Today, we are talking about a company that has transformed the magic of Christmas into art, bringing a touch of poetry and tradition to the homes of millions of people. The story of
An adventurous family
It all began in the late 19th century, when Adolfo Moranduzzo, originally from Castello Tesino (Trento), and his wife Olga Krasirova opened two jewellery shops in Moscow and Kiev. The Russian Revolution forced Adolfo and Olga to flee and return to Italy. They settled in Florence, where, in the 1920s, they opened an elegant shop selling religious furnishings and costume jewellery in Via della Condotta. This new business, based on quality and craftsmanship, marked the beginning of a legacy that was destined to evolve and leave its mark.
1946: the beginning of Moranduzzo’s signature Christmas
In 1938, Dario and Elena Moranduzzo took over the Florence shop from their uncles. Under their leadership, the company took a decisive step forward, and in 1946, the first Italian Christmas decoration factory was born. The first product was a silver-plated “icicle”: a simple yet symbolic decoration, created when Italy sought hope and rebirth after the war. From that moment on, the production of Christmas items became the core of the business, and the brand began to make a name for itself as a pioneer of Made in Italy festive decorations.
From craftsmanship to industrial production
In the 1950s and 1960s, demand for Christmas decorations grew exponentially. Moranduzzo, recognising the changing times, began experimenting with new materials and introduced two significant innovations to the market: in 1952, the PVC garland, and in 1954, the “pisellino” Christmas light bulb. These innovations revolutionised the world of decorations, making them safer, more accessible and easier to distribute. In 1960, the turning point was even more marked: the company produced the first artificial Christmas tree made of PVC, replacing traditional materials such as feathers, viscose and metal wires.
During those years, the brand also grew on an industrial scale, and in 1966, a large production facility was opened in Scandicci, symbolising the company’s success and expansion, while the taste and attention to detail characteristic of craftsmanship remained intact.
A passion for Christmas
Every Moranduzzo creation is the result of a deep passion for Christmas and its traditions. The nativity scene figurines, shepherds, animals and scenery are crafted with a skill that has been handed down from generation to generation. Every detail, from the colours to the expressions on the faces, is designed to evoke the magic and warmth of the festive season, in perfect Made in Italy style.
International growth
From the 1980s onwards, Moranduzzo conquered international markets thanks to a strategy based on quality and variety. During this period, the company strengthened its artistic identity with the acquisition of Cromoplasto and the start of its collaboration with sculptor Martino Landi. This led to the creation of the “Landi” line of nativity scenes, characterised by hand-painted figurines with great attention to detail.
Today, Moranduzzo decorations can be found in homes all over the world, symbolising a style and tradition of Italian craftsmanship that knows no boundaries.
Difficulties and rebirth
The 2000s brought new challenges: market pressure and globalisation pushed the company away from its roots and into an identity crisis, mainly due to a period when imports and commercial logic took precedence over craftsmanship and Italian manufacturing. In the early 2010s, however, the new generation of the family decided to reverse course and focus on Made in Italy production, craftsmanship and authentic design. This led to the creation of new collections, designed to last and capable of relaunching the brand both in Italy and abroad.
Today, Moranduzzo is no longer a company that produces only Christmas decorations; it has transformed itself into an authentic lifestyle brand, offering design objects, furnishing accessories and home collections, while maintaining its original spirit of craftsmanship, quality and timeless design.
Innovation and sustainability
Despite its strong ties to tradition, Moranduzzo has never stopped innovating. In recent years, the company has invested in cutting-edge technologies and sustainable production processes, reducing its environmental impact and promoting a corporate culture that cares about both people and the local area. This pioneering spirit has allowed the company to maintain its leadership and remain a benchmark in the sector.
In today’s world, where mass production often loses its soul, Moranduzzo shows that it is possible to combine craftsmanship, design and modernity: a reality that tells the story of Christmas, but also the value of work, family and Italian cultural identity — every day of the year.
Today, Moranduzzo, which in 75 years of business has weathered a flood, a financial crisis and a fire, is in its third generation, is based in Florence, holds 30% of the Italian market for quality Christmas decorations and nativity scenes, sells online, has dozens of employees and generates millions of euros in revenue!
Congratulations to those who bring the joy and style of Made in Italy Christmas to the world!
Discover other outstanding Italian companies in the world of decoration.