Entre Humos has announced it will open its first franchise at Riviera Marketplace in Puerto Rico. Riviera Marketplace is a new retail and lifestyle destination currently under development on the border of Guaynabo and Bayamón, located west of San Juan. The new location will be operated by Sociedad del Humo LLC and is slated to open in September 2026.
A specialized cigar lounge and retail store highlight the new franchise. The location will also offer hospitality featuring expert guidance and personalized service around the retail component, which features a curated selection of premium cigars and accessories. According to Entre Humos, Riviera Marketplace is a vision that is intended to go beyond the traditional shopping experience. The concept encourages visitors to enjoy hospitality offerings such as culinary offerings and now premium cigars.
“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,” said Cándido Alfonso, President, Entre Humos, in a press release.
“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, “added 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.
“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, “added Cándido Alfonso.
Entre Humos is planning to expand through franchising. The company also handles distribution for several brands in the Puerto Rican market.
