About E-Cigarette Direct

UK Vape and E-liquid Retailer

E-Cigarette Direct vape stores

What we do

E-Cigarette Direct is a UK vape and e-liquid retailer, operating online and through a network of specialist high street vape shops across England and Wales. Founded in 2008 and headquartered in Swansea, we provide adult customers with a carefully selected range of vape hardware, vape juice, and nicotine alternatives.

We operate a national online vape store alongside specialist UK vape shops, supplying both channels directly from our Swansea-based warehouse to ensure consistent availability, service, and pricing.

Retail Standards and Responsibility

As a long-established UK vape retailer, E-Cigarette Direct promotes responsible retail standards across the vaping sector. We sit on the steering committee of the Independent British Vape Trade Association (IBVTA) and have co-authored peer-reviewed research into vaping as a tobacco harm-reduction alternative.

Our retail standards include early adoption of product testing requirements, the implementation of Challenge 25 age verification years ahead of legal mandates, and the publication of evidence-based information through our blog.

Our Heritage

Founded in 2008 by Jean Rasbridge and James Dunworth, E-Cigarette Direct is one of the UK’s longest-running independent vape retailers. We remain a family-owned business, focused on providing a reliable, transparent retail experience for adult vapers across the UK.

E-Cigarette Direct staff