Relx appoints Chill Brands as primary UK distribution partner
September 3, 2025
RELX MaxGo 6000
Chill Brands Group said it has been appointed as primary distribution partner in the UK for Relx International, a global leader in the vaping sector.
The appointment follows exceptional sales potential demonstrated in recent trials conducted by the company’s Chill Connect retail sales division. Under the terms of this agreement, Chill Brands will build a dedicated sales team to distribute Relx’s UK-compliant pod system devices nationwide, with a primary focus on independent convenience stores, the core strength of the Chill Connect division.
By combining Relx’s global expertise with Chill Connect’s specialist route-to-market capabilities, Chill Brands said this partnership is positioned to capture meaningful market share in the UK vape category.
The first Relx stocks to be supplied by Chill Brands are expected to arrive in the UK this month.
“This distribution agreement between Chill Brands and Relx International marks a significant milestone in our growth journey,” Callum Sommerton, chief executive of Chill Brands, commented.
“Relx is a leading global vape company, and as their primary uk distribution partner we gain the opportunity to introduce a proven, science-led product range into one of the fastest-evolving vape markets in the world. With our established capabilities in convenience store distribution, Chill Brands is positioned to drive uptake of this product range.”
Sommerton added that the agreement is expected to deliver a material increase in revenues for Chill Brands during the financial year to 30 September 2026.
Richard O’Doherty, head of sales and head of commercial at Relx International, added: “We are delighted to be working with Chill Brands as our primary distribution partner in the UK. Their proven strength in the independent convenience sector makes them ideal to bring Relx products to market. We have great confidence in the MaxGo range, which offers innovative, compliant, and reliable pod-based solutions designed to meet the needs of UK adult consumers. Together with Chill Brands, we look forward to expanding Relx’s presence in the UK and delivering long-term value for retailers and consumers alike.”
