About E-Cigarette Direct

Online UK Vape and E-liquid Retailer

Our story

In 2008, after decades as a smoker, Jean Rasbridge took her first puff on a vape. Soon after, she founded E-Cigarette Direct with James Dunworth on a mission to help the nation's smokers make the switch.

Since then we’ve helped hundreds of thousands of smokers take their last puff on a cigarette - and their first puff on a vape.

Who we are now

Formerly spread across shops and online, E-Cigarette Direct is now a focussed online vape and e-liquid retailer. Completely independent of the tobacco sector, our family business is dedicated to providing the very best service and products to adults looking for an alternative to cigarettes. 

What you get from us

Superb service

Whether it’s getting your order fast, getting advice about the best product for you or learning how to use your new vape, you’ll enjoy fast reliable service from our team of friendly experts - service that has helped us win three Feefo Customer Service Platinum Awards in a row and get an independent rating of 4.96/5 based on over 28,000 reviews from Feefo and Reviews.io.

Products

From mods to starter kits, prefilled pods to e-liquid, all products we sell undergo exhaustive testing by experienced vapers. Their findings also inform both our vape buying guides, side-by-side comparisons and tutorials.

Advocacy

We co-authored the first peer-reviewed research into vaping as a tobacco harm-reduction alternative. Since then we’ve given interviews, talked at conferences and interviewed scientists for our blogs. 

You’ll find us on the steering committee of the Independent British Vape Trade Association where we work for sensible regulations and help to promote responsible retail standards across the vaping sector. 

Our research and commentary have been featured by Sky News, the BBC and ITV, among others. See E-Cigarette Direct in the media for more information.