Vape retailer E-Cig Store to open outlets at Morrisons supermarkets

Vape retailer The E-Cig Store said it has secured an agreement to open over 400 stores at Morrisons supermarkets across the UK over the coming years.

Michael McCue, group commercial director at The E-Cig Store said the initiative will be a “defining moment” for both the vaping sector and UK grocery retail, creating “unmatched market reach and access” for consumers and partner brands alike.

“The scale and ambition of this rollout signals a step-change for the UK vape sector. Through our partnership with Morrisons, The E-Cig Store will embed expert-led, fully compliant vape stores in everyday shopping environments, serving millions of adult smokers and vaping consumers with a category-leading product range and support. But this is more than just retail expansion – this is a new gateway for innovation, brand engagement, and education on harm reduction,” he commented.

The E-Cig Store has also announced new opportunities for vape brands to collaborate both in- store and online. With physical presence at over 400 Morrisons sites, complemented by a rapidly growing e- commerce platform, brands now have unparalleled routes to market – whether through exclusive in-store launches, nationwide activations, or digital campaigns.

“We invite vape brands, manufacturers, and innovators committed to compliance and consumer trust to collaborate with us. Our scale, brand reputation, and expertise equip us to deliver impactful launches, tailored category support, and omnichannel partnerships capable of driving real value for the industry,” McCue added.

Each The E-Cig Store concession will offer trained advisors, the latest product innovations, and robust compliance with age verification and category regulations – helping to accelerate the transition of adult smokers away from combustible products.