What 5TH Avenue PRODUCTS TRADING does

5THAVENUE Products Trading-GmbH is a privately held German distributor headquartered in Waldshut-Tiengen and founded in 1989 by Heinrich Villiger in partnership with Cuban Habanos S.A. as the world's first joint venture for exclusive import and distribution of Cuban cigars. The company holds exclusive importer rights for Habanos and Mini Cubanos in Germany, Austria, and Poland, distributing more than 30 Habanos brands in approximately 200 formats, including ultra-premium lines such as Cohiba Behike, alongside Cuban mini cigars (Cohiba Mini, Montecristo Minis, Partagás Minis, etc.) and a growing non-Cuban portfolio led by the VegaFina brand, with newer additions including Flor de Copán, Capitol, and Henry Clay.

Name

5TH Avenue PRODUCTS TRADING

Legal name

5THAVENUE Products Trading-GmbH

Website

https://5thavenue.de

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

5THAVENUE Products Trading-GmbH is the exclusive importer of Cuban Habanos cigars and mini cigars for Germany, Austria, and Poland, distributing 30+ brands through a three-tier certified retail network of approximately 1,800 specialty tobacco retailers.

Ownership category

akta.pro rank

Product category

Premium Cigar Distribution

NAICS

Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)

SIC

Tobacco Products (2100)

akta.pro primary industry

Tobacco & Nicotine Specialty Shops (Tobacconists) (CRANADAE)

akta.pro secondary industry

Cigar & Premium Tobacco Retail (CRANADAB)

Keywords

• Cuban cigar distribution
• Habanos import services
• Premium tobacco wholesale
• Certified cigar retailers
• Tobacco distribution network

Headquarters

HQ city

Waldshut-tiengen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Habanos Distribution: As the exclusive importer of Habanos for Germany, Austria, and Poland, 5TH Avenue generates revenue through distributing Cuban premium cigars to authorized retailers. The company distributes over 30 Habanos brands in approximately 200 formats. Revenue is generated through wholesale distribution of cigars and accessories to certified retail partners including La Casa del Habano, Habanos Specialist, and Habanos Point outlets.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

5THAVENUE Products Trading-GmbH is the official exclusive importer and distributor of Habanos (Cuban cigars) and Mini Cubanos for Germany, Austria, and Poland. Founded in 1989 by Heinrich Villiger as the world's first joint venture with Cuban Habanos S.A., the company distributes more than 30 Habanos brands in approximately 200 formats through a hierarchical network of certified retail partners, supplemented by non-Cuban cigar brands including VegaFina, Flor de Copán, Capitol, and Henry Clay.

Product overview

5TH Avenue Products Trading-GmbH is the official exclusive importer of Habanos (Cuban cigars) and Mini Cubanos in Germany, Austria, and Poland, founded in 1989 as the world's first joint venture for Cuban cigar distribution. The company operates a portfolio of over 30 Habanos brands in approximately 200 formats (including premium lines like Cohiba Behike), Cuban Mini Cigars (Zigarillos) in five formats (Mini, Club, Short, Minuto, Purito), and non-Cuban cigars including the VegaFina brand (Linea Clasica, Linea Fortaleza 2, Linea Nicaragua, Linea 1998), Flor de Copán, Capitol, and Henry Clay. The company supports its product distribution through three retail certification concepts: La Casa del Habano (160 premium stores globally), Habanos Specialist (700 stores worldwide), and Habanos Point (1,600 stores globally). Additional services include the Zigarren-Finder tool, downloadable price lists, strength classification guides, and format reference materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Habanos Zigarren (Cuban Cigars) Premium Cuban handcrafted longfiller cigars from the Vuelta Abajo tobacco region, distributed across more than 30 Habanos brands (including Cohiba, Montecristo, Romeo y Julieta, Partagás, Trinidad, H. Upmann, Quai d'Orsay, Bolívar, Vegas Robaina, Vegueros, and others) in approximately 200 different formats. Targeted at certified tobacco specialty retailers.
• Cuban Mini Cigars (Zigarillos) Machine-made cigarillos produced from 100% Cuban tobacco of the Vuelta Abajo region, available in Mini, Club, Short, Minuto, and Purito formats. Brands include Cohiba Mini, Montecristo Minis, Romeo y Julieta Minis, Partagás Minis, Trinidad, J.L. Piedra, and Guantanamera.
• Non-Cuban Premium Cigars (VegaFina, Flor de Copán, Capitol, Henry Clay) Non-Cuban premium cigar portfolio including VegaFina (Linea Clasica, Linea Fortaleza 2, Linea Nicaragua, Linea 1998, hand-rolled at Tabacalera de García), Flor de Copán (Honduran), Capitol, and Henry Clay. VegaFina is described as the world's best-selling non-Cuban premium cigar brand excluding the U.S. market.
• La Casa del Habano Retail Concept Most exclusive tobacco specialty stores for Habanos worldwide, offering the complete Habanos assortment, cigar lounges, tasting events, and exclusive specialty/limited edition formats. 15 locations in Germany.
• Habanos Specialist Certification Program Certification program for tobacco specialty stores demonstrating exceptional Habanos assortment, competence, and passion. Includes exclusive access to limited editions and priority access to new releases, plus training and the Habanos Academy program with workshops in Germany and Cuba.
• Habanos Point Certification Entry-level retailer certification requiring consistent Habanos assortment and proper storage in climate-controlled cabinets or walk-in humidors. Approximately 1,600 locations worldwide, including 107 in Germany.

