Croydon Retailer Manages Vape and Alcohol Sales Challenges

Freshfields Market, a Croydon-based independent retailer, faces ongoing challenges in managing age-restricted product sales, particularly with vapes and alcohol, amid evolving regulations and local market conditions. Owned by Benedict “Ben” Selvaratnam, the store handles a complex environment characterized by regulatory shifts and community safety concerns.

Vape Regulations and Supply Chain Challenges

The store’s location in south London’s Croydon places it amid several vape retailers, creating competition and customer confusion. Ben noted that some customers enter the store requesting duty-free cigarettes, reflecting broader market pressures. “There’s about four or five vape shops surviving around us and no one knows how,” he said, highlighting the prevalence of alternative selling methods in the area.

Keeping up with changing regulations has become a significant hurdle. Upcoming vape rule changes, including plain packaging requirements, add complexity to inventory management. “Everyone expanded their range to accommodate all the new flavour types, and now we’re being told that the category’s going to be impacted further,” Ben explained. To mitigate risks, the store now sources vapes from a single supplier, prioritizing regulatory compliance over competitive pricing. The financial system for tobacco products has shifted dramatically, with certain cigarette packs reaching the £20 mark, exacerbating the pressure to compete with low-cost alternatives. This pricing dynamic shows the challenges retailers face in balancing affordability with regulatory adherence.

Alcohol Sales and Community Safety

Alcohol sales present distinct challenges, including street drinking and underage access. Ben described frequent behavioral issues linked to town center environments. “We have a big street drinking problem and also with underage drinkers,” he said, emphasizing the need for proactive measures. The store enforces the Challenge 25 policy, requiring ID checks for all alcohol purchases, which Ben says has improved staff confidence and customer awareness.

Reputation and Regulatory Consistency

For Freshfields Market, maintaining community trust is critical. “The biggest risk for us is losing the trust and reputation we’ve built in the community,” Ben stated. A single lapse in judgment could jeopardize relationships with local authorities and the Croydon Business Association, which Ben co-founded. While Trading Standards enforcement is inconsistent, the store proactively collaborates with the council to uphold standards.

Ben expressed frustration with regulatory inconsistencies, arguing that unclear guidelines disadvantage responsible retailers. “These vape shops are just going to continue doing what they do,” he said, pointing to duty-free cigarette sales and grey market practices. With inflation and cost-of-living pressures, consumers gravitate toward cheaper alternatives, even if obtained through informal channels. “They can just walk into a shop and buy it,” he added, highlighting the challenge of competing with unregulated sellers. The economic climate has intensified this issue, as consumers seek 75% savings by patronizing establishments offering illicit products, bypassing traditional purchasing risks like street vendors or private transactions. This shift reflects a broader trend where affordability drives consumer behavior, complicating compliance efforts for ethical retailers.

The store’s commitment to compliance, however, reflects a broader effort to balance profitability with public safety. Ben acknowledged that while new rules are necessary, a more consistent system would better support ethical retailers. For now, Freshfields Market remains focused on educating staff and customers, ensuring that every transaction aligns with both legal requirements and community expectations.

It is a delicate equilibrium, one that requires constant vigilance and adaptation as regulations evolve and consumer behaviors shift. Ben emphasized that the store’s long-term viability depends on maintaining this balance without compromising on safety or integrity. The ongoing dialogue with local authorities and community groups ensures that Freshfields Market stays ahead of potential issues before they escalate into larger problems. It is a sign of their dedication to operating responsibly in a challenging environment.