The Caprotti family entrepreneurs: Emilio (1871-1963)
Bernardo's younger brother Emilio shared a complex bond of balance and rivalry with him, both as a partner and competitor in various manufacturing ventures and as a brother. The outcome of this feud was inevitably the complete bankruptcy of the businesses they founded together, with particularly heavy consequences for Emilio.
The Caprotti family in the feminine: Elisabetta called Bettina (1873 – 1966)
Elisabetta, called Bettina, was Carlo Caprotti's daughter. In 1893, at the age of 20, she married her cousin Bernardo, son of Giuseppe, her father's older brother.
The Caprotti family and their roots: the family tree (18th century – today)
The family tree allows us to trace our origins, the links between the different generations. That of the Caprotti family is a journey through time that helps us enrich our understanding of the text and get to know the many protagonists of the book Le Ossa dei Caprotti.
The Caprotti family and textiles: Jolanda, Marina and the Caprotti goat, 1840 – 1918
The cotton fabrics produced in Albiate regularly arrived in Argentina, Uruguay, Peru and Brazil. The trademark was a drawing of a goat, a talking symbol that could imprint itself in the memory of customers of Italian origin. The beginning of a story that reaches the present day.
The Caprotti family and water: the cotton mill in Ponte Albiate, 1840 – 2000
The cotton mill, which made the family's wealth possible, was built in Ponte Albiate, on the banks of the Lambro river. Water was the indispensable element of the factory, because it was necessary to set the machines in motion and process the fabrics.
The Caprotti family and the land, the ancient mother of their fortunes
The land of Albiate, in Brianza, was indeed the mother of their fortunes because it was there, at the beginning of the 19th century, that they began to develop the textile business that would later lead to the foundation of Giuseppe Caprotti's Ditta Bernardo Caprotti in 1840.
Le Ossa dei Caprotti advertising, posters and images
The pictures were taken in Rome, Milan, Florence and Albiate
The Caprottis, Manifattura Caprotti and a united Italy
After the Third War of Independence (1866), and in the years that followed, when the Italian economy, after some difficult years, experienced a happy expansion, the company’s radius of action expanded as far as the south of Italy, albeit with considerable difficulty, at least in the early days, due to the lack of a national market.
The birth of marketing at Esselunga and two Armando Testa advertising campaigns
In 1994, under my impetus, the Esselunga marketing department took shape and I became its first director. Marketing was structured to manage the following areas: promotions – including the whole Fidaty world – the call centre, press office, market research, supermarket space, advertising
