Key Points
- Cooperation Announcement: UK consumer goods distributor Chill Brands announced it has been appointed by RELX International as its primary distribution partner in the UK market.
- Product Focus: The partnership covers RELX’s UK-compliant product line, the MaxGo series, with the first batch expected to arrive in September 2025.
- Channel Coverage: Distribution will be executed by the Chill Connect sales team, focusing on independent convenience retailers across the UK.
- Market Reaction: Following the announcement, Chill Brands’ share price rose 19% intraday, closing at 2.5 pence.
- Company Background: In recent years, Chill Brands has undergone governance restructuring, established the Chill Connect distribution arm, raised £3.4 million, and accelerated its shift from disposable products to reusable devices and zero-nicotine e-liquids.
- Acquisition Context: Prior to this, RELX had acquired leading UK retailer Totally Wicked (with more than 150 stores) through Wittyace UK Holding, further underscoring its deepening commitment to the UK market.
2Firsts, September 2, 2025 – UK consumer goods distributor Chill Brands Group Plc (LSE: CHLL) announced that it has been appointed by RELX International as its primary distribution partner in the UK market.
Under the agreement, Chill Brands, through its Chill Connect sales team, will be responsible for distributing RELX’s UK-compliant MaxGo product range across independent convenience retail channels nationwide. The first batch of products is expected to arrive in September, with working capital requirements supported by the inventory financing facility announced by Chill in December 2023.
According to 2Firsts’ search of the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette database, the RELX Maxgo Pro 22 was published between November and December 2024, while the “RELX MAXGO COMBO” product was published on February 27, 2025.
- RELX Launches MAXGO Combo E-Cigarette in UK with 2+10 Design
- RELX Launches Maxgo Pro 22000 in the UK with a 2+10+10 Design
Callum Sommerton, Chief Executive Officer of Chill Brands, commented:
"This distribution agreement between Chill Brands and RELX International marks a significant milestone in our growth journey. RELX is a leading global vape company, and as their Primary UK Distribution Partner we gain the opportunity to introduce a proven, science-led product range into one of the fastest-evolving vape markets in the world. With our established capabilities in convenience store distribution, Chill Brands is positioned to drive uptake of this product range.
"This agreement is expected to deliver a material increase in revenues for Chill Brands as we expand RELX's market share in the UK through our dedicated sales team and specialist route-to-market capabilities. Together, we are focused on driving sustainable growth while responding to consumer demand for high-quality reuseable vaping products."
Richard O'Doherty, Head of Sales & Head of Commercial at RELX International, added:
"We are delighted to be working with Chill Brands as our Primary Distribution Partner in the UK. Their proven strength in the independent convenience sector makes them ideal to bring RELX products to market. We have great confidence in the MaxGo range, which offers innovative, compliant, and reliable pod-based solutions designed to meet the needs of UK adult consumers. Together with Chill Brands, we look forward to expanding RELX's presence in the UK and delivering long-term value for retailers and consumers alike."
Following the announcement, Chill Brands’ share price rose 19% intraday on Monday, closing at 2.5 pence, up 0.4 pence.
Chill Brands Company Background
Chill Brands Group Plc is a UK-based consumer goods distributor focused on channel development for alternative tobacco and functional consumer products. In 2024, the company completed a governance restructuring and transitioned to a light-asset model. Its Chill Connect division provides retail distribution and fulfillment services for categories including e-cigarettes.
In response to the upcoming UK ban on disposable e-cigarettes, the company has ceased production of such products, shifting toward reusable devices and zero-nicotine e-liquids, while also optimizing brand compliance design. Despite remaining in a loss-making phase, Chill Brands has completed two funding rounds since 2024, raising a total of £3.4 million to support operations and global market expansion.
RELX Accelerates UK Market Expansion
Prior to entering into the distribution agreement with Chill Brands, RELX had already completed an acquisition in the UK. In June 2025, leading UK vape retailer Totally Wicked released several announcements disclosing major changes in its shareholding structure and board of directors. According to the filings, the company was acquired by Wittyace UK Holding, which secured at least a 75% stake and obtained effective control. (Related reading: UK Vape Retailer Totally Wicked Acquired, Controlling Shareholder Believed to Be Linked to RELX)
At the same time, Ms. Ying Wang and Mr. Chao Lu were appointed as new directors, while five original board members, including Fraser Cropper, stepped down on the same day. UK company registration records show that Wittyace UK Holding is registered in Cambridge and controlled by Chinese national Ying Wang. Based on the names and roles involved, it is widely believed that this acquisition is directly linked to the management of RELX Technology.
Founded in 2008, Totally Wicked was one of the earliest entrants into the UK vape retail market. The company currently operates over 150 stores nationwide as well as an e-commerce platform, making it a key player in the UK retail channel. According to financial statements, for the 12 months ending March 31, 2024, the company reported £118.1 million in revenue and £8.1 million in pre-tax profit, marking a record high.
