Vape retailer The E-Cig Store has secured a deal with Morrisons to open concessions and kiosks at more than 400 of its supermarkets.
The standalone concessions – which will carry a “focused, high-demand selection” of products – will be made up of pods and kiosks within the store as well as external units next to main entrances.
The first is set to launch in Rotherham next month.
“The scale and ambition of this rollout signals a step-change for the UK vape sector,” said Michael McCue, group commercial director of The E-Cig Store.
“Through this partnership we will embed expert-led, fully compliant vape stores in everyday shopping environments, serving millions of adult smokers and vaping consumers with a category-leading product range and support. But this is more than just retail expansion – this is a new gateway for innovation, brand engagement, and education on harm reduction,” he added.
It is understood the standalone concessions will offer a more diverse selection of vaping and nicotine pouch SKUs than is offered by Morrisons’ own tobacco and vape counters.
The E-Cig Store – which has more than 50 retail sites across the UK – said its Morrisons partnership meant it could offer vape brands “unparalleled routes to market” including in-store launches, nationwide activations and digital campaigns.
“We invite vape brands, manufacturers, and innovators committed to compliance and consumer trust to collaborate with us,” McCue said.
“Our scale, brand reputation, and expertise equip us to deliver impactful launches, tailored category support, and omnichannel partnerships capable of driving real value for the industry,” he added.
The partnership comes after Morrisons signed a deal with rival vape retailer VPZ, in December last year.
VPZ currently has seven units operating within Morrisons stores as part of its ongoing contract, a VPZ spokesman said, and “our commercial partnership continues to go from strength to strength”.
The spokesman confirmed that despite the deal with The E-Cig Store, “there has been no change in our relationship with Morrisons”.
“VPZ has continued to build on its success throughout 2025 and now has 190 locations across the UK, with plans to invest in further locations throughout 2026 and beyond,” they added.
In this week’s budget, a new excise tax on vaping products was introduced on any vaping liquid that contains nicotine and includes glycerine, glycol, or both. The duty – which comes into effect from October 2026 – will be charged at £2.20 per 10ml on vaping products manufactured in or imported into the UK.
Chris Price, e-commerce manager at VapeShop.co.uk, said: “In simple terms, this is a major shake-up for the vaping industry, and prices are expected to rise.”
The government is also introducing vaping duty stamps, which will appear on every bottle or pack of e-liquid sold in the UK. These stamps will show duty has been paid and the product is legally approved for sale, helping HMRC track products and crackdown on counterfeit vapes.
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