The IQOS Store opened in the Galerija Shopping Mall

The first IQOS Store in Southeast Europe has been opened in Belgrade, in the Galerija Shopping Mall, today.

Opening of the concept store in the most exclusive shopping zone in the capital marks the expansion of the accessibility and support network for all adult smokers wishing to obtain information about cigarette alternatives and switch to the heat-not-burn product category.

In addition to the existing locations across Serbia and the online store, now the accessibility map of less harmful alternatives includes the first IQOS Store in the region, covering nearly 180 square metres at the ground floor of the Galerija Shopping Mall. It will be open for adult visitors only, every day from 10 a.m. until 10 p.m.

The IQOS Store provides a unique user experience and information about the tobacco heating products produced or distributed in our market by Philip Morris International, the global leader in this product category.

Adults will have at disposal the IQOS device, the most popular and best-sold tobacco heating system, which has been present in the local market for four years already, as well as the lil SOLID 2.0 device, available as of this June. In addition to the devices, complementary equipment and accessories, visitors will enjoy user support and information about scientific findings and the tobacco heating technology in the Store’s educational zone.

The IQOS was launched in Japan in 2014, as a result of Philip Morris’ vision of building a smoke-free future. The IQOS is an electronic system which heats not burns especially designed non-combustible tobacco sticks at the temperature of up to 350º C, thus eliminating the burning process and the resulting tobacco smoke tar and ash.

So far, the IQOS has been launched in 67 markets, including Serbia among the first ones. Since the launch until the present day, more than 20 million smokers have started using the IQOS, whereas nearly 15 million have quit smoking cigarettes forever.

In cooperation with KT&G, Korea’s producer of the lil SOLID 2.0 device, which also heats tobacco, Philip Filip Morris has expanded the portfolio of alternative smoke-free products for adult smokers.

Since 2008, Philip Morris has invested USD 8.1 billion in research, development and commercialisation of smoke-free products.

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