Ferdinand Piet Leaves LOFB Cigars, Launches New Asia-Pacific Focus

Ferdinand Piet has left LOFB Cigars after more than two years with the company, where he served as Head of Europe, Asia & the Middle East.

Piet joined LOFB in August 2024 and was instrumental in developing the brand’s international distribution network. During his tenure, LOFB established distribution and market presence across Europe, the Middle East, South Africa, Oceania and a number of Asian markets.

“It has been an interesting two years, and we made significant progress in bringing LOFB into new markets. We secured distribution across a large part of the international market, and I am proud of what we achieved together.”

Ferdinand Piet

“However, I feel the time is right for someone else to take the brand forward and to the next level. The mission behind LOFB still speaks to me, and I would like to thank Adam and everyone at LOFB, both past and present, for the last two years.”

Focus shifts to The Straits Cigar Company

Following his departure from LOFB, Piet will concentrate on The Straits Cigar Company, the Singapore-based cigar business he operates with two partners.

The company imports premium cigars into Singapore and supplies licensed private clubs and F&B establishments. It is also preparing to open its own retail operation, allowing Piet to devote more time to the company’s expansion.

In addition, Piet plans to work as an independent broker and brand representative for a limited number of premium cigar companies looking to establish or expand their presence in Asian markets.

“I want to keep the number of brands deliberately limited. The idea is to work closely with brands where I can genuinely add value, rather than simply taking on a large portfolio.”

Ferdinand Piet

Piet held discussions with several companies interested in Asian representation during InterTabac in Dortmund. He will now evaluate those opportunities and select the brands that best fit his plans for the region.

Exploring an Asia-Pacific distributor alliance

Piet is also exploring the formation of an Asia-Pacific Cigar Alliance, an initiative designed to address some of the logistical and commercial challenges faced by distributors operating in smaller markets.

The concept emerged during a conversation with Grant Ovenden of New Zealand-based Long White Cloud Distributors.

Many South-East Asian markets are relatively small individually. As a result, distributors can struggle to meet minimum order quantities for cigars, while the same applies to items such as regulatory-compliant packaging and other market-specific requirements.

A regional alliance could allow distributors to cooperate on selected purchasing and operational requirements while maintaining brand exclusivity and established distribution relationships in their respective territories.

“The idea came up during a conversation with Grant, and the more I thought about it, the more interesting it became.”

“Asia-Pacific has a number of relatively small but potentially attractive cigar markets. Individually, they can be difficult to service efficiently. By working together where it makes sense, distributors may be able to overcome some of those barriers without compromising their individual businesses or brand relationships.”

Ferdinand Piet

The project remains at an exploratory stage. Piet plans to speak with distributors and other industry stakeholders over the coming months to determine whether the concept is commercially viable and what structure would work for participating companies.

A new chapter in Asia

Piet has almost two decades of experience in the premium cigar business, including roles in sales, distribution, brand development, international market expansion and cigar media across Europe and Asia.

His departure from LOFB marks a return to an independent role within the cigar industry, combining his work with The Straits Cigar Company with selected brand representation and the development of new opportunities for cooperation within the Asia-Pacific market.

“I have always enjoyed the international side of the cigar business. This next step gives me the opportunity to focus on the areas where I believe I can make the biggest difference — building our own business, helping the right brands enter Asia, and potentially bringing distributors together to make the region easier to do business in.”

Ferdinand Piet