HOW TO CREATE A LIFESTYLE BRAND (feat. John Peter Laurendi, Peter James Co.)

In this all-new episode of Deep Cuts Live with host Antoine Reid, John Laurendi shares how he turned his cigar hobby into a lifestyle brand, Peter James Co. Learn how John approached building his company and expanding it from its original product category of luxury leather cigar cases to include other cigar accessories and adjacent products such as organic coffee, parfums, sofas and more. John also gives insight into how his company approached launching its very own premium cigar brand, Los Estoico, which made its official debut in the summer of 2022. Watch until the end when he shares his motivations and what success means and is to him.

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