Get to know the history of Giannini, a 120-year-old company that is part of Brazilian music.
Tranquillo Giannini founds the “Great String Instrument Factory of Tranquillo Giannini - The Modern Guitar”, in São Paulo, at São João Street. The great demand causes the company to move shortly afterwards to a larger location, starting to produce 6,500 annual instruments .
With the growing demand for guitars, driven by the music schools that appear in the country, a new building is constructed to house the facilities of Tranquillo Giannini, in Gusmões Streets.
The 1924's Revolution obliges Giannini to seek new markets for his instruments, since São Paulo's trade practically stops during the revolution. The Giannini instruments are now distributed in Curitiba, Belo Horizonte, Salvador and Recife.
With a non-stop growing demand with the opening of new markets, Tranquillo Giannini moves his factory once again, now to the Perdizes neighborhood, in São Paulo. A new revolution, now reaching the entire country, forces Giannini to seek new markets for its instruments, expanding its distribution to the interior and coast of SP.
Giannini's first strings factory opens.
Despite World War II, Giannini is going through this period peacefully, due to Tranquillo Giannini's expertise in going through two revolutions and knowing how to recover. Its stock of imported raw materials, such as steel and Swedish pine for guitars, allows production to continue until imports return to normal.
Tranquillo Giannini dies, and his wife Stela Coen Giannini assumes the presidency of the company.
Giorgio Coen Giannini, nephew of Tranquillo, after two years working in all areas of the company, assumes the Commercial Directorship, in 1956.
One of the best era of Giannini begins, with Bossa Nova and Jovem Guarda. Giannini starts manufacturing electric guitars and makes its first export of instruments to Argentina (25,000 guitars in two years).
Around the mid-1960s, Giannini began producing its electronics, and the first model launched was the Tremendão amp, which marks that time. The release of the Gemini, Supersonic and Apollo guitars is also around this period.
One of Giannini's icons, Craviola, is released, a joint idea by Giorgio Giannini and guitarist Paulinho Nogueira, who while having a snack and talking about the guitar models available in that period, started to draw on napkins some different shapes possibilities, until they arrive at the drawing that so many admirers. Since its launch, several notable musicians have made use of Craviola® around the world, including Jimmy Page, Elvis Presley, Bill Winters, Robert Plant, Linda Perry and Andy Summers.
1970s - The company moves to Carlos Weber Street, to an 8,000 m² factory and around 1000 employees. At this time, already thinking about the future, Giorgio Coen Giannini buys a land of 240 thousand m² in Salto, in the interior of São Paulo, which would become the current headquarters and factory of Giannini.
1980s - Looking for the future of the company and the social transformations of the time, Giorgio Giannini begins to invest 6% of his revenue in marketing and technological research, thinking about the expansion of music education in Brazil. This period also marks an increase in Giannini's participation in the international market. The electronics line is also expanded, with the launch of keyboards such as Poème III and Toccata 49, both innovations for the time. This decade brings great growth for Giannini, due to the musical movements of the period, which aroused public interest in musical instruments.
In June, the 1st National Toys and Musical Instruments Trade Fair (Abrim) takes place in São Paulo, which would later become Expomusic, the largest event in the instrument sector in Brazil and in which Giannini has participated since the first edition.
90's - Giannini moves to the Salto city, where it is still today. This period begins with Giannini producing the Fender Southern Cross line, between 1991 and 1994, with an approximate production of 6 thousand instruments per year. Despite all the investments, Giannini and the entire national instrument market suffers a severe blow with the economic plans initiated by the Collor government, in addition to the arrival of imported products in our market, with costs that reached half of the national products.
In the year that celebrates its 100 years, Giannini brings the reissue of one of its most iconic guitars, Supersonic, based on the model produced in the 60s and 70s. This year, Giannini also closes the activities of its last area in the Capital of SP , concentrating all its production at the plant in Salto. Imports of the first electric guitars from China begin.
The company makes a major investment in technology, importing CNC machines, raw materials and air-conditioned painting booths.
2004 / 2006
Release of a series of guitars, including Signature by Wander Taffo and re-release of Supersonic and Gemini, in addition to the reissue of Tremendão.
Giannini's stringing factory gains the ISO 9001 quality certificate, which encompasses the entire manufacturing process and confirms the quality of the entire strings line.
The company celebrates 110 years, being the cover of the largest magazine in the segment of musical instruments.
Inauguration of the business office in the capital of São Paulo, which concentrates the Presidency, the Commercial and Marketing directorate and the Commercial and Products management, in addition to its showroom. This year the company returns to produce tube amplifiers, with the Classic T.
Opens its first office in the United States as Giannini USA.
Release of the reissues of its Diamond and Craviola guitars, and launches its Start line, aimed at those who are starting their musical studies.
Giorgio Giannini dies at October, 16, and his sons take over the company, with Roberto Coen Giannini as president and Flavio Coen Giannini as vice president and marketing director. In this period Giannini releases new products on the market, such as strings for ukulele.
New lines made in Brazil are released, such as the Stage guitar line, the Performance Pro line folk guitars and the national production of Craviolas, starting with the release of the 6-string steel Craviola baby and the 10-string Craviola viola.
In the year in which celebrates its 120th anniversary, Giannini continues its expansion, with the release of the its baby Travel guitars and the viola Ponteio, celebrating the date. The company's communication also undergoes a renovation, with your logo being updated, adopting a more clean and modern layout. The slogan for Giannini's 120 years is "Writing a new story". Tranquillo Giannini left his mark, as so did Giorgio Giannini. Now it is Roberto and Flavio Giannini's time to write their story, preparing Giannini for another 120 years of history in Brazilian music.
The company continues its renovation, releasing a new packaging layout for its strings series and a new website, modern, with all the information that dealers and consumers look for. Release of the viola Ponteio, in celebration of 120 years.
We are committed to satisfying customers, meeting their needs through the continuous improvement of processes and products, seeking to achieve established goals and objectives, working as a team and with an awareness favorable to the environment.
To produce and commercialize products, to exceede the expectations and the trust that shareholders and the market have in our products and services.
Gain the market share, being a reference company, with internationally recognized quality.
Have the desire, ambition and creativity, working as a team, respecting the environment and encouraging people's initiative.