Mirage Electronic Cigarettes


Company Overview

Mirage is a privately-owned electronic cigarette business operating in Sheffield since 2008. We supply all types of high-quality, UK-tested electronic cigarettes, liquids and accessories to customers across the country.

With a turnover of over £6m last year, we have 19 centrally-owned and franchised stores, and plans for many more.  As a founding member of the Electronic Cigarette Industry Trade Association (ECITA) we set the highest standards in the industry in terms of product and service quality.

Franchise Overview

We are a fast-expanding business in a growing marketplace with huge potential.  Since we started our retail expansion we have opened 5 centrally-owned stores in and around Sheffield with more planned and a network of 14 franchises helping us to develop across the country.

We are looking to meet enthusiastic and capable potential franchisees in new areas across the UK – primarily aimed at larger towns and cities, though re-sales may obviously be an opportunity in time. 


Key Information

  • Network Size: 11-25 units
  • Franchise Type: Opportunity for both management and job
  • Typical Start-up Cost: £30,000
  • Minimum Personal Investment: £5,000
  • Franchise Location: Retail unit
  • Market: B2C

To understand exactly what is, and what is not, included in this financial information, click here (opens in a new window).


Our initial week-long training programme is mainly on the job working in a number of our Sheffield-based stores, following a day of one-to-one training on a number of the key elements, requiring some pre-work from the attendee. Training includes:

  • E-cig market development
  • Legislation
  • Customers
  • Product ranges, features and benefits
  • Competition
  • Staff recruitment and training
  • Launch planning
  • Day-to-day operations


Daily Life of a Franchisee

A typical franchisee who chooses to work within the store will spend most of their time assuming the retail management role.  This will involve staff supervision and dealing directly with retail customers, ensuring the products are presented in the correct and most effective way.

Above and beyond that, the weekly routine will encompass other elements e.g. stock management, advertising and other promotion work and the other back office admin requirements.

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