Chill Brands’ Shares Rallied 18.8% on WHSmith Distribution Deal

The Chill Brands Group PLC (LON: CHLL) share price rallied 18.8% after announcing that it had signed a distribution agreement with WHSmith to have its products sold by the UK retailer operating 1,700 stores worldwide.

The company will sell its Chill ZERO products at 150 WHSmith stores before expanding the distribution agreement to other stores. The 150 initial stores are all located in high-traffic areas, including airports and other transport hubs such as Gatwick, Heathrow, and Kings Cross Station. 

The initial stores cover areas that experience foot traffic exceeding 500,000 passengers daily using various transport modes. Chill Brands also announced receiving orders worth over £350,000 since the UK launch of the Chill ZERO brand in August 2023. The orders received also came from 200 independent stores that stock Chill ZERO products. 

The Vaping Group and Phoenix 2 Retail, one of the UK's largest distributors of vaping products, facilitated the agreement between Chill Brands and WHSmith. The company still works with UK and US partners to expand its retail distribution networks. 

Chill Brands told investors it would issue further updates once it inks more distribution deals as it looks to have its products available throughout the country and worldwide. WHSmith is a leading retailer of travel essentials and convenience products. It has over 1,700 stores in over 30 countries.  

WHSmith sells a wide range of products, including food and beverages, digital accessories, printed media and other items, such as vapour products. 

Callum Sommerton, the Chill Brands’ CEO, said: “We are delighted that WHSmith will be the first major UK retailer to stock our Chill ZERO range of nicotine-free vapes. This deal will see our products go on sale in major transport hubs throughout the country, providing exposure to hundreds of thousands of potential customers every day.”

“This significant milestone marks the beginning of an exciting journey for the Company and is a clear sign of things to come. We are committed to further expanding our presence in the market, developing more strategic partnerships, and continuing to deliver innovative products to consumers seeking quality alternatives to tobacco and nicotine.”

Chill Brands share price. 

The Chill Brands share price rallied 18.81% to trade at 6.00p, from Friday’s closing price of 5.05p.