Supreme Becomes Master Distributor for ElfBar and Lost Mary

supreme distributor elfbar lost mary

Supreme, a prominent vaping company, has witnessed a five percent surge in its shares today after announcing its new role as the “master distributor” for leading UK e-cigarette brands. Despite reporting weak annual profits, Supreme has secured partnerships with ElfBar and Lost Mary, two renowned UK vaping brands. This development will enable Supreme to supply these brands to major UK retailers such as Tesco, Morrisons, and WHSmith Travel. The company foresees substantial revenue generation of £25m to £30m in the upcoming fiscal year, ending in March 2024. This article delves into the details of Supreme’s recent achievements and its future prospects within the vaping industry.

Supreme as the Master Distributor for ElfBar and Lost Mary

Supreme’s recent appointment as the master distributor for ElfBar and Lost Mary demonstrates its growing influence in the UK vaping market. By leveraging its technical expertise, regulatory knowledge, compliance capabilities, and commitment to quality assurance, Supreme has positioned itself as an ideal partner for retailers seeking reliable vape product suppliers. The company’s strong market presence, extensive distribution network, and compliance capabilities provide ElfBar and Lost Mary with a ready-made blueprint for effective distribution strategies.

Positive Response from Retailers

Supreme’s significant appointment as the master distributor has received a highly positive response from both established and new retailers. The retail industry views Supreme as a trusted partner capable of supplying high-quality vaping products across the UK. This positive reception underscores the confidence retailers have in Supreme’s ability to deliver exceptional products and meet market demands.

Separate Sales Reporting and Vaping Division Performance

Supreme intends to report the sales performance of ElfBar and Lost Mary separately from its existing vaping category, which includes the company’s own 88Vape brand. By adopting this approach, Supreme aims to provide greater transparency and focus on the specific contributions of these two leading UK vaping brands. This distinction allows for a more accurate assessment of each brand’s performance and provides valuable insights for future growth strategies.

Record Performance and Financial Growth

Supreme’s vaping division has achieved a record-breaking performance, reflecting a remarkable increase in revenues and gross profit. In the current fiscal year, revenues rose to £76.1m, nearly doubling the previous year’s figure of £43.6m. This substantial growth in revenue translated into an £8.6m increase in gross profit, elevating it to £28.1 million compared to the previous year’s £19.5 million. The impressive financial growth highlights Supreme’s ability to navigate the vaping industry and capitalize on market opportunities effectively.

Commitment to Expansion and Future Prospects

Looking ahead, Supreme remains dedicated to expanding its product portfolio, both organically and through strategic acquisitions. By continuously diversifying its offerings, Supreme aims to cater to evolving consumer preferences and maintain its position as a key player in the vaping market. The company’s commitment to future growth is evident in its increased investment in mergers and acquisitions (M&A) and capital expenditures, amounting to £7.5m in 2023. This investment serves as a foundation for supporting Supreme’s future expansion plans and achieving sustained success.


Supreme’s recent designation as the “master distributor” for top UK vaping brands ElfBar and Lost Mary marks a significant milestone for the company. Despite reporting weak annual profits, Supreme’s reputation, distribution network, and compliance capabilities have positioned it as a trustworthy partner for retailers seeking high-quality vape products. The company’s record-breaking performance in its vaping division, coupled with its commitment to expansion, underscores Supreme’s ability to navigate challenges and capitalize on market opportunities. As Supreme continues to grow and evolve, it aims to solidify its position as akey player in the vaping industry, catering to the ever-changing demands of consumers.

Matthew Ma