|In a move that may come as a surprise to some, Blu ecigshas announced that they have been acquired by one of the oldest and largest companies in the United States. Ironically, that company just happens to be Lorillard, Inc. which includes the Lorillard Tobacco Company subsidiary. Lorillard Tobacco Company is the third largest cigarette manufacturer in the country. Blu ecigs, created in 2009, has consistently been the top electronic cigarette brand in that time period.Ecigs are battery operated devices that emit an odorless vapor. Thousands of tobacco smokers have used ecigs to kick their traditional cigarette habit. Blu ecigs was one of the first companies to introduce this smoking alternative. They are|
committed to customer service as well as providing an affordable superior product. They boast about their propylene glycol free flavor cartridges, which are proudly made in the USA by the American smoke juice company Johnson Creek.
Blu most recently made headlines by introducing their industry changing Premium Pack. This smart pack, which allows users to charge while on the go, also has social media capabilities. While the first of its kind pack provides improved performance it may also actually improve the user’s social life. The pack alerts the user when another Premium Pack user is within 50 feet. They can then decide to meet face to face if they wish.
Lorillard is the oldest tobacco company in the US. Their top brands include Newport and Kent among others. Jason Healy, president and co-founder of blu, assures customers that this development will enable the ecig company to move to the next level on their expansion and product development. He believes blu will be able to provide its customers with even greater quality products as they continue to grow and introduce new products.
Lorillard, which operates out of Greensboro, NC, purchased blu cigs for $135 million in cash. The company intends to retain the blu ecigs management team as well as its headquarters in Charlotte, NC. Lorillard, according to their press release, believes that blu will benefit from the company’s regulatory experience and sales infrastructure. They believe this experience and plan is necessary for blu to reach their potential in a responsible manner. Lorillard also believes, as blu always believed as well, that it is crucial to gain and keep the trust of their customers by exhibiting ethical business practices.
Only time will tell if Lorillard’s acquisition of blu ecig’s assets will be successful. Both companies are committed to producing superior products. Both companies are committed to excellent customer service. The question remains whether or not blu’s immensely loyal following feels comfortable with a tobacco company producing the alternative smoking products that helped them quit traditional cigarettes in the first place. Lorillard believes that their concept of thoughtfully delivering quality products will benefit their customers long term. Both companies appear confident nothing will change, and growth will be extremely successful.