Here's Lorillard's statement: http://www.lorillard.com/wp-content/uploads/2012/04/Q1-2012-Earnings-Release_FINAL.pdf
Acquisition of blu ecigs
Lorillard announced today that it has acquired all of the assets of blu ecigs, a U.S. electronic cigarette (e-cigarette)
company for $135 million in cash. The acquisition provides Lorillard with the leading brand, offering the best
consumer experience and unique social networking features, in the rapidly growing e-cigarette category.
blu ecigs is the best-selling e-cigarette brand, with the look and feel of traditional cigarettes without the tobacco
smoke, ash, or smell. blu ecigs is the market leader in providing innovative technology for an improved consumer
experience that enhances the enjoyment and social aspect of e-cigarettes. blu ecigs will be a separate operating
company of Lorillard and it is Lorillards intention to retain blu ecigs current management team and its
headquarters in Charlotte, NC.
blu ecigs are the perfect adjacency for us to participate in the smokeless market, but in a Lorillard way. That is,
ecigarettes offer many of the benefits of other smokeless products but do so in a way that is familiar and enjoyed by
current adult cigarette consumers, said Murray Kessler. We believe that blu will benefit from Lorillard tobacco
Company's regulatory experience and sales infrastructure which are needed for it, and the category, to reach its
potential in a responsible manner.