An Interview with Oscar Boruchin
Owner of Licenciados and 8-9-8 Collection cigars.
Marvin R. Shanken
From the Print Edition:
Wayne Gretzky, Mar/Apr 97
(continued from page 12)
CA: You have the three tiers of your business--mail order, wholesale and retail. By 1995, what were the total sales of your business?
Boruchin: Last year, we did about $11 million.
CA: What was it in 1992?
Boruchin: We did around $7 million in 1992.
CA: In 1996, what are you projecting now?
Boruchin: Over $22 million. We've doubled the business.
CA: In one year?
Boruchin: In one year.
CA: Of the $22 million, how much is mail order, wholesale and retail?
Boruchin: At one time, wholesale was 80 percent, 85 percent of my business. Today, it's 50 percent. The reason in the change is that our retail business has increased so much that no matter how much more the national companies have been giving us, we don't have enough to wholesale it. We are selling directly to consumers. The store is tremendous. The mail-order is tremendous. So, wholesale and the retail side is about a 50-50 split.
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