New La Casa del Habano Franchise Director

is pleased to announce that Mr. Jorge Pérez Martel has ben appointed as new La Casa del Habano Franchise Director, under resolution 172/2020 of the Minister of Agriculture.

Since his start at work in Habanos, S.A. Mr. Martel has occupied different responsabilities. He participated so as in the creation of the first Casa del Habano in Cancún as the implementation of Importadora & Exportadora de Puros y Tabacos de CV (IEPT) and Caribbean Cigars Corp (Curazao) companies, where he was appointed Commercial Director.

His strategic vision and innovative thinking, were key in the creation and development of the Franchise Management, in which later on he was its Director.

Mr Pérez Martel, has around 40 years of experience in the business of Habano. During his professional trayectoria he also occupied the position of International Market Supervisor until he was appointed as President of Coprova, Exclusive Distributor for France and Monaco with successful results for the market.

After his assignment in Coprova, Mr. Pérez held the position of Economic Management Specialist, a role he held at the moment of his appoinment.

Jorge Pérez Martel is replacing Mr. Nestor Valera Callaba in the position, who successfully led for more than 9 years the La Casa del Habano Franchises Management, following Mr. Nestor Valera’s appointment as the new Cubacigar Benelux General Manager. Mr. Nestor Valera, has more than 30 years of experience in the tobacco and comercial activity. He ocuppied different responsabilities in Habanos, S.A. and in The Pacific Cigar Corp, Exclusive Distributor for Asia Pacific, where he was in the position of Commercial Director and at Infifon HK in the position of General Director, getting excellent results in both.

The Havana-based company, jointly owned by the Cuban industry and the British Imperial Tobacco Group, which markets all 27 Habanos brands worldwide.
La Casa del Habano is the name of a network of retail cigar stores franchised by Habanos s.a. There are over 140 La Casa del Habano stores throughout the world on five continents. A full list can be found on the franchise's global website at