Imperial Tobacco opens vape shop in Toronto

The company plans to open more locations in cities across the country

Imperial Tobacco Canada is opening a new retail store in Toronto that offers adult consumers a full-range of vapour products, while a select portfolio of these vaping products will continue to be available at convenience stores.

“The opening of our first Vuse store in Canada is an important component of our harm reduction strategy and an integral part of our goal to reduce the health impact of our business by offering a greater choice of less risky products to adult consumers,” Ralf Wittenberg, president and CEO at Imperial Tobacco Canada, said in a release. 

The tobacco giant pointed to multiple studies and academic journals reaffirming the "less harmful nature of vaping products," adding many health groups, including Public Health England, have estimated that vaping products are" at least 95% less harmful than traditional cigarettes."

“We have come a long way but there is still significant progress to be made,” said Wittenberg. “Health Canada’s acknowledgment of vaping as a less harmful alternative to cigarettes is indicative of the shift we’re seeing around the world.  This global movement among public health authorities is still unknown to most smokers, and that is where our efforts must be placed: creating the necessary awareness among adult smokers to make the switch.”

The company stated that in order for vape products to "achieve their full potential, it will require the federal and provincial governments to implement a science and evidence-based regulatory framework – a framework that allows and supports the appropriate communication to adult smokers, ensures the availability of these products to adults who are looking for an alternative to cigarettes, and enforces the protection of youth from gaining access to these products."  

However, most provinces, as well as the federal government, are cracking down on vaping by introducing new rules and regulations that restrict advertising and the selling of vape products in environments frequented by youth. This has been particularly challenging for c-stores. The Convenience Industry Council of Canada argues that c-stores are not a major source for youth vaping and a flurry of new rules and regulations introduced in the last 18 months actually punish neighbourhood stores, while restricting choices for adult smokers who want to quit.  

“As technology advances and social attitudes towards reduced risk products change, we believe that embracing the principles of harm reduction can play a key role in helping Health Canada achieve its goal of reducing Canada’s smoking rate to less than five percent by 2035,” said Wittenberg.  “We are particularly proud to be opening this store during these difficult times. This one location has the potential to have a positive impact on thousands of smokers in Toronto, and we look forward to opening Vuse stores in other Canadian cities when and where regulations permit.”