STG Acquires Room101 Cigars and Retains Matt Booth as Creative Director
Scandinavian Tobacco Group (STG) announced on June 14, 2022, that the company has acquired the Room101 cigar brand from Matt Booth who has been retained as Creative Director. The acquisition is limited to Room101 cigars and does not include other Room101 entities.
Room101 Cigars
Room101 entered the premium tobacco space in 2009, bringing transformative innovation to the category. Founder Matt Booth proudly served in a cast of characters and branding disruptors in the creation of what has ultimately become the boutique segment of the market. Inspired by the European jet-set brands of the 1960s and anchored in Los Angeles, the Room101 portfolio includes Payback, 10th Annv, Doomsayer, Farce, Hit and Run, and The T, as well as Snake Shake, a limited edition release.
STG & Room101
Régis Broersma, president of STG’s North America and Rest of World divisions, said, “Our acquisition of Room101 Cigars is a strategic move for both STG and Matt Booth and underpins our collective drive to shake up the category.”
According to a press release, Room101 Cigars will complement STG’s handmade cigar portfolio, which features heritage and boutique brands. STG’s Forged Cigar Company will distribute Room101.
Broersma also said, “The Room101 cigar portfolio represents a blue ocean of blends and taste profiles we haven’t been playing in. So this acquisition gives us an even deeper opportunity to innovate and unlock the brand’s potential. We’re looking forward to tapping Matt’s boundless creativity, to do some really cool cigar projects with him, and to work alongside him to keep Room101 true to its roots.”
For his part, Booth said that it is now time for the brand to move to the next level, and called the transaction a “watershed moment.” Matt said, “Room101 Cigars has found its forever home with STG, and I am extremely excited to be part of a company that is willing to invest in creative integrity and bold innovation. This partnership will empower Room101 Cigars to stretch outward and become the first true global craft brand in the category,” Booth said.
About STG
Scandinavian Tobacco Group is a world-leading manufacturer of handmade and machine-rolled cigars. STG employs approximately 10,000 people worldwide and is the largest internet and catalog retailer of cigars and cigar accessories in the US.
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