14. Scandinavian Business Awards 2026 Alternatives to traditional cigarettes are massively on the rise, and for those looking to transition from conventional tobacco products to items that are widely considered to be less harmful, e-cigarettes and vapes can be a big help. Specialising in these products, GEjSER ApS is a Danish, family-owned retailer that has grown to encompass more than 50 stores and over 170 members of staff across Denmark. For more on this market leader, we caught up with second-generation co-owner Jesper Andersen. When GEjSER opened the doors of its physical store in Aarhus more than a decade ago, it became the first retailer of its kind in the region, and in the process laid the foundation of what would grow into an e-cigarette and vaping accessory empire. With dozens of stores and close to 200 employees to its name, this family business was then passed down from the hands of its founder, Jens N. Andersen, to his three sons: Casper, Jesper, and Mads. Today, Casper and Jesper lead the business, whilst Mads remains an active owner. Despite this change of leadership, which occurred only last year, GEjSER remains as committed as ever to its core aims of compliance, consumer safety, and product quality. For example, it only sells to adult customers and places the utmost emphasis on responsible retail practices, underpinning its operation and the trusted products it sells with a knowledgeable service. Products are then packed and shipped 365 days a year, meaning that customers can access them reliably and conveniently, even on weekends or public holidays. Working at the forefront of a highly regulated industry such as this, Jesper and the team recognise the importance in leading by example, especially when it comes to areas such as safety, transparency, and following legislation. As Jesper explained: “Our brand has always stood for trust, professionalism, and a commitment to offering customers reliable products and knowledgeable guidance.” When the aim is as crucial as reducing the harm associated with tobacco consumption, ensuring these markers are ever present is key. “We prioritise education and service in our stores, ensuring that our staff are highly knowledgeable and able to guide customers responsibly.” As touched on above, a huge component of what sets GEjSER apart is its ability to align what it offers across its stores with the regulations of an industry that is always changing, not just in Denmark, but across Europe. Exploring the industry from a Scandinavian perspective in particular, it is clear to see how trends and legislation vary from country to country. For example, whereas Sweden permits the sale of e-liquids in a range of flavours (fruit, candy, beverages), Denmark allows only tobacco and menthol flavours to be sold. What this means is that the Danish market is driven less by shortterm trends and is more focused on compliance and responsibility. This certainly has its positives, with the lack of flavours undoubtedly meaning that less young people will take up vaping like they have done in other parts of Europe, but it does mean that companies like GEjSER must operate within strict legal frameworks, where the focus is on vaping and e-cigarettes as safer alternatives to traditional cigarettes, not as a ‘trend’ of sorts in their own right. Commenting on this, Jesper told us: “Some companies may see this highly regulated market as a challenge, but we view it from a different perspective. For brands such as ours, this environment rewards professionalism, responsibility, and long-term commitment.” With Jesper and the team here having invested a lot of time and effort to make sure that they more than meet all of the requirements laid out in legislation, compliance, and industry expertise, they are well positioned to continue to thrive across this sector. 2026 has already been a great example of the brand’s ongoing success, and in the first part of the year alone, it has already opened three new locations across Denmark, two of which can be found in Greater Copenhagen. Expansion remains a key part of the future plans for this responsible vaping retailer, which is also looking to remain one step ahead when it comes to the changes anticipated in regulation. Balancing expansion with operational excellence, strict compliance, and product quality, GEjSER remains a leader in this space. Named the Vape Retail Brand of the Year 2026 on the back of the strong and sustainable position it enjoys within one of the most challenging environments within the Scandinavian vaping industry, GEjSER ApS is more than fitting of its place in the Scandinavian Business Awards 2026. More on the brand can be found at the link below. Contact: Jesper Andersen Company: GEjSER ApS Web Address: https://www.gejser-ecigaret.dk/ Vape Retail Brand of the Year 2026
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