Late 1800s - 1910s The Origins
The story of a family of entrepreneurs between Europe and Africa
The Moranduzzo story began in Castello Tesino with Egidio, eldest of eleven siblings, starting a successful hotel business in Mozambique. Egidio’s brother Adolfo married Olga Krasirova, daughter of honorary citizen Maestro Gabriele Krasiroff, and opened two prestigious jewelry stores in Moscow and Kiev. International spirit, entrepreneurial vision and determination characterized the family from the start, creating the foundation of a long business tradition destined to make its mark for more than a century.
1910 - 1920 Bruno, the Rebirth Bear
A little stuffed bear saves the family from the Russian Revolution
In 1917, the Russian Revolution forced Adolfo and Olga Moranduzzo to flee hastily, leaving behind almost all their possessions. Olga, with great courage and foresight, hides some diamonds inside the stuffed bear “Bruno.” Arriving in Italy, these diamonds will prove to be crucial in starting a new business and securing a future for the family. This dramatic story, a symbol of courage and resilience, became one of the most significant tales in Moranduzzo history, inspiring future generations.
1920 - 1930 A New House in Florence
Adolfo and Olga open a new entrepreneurial chapter in Tuscany
In the 1920s, Adolfo and Olga Moranduzzo settled in Florence, opening an elegant sacred furnishings and costume jewelry store at 19 Via Condotta, in the city’s historic heart. The business quickly became a benchmark for sophistication and quality. In just a few years, the store established itself as a symbol of craftsmanship excellence and prestige, helping to build a solid reputation and creating the foundation for the Moranduzzo family’s enduring bond with the city of Florence.
1930 - 1940 Darius and Helen
The new generation takes the helm of the family business
In 1938, Dario and Elena Moranduzzo purchased the store
on Via Condotta from their uncles Adolfo and Olga. This transition marks a fundamental generational
transition, highlighting the enthusiasm and entrepreneurial talent of the two
young siblings. With their energy and vision, Dario and Elena begin
charting a new course, shaping a future of innovation and creativity
that will lead the company to conquer new markets and become a symbol of Italian Christmas
in the world
1940 - 1950 In 1946 Christmas begins.
Dario Moranduzzo creates Italy's first factory of Christmas decorations
After World War II ended, Dario Moranduzzo returned to Florence rich
in ideas and energy. In 1946, inspired by American soldiers, he founded the first
Italian Christmas decoration factory. In 1947 he produces the first decoration: a
silver galvanized icicle, a symbol of rebirth and hope for Italy
coming out of the war. Thus was born a true Italian icon, destined to
forever represent Italian Christmas and transform Moranduzzo into an
internationally recognized brand.
1950 - 1960 The Great Inventions and "The Italian White Lights"
PVC garland and pea bulb revolutionize Christmas
The 1950s marked a turning point for Moranduzzo thanks to two major technological innovations: the PVC garland in 1952 and the Christmas pea bulb in 1954. These inventions completely redefined the Christmas decoration industry, enabling new designs, greater safety, and wide distribution. In 1959, Moranduzzo’s “Italian White Lights” lit up New York’s prestigious Fifth Avenue, definitively confirming the Florentine company’s international success.
1960 - 1970 The Christmas Tree and the agreement with Philips
Moranduzzo invents PVC tree and divests bulb production
In the 1960s, Moranduzzo made another remarkable innovation:
the PVC artificial Christmas tree, still the absolute benchmark in the industry today.
This technology revolutionized Christmas trees, previously made with viscose,
feathers or aluminum wire, thanks to the safety and strength of flame retardant PVC.
