Get to Know Céline, Our International Commercial Manager at Northerner UK
Discover how Céline helps Northerner UK deliver the best products and experiences—from building strong partnerships to spotting the trends customers love—inside our latest interview in our Expert Insights series.
Role: International Commercial Manager UK
Professional Experience: She has experience within the Retail Industry as a Project Manager, Loyalty Manager and Online Merchandiser.
Time at Northerner: 1 1/2 years
Fun fact: She has played basketball for many years, but picked it up again and now plays in a women’s league in London!
Quick 5 with Céline
1. How do you decide which brands or products Northerner UK works with — and what does that mean for customers browsing our site?
“We work closely across our internal teams to understand which brands and products are worth bringing to the UK market. We look at everything from search trends and product innovation to consumer behaviour. Our goal is always to offer customers the best experience possible — with great products and trusted brands — and we achieve this by collaborating closely with our suppliers.”
2. Where do you see the UK nicotine-product market heading in the next few years — and how will your role in building partnerships help shape what customers can buy?
“The UK market has been growing quickly, and we expect that momentum to continue. There’s still a large number of smokers, and we want to help them transition to alternatives like nicotine pouches. Although pouches are still a fairly new category in the UK, awareness is rising. A big part of that growth will come from education — helping consumers understand their options, choose safer alternatives, and navigate things like strengths and flavours.”
3. When bringing in new products, what do you look for to make sure they’re exciting and safe for customers?
“We rely heavily on data to understand consumer behaviour and identify gaps in the market. This helps us work with partners — and seek out new ones — to develop products that meet those needs. Every product we carry is tested in an independent lab, and we have strict requirements around strength, pH levels, and brand communication. Safety and quality are non-negotiable for us.”
4. How do partnerships help Northerner UK offer the kinds of products customers love — whether that’s variety, innovation, or something new to try?
“Offline stores like supermarkets and corner shops can only carry a small range of nicotine pouches. As an online retailer, we can offer a much wider assortment — giving customers the chance to explore new flavours, strengths, and brands they might not find elsewhere. Price is always an important factor, and we want our customers to feel they’re getting great value. But what really builds long-term loyalty is quality and brand experience, and that’s where close partnerships make all the difference.”
5. Looking ahead, are there any trends or types of products you’re excited to bring to UK customers?
“Looking into this coming year, we’re seeing some exciting developments — from new flavour innovations to refreshed brand experiences. We’re also expanding our nicotine-free range with more caffeine pouches and brands, which we think will be a great addition for customers. And we have a few limited-edition products coming that I’m really looking forward to sharing.”
