Bialetti came into being in 1919, when Alfonso Bialetti opened a workshop in Crusinallo (Verbania) to make semi-finished aluminium products. Motivated by an entrepreneurial spirit, he transformed his workshop – Alfonso Bialetti & C. Fonderia in Conchiglia – into a studio for the design and production of market-ready finished goods. Thanks to the brilliant intuition of Alfonso Bialetti, in 1933, the Moka Express saw the light of day afterward, thanks to the ambition of his son Renato, its Art Decò design was to revolutionize the way of making coffee at home and to immediately establish the company as one of the leading Italian manufacturers of coffee makers. Bialetti’s brand awareness was further consolidated thanks to the significant advertising investments in Carosello – the advertising slot on early Italian TV - and communication focused on the image of the “Little man with a moustache” – created in the 1950s by Paul Campani – that became its symbol and is still part of the Group’s trademark and on its products to this day.

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