Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
Page 29
Page 30
Page 31
Page 32
Page 33
Page 34
Page 35
Page 36
Page 37
Page 38
Page 39
Page 40
Page 41
Page 42
Page 43
Page 44
Page 45
Page 46
Page 47
Page 48
Page 49
Page 50
DAMAGECONTROLFROM8PERCENTTO25PERCENThemaintains.SomeeitherdriedoutsobadwecouldntsellthemorelsecustomerswouldactuallybringthembackandsayIcantsmokethis.TeironyisthatEmersonwasstillmakingmoneyinthecategorydespitetheregularproductloss.InaqualitycigartheresmoreproftthanapackocigarettesandsoIcouldabsorbthelosseverymonthheexplains.ButIalsoknewthatiIcouldstopthedamageIcouldturnthecategoryintopureproft.SoaterworkingwithitandfxingitoraboutthreeyearsEmersonwasfnallydonewithhisineriormakeshithumidor.HeknewhehadtotakethehumidifcationprocessmoreseriouslysoheattendedtheobaccoPlusExpoInternationallastyearPE2010withtheprimarygoalofndingaqualityhumidor.Heinitiallyoundseveralcigardistributorswhowereverywillingtogivehimagoodhumidororreebuthecouldfllitonlywithcigarshepurchasedromthemandthatsnotwhathewanted.TenwhileputtinginmyorderorDjarumsattheKretekboothEmersonspottedqualityhumidorsheadmiredandinquiredaboutthemhewastoldbyKretekthatthehumidorsweremanuacturedbyQualityImportersradingCo.Inc.inPembrokePinesFlorida.AndvoilaEmersonhadoundhishumidorsource.EmersonboughtnotonebutthreecommercialhumidorsromQualityImporterseachabout8eettallby6eetwideby2eetdeepandcostingbetween2000and2500apiece.Iwasexpectingtogetmyreturnoninvestmentintwoyearsbutitstakenalotlessthanthatittookabout15monthstogetmyROIonallthreeEmersonreports.InadditiontothehumidorsbeingshippedperectlyromFloridatoWestexassaysEmersonQualityImportersreallyhasitsacttogetherandshowedhimhowimportantproperhumidifcationistothesuccessocigarsales.In2007QualityImportersexpandeditshumidorbusinesstoincludethemanuacturingoelectronichumidity-monitoringdevicesorhomeandcommercialhumidors.TecompanyshumidifcationsystemisbrandedHydraanditsadjustabledigitalhygrometersarebrandedHygroSet.TesehumidifersaretenoldbetterthantheonesIwasusingEmersonstates.AndsoutilizingtheseverysimplesystemsinsideitsnewcommercialhumidorsGoldRushDiscountobaccohasincreaseditscigarbusinesssomuchitsoundsinatedheadds.WhenpushedorhisincreasedsalesnumbersEmersonadmitsthatcigarswere7to8percentomytotalsalesbeorethesehumidorsnowcigarsare20to25percentomytotalsalesandIdoalotosales.AndaddingthehumidorsandhumidifcationsystemsistheonlychangeIvemadeitalonehasreallyincreasedmycigarbusiness.MichaelGiordanopresidentandounderoQualityImportersispleasedtohearoGoldRushssuccessbutnotsurprised.Youcanlightacigarwithmanydierenttypesolightersbuttheresbasicallyonlyonewaytokeepandpreservecigarswithaqualityhumidifcationsourceinaqualityspacehesays.Scottisthetypeotobaccoretailerwerelookingortopioneerthisconceptinthechannel.Terearesomanysetintheirwaysandweknowbusinessisrough.Buttheoneswhogetitanddotheirhomeworkaretheoneswhocanstayinandgrowtheircigarbusiness.AndtheGoldRushcigarbusinesshasnowgrowninwaysthatgobeyondthecigars.Emersonsnewoundhumidifcationknowledgehastrickledintosellingmorehumidorstocustomersorhomeuse.BecausecigarsaresuchabigpartooursaleswedecidedtogreatlyexpandourcigaraccessoriesorthispastChristmasseasonherelays.Weboughtprobably25homehumidorsonourfrstorderandbytheendoNovemberthoseweregoneandwehadtoreorder.AndorothercigaraccessoriessuchaslighterscuttersashtraysandpokerswetookeverythingupanotchEmersonsays.SoinsteadolookingorthecheapesttoolswestartedlookingormoreitemsmadeinAmericaormadeinItalyqualityaccessoriesthatourcustomerscouldcarrywithpride.Emersonsaysherealizedthatcustomerswillingtopay6to9or22TOBACCOOUTLETBUSINESSJANUARYFEBRUARY2011