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About Us

Shade e-Vaping was born of frustration. Frustration of trying to find a company that could explain what was what, how e-cigs worked and then a online store than enabled us to easily find the items I needed and purchase them items. Our intention, right from the start, was to build an online store where even the ‘new comer’ could log in and have the ability to order what was needed to get them vaping.

Shade e-Vaping started trading in September 2013 and is alreadyone of the biggest suppliers of e-cigarettes and e-liquid in the West Midlands. Our goal from the offset was to create a companythat enable people to vape with ease, to have somewhere they could come to learn what vaping was and how it worked. We believe our Facebook page does this. We make ourselves available to our customers when they need us.

The hard work, dedication and enthusiasm of the Shade e-Vaping team has enabled us to very quickly become one of the market leaders in the West Midlands. Our commitment to our Customers is rivaled by no one. We pride ourselves on our Customer Service and we will continue to raise the bar and ensure that all of our customers enjoy their initial shopping experience and then our ongoing support. Our helpful team will go the extra mile to ensure that our customers are provided with appropriate and reliable products, support and information. We offerseveral means for our customers to get in touch and contact us: through contacting our team on 0121 782 7033 Monday -Saturday 09.00 - 20.30 and Sunday 10.00 - 17.00, via our Facebook Page and by e-mailing us at and we hope to very quickly have several retail shops where our staff will be trained to a level to ensure you will have an enjoyable experience shopping with us.

At Shade e-Vaping we hold a full stock of everything we advertise and we have also invested heavily in our own range of UK blended, Premium e-liquids. We have continued to re-invest into the company to ensure we can offer our legendary ‘Same Day Delivery’ to Birmingham and surrounding areas and we and always looking at ways of increasing the boundaries so we can offer this service to work people. 

The market for e-liquid is growing rapidly as the immense positive potential for electronic cigarettes is starting to be more widely understood. This growth has produced a rush to find e-liquid, often from whatever source can provide, irrespective of the quality or indeed an understanding of the constituent ingredients. Shade e-Vaping NEVER sources fluid unless we have assured ourselves we are content with the safety and quality. We build long-term relationships, we do not flit from supplier to supplier and we demand and assure both quality and consistency by working closely with all our suppliers and building strong inter-dependent relationships that build further the assurance of quality.

We stock a significant range of both electronic cigarettes and vaporising devices as well as a range of e-liquid, which is framed around our two offerings of liquid. Our Economy Range and our Premium Range. Unlike most electronic cigarette companies, we have never allowed our fluids to be seen as a simple ‘commodity’ product used to sell our products. Quite the contrary, we place our fluids at the centre of our company’s business model. When the retail outlets launch in this coming year they will also have a ‘Blending Bar’ where our valued customers can mix their own flavours.

We are a company that truly values some basic principles of integrity and honesty. This drives how we treat our customers and our employees. If we get our service wrong, it is because we have made a mistake and we want to know when this occurs so we can correct and build greater resilience and service quality into our businesses. For that reason we encourage all our customers to give us feedback through our Facebook Page. 

Vaping and the products we and other vendors sell are transforming the centuries old habit of millions. We intend to be here supporting our customers and fighting for the rights of Vapers internationally whenever rights and freedom of choice are threatened. It is in these matters that our principles are again called to action. We will never allow for our commercial interests to override our basic responsibilities to do the right thing for our customers. This is how we hold ourselves to account each and every day.

Thank you for visiting our site. There are many company that sell electronic cigarettes and e-liquid, but there is only one that will treat the customer as they should be and deserve to be and that’s Shade e-Vaping

Company Mission

TO STRIVE to be the best is customer care, service, quality and offer the BEST VALUE for money available.