Michael Giannini Joins Quality Importers Trading Co.

Michael Giannini is now the new chief of customer engagement at Quality Importers Trading Co., the parent company of XIKAR, Palió, Cigar Caddy, Humidor Supreme and others.

The longtime industry veteran joins the company in a newly-created role which Quality Importers says includes managing the “sales, marketing and messaging initiatives of the company.” Giannini has spent nearly four decades in the cigar industry, first starting as a manager of a Philadelphia cigar store before eventually joining Ernesto Perez-Carrillo Jr.’s El Credito Cigar Co. as national sales manager. After Swedish Match purchased El Credito, Giannini was moved into a marketing role for the La Gloria Cubana brand and eventually was named creative director and director of innovation for General Cigar Co., which led to the creation of the Foundry brand. In 2017, he joined Ventura Cigar Co. as creative director and general manager. After multiple rounds of restructuring, Giannini left Ventura in late 2020.

“After two years of relaxing in California, I could not resist the opportunity to work with QI’s iconic portfolio of 10 brands, and our customization house – THE SWAG BUNKER,” said Giannini in a press release. “Relocating to the company headquarters in Weston, Fla. to work with the great team that Michael and Marilyn Giordano have assembled is an exciting new chapter for me. Rather than confining my 39 plus years of experience to just one cigar brand or cigar company portfolio, QI gives me the opportunity to have a significant impact industry wide. THE SWAG BUNKER allows us to personalize any retailer and manufacturer imagery and apply it to a wide portfolio of exciting accessories.”

Quality Importers has announced that XIKAR will be celebrating its 25th anniversary this year.