Let me clarify that until recently I was a long. I came out of it first because I was up and made 15% gains deciding it was not worth the effort with a lacking of PR and perceived market manipulation. I do believe that the cap is considerably under true worth but there are obvious shenanigans and behaving like an OTC stock.
Razor blades are everyday consumables, whether a new Gilette breakthru or a simple penny store wet razor.
Vaping is a lifestyle choice, as important for some as buying a new watch or car. With this mindset, they become less of a consumable and more a brand of choice, or in the case of those who ditch convenience, and visit specialists, the product becomes a tangible part if their life.
I am not in competition with brand consciously. I have been approached in the past by one of the ECIG brands to feature in one of my larger stores and upon serious consideration I realised that it would be detrimental to the user experience. Plus they wanted to splash their glossy brand everywhere which I felt was imposing and insensitive to my customers.
I revel in all the distribution they want. They will never be able to manufacture the massive range that I sell, from 14 eliquid manufacturers totalling over 120 flavours across five or six strengths, and eleven hardware brands with complete power control in a range of unique finishes.
ECIG has a branding theme per brand and they cannot enter the specialist market as they focus on brand alone. They are no threat to me and the fact they approach us specialists speaks volumes that they see the untracked market as their biggest competitor. A few may decide to stock some brands but they really will not be amongst best sellers...this goes to Kanger, Innokin, Joyetech, Provari and all quality eliquids, especially those imported produced in small batch quantities.
I am qualified to speak like an expert in this field having grown organically over 2 years with each location turning a very good profit and growing month on month. I have run successful retail ventures for 15 years and my views are hardly based on solid financials (where there are none) they are based on a flawed marketing and loyalty model.
The biggest threat to small retailers is regulation and this will affect big brands as well.
Not jealous of big brand in the slightest and I hope investors get a return just hoping some would heed my advice and ignore the pumpers.
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