Socialites Merger with EDGE

January of Q1 2020 will see the long-standing Socialites brand absorbed into NextGEN360’s leading EDGE brand. The integration will impact a selection of hardware which will be migrated, along with all Socialites e-liquids being replaced by EDGE Elite range of liquids, while preserving a selection of legacy flavours now brought under the new branding.

As the UK’s current No.1 brand within convenience, the decision to merge brands will enhance EDGE’s retail footprint and further strengthen the EDGE brand’s presence within the market, streamlining business function and improving the overall efficiency of retail operations. With Socialites’ successful e-commerce site and strong loyal customer base now fostered under EDGE, the merge creates a fantastic opportunity to improve brand awareness which in turn, will increase revenue.

EDGE is currently stocked in over 18,000 retail locations, with the addition of over 50 prestigious sites in major shopping centres across the UK following the absorption of Socialites. Commanding a growing 36.5% market share within UK convenience by units sold (Total Impulse, Nielsen) as well as expanding international operations in 9 countries and counting, 2020 is set to be an exciting year for EDGE. The merge with Socialites marks the first of the new year’s milestones for the EDGE brand, coming prior to the launch of some exciting and innovative hardware, incorporating cutting-edge patented technology that revolutionises the vaping experience, with special considerations also being made in preparation for the upcoming menthol ban.

“Looking to the future, we plan to expand the brand even further to more locations and will look to strengthen our position as the ‘go-to’ brand for hardware and e-liquids. 2020 will be a very exciting year for all of us at NextGEN360, we intend to continue to innovate and lead the way in the vaping and CBD industry”

Chris Carr, Sales Director at NextGEN360.

2020 promises to be an exciting year for the EDGE brand, alongside a move to a new and improved website and its new home of We’re thankful to all our Socialites and EDGE customers who continue to support us and we look forward to providing next-generation vaping experiences for many years to come.

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