UK Vape Retailer Totally Wicked Acquired by Chinese Investor

Totally Wicked, one of the UK’s oldest and largest family-owned vape retailers, has been acquired by Wittyace UK Holding, a business controlled by Chinese national Ying Wang and ultimately owned by Hong Kong-based Wittyace Hk Holding Limited. The financial terms of the deal have not been disclosed, but filings with the UK’s Companies House confirm that Wittyace now holds at least a 75% controlling stake in the Lancashire-based company.

The acquisition, effective May 31, 2025, has led to significant changes in the company’s board. Two new directors, Ying Wang and Chao Lu, have been appointed. Concurrently, five directors have resigned, including Fraser Cropper, the brother of the company’s founder, Jason Cropper. However, Marcus Saxton will continue to lead the company as its chief executive, ensuring continuity in its strategic vision. Saxton also serves as the chairman of the Independent British Vape Trade Association (IBVTA).

Speculation has arisen regarding the identities of the new directors, as their names, Ying Wang and Chao Lu, are identical to those of the founder, chairman, and CEO (Wang Ying) and the CFO (Lu Chao) of Chinese vaping giant RELX Technology. While the exact relationship between Wittyace and RELX has not been officially confirmed, the overlap has fueled industry discussion about potential strategic alignments.

The takeover comes at a pivotal time for the UK vaping market and follows a period of strong financial performance for Totally Wicked. For the 12 months ending March 31, 2024, the company reported a record pre-tax profit of £8.1 million, a significant increase from £3.3 million the previous year. Turnover also surged from £90.4 million to a new record of £118.1 million during the same period.

In a statement, Totally Wicked framed the deal as securing a new investor that positions the company for “significant growth across the UK and German markets.” This new investment arrives as the UK implements its ban on single-use disposable vapes, which began in June 2025. The company stated its management team will remain in place, “dedicated to maintaining our lead position within the market and driving innovative solutions for our customers.” The investment is seen as a testament to confidence in Totally Wicked’s robust business model as the industry adapts to a post-disposable vape landscape and focuses on reusable products.

Founded in 2008, Totally Wicked operates an online store and over 150 physical retail locations across the UK, establishing itself as a key player in the country’s vaping sector.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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