Inside Africa's First Flagship Boutique for Alternative to Cigarettes

Philip Morris South Africa (PMSA) has opened its first IQOS flagship store in Sandton City, adding to its current retail footprint of 11 kiosks in leading malls across Gauteng, Western Cape and Kwazulu-Natal.

The 160sqm store’s interior is minimalistic, fresh and draws cues from Scandinavian design and other IQOS flagship boutiques around the world like: London, Tokyo, Milan and Monaco to name a few. It’s a first for tobacco companies to set up retail stores and offer extraordinary customer experiences. We recently visited the Sandton City store for a first-hand experience.

IQOS is better alternative than cigarettes for adult smokers who would otherwise continue smoking. But what makes it a better alternative? IQOS heats real tobacco instead of liquids, and *emits 95% lower levels of harmful chemicals compared to cigarettes. While it provides tobacco taste satisfaction, it doesn’t produce cigarette smoke smell, second hand smoke or ash. IQOS is not risk free. It delivers nicotine which is addictive. Globally, over 7 million smokers across 47 countries have fully switched to IQOS.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.