At that time the few retailers operating within the e-cigarette market had little appeal from a marketing perspective, particularly in their approach to design, shop-fitting, and the supply quality of hardware and e-liquids available for purchasers.
J WELL opened its first store on Paris’ Rue de Maubeuge, placing strong emphasis on a targeted marketing strategy, products that showcased innovative design, and sophisticated and diverse product ranges; J WELL’s position as a premium brand in the very vanguard of the e-cigarette market was secured.
At the time of its establishment J WELL was the only monobrand (e-liquids and devices) participant on the market in France, a factor that paid dividends in cementing the brand’s power. Expansion under JWELL’s franchising model was a clear success, making it the company with the highest new store opening rates for 2013/2014 (110 new boutiques within a single year).
The astounding pace of store openings facilitated massive investment in production and logistics. In 2013 J WELL established a dedicated e-liquid bottling factory just south of Paris, allowing the company complete autonomy in the creation, manufacture and distribution of its e-liquids. 2014 saw J WELL’s continued expansion across France and in Europe at large.
On the back of this rapid growth, and with ever-increasing demand from the network of J WELL boutiques, the company founded its assembly plant in China, a place in which the creation of new products could be catalysed by the changing demands of the marketplace and in which complete mastery of production methods could be attained through continued innovation.
Given its success in French and European territories (Great Britain, Denmark, Austria, Germany, Greece, Hungary…), J WELL decided to give equal focus to its expansion further afield (Australia, Canada, Hong Kong, USA, Switzerland, South Africa, Peru, Russia, Belarus…) in the last quarter of 2015.