Michael Cellucci Launches Full Spec Brands

Cigar industry veteran Michael Cellucci has launched a new venture called Full Spec Brands, a nationwide, full-service brand accelerator servicing the specialty retail class of trade with a focus on smoke shops, independent gas and convenience stores, and new age wellness retail locations. The company provides dedicated sales, marketing, and merchandising strategies for brands who have demonstrated the ability to lead and innovate in their respective categories, and offers what it calls “a personalized, high-touch, consultative approach to business.”

Cellucci is known for his 16 years with Drew Estate, the final four of which were spent as the company’s president prior to his departure in July 2016. He joined the company in 2000 and became its inside sales director before being promoted to national sales director in 2003, vp of business development in 2005, vp of sales in 2007 and president in 2012. During his tenure he oversaw the sale of Drew Estate to Swisher International in 2014.

Following his time at Drew Estate, Cellucci joined Quality Importers Trading Co. in January 2017 as its president, a position he held until February 2019. During his time, Quality Importers acquired XIKAR, one of the most well-known names in cigar accessories.

Since his departure from Quality Importers, Cellucci has been running his consulting business, The Fairfax Group, LLC, and from August 2020 through January 2022, was president of Greenland Holdings, Inc., a company that bills itself as the platform for the development and distribution of premium cannabis accessories, packaging, vape solutions, and lifestyle products.

“Throughout my years in the specialty retail universe, I have seen both large and small companies expend extraordinary effort and hundreds of thousands in personal and investor funds to have one sliver of space and recognition in this hard-to-reach class of trade,” said Cellucci in a press release. “This is not a puzzle you can solve in a board room. You have to be in the stores and in front of the consumers. We have assembled a very experienced team of sales professionals with deep knowledge of the space. We understand exactly what is required to build trust, to build brands, and to build profitable relationships for all stakeholders.”

Cellucci is joined by long-time industry veteran Selim Hanono, who brings more than 35 years of experience in tobacco and cannabis, leading sales and operations at the executive level. Over the last 15 years Hanono worked with Cellucci in leading and transforming several notable companies, including Drew Estate, Swisher Intl., and Greenlane.

“Over the last few decades, Mike and I have had the benefit of working alongside thousands of shop owners,” said Hanono. “We’ve built strong relationships developing and perfecting go-to-market strategies for some of the most successful brands in the space. It takes lots of time and money to acquire an intimate knowledge of the specialty retail universe. I’m proud to team up with Cellucci again to apply our 50-plus years of combined experience to these up-and-coming brands. With our help, they can avoid the ten years of mistakes so many early-stage brands often make.”

While Full Spec Brands is focusing beyond just premium cigar shops, the company has entered into agreements with two companies in the cigar accessories space: Integra Specialty Products, makers of the Integra Boost two-way humidification products, and DISSIM, a manufacturer of lighters and other accessories.

Cellucci told halfwheel that while he doesn’t have plans to sell premium cigars, the company will call on anyone who sells the products that Full Spec Brands represents, which could bring them into premium cigar shops.

The company announced that is has plans to expand its operations into Canada and other international markets, beginning with distribution consultation.