From its roots in a workshop in Treviso, De’Longhi has become a global leader in small appliances, driven by an unwavering commitment to passion, innovation, and ambition.
The company's journey began in 1974 when Giuseppe de’Longhi launched the first oil radiator under his family's name. This moment marked a significant turning point in history, signaling the transition from component manufacturing to the creation of innovative, consumer-focused products.
The company’s early success in kitchen appliances, with the beloved Sfornatutto mini-oven, propelled De’Longhi into new markets, always with a focus on practical solutions that improve everyday life. This quest for innovation led to the development of iconic products in heating, air conditioning, and, most notably, coffee.
De’Longhi's 30-year legacy in coffee machines has solidified its position as a leading brand. From fully automatic machines that grind coffee right into the cup to professional-style grinder machines, the company meets the needs of all coffee lovers. With a deep understanding of coffee culture, De’Longhi’s machines allow consumers to explore the world of coffee—from traditional espresso to the latest cold brew trends (cold extracted coffee).
This commitment to quality, innovation, and Italian design is further exemplified by the brand’s partnership with Brad Pitt, which celebrates coffee as a universal language, a lifestyle, and an integral part of the human experience.
De’Longhi is more than just a brand; it is the embodiment of the Italian lifestyle – a celebration of moments, leisure, connection, and passion. This “Italianess” is present in every product, turning daily routines into extraordinary experiences.
Celebrating 50 years of excellence, De’Longhi commitment to passion, innovation, and ambition remains as strong as ever, ensuring that the next 50 years will be filled with even greater achievements.
Historical Summary
Introduction
The De’Longhi brand is synonymous with innovative appliances. Offering a special combination of style and performance, De’Longhi expresses itself through its products, creating a portfolio that appeals to a variety of consumers and cultures around the world. The company's success has been achieved through extensive industrial experience, a commitment to continuous growth, exceptional product quality, constant innovation, and distinctive design, staying true to its Italian identity.
The fascinating story of De’Longhi explores the rise of an Italian company that, in just 50 years, conquered the international market, now establishing itself as a global player and an important multinational group.
Taking advantage of the celebration of the brand's 50th anniversary, let's rediscover the most iconic milestones of De'Longhi, from the first product launched to its latest revolutionary innovations. A 50 year journey supported by passion, technology, and ambition.
1970s
"The founding"
The early origins of the De’Longhi Group began over a century ago, in a small artisanal workshop in the city of Treviso, in northeastern Italy, producing components and finished products for third-party clients. In 1974, with remarkable vision, Giuseppe de’ Longhi transformed the company, introducing the first product – an oil-filled radiator – bearing his own surname, which marked the true beginning of the brand’s history.
1980s
"The development of the brand":
- 1983 Caldobagno
- 1985 Sfornatutto
- 1986 Pinguino
- 1987 Rotofry
The company debuted in the kitchen appliances market in 1985 with the Sfornatutto electric oven. Unlike anything seen before in this segment, the product's quality and easy-to-use design made it an immediate success, marking the beginning of the company's diversification into other markets: practical solutions for the daily household needs of consumers worldwide.
1986
The launch of the Pinguino:
A portable air conditioner, ready to use, suitable for any home. A surprising success, the Pinguino quickly became synonymous with portable air conditioning and another icon in De’Longhi’s portfolio.
1987
The company invented and introduced the Friggimeglio
A De'Longhi invented and introduced the Roto-Fryer, which remains the only oil fryer with a rotating basket: a patented innovation that reduces the amount of oil typically used by half.
1989
Marked the launch of De’Longhi’s first espresso machine.
A sector that would go on to experience incredible growth, becoming one of the company's greatest successes.
The pioneer was Bar5 in 1989.
1994
The Tasciugo AriaDry dehumidifier
Another important milestone. Initially launched in Italy in 1994 with an impressive advertising campaign, it marked yet another success in the history of introducing new categories, effectively solving consumers' problems. It later became a successful product in several countries and, to this day, remains one of the brand's most iconic products.
1995
IFD (Distribuidor Instantâneo de Espuma):
The first manual coffee machine with an IFD system to deliver frothed milk directly into the cup.
2001
The listing on the Milan Stock Exchange
It was the final step in a long process of growth and expansion into other categories.
2003
The brand launched the Magnifica
The first fully automatic coffee machine, from bean to cup.
2005
Milk became part of the value proposition with the first automatic milk container
Which was immediately followed by a full range of machines featuring the brilliant patented “one-touch cappuccino system,” allowing perfect cappuccinos and espressos at the touch of a button.
2007
The Icona Collection
The Icona silhouette is of timeless elegance, a product admired for its simplicity and charm. Icona means "Icon": an icon of design, elegance, and Italian lifestyle.
2013
One of the most iconic products was created
The Dedica, with its compact size of just 15 centimeters, revolutionized traditional manual machines.
2014
Multifry
A Multicooker
It was De’Longhi's first air fryer, making it easy to prepare crispy, delicious, and evenly cooked food in a very intuitive way.
2019
La Specialista
The range was born and launched the first manual coffee machine with an integrated grinder, expanding the category of manual coffee machines.
2020
PrimaDonna Soul
It was launched as the first automatic coffee machine with the intuitive Bean Adapt technology, which automatically sets the ideal grinding and brewing parameters for each type of coffee bean.
2021
Brad Pitt
Becomes a global ambassador, and the Perfetto campaign is launched worldwide with great success.
2023
Renewal of the partnership with Brad Pitt and the second chapter of the Perfetto campaign.
The partnership with Brad Pitt as an ambassador was renewed. In the same year, De’Longhi launched the Eletta Explore and introduced another revolutionary new technology: Cold Extraction Technology, which allows you to enjoy a Cold Brew in less than 5 minutes.
2023
The Rivelia is launched to the general public
It features the innovative Bean Switch system, which, through its two interchangeable bean containers, allows for easy exploration of different coffee bean varieties.
2024
It is the year to celebrate the brand's 50th anniversary
And it sets the course for the company's future success.
December 2024
50th Anniversary Special Campaign De'Longhi
With the purchase of a Rivelia, you have the chance to win 1 year of free coffee.
To mark its 50th anniversary, De’Longhi has teamed up with another great Italian brand, Lavazza, to give away 20 prizes of coffee beans for one year of consumption. To enter for a chance to win this fantastic prize, consumers must purchase an automatic coffee machine from the Rivelia range and register their participation on the campaign platform. They will also need to get creative and come up with a phrase that includes De’Longhi and its 50th anniversary, Lavazza, and the word Perfetto.
DE’LONGHI ON TV
De'Longhi is currently running a TV campaign that started on November 8th and will remain on air until December 20th.
The Companhia das Soluções it is the agency responsible for communication & press relations for De'Longhi.
