Safe Cig went radio silent around January 28th when its site went down and no one seemed to know why (though we have our suspicions). Even the Safe Cig Twitter feed hosts its last tweet from January 22nd. The absence has come at a bit of a shock. Still, that hasn’t prevented e-cig company V2 making a play for Safe Cig customers. The two primary suspicions: buyout or bust.
The Safe Cig is one of the bigger electronic cigarette vendors, but word is that they’ve been having trouble. Their brand (use of the word safe) made them a prime target for arguments that e-cig companies were making inappropriate harm related claims. Although the science is rapidly proving electronic cigarettes to be a far healthier alternative to smoking, Safe was probably considering a change in brand soon to alleviate these issues.
In the absence of detailed information, most of this article is conjecture, rumor mongering, and out-right best guessing on the part of the writer. We know this, but it’s still worth thinking about.
At the same time, rumors are flying that Safe was having inventory and distribution issues. Customers were dropping off because they weren’t getting their orders. They wouldn’t be the first company to experience issues with supplies. E-cig company Stog was forced to retool not too long ago for similar issues with suppliers. Some suggest this could mean the company is going bust, having failed to retain enough customers to stay afloat.
A member of Ecig Advanced’s team reached out to Safe’s owner, Robert Deak, but was told no information could be shared citing that team member’s involvement with another e-cig company. Sounds like Safe might not be going anywhere, but we could be wrong. This could suggest that the company is retooling and relaunching as a new brand or is being purchased (which seems more likely).
The writer has a more complicated guess. A pharmaceuticals company might be looking for a way to break into the electronic cigarette market on the cessation side of the market. A company like Pfizer or Glaxosmithkline has the money to do clinical trials and research into the damage of their products and sell them as the safest option on the market. The Safe Cig could be the perfect brand for such an endeavor. If this is the case, the products and employees of the company don’t matter at all compared to simply owning the brand.
Studies are showing electronic cigarettes could be the strongest cessation option on the market once organizations like the FDA feel they have enough proof to allow them to be marketed as such. Give it a year or so and we could see Pfizer’s Safe Cig offering clean delivery of nicotine, 25% enduring cessation rate, and a 200% mark up from other e-cigs on the market.
And you know what? There are people out there that will pay it.