Strategy
Our strategy
We are building the world’s largest and diverse group of vaping companies to win in the category.
Our differentiated model
We have curated the only global consolidation platform in the vaping market.
Strategic omni-channel route to market
Exceptional capabilities and management drive
Unrivalled access to our consumers through D2C and B2B
Broadest portfolio of outstanding vape products, constantly evolved for changing market needs
On-the-ground insight and consumer centricity, driving scientific innovation and sustainability
Dencentralised structure, capitalising on macro and micro consumer trends and the paradigm shift from cigarettes to Reduced Risk Products
Deep penetration into global retailers and hyper-localised convenience stores
Digital and physical direct to consumer relationships
Our growth opportunities
Market growth
Continued growth of Reduced Risk Products, including a rising total addressable market and increasing government mandates on combustibles
Continue taking share
Outgrowing the market through continued innovation in current and new categories, and expansion of retail presence through more owned stores and new partnerships
Driving profitability
Growing through scale, focus on higher margin own brand products and efficient product development
Procurement
Global procurement strategy to align purchasing structure
Manufacturing
Centralised manufacturing with scaled production capacity
Category management
Best practice revenue growth management in line with normal course of business
Additional M&A
Expand global reach with actionable M&A pipeline in Europe, Africa, and Asia Pacific
