Jorge Pérez Martel is the new franchise director for La Casa del Habano, the premiere network of franchise retailers licensed by Habanos S.A.

The company says he is replacing Nestor Valera Callaba, who is becoming the general manager of Cubacigar Benelux, the distributor for Belgium, Luxembourg and the Netherlands.

Pérez Martel has over four decades in the world of Cuban cigars, including with La Casa del Habano. Habanos S.A. says he helped to create the first LCDH store in Cancún, Mexico during his time as the commercial director for Importadora & Exportadora de Puros y Tabacos de CV (IEPT) and Caribbean Cigars Corp (Curazao). He also worked as the president of Corpova—the distributor for France and Moncao—and director of La Casa del Habano.

There are more than 140 La Casa del Habano franchises around the world. The stores are independently-owned but licensed franchises from Habanos S.A. In order to gain an LCDH license, stores must meet certain qualifications including requirements for the type of humidor and lounge features a store has. LCDHs have access to specific LCDH-exclusive products from Habanos S.A. and oftentimes get priority for the first shipments of new cigars.

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Charlie Minato

I am an editor and co-founder of Media, LLC. I previously co-founded and published TheCigarFeed, one of the two predecessors of halfwheel. I have written about the cigar industry for more than a decade, covering everything from product launches to regulation to M&A. In addition, I handle a lot of the behind-the-scenes stuff here at halfwheel. I enjoy playing tennis, watching boxing, falling asleep to the Le Mans 24, wearing sweatshirts year-round and eating gyros. echte liebe.