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COSTELLA SINCE 1828

The company, manufacturer of shaving, clothes and hair brushes, was founded in 1828 by Gaggero Agostino in via Canneto il Curto, 25/r, Genova.

Gaggero's daughter married Luigi Costella around the middle of the 19th century, and upon the death of Agostino, the business, essentially dedicated to the production of different kinds of brushes for professional and domestic use, was inherited by Luigi Costella and named “Luigi Costella & Sons”.

Luigi expanded its manufacturing and commercial activities and became the main supplier of brushes in northern Italy, with a catalog including supplies for professional use (especially for the shipbuilding industry) but also for domestic use (personal hygiene and home care). The company's activities encompassed the production, distribution, but also retail said products in a small shop in via Canneto il Curto.

In the first quarter of a 20th century, the business, having passed into the hands of children and grandchildren, further developed, acquiring in 1919 what would have become the company's production plants in Bolzaneto, first in Via Madonna della Guardia (in a building demolished at a later time in order to build the road), then in Via Massuccone Mazzini. A new office and warehouse was established (in 1929) in via S. Lorenzo, 5. The factories, whose production gradually spread to various Italian regions, acquired the additional denomination “I.L.P.S.”, “Industria ligure Pennelli e Spazzole” (items produced after the 1950s will be promoted under the brand name “ZENA brushes”). The company, employing over 100 people, remained on the market even during the Second World War. In the second half of the 1950s, the brothers Gianni, Piero and Franco Costella further expanded their business with a sales network covering the whole national territory and a few European countries, and the Italian manufacturing company achieved a leading market position in its sector. The Bolzaneto plants stayed in business until the beginning of the 2000s, when they closed.

The grandchildren Pippo and Andrea (the fifth generation) continued the family tradition by focusing on the marketing of personal care items through a network of perfumeries throughout the Ligurian territory, together with their mother, entrepreneur Anna Gianasso. They developed the commercial activity with her help, with the aim of updating the Costella brand, which in 2015 was renamed “Costella 1828”.

The new business of the company focuses on the sale and distribution of shaving brushes, hairbrushes for men and barber products.

The company then established a strategic partnership with the prestigious historic Florentine brand Officina Profumo Farmaceutica di Santa Maria Novella (1612), which provided the Genoese business with the opportunity to distribute its products with its own monogram in the most important capitals of the world. Today, the Rolli della Meridiana Palace houses the company’s headquarters, together with a shop that might be considered as a "flagship store", representing the cultural and commercial alliance between these two brands, but also their respective stories.