Building and branding your vape business

Saturday 18th June 15:30 - 16:15

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Compliance, regulation, cost and how to connect with your consumer. Speakers outline their challenges, their ideology and solutions


  • John Dunne, Director General, UK Vaping Industry Association (UKVIA) and Managing Director, Dyflin Group Consulting


  • Lee Bryan, Managing Director, Arcus Consulting Limited
  • Omar Fdawi, CEO, Xtra
  • Henna Ozhukayil, Connectivity & Products - Trade Facilitation Services, Team Leader - MoIAT (ESMA) Programs, SGS
  • Sam Parsons, Vaping Bogan


John Dunne

Director General

UK Vaping Industry Association (UKVIA)

John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.

John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.

Lee Bryan

Managing Director

Arcus Consulting Limited

Lee has been involved in the vape industry since 2013, working in manufacturing, franchised retail and regulatory compliance. Lee sits on the board of the UKVIA and developed the CORE compliance methodology that many brands use as their base level compliance plan. He started Arcus Compliance in 2017 and now represents many of the largest brands in the industry.

Omar Fdawi


Xtra Disposable Vape

Omar is the owner of several vape businesses and brands – originally established in the USA. In the late 2016, he began to actively explore ways to make vaping more accessible to smokers and to provide a product that was easy to understand and use as a safer alternative to combustible tobacco.

In late 2019, XTRA was developed and launched in the USA and rapidly became one of the top 10 disposable brands in the market with the launch of the original 1500 puffs. Quickly, more flavors have been introduced and various forms of devices were also launched, including the award winning 800 Puffs MINI – which won best disposable vape device in last years Vaporound Awards 2021 held in Dubai.

With confidence in the rapidly expanding sector and the brand, XTRA ventured into the Middle East market in late 2020 with the UAE being the launch pad for XTRA range regionally

Between 2020 and 2022, several new devices have been launched to cater to specific segments of the market. These include:

  • Original 1500 Puffs
  • Rechargeable/Refillable 1500 puffs
  • Mini 800 Puffs
  • Twist 1500 puffs with airflow control
  • MAX 2500 puffs
  • Voltage 1500 puffs with voltage control
  • And recently the Flow 5500 puffs rechargeable

In 2021/2022, Key milestones included:

  • Officially registering the Xtra brand in the UAE
  • Obtaining ESMA certification for the Mini and Rechargeable – other variants are currently in the works
  • Launching the Xtra Salts range for its Rechargeable/refillable device
  • Expanding registrations into adjacent markets including: Kuwait, Lebanon, Jordan, Egypt, Saudi Arabia, etc
  • Finalizing TPD requirements for EU market entry and FDA Submissions

Today, XTRA disposables are recognized as one of the top 5 brands in the MENA market and available in over 20 markets regionally, 50+ markets globally - with millions of devices sold. Xtra Disposable devices can also be found in Licensed Vape Shops, Duty Free, Tobacconists and convenience stores/gas stations

In addition to XTRA, Omar is also owner of several independent vape shops in Arizona, Owner of Vape Mastering Distribution (UAE), G&Fire Distribution (USA) and the Kief Vapor Disposable Brand. He is a firm advocate of harm reduction and holds a high emphasis on quality ingredients, product R&D and overall QC.

Omar is currently based in UAE, Dubai

Henna Ozhukayil

Connectivity & Products - Trade Facilitation Services, Team Leader - MoIAT (ESMA) programs


Henna is a qualified chemical product specialist at SGS Gulf Limited with a professional work experience of 8 years working in the field of Regulatory Affairs of various chemical portfolios.

She is competent in handling conformity assessment in line with UAE federal Authority (MOIAT) regulation for various chemical products like Tobacco, Electronic cigarettes, Petroleum, Paints, Cosmetics, etc. and she is also a technical expert on product standards, product classification, certification & import eligibility.

She is a lead Auditor for ISO 9001 and internal auditor for ISO 17065, ISO 17020.

Sam Parsons

Vaping Bogan


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