Sacred Habano Stores for Great Smoking
THE INTERNATIONAL CHAIN OF FRANCHISES LA CASA DEL HABANO, WHICH BOASTS 155 CIGAR STORES IN 118 CITIES FROM 59 COUNTRIES, IS CELEBRATING ITS 30TH ANNIVERSARY WITH AN OUTSTANDING RECORD OF SERVICE EXCELLENCE AND THE GREAT REPUTATION OF ITS PRODUCTS
“The Habano brand is paramount to the Cuban culture. There is no way you can enjoy one of them if their origin, evolution, or even their presence in momentous event, are not known. Habanos is Cuba's ambassador par excellence, and has put the island in the gourmet world map due to their quality and fame of all Habanos' brands. Indeed, cultivated areas, their benefits and productions, are now a must-see destination for anyone visiting the country. There is no doubt that having a franchise system such as La Casa del Habano, where the best tobacco of the world is exclusively sold, is a major milestone.”
These were the first words of Néstor Valera — CEO of the franchise La Casa del Habano (LCDH) — to Excelencias magazine, a propos of the important system, which is celebrating its 30th anniversary with an outstanding record of service excellence and the great reputation of its products.
"In the case of Habanos, S.A., these stores are perfect to communicating the product best qualities. They provide a platform for the launching of new products, which consumers regularly welcome, and consolidate as a safe alternative, aimed at the promotion and enjoyment of Habanos in order to counteract the effects of anti-smoking campaigns and regulations, especially in seasoned markets. Similarly, they play a key role in the development of emerging markets, where Habano culture is still insufficient,” says the specialist who professes his devotion to the Juan López brand, Vitola Selección No. 2, and the Trinidad La Trova, the latter is an exclusive launching for LCDH."
The franchise is also a successful business model. In this line, what has been and still is its impact?
It has been actually a successful business model: first of all, it has allowed Habanos to reach the final consumer through its chain of franchises and thereby know, to some extent, what the market demands and what its trends are — from the brands and formats approach. On the other hand, it allows having a new way of communication with one of the most important players in the market: retailers, as they channel the productions of Habanos, S.A. to its final destination.
In financial terms, it has also been profitable: not only for Habanos, S.A. — the franchiser —, but also for its network of Exclusive Distributors, which have regarded LCDH as their most important customer in the market. In many of them, the decisive percentage of sales is achieved by franchises and this fact makes the impact of their sales on the market decisive. We are very satisfied with it.
What makes this franchise a network success? What are its benefits?
The key to success has been the confidence that franchisees have had in the proposed business model: the exclusive marketing of Habanos. In fact, experienced retailers with experience in the retail sale of Premium tobacco, with a solid, expert clientele who knows its full potential, have joined this project.
"The LCDH Franchise Chain offers specific benefits to retailers; namely, entering a network of more than 150 highly specialized cigar stores under the “goodwill” of a well-known registered brand, tapping into unique products created exclusively for this network, and having the first-purchase option for the novelties of the Habanos, S.A. portfolio. These benefits are complemented by the specialized and priority attention provided by Exclusive Distributors in each of the markets, which helps to consolidate existing projects and create expectation among the rest of the retailers."