Vapelux Special Edition

Technology in Casinos - Special Edition

Smoke without fire

The electronic cigarette on everyone’s lips

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Vapelux providing a genuine alternative for those gamblers who enjoy a cigarette Glyn Thomas chats with Nick Roman, Commercial Manager of Vapelux Ltd, about their range of e-cigarettes

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spers Casino Stratford is the largest Casino venue in the British Isles with more tables and slots than any other competitor.

Hosting thousands of visitors throughout the Summer Olympics, they now have a bustling, lively entertainment venue featuring slots, roulette, black jack and London’s largest poker room. Sky Bar and Tanzibar offer a selection of fine cocktails against the throb of live music, with live betting on 27 huge plasma screens.

Head of Hospitality Greg Taylor nominated Vapelux as their exclusive supplier of electronic cigarettes and commented: “I was impressed with the design qualities of Vapelux product, and decided to give them a trial.

We are so pleased we did as everyone raves about them!“.

Aspers are also due to open their next supercasino in Milton Keynes this September and also hope to stock a full range of Vapelux products.”

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Could we start this interview with a history of the company when it started its original plans and expectations to where it is today?

Vapelux Ltd was incorporated in January 2012 with a desire to revolutionise the electronic cigarette industry.

We spotted a big gap in the market, where prospective users of e-cigs were unsure of legislation and due to the unimaginative styling of available products, quite embarrassed about using them around other people. As a very beneficial harm reduction tool, we feel it is vital to make each product of the highest possible quality and to appeal to even the most discerning fashion snob!

Vapelux is the market leader in disposable luxury electronic cigarettes. We are exclusive supplier to two national casino operators, whose patrons testify to the enriching experience delivered across all our products.

Away from our land-based casino clients, our impressive client list includes Harrods of Knightsbridge, Selfridges, Davidoff, The W Hotel, Partridges of Sloane Square, Annabel’s, Cirque du Soir and many leading independent nightclubs and

pharmacies nationwide and across Europe.

The smoking ban had a massive impact in the Casino Industry with Casino operations constantly looking for options where a compromise can be gained with patrons whom enjoy smoking in action at a Casino. Why should Casino operators trial your range of alternative smoking devices for their clients?

The Health Act (2006) and subsequent Smoking Ban has decimated several industries albeit for the greater good. How many times do we see smokers hanging outside doorways of office buildings, public houses, hotels, nightclubs and bingo halls?

Not only is the pollution and waste a nuisance for the freeholder and passer-by but the commercial implications of being ‘half out the door’ is a major concern. Pubs for example, are closing en mass and this is not down to just the price of a pint.

How does it compare in price to alternative devices currently on the market?

Vapelux is a true innovator. We invest heavily in our R&D processes and via our fully licensed and 3

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compliant factory, we produce high-tec devices on demand.

By removing the middle man, we can instead concentrate on optimising user experience, with fully insured and compliant products at a very fair retail price point.

There are now an estimated 60 UK companies selling standard or fashion devices but largely unregulated, uninsured and untested for contaminants and toxins. We are proud to say that Trading Standards regularly inspect and test our products and are clear of any substances known to raise health issues.

We also ensure that as a Producer of EEE, we are responsible for paying for safe collection and disposal charges of our electronic products to the Environment Agency.

How has the range been developed; has it been created in-house by Vapelux or are they market driven by customer research with Luli being a brand for Women and REGCIG for Men. We are exhaustively researching an ever-changing market. We have developed so many products which appeal to heavy smokers, social smokers, fashionistas and even shisha, pipe or cigar users.

We have created our sophisticated and feminine “Luli” range and our realistic cigarette range “RegCig” due to the feedback we receive on an on-going basis.

Our OEM expertise was recently utilised by Northern & Shell (owners of Express Group

Newspapers) and the “5Colors” brand became the first electronic cigarette to be advertised on national television.

Vapelux has generated in a relatively short period of time a lot of new customers in the gaming industry involving an impressive list of Casinos along with a major operator. This must be very satisfying for the organisation, but also demonstrates the greater potential of the product with this market that has been so heavily affected by the smoking ban?

Our acquisition of casino operators was not at all an easy task. One or two other brands had entered into trial periods with their standard offerings but sales statistics were less than impressive. In a casino environment, introduction of any new product must be done with consideration to the luxury surroundings and sociability of the crowd, to ensure patrons stay relaxed and importantly, stay focused on their gaming experience.

We are developing even greater and exciting ways of increasing retention and we shall be rolling these out over the coming months for all existing and new casino clients.

Design of the cigarette’s looks is very appealing.

Has that always been one of the primary priorities involved in the development process?

We were always aware that a fashionable design is vital. A Director from one of the UK’s largest

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e-cig companies, who has sold over 500,000 devices, said he had never seen anyone use his in public!

The performance of the synthetic cigarette is impressive. How complex are they and are their patents involved as one would assume there has been extensive investment of research and development in the development of the range?

The electronic cigarette was invented by a Chinese pharmacist by the name of Hon Lik, who patented the idea of vapourised nicotine using safe inhalant chemicals in 2003. The first of these products were fairly primitive and prone to cross contamination. Fortunately, where a factory follows strict control procedures and followed by independent batch testing, the incidences of poor manufacturing quality is extremely rare.

Vapelux owns 30 specific design registrations of our own, including several trademarks in the EU and further afield.

