Philip Morris South Africa (PMSA) has announced the opening of its new flagship boutique IQOS store in Canal Walk, Cape Town, South Africa.

Branislav Bibic, PMSA Managing Director, said: "Our continued substantial investment in stores such as Canal Walk reinforces our commitment to making South Africa smoke-free, offering products that are more adult-friendly options than continuing to smoke. Such a commitment is in line with PMI's global effort to provide adult smokers with better alternatives to eventually replacing cigarettes.

According to Biz Community, the company has publicly committed to exit the cigarette business and continues to expand its portfolio of IQOS e-tobacco devices designed to heat rather than burn tobacco, as well as the brand's retail footprint.

According to the company, IQOS heats specially manufactured tobacco sticks called Heets at a controlled temperature, avoiding burning and "producing an aerosol that emits an average of 95 percent less harmful chemicals than regular cigarettes.

While the device provides smokers with nicotine repair and tobacco-flavored satisfaction, Iqos produces no smoke, ash, or cigarette smell.

Since 2008, the Marlboro and Chesterfield manufacturer has invested more than $9 billion in scientific research, product and commercial development, and capacity to drive continued innovation in smoke-free products.