Sarah Santos Named Head of Cigars International


Sarah Santos will be the next head of Cigars International, the world’s largest retailer.

Officially, Santos’ title will be president of North American Online and Retail Division for Scandinavian Tobacco Group (STG), parent of Cigars International, as well as senior vp of STG. She has been with Cigars International since late 2007, serving as director of marketing, vice-president and most recently, svp of online business.


“Sarah has played a pivotal role in both the strong performance of Cigars International and the professionalization of our online organization,” said Niels Frederiksen, ceo of STG, in a press release. “I am confident that she, with her detailed industry knowledge and dedication to Cigars International and STG, is the right person to take over the reins. Sarah is a strong leader with the ability to balance the business needs of both the division and our Group, and I look forward to the contributions she will make to the business.”

She will succeed Craig Reynolds, who has led the retailer since 2011, and will retire on Jan. 1, 2020.

Cigars International is the world’s largest retailer of cigars. It includes the eponymous Cigars International brand—which operates an online store, a catalog and four brick-and-mortar stores—as well as,, and Thompson Cigar Co. The company also has plans for additional retail stores to open next year in both Texas and Florida.

In addition to Cigars International, STG owns General Cigar Co.

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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 handle the editing of our written content, the majority of the technical aspects of the site and work with the rest of our staff on content management, business development and more. I’ve lived in most corners of the country and now entering my second stint in Dallas, Texas. I enjoy boxing, headphones, the Le Mans 24-hour, wearing sweatshirts year-round and gyros. echte liebe.

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