Stuart Vaughn is Head of Branded Sales at EDGE, bringing with him a wealth of experience from many years working within the vaping industry. After returning to the EDGE brand in late 2024, Stuart has played a pivotal role in driving the next phase of growth for the business.

Since rejoining, he has spearheaded the expansion of our nicotine pouch range and the continued development of our nicotine salts line, EDGE Liq. His strategic approach and deep understanding of the market have helped position these ranges for strong national growth.

Stuart specialises in mass distribution, channel strategy, and building national account partnerships. His expertise in navigating large-scale retail environments has been instrumental in expanding the reach of the EDGE brand across the UK.

Beyond sales, Stuart has also played a key role in refining the EDGE brand and strengthening the teams behind it. He has been instrumental in developing and aligning our operational, sales, and marketing functions, ensuring the business is set up for sustainable, long-term success.

Chris Carr is Director of Sales at EDGE and one of the original driving forces behind the brand’s success. With a deep-rooted history in the business dating back over a decade, Chris played a key role in shaping the EDGE vaping range and establishing its position in the market.

Chris keeps a close eye on the commercial performance of the business, ensuring that growth is both strategic and sustainable. His analytical approach, combined with extensive industry knowledge, allows him to identify opportunities and guide the business with confidence.

Chris has also been instrumental in building and maintaining long-term relationships with major supermarket chains and national retailers. His experience in large-scale retail and distribution has helped secure EDGE’s presence across key channels, supporting the brand’s continued expansion.

A cornerstone of the EDGE team, Chris combines commercial insight with a deep understanding of the industry, helping to drive the business forward while staying true to the foundations it was built on.

James brings close to a decade of experience within the next-generation nicotine industry, with a particular expertise in nicotine pouches and vaping products. He began his career successfully managing vape shops across the UK, giving him first-hand insight into what drives sales, customer behaviour, and category growth at retail level.

As B2B Ecommerce Manager, James oversees the day-to-day operations of the EDGE Trade platform and is the primary point of contact for all EDGE Trade customers. Since joining the team in May 2025—having previously worked within the business in another role—he brings both deep industry knowledge and a strong understanding of the EDGE brand and its customers.

James supports businesses at every stage of their journey, from getting set up on the EDGE Trade platform to ongoing account management. Whether it’s offering tailored recommendations, sharing customer insights, or identifying opportunities to increase profit margins, James is always on hand to provide clear, actionable guidance.

Rachel brings over a decade of experience in sales, with a strong track record of building and managing long-term client relationships across a variety of sectors.

Alongside her work with EDGE Trade, Rachel plays an integral role in delivering and project managing stop smoking programmes in partnership with councils across the UK. She also oversees several of our larger national accounts, ensuring consistent service, strong communication, and long-term success for our partners.

Within the EDGE Trade team, Rachel’s primary focus is managing national accounts, where her experience and attention to detail help support some of our most important customers. She also works closely with James to support the day-to-day running of EDGE Trade operations, helping to maintain the high standards our customers expect.