On the evening of April 25th, Aroma King headquarters issued an exclusive response to 2FIRSTS regarding allegations of owing large amounts of money to Chinese suppliers by the well-known European e-cigarette brand Aroma King.
In response, Aroma King stated:
The Aroma King brand is one of the most recognised manufacturers of vape products in Europe as well as in the US and Middle East. it has been greatly successful in offering products that stand out for their flavour and unique design. in many markets, it hasbecome an iconic brand that is the quintessential vape product for customers. Rapid growth and spectacular success of the brand affected the supply chain and directed thecompanyto less known factories to meet the scale ofthe orders. Unfortunately, this openapproach has been exploited by unreliable business partners who, driven by short-termbenefits, have mistreated Aroma king's trust.
Operating company SYMETRlCUS experienced problems as a result of unsatisfactory quality and did not meet Aroma King standards. For this reason, it was not approved for sale by the brand owner, which led to financial losses for Symetricus. As a result of thissituation Symetricus is in a restructuring process that inevitably leads to a resolution of the current difficulties. Most of the issues with majority of business partners have already been resolved, and others are in the process of being resolved in the near future.
In order to continue with such rapid growth of the Aroma King brand and to maintain further growth plans, changes to the company's shareholding and board of directors took place in early 2024. The new management is making significant improvements to thecompany's logistics chain and commercial policy in order to meet customer expectations, market demand and to avoid problems from 2023. The company has announced already changes in the organizational structure and also the launch of innovative products line-up for the second quarter of 2024, both for European markets and for other countries in which it is developing active sales. These changes will allow Aroma King to maintain further growth and the high customer loyalty that has always beena great strength of the company.
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