It's a bitter failure for the American Juul Labs. The days go by and the setbacks follow one another, today we learn that only eight months after its establishment in Portugal, the famous American company is already packing its bags. Often presented as the world leader in e-cigarettes, Juul Labs says it is obliged to proceed to a " strategic review " for " assess global activity " and " redefine priorities ».
A HUGE EUROPEAN FLOP FOR THE AMERICAN GIANT JUUL!
8 months, it only took eight short months before the american start-up Juul Labs specializing in vaping does not pack its bags in Portugal. Arriving in October 2019 in the country, the e-cigarette leader across the Atlantic found itself in commercial failure in Portugal but also in the rest of Europe.
In a letter to customers, the company says " several changes in its structure and operations worldwide "And states that she was obliged to carry out a" strategic review " for " assess global activity " and " redefine priorities " In the end, the company Juul Labs therefore made the decision to " suspend commercial operations in Portugal indefinitely ».
In addition to Portugal, the startup has also chosen to leave other European markets, including Spain, Austria, Belgium, France and Israel.
If at first Juul Labs thought to impose itself in Europe, the company quickly became disillusioned in front of the imposed difficulties. Indeed, only 6 months after its implantation, the scenario changed, precipitating a radical decision. According to the people in charge of the brand, this is a step which has nothing to do with the way the company operated in the country and which does not highlight “ d
on the potential of the brand, on this vaping category or even on the industry ". For Juul Labs, it still seems to be a question of survival ...
« For us, as a team in Portugal, it's a very difficult decision “, Therefore underline the managers of the brand in the document sent to the points of sale where they are present. In the same message, they declare that this adventure, although short, will remain " a sense of pride for the work accomplished and for the goals we have achieved in such a short time ". Considering the value of the project and the team they have maintained here, officials of the US company in the country also point to the “ excellent results »Achieved in record time.
« This difficult decision was therefore necessary to position JUUL Labs International over the long term and ensure the financial sustainability of the company. "They also state in the same communication, thanking customers for their role in this relationship of" collaboration and trust ", who were " essential to make JUUL the leading and preferred consumer brand for this product in Portugal ».
