NJOY Files for Bankruptcy

The e-cigarette manufacturer files for relief under Chapter 11 after its Kings 2.0 fails to perform.

NJOY Inc., the electronic cigarette manufacturer, filed a voluntary petition for relief under Chapter 11 of the United States Bankruptcy Code late Friday, Sept. 16, in Delaware.

The failure of NJOY’s Kings 2.0 device was behind the bankruptcy filing, according to Law360, which pointed to court filings in which NJOY President Jeffrey Weiss noted that NJOY sustained significant losses after it rolled out Kings 2.0, which was an updated version of its Kings disposable e-cigarette. Kings 2.0 rolled out near the end of 2013, but the product did not perform as expected.

The Debtor’s case was assigned case no. 16-12076 and is pending before the Honorable Christopher Sontchi in the U.S. Bankruptcy Court for the District of Delaware. The hearing is set for Sept. 20 at 9:30 a.m. EST.


#1 Kevin on 09.20.16 at 10:02 AM

Wow – I am sure glad I made the decision to eliminate their product a couple of years ago. They no longer took product back right after that. They sure owe folks a lot of money with no product to really sell.

#2 Charley on 09.20.16 at 3:53 PM

Interesting. Saw a NY Post article that said the money owed was over $230 million. The investors never did their due diligence. Tried the product and it was honestly very bad. Interesting advertising “cigarettes you met your match” always made me chuckle. Like smoking was going to go away.

#3 Ohio retailer on 09.29.16 at 1:11 AM

Sure glad we discontinued that product sometime ago.

#4 Copenhagen Charley on 01.12.17 at 7:33 PM

Pretty bad product. Tried it and it ripped my throat apart.
Sad to see this industry lose traction.

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