In the world of premium cigars, few names resonate as strongly as C.Gars Ltd
CRAFTING A LEGACY
Mitchell Orchant and the Evolution of C.Gars Ltd
In the world of premium cigars, few names resonate as strongly as C.Gars Ltd, a company that has redefined the landscape of cigar retail and e-commerce in the UK. At the helm is Mitchell Orchant, the founder whose entrepreneurial spirit and passion for cigars have driven the company to unparalleled heights. In this interview, we explore Mitchell’s journey from a young commercial estate agent to a leading figure in the cigar industry. He shares insights into the values that shape C.Gars, the trends influencing the market, and his vision for the future as he navigates the challenges and opportunities of a global marketplace. Through dedication to quality, customer experience, and sustainability, Mitchell continues to craft a legacy that embodies the essence of the cigar culture.
Career Background
Can you share your professional journey and what led you to become the CEO of C.Gars Ltd?
My journey in the business world began at a young age. I left school at 15½ to work as a commercial estate agent while studying for my professional exams to become a surveyor. Although I faced challenges in my exams, I excelled as a commercial agent, executing significant transactions, including a £250,000 hotel acquisition—a substantial amount back in 1980.
At 17, I partnered with my best friend to start my own commercial agency practice in the West End. While we achieved moderate success, I eventually joined my family’s hotel and property business. Seeking a new direction, I transitioned to petrol retailing, where I learned about the C Store business and retail operations, ultimately managing seven sites.
However, in 1997, the industry price war forced my business to close, leading to personal bankruptcy. This experience was a bitter pill to swallow, but it fuelled my determination to reinvent myself.
Having long been a cigar enthusiast, I decided to leverage my business acumen and knowledge of cigars to establish the best cigar specialist in the UK. I had previously set up the first cigar website in the UK back in late 1993, giving me early exposure to mail order and e-commerce.
Upon launching C.Gars Ltd., I analysed the competition and aimed to create a professional, customer-centric brand. By delivering exceptional service, offering extensive product knowledge, and building a strong team, we quickly carved out a niche in the market. I embraced Sam Walton’s “swim against the tide” philosophy, ensuring that our approach was distinct from our competitors.
As the business evolved, we expanded by acquiring Turmeaus shops and entering the whisky sector, solidifying our position in the premium cigar and whisky markets. More recently, we merged with La Casa del Tabaco, further enhancing our footprint in Europe.
Company Overview
C.Gars Ltd is known for its premium cigars and related products. What are the core values and vision of the company under your leadership?
The core values of C.Gars Ltd revolve around providing unparalleled customer service, offering a superior range of products, and creating boutique cigar stores equipped with comfortable sampling lounges.
I’ve always believed in the importance of building a winning team. I empower my staff by delegating responsibilities and keeping them motivated. My management philosophy is rooted in simplicity— ”Keep It Simple, Stupid” (K.I.S.S.)—and I focus on fostering a culture of hard work and passion for the cigar industry.
Our team is dedicated to the cigar business, and we embrace the challenges and excitement that come with it. We work long hours, but we also enjoy the journey together.
Market Trends
What are the current trends in the premium cigar industry, and how is C.Gars Ltd adapting to these trends to stay competitive?
One of the most significant trends is the emergence of a younger demographic of cigar smokers, particularly those aged 24-32. To engage this audience, we are dedicated to providing knowledge and education about our products through ongoing sampling events throughout the year at all locations. This hands-on approach helps us build relationships with new customers and fosters brand loyalty.
We also recognise the increasing importance of e-commerce and digital marketing, adapting our strategies to reach and engage this younger audience effectively.
Product Offerings
How does C.Gars Ltd ensure the quality and uniqueness of its cigar offerings? Can you talk about any recent additions or innovations to your product line?
C.Gars Ltd distinguishes itself through exclusive product lines that we represent or create. Our portfolio includes a range of value lines that cater to every budget, ensuring that we stand behind the quality of every product we offer.
Recent additions to our lineup include:
• Stalla Dhu Single Malt Whisky
• Foragers Gin
• Y Bet Vodka
• El Rumbo Rum
• Mitchellero Nicaraguan and Peruvian cigars
• Inka - Secret Blend Peruvian cigars
• Regius Nicaraguan and Peruvian cigars
We also represent exceptional brands like Arturo Fuente and Aladino and collaborate with renowned brands, including Davidoff, Oliva, Rocky Patel, and Alec Bradley.
Customer Experience
How does C.Gars Ltd cater to the evolving needs and preferences of its customers? Are there any recent customer feedback or initiatives that have influenced your business strategy?
At C.Gars Ltd, we prioritise understanding our clients’ needs, which include high-quality products, knowledgeable staff, and comfortable environments for sampling and events. We actively seek customer feedback to refine our offerings and enhance their experiences.
Our intimate knowledge of our customers allows us to tailor our services effectively, ensuring we meet their expectations and create lasting relationships.
E-Commerce Strategy
With the rise of online shopping, how has C.Gars Ltd leveraged e-commerce to expand its reach and enhance the customer experience? Are there any new online initiatives or features you’re excited about?
As the first cigar e-tailer in the UK, we continuously evolve our website into an information hub, keeping product lines and content fresh and relevant. Our dedicated team updates the site 24 hours a day, every day of the year, ensuring our customers have access to the latest offerings and information.
We’re excited about enhancing the user experience further and exploring new technologies to improve our e-commerce platform.
Sustainability Efforts
Sustainability is becoming increasingly important in various industries. What steps is C.Gars Ltd taking to promote sustainability in its operations and supply chain?
We have made significant strides in sustainability, including transitioning from plastic to recycled paper bags and packaging. This commitment reflects our dedication to reducing our environmental impact and promoting sustainable practices across our operations.
Global Market
C.Gars Ltd has a strong international presence. How does the company navigate the challenges and opportunities in global markets, and what strategies are in place to grow internationally?
Currently, C.Gars parent company Dominique London operates in four countries, and we are actively seeking growth opportunities in new regions. Our international expansion strategy focuses on understanding local markets and tailoring our approach to meet their specific needs.
Future Plans
What are your strategic priorities and goals for C.Gars Ltd over the next few years? Are there any new projects or directions the company is planning to pursue?
C.Gars Ltd is primarily UK-centric, but our parent company, Dominique London, continues to seek acquisition targets in new countries. We aim to expand our product offerings and enhance our market presence globally.
Leadership Style
How do you approach leadership and team management at C.Gars Ltd? What qualities do you believe are essential for leading a successful company in the premium cigar industry?
Our success at C.Gars Ltd stems from exceptional management and staff. Many team members have been with us for over 20 years, reflecting our commitment to fostering loyalty and growth. We prioritise ongoing training and development, ensuring our team has opportunities for advancement within the industry.
We strive to maintain a family business atmosphere despite our growth, ensuring that our customers feel valued and connected to our brand.
C.Gars Ltd is the UK’s leading online retailer of premium cigars, including Cuban and New World varieties, along with fine spirits and accessories. Established in 1997, they offer the largest range of cigars and maintain cigar sampling lounges across the UK and Europe, delivering exceptional customer service 24/7.
Mitchell Orchant Founder