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Habanos S.A.coreStrategic or Co-development Partner · 1 January 1989Founded in 1989 by Heinrich Villiger together with Cuban Habanos S.A. as the world's first joint venture for exclusive import and distribution of Habanos cigars. 5TH Avenue serves as the exclusive importer for Germany, Austria, and Poland.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Oettinger Davidoff: Global premium cigar and tobacco retailer/manufacturer with broad portfolio including Davidoff-branded cigars and Davidoff of Geneva flagship stores. Competes at the premium end of the same consumer base 5TH Avenue serves through its certified retail network.
• Scandinavian Tobacco Group: Large European pipe-tobacco and cigar conglomerate with broad product portfolio across machine-made and premium handmade cigars. Competes indirectly for retailer shelf space and consumer share across DACH and broader European markets.

Direct peers

• J. Cortès: Belgian premium cigar manufacturer and distributor with European distribution footprint. Comparable as a European cigar-focused company with branded portfolio and B2B retail distribution model, including own branded cigarillos.
• Pacific Cigar Company: Exclusive Habanos distributor for Asia-Pacific (Hong Kong-based). Operates LCDH franchises and Habanos Specialist network across APAC — direct comparable on Habanos S.A. exclusive-import model and three-tier retail program.
• Arnold André: German cigar manufacturer and distributor headquartered in Bünde, Germany. Closest in-market peer for 5TH Avenue's non-Cuban German distribution; produces and distributes multiple premium cigar brands competing for the same German tobacconist shelf space.
• Habanos Nordic: Exclusive Habanos distributor for the Nordic region. Same exclusive-import arrangement with Habanos S.A. and similar three-tier Habanos Specialist/Point retail certification model, serving smaller but premium DACH-adjacent markets.
• Hunters & Frankau: Exclusive UK importer and distributor of Habanos, founded 1790. Most direct peer — same supplier relationship model with Habanos S.A., same three-tier retail network structure (LCDH, Habanos Specialist, Habanos Point) adapted to the UK market.
• Tabacalera / Altadis: Exclusive Habanos distributor for Spain and broader markets, part of Imperial Brands. Operates La Casa del Habano and Habanos Specialist programs in Iberia — closest comparable peer by distribution model and Habanos S.A. partnership structure.
• Agio Cigars: Dutch-based cigar manufacturer and distributor with pan-European cigar presence (Panter, Agio, Mehari's brands). Comparable European cigar B2B distributor competing for the same tobacconist and convenience-channel retail partners.

Others

• Villiger Söhne: Swiss premium cigar manufacturer and family-owned business founded by the Villiger family. Related-party peer given shared ownership heritage with 5TH Avenue (Heinrich Villiger) — operates as a cigar manufacturer/marketer rather than exclusive distributor, but occupies adjacent value-chain position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/5th-avenue-products-trading

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 5TH Avenue PRODUCTS TRADING