Paris – BIC, the French maker of disposable pens, razors and lighters, is betting on a surge in U.S. marijuana users to revive profit growth. The company sees this niche as a fast‑growing revenue driver.
BIC’s U.S. Marijuana Play
The company revived its classic “Flick my Bic” slogan and will push pocket lighters toward the expanding cannabis market. It hopes the familiar brand will cut through the crowded smoke‑shop landscape.
Chief executive Rob Versloot told analysts in Paris that U.S. marijuana adoption is outpacing the Netherlands, creating a sizable market to capture. He says the trend signals a clear growth runway for BIC.
Versloot, who joined BIC just over a year ago to reverse years of flat sales, said the brand is ready to exploit the opportunity. His turnaround mandate focuses on high‑margin lighter sales.
With marijuana legal for medical use in most states and recreational in more than 20, the landscape is ripe for product expansion. Regulators and consumers alike are aligning for broader acceptance.
BIC has long relied on big‑box retailers, but it now sees thousands of cannabis‑focused smoke shops as a new sales channel. The shift could add millions in incremental revenue.
Haven Cockerham, head of North America operations, estimates 15,000 to 20,000 such stores present a major opportunity. He says the network is primed for rapid rollout.
Lighters accounted for roughly a third of BIC’s sales in the first half, a segment that dipped as overall revenue fell 3.5% to just over €1 billion (about R18.5 billion). The decline underscores the need for a fresh growth vector.
AFP The report was filed by AFP.
