Federico Morassutti with his family

Federico Morassutti (1876–1954) was an enlightened entrepreneur and philanthropist, considered the true architect of the family business's national success. After training abroad, he took over the company in 1898, transforming it into a giant in the hardware and household goods distribution sector through cutting-edge marketing and logistics techniques. Beyond his commercial skills, he stood out for his deep social sensitivity: he introduced early models of corporate welfare and carried out philanthropic works, such as building schools and nurseries, promoting an idea of business inextricably linked to the well-being of employees and the local community.