Philip Morris USA parent company Altria will increase its electronic cigarette business by purchasing Green Smoke for USD 110 million (EUR 81.5 million), the company said.

Reached with Altria’s Nu Mark e-cigarette unit, the deal also includes as much as USD 20 million in incentive payments. “Adding Green Smoke’s significant e-vapor expertise and experience, along with its supply chain, product lines and curstomer service will complement Nu Mark’s capabilities and enhance its competitive position”, Altria said.
Green Smoke began selling e-vapor products in 2009. The company operates in the US and Israel and posted sales last year of USD 40 million. The transaction is expected to close in the second quarter, Altria said.