From a cigar workshop in an attic to an international family of companies
The history of the Vandermarliere Cigar Family began in 1926 in an attic in Moen, Belgium. It was there that Maurits Vandermarliere began producing cigars and laid the foundation for a remarkable business journey. With business acumen, passion and foresight, Guido and Fred Vandermarliere later continued this success story.
Today, the Vandermarliere Cigar Family brings together more than 5,000 people worldwide who, as employees and passionate tobacco enthusiasts, are part of this international family of companies. The centenary provided an appropriate occasion to honour this development while also focusing on the values, corporate culture and future of the company.
Corporate culture in focus: An extraordinary alignment of values
The two-day anniversary programme began on 15 October with a reception for the international sales employees in Belgium. Fred Vandermarliere presented current developments within the company and gave participants a comprehensive insight into the current situation and strategic direction of the Vandermarliere Cigar Family.
A particular focus was placed on corporate culture and the values put into practice. Using an assessment tool from a management consultancy, the company’s business practices and its dealings with employees and business partners were examined more closely. Before the meeting, 3,001 employees had already taken part in a survey. It recorded both their personal values and the values they perceived as belonging to the company, and analysed the extent to which they aligned.
The result was exceptionally positive: while the average score indicated by the consultancy is 55 out of 100, the Vandermarliere Cigar Family achieved an impressive 89 points. This score demonstrates the strong alignment between employees’ personal beliefs, the company’s values and its everyday corporate culture.
However, Fred Vandermarliere did not use the results solely to highlight successes. He was equally open in addressing critical feedback and areas for improvement raised by employees. Further evaluations are intended to help address these findings and continuously develop the corporate culture. In doing so, the company emphasized that a strong foundation of values is based not only on shared beliefs, but also on openness, dialogue and the commitment to continuous improvement.
Casino evening defined by indulgence and elegance
The first day of events culminated on the evening of 15 October with a stylish casino evening. In a festive black-tie atmosphere, guests could purchase chips with play money and try their luck at poker, blackjack and roulette.
The evening was accompanied by selected tobacco products from the Vandermarliere Cigar Family. Highlights included Oliva Cigars, NUB Cigars, Aliados Cigars and Neos cigarillos, complemented by premium cigarillos and cigars from De Olifant. The combination of elegant evening wear, convivial conversation and fine tobacco products made for a successful start to the anniversary celebrations.
A look into the future: New company headquarters in Deerlijk
On Friday, 16 October, participants were treated to a varied programme including visits to various company locations in Belgium. A particular highlight was a tour of the shell of the new company headquarters in Deerlijk, which is scheduled for completion and occupation in 2028.
With the new building, the Vandermarliere Cigar Family is making a clear statement of commitment to Belgium and the region of West Flanders. The architecturally ambitious building will span four floors and, measuring 153 metres in length and 30 metres in height, will be a striking structure. The concept combines modern architecture with natural elements and creates space for a contemporary working environment.
Particularly impressive is the planned design of the third floor, conceived as a place for rest and relaxation for employees. An open design featuring trees and plants is intended to create a forest-like atmosphere. The concept is complemented by a pond approximately 60 metres long, within the footprint of which a 25-metre-long swimming pool for employees is planned.
The architecture firm’s presentation and the tour of the current construction progress gave visitors an impressive insight into how the combination of a modern workplace, nature and employee-focused design is intended to be realised in the future. The new headquarters are therefore far more than a construction project: they represent a long-term commitment to the West Flanders region and to the people who shape the development of the company.
Insights into the long-standing tradition of Neos cigarillo production
Alongside looking to the future, industrial production was also on the programme. At Neos Cigarillos in Handzame, participants gained insight into the highly mechanised yet detail-rich production of machine-made cigarillos.
Even for experienced tobacco experts, the production process offered fascinating insights. The individual production steps, the precise coordination of the machines and the processing of the raw tobaccos used demonstrated how much expertise and experience lie behind the production of high-quality tobacco products. The intense aroma of the raw tobaccos, which filled the production rooms, gave the tour a very special atmosphere.
Festive highlight with more than 500 guests
The main anniversary celebration took place on the evening of 16 October, directly opposite the new company headquarters. More than 500 guests gathered in an elaborately appointed marquee to celebrate the centenary of the Vandermarliere Cigar Family in fitting style, with a 1920s theme.
The evening focused not only on the impressive company history and the shared celebration, but also on the people who had made this success possible over decades. As part of the event, employees from various parts of the world were honoured for their long service. Among those recognised were employees with 25 and 35 years of service to the company.
These tributes gave the evening a special personal touch and highlighted the importance of loyalty, solidarity and a sense of belonging to the company within the Vandermarliere Cigar Family.
The event also set high standards in culinary terms. The dinner and drinks service was of an exceptionally high standard. A particular highlight was the dessert, which surprised guests with a presentation that was both creative and rich in detail.
An incredibly realistic-looking Oliva Serie V Double Robusto cigar was served in a De Olifant wooden cigar box. Contrary to initial impressions, however, it was not a tobacco cigar, but an expertly crafted pastry and chocolate confection. The chocolate cigar was filled with a cream and served on a sponge base with Jules Destrooper crumble. It was accompanied by fine vanilla ice cream.
Its astonishingly realistic appearance, craftsmanship and flavour made this dessert an unforgettable highlight of the evening. The creation connected the world of tobacco enjoyment with the art of patisserie in an original way and left a lasting impression on the guests.
A century of history – and looking ahead
After the festive dinner, celebrations continued into the early hours of the morning. The evening was accompanied by a selection of cigars and cigarillos from Cortes, Neos, De Olifant, NUB, Aliados and Oliva. In a relaxed atmosphere, guests had the opportunity to deepen connections, exchange experiences and reflect on the shared experiences of the anniversary.
The centenary of the Vandermarliere Cigar Family was much more than a look back at a successful company history. The celebrations combined recognition of the company’s roots with a clear commitment to its employees, its corporate culture and its base in Belgium. At the same time, the new headquarters in Deerlijk demonstrated the ambition to continue this success story over the coming decades.
A century after its beginnings in an attic in Moen, the Vandermarliere Cigar Family stands for tradition, entrepreneurial foresight and an international community whose shared values form the foundation for the future.
