The First Lo­ve Stays Forever in Our Minds

Habanos - - Summary -

Néstor Va­le­ra de­tails that at the end of 2019, 155 sto­res would be ope­ra­tio­nal in 118 ci­ties from 59 coun­tries. Ac­tually, the­re are ci­ties whe­re mo­re than one fran­chi­se is ope­ra­tio­nal, which is a sign of the pro­ject ac­cep­tan­ce. He al­so high­lights that it has been dif­fi­cult to po­si­tion the fran­chi­se in so­me mar­kets due to strict an­ti-smo­king re­gu­la­tions. It has di­rectly li­mi­ted the bu­si­ness mo­del, which is to of­fer the vi­si­tor a uni­que ex­pe­rien­ce in the pur­cha­se and en­joy­ment of Ha­bano. Ho­we­ver, he points out that the fran­chi­se is pre­sent all over the world with a cri­ti­cal con­cen­tra­tion in Eu­ro­pe (40% of the to­tal), the Ame­ri­cas (23% of the to­tal), and the Midd­le East and Afri­ca (17% of the to­tal). Cu­ba stands out with the lar­gest num­ber of fran­chi­ses with 12% of the to­tal. The rest can be found in Asia.

The LCDH Fran­chi­se Chain is con­cei­ved as ups­ca­le bou­ti­ques for the ex­clu­si­ve sa­le of a pro­duct as su­bli­me as Ha­ba­nos, and that is why every fran­chi­see is re­qui­red to meet in its sto­re the cons­truc­tion and de­co­ra­ti­ve stan­dards that may con­tri­bu­te to achie­ving this goal. Of cour­se, all of this must be com­ple­men­ted by the ma­na­ge­ment's know-how on bu­si­ness, ex­per­ti­se, and good work of the sa­les for­ce, ex­plains Néstor Va­le­ra.

Vi­si­tors, ent­hu­siasts, and ex­pe­rien­ced smo­kers will find in LCDH the most va­ried se­lec­tion of Ha­ba­nos avai­la­ble in each of the mar­kets, led by the pro­ducts of the six glo­bal brands' port­fo­lio: Cohi­ba, Mon­te­cris­to, Par­ta­gás, H. Up­mann, Ho­yo de Mon­te­rrey and Romeo and Ju­lie­ta. You can al­so find Re­gio­nal Edi­tions for a par­ti­cu­lar mar­ket, the Spe­cial Pro­duc­tions for LCDH, the Ha­ba­nos' Spe­cial Pro­duc­tions

(Li­mi­ted Edi­tions, Re­ser­ves, and Re­pli­cas), and the rest of the stan­dard port­fo­lio.

Ca­sas del Ha­bano are cha­rac­te­ri­zed by spa­ces such as the walk-in hu­mi­dor, whe­re Ha­ba­nos are pre­ser­ved in op­ti­mal con­di­tions of tem­pe­ra­tu­re and hu­mi­dity; the Tas­ting Room, which in­vi­tes you to en­joy the pro­duct with comfort and re­la­xa­tion; and the Sto­re, whe­re you can buy, in ad­di­tion to Ha­ba­nos, ac­ces­so­ries for smo­kers and ot­her items that can ran­ge from je­welry and cho­co­la­tes to tex­ti­le pro­ducts and sou­ve­nirs. Ot­her ser­vi­ces are the loc­kers area, whe­re cus­to­mers may lea­ve their Ha­ba­nos to the ca­re of the sto­re, cer­tain that they will be pre­ser­ved in op­ti­mal con­di­tions for furt­her en­joy­ment. De­pen­ding on your area and the mar­ket ha­bits, Ca­sas del Ha­bano of­fer pri­va­te VIP loun­ges, which in­clu­de bar ser­vi­ce.

For Néstor Va­le­ra, the grea­test of cha­llen­ges is to con­ti­nue strengt­he­ning the con­so­li­da­tion of fran­chi­ses in mar­kets whe­re they are al­ready pre­sent and ex­pand them, whe­ne­ver pos­si­ble, in­to tho­se na­tions whe­re, for dif­fe­rent reasons, the­re is no pre­sen­ce of the­se kinds of sto­res. The goal is ac­tually kee­ping a glo­bal iden­tity ta­king in­to ac­count the re­gio­nal cha­rac­te­ris­tics of each mar­ket.