What kind of quality control measures do you have in place involved in the manufacture of the synthetic cigarettes to insure optimum satisfaction is maintained with the contents of every pack?

As a fully paid-up member of ECITA, we have been audited to ensure full industry compliance.

In our licensed independent factory, a

senior R&D partner inspects all production from start to finish and then when received in the UK, all are batch tested to ensure ingredients purity and packaging and product perfection. In the event where a product is genuinely faulty, we replace without delay.

Due to our stringent manufacturing procedures, we are one of the only UK companies to be eligible for full Product Liability Insurance, and we have valid cover across all products for up to ÂŁ5m per claim.

Healthier alternative to smoking; is that statement based on any independent medical research?

There have been countless independent studies which now clearly show all quality e-cigs to be considerably healthier than any form of lit tobacco.

The ingredients of our electronic products are warm to a regulated temperature, which vapourises Propylene Glycol, Vegetable Glycerine and a combination of food-safe flavours.

All ingredients are classified as safe for human consumption by both the FDA and World Health Organisation.

Reliability & Quality of Performance must be key factors with this type of product?

Absolutely! Our unique combination of flavours and vapour production is unmatched.

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Stay in the Game

Casinos are providing their patrons Vapelux e-cigarettes and cigars which are a proven alternative to cigarettes that provides patrons enjoyment, satisfaction and style without the smoke. Chris Sanson chats with Nick Roman Commercial Manager at Vapelux

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apelux is now well known as an industry innovator, having introduced celebrity style and fashion into the electronic cigarette space and successfully trading in 27 countries to date. We have just passed our two year anniversary since incorporation and it has been a fantastic ride so far.

Core to our mission statement is to become to premier supplier of vaping products to the over18’s Hospitality and Leisure sector.

Have there been any new additions to the range or are they to be announced.

There are a number of new additions to our brands and also a few re-workings to ensure our products feature the latest tech for reliability and customer satisfaction. We have developed our original and unique brands through our own manufacturing facilities, with the highest levels of compliance and governmental approvals possible.

The Cigar range also is ideal for casinos, Casino Life understands these can be branded to the

Casinos logo?

Our e-cigar range, available in three sizes, can be white labelled and we can even customise the flavours and appearance to closely resemble the most popular Havana cigars such as Cohiba and Montecristo.

How easy is it for Casinos to organise deliveries of your electronic cigarettes?

Actually, this is very easy. We supply many casino independents and three of the UK groups, so a fast turnaround and personal service is always our priority.

The performance and appealing looks of the Vapelux synthetic cigarette’s is impressive does the appealing packaging styling & design originate in France?

Although conceptually developed in the UK, our “Luli” in particular, draws on Parisienne chic and is most definitely avant garde, designed for relaxed cafe culture.

Do you and members of your team at Vapelux

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smoke and if so are you all converts and if so which are the brands choices amongst your UK HQ? That’s a very loaded question but one I can answer with complete transparency! Yes there are occasions where one or two staff still enjoy an ‘analogue’ cigarette. Whilst e-cigs are a fantastic method of reducing tobacco intake, abstinence would still require good old willpower and personal choice must be considered in the long-term process.

Our nicotine brands “RegCig” and “FC Line” are used sparingly and especially in the mornings for a smooth 24mg or 14mg hit but we all mainly use our e-cigars now as they deliver a realistic though not overpowering taste, plus they last up to 1800 puffs, meaning we can vape for days on end and without smoking up our own profits!

Do you think it’s a case of this being such a relatively new way to smoke and such a revolutionary way around the negative effects of traditional tobacco based smoking that there is an element of disbelief in some sectors?

It is now generally accepted that e-cigs are around 1000 times safer than tobacco. It is still so gratifying for us to receive positive feedback from first-time users and hearing them say “I can do this”.

We recently presented an introspective case study at the e-Cig Europe industry conference.

This was fascinating for us to communicate with stakeholders from the electronic cigarette industry, including big tobacco and pharmaceutical

companies, investors, lobbyists and end users.

Some very stimulating debate and a real eyeopener to hear reaction from all concerned.

I can personally state that when I have smoked my Vapelux cigarettes during social occasions I find I have people engage me in conversation far more is that my imagination or have you found that being said by other Vapelux smokers?

Rather than being perceived simply as a glamorisation of smoking, feedback tells us that the enthusiasm for our products is based on healthier, positive choices and of course our distinct styling.

With every month that passes there seems to be a further increase in your air miles from the previous month how are you coping with these demands and how satisfying is it for you that you are seeing such an increase in universal appeal of the brands?

I am delighted to be able to service so many international clients as this shows the genuine global appeal of our brands. We do not manufacture for mainstream retail distribution, so in certain territories, we restrict distribution to key partners, such as luxury goods retailers, nightclubs and hotels. Although I miss my young family dreadfully on these trips, I am happy to say I have been to places most people have never heard of!

And finally are there plans for further expansion of the organisation 2014?

Vapelux has recently received additional investment from key partners, meaning not only will our global footprint be enhanced but we will soon be extending several lines to compete with the larger tobacco company entrants worldwide, but of course retaining our quirkiness and attention to quality and detail.

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The winning game in play at your Casino Vapelux

For further details and a free sample Contact ODM Ltd 4 Carriers Place Blackham Tunbridge Wells Kent TN3 9UQ + 44 1892 740869 sales@outsourcedigitalmedia.co.uk www.vapelux.com

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