Totally Wicked and Euro Garages' partnership has grown from strength to strength
Totally Wicked and the Euro Garages Group (EG) have established a stalwart partnership over the last three years which has resulted in a comprehensive range of Totally Wicked vaping products being stocked in more than 400 UK forecourts, as well as 50 German forecourts, as the collaboration now strives to bring the world’s premier vaping products to vapers and smokers across Europe.
In 2017, the Totally Wicked and Euro Garages partnership was struck and the ultimate goal was a clear one; provide smokers and vapers with quality vaping products conveniently, while retaining the high standards of service which both Totally Wicked and Euro Garages demand. From initial product selection and merchandising to a dedicated 24 hour vape shop, full feature walls and European expansion; the journey has been one of incremental growth and has developed into a sector-leading offering.
The Totally Wicked Euro Garages journey begins
Totally Wicked began its journey with Euro Garages with just three trial sites, however it quickly became clear from even this small sample that the venture certainly had legs. By July 2018, 120 sites were now stocking Totally Wicked’s best-sellers as vaping products had proven to be a hit with forecourt consumers in just a matter of months.
When the partnership began in 2017, vaping products were already well established in the UK as a key smoking cessation aid and their prevalence in the convenience and forecourt sector was growing, but the potential was yet to be fully realised. An offering of e-liquid (some more comprehensive than others) and in a few cases a succinct selection of hardware, merchandised alongside traditional tobacco products in a gantry or CDU, seemed to be the standard state of play for the convenience and forecourt vaping category. Totally Wicked’s ambition was therefore to provide all components a vaper or smoker would need to make the switch away from cigarettes or to continue their vaping journey; supporting our ethos of ‘empowering smokers to transform their lives’.
Floor Standing Display Unit – The beauty of simplicity
The Floor Standing Display Unit (FSDU) has undoubtedly been a key contributor to this successful partnership. Although simplistic-looking, the unit was designed meticulously to help simplify the consumer’s journey in purchasing vaping products and has stood the test of time in a growing number of forecourts across the UK. The introduction of the unit was subject to some early scepticism from critics. There were murmurs of ‘you can’t sell vaping products properly this way’ and ‘it will never work’. Whilst Totally Wicked has always held tailored service in high regard, we knew there was a huge opportunity to provide both smokers and vapers with the products to help them remain smoke-free.
Kitted out with all relevant components required to support a smoker to vaping journey, the Totally Wicked FSDU is estimated to have helped thousands of smokers make the switch away from cigarettes. Totally Wicked’s best-selling range of e-liquid, Red Label; three best-selling kits, which have evolved and been adapted; and all the relevant accessories, including atomizers, plugs and tanks all formed part of this complete offering. Taking up just 50cm2 of shop floor space and with simple mobility, the FSDU is a forecourt owner’s dream. No bells and whistles needed, just core quality products, vital literature and information, and the famed Totally Wicked branding.
Totally Wicked and Euro Garages create the UK’s first dedicated 24 hour vape shop
As we approached the back end of 2018, the partnership had gone from strength to strength, with a comprehensive Totally Wicked presence now prevailing in more than 300 EG sites. In November of that year, Euro Garages launched its flagship site – Frontier Park Blackburn. Frontier Park epitomises Euro Garages mission to combine a convenience with a fully-fledged retail experience.
Sitting proudly in the retail forecourt, and accompanied by global retail powerhouses including Subway and Starbucks, is a 24-hour dedicated Totally Wicked vape store. This was the first of its kind in the UK; a milestone moment for Totally Wicked which also cemented the firm relationship with Euro Garages.
EuroGarages take a huge ‘byte’ into furthering their vaping category growth!
As we moved into 2020, Totally Wicked products could now be bought in circa 400 Euro Garages forecourt stores. In selected sites, the FSDU had been upgraded to a 1-metre self-service unit, showcasing a greater range of e-cigarettes and e-liquids. The Totally Wicked byte was also rolled out across all of Euro Garage’s UK sites to help and encourage hundreds more smokers to make the switch to vaping; further supporting Totally Wicked’s ethos of ‘empowering smokers to transform their lives’.
Die nächste Stufe (The Next Stage)
The latest but certainly not final piece of the puzzle has seen Totally Wicked FSDU’s rolled out into mainland Europe. The tailored units have been put in 50 Euro Garages sites across Germany with the aim of gaining similar growth to the UK, in what is a healthy, emerging market.
The Totally Wicked Journey could very well still be in its relative infancy but we have certainly come a long way together. From a humble trial of just three counter top units, the partnership has grown exponentially in just three years. The potential of the European vaping convenience market is astronomical and we hope to continue growing the sector alongside Euro Garages.
If you want to find your local Euro Garages Totally Wicked stockist then head over to our Find a Stockist page.