From Cigar Haven to Cannabis Hub: Torches Ignites Midtown Manhattan
A new retail cannabis outlet, Torches, has opened its doors on 42nd Street just off Fifth Avenue, a location that speaks volumes about the shifting cultural landscape of New York City. The space, formerly the Nat Sherman Townhouse from 1930 to 2020, was a renowned destination for hand-rolled cigars and premium tobacco products. Its closure followed the acquisition of the Nat Sherman company by industry giant Altria, a transition that coincided with cannabis eclipsing the cigar as the ultimate symbol of urban indulgence for the city’s elite.Stepping inside Torches, visitors are greeted by an indoor balcony overlooking a central room adorned with glass display cases. Budtenders stand ready behind a counter that once led to the humidor, offering a diverse array of products. From dried flower and pre-rolls to edibles, vapes, concentrates, tinctures, topicals, and accessories, the selection caters to a wide spectrum of consumers, featuring brands from large multi-state operators to local, independent businesses.
jonathan Santana, a member of the torches team, proudly highlights their curated menu. “We take pride in offering what we believe is the best cannabis menu in the market-diverse,high-quality and built for every type of consumer,” he states. santana also emphasizes the significance of their chosen location. “After Nat Sherman closed in 2020, the building remained vacant-a historic Midtown space frozen in time. We took over the property in mid-2022 with a vision to breathe new life into it while honoring its legacy.”
The former humidor now offers a glimpse into the building’s past, with plans to transform the downstairs area into a consumption lounge, mirroring its former use for cigar aficionados. Shelves still display small, personal lockers, once used by patrons to store their tobacco and spirits, each bearing the names of notable figures like former mayor Rudy Giuliani, actor Robert John Downey Jr., and hip-hop talent manager Paul Rosenberg. One locker, simply labeled “The Legend,” is speculated by Santana, with a knowing smile, to have belonged to Frank Sinatra.After navigating “regulatory hurdles,” including a period awaiting the lifting of an injunction on new cannabis licenses in New York state, Torches initially opened as Polanco Brothers Cannabis Dispensary in March 2024. The rebranding to Torches occurred in July, following the completion of their brand vision.
This vision includes ambitious collaborations with New York cultural icons. “We’re working with Knicks Film School to host a live podcast and cross-collaborative event in the coming weeks,” Santana reveals, referencing the respected independent podcast known for its in-depth analysis and interviews focused on the New York Knicks. “The partnership merges cannabis culture with New York sports and storytelling in a way that feels organic and exciting.”
Santana and the three Polanco brothers, all named José and hailing from the Dominican Republic, share a common upbringing in Jamaica, Queens. “We have been friends since middle school,” Santana shares. License-holder José A. Polanco elaborates on the Torches ethos: “We want to build on the history of the building, do somthing with that elegance, but still in a cool and down-to-earth kind of way. It was a very exclusive space, but now it’s more about inclusivity, bringing together everyone who’s…”
