VIBES Rolling Papers

About VIBES

VIBES is the rolling-paper brand built by and for serious rolling customers. The company was launched by Berner (the founder of Cookies) and built around a four-sheet philosophy: Hemp, Rice, Ultra-Thin, and Organic Hemp — each engineered for a specific roll profile and burn characteristic. The papers are manufactured at the Miquel y Costas mill in Spain (the same paper house behind several other premium European brands), and the brand has rapidly become a paper-wall staple at smoke shops nationwide thanks to a combination of product quality and tight consumer-influencer pull.

For retailers, VIBES is the brand that captures the rolling enthusiast — the customer who tries different sheet materials, cares about burn evenness, and is willing to pay a small premium for a sheet that performs to their preference. Stocking the full four-sheet line (Hemp / Rice / Ultra-Thin / Organic Hemp) gives the customer a complete in-store comparison and almost guarantees the sale lands in your store rather than at a competitor's.

Our VIBES lineup at a glance

• VIBES Hemp — the everyday workhorse. Balanced burn, even draw, no chemical aftertaste. The largest-volume SKU in the line.
• VIBES Rice — ultra-clean burn, minimal ash. Preferred by rolling customers who want the cleanest possible smoke profile.
• VIBES Ultra-Thin — the connoisseur sheet. Thinnest paper in the line for the customer who wants minimal paper in the smoke.
• VIBES Organic Hemp — certified-organic fiber. Crossover with the RAW and OCB Organic customer; strong sell-through alongside those brands.
• VIBES Cones — pre-rolled cones in 1¼, King Size, and Lean formats across the Hemp, Rice, and Ultra-Thin sheets.
• VIBES Tips, Trays, & Accessories — tips, branded metal trays, and the merchandising display program.

Why retailers stock VIBES across all four sheets

The four-sheet system is the brand's structural advantage at retail. A customer who is undecided between Hemp and Rice can compare them on your shelf rather than at a competitor; that side-by-side is the moment the sale lands. The Ultra-Thin sheet specifically commands a premium price point and attracts the connoisseur buyer who pays $3–$4 for a single booklet rather than $1–$2 for a mass-market sheet.

VIBES also has tight cross-brand pull with the Cookies and broader Berner-affiliated ecosystem, which means customers come into shops looking for VIBES specifically. Not stocking the line directs that demand elsewhere.

Merchandising VIBES

Display the four-sheet system together: Hemp, Rice, Ultra-Thin, and Organic Hemp side by side, with shelf-talker callouts noting the differentiator on each sheet ("Balanced everyday burn," "Ultra-clean ash," etc.). This educates first-time VIBES customers and drives the cross-shop comparison that makes the section work.

Position VIBES at the premium end of your paper wall, near OCB Premium and RAW Black — the price point and customer profile align. Avoid mixing VIBES into the mass-market shelf with mid-tier brands; the brand's positioning depends on premium adjacency.

Margin notes

VIBES margins land at 55–65% across the paper booklets, with Ultra-Thin and Organic Hemp at the high end thanks to premium retail pricing. Cones run 55–65%. The branded metal trays return 60%+ thanks to a $24–$36 retail tier on a low wholesale unit cost.

Wholesale FAQ — VIBES