You're saying 25% gross margin on wholesale is poor?
I don't know why someone of your apparent experience would think that. I'm in retail (not Ecig related) and I know for a fact that most of my wholesale suppliers are delighted to make as much as 10% never mind 25.
If ECIGs wholesaling to the likes of Walmart, Tesco or whomever is "just" 25% then as an investor that's fine by me.
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