Habanos Appoints a New Director for the LCDH Franchise

Habanos appoints a new director for the LCDH Franchise. Mr. Jorge Perez Martel is replacing Nestor Valera Callaba who in his turn is replacing Tony Hoevenaars as director of Cubacigar Benelux. Hoevenaars became the head of the Swiss Habanos distributor Intertabak a few months ago.

Experience 

Perez Martel has close to 40 years of experience within Habanos and Cubatabaco. He has fulfilled several roles within the company. He was part of the team that created the first La Casa del Habano in the world. That is the La Casa del Habano in Cancun, Mexico. He was also part of the management of Importadora & Exportadora de Puros y Tabacos de CV (IEPT) and Caribbean Cigars Corp (Curazao) companies. For both companies, he was the Commercial Director.

He also worked as the president of Coprova, Exclusive Distributor for France and Monaco. During his stay, France became the second-largest market for Cuban cigars. Before joining Coprova, Perez Martel was International Market Supervisor for Habanos.

La Casa del Habano

Perez Martel was also part of the La Casa del Habanos Franchise Management. He was involved in the creation and development of the concept. And he was a director in the management team. 

The La Casa del Habanos concept is the highest tier of the retail concepts of Habanos. A La Casa del Habano has to meet requirements set by Habanos. And they can only sell Cuban cigars. In exchange, La Casa del Habanos franchises get new releases exclusively for a limited time. And there are plenty of La Casa del Habanos exclusive cigars. These are only available at La Casa del Habano stores.