Foundation Cigar Company has announced the appointment of George Frakes as its new Director of International Sales, a strategic move that underscores the company’s commitment to strengthening its presence in Europe and expanding its footprint in key international markets.
Frakes brings extensive industry knowledge and a proven track record of success from his work at J.J Fox in London and 1573, where he cultivated a reputation for building strong relationships and driving brand growth. In his new role, Frakes will spearhead Foundation’s sales initiatives across Europe, working directly with Schuster Cigar Company, Foundation’s trusted distribution partner in the region. Beyond Europe, he will also oversee the company’s broader international sales strategy, focusing on retail growth, market development, and global brand building.
As Director of International Sales, Frakes will be responsible for promoting the Foundation Cigars portfolio to current and prospective retail accounts, supporting in-market activations including trade shows, events, and in-store promotions, and strengthening distributor relationships. He will also provide ongoing market insights and sales updates to support Foundation’s leadership team in strategic planning and execution.
“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.
