In 1885 shoemaker Giuseppe Serafini opened his first store in Castiglion Fiorentino, in the province of Arezzo, signaling the beginning of a family and company history that brought to the world of footwear freshness and unique style that would endure for generations to come.
Giuseppe’s son Orlando continued to implement the handcrafted manufacturing procedures, but times were changing and his business sense in tandem with the traditional method he had learned from his father led him to set up new manufacturing procedures.
In 1932, the “Calzaturificio Aretino” was established and employed master shoemakers that applied Tuscan tradition as well as modern machines to manufacture high quality shoes for men and women.
In 1950, Giuseppe Junior Serafini took over the family business. He grew the business even more and developed an international sales network, particularly for the women’s collections. Quality lines of footwear manufactured by SERAFINI were now exported throughout the world, with Serafini collections available in France, Spain, Greece, Belgium, Holland, Luxemburg, Norway, Denmark, Finland, Germany, Austria, Switzerland, Cyprus, China, Russia and Japan.
In 1985 tradition and innovation continued to characterize the company, but when Fabrizio of the fourth generation of Serafinis took over, the historic SERAFINI company set off on a totally new and original course. As Fabrizio was passionate about sports and tennis in particular, he researched and imported the major brands of sports shoes. This business venture met with success in a special and demanding market that is always on the lookout for new ideas.
Having thus acquired a unique level of know how insofar as sports shoes, Fabrizio Serafini decided to define his own concept of a sneaker: one that would be Italian by tradition, manufactured along handcrafting criteria and contemporary in style. SERAFINI SPORT was now a reality.
Can a shoe be elegant, like a handmade shoe, but still be comfortable and modern like a sneaker? Fabrizio’s enthusiasm joined forces with a tradition dating back four generations while business objectives dictated that the style be inspired by the vintage collections of the 1970s. And this is how FLAT was created, a model that identified SERAFINI and became successful as it conquered international buyers the world over who were in tune with the demands of the market.
SERAFINI grew to its current form while implementing a strategy that resulted in an association with an external commercial and distribution concern, which nevertheless works closely with the product and design offices managed directly by Fabrizio.
Two collections 1932 and Bags join the Sport collection which made its debut in 2003 and the Junior collection from 2007. These new collections are distributed in over 10 countries and are well on their way to paving the road for the evolution of SERAFINI into an authentic Made in Italy life style brand.