This guide draws upon personal experience to assist trade clients in navigating the store efficiently. It is recommended to begin by reading Our Story: A New Chapter, our Secured Alliance framework and trade agreement terms. These documents provide the necessary context regarding our professional standards before proceeding to practical catalogue notes. Our catalogue is but one aspect of the operation; understanding how business is conducted is far more important for any new visitor. Once you have familiarised yourself with those pages, I invite you to proceed with this guide, which I have authored myself to ensure your time with us is spent to the best effect. This is a brief, concise read in which I explain our specific terminology and clarify the purpose behind each dedicated section of the store.
We must state clearly that we cannot market vaping as an alternative to smoking. However, we are under no illusions as to why your retail business is here or why you are reading this guide to our stock; it is difficult to imagine a retail store allocating capital to inventory without a distinct consumer demand profile to fulfill, as it would be entirely without purpose. This guide is neither an endorsement of vaping nor of smoking; it is written simply to provide retail clients with clear market insights for consumers who have decided to try something new, yet find themselves confused by this unfamiliar path. Furthermore, as this guide is authored by a heavy smoker — having consumed more than a packet a day for over four decades — it is written specifically with the smoker’s perspective in mind.
If your retail staff are currently advising consumers who are transitioning from traditional tobacco products, the sheer variety of hardware available on the market is bound to appear daunting. Before the legislative changes regarding disposable vapes in the UK, the path for a beginner was relatively straightforward, as people did not really need to think about which device to buy. Since then, the situation has become more convoluted, as this directly compromised the consumer experience. That said, while the legislation sought to address environmental concerns, the distinction between pre-filled, non-refillable pods (still permitted) and the previous generation of single-use disposables (now banned) remains, in practical terms, negligible. Both produce the same monstrous volume of waste.
Much like the marked difference between smoking a cigarette and a pipe, vaping is not a monolithic experience. There are two primary methods of inhalation that dictate the type of device you require.
| Style | What To Expect |
|---|---|
| MTL (Mouth-to-Lung) | This method closely mimics the experience of smoking a traditional cigarette. You draw the vapour into your mouth first, hold it momentarily, and then inhale it into your lungs. This style typically provides a tighter, more restricted draw and is ideally suited for those seeking a familiar sensation. |
| DTL (Direct-to-Lung) | This method involves inhaling the vapour directly into the lungs in one continuous breath, akin to taking a deep breath of air. This style produces significantly more vapour, requires higher-powered devices, and is generally not the recommended starting point for someone transitioning from tobacco. |
We stock devices suitable for both styles, and some can even be used for both simultaneously, as they feature switches that allow users to toggle between vaping modes. It is a common misconception that a device is strictly “MTL” or “DTL” by nature; in reality, many modern kits are highly versatile, featuring adjustable airflow and a variety of compatible coil options that allow you to toggle between a restricted MTL draw and a more open DTL experience.
Because of this, we do not use vaping style as a primary categorisation option. Instead, your purchasing team can determine the best inventory lines for your storefront by keeping this simple algorithm in mind: pre-filled pod kits are usually MTL, refillable pod kits can be either MTL or DTL (depending on the coil you choose), and sophisticated devices are almost certainly switchable between the two. When selecting your kit, look for these adjustable features to determine if a device can accommodate your preferred style; if you follow this simple rule, you will be able to navigate our inventory with ease.
For retail outlets catering to beginners, the most prudent approach is to avoid overly sophisticated or complex hardware. In my view — as both an author and a former smoker — MTL devices utilising disposable, Pre-filled Pods offer the most seamless transition from combustible tobacco. They also present a clear financial advantage, as they are typically far more affordable.
The Pod Kits category is the most common point of confusion for new users, as it encompasses two distinct types of hardware. Understanding the difference is vital for a smooth experience:
Pre-Filled Pod Kits: These operate exclusively with manufacturer-filled pods. They are the most accessible entry point, requiring no maintenance, no knowledge of coil resistances, and no messy e-liquid handling.
Refillable Pod Kits and Devices: These utilise refillable pods and require the separate purchase of E-Liquids. They involve a more hands-on approach, requiring manual refilling and the periodic replacement of coils or pods.
Important: Always verify the availability of compatible Pre-filled Pods in our catalogue before purchasing a kit. If you do not see Pre-filled Pods listed for a device, it indicates the unit is intended solely as a refillable system. We encourage trade partners to carefully consider store demographics regarding convenience versus maintenance before finalising your selection.
E-Liquids consist of four primary components: Vegetable Glycerin (VG), Propylene Glycol (PG), flavouring, and nicotine. Getting the ratio right is critical to consumer satisfaction.
As for flavouring, little needs to be said: this is the component responsible for the taste of a vape. Whether the preference leans toward tobacco, menthol, or fruit profiles, high-quality flavour concentrates are blended into the base liquids to create the final product. It is worth noting that while flavour choice is subjective, the PG content in an e-liquid carries these profiles most effectively to the palate. We provide more details on Vegetable Glycerin (VG), Propylene Glycol (PG), and nicotine below.
| Components | Description |
|---|---|
| PG (Propylene Glycol) | A thinner liquid that carries flavour effectively and provides a distinct throat hit. |
| VG (Vegetable Glycerin) | A thicker liquid responsible for creating dense vapour. |
The MTL Gold Standard: We recommend a 50% PG / 50% VG ratio for most MTL applications.
