E-cigarette maker Juul Labs Inc is in early talks with three tobacco giants for a potential sale, strategic investment, licensing or distribution deal, the Wall Street Journal reported on Wednesday, citing people familiar with the matter.

Juul, which was reportedly looking to file for Chapter 11 bankruptcy, has had separate discussions with Philip Morris International Inc (PM.N), Japan Tobacco Group (2914.T) and Altria Group Inc (MO.N), the report said.

A deal is not imminent and the discussions may not result in a sale or partnership, the people told the Journal.