Panel discussion: Deep dive into retail - scaling, selling, and staying compliant
Retailing vape products is challenging with shifting regulations, consumer trends, and operational pressures. This panel gives retailers practical tools to grow revenue, protect margins, optimize merchandising, train staff, manage multi-store operations, and prevent loss. Panellists share real-world insights on product mix, marketing within compliance, and emerging trends, helping retailers stay agile, competitive, and profitable across the Middle East and global markets.
Session Speakers
With extensive expertise in the Vaping & E-Cigarette sector, Chris Kelly has excelled in senior sales roles spanning Insurance, Leisure, Retail, and Medical industries. Notably, he led the Specialist Retail division at JUUL Labs, shaping UK commercial strategy, and served as the National Sales Manager at British American Tobacco.
In October 2021, leveraging his industry network, he founded Phoenix 2 Retail to forge innovative paths beyond traditional brands. Chris, alongside his adept team and strong network connections, earned the Best New Entrepreneur award at the Tees Business Awards 2022, showcasing remarkable achievements and inspiring leadership for fellow industry enthusiasts. With his excellent reputation and being one of the most seasoned professionals within the industry, Chris aims to now embark into projects that will lead into government steering groups, thus helping to revolutionise the Vaping industry.
Warren Gell is Sales and Marketing Director at Flavour Warehouse, one of the UK’s leading FMCG manufacturers in the vaping sector. He is responsible for the company’s commercial strategy across B2B and B2C channels, overseeing international sales, brand and product marketing, trade marketing, and category development. His remit supports the business’s continued expansion across the UK, Europe, and the Middle East.
Warren brings more than two decades of experience in FMCG and premium consumer goods, having held senior commercial roles that span sales, marketing, product, and category. Throughout his career, he has built a strong track record in opening new routes to market, strengthening trade partnerships, and aligning commercial functions behind coherent growth and channel strategies.
Throughout his career, Warren has worked with well-known British manufacturers such as Made in Britain, Portmeirion Group, Dartington Crystal, and Wax Lyrical, where he helped broaden export channels and elevate the profile of British-made consumer products in international markets.
At Flavour Warehouse, Warren leads the integration of sales and marketing disciplines to build a more unified commercial framework, enhance retail execution, and develop category value across both domestic and export markets. He is recognised for his strategic approach to commercial operations and his ability to bridge FMCG sales and marketing to support sustainable international expansion.
Dr. Mohammed Mueen is the Founder & CEO of Haze Vape, leading market development, retail expansion, and strategic partnerships across the Middle East and North Africa (MENA). A pharmacist by education and entrepreneur by passion, he specializes in business strategy, distribution networks, brand growth, and scaling international consumer brands in emerging markets.
With extensive experience in the alternative nicotine industry, Dr. Mueen works at the intersection of innovation, commercial leadership, and responsible market development. He has represented the industry as a speaker at international events, including the Global Vape Forum at World Vape Show Dubai, sharing insights on market trends, harm reduction, and the future of regulated nicotine products.
Passionate about entrepreneurship, artificial intelligence, retail innovation, and global business, he is committed to building sustainable companies, developing high-performing teams, and creating long-term value through strategic partnerships and technology.
