Concern and consternation after the announcement a few days ago of the liquidation of Cuts Ice, former brand owner T-Juice. Even as vaping professionals and die-hard consumers of Red Astaire worried about a potential halt in distribution, the takeover of the brand by Supreme PLC, an English company based in Manchester brought some hope. Today, Sandy Chadha, the CEO of Supreme PLC et Nicholas Bertinotti, Sales Director in France and Belgium for T-Juice respond to our interview.
Reason for the judicial liquidation of Cuts Ice, project and ambition of Supreme PLC, you will know everything about the future of the famous e-liquid brand.
SUPREME PLC, A MAJOR PLAYER IN VAPE
- Hello Mr. Chadha, Mr. Bertinotti, can you introduce yourself? What are your roles within Cuts Ice / Supreme PLC companies ?
Hello all,
I am Sandy Chadha, the CEO of Supreme PLC, an English company based in Manchester. I started my activities in 1992 with small shops in the field of electric batteries. We then developed with a lighting activity and the Energizer license. It was in 2014 that we launched into vaping with the 88Vape brand, a real success in the United Kingdom. Currently, our annual turnover is around 200 million euros with a production of 60 million 10ml bottles per year. We are also strongly present on the DIY and disposables market.
My name is Nicolas Bertinotti, I am 35 years old and live in the Paris region. My various professional experiences have led me to work with several players in the world of vaping. I joined Cuts Ice Limited a year ago to take care of the development of sales in France and Belgium and in particular relations with distributors of the T-Juice brand. Today, for Supreme PLC, my activity remains the same, that is to say give a strong dynamic to the T-Juice brand and support our distributors in the development of this emblematic brand for the world of vaping.
- The judicial liquidation of Cuts Ice is a real shock in the world of vaping. What happened past ? Is it so serious ?
Various elements have led to this situation, particularly in terms of investments, as well as the situation linked to COVID.
However, it is important to put this announcement into perspective. We regularly see takeovers of brands or companies in the world of vaping. In addition, as you know, the vaping world is dynamic and requires constant adaptation to new trends and the tastes of adult consumers in order to support them as effectively as possible in quitting smoking. This takeover of the T-Juice brand by Supreme PLC and its CEO Sandy Chadha is an exceptional opportunity to restore strong momentum to the T-Juice brand.
« Resellers can and will be able to obtain Red Astaire and other T-Juice references from their usual distributors "- Nicholas Bertinotti
- There is little information regarding the takeover by Supreme PLC, can we find out more on future ambitions ?
Supreme PLC is a major player in the world of vaping in the United Kingdom with 30% of the market by volume. This acquisition will allow the Manchester-based company to expand its presence outside the UK market thanks to T-Juice's strong presence in many countries on the European continent.
« This purchase commented Sandy Chadha, CEO of Supreme PLC, “ is part of the company's strategy to support a tobacco-free world by providing credible and safer alternatives to nicotine consumption. We want to strongly develop the brand, expand the T-Juice range and work on the Red Astaire brand.“. Ambitions and investments are therefore strong and we are already working on future news and on greater communication with players in the profession.
« Supreme PLC knows how to produce excellent liquids and has a very strong knowledge of consumer trends "- Nicholas Bertinotti
- Do you have any reassuring news for resellers and consumers of the famous "Red Astaire" and the ranges of e-liquids distributed by T-Juice? ?
Of course, rest assured, no change in the supply of the iconic Red Astaire! Resellers can and will be able to obtain Red Astaire and other T-Juice references from their usual distributors. Production is currently being moved from London to Manchester but this hasn't had the slightest impact on supply. And adult consumers who have chosen Red Astaire to accompany them in quitting traditional cigarettes will continue to find their liquid at their usual retailers without any problem.
- A little indiscretion on the “new things” to come following the takeover of the assets by Supreme PLC ?
We are working hard on the next upcoming launches and will communicate soon. However, to answer your question, consumption habits have evolved considerably in recent months and a brand like T-Juice and its flagship liquid Red Astaire must respond to these new forms of consumption which allow adult smokers to orient more easily towards the vape.
In addition, Supreme PLC knows how to produce excellent liquids and has a very strong knowledge of consumer trends. We will therefore also focus on our core business, that is to say producing high quality liquids, and will present our new flavors to you soon.
As you have understood, this news is therefore a real development opportunity for the T-Juice brand and its famous Red Astaire. The T-Juice brand is 10 years old this year but the best is yet to come!
A big thank you to Sandy Chadha et Nicholas Bertinotti for these answers which will not fail to reassure customers and resellers of the T-Juice brand. We obviously wish Supreme PLC every possible success, hoping very soon to make you discover new features on Levapelier.com and Vapoteurs.net.
For more information, visit the site 88vape.com and T-Juice.com .
