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14TOBACCOOUTLETBUSINESSJULYAUGUST2009NEWSTRENDSJULYAUGUST2009IntheaceohardtimesorsmokersandtheindustryalikeHeatherL.PhillipsHeavenlyCigarx19sounderandCEOalongwithwhatshecallsherx1cAngelicx1dstaareconx2dentlyinvestingintheuturewithanewmoreplushheadquartersamongotherthings.x1cWeknowthebusinessiscomingbackandwex19repreparingorthatdayx1dexplainsPhillipswhosebusinessremainsinNaplesFla.whereitwaslaunchedin1999.HeavenlyCigarswww.heavencigars.comquicklygrewtoprominenceknownorbothits14premium-favoredHeavencigarsx14plusalimited-distributionnaturalcigarnamedorred-manedPhillipsx19nicknametheRedLionx14andtheHeavenlyAngelsafightoattractiveyoungladieswhopromotethecompanyandproductsateventsandretailstoresworldwide.LastJanuaryPhillipsembarkedonanumberostepstodriveHeavenlytonewheights.ShehiredKariSouleaschiex2nancialox2cer.Soulesaysx1cIjumpedheadx2rstintothecompanytacklingseveralprojects.x1dSheanalyzedandreorganizedmuchothecompanyx19soperationsleavingthemarketingtoPhillipsx19energyandimagination.Soulea20-yearaccountingmanagementproessionalwhospecializesinprocessandprocedureshasnotlimitedherseltox2nance.Shehasalsorestructuredandstreamlinedtheworkfowinbothox2ceandwarehousemadedealingswiththeDominicanactoryeasierandmoredirecttightenedinventorycontrolreplacedstawhereneededandworkedwithproductbrandingandmarketing.Twotobacco-industryveteransalsojoinedHeavenlyx19ssalesmarketingandcustomerservicestainearly2009.NationalSalesManagerKeithHagerhasasuccessul11-yeartenureinthebusinessstartingwithhisowntobaccoaccessoriesimportinganddistributioncompanyZipstyle.HethenworkedwithRockyPatelCigarsasimportandoperationsmanagerollowedbyasix-monthassignmentatGraycliasitsFloridaterritorialsalesmanagementconsultantwhereheincreasedsales48percent.Nicolex1cMimix1dAlvarez-Martinalsojoinedthesalesmarketingandcustomerserviceteamworkingin-depthwiththecompanyx19sindependentrepresentatives.x1cHeatherreacheddeeptocreateateamwhowouldrebuildthecompanyx19sgrowthbasedonservicetoourcustomersx1dsaysHager.x1cOneothenewkeyplayersisNicole.x1dThegranddaughteroindustrygiantPedroMartinounderoTropicalTobaccoCo.Alvarez-Martingrewupinthetobaccoworld.HerresumeincludesworkingatTropicalromage14ollowedbysixyearsasowneroMDistributorsasuccessulimporteranddistributorobundledcigars.WhatwillallthisrestructuringmeanorretailersHugepayospromisesthecompanyintermsomorereliabledeliveriesandpromptresponsiveandpersonablecustomerservicex0allthethingsthatbuildbrandloyalty.Askedaboutwhatx19snewortheIPCPRInternationalPremiumCigarPipeRetailersAssociationconventioninAugustinNewOrleansSoulehintedatapossibledebutotheRedLionnaturalcigarlinex14inotattheshowthenshortlyaterward.x1cWedonx19twanttogoonthemarkwithourloyalretailersthennotbeabletoperormx1dshesays.x1cAllIcansayisthatwex19reworkinglikedemonstomakeithappen.x1dPhillipsandSoulereportthatHeavenlyCigarhasbeensparedtheaverage30percentdropinbusinessthatmanyothermanuacturersaresuering.x1cWex19redoingwelltodatex1dreportsPhillips.x1cMoreimportantwehavecontinuedtobuildandstrengthenourpositioninthemarketplace.Thecompanyhasneverbeenmoretogether.Wex19reaamilybothliterallyx14mysisterTerrynKinneyx19scontributionisinvaluablex14andalsoasaamilyocommonpurposemakingHeavenlyevenmoreresponsiveandaccessibletoourvaluedcustomers.EvenmydogMaduroputsinregulardaysattheox2ce.x1dHeavenlyCigarInvestsHeavilyHigHligHtsidentix2cation.x1cThestrongestresistancetothispolicyhasbeenromcustomerswhoareangryatthegovernmentorintereringintheirlivesx1dsaysPaigewhospentamontheducatinghiscustomerswhiletransitioningtothenewsystem.x1cAterexplainingtothemthepotentialpenaltieswecouldincurmostcustomersareveryunderstandingandsympathetictowhywehaveimplementedthispolicy.x1dx1cMyeelingisthattherearesomecustomerswhowillshopelsewhereandevenpaymoremoneytoavoidwhattheyperceivetobetheinconvenienceoprovidingidentix2cation.Butassoonasthestoreacrossthestreetstartstoimplementthesamepolicytheywillreturnwithanevengreaterrespectorwhatwestandorhere.x1dx1cAstheareax19slargesttobaccoretailertoimplementthispolicysendsamessagetootherarearetailersthattheunderagecustomersattemptingtopurchasetobaccoromuswillnowbecomingtotheminlargernumberstoattempttopurchasetobaccoproductsx1dheexplains.x1cTheStateoConnecticutissendinghighernumbersoagentsintoretailstoresusingastingoperationtoenorcecompliance.Therisksoprosecutionwillincreasedramaticallyorthem.Weareactuallyputtingtheminapositiontomatchourpolicyorriskunderagesalesandprosecution.Weareproudtohaveraisedthebarorresponsibletobaccoretailing.x1dKariSoulenewchiexbfnancialoxbfcerxborHeavenlyCigarCo.