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TOBACCO OUTLET BUSINESS
SEPTEMBER/OCTOBER 2012
trench marketing
of which are located in Manhattan), has seen a lot change in
New York’s tobacco landscape over the years. He stepped
into the tobacco business in 1997 at a time when cigars were
all the rage and there were far fewer anti-tobacco laws in
place.
Threat first got his start as a salesman at the prestigious
midtown De La Concha cigar shop (now owned by Davidoff),
where he learned the trade under Lionel Melendi for about
five years. After a brief sabbatical from the business, he
moved to his current Davidoff location in 2004, which at the
time was a family-owned franchise. He worked there for two
years until Davidoff purchased the store in 2006, after which
he was named assistant manager, and was then promoted to
his current position of general manager in May of 2011.
“
It’s a boutique store,” says Threat, humbly describing
his store’s approximately 1,500-square-foot location ideally
situated on Columbus Circle across from the southwest
entrance to Manhattan’s Central Park. Such a location comes
with an extraordinarily high amount of foot traffic baked in
(
and rent that would make most retailers’ heads explode), but
foot traffic outside doesn’t necessarily mean you’re going to
get a parade running through your store.
Threat works hard to make sure his store is always looking
its polished best to take advantage of all that high volume
potential on the sidewalk. A big part of that aesthetic appeal
comes from the store’s spacious circular floor plan, which
features a circular, walk-in humidor and a sumptuous, softly
lit smoking lounge that comfortably seats 8-10 customers
with plush leather seating, modern furniture, original art and
vintage collectibles. “It’s Davidoff,” he explains, “and if you’ve
ever been to any of our properties, even the franchised hotel-
based stores in Nevada’s renowned Venetian and Mandalay
Bay hotels, you’ll recognize the sophistication and attention
to detail—clean lines and elegance are typical of our brand.”
Topshelf Merchandise to Suit Every Taste
As an exclusive retail location for a renowned luxury brand,
Threat’smerchandiseassortment is verybroadbut represents
the cream of the best crop, but as far as accessories go, he
says about 75 percent ismade up of Davidoff products, where
he carries a wide array of humidors, cigar cases, cutters, and
lighters
“
We carry lots of great cigar lighters and cutters, and while
our cigars are predominantly Davidoff, we carry all of the best,
