multiVAPE: THE VAPING BEGINS
2012 - multiCIG FORMS
In late 2012, the multiCIG operation was founded in the vibrant city of Nottingham, United Kingdom.
Our team saw an opportunity in the emerging technology of e-cigarettes, to not only make some money, but to more importantly save peoples lives by helping them kick the habit of smoking.
With some clever design work and careful sourcing of reputable suppliers, Multivape brought one of the first e-cigarettes to the market – the fantastic and venerable ‘multiCIG’.
As with all things e-cigarettes, the market and the technology both moved at lightning speed. Within months, a demand for a rechargeable version of the multiCIG device was recognised and met with our more sustainable version.
Note the elegent and sophisticated ‘minimalist’ stylings attributed to the product. If you’re trying to kick a nasty habit, we thought it was worth helping you feel better about it!
It rapidly became clear that smokers wanted to take advantage of attractive flavour choices to help them quit. Some people wanted a tobacco replacement, whilst others wanted to lose the tobacco taste altogether.
Non-tobacco flavours come with a significant body of evidence that they help smokers quit smoking when using e-cigarette or vape products.
So, we produced some classic flavour variants of our multiCIG device to help even more smokers quit the habit.
THE multiVAPE CONCEPT
The multiCIG device was very successful and sales took off quickly. You may have purchased one yourself? In the early days of vape, they were everywhere!
However we could see the market developing and as new vapers were becoming more experienced with their products, we anticipated that the market would become more mature with more competitors, lower quality products, and a huge range of choice. We were proved correct!
The second half of 2013 was devoted to developing our new range of devices and e-liquids to meet the more discerning needs of experienced e cigarette users. This new range, would be known as “multiVAPE”.
We contacted Aspire (one of the most respected device manufacturers) and arranged to meet with them at their high-grade facilities in China. They had seen what we had achieved with our multiCIG brand in the UK, and decided to work with us to develop a vaping starter kit, which would work perfectly with our new e-liquids.
It was at that time coil technology was developing and advancing at a rate of knots. We felt it was important to incorporate the very latest Bottom Dual Coil technology at that time.
In terms of e-liquids we knew that the vast majority available in the market were being produced in China, but we wanted our liquids to be UK made and of the highest possible quality. We spent a lot of time researching what was available and getting our heads around what would be important to the vast majority of vaping customers going forward.
PG:VG ratios, nicotine content, label warnings, varieties of flavour, bottle types, cap types etc. It was a very steep learning curve but by February 2014 everything had come together and we were ready to launch our new multiVAPE range.
2014 - multiVAPE LAUNCHES
In February 2014, we launched the multiVAPE brand.
We launched with one device (the Multivape Kit pictured here) along with five e-liquid flavours in two different nicotine strengths, with the e-liquids manufactured here in the UK.
We were the first company with a national distribution network to launch e-liquids into the UK convenience market. As with multiCIG, sales took off fast, and quickly overtook our original multiCIG product sales.
Unlike many of our competitors we wanted customers to have ‘universal’ products, where our liquids could be used in other devices and our devices could work with other liquids. It was also really important that our products were universal in demographic appeal and a lot of thought therefore went into the design, weight, packaging etc.
Since then thousands of other individuals / companies and brands have entered the market. Many of the original brands have been bought out by BIG Tobacco companies – but not us!
2015 - multiVAPE AWARD WIN
A highlight of the launch of multiVAPE, the brand and its products won through at the 2015 Retail Industry Awards in the e-cigarettes category.
Christian Mulcahy commented:
“We wanted to create products that our customers could absolutely trust, and rely upon to help them quit smoking. We’re very happy we achieved this goal.”
2017 - PHYX BRAND LAUNCHED
With the Vaping market rapidly coming of age, consumers began to mature in their flavour choices, and became increasingly adventurous. The market responded by producing huge quantities of flavour variety.
Our response was to build the PHYX brand with twelve unusual and delicious flavours. Strictly following the fusion flavour style, PHYX absolutely broke the mould and gave our more experienced vaping customers a taste sensation.
2016 TO 2018 - MV DOMINATES
2018 - MV SABRE NUVO LAUNCHED
The vaping market evolves at an unbelievable pace – so innovation is key to stay up at the front. Which is why we produced the Sabre Nuvo Kit.
A high quality, universally usable vaping mod system, the Sabre Nuvo was launched as our premier offering to the Vaping world. Once again designed with our ‘mix and match’ and ‘customisation’ mindset, it’s perfect for cloud chasers, and exacting vapers everywhere.
2018 - MV SHORTFILLS & NITRO-NIC ARRIVE
Nobody likes boring flavours. Which is why when we created the first flavours in our Shortfill range, we thought we’d bring the excitement of several of the worlds most glamorous destinations to your tastebuds.
Individually themed flavour combinations mean you can take the relevant local cultural flavour and vape it any time you like, without the need for a passport!
To provide the separate Nicotine content for our shortfills, we also launched the high quality Nitro-Nic nicotine shot.
2019 - E-LIQUID ADDITIONS
Building on the success of our MV e-liquids we added the Banana Bake, Doughnut Mix, Fruit Melody and Berried Secret flavours to the range.
With the advent of the ‘Salt Nicotine’ trend in the marketplace, for those who like a smooth texture with high nicotine content from their vape, we added a high-spec variation of some of our most popular multiVAPE flavours. Specifically Tobacco Leaf, Menthol Mist and Blueberry Dew.
MULTIVAPE: WHERE ARE WE NOW?
The story of MV in 2020 has two parallel threads – a story of redefining the multiVAPE business, and of course, Coronavirus.
Our expansion plans for 2020 have been dented by the arrival of the pandemic virus. However, they haven’t been halted. We’re in the process of upgrading our online infrastructure, and our business as a whole. We’re also in the process of redefining who and what we are to you, our loyal and brilliant customers. As time moves on we’ll reveal more about what means in our revitalised blog.
We have one major product launch arriving in 2020, which we’ll reveal amid as much fanfare as we can muster.
For now, rest assured that we’re going to keep supplying you with your No.1 choice of e-liquids in our various ranges, and making sure that your deliveries to get to you for a great price, and on time.
We’re not going to let a global pandemic stop us!
MULTIVAPE: WHAT DOES OUR FUTURE HOLD?
- Always put the experience Vapers will have using our products at the forefront of everything we do.
- Continue to deliver a red carpet vaping experience allowing the best possible chance for a smoker to move away from combustibles and ultimately quit completely.
- Anticipate trends in vape technology and then design and offer products with mass appeal.
- Strive to be Vapers most trusted supplier of quality vaping products.
- Expand our product portfolio to include trusted vaping brands, providing well curated options for consumers.
- Continue to challenge tobacco owned brands in the retail convenience space with our independent approach.
- Continually optimise and take advantage of developing e-liquid technologies to deliver a better and safer vaping experience.
- Be prepared for a stronger regulated environment enabling consumers who rely on our products to continue to enjoy them in the future.
- Be at the forefront of regulatory debate through our involvement with the UK Vaping Industry Association (UKVIA).
- Continue to build on MV’s enviable reputation within the industry engaging with the likes of the MHRA, HSE, Trading Standards and other public health bodies.
- Design our packaging and develop our products in a responsible manner targeting only adult smokers.