Luisa Spagnoli

The small grocery store in Perugia that Luisa Spagnoli operated with her husband, Annibale, served as the initial foundation for an industrial legacy spanning confectionery and textiles. Moving beyond small-scale production, she navigated the volatile economic conditions of early 20th-century Italy to establish two distinct companies that remained influential long after her passing.

Founding Perugina

In the historical center of Perugia, Spagnoli initiated the operations of Perugina. Starting with 15 employees, the enterprise faced significant logistical pressure during the First World War when the male workforce departed for the front. Spagnoli managed the factory operations alongside her children. By the post-war period, the workforce exceeded 100 people. A notable development occurred in 1922 with the creation of Baci chocolates. The product combined dark chocolate, gianduia, and chopped hazelnuts, topped with a whole hazelnut—a recipe that remained unchanged for nearly a century.

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Angora Spagnoli Innovation

Diversifying her business interests, Spagnoli turned toward the agricultural and wool industries. She focused on the breeding of poultry and angora rabbits. By 1928, she pioneered the use of angora yarn to manufacture fashionable knitwear, including boleros and shawls. She trademarked these items as Angora Spagnoli. The innovation gained visibility at the Fiera di Milano exhibition, prompting the company to expand its operations significantly.

Final Years and Succession

Spagnoli suffered from throat cancer in her later years. To secure medical treatment, she traveled to Paris and eventually resided in Saint-Maur-des-Fossés, where she died in 1935, one month before her 58th birthday. Following her death, her son Mario took control of the company. In 1937, Mario shifted the production focus toward industrialization. He secured patents in 1942 for a specialized comb used for wool collection and a clamp for tattooing angora rabbits. By 1947, he opened the Città dell'angora factory.

Corporate Continuity

The family business continued to evolve through subsequent generations. Mario's son, Annibale Lino, later served as the company lead, overseeing further diversification and the establishment of a retail network. The Luisa Spagnoli brand eventually expanded to include more than 100 shops worldwide. The company headquarters remain located in Perugia, maintaining the connection to the city where the founder first began her career.