Tobacco Business

Known for its high-quality writing instruments, cigar accessories, lighters and leather goods, French luxury brand S.T. Dupont has been enchanting the world since the second half of the 19th century. Founded by Simon Tissot-Dupont in 1872, the company began as a travel case company before it expanded its portfolio to include other luxury goods. The company was later passed down to Dupont’s sons who, through innovations and ingenuity, were able to grow the busi- ness and the brand. Since its beginnings, S.T. Dupont has set a high bar for itself and the luxury goods market. Each piece is made completely by hand and is an exciting blending of creativity and artistic sensibility. When it comes to luxury and prestige, few brands have reached the level of S.T. Dupont, which has achieved worldwide recognition. S.T. Dupont has become a trusted brand among many cigar enthusiasts who under- stand that when they buy one of the company’s lighters, in particular, they aren’t buying something disposable but rather investing in what could become a family heirloom or treasured statement piece. S.T. Dupont has had several distribution partners in the U.S. Earlier this year, it was announced that S.T. Dupont’s new U.S. distributor would be Coles of London, a distributor of various luxury brands, including Visconti. While Coles of London has had a focus on luxury writing instruments in the past, its unique understanding of the value of the S.T. Dupont brand and the U.S. tobacco retail market is setting up both companies for big gains and growth in the luxury brand marketplace. Taking the Reins Coles of London was founded by Mark Cole and his wife in 2006. In the beginning, the Coles’ main focus and expertise was luxury writ- ing instruments, with the high-end Italian-made pen brand Visconti being their main product. As a company that was focused on luxury writing instruments, S.T. Dupont was on the Coles’ radar early on. “Coles of London has been representing Visconti for a very long time, and during that time we have worked with one or two other luxury brands,” Mark Cole explains. “I always wanted to promote another luxury pen brand. In fact, I once told my wife that if we could add any brand to our portfolio, I would want it to be S.T. Dupont. S.T. Dupont is also very famous for its lighters, of course, but they are famous for their pens. For me, in terms of pens, S.T. Dupont makes the finest writing instruments from France, and Visconti makes the finest writing instruments from Italy—two beautiful brands with very different heritages, different types of products.” Coles of London was appointed S.T. Dupont’s distributor into the pen and jewelry stores, while Davidoff continues to oversee the U.S. tobacco channel.“When I found out S.T. Dupont needed to then appoint a new distributor into the cigar channel, I said to them, ‘Look, guys. I would be interested. We are a professional distribution company that specializes in luxury brands. I think we can do a good job for you.’ Although we may not have had a lot of knowledge of the cigar industry, I felt this was something we could and will learn very quickly and do a good job with, and I think S.T. Dupont obviously agreed.” [ 74 ] TOBACCO BUSINESS [ MAY / JUNE | 21 ]