Top Takeaways:
- Chill Brands named exclusive UK distributor for RELX International.
- Deal centers on RELX MaxGo pod systems targeting independent convenience stores.
- Agreement expected to materially lift Chill Brands’ revenues from FY 2026.
Chill Brands Group Plc (LSE: CHLL) said Friday it has been appointed Primary Distribution Partner in the UK for RELX International, one of the world’s largest vaping companies, in a deal it described as a “significant milestone” and the largest in the company’s history.
Chill Brands will build a dedicated Chill Connect sales team to distribute RELX’s UK-compliant MaxGo pod system devices nationwide. Distribution will focus on independent convenience stores, a core sales channel where Chill has established reach. The first shipments are due to arrive in September 2025, financed through an inventory facility the company arranged last year.
The company said the partnership is expected to deliver a material increase in revenue in the financial year ending September 30, 2026, after strong results from earlier retail trials.
CEO Callum Sommerton said the agreement cements Chill Brands’ role as a leading distributor in the vape category.
“This distribution agreement with RELX International is a significant milestone in our growth journey,” Sommerton said. “As their Primary UK Distribution Partner we gain the opportunity to introduce a proven, science-led product range into one of the fastest-evolving vape markets in the world.”
RELX said the partnership is designed to grow its share of the regulated UK market, according to a press release.
Richard O’Doherty, Head of Sales & Commercial at RELX International, said:
“We are delighted to be working with Chill Brands. Their proven strength in the independent convenience sector makes them ideal to bring RELX products to market. We have great confidence in the MaxGo range, which offers innovative, compliant, and reliable pod-based solutions designed to meet the needs of UK adult consumers.”
Regulatory backdrop
The agreement comes as the UK prepares to tighten e-cigarette regulation. In January, the government announced plans to ban disposable vapes, citing youth uptake and environmental waste. Draft legislation introduced this year includes restrictions on flavors, packaging, and marketing, but continues to permit refillable and pod-based devices under strict compliance.
Health officials have consistently distinguished between single-use and rechargeable devices, describing pod systems as less environmentally damaging and more suitable for adult smokers seeking alternatives to cigarettes. Industry analysts note that this shift could accelerate demand for regulated pod systems like RELX’s MaxGo line, particularly through convenience retailers that have been the main sales channel for disposables.
RELX, which operates in more than 60 countries, is looking to entrench itself in the UK market ahead of the ban’s implementation. By partnering with Chill Brands, the company gains access to one of the largest independent convenience distribution networks in the country at a pivotal moment.
For Chill Brands, the deal reinforces its pivot toward higher-margin, regulatory-compliant products and strengthens its financing structure. With the UK vaping market undergoing structural change, both companies are positioning themselves to benefit from a shift away from disposables and toward reusable systems.
