The firm behind one of the UK’s premium electronic cigarette brands is lighting up the Bromsgrove economy.
E-Lites, which claims celebrities Johnny Depp, Lindsay Lohan, Paris Hilton, Britney Spears, Leonardo Di Caprio, Kate Moss and Tom Petty as converts, has announced a major expansion with the help of Redditch property agents John Truslove.
Its parent company Zandera Ltd has taken the 12,548 sq ft Dixon Building in the town, an industrial and warehouse unit, on a five year lease.
E-cigarettes are branded as the most authentic tobacco alternative as they look, taste and feel just like smoking.
Smokers get the nicotine hit, but have no tar, tobacco, carbon monoxide, or the additional chemicals found in traditional cigarettes.
It is maintained that switching to E-Lites saves the average smoker 75 per cent, with the equivalent of a pack of 20 costing around £1.60 instead of £6.50.
John Truslove partner Ian Parker said: “Electronic cigarettes are proving an attractive alternative to the standard product.
“And as more and more models and actors are pictured using them the ordinary smoker is taking notice and trying them out too.
“It remains to be seen how big a market electronic cigarettes will capture but it is clear that Zandera has established a significant presence and is likely to continue to expand, good news for jobs.”
Part of the attraction is that electronic cigarettes provide a smoking alternative that can be used indoors as there is no danger of passive smoking.
The e-cig range, including 80 and 200 versions, utilises a G9 battery, providing a longer-life of up to 300 charges.
Based on a classic cigarette box design they come in regular, light and menthol.
The Dixon Building at 18 Buntsford Park Road, is a modern commercial/industrial development lying close to Bromsgrove town centre and with easy links to the motorway network.
Electronic cigarettes were originally developed in 2003 by Chinese inventor and smoker Hon Lik, after his father, another heavy smoker, had died from lung cancer.
Founded in 2007, E-Lites are now available in a number of countries. Zandera Ltd is both the manufacturer and global distributor.
