The new location will combine Entre Humos®’ hospitality culture with
Riviera Marketplace’s community-driven vision and premium lifestyle.
San Juan- Puerto Rican premium lifestyle brand Entre Humos® has signed its first franchise agreement, marking a significant milestone in the company’s expansion strategy with a new location planned for Riviera Marketplace, the mixed-use retail and lifestyle destination under development on the border of Guaynabo and Bayamón.
Scheduled to open in September 2026, the location will be operated by Riviera Marketplace and represents the first step in Entre Humos®’ selective franchise model, designed to grow the brand while preserving its hospitality-focused identity and customer experience.
The new venue will combine Entre Humos®’ signature hospitality culture with Riviera Marketplace’s community-focused vision and premium lifestyle concept, creating a destination where customers can shop, socialize and enjoy curated experiences in a welcoming environment.
Designed as more than a traditional cigar lounge, the location will feature a curated selection of premium cigars and accessories for adult consumers, complemented by expert guidance, educational resources and personalized service. The concept also incorporates Entre Humos®’ signature hospitality experience through world-class cocktails and thoughtfully curated pairing experiences.
“Since day one, Entre Humos® has believed that hospitality is not simply part of the experience—it is the experience,” said Cándido Alfonso, president of Entre Humos Franchises LLC. “Riviera Marketplace shares that philosophy, making it the ideal home for our first franchise.”
The company’s franchise program provides operators with comprehensive support, including site selection, operational planning, humidor development, merchandising, technology, marketing and hospitality training. Franchisees also gain access to educational resources through The Cigar Academy of the Premium Cigar Association, for which Entre Humos® serves as the official representative in Puerto Rico.
Entre Humos® said it plans to pursue a disciplined expansion strategy by awarding a limited number of franchise territories to operators who demonstrate strong business capabilities and a commitment to serving their local communities.
Founded by entrepreneurs with more than two decades of experience in premium brands, hospitality and retail, Entre Humos® has built its reputation around curated products, industry expertise and personalized customer service.
The company continues evaluating franchise opportunities in strategic markets throughout Puerto Rico.
