[2Firsts Express] June 26 - According to public records from the UK government website GOV.UK reviewed by 2Firsts, Totally Wicked, a leading UK e-cigarette retailer, has successively issued nine announcements disclosing significant changes in its equity structure and senior management. Foreign media reports indicate that Totally Wicked has been successfully acquired by a Chinese investor.
The announcements reveal that the acquirer is Wittyace UK Holding, which has now become the controlling entity of Totally Wicked with a shareholding of no less than 75%, granting it significant control. The company has concurrently appointed Ms. Ying Wang and Mr. Chao Lu as directors, with both appointments effective from May 31, 2025. Simultaneously, five former directors—Fraser Cropper, Julian Urry, Liam Humberstone, Ben Williamson, and Stuart Mercer—officially stepped down on the same date.
The announcement shows the appointment of Ms. Ying Wang as director | Image source: GOV.UK
The information further shows that Wittyace UK Holding is registered in Cambridge and is controlled by Chinese national Ying Wang.
Judging from the transliteration of their names and related information disclosure, the identities of Ms. Ying Wang and Mr. Chao Lu have certain overlaps with those of Ms. Wang Ying, the founder, chairman and CEO of RLX Technology, and Mr. Lu Chao, the company's CFO.
Totally Wicked will continue to be led by CEO Marcus Saxton. He also serves as the chairman of the Independent Electronic Cigarette Trade Association (IBVTA). 2Firsts once interviewed him, in which he shared his insights on the current situation of the British electronic cigarette industry, market structure, regulatory risks and future development challenges.
About Totally Wicked
According to 2Firsts, Totally Wicked's official website claims to be "the first and best e-cigarette store in the UK". As early as 2008, when e-cigarettes were just emerging, Totally Wicked took the lead in entering the e-cigarette business. Today, it not only operates an online mall, but also has more than 150 offline stores on high streets across the UK.
According to 2Firsts, Totally Wicked achieved a pre-tax profit of 8.1 million pounds in the 12 months ending March 31, 2024, a significant increase from 3.3 million pounds in the previous fiscal year; during the same period, its turnover also jumped from 90.4 million pounds to 118.1 million pounds, setting a new revenue record. In the year ending March 31, 2022, its turnover was only 54.4 million pounds.
It is worth noting that this set of financial report data was submitted later than the regulatory policy announced by the British government in October 2024-from June 2025, England and Wales will completely ban the sale of disposable e-cigarettes.（More reading：Totally Wicked: Profit Surges Amid British E-cigarette Regulations）
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