacement parts for various brands; (3) E-Juice/E-Liquids including pre-mixed liquids, concentrates, and CBD products; (4) OCTA, the company's proprietary e-cigarette sub-brand; (5) SNUS and HNB Products including heat-not-burn devices, tobacco sticks, and snus; (6) Accessories including batteries, chargers, tools, and branded merchandise. The store operates both as an e-commerce platform and through physical retail locations in Estonia.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Cigarettes / Vaping Devices Electronic cigarette devices including starter kits, box mods, pod systems and disposable e-cigarettes (own-brand and third-party brands such as SMOK, GeekVape, Vaporesso, VooPoo, Lost Vape, Innokin, Aspire, Nevoks), sold to adult consumers for personal nicotine use.
• Coils and Atomizers

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Vape Superstore: UK-based multi-brand vape retailer carrying leading device brands, e-liquids, and disposables. Directly comparable in category mix, customer segment, and breadth of branded inventory to EasySmoke's marketplace.
• Electric Tobacconist: UK online vape retailer stocking devices, e-liquids, and accessories from major manufacturers. Comparable in product mix and customer base, though lacking the physical retail footprint.
• Vape and Juice: UK vape retailer with strong e-liquid private-label presence alongside third-party hardware. Comparable to EasySmoke's own-brand-plus-marketplace model.
• MyVaporStore: US-based online vape retailer specializing in devices, mods, e-liquids, and DIY supplies. Comparable in marketplace-style inventory across beginner-to-advanced vapers.
• VapeClub: One of the UK's largest online vape retailers, multi-brand across devices, e-liquids, and disposables. Comparable as a multi-brand vape specialist serving retail consumers with a similar SKU breadth to EasySmoke.
• VeipLux: Co-branded store banner under EasySmoke OÜ, operating dedicated vape retail locations across Estonia in shopping centers. Directly comparable as the same operator's sister-store concept with overlapping product mix.
• Vapouriz: UK vape retailer offering both proprietary e-liquid brands and third-party devices. Comparable to EasySmoke's combination of own-brand (OCTA, EasySmoke) plus multi-brand marketplace.

Regional players

• Haypp Group: Swedish-headquartered online retailer of nicotine pouches and snus across multiple European markets. Comparable in nicotine alternative category focus and DTC e-commerce model, though regionally distinct.
• Northerner: Leading Nordic online retailer of snus, nicotine pouches, and tobacco alternatives, headquartered in Sweden. Comparable in nicotine harm-reduction assortment and SNUS/HNB category focus, but operates in a different geography.

Broad incumbents

• Philip Morris International (IQOS): Global tobacco major selling IQOS heated-tobacco devices and consumables through dedicated retail and partner stores. Competes with EasySmoke's HNB category but at massive scale and with vertically integrated products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/easysmoke.ee

Revenue estimate

Valuation estimate

Number of profiles

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 Easysmoke.ee