The company's purpose is the purchase, sale, promotion, and distribution of all types of devices and consumables related to the field of electronic cigarettes and vaping products. It also engages in import, export, and trade of all goods, notably food products, beverages, and consumer goods. The company may operate physical retail outlets as well as websites for the sale of its products. It may acquire, manage, and sell intellectual property rights and licenses of all kinds. In general, it may carry out all commercial or financial operations directly or indirectly related to its purpose, create branches or subsidiaries in Switzerland and abroad, and take stakes in other companies.