PREMIUM E-CIGARETTE BRAND LAUNCHES IN EGYPT WITH ITS FIRST EVER STORE IN MALL OF ARABIA CAIRO
RELX International, a premium and responsible brand at the forefront of the e-cigarette evolution has made its debut in Egypt in February 2023.
RELX International will be one of the first legal e-cigarette brands to launch in the country since the decision was made – and the brand also opened its first ever stand-alone store in Egypt’s largest mall, Mall of Arabia, Cairo.
Founded in 2019, the globally renowned e-cigarette brand is already available in the United Kingdom, Spain, Italy, Germany, France, Morocco, United Arab Emirates, Kingdom of Saudi Arabia, and Kuwait among others.
The brand’s cutting-edge line of products available in Egypt could not have come at a better time. Last year, a decision was made by Egyptian authorities to allow the legal import and commercialization of e-cigarette products in the country. The lifting of the ban highlights the Egyptian authorities’ progressive approach towards better alternatives to combustible cigarettes and has set the stage for the creation of a regulated market rich with business opportunities, through curbing the illegal trade in such products, while encouraging companies to invest in commercializing high-quality and compliant products that abide by relevant authorities’ stringent checklist for market entry.
What sets RELX International apart from other e-cigarette brands is its innovation, design, and quality – all of which is underpinned with a strong ethical stance. Committed to a world without cigarettes, RELX International conducts its business with integrity, working with its partners to ensure its goods are strictly designed and marketed for adult smokers only.
The launch of RELX products means offering better alternatives from a reputed brand that are reliable, built to a high standard, offer a great customer experience as well as a variety of premium flavours to adult smokers in the country.
RELX International products are designed at a cutting-edge research and development centre with extremely stringent inspection and rigorous quality control processes, including 195 quality checks, which go far and beyond EU standards. It truly understands the needs of its adult consumers, and the products are designed to provide them with exceptional alternatives of the highest quality and the most satisfying user experience possible.
Furthermore, the company strictly forbids recommending, marketing, or selling e-cigarettes to both non-smokers and underage consumers and has numerous initiatives in place to promote youth prevention agendas among stakeholders, commercial and business partners. This falls under RELX International’s pioneering ‘Guardian Program’, which is a company-wide initiative that stretches from product design all the way to sales and marketing. RELX International supports effective legislation and regulation to prevent the purchase and use of our products by minors.
Robert Naouss, External Affairs Director – MENA & Europe said: “As a globally-trusted brand, RELX International prides itself on technological innovation and corporate responsibility and is committed to reducing illicit cigarette consumption through educational programs and our pioneering ‘Golden Shield’ initiative. Here, we look forward to working closely with Egyptian authorities to eradicate black-market and non-compliant products in favour of those that undergo stringent quality control and which are designed with only adult smokers and vapers in mind.
“After thoughtful assessment of our product portfolio, we are excited to be one of the first, legal e-cigarette brands to launch a series of premium, compliant, and high-quality e-cigarette products to provide adult smokers in Egypt with a better alternative at last.”
Further statistics and worldwide data is pointing towards the potential of e-cigarettes in seeing around 1.6 million premature deaths avoided and 20.8 million quality adjusted years of life saved in the United States alone. 
Furthermore, in the U.S., the Food and Drug Administration (FDA) developed a pathway to properly regulate non-combustible forms of nicotine delivery like e-cigarettes, coupled with progressive stances and scientific claims by prominent health bodies such as the UK’s Public Health England that e-cigarettes are 95% less harmful to health than cigarettes. 
In the UK, the government is proactively seeking to support consumers in stopping smoking and adopting the use of less harmful nicotine products.
With a robust product offering of devices and pods, RELX International’s products are based around a consumer-centric design, plus a wide flavour pool for different regional preferences, based on market insights.
Enjoyed by over 22 million users around the world, RELX’s Pod Pro’s are the perfect companion for RELX’s Artisan, Infinity and Essential ranges. Offering rich flavours and a smooth taste, RELX has a variety of flavours, including Mixed Berries, Grape, Double Apple and Tobacco. RELX International will also be releasing new seasonal flavours developed on a regular basis.
There will be a range of products available in Egypt from February 2023, with further products being rolled out in the subsequent weeks:
The brand’s hero product, it comes with wireless charging and clicks into place with a built-in pogo pin all without wires. Its charging case slips easily into pockets (it is just 15mm in width) and delivers up to two to three full charges with its dual system in just 45 minutes time. With approximately 600 puffs per pod with 1.9ml e-liquid capacity, it is empowered by the proprietary Super Smooth™ System, with five performance indexes and two original technologies.
Engineered to improve a variety of aspects of the vaping experience such as sufficient amounts of vapour, comfortable temperature, optimal mouthfeel and sensitive activation, it is also bolstered with metallic seals, maze-like leak traps, silicone layers and 11 structural layers in total to help prevent e-liquid leakages and condensation.
RELX Artisan, the epitome of true craftsmanship that lasts. Made with prized European leather, Artisan features a unique battery indicator and smart-pace alert, providing a Super Smooth™ System experience. With leak-resistant technology and fast charging in just 45 minutes, Artisan is available in Robin Blue, Indigo Denim, and Polo Stripe.
Experience smoothness at an affordable price with the RELX Essential. With a curved mouthpiece for comfort, leak-resistant technology, and fast charging in just 40 minutes via USB-C, Essential delivers reliable power and a Super Smooth™ System experience. Available in Black, White, and Blue.
RELX International’s devices will be available at its store in Mall of Arabia, Cairo as well as selected retail outlets across Egypt. The full range of RELX International’s product will be sold here including the RELX Infinity device, RELX Artisan, RELX essential, the RELX Pod Pro and disposable devices. It will also come in classic and new rich authentic flavours, including Mixed Berries, Watermelon, Lush Tobacco, Black Currant and more.
For more information visit www.relxnow.com
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