TOB Magazine

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TOBACCO BUSINESS INTERNATIONAL
SEPTEMBER/OCTOBER 2015
V i e w F r o m T h e T o p
attention. “Over the years, AVO had developed a
role in themail-order channel where it was heavily
discounted,” explains Young.The company solved
that issue by relaunching the brand with a new
price-protected commercial policy, a streamlined
SKU count, and a change from 25-count boxes
to 20-count boxes. AVO also got a new tagline,
“Savor Every Moment,” which was partially in
homage to Avo Uvezian, who, at age 89, remains
the face of the brand.
The focus on fine-tuning its portfolio of brands
and bringing new, innovative introductions to
market has proven effective. In an industry where
sales are generally flat, Davidoff has been seeing
steady double-digit sales growth year-over-year.
Going forward, Young is optimistic about
the company’s ability to maintain that growth
rate. “We’ve consistently been able to exceed
the market growth rate and that in turn
enables us to continue to support our brands
with promotions,” he says, noting that part of
that support includes providing retailers with
promotional support. “Any retailer looking for
help merchandising our products will find us
a company willing to provide them with that.
We will continue to deliver big ideas that excite
consumers, drive them into your stores and grow
your business.”TBI
Davidoff Boutiques: Spectacular Showrooms
One of a handful of cigar makers with flagship stores, Davidoff has been growing its retail
presence. Historically, the company has tended to open stores outside the U.S., where it
currently has around 65 abroad. However, it is currently in the process of opening a second
store in New York City, and already has locations in Atlanta, Georgia; Tampa, Florida; and
Houston, Texas, as well as a handful of licensed shops in Las Vegas, Nevada.
“We will not do a never-ending string of store openings,” promises Young. “But we wanted
to put our flag down and provide the full Davidoff experience in a handful of have
a strategy to patiently identify promising locations.”