Morrisons Partners with Vape Retailer to Open Concessions in 400+ Stores

Nov.28

According to The Grocer, Morrisons has reached an agreement with The E-Cig Store to open vaping concessions in more than 400 supermarkets. The first unit will open next month in Rotherham. The deal will expand compliant vaping product offerings and follows Morrisons’ ongoing cooperation with rival retailer VPZ.

Key Points

According to The Grocer, Morrisons will host vaping concessions in 400+ supermarkets.
First site opens next month in Rotherham.
Concessions will offer high-demand vaping and nicotine pouch products.
Morrisons’ partnership with VPZ continues unchanged.
UK to introduce excise tax and duty stamps for nicotine e-liquids from 2026.

2Firsts, November 28, 2025 — According to The Grocer, Morrisons has signed a partnership with The E-Cig Store to introduce vaping concessions and kiosks across over 400 UK supermarkets. The Grocer reports that the first site will launch in Rotherham next month, featuring focused, high-demand vaping and nicotine pouch products.

According to The Grocer, The E-Cig Store said the agreement will give brands wider routes to market, including in-store and digital promotions. The report also notes that Morrisons’ existing partnership with VPZ remains unchanged.

The Grocer further highlights recent UK policy developments, including a new excise tax on nicotine-containing e-liquids effective from October 2026 and the introduction of vaping duty stamps to strengthen product tracking.

Cover image source: The Grocer

References:

[1] Morrisons signs 400-plus store concessiondeal with vape retailer The E-Cig Store

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