Our guide also covers the latest regulatory news and what retailers should do to ensure compliance within their stores, designed to give staff the confidence to support vapers in their purchases and store owners the confidence in their range. 

We provide a range of planogram sizes so retailers can select the layout that suits their store. Options include free-standing shopfloor units and back-wall displays, available in half-metre, one-metre, and two-metre widths. 

Alongside this, we send out a monthly newsletter (including a video version too) key industry updates and the latest NPD. 

How do you support staff training on your products? 
We support our retail store customers through guidance in our AV News videos and Retail Vape Guide which are easy ways to learn about formats, product updates and compliance. On top of that, our customer service team is always available to answer questions, and our sales team regularly talk to retailers to help guide them through the range and what’s selling.  

Our account managers also work closely with head offices and industry groups across symbols, independents, wholesalers and grocers to educate internal teams, ensure they have the right category guidance, and provide access to resources such as the Vape Guide alongside any bespoke supporting materials they need. 

What are the key consumer misconceptions you’re helping retailers address? 
A lot of the questions we hear are still about what’s legal and what’s not. Some customers don’t realise that a 2ml pod and 10ml refill is fully compliant, or they get confused by illegal products that look almost identical to the ones that are allowed. We help retailers spot the difference and explain it to their customers in a simple way. 

There’s also still some hesitation around refillable devices. Some shoppers think they’re too complicated or not worth the switch. But the reality is that most refillable pod kits are just as easy to use as disposables and often work out cheaper in the long run. 

How do you help retailers stay compliant with new regulations? 
We break things down simply, so retailers know what’s changing, when it’s happening and what to do next. With the Vape Duty coming in from October 2026, we’re already ahead of it. All of our eligible products will have the duty stamp applied, so our customers don’t have to worry about getting caught out or handling that side themselves. 

We also help retailers stay up to date with upcoming possible legislation such as packaging and display changes through our Vape Guide, newsletters and customer service/account team, we make sure compliance is one less thing for them to worry about. 

Alongside this, we carry out independent batch product testing with a 3rd party, and as active members of the UKVIA we closely monitor the Tobacco & Vape Bill and any upcoming regulations we need to stay on top of. We will provide updated guidance as soon as confirmed details are available, which are sent out as comms via email or our Linkedin posts.  

What trends are you seeing in the category? 
The market is continuing to move towards products that offer better long-term value and familiarity. Closed pod systems and big puff devices are still performing well, particularly those with strong brand recognition and flavour consistency.  

From our own sales data this year, single pod kits like the SKE 600 Pro, Lost Mary BM600 and Elf Bar 600 are still leading the way due to their similarity to disposables. 

Nicotine pouches are also growing fast, especially among those in urban areas (according to Lumina Intelligence Vape Consumer Monitor report Wave 2 August 2025).  

There’s also a clear shift towards refillable open-system kits as they appeal to users who want a more personal vape experience. 

Over recent months, we have also seen a steady rise in replaceable pod sales, showing that consumers are becoming more familiar with the format and choosing reusable options for better value for money. 

How are you adapting to disposable vape restrictions? 
We’ve expanded our range to make sure retailers can stay competitive and still offer the formats their customers are looking for but in a fully compliant way. That includes adding more high-performing big puff devices like the Hayati Pro Max+, SKE 15K, and Lost Mary BM6000. 

Alongside this, our best-selling single pod kits such as SKE 600 Pro, Elf Bar 600, and Lost Mary BM600 have remained strong. These devices offer that same simplicity and flavour experience, while keeping retailers on the right side of compliance. 

Since the ban, we’ve worked closely with customers to help them transition fast, whether through product swaps, planogram support or updated advice. Retailers following our suggested layouts and stocking guidance are already seeing growth in these categories, with a full compliant range that continues to meet everyday customer demand. 

Do you offer digital training platforms for staff? 
While we don’t have an official training platform, our AV News video series, our online Retail Vape Guide, and regular product updates via email and LinkedIn act as educational materials. These resources are designed to help retail staff stay informed on the latest products, compliance updates, and category changes in a way that’s easy to follow and always accessible. 

