Esselunga is an Italian supermarket giant that began in Milan in 1957 and was founded by Bernardo Caprotti and Nelson Rockefeller. The company’s name derives from the trademark ‘S’ (‘esse’) logo, which was conceived and implemented by the famous graphic artist, Max Huber. By 1959, the company had four stores in Milan, with the Viale Zara location being recognised as the largest of its kind in Europe. One year later, the company based its headquarters in Florence.
In its early years, the company developed a reputation for its unorthodox practices. Their early marketing campaigns featured high fashion and focused on the perceived impression of shopping at Esselunga, as opposed to its products. By 1977, the company began advertising product prices that included per kilo and litre values. The company continued to innovate in the 80s and was the first Italian company to include cash barcodes and a stamp reward program, which escalated to a card-based system in the 90s and continues today.
Over the years, Esselunga has consistently drawn in its customers with its competitive pricing and numerous contests, which feature Italian automobiles and, more recently, thousands of iPhones at Christmastime. It is clear that these innovative and unorthodox strategies have paid off for the company.
- Family name: Caprotti family
- Sector: Consumer Products & Retail
- Founded: 1957
- Founder: Bernardo Caprotti and Nelson Rockefeller
- Country: Italy
- Company headquarters: Limito, Pioltello, Italy
- Revenue: 9
- Employees: 21,930
- Website: esselunga.it
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