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Grani&Partners Group's origins and his evolution in promotional articles with licensed gadgets manufacturing sector: from Richeldi Spa to Grani&Partners through Giocoplast
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Company origins and timeline
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- 1948
A small company is founded in Portile, Modena, by the Richeldi brothers, Lorenzo and Luigi, to produce casings for sausages. The industry was not entirely unfamiliar to them: Giuseppe Richeldi - their father – was a founding member of CIAM, later to become UNIBON and currently Grandi Salumifici Italiani. Known today as Richeldi S.p.A., the company is a leader in its field. Lorenzo and Luigi are uncles to the Grani brothers, managers of Grani & Partners S.p.A. today.
- THE 1960s
Lorenzo Richeldi, in his quest to find raw materials at lower prices, identifies the abundant potential offered by the Chinese market and starts his pioneering visits to China: a decision that will prove to be of prescient significance.
Richeldi’s travels introduce him to local handicraft gadgets, which he imports as gifts for his customers and friends.
- 1980
The Chinese gadgets have prove popular in the West, so why not try developing the Chinese import business further? This question leads to a restructuring of the Company and gives rise to the new legal entity Giocoplast Import/Export S.p.A.
| Company logo Giocoplast 1980-1984 |
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- 1984
Giocoplast starts specialising in the production of Christmas decorations, within a few short years becoming a market leader in the field.
| Company logo Giocoplast 1984-1998 |
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- LATE 1980s
After the death of their uncles Lorenzo and Luigi Richeldi, the young Grani brothers commit themselves to maintaining and developing the business. The scope of the group soon widened and is now split across several branches of La Portile s.r.l., the family holding company.
- 1998-1999
Although consistently successful through the Christmas period, Enrico Grani and his brothers are determined to exploit less seasonally dependent markets. The Giocoplast Promotion division is soon created, specialising in the production of a variety of gadgets and articles on behalf of other companies for use in promotional campaigns: a revised and modernised perspective of what their uncles had sought to achieve with the gadgets from China.
| Company logo Giocoplast 1998-2001 |
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| Company logo Christmas 1999-2001 |
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| Promo Division logo 1998-2001 |
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- 2000
The brothers divest themselves of the Giocoplast Christimas division - selling to Gruppo Preziosi - in order to increase investment and encourage development in the ever-growing Promotional division.
- 2002
Giocoplast Promotion becomes Grani & Partners S.p.A., a new entity owned 60% by Gruppo Preziosi and 40% by La Portile s.r.l. (Grani brothers).
The Company very quickly becomes a leader in Italy in the production of promotional products, under the most significant licences available in entertainment (TV series, cartoons, films, music) and sports.
| Company logo Grani & Partners S.p.A. 2002-2008 |
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At year end, a subsidiary is established in Hong Kong: Grani & Partners HK Ltd. It is tasked with identifying and selecting the best available suppliers in the Far East and to manage communications between the suppliers and headquarters in Italy.
- 2003
The Company expands further, capturing a 60% stake in Mitica Food s.r.l. and creating the brand “Salati Preziosi” (Precious salted snack). Producing various types of salted snacks and chips with gadgets, the company now offers lines appealing directly to children.
- 2005
Seeking to broaden the product range on offer to the younger market, a new internal division is established, specialising in the development of collectible products in the publishing sector. “Preziosi Collection” products are distributed across Italy’s news-stands.
To further ensure optimal service levels to customers, Grani & Partners CHINA Ltd. is established in Shenzhen, China. It is composed of engineers and inspectors tasked with carrying out regular quality control checks on both local suppliers and the goods they produce.
- 2006
The range of products offered to children is extended further as Grani & Partners S.p.A. enters the vending machine market under the “Giraprendi” brand, producing gadgets in capsules as the exclusive producer for Sip Toys s.r.l.
- 2007
Seeking to broaden the food production division established in 2003, Grani & Partners S.p.A. secures a 60% stake in Dolci Preziosi s.r.l. - a Gruppo Preziosi company – and starts producing chocolate Easter eggs, chocolate mini-eggs with a surprise and other confectionery products.
- 2008
The now well-established food brands of Dolci Preziosi and Salati Preziosi are consolidated under the new entity Preziosi Food s.r.l.
- 2009
The establishment of GP Publishing, the internal division of Preziosi Collection in charge of publishing magazines with gadgets, manga, comic and DVD series, monographs, calendars and other publishing products.
| Company logo Grani & Partners S.p.A. since 2008 |
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- 2010: GRANI & PARTNERS GROUP TODAY
For the financial year ending June 2010, Grani & Partners Group generates turnover in excess of €107,9 mln, a reflection of its successful diversification and continued growth.
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