Rahman on LOGIC's Standouts

Published in Tobacco E-News

Altria alum outlines his decision to get into e-cigs and what he brings to table

By  Melissa Vonder Haar, Tobacco Editor

LOGIC electronic cigarettes

LIVINGSTON, N.J. -- LOGIC Technology's newest regional director is no stranger to the world of tobacco, but after 22 years with Altria Sales & Distribution, Raz Rahman is excited to join what he views as a segment with a lot of growth potential--the electronic cigarette segment.

"What mostly excites me is that [e-cigarettes are] a growth segment," he said in an interview with Tobacco E-News. "This is a product that consumers are very excited about; from a trade perspective, retailers are experiencing growth and they're experiencing some strong margins - LOGIC provides some of the highest margins amongst leading brands."

After attending LOGIC's recent electronic cigarette summit, Rahman said he was impressed by the strong predictions made by participating analysts and experts.

"Based on some of the growth we're seeing in the short-term, I think they're dead on," Rahman continued. "This is one of those categories that has every opportunity to be as big as the energy drinks segment."

With so many e-cigarettes on the market--and upcoming FDA deeming regulations likely to increase the competition--Rahman said product quality will be key to long-term success. As such, it's a big factor in why he's so confident about LOGIC's long-term potential.

"LOGIC, most importantly, has a great brand," he said. "Consumers have accepted it--and continue to accept it--really well. As a matter of fact, LOGIC is one point away from being the second largest electronic cigarette brand based on Nielsen and is rapidly expanding distribution.  That's the first thing that intrigued me about it."

He added, "I think LOGIC has positioned itself as a company to very proactively work through whatever requirements there may be for FDA regulations. I also like the fact that LOGIC has taken a very strong category management approach to help retailers capitalize on this opportunity [with e-cigarettes]. It makes LOGIC a very unique company."

Rahman brings plenty of unique attributes to his new company: having overseen a team of more than 80 sales managers and later serving as the director of trade relations at Altria, Raz has what he described as "pretty strong" relationship with the national retail and wholesale worlds and a firm grasp on retailers' needs in the tobacco category as a whole.

"I also have a strong understanding of how to develop infrastructure for a growing company," Rahman said, noting that infrastructure was "pretty much everything" at Altria. "I think that knowledge can help LOGIC as it's going through its growth stage right now. I think I can assist them." Raz can be reached at raz@logicecig.com.

LOGIC e-cigarettes are available in disposable and rechargeable versions and available at convenience stores nationwide as well as on the company's website.

Livingston, N.J.-based LOGIC is a leader in premium electronic cigarettes. It features technology that delivers a realistic smoking experience. Simulating the feeling and taste of a real cigarette, LOGIC provides a sensory experience that satisfies a smoker's addictive cravings for the nicotine, tobacco flavor, hand to mouth motion and vapor release, said the company.