A retailer has increased his e-cigarette sales tenfold by creating a dedicated vape shop in his store.

Jason Birks, who runs Moscis Convenience Store in Peterlee, County Durham, opened the “store within a store” three weeks ago and is selling a range of premium e-cigarettes and liquids.

“Traditionally my sales have come from tobacco, but with this market declining I see vape sales as the next step in securing the future of my store,” he said.

Mr Birks moved his magazine display and now has a two-metre bay of products with a separate till near the entrance to his store. He also runs a loyalty programme to highlight promotions and to offer regular customers discounts.

While he is stocking mainstream brands, such as Blu and Vype, he is concentrating his efforts on offering customers premium brands like Legends, Zap! and Aramax.

“This is just the start. I’m hoping sales will get better and better. It’s early days and because of the change in law I can’t advertise on social media, so I’m relying on word of mouth to attract customers,” he added.

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