Our Story
Over seventy years of Italian Christmas, from a Florentine workshop in 1946 to today.
Our Story
A family of entrepreneurs between Europe and Africa
The Moranduzzo story begins in Castello Tesino with Egidio, the eldest of eleven siblings, who builds a thriving hotel business in Mozambique. Adolfo, Egidio's brother, marries Olga Krasirova and opens two prestigious jewellery shops in Moscow and Kyiv. International spirit, entrepreneurial vision and determination mark the family from the very start, laying the foundations of a tradition destined to leave its mark for over a century.
A rag teddy bear saves the family from the Russian revolution
In 1917 the Russian revolution forces Adolfo and Olga Moranduzzo to flee, leaving almost everything behind. With great courage, Olga hides a number of diamonds inside the rag teddy bear “Bruno”. Once in Italy, those diamonds prove decisive in starting a new business and securing the family's future. A story that stands for courage and resilience, and one of the most telling in Moranduzzo's history.
A new chapter of enterprise opens in Tuscany
In the 1920s Adolfo and Olga Moranduzzo settle in Florence, opening an elegant shop of religious furnishings and costume jewellery at Via Condotta 19, in the historic heart of the city. The business quickly becomes a byword for refinement and quality, establishing itself as a symbol of artisan excellence and laying the ground for the family's lasting bond with Florence.
The new generation takes the helm
In 1938 Dario and Elena Moranduzzo buy the Via Condotta shop from their uncle and aunt, Adolfo and Olga. The handover marks a decisive generational shift, carried by enthusiasm and entrepreneurial talent. With their energy and vision, Dario and Elena begin to trace a new path, shaping a future of innovation that will make the company a symbol of the Italian Christmas around the world.
Italy's first Christmas decoration factory is born
When the Second World War ends, Dario Moranduzzo returns to Florence full of ideas. In 1946, inspired by the American soldiers, he founds Italy's first Christmas decoration factory. In 1947 he produces the first ornament: a silver-galvanised icicle, a symbol of rebirth and hope for a country emerging from war. An icon is born, destined to stand for the Italian Christmas for ever.
The PVC garland and the pea bulb revolutionise Christmas
The 1950s mark a turning point thanks to two innovations: the PVC garland in 1952 and the pea bulb in 1954. Inventions that redefine the sector, bringing new designs, greater safety and wide reach. In 1959 Moranduzzo's “Italian White Lights” illuminate New York's prestigious Fifth Avenue, confirming the international success of the Florentine company.
Moranduzzo invents the PVC tree
In the 1960s Moranduzzo creates the artificial PVC Christmas tree, still the absolute benchmark in the sector. A technology that revolutionises Christmas trees thanks to the safety of flame-retardant PVC. In 1963 Philips acquires the Moranduzzo Christmas bulb production line; in 1966 the large Scandicci plant is inaugurated, a symbol of the brand's industrial growth.
Beyond the energy crisis and a devastating fire
The 1970s test Moranduzzo severely: the 1973 energy crisis hits the Christmas lights sector and in 1978 a fire destroys the Scandicci plant. That same year Dario Moranduzzo files patent no. 022889 for the artificial tree with curved needles, granted in 1985. With tenacity, the family decides to rebuild at once, showing once again its ability to answer adversity.
Moranduzzo becomes a byword for the artistic nativity worldwide
In 1982 Moranduzzo acquires Cromoplasto and begins an exclusive collaboration with the sculptor Martino Landi. So the prestigious Landi nativity line is born, standing out for originality and artistic quality and winning international markets. The decade also brings major television campaigns and collaborations with prestigious brands such as Gucci and Ferrero, consolidating the brand's standing.
The Moranduzzo nativity wins over Pope John Paul II
In the 1990s Moranduzzo strengthens its national profile with campaigns in publications such as Famiglia Cristiana, reaching millions of households. In 2000 it enters a prestigious international Caritas competition for the finest figures: the Landi nativity wins and receives the special blessing of Pope John Paul II, becoming officially a symbol of spiritual and artistic excellence.
A decade of imports and lost roots
The 2000s mark a delicate moment: the pursuit of higher turnover draws the company away from its own roots. Step by step Moranduzzo becomes more importer than manufacturer, losing the focus on quality and on the Italian identity that had made it famous. A crucial decade, which puts at risk not only financial solidity but also the heritage built over half a century.
Back to the roots and the revival of Made in Italy
In 2012 a delicate family phase threatens the company's future, but the third generation responds with strength. Dario, Matteo and Valeria Moranduzzo relaunch the company, ending imports and returning to the roots of the most authentic Made in Italy. New exclusive collections and prestigious collaborations follow, showing that family and a bond with one's territory are the soundest foundations for innovation.
Heritage that becomes lifestyle, all year round
Today Moranduzzo turns its heritage into year-round collections, at home in every space and every season. With Firenze 1946 the brand recounts key moments of its history through elegant gift objects; the Signora Flaim line brings the elegance of the Tuscan countryside to living and garden design. Every creation carries over seventy years of history with it, an ambassador of timeless style.