Lorenzetti, from Italy to the memory of Brazilians

A Lorenzetti, a famous brand of electric showers, was born from the decision of the civil engineer Alessandro Lorenzetti to move from Italy to Brazil.

The story begins in nineteenth century, when Alessandro – born on May 11, 1861, left Genova, in Italy, to come and work on the works of the Port of Vitória, at Espírito Santo. He also worked on the construction of the Santos – Jundiaí railway in São Paulo.

The engineer stayed in Brazil until the beginning of the 20th century, when he decided to return to Italy.

He died on May 25, 1935, aged 74.

During the period he stayed in São Paulo, he met the Italian Carlos Tonanni and the two founded the company Tonanni & LorenzettiIn 1923.

Lorenzetti started with just four employees

The company was located on Avenida Presidente Wilson, in the neighborhood of Mooca, a region that housed most of São Paulo’s industries.

The small factory started with four employees and four automatic lathes, with the aim of manufacturing precision screws.

After a few months, his sons Lorenzo and Eugênio arrived in Brazil. The two were responsible for maintaining and transforming the company into the largest metallurgical company in the city.

Still in the 1930s, Lorenzetti noticed the demand for electrical technology and materials. So, he started importing this type of product.

Another innovation by the company came with the development of devices that used coal as a source of energy for automobiles.

At that time, this type of technology was used in gasogen.

Lorenzetti also began manufacturing electric motors. It was the first company in the country to manufacture electric motors of up to 100 HP.

“They were very linked to the market and the consumer. They saw the needs of the moment and dedicated themselves. As my father said, at the time there was no competition, the public accepted everything that was done”, he recalls. Alexandre Lorenzetti, son of Lorenzo and grandson of Alessandro Lorenzetti.

Consecration came with the shower

In the 1950s, the company began manufacturing its most famous product: the automatic electric shower.

A company was a pioneer in this segment, getting even closer to the Brazilian population.

With time, the Lorenzetti invested in technology and development, launching more modern equipment.

Furthermore, it has not stopped launching new products on the market, such as water purifiers and gas water heaters.

In 2012, Lorenzetti entered the lighting segment.

Three years later, after acquiring a manufacturing park in Poços de Caldas (Minas Gerais), it began manufacturing sanitary ware.

The history of this company proves that the dream of a Italian immigrant in Brazil it was enough as the trigger to change habits and establish a brand that is now part of the memory of all Brazilians.

Valuing employees

To Lorenzetti, who will turn 100 years old in 2023, has approximately 5.500+ employees, who are privileged to be part of a company that makes a point of treating its employees differently.

Certainly one of the reasons that helped the brand grow was the recognition of the value of those who run the company. Lorenzetti's culture of valuing workers is a fundamental pillar and began with the founders themselves.

Alessandro Lorenzetti made a point of meeting and greeting all employees daily. As he walked around the factory, he answered questions and helped everyone in any way he could.

One of the symbols of this relationship with workers is production manager Maria Aparecida Corrêa Cordeiro, the Dona Cida. In 2012 she joined the Guinness Book as the Brazilian employee who spent the longest time at the same company. She worked for 70 years straight at Lorenzetti.

In 2020, Lorenzetti earned a record R$1,82 billion, with growth of 22,5%, well above the 10% projected before the pandemic. “It was a year of overcoming”, says the vice-president, Eduardo Coli.

Next, listen to the testimony of Alexandre Lorenzetti, grandson of the founder.

By Roberto Schiavon/Italianism