SOURCE: VMR Products

VMR Products

June 19, 2014 11:00 ET

Guru Mallur Joins VMR Products as Chief Technology Officer

Leading Electronic Cigarette Manufacturer Taps Travelocity's Director of Technology for the Role

MIAMI, FL--(Marketwired - Jun 19, 2014) -  VMR Products (, a global leader in electronic cigarettes and maker of V2®, the worldwide online leader in electronic cigarettes, today announced the appointment of Chief Technology Officer Guru Mallur. In his new role, Mallur will drive VMR's technology strategy as the company expands into new global markets and readies impressive new product lines for online and offline retail distribution.

Mallur brings more than 18 years of experience in software product development to VMR. He joins VMR from Travelocity, where he led various global technology teams for over 15 years, and was most recently the company's Director of Technology, a position he held since 2005. At Travelocity, Mallur built and led a team of 80 across three continents, while managing the global design, development and support of the company's proprietary products, applications, content services, and user interface framework.

"The addition of Guru puts the wheels in motion for a category-leading technology team," said Andries Verleur, CEO & Co-Founder of VMR Products. "As we continue to expand our distribution channels, geographic reach and manufacturing capabilities, a solid technology backbone and strategy is a must-have for success. Guru is exactly the right person to lead the effort in this hypercritical area."

In his role as CTO, Mallur will manage all aspects of VMR's software and hardware systems, which powers the company's capabilities in e-commerce, back office infrastructure, point-of-sale systems for retail initiatives, and the globalization of all VMR web properties.

"VMR is a pioneer in the electronic cigarette industry and one of the most exciting technology companies period," said Mallur. "We've widened the gap between our capabilities and other players and have established a true lead in the category. I look forward to enabling the next stage of VMR's success in this area and setting a new technological benchmark for the rest of the industry."

Mallur graduated from Bangalore University with a Bachelor of Science and received his masters in Applied Math & Computer Science from the University of Central Oklahoma.

VMR is a global leader in the electronic cigarette industry, with over six million monthly visitors to the company's websites, including, the company's flagship online store. V2 is America's No. 1 online retailer of electronic cigarettes. Vapor Couture, V2's sister brand, is a unique line of vapor cigarettes created just for women and is the first such line available either online or offline. VMR's brands lead the industry with ever-expanding product lines, powerful vapor production and great flavor.

For more information on VMR Products, please visit

For more information on V2 or Vapor Couture, visit or

About VMR Products

Founded in 2009, VMR Products LLC has quickly become a global leader in the electronic cigarette industry. Famous for the V2® brand of electronic cigarette products, VMR designs, manufactures, and supports an expanding catalog of products under a variety of recognized brand names. Headquartered in Miami, the company has a global presence with manufacturing, distribution and sales in more than 30 countries. VMR is the only vertically integrated electronic cigarette company, managing the entire product lifecycle to ensure the highest commitment to quality control and customer service. VMR is the world's largest volume online retailer of electronic cigarettes, with over six million monthly visitors to the company's websites, including the company's flagship online store.