Daniel Höldke Takes Over Paul Bugge GmbH

Effective October 1, 2026, Daniel Höldke took over leadership of the family-owned business from his father, Norbert Höldke. The company remains family-run. Norbert Höldke will contribute his experience and industry network as a Brand Ambassador and support the company, particularly in brand presentations, events, and seminars.

The handover marks the next step in a journey that began in 1951 with Paul Bugge’s sale of cigars and tobacco products. In 1998, Norbert Höldke took over Zigarrenhaus Bugge and expanded the business beyond traditional specialty retail.

Daniel Höldke has been with the company since his youth. As early as 1999, he launched his first project for an online cigar shop. After earning a degree in business administration from Friedrich-Alexander University of Erlangen-Nuremberg, he assumed leadership responsibilities alongside his father in 2009.

“Over the past few decades, we have laid a solid foundation: with reliable partners, a well-established distribution network, our own brands, and close ties to specialty retailers. I want to build on that. Our goal is to further develop our brands, tap into new market potential, and at the same time nurture the partnerships that define our business,” says Daniel Höldke.

Focus on In-House Brands, Distribution, and Brand Experience


A key focus of the company’s future development lies in its own premium cigar brands. With Leonel Cigars, Paul Bugge has established its own brand, manufactured in Nicaragua. The further development of the brand portfolio and the expansion into additional markets through existing distribution partners are set to play an important role in the future.

Another milestone in the company’s recent history is the collaboration with Ralf Schumacher. Together, Paul Bugge and Ralf Schumacher developed the Schumacher Selection Cigar in 2025.

In addition, expanding sales channels remains a key growth driver. The goal is to strengthen partnerships with specialty retailers and expand the reach of the company’s own brand.

Continuity Through the Experience of the Outgoing Managing Director

Norbert Höldke will remain closely connected to the company even after the handover. As Brand Ambassador, he will continue to represent the brands, participate in events and seminars, and contribute his many years of experience to the company’s future development.

“Handing over the reins to Daniel is a special milestone for me. We have worked together for many years to develop the company. I am delighted that he is now taking on this responsibility and shaping the next chapters. I remain deeply committed to the company and the cigar industry,” says Norbert Höldke.

Daniel Höldke emphasizes that the company’s continued growth should be built on a strong sense of teamwork. He extends special thanks to the team, as well as to the customers, suppliers, and business partners who have supported the transition and accompanied the company’s development over many years.