This brand is lighting up Las Vegas retail

The ranks of smokers may be dwindling but there is one place where lighting up remains socially acceptable and one iconic brand is capitalizing on the situation.

Zippo plans to operate six retail stores in Las Vegas by 2015 after recently opening its third location inside the MGM Grand Hotel & Casino with its partner Sourcing Network International (SNI). Two other stores opened earlier this year at the Luxor Hotel and Casino and the Miracle Mile Shops at Planet Hollywood. Future locations have not been identified, but SNI services product to more than 150 U.S. casinos and under its agreement with Zippo is tasked with adding the concepts to as many of those locations as possible.

“Casinos represent an untouched, yet promising retail medium for Zippo, especially considering that Zippo windproof lighters in the luck and gambling category are perennial best sellers,” said Mark Paup, Zippo’s vp of sales and marketing. “Today, Zippo is more than lighters and has become a sought-after lifestyle brand. We are excited to work with these MGM Resorts International properties and SNI to introduce a new array of products to a whole new audience.”

The three Las Vegas locations range in size from 500 to 700 square feet and feature windproof lighters, of course, along with related lighter products, apparel, bags, fragrances and small leather goods. The Las Vegas stores are in addition to Zippo’s locations in China.

“Zippo is a name that conjures images of Americana, and its products are set apart by their authenticity and utility,” said SNI CEO Todd Cohen. “This brand is definitely a great fit for the casino demographic. Our plan is to introduce Zippo products to as many casinos as possible.”

Zippo is an iconic American brand founded in 1932. The company has manufactured more than 500 million windproof lighters which are sold in 160 countries.