Here is a piece of news that caused a stir in the United States. Njoy, considered to be one of the biggest e-cigarette companies, has declared bankruptcy. End of the adventure or the creation of a new company, it remains a sledgehammer for the vaping market which has recently been facing new FDA regulations.
END OF THE ADVENTURE FOR ONE OF THE E-CIGARETTE PIONEERS IN THE USA
One of the most influential companies in the defense of vaping may well be silenced. NJOY, a company considered a pioneer in the manufacture of e-cigarettes, filed a bankruptcy case (Chapter 11 bankruptcy).
NJOY was founded by Mark Weiss, Arizona lawyer. After the “Blu E-Cigs” brand was purchased by Lorillard in 2012, NJOY had become the largest manufacturer of non-tobacco e-cigarettes. Njoy has always used its positioning in the market to defend the vape and make numerous pleas in favor of the e-cigarette.
Their lobbying efforts have impacted many businesses as well as consumer advocacy. Njoy has fought a lot for the vaping industry offering in particular training
and valuable advice on local and state legislation.
But remember, NJOY was above all a manufacturer of cigalikes. Two years ago now, the company launched a premium e-liquid line called "The Artist Collection" in an attempt to establish itself in a more open market. But the company was caught between its core business and a growing new market. She has never really found her place in this new, very open world of vaping.
If Njoy declared bankruptcy, nothing says that the phoenix will not rise from its ashes by proposing a new concept more adapted to the current market of the vape.
