NJOY Takes on Investors


NJOY according to a convenience store industry publication has struck a deal worth $20M with venture capital firm Catterton.  It will use this infusion of cash to focus mainly on expanding the brand via marketing and business development.

njoynew image“NJOY is a market leader with outstanding products that have significant consumer appeal and are poised for broader acceptance in the marketplace,” said Michael Farello, a partner of Catterton Partners. “With its wide network of distribution partners, deep new-product pipeline and a strong executive team, NJOY is positioned for significant growth. We look forward to working with NJOY and utilizing our financial and operational resources–as well as our expertise in consumer products–to support the company’s long-term business plans and success.”

It seems like competition in the traditional e-cigarette space is starting to heat up.  FIN recently announced an aggressive ad campaign that includes full page ads in Rolling Stone.  This should raise the e-cigarette’s profile in the public eye considerably.

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About Steve K

Hello and welcome to Steve K’s Vaping World. I’m Steve K, Chief Vaper and your guide to SKVW. This site launched officially on June 1st, 2011 and has been gaining ground ever since. It is my mission to serve up electronic cigarette news commentary, honest and unbiased e-cigarette reviews as well as informative and entertaining articles relating to all things e-cigarette.