*The new franchise location will combine Entre Humos®‘ hospitality culture with Riviera Marketplace’s community-driven vision and premium lifestyle, at the border of Guaynabo and Bayamón.
Entre Humos Franchises LLC announced the signing of its first franchise agreement to establish a new location at Riviera Marketplace, the new retail and lifestyle destination currently under development on the border of Guaynabo and Bayamón. The agreement marks a major milestone in the brand’s expansion, bringing together two Puerto Rican concepts that share a common vision: creating spaces where hospitality, community, and premium experiences take center stage.
The new location will be operated by Sociedad del Humo LLC. and is scheduled to open in September 2026. More than simply a specialized cigar lounge, the new Entre Humos® location has been conceived as a premium retail experience, where expert guidance, personalized service, and a genuine sense of hospitality transform every visit into an opportunity to discover, connect, and engage in meaningful conversation.
Riviera Marketplace was also created with a vision that extends beyond the traditional shopping experience. Its concept encourages visitors to shop, enjoy its culinary offerings, stay, and connect within a warm, dynamic, and welcoming environment. The project aims to become a gathering place for the community and a destination where lasting memories are created, not simply a place to pass through.
Its architecture blends Riviera-inspired aesthetics with contemporary design principles, creating a distinctive, functional environment centered around people. This attention to atmosphere, detail, and the overall guest experience naturally aligns with Entre Humos®, a brand that has built its identity around service, conversation, and lasting relationships.
Its architecture blends Riviera-inspired aesthetics with contemporary design principles, creating a distinctive, functional environment centered around people. This attention to atmosphere, detail, and the overall guest experience naturally aligns with Entre Humos®, a brand that has built its identity around service, conversation, and lasting relationships.
“From the very beginning, Entre Humos® has understood that hospitality is not an addition to the experience—it is the experience. It begins with welcoming people, listening, providing guidance, and making every person feel part of a community. Riviera Marketplace shares that same philosophy. That’s why our first franchise could not have found a more natural home.” — Cándido Alfonso, President, Entre Humos®
The new lounge will bring Entre Humos®’ signature offering to Riviera Marketplace: a carefully curated selection of premium cigars and accessories for adult consumers, supported by expert knowledge, education, and personalized service. The team will be prepared to assist both experienced enthusiasts and adults discovering premium cigars for the first time, always within an elegant, welcoming, and respectful environment.
For Entre Humos®, premium cigar culture is inseparable from shared time, conversation, and celebration. Across its hospitality concepts, this philosophy is also expressed through world- class cocktail programs featuring thoughtfully designed pairings, refined technique, creativity, and attentive service. That same commitment to detail will guide the integration of the new location into the Riviera Marketplace community.
“Becoming the first Entre Humos® franchisee represents both the privilege and the responsibility of bringing a brand built on service, expertise, and relationships to a new community. We want this location to become a natural part of Riviera Marketplace and for every guest to enjoy a warm, authentic, and memorable experience.” — Ricardo Fernández, Entre Humos® Franchisee
The Entre Humos® franchise program was designed to selectively expand its network of specialized lounges while preserving the culture that distinguishes the brand. Franchise operators receive support in site evaluation, planning, operational design, humidor development, product selection, technology, marketing, and training, with particular emphasis on hospitality protocols and personalized service.
Training also includes specialized educational resources and access to The Cigar Academy by the Premium Cigar Association, for which Entre Humos® serves as the official representative in Puerto Rico. The objective is for every team to combine product expertise with the ability to welcome guests, provide guidance, and build trust, because a premium experience depends as much on how it is delivered as on what is offered.
This agreement marks the beginning of a selective and disciplined growth strategy. Entre Humos® will grant a limited number of franchise territories and will partner only with operators who, in addition to meeting its operational standards, demonstrate a genuine commitment to the communities they will serve and to preserving the local identity of each market.
With more than two decades of experience in entrepreneurship, premium brand management, and hospitality, the founders of Entre Humos® have developed a concept that combines specialized expertise, strategic partnerships, a carefully curated product offering, and the warmth of Puerto Rican hospitality.
“We want to grow with purpose by bringing our experience to new communities without losing the closeness, authenticity, and hospitality that brought us here. Every new location should unmistakably feel like Entre Humos®, while at the same time belonging to the community that welcomes it.” — Cándido Alfonso, President, Entre Humos®
Entre Humos® continues to evaluate candidates for strategic franchise territories throughout Puerto Rico. Individuals and business groups interested in learning more about the franchise program may contact franchise@entrehumos.com.
ABOUT ENTRE HUMOS®
Entre Humos® is a Puerto Rican premium lifestyle brand specializing in premium cigars, accessories, and hospitality experiences for adult consumers. Its concept combines a carefully curated product selection, expert knowledge, education, and personalized service with a world- class cocktail program designed to create memorable pairings, meaningful conversation, and genuine connection.
Through Entre Humos Franchises LLC, the company is developing a limited network of franchised lounges under a selective growth model focused on preserving the quality, identity, and experience that define the brand. Entre Humos® is also the official representative of The Cigar Academy by the Premium Cigar Association in Puerto Rico.
For more information about franchise opportunities, please contact
franchise@entrehumos.com.