How do you support retailers during enforcement visits? 
All our stocked products are fully compliant and come with supporting documentation. If a store is approached by Trading Standards or other authorities, we’re available to help validate compliance and offer any paperwork required. We also focus on giving retailers the tools to stay compliant day to day, for example, our Retail Vape Guide includes clear guidance on how to spot an illegal vape and what can legally be displayed in store to help them stay fully compliant. 

What’s your guidance on age verification tools? 
We always recommend retailers follow the Challenge 25 policy as standard, which requires age verification for anyone who looks under 25. Age estimation tools like AgeAI, developed in partnership with Peterborough Trading Standards, can help stores stay compliant by reducing confrontation, streamlining age checks, and maintaining clear refusal records. It’s a simple, effective way to support staff and ensure all legal requirements are met. 

How do you help retailers explain product differences? 
We break the category down into five clear subcategories: single pod kits, multi-pod kits, big puff formats (2ml pod with refill), open-system kits, and nicotine pouches. Our Retail Vape Guide includes simple summaries, how to use diagrams, key features, and top 5 best-selling flavours. 

What’s your forecast for category growth? 
We expect continued growth across refill pods, nicotine pouches, and e-liquids. With 85% of vapers now buying refill pods (according to recent Elf Bar survey data) and pouch awareness reaching 56% in 2025 (ASH/YouGov), these formats are no longer niche. Single pods will continue to lead the way, with big puffs following close behind. Refillable open-system pod kits are also a popular choice, especially those that are easy to top-up and change with a built-in coil so no manual coil change is needed. 

The introduction of Vape Duty in 2026 will likely shift this growth to more affordable single pods, e-liquids and nicotine pouches that avoid additional tax. 

How do you handle product recalls or changes? 
We act quickly and transparently. If a product recall is required, our wholesale and retail customers are notified the same day with instructions and recommended replacements. We also send out email comms on product transitions, such as flavour delisting's or name changes. 

Through our ERP system, all batch numbers for both imported and UK-manufactured products are fully traceable, allowing us to respond at speed whenever action is needed. 

What’s your advice on merchandising next-gen products? 
Start by grouping products by format, not brand. This makes it easier for staff and customers to understand how each system works and what goes with what. For example, single pod kits like the SKE 600 Pro, Lost Mary BM600, and Elf Bar 600 should be merchandised directly alongside their compatible refill pods. Highlighting the top five fruit flavours, like Watermelon Ice, Cherry Ice, Lemon & Lime, Pineapple Ice and Blueberry Sour Raspberry, helps customers choose quickly and encourages trial. 

Big puff formats should also be clearly signed and split into their two main types: multi-pod kits like IVG 2400 or Elf Bar 4in1, and 2ml + 10ml refill systems such as the Hayati Pro Max+, SKE Crystal CL6000 and Lost Mary BM6000. Compatible refill pods should also be displayed next to the kits. 

Retailers should also make room for open-system kits and a supporting e-liquid range, especially as more customers seek long-term value and flexibility. E-liquid sales are expected to grow as refillable pod use increases, so a strong selection of nicotine strength and popular fruit blends is essential. 

Nicotine pouches should be given their own space, clearly marked as a smoke-free alternative. These products are gaining traction fast, especially in urban areas, so visibility is key. 

How do you communicate flavour bans or changes? 
We communicate all changes through our email comms, which are sent out as soon as updates are confirmed. Retailers receive a clear breakdown of what’s changing, why it’s happening, and what alternatives they can stock instead. This helps them act quickly and stay ahead of customer questions. We also include guidance on range swaps and any key compliance reminders to make the transition as smooth as possible. 

What’s your most effective retailer education initiative? 
Our Retail Vape Guide remains our most widely used educational tool. It brings together format guidance, product comparisons, consumer insights, and upcoming regulatory information in one easy document. It’s also supported by our AV News newsletter, which highlights the latest trends, data, and regulations to look out for.