James Dunworth, BA Hons, PGCE
Chairman & Co-Founder, E-Cigarette Direct (UK Vape Retailer)
James Dunworth is the Chairman and co-founder of E-Cigarette Direct, one of the UK’s longest-running independent vape retailers.
Founded in 2008 with an initial investment of £1,500, E-Cigarette Direct operates nationally online and through specialist high street vape shops across England and Wales, serving adult customers in a regulated retail environment.
Before founding the business, James spent nine years living and working across Asia and the Middle East, funding his travels through teaching and writing. During this time, he became fluent in Indonesian and developed a strong interest in education, completing two postgraduate teaching qualifications and lecturing at Cardiff University for a year.
E-Cigarette Direct began when James’ mother, Jean Rasbridge, brought home an early electronic cigarette from a trade show and asked whether he could build a website to sell it. Two weeks later, the site launched, marking the start of what would become a long-established UK retail business.
As Chairman, James focuses on retail standards, long-term business governance, and operating responsibly within a tightly regulated category. He sits on the steering committee of the Independent British Vape Trade Association (IBVTA) and has contributed to peer-reviewed research examining electronic cigarettes within a tobacco harm-reduction context.
James also oversees The Ashtray Blog, E-Cigarette Direct’s long-running publication providing evidence-based information for adult consumers. Through this work, he has been involved in interviews with scientists and researchers and has contributed to wider public discussion on vaping from a retail and consumer perspective.
He has regularly been invited to comment on vaping and retail regulation in national media, including appearances on the BBC, Sky News, ITV News, and BBC Radio Five Live.
Outside of work, James spends his time outdoors, tending his vegetable plot, hiking, fishing, swimming and surfing.
Featured articles and talks
- Why Compliance Matters for the Vape Industry (The Grocer)
- The Big Problem With Banning Disposables (Global Forum on Nicotine)
- Vapreneurs and the Economy (SME 4 Labour)
- The Vaping Phenomenon (Truevo Talks)
- Is UK Government’s “Smoke-Free Generation” Bid Losing Its Way? (Filter Mag)
- Voices of Vapers: Vaping in the UK (Heartland Institute)
- Employees bullied or fired for vaping at work, study claims (Sky News)
- At the front line - what do consumers need? (Global Forum on Nicotine)