Farewell to Smemoranda. Italy’s most famous agenda has failed to overcome the economic difficulties caused by the pandemic crisis and less profitable investments than expected. Smemoranda went bankrupt. The cancellation of the auction held in Milan a few days ago, with the aim of revealing the brand and determining its future, formalized the end of the history of a product that had become the symbol of the generation.
Failure
The cult diary, which has lasted for generations, is thus disappearing from school desks. At least for now. But let’s take a step back. Last March, that is, less than a year ago, the company announced bankruptcy, and the Giochi Preziosi group tried to revive the company’s fortunes: through a licensing agreement, it rented the Smemo brand for a year with a commitment to cover the costs of its creation. , producing and marketing diaries, pencil cases and backpacks for school. But that wasn’t enough. The first auction to acquire the rights to the brand failed. A second plan is probably also planned.
Farewell to Smemoranda, the symbol of generations
Smemoranda was born in 1979. The school diary soon became a symbolic object of popular culture and identity for a generation for over 40 years. The success was not only cultural, but also economic: in the golden period of the mid-nineties, copies sold exceeded one million two hundred thousand copies. Then came the economic crisis and distance education with Covid: It was the final blow to the company and it went into crisis. Until failure. It remained desolate with the auction held to take over the brand.
Source: Today IT
Roy Brown is a renowned economist and author at The Nation View. He has a deep understanding of the global economy and its intricacies. He writes about a wide range of economic topics, including monetary policy, fiscal policy, international trade, and labor markets.
