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Acquisition of blu ecigs

Lorillard announced today that it has acquired all of the assets of blu ecigs, a U.S. electronic cigarette (e-cigarette) company for $135 million in cash. The acquisition provides Lorillard with the leading brand, offering the best consumer experience and unique social networking features, in the rapidly growing e-cigarette category.

blu ecigs is the best-selling e-cigarette brand, with the look and feel of traditional cigarettes - without the tobacco smoke, ash, or smell. blu ecigs is the market leader in providing innovative technology for an improved consumer experience that enhances the enjoyment and social aspect of e-cigarettes. blu ecigs will be a separate operating company of Lorillard and it is Lorillard's intention to retain blu ecigs' current management team and its headquarters in Charlotte, NC.

"blu ecigs are the perfect adjacency for us to participate in the smokeless market, but in a Lorillard way. That is, e-cigarettes offer many of the benefits of other smokeless products but do so in a way that is familiar and enjoyed by current adult cigarette consumers," said Murray Kessler. "We believe that blu will benefit from Lorillard Tobacco Company's regulatory experience and sales infrastructure which are needed for it, and the category, to reach its potential in a responsible manner."