Vaporized has been rebranded VPZ, with the roll-out taking place during the first quarter of 2019.
The rebrand has been designed to boost consumer engagement, as the business forges ahead with ambitious plans to treble its store footprint to 300 in the UK by 2021 and pursues expansion opportunities in Europe.
VPZ director Doug Mutter says: “The rebrand gives us a standout presence in a growing marketplace, while still staying recognisable to our loyal customers across the country.
“We are already amid exciting growth plans and the rebrand gives us a further platform to realise our international expansion vision, providing a transferable name that is easily recognisable to consumers across global regions.
“The rebrand also fits with our strategy of bringing new product categories for our expanding customer base.”
The new name has been announced as evidence shows vaping could become a key weapon in the NHS’s stop smoking strategy.
Public Health England estimates vaping is 95 per cent less harmful than smoking traditional tobacco cigarettes. Latest figures also show approximately two million people in the UK have already quit smoking by switching to vaping, with 500,000 more currently trying to switch.
In addition, Cancer Research UK estimates there are currently 9.4 million smokers in the UK who can still potentially switch to vaping.
As part of its commitment to consumer education, VPZ will launch National Cigarette Amnesty Day on January 14 to help more smokers across the country quit.
Smokers are being invited to come into VPZ stores across the UK and get their 28-day starter kit to make 2019 the year they finally quit smoking for good.
Doug adds: “Vaping represents a huge public health opportunity and the market will continue to grow as increasing numbers of smokers recognise its effectiveness in helping people to quit smoking.
“Consumer education is crucial too and as part of our rebrand we will be investing heavily to ensure our teams are equipped to help smokers understand the evidence-based public health opportunity of vaping products, so that their positive impact can be maximised.”