The company, which was reportedly looking to file for Chapter 11 bankruptcy, have had separate discussions with Philip Morris International Inc (NYSE:PM), Japan Tobacco (OTC:JAPAF) Group and Altria Group (NYSE:MO) Inc, the report said.
Juul, partly owned by Marlboro maker Altria, did not immediately respond to a Reuters request for comment.
In late September, Altria exercised the option to be released from its non-compete deal with the Juul almost four years after buying a 35% stake in the company.
A deal is not imminent and the discussions may not result in a sale or partnership, the people told the Journal on Wednesday.
Last week, Juul secured preliminary court approval of a $255 million settlement resolving claims by consumers that it deceptively marketed e-cigarettes.