The electronic cigarette, a windfall for this family

E-Liquide-FR is a family firm that keeps on growing. Its core business is the electronic cigarette. Founded in 2009, it became a pioneer of the market. A look behind the scenes of this success story.

A family affair

In 2009, Denis Goldrajch decided to launch his electronic cigarette business. He took his wife, Christel Mary, along on the venture. The bet was far from won at that point, since the vaping market was still little known in France.

Denis and Chrystel had to build everything, from product safety to e-liquid distribution, sales methods and techniques, and the rest. Very little was genuinely standardised on that very young market. Dependable and reassuring, E-Liquide-FR won customers over, so much so that the company began to grow steadily. Some time later, the founder’s son, Julien Goldrajch, joined the pair at the head of the business.

From European e-liquids to guaranteed French manufacture

In the early 2010s, most e-liquids were made in China. The couple were the very first to offer their customers European e-liquids. More closely regulated, and better controlled too, these quickly appealed to vaping enthusiasts and to the more curious.

Denis wanted to go further, however, by favouring French manufacture. The couple therefore ended their contracts with European firms in order to concentrate on French know-how. The gamble paid off, allowing them not only to expand the range available in France but also to make the company the leading seller of vaping products in the country.

Technology above all

E-Liquide-FR owes its success to highly refined working methods supported by new technologies. Its near-zero error rate is due in particular to the use of connected devices at every stage of order preparation.

The company also pursues excellence and variety by choosing products that are consistently innovative and certified by AFNOR, the French standards body.