Jupiter’s Burnout: Can TILT Holdings Reverse Its Five-Year Vape Decline?

TILT Holdings TLLTF is at a critical juncture as it explores divesting its plant-touching business (PTB), which generates 75% of its revenue but continues to struggle with declining margins. Massachusetts operations, contributing two-thirds of revenue, are under pressure from market saturation, while Pennsylvania’s wholesale arm faces reduced purchases as vertically integrated operators prioritize in-house products. 

Gross margins across TILT fell from 18% in Q1 to 14% in Q3, reflecting challenges across all divisions. Analyst Pablo Zuanic values the PTB between $20–$30 million, a modest sum given the company’s $3 million market cap and heavy debt burden.

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Debt Remains A Major Hurdle Despite Positive Cash Flow

TILT’s financial health is constrained by $62 million in net debt, with $12 million due in 2025 and $38 million in 2026, alongside $44 million in lease obligations. However, Zuanic highlights a positive development: TILT generated $2 million in operating cash flow in Q3 2024. 

Jupiter’s Challenges: A Dual Front

Jupiter, TILT’s vape subsidiary, is contending with both operational setbacks and broader market shifts. U.S. sales dropped to $9.4 million in Q3 2024, down from $15 million in the same period last year, even after adjusting for the transition of half its sales to a 15% distribution fee model. 

Canadian sales grew 11% to $6.4 million but saw gross margins collapse from 29% to zero. Zuanic calculates that Jupiter’s distribution fees could generate $9 million annually at 100% gross margins, with the remaining $53 million in sales yielding 20% margins. This would produce $20 million in gross profit, making Jupiter potentially profitable with $10 million in EBITDA. 

However, Zuanic remains cautious about the sustainability of these projections given continued market share erosion. 

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Competitive Landscape And CCELL Partnership

Jupiter’s long-standing partnership with CCELL is adapting to shifting market dynamics. CCELL has diversified its production outside China to mitigate geopolitical risks, while also strengthening direct U.S. customer support. Zuanic raises concerns about potential overlap between CCELL’s direct operations and Jupiter’s business, warning that structural changes may be necessary to preserve market leadership. 

Consumer preferences are shifting toward all-in-one devices (AIOs), prompting Jupiter to invest in proprietary technologies and bolster its supply chain. Despite these efforts, the company has yet to reverse a five-year trend of declining market share. Zuanic underscores the importance of aligning innovation with operational efficiency to stay competitive. For a deeper dive into his methodology and projections, visit Zuanic & Associates’ research portal.

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