The Benetton Family
The Benetton family came from very humble origins, that being Treviso, in northeast Italy. They grew up poor with virtually little support because their father died while they were children. They are known by many as the "Benetton Four" and their story is truly an inspiring one.
Their success story begins in 1955 with a teenage Luciano Benetton and his sister Giuliana. At the age of five, Giuliana developed a passion for knitting and most certainly a skill that would someday make her family rich. As her teen age years approached, Giuliana continued knitting day in and day out for a tiny knitting business. Luciano would hop on his bicycle making deliveries of his sister Giuliana's handknit sweaters. Luciano, who was then 20 and had worked as a salesman in Treviso, realized his sister's talent and the two pooled their resources and skills. They sold a younger brother's bicycle along with Luciano's accordion in order to buy their first second-hand knitting machine. Then Luciano began to market a small collection of sweaters to local Veneto area stores. The positive reaction to her designs was only the beginning of a solid start. Soon after they were in business and were joined by their two younger brothers, Giberto and Carlo. In 1965, the Benetton's opened their first store in Belluno and the year after in Paris, with Luciano as chairman, his brother Giberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer - and the rest is history.
Although this fashion empire had grown out of a tightly-controlled Italian family, it is first-born Luciano, who is the marketing genius behind the most widespread apparel network in the world. Luciano is described as a charismatic, down-home, nice guy. Now 60, Luciano is a classic child of the Veneto region, where he still resides today. His single mindedness and rational approach to business can be attributed to his grass roots. There has been a long line of local tradition of successful family firms. The Benettons' come from one ambitious family. Their father owned a car and bicycle rental business, therefore bicycles are important to the Benettons. The Benettons' are a self-made, self-motivated family. None of the first-generation Benettons attended college, yet they still converse with older employees in the local dialect instead of classic Italian.
Despite the ad controversy, Benetton managed to maintain an admirable corporate image during Italian government payoff investigations conducted in 1993 that involved more than 5,000 of the country's political and business elite. Luciano had gotten involved in national politics as part of a movement to overthrow the old system, and in 1992 was elected to the Italian Senate as a member of the Republican party. However, Luciano withdrew from politics, claiming that the Italian government had met its objective, to pursue his talent for minding the family business.
The "Benetton Four" have successfully grown from a home based business to a multinational corporation while at the same time maintaining family unity. The Benettons have always had a sense for business and will continue to take interest in their family legacy.
The Benetton family came from very humble origins, that being Treviso, in northeast Italy. They grew up poor with virtually little support because their father died while they were children. They are known by many as the "Benetton Four" and their story is truly an inspiring one.
Their success story begins in 1955 with a teenage Luciano Benetton and his sister Giuliana. At the age of five, Giuliana developed a passion for knitting and most certainly a skill that would someday make her family rich. As her teen age years approached, Giuliana continued knitting day in and day out for a tiny knitting business. Luciano would hop on his bicycle making deliveries of his sister Giuliana's handknit sweaters. Luciano, who was then 20 and had worked as a salesman in Treviso, realized his sister's talent and the two pooled their resources and skills. They sold a younger brother's bicycle along with Luciano's accordion in order to buy their first second-hand knitting machine. Then Luciano began to market a small collection of sweaters to local Veneto area stores. The positive reaction to her designs was only the beginning of a solid start. Soon after they were in business and were joined by their two younger brothers, Giberto and Carlo. In 1965, the Benetton's opened their first store in Belluno and the year after in Paris, with Luciano as chairman, his brother Giberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer - and the rest is history.
Although this fashion empire had grown out of a tightly-controlled Italian family, it is first-born Luciano, who is the marketing genius behind the most widespread apparel network in the world. Luciano is described as a charismatic, down-home, nice guy. Now 60, Luciano is a classic child of the Veneto region, where he still resides today. His single mindedness and rational approach to business can be attributed to his grass roots. There has been a long line of local tradition of successful family firms. The Benettons' come from one ambitious family. Their father owned a car and bicycle rental business, therefore bicycles are important to the Benettons. The Benettons' are a self-made, self-motivated family. None of the first-generation Benettons attended college, yet they still converse with older employees in the local dialect instead of classic Italian.
Despite the ad controversy, Benetton managed to maintain an admirable corporate image during Italian government payoff investigations conducted in 1993 that involved more than 5,000 of the country's political and business elite. Luciano had gotten involved in national politics as part of a movement to overthrow the old system, and in 1992 was elected to the Italian Senate as a member of the Republican party. However, Luciano withdrew from politics, claiming that the Italian government had met its objective, to pursue his talent for minding the family business.
The "Benetton Four" have successfully grown from a home based business to a multinational corporation while at the same time maintaining family unity. The Benettons have always had a sense for business and will continue to take interest in their family legacy.




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