WHSmith is hoping to boost sales of electronic cigarettes (e-cigs) through its 600 high street stores with the roll-out of special Gamucci branded fixtures on or adjacent to existing tobacco gantries.

John Dunne, head of UK Sales at Gamucci, which offers a range of disposable and rechargeable products, said he was delighted to have secured the partnership.

“As electronic cigarettes move from niche to mass market category, we think the quality and consistency of our products will become increasingly important to retailers and consumers alike,” he said.

WHSmith High Street’s total sales were down 8% while like-for-like sales were down 7% in 14 weeks to 8 June 2013, the group’s interim management statement recently revealed.