V4L is NOT a rebrand. They are an excellent company for quality of hardware and service, and some people really like their juices. (They have some juices that I cannot live without, and some that I don't like at all...probably like any vendor.)
The higher price may be due to the fact that they have a 45 day warranty (they really do stand behind their products), they have excellent products, but they are on the cutting edge of developing new, or improving existing ones. And they have a HUGE selection, in everything from colors of batteries, cartos and juices.
I got my first order from them on July 6th, (after researching for 2 months) and have been a regular customer ever since. I have branched out into other vendors for juice, but I am really, really glad that I started with V4L...and will continue with them for hardware, and keep trying new juices that they come out with.
They have sales constantly, several times a month (there is a 21% off sale right now, in fact), and I admit that I seldom order if there is not a sale going on...I have learned to plan ahead so I can wait for a sale.)
I am not a spokesperson for V4L, but just wanted to set the record straight (as I see it.) I think a lot of these other companies are riding on V4L's coattails (ie. benefiting from the investments that V4L makes in new developments, and then copying.) If you are comparing similar quality, you will find that V4L is excellent with price and superior in their warranty.
Different topic: Kudos to the OP for supporting your sister in switching from smoking to vaping! Best of luck to you both.