Vaping and the promotion of its numerous benefits is a noble pursuit, and that has never been more evident than in the case of Noble Vaping. Located in Shoreditch and founded in February 2015 by two brothers, Sunny and Sal, with the goal to educate smokers on the benefits of electronic cigarettes and all things vaping. Noble Vaping now has one of the largest ranges of e-liquid you’ll find in most vape shops, and it’s certainly the ‘go to’ vape shop in Shoreditch for anyone looking for advice, great customer service and of course a huge range of e-liquid… you’ll even find Shoreditch e-liquid in amongst the Alien Piss, Milkman and Dinner Ladies.
So on a hot summer afternoon in London we thought it was time to pop in and pay the vaping nobility of Shoreditch a visit.
This interview has been edited and condensed for clarity.
Fill us in on the history of Noble Vaping, where did it all begin?
Noble vaping started when a friend of mine started vaping in my car. I had no clue about vaping at the time or it’s potential to help people quit smoking. I purchased my first vape kit soon after and joined some Facebook groups to learn more about the industry. Soon after I started my own web site which quickly grew a reputation for great prices and customer service. In our first year, with no money spent on marketing we grew completely organically from our interaction on Facebook. One year on and we decided in an effort to strengthen our brand it was time to open a Flagship store in Shoreditch.
So now you have the flagship store, how’s business?
We’re just over a year in and the store is doing great, with an increase in business every month. Everyday we see new customers and we have helped educate over 800 people about the benefits of e-cigarettes and vaping. We believe our growth is down to our great customer service along with the rapid growth of the vaping industry. Every year we are looking to refurbish the shop and bring something new to Shoreditch. This summer we have plans to introduce a specialty coffee machine and new oakwood counters. Customer service is very important and it’s something we have noticed isn’t always part of the experience in other vape stores. We ensure we have enough staff to give one-on-one service to at least 7 customers at any given time.
Where do you see the future of the industry?
We believe the industry will double in size by 2020.This is based on our own research along with government predictions. Due to this rapid growth we are starting to see investment being generated from other industries along with big tobacco. The UK brands and manufacturers are making a lot of noise on the international vaping scene in terms of brand recognition and distribution, largely due to the ridiculous attitude towards vaping the FDA has adopted in the USA, which is currently the biggest market for vaping and e-cigarettes.
What plans has Noble Vaping got for the future?
Along with introducing a Noble specialty coffee brand into our store, we also hope to open more central London locations in the near future. We will be launching two new e-liquid brands in August and are acquiring a new location for our own manufacturing facility. In the international market we are already underway and selling our e-liquid in over 5 countries and plan to expand on this. Most importantly we aim to continue to offer our Noble customer service both in store and online. We believe this is the most vital part of our business and the reason for our success to date.
Have you noticed any interesting trends developing in the world of vaping?
One of the most noticeable trends in recent months has been the popularity of Malaysian e-liquids. With most flavours being mint and fruits. Also we’ve noticed simple flavours are becoming popular again, which could be due to the amount of US brands with their complex flavours and the growing competition of the UK brands.
Now the big question. What do you think of Shoreditch e-liquid?
We really love the branding and the simplicity of the flavours by Shoreditch. Prior to opening Noble Vaping we already knew of Shoreditch before we carried out any research. This was in large part, due to the great web site and brand recognition you have. It’s great that Noble Vaping and Shoreditch have a good relationship, especially as we both have our roots in Shoreditch and we’re looking forward to working together in the future.