It's a bitter failure for the American Juul Labs. The days follow and the setbacks are linked, 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 declares that it is obliged to proceed to a " strategic review " for " assess global activity "And" redefine priorities ».
8 months, it only took eight short months before the american start-up Juul Labs specializing in vaping only prepares his suitcases in Portugal. Arriving in October 2019 in the country, the leader of the e-cigarette across the Atlantic finds 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 declares that she was obliged to" 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 ».
Besides Portugal, the startup also chose 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 with the difficulties imposed. In fact, only 6 months after its establishment, the scenario has changed, precipitating a radical decision. According to brand officials, this is a step that has nothing to do with the way the business operated in the country and that does not highlight " dall about the brand's potential, this vaping category or even the industry ". For Juul Labs, this still seems to be a question of survival…
« For us, as a team in Portugal, it's a very difficult decision “, Therefore underline the brand managers 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 " Given the value of the project and the team they have maintained here, officials at the American company in the country also highlight 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 ».