the auction to buy the brand of the famous diaries was deserted. What can happen now – WWN
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Smemoranda, the company producing the famous diaries and other school gadgets that have accompanied thousands of students over the last 45 years, has gone bankrupt. The auction, which was held a few days ago in Milan, to reveal the brand and establish its future gone deserted, thus making official the end of the history of a product that has become a generational symbol.
The crisis
These last few years have not been easy for the company. First the obligation to have school diaries in schools, but also the crisis in stationery shops and increasingly fierce competition on the market. Then the Covid-19 pandemic crisis, which – with distance learning – marked a hard blow for Smemoranda, falling into a deep crisis. The official bankruptcy announcement dates back to March 2023, less than a year ago, which led to the Giochi Preziosi group’s attempt to revive the company’s fortunes: with a licensing contract, it rented the Smemo brand for a year, with the commitment to take care of the costs of creation, production and marketing of diaries, pencil cases and backpacks for school. But it wasn’t enough. The first auction to acquire the rights to the brand was unsuccessful, but a second one seems to be planned.
Cultural and economic success
Smemoranda was born in 1979 from a winning intuition of the founders Gino and Michele – creators of Zelig – and Nico Colonna, who together created not a simple school agenda but what over the years has become a symbolic object of pop culture and identity for a generation over the over 40 years old. The smemo diaries were not just a tool to write down grades, questions and tasks, but a collector of memories, thoughts and emotions. Many artists and celebrities have contributed to the creation of their pages with interviews and curiosities, from Jovanotti to Ligabue, to Piero Pel, Zerocalcare in more recent times. A success that soon also became economic: in the mid-1990s, the group boasted 1.2 million diaries sold.
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