The bankruptcy estate of the Eurobrands and Cigge stores has a new owner. The stock, websites and names are now in the hands of Patrik Grönberg, a former employee of Haypp Group and Snusbolaget.
"Now I'm working hard to find a way forward, and of course I see opportunities with the business," Patrik Grönberg tells Vejpkollen.
Eurobrands Distribution AB and their Cigge stores went bankrupt in mid-January 2025, with around 50 employees losing their jobs. All but two stores closed down and a massive online clearance sale began.
Coming from the snuff world
At the same time, the bankruptcy trustee was working to sell the estate as quickly as possible. Now it is clear that the buyer is called Patrik Grönberg. He is 32 years old, lives in Stockholm and, despite his youth, is not exactly new to the nicotine market. He has been working with snus, and later nicotine pouches, since 2013.
"I joined Snusbolaget in 2013. Then the company became part of the Haypp Group, where I have been working ever since. So I dare say I am somewhat familiar with the category of risk reduction and smokeless products in the nicotine market" he tells Vejpkollen.
Key stores in Sweden
Eurobrands distribution AB was one of Sweden's leading companies in vejpning and harm reduction for smokers. Through several different websites and physical stores, they sold not only e-liquid and disposable cigarettes, but also coils, pod systems, batteries and chargers for larger, more advanced e-cigarettes. The seven The cigarette shops were important parts of the parent company Harm Reduction Groups venture in Sweden and had thousands of vejp customers, not least locally.
No news about the shops
But what will happen in the future, Patrik Grönberg does not want to answer at the moment. He emphasises that he is only buying the bankruptcy estate including stock, and does not want to say anything concrete about the possible survival of the stores.
"No, I don't want to go into it too much at the moment. I'm doing a thorough analysis of the situation before I decide what can be done. It wouldn't be right to say too much at the moment, not for the company and not for the customers." he tells Vejpkollen.
Not in favour of buying the parent company
Eurobrand's parent company, the Norwegian/Swedish Harm Reduction Group AB, has also gone bankrupt, which happened just a few days after Eurobrand Distribution. However, this was not a business that Patrik Grönberg was as keen to take over.
"No, it's never been an option for me," he tells Vejpkollen.