“The most im­por­tant thing is the qua­lity and sco­pe achie­ved— in terms of sa­les and spe­cia­li­zed at­ten­tion to the con­su­mer — in each of the pla­ces whe­re they are pre­sent. Due to its ex­ce­llen­ce and the bu­si­ness mo­del pro­po­sed, Ha­ba­nos is an in­dispu­table lea­der. Ho­we­ver, we shall bear in mind that the com­pe­ti­tion is be­co­ming stron­ger. That is why this net­work is li­ke a show­ca­se of good work and a sa­fe al­ter­na­ti­ve to re­tail pro­jects, which al­so ma­ke good use of a cer­tain to­bac­co ori­gin as a stra­tegy to at­tract con­su­mers.

“Ha­ba­nos, S.A. and LCDH con­ti­nue their ac­ti­ve ef­forts to achie­ve a mo­re ef­fec­ti­ve in­ter­ac­tion with fran­chi­sees by in­vol­ving them in the con­cep­tion of the pro­ducts that the mar­ket de­mands. This is exactly the road we ha­ve cho­sen to ta­ke."

Af­ter 30 years, the­re are many sto­ries to tell. What are the main cha­llen­ges you ha­ve fa­ced and the grea­test sa­tis­fac­tions re­sul­ting from them?

The­re ha­ve been many cha­llen­ges. It is worth men­tio­ning that at the ti­me of its crea­tion back in the 1990s, so­me re­tai­lers (mainly Eu­ro­pean) dis­trus­ted to bet­ting on se­lling points whe­re Ha­ba­nos could be sold ex­clu­si­vely sin­ce Ha­ba­nos — even re­pre­sen­ting a high per­cen­ta­ge of sa­les in sto­res — we­re al­ways show­ca­sed ac­com­pa­nied by non-Cu­ban pro­ducts. The com­pany ef­fort as well as the strength of the pro­duct, pro­ved the va­li­dity of the pro­ject and the­re­fo­re, Eu­ro­pe be­ca­me the con­ti­nent with lar­gest pre­sen­ce of fran­chi­ses.

“Anot­her cha­llen­ge has been the im­pact of an­tis­mo­king norms which, in so­me ca­ses, ha­ve strictly prohi­bi­ted smo­king in clo­sed spa­ces (even tho­se that are con­di­tio­ned for ra­pid and ef­fi­cient smo­ke ex­trac­tion). This has brought about that, in so­me fran­chi­ses, the Tas­ting Room has had to be used in ot­her fun­ctions dif­fe­rent from its ori­gi­nal con­cep­tion. This reality has im­pac­ted ne­ga­ti­vely not only on the sa­les of fran­chi­ses, but al­so on the per­cep­tion vi­si­tors may ha­ve on them. Ho­we­ver, the con­cept con­so­li­da­tion con­ti­nues and it is a sa­tis­fac­tion to con­firm that each year the num­ber of ope­nings is overw­hel­mingly hig­her than clo­su­res.

“The­re ha­ve been a lot of sa­tis­fac­tions. One of them is the ever-gro­wing num­ber of re­tai­lers who con­ti­nue to trust in our bu­si­ness mo­del. The grea­test mo­ti­va­tion is the re­cog­ni­tion that vi­si­tors, ent­hu­siasts, and ex­pe­rien­ced smo­kers ha­ve gi­ven to the fran­chi­se as a world­wi­de re­fe­ren­ce of ups­ca­le bou­ti­que and sanc­tuary of the best tra­di­tions of Ha­ba­nos' ex­hi­bi­tion and con­ser­va­tion.”

Nes­tor Va­re­la, head of the La Ca­sa del Ha­bano fran­chi­se.

Newspapers in Spanish

Newspapers from Spain

© PressReader. All rights reserved.