Foundation Cigar Company has appointed George Frakes as Director of International Sales, with an initial focus on Europe and continued expansion in key global markets. Frakes will work directly with Schuster Cigar Company, Foundation’s distribution partner in the region, while also shaping broader international strategy.
Frakes previously held roles at J.J. Fox in London and 1573, where he built relationships and supported brand growth. At Foundation, he’ll promote the portfolio to current and prospective retailers, support in-market activations (trade shows, events, and in-store promotions), strengthen distributor ties, and provide market insights to leadership.
“With my schedule stretched across multiple projects, it was crucial to have someone focused exclusively on our international markets. George’s expertise, professionalism, and passion for cigars make him the ideal fit to enhance communication, deepen collaboration, and ensure sustained growth for Foundation abroad. His leadership will allow us to better support our partners and meet the growing demand for Foundation cigars worldwide.” said Nicholas Melillo, Owner and Founder of Foundation Cigar Company.
“Foundation Cigar Company holds such a remarkable place in so many people’s lives, all thanks to a truly unique way of weaving ancient and poignant stories through the prodigious use of exceptional and rare tobaccos. No stone – or leaf – is unturned. I am deeply honored to work with our valued distribution partners to strengthen existing relationships, support retail growth and open new doors for Foundation in global markets.” said George Frakes, Director of International Sales.
Frakes will begin his role ahead of the InterTabac Trade Show in Dortmund, Germany, joining the Foundation team for meetings and events with international partners.
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