The furniture empire founded by Giorgio Aiazzone reached a peak turnover of 60 billion liras during the 1980s by fundamentally altering how Italian consumers engaged with home goods. By shifting away from traditional retail toward aggressive, television-based promotion, he established himself as a central figure in the early development of modern national teleshopping.
Early Career and Commercial Strategy
Born in Tollegno on 3 April 1947 to father Mario Giuseppe, who worked as a wooden furniture craftsman, Aiazzone began his career promoting family products in Biella after earning a geometrics diploma. During the 1970s, he grew his business by moving beyond local trade. His strategy relied on high-frequency television advertising, particularly through partnerships with stations like Telebiella. He incentivized sales through methods such as gifts without purchase requirements and invitations for customers to consult with architects at his Biella offices.
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By 1983, the brand had expanded significantly, launching large retail centers known as Città del Mobile across various Italian locations. A critical component of his success was the collaboration with Guido Angeli, who handled daily television auctions and telesales while curating Aiazzone's public appearance. This period marked the company’s evolution from a regional firm into a national entity, heavily supported by consistent media presence and carefully chosen promotional slogans that became ingrained in Italian popular culture.
Aviation Accident and Legacy
Aiazzone died on 6 July 1986 following an air accident in Sartirana Lomellina. While traveling from Massa airport in a rented Piper PA-34 Seneca II with pilot Giacomo Ramella Cravaro and passenger Clelia Allegretti, the aircraft lost control amid severe weather and high-voltage cables. Following his death, his interment took place at the Sanctuary of Oropa in a chapel designed by Giulio Carpano. A long-running legal dispute concerning his inheritance followed, involving his daughter Marcella.
Fast facts
- Born: 3 April 1947, Tollegno
- Died: 6 July 1986, Sartirana Lomellina
- Nationality: Italian
- Primary Occupation: Entrepreneur
- Key Business Partner: Guido Angeli
- Award: Equestrian Order of the Holy Sepulchre
- Peak Business Turnover: 60 billion liras
Questions readers ask
What was the significance of Giorgio Aiazzone’s television strategy?
He pioneered early Italian teleshopping by utilizing local stations for national exposure, employing effective slogans and innovative incentives to drive furniture sales.
Where was Giorgio Aiazzone buried?
He is buried in a chapel designed by architect Giulio Carpano at the monumental cemetery of the Sanctuary of Oropa.
Achievements
- Equestrian Order of the Holy Sepulchre
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