COMO, Italy — Giorgio Todesco, newly named CEO of Marzotto Lab, a Company owned by Marzotto Group, is responsible for management of Redaelli, a famous velvet and corduroy mill in Guanzate, Italy acquired at a bankruptcy auction after it was first sold in 2011 and then fell on hard times.

In January, Todesco was promoted to his current position from Marzotto Wool Division, a $250 million apparel producer. He wants to re-invigorate the old business with new ideas and management techniques.

Redaelli, like so many other Italian family owned textiles mills fell on hard times and went out of business completely. However, Redaelli Sales Manager Riccardo Redaelli, 32, says he is still involved passionately in the business as an employee. His great grandfather Alfredo started the business in 1893, four generations back. Riccardo Redaelli

“This company is my passion for 20 years now when I started in weaving.  If you don’t have passion, you can’t do work, We’re now back on track and have become a great name and company again,” he says.

Together with Ratti d, another Marzotto Group acquisition made in 2010, the company is producing $30 million annually in upholstery with more growth to come, Todesco says, following 30 percent growth in 2014. The ownership of Ratti d is very different from Redaelli. Ratti d is 20 percent owned by the Ratti d Family today; 14 percent by others outside the family; 33 percent owned by Marzotto Group; 33 percent owned by Society of Marzotto, a private company owned by Antonio Favrin, President of Marzotto Group. 

Building on the passionate culture of the Redaelli family for velvet production, Todesco hopes to breathe new life into this venerable producer by keeping the Redaelli culture in tact; yet he hopes to make just enough changes to keep it thriving and moving forward, Todesco indicates.  He also has the leverage of Marzotto business systems and management to fall back on, a powerful tool against the formidable competition out there.

With the acquisition of Redaelli, Marzotto Group, is now a $510 million textile holding group producer (said to be the largest in Europe today) with three divisions: Marzotto Lab, a $150 million division which includes Redaelli velvet, cotton corduroy and Trevira(R) velvet for contract; Girmes fake fur and Sandrio cotton fabric for apparel; Lanerossi blankets; Marzotto Wool, a $250 million producer for apparel fabrics and Ratti d, a $110 million apparel and furniture fabric supplier.

At Proposte this year, one could feel a spring in the step of the Redaelli employees, especially with Todesco, a bright young manager, eagerly approaching his task to make Redaelli a viable business again. Under Todesco, Redalli introduced two new collections of yarn dyed jacquards and contract velvets and made some noise about it, quoting F. Scott Fitzgerald’s ‘The Great Gatsby’ in the process; “So we beat on, boats against the current, borne back ceaselessly into the past.”

This itself was unique because Italians tend to slave away with their blinders on when it comes to marketing, willing to die with their secrets instead of actively marketing their strengths.