The Flavour Warehouse Group has today strengthened its international reach with the acquisition of German based TRULO GmbH. The groups second acquisition in as many weeks, following the completion of Vapouriz in mid-February. Flavour Warehouse Ltd are now the largest and most successful independent vape company in the UK.
The strategic expansion into Europe means Flavour Warehouse has the resilience to ward off any potential disruption caused by Brexit, both now and in the future. With an increased presence and fulfilment centre, the group has a solid foundation from which to build and grow their B2C and B2B operations.
Trulo has helped to establish the Vampire Vape brand as one of the most successful international brands in the German market via its distribution network, ecommerce operation, and within its three retail stores based in the city of Dusseldorf.“This is a fantastic opportunity. It provides a solid foundation for us to continue our international sales efforts, with support from the wider group” said Phil Boyle, founder and CEO.
Simon Lord, Managing Director of TRULO, said: “Whenever you look at an acquisition such as this, you look at the potential to add value for your customers. Being part of the Flavour Warehouse Group will bolster our core proposition and present new opportunities for growth. This partnership strengthens our position, and we’re very excited for what the future holds.”
The UKs #1 e-liquid manufacturer has only recently snapped up Guildford based firm Vapouriz for an undisclosed sum. The acquisition of Vapouriz is the third large-scale acquisition by the group in the last 18 months, following Total Vapour (based in Ireland) and Premier Vaping (a leading hardware distributor) in 2019 and 2020 respectively. The latest acquisition means the group now has a foothold in 3 different countries.
The Darwen based e-liquid manufacturer is a genuine success story, of local boy done good. Established in 2012, by Phil Boyle, Flavour Warehouse now operates in over 80 countries worldwide via a network of franchises, distributors and resellers. Built on the success of its award-winning brand, Vampire Vape, the group is now also a leading OEM manufacturer and UK distributor of vaping hardware. It’s manufacturing facility is one of the largest and most advanced production sites in Europe, containing a laboratory, state-of-the-art ISO accredited clean room and 8 fully automated, custom-made bottling machines, with capacity to produce more than 300,000 units per day.
The newly acquired brand Vapouriz operates the hugely successful vapestore.co.uk – one of the top 10 industry leading websites, alongside 7 flagship retail stores based in Woking (outside London), franchises and a hi-tec manufacturing facility. They also manufacture a premium range of best-selling e-liquids in a variety of flavours, such as Double Drip, Pocket Fuel and Pure Evil, which builds on the groups coveted product range. The acquisition places Flavour Warehouse as the largest independent vape company, and on track to achieve its ambitious growth objectives.
Kanesh Khilosia, Director at Flavour Warehouse Ltd., said: “We have come a long way in the last 18 months and remain focussed on delivering exceptional value, choice and quality to our partners and consumers through our expanded channel capability. Our recent acquisitions have delivered an incremental and logical step in delivering on our growth objectives, whilst solidifying this, we continue to identify opportunities to strengthen the groups position as the market leader both in the UK and internationally.”
From the challenge of a pandemic and recession, Flavour Warehouse has become the one to watch within the industry.
