BOULDER, Colo. -- Smoker Friendly International is seeking to electrify the electronic cigarette market by bringing its private label Smoker Friendly Premium Brand Electronic Cigarette line to other retailers and distributors across the country.

The move marks the first time the Colorado-based tobacco store retailer has extended a private label product line outside of its licensee network. The private label electronic cigarette is beginning to pop up in convenience stores, grocery stores, large retail locations and select distributors with a retail price point as low as $6.99.

"We thought the timing was right to expand our brand through other retail chains and distributors. We know there's a pent-up demand for an established company to take a leadership position in this relatively new category," explained Terry Gallagher Jr., president of Smoker Friendly International. "We've heard this from our distributor and retailer industry friends time and again. There are way too many start-ups and opportunistic marketing companies selling foreign-made electronic cigarettes and it’s gotten very confusing for category buyers."

Smoker Friendly tapped Freedom Smokeless, a U.S. based manufacturer of e-cigarettes and nicotine e-liquid, to manufacture its electronic cigarette line that debuted in 2009.

"We liked the quality of their products, service and support, and were relieved to know the e-liquid is made here in America; that the e-liquid is batch tested in an [Food and Drug Administration] registered lab; and that cartridges are filled here thanks to some high-tech automation," added Mary Szarmach, Smoker Friendly's vice president of sales and marketing. "Our goal is to have the Smoker Friendly brand of electronic cigarettes become a household name."