For Direct-to-Lung (DTL) applications, the requirements change significantly. Because DTL vaping involves inhaling a larger volume of vapour directly into the lungs, using a 50% PG / 50% VG liquid—which is quite thin—can often lead to leaking and an overly intense, uncomfortable throat hit. Instead, the gold standard for DTL vaping is a higher-VG blend, typically 70% VG / 30% PG or even higher. The increased vegetable glycerin content creates the dense, voluminous vapour associated with this style while maintaining a much smoother experience on the throat. It is essential to ensure your device is rated to handle this thicker liquid, as its viscosity requires more powerful heating elements to vaporise effectively.
Nicotine Salts (Nic Salt): These are more suitable for heavy smokers. They provide higher nicotine concentrations with a much smoother throat hit, making the transition from traditional cigarettes significantly more comfortable. Nicotine salts are almost exclusively designed for MTL (Mouth-to-Lung) vaping due to their higher concentration and faster absorption.
Freebase Nicotine: This is the traditional form of nicotine found in most E-Liquids. It provides a more pronounced “throat hit,” which many former smokers find familiar and satisfying. While lower-strength freebase liquids can be used for MTL, higher-VG freebase blends are the standard for DTL (Direct-to-Lung) vaping, where the goal is lower nicotine intake and higher vapour production.
| Smoking Habit | Nic Salt Strength | Freebase Strength |
|---|---|---|
| Heavy (20+ cigarettes per day) | 2% (20mg/ml) (Legal Maximum) | 1.8% (18mg/ml) |
| Moderate (10-20 cigarettes per day) | 1% (10mg/ml) to 1.5% (15mg/ml) | 1.2% (12mg/ml) |
| Light (Under 10 cigarettes per day) | 0.5% (5mg/ml) to 1% (10mg/ml) | 0.3% (3mg/ml) or 0.6% (6mg/ml) |
N.B. If your current strength fails to satisfy cravings, you may need to increase the nicotine concentration. Conversely, if you feel lightheaded, reduce it.
Understanding your equipment ensures a safer and more consistent experience.
Coils (Atomizer Heads): These heat the liquid and are consumables. They typically require replacement every 1 to 3 weeks, or as soon as a burnt flavour is detected.
Pods & Cartridges: Modern starter kits often use pods which house the coil. You simply refill the liquid until the coil reaches the end of its life.
Priming: Always allow a new coil or pod to soak in e-liquid for 5–10 minutes before use to prevent a ‘dry hit’.
Ohm (Ω): The unit of resistance. Generally, higher resistance (1.0 Ohm or above) is favoured for MTL, while lower resistance (below 0.6 Ohm) is typical for DTL.
Wattage (W): The power output. You should always ensure your device’s wattage is set within the recommended range printed on your specific coil.
mAh: Indicates battery capacity; a higher number translates to longer battery life between charges.
To help you navigate our inventory effectively, we have classified our offerings as follows:
| Category | Description |
|---|---|
| Pre-filled Pod Kits | Compact, user-friendly devices that use Pre-filled Pods, removing the need for manual e-liquid refilling. Ideal for beginners seeking a hassle-free experience. |
| Refillable Pod Kits & Devices | Versatile kits that allow you to refill pods or tanks with your choice of e-liquid, offering greater freedom, cost-effectiveness, and flavour variety. |
| Pre-filled Pods | Replacement cartridges pre-loaded with e-liquid, designed for specific pod kit models to ensure consistent performance and simple maintenance. |
| Nicotine-Free E-Liquids | E-Liquids formulated without nicotine, perfect for vapers who enjoy the ritual and flavour of vaping without the stimulant effect. |
| Freebase E-Liquids | Traditional E-Liquids that provide a distinct throat hit, typically available in a wide range of nicotine strengths and VG/PG ratios to suit various setups. |
| 1% (10mg/ml) Nicotine E-Liquids | A moderate nicotine strength option, offering a balanced experience for vapers who find high strengths too strong but still require consistent satisfaction. |
| 2% (20mg/ml) Nicotine E-Liquids | A higher nicotine concentration typically found in nicotine salts, designed to provide rapid satisfaction and a smooth throat hit, ideal for heavier smokers. |
| Accessories & Parts | Essential add-ons including replacement coils, charging cables, spare pods, and drip tips required to maintain and customise your device. |
| Miscellaneous Products | A collection of supplementary items and lifestyle products that don’t fit into standard categories but enhance your overall vaping setup. |
As you prepare to make your first selection, keep this final checklist in mind to ensure you have everything required:
1. The Device: Select hardware lines that match the intended store demographic. For maximum simplicity, prioritise Pre-Filled Pod Kits. For variety, include Refillable Pod Kits. For technical flexibility, look for features like adjustable airflow.
2. The Consumables: When stocking a refillable system, ensure the inventory configuration includes the corresponding replacement coils or spare pods.
3. The Liquid: For a smooth, satisfying MTL profile, ensure a strong selection of 50/50 VG/PG Nic Salts. Higher VG liquids should be reserved for more intensive, specialised DTL vaping setups.
At this stage, this is all the information you require to make an informed decision. These systems represent the most economical and legally stable entry point into modern boutique vape distribution. Exercise professional care and common commercial sense when configuring your trade inventory order, ensuring that the selected hardware lines correspond directly to your store’s regional market focus.
