January 31, 2023

E-Cig Startup Reportedly Seeking Partner

  • The e-cigarette company Juul reportedly is in talks with three big tobacco companies about its future.
  • The talks with giants like Philip Morris are aimed at securing a possible sale, strategic investment, or other deal, the Wall Street Journal reported.
  • Here’s a rundown of the company’s history, from its $38 billion valuation to legal settlements.

The e-cigarette maker is talking to some of the biggest names in the tobacco industry, including Altria, Philip Morris, and Japan Tobacco, about options for its future, the Wall Street Journal reported on Wednesday. 

The talks were in early stages and covered a range of potential options, ranging from an outright sale to one of the larger companies to licensing deals, distribution deals, or a strategic investment, the Journal reported.

Juul did not immediately respond to a request from Insider for comment.

Over the last several years, Juul has gone from a darling of Silicon Valley to a company beset by legal challenges. It also fell from a valuation of $38 billion in 2018 to just $1 billion last October, according to the Journal.

Scroll down to see Juul’s rise and decline:

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