HISTORY
Behind every successful company is someone who has made courageous decisions
50’s
The spouses Edda Paracchini and Giovanni Piazzalunga begin their
entrepreneurial adventure with the artisanal production of
corsetry items for the Italian markets.
The encouraging results lead to the birth of the Parah brand in 1953.
Curious note: the name of the brand initially chosen was “Parak”, in
homage to the founder's surname, but a typographical error
transformed the original name into “Parah”.
The mistake immediately turns into a lucky charm and is
kept for years to come.
60’s
In the early sixties, the craft workshop took on the size
of a small business. In 1962 the real company was born at
a corporate level, in Gallarate, in the province of Varese.
During the sixties, Parah converted the production from underwear
into swimwear and coordinated beachwear, for which it will establish itself in the eighties
as one of the best known and most appreciated brands in the sector in Italy.
The company begins to manage its own distribution network consisting of
a dozen agents.
60’s
In the early sixties, the craft workshop took on the size
of a small business. In 1962 the real company was born at
a corporate level, in Gallarate, in the province of Varese.
During the sixties, Parah converted the production from underwear
into swimwear and coordinated beachwear, for which it will establish itself in the eighties
as one of the best known and most appreciated brands in the sector in Italy.
The company begins to manage its own distribution network consisting of
a dozen agents.
70’s
In 1975 with the inclusion in the company of Gregorio Piazzalunga,
the second generation of the founding family continued the story of Parah.
The young entrepreneur understood the potential of the beachwear sector and in
1976 began to produce new swimwear lines.
Sabbia, Impronte and Off-limits beachwear
are born,reaching different types of consumers and covering all
market segments. The brand, one of the first to use large-format billboards, creates advertising campaigns that reflect social
changes.
The desire for transgression in the early seventies peeps out in the posters, with the "scandalous" position of the first testimonial of the Parah brand,
Barbara D’Urso and, subsequently, the aggressive and
characteristic attitude of the eighties.
80’s
During the 1980s, Parah established itself as a leader in the
market of swimwear and on the wave of the emerging phenomenon of Made in Italy, it becomes a point of
reference for companies in the sector.
At the end of the eighties, the company resumed the production of corsetry.
90’s
The years at the end of the millennium brought great innovations that pushed the
revival of the underwear sector. Among the most popular items is Lumière, the bra without cuts or seams, worn for the communication campaign by Deborah
Compagnoni. In a few months, Lumière's sales exceeded 100,000 units.
In 1998 the company also looked to expansion abroad with the opening of the
first two single-brand stores in Spain.
2000s
For the first time in the sector, machinery and
technologies used in the pharmaceutical field are used for the development of
special polyurethane cups that keep the air inside even
after repeated washing. “Aria” is born, the lightest push-up ever made,
weighing just over 50 grams. Our ambassador was Nathalie
Caldonazzo.
The push for innovation allows the introduction of new models
such as: "La Gabbia", inspired by traditional corsetry, from the Renaissance
to the nineteenth century; the Bikini Coppa Plus, which dresses all types of breasts (from
size II to V); the “BK206”, a new bikini model with extendable cups, a real revolution for women with particular wearability needs.
The testimonial was Fernanda Lessa.
2010s
Parah celebrates its sixtieth birthday since its foundation.
It is an opportunity to realize the attention to female customers with
a brilliant limited edition:
Parah Anniversary. The world of the web takes over and in May 2011 the site is enriched with the new online boutique. The company starts the
project of diversification of the collections by also focusing on
new clothing items for the brand: the Parah Concept collection is born with
many proposals to coordinate and mix to create truly exclusive looks.
New modeling in the corsetry are then declined also in the
Beachwear: among the best known, the “Tulip Bra”, with the particular flower shape; the "Push Up High Tech Bra" ideal for
both small breasts than for more abundant but not perfectly toned ones; finally, the “Super
Up Bra”, consisting of a graduated cup with underwire. Parah New Generation
is a sophisticated mix of tradition and innovation, a complete wardrobe to
dress the woman at any time of the day.
The present
Since October 2019, the brands of the Parah Group have been taken over by
ParahSol company.
The first success of the new management is the recognition of the brand by
the Ministry of Economic Development of a historical brand and consequently the registration of Parah
in the register of Italian historical brands.
From 2021 Parah becomes part of the historical Italian brands.
The property decides to celebrate with a
limited edition capsule called PARADISO53.
The name is inspired by the logo of the first advertising poster and the year
the brand was founded.