In 1963 Philips, a Dutch electronics giant, acquired the
production line of Moranduzzo Christmas bulbs. In 1966 the large
production facility in Scandicci is inaugurated, a symbol of the brand’s industrial growth
1970 - 1980 Rebirth after the Storm
Moranduzzo overcomes energy crisis and a devastating fire
The 1970s represented a period of great challenge for Moranduzzo: the 1973 energy crisis severely tested the Christmas lights industry, and in 1978 a devastating fire destroyed the Scandicci production facility. That same year Dario Moranduzzo filed patent No. 022889 for the artificial Christmas tree with curved leaves – granted in 1985 by the Ministry of Industry, Ufficio Centrale Brevetti, Rome. With tenacity and determination, the family decides to immediately rebuild the company, once again demonstrating its extraordinary ability to react to difficulties.
1980 - 1990 The Art of Martino Landi
Moranduzzo becomes synonymous with artistic nativity scene in the world
In 1982 Moranduzzo acquired Cromoplasto and began an
exclusive collaboration with sculptor Martino Landi. Thus was born the prestigious crib line
Landi, which quickly established itself for its originality and artistic quality,
conquering national and international markets. This decade also sees
important television advertising campaigns and collaborations with
prestigious brands such as Gucci and Ferrero, further consolidating the visibility and
prestige of the Moranduzzo brand
1990 - 2000 A Special Blessing
Moranduzzo nativity scene wins over Pope John Paul II
In the 1990s Moranduzzo further strengthened its national image with advertising campaigns in major newspapers such as Famiglia Cristiana, reaching millions of Italian families. In 2000 it participated in a prestigious international competition organized by Caritas for the most beautiful statues: the Landi crib won the award and received the special blessing of Pope John Paul II, officially becoming a symbol of spiritual and artistic excellence in the world.
2000 - 2010 The Identity Crisis
A complex decade between imports and loss of origins
The 2000s mark a delicate time for Moranduzzo: the spasmodic pursuit of greater turnover leads the company to move away from its roots. Progressively, Moranduzzo became more of an importer than a producer, losing the focus on quality and Italian identity that had made it world famous. This decade proves to be a crucial one, endangering not only financial strength but also the reputation and historical legacy accumulated over more than half a century of activity.
2010 - 2020 The Third Generation
The revival of Made in Italy, a return to the roots, and the future of Moranduzzo
In 2012, a delicate family phase threatens to jeopardize the company’s future, but the third generation of the Moranduzzo family reacts with strength and determination. Dario, Matteo and Valeria Moranduzzo decide to relaunch the company by eliminating imports and returning to the roots of the most authentic Made in Italy. Thus, new exclusive collections and prestigious collaborations are born, restoring momentum to the brand, proving that family and ties to the territory are the strongest foundations for growth and innovation.
2020 - Today Beyond Christmas
Heritage becoming lifestyle, design and innovation year-round
In recent years, Moranduzzo has transformed its historical heritage into seasonally adjusted collections capable of inhabiting any environment and any season. With Firenze 1946, the brand recounts key moments in its family history through elegant and surprising gift items, while the Signora Flaim line combines the elegance of the Tuscan countryside with the functionality of living and garden design.
Excellent materials and cutting-edge technologies-from laser cutting to 3D printing-side by side with traditional craftsmanship, enabling unique customizations and just-in-time production. The multilingual site and an optimized e-commerce offer customers and retailers a seamless experience while preserving the authenticity of Made in Italy.
Each Moranduzzo creation carries with it more than seven decades of history and innovation, confirming the brand as an ambassador of timeless style that extends well beyond the holiday season.
Excellent materials and cutting-edge technologies-from laser cutting to 3D printing-side by side with traditional craftsmanship, enabling unique customizations and just-in-time production. The multilingual site and an optimized e-commerce offer customers and retailers a seamless experience while preserving the authenticity of Made in Italy.
Each Moranduzzo creation carries with it more than seven decades of history and innovation, confirming the brand as an ambassador of timeless style that extends well beyond the holiday season.
Markets and Channels
Moranduzzo has a presence in various sectors, working with independent stores specializing in sacred furniture, stationery, toys, gifts and home decor.