1910
Luigi Lavazza focuses on blends
Always striving to do more and to improve, Luigi Lavazza decides to focus on consolidating business and boosting the company’s prestige. He realises that in order to set himself apart from others, he must make a name for himself with his most prized product: coffee. He does this through a skilful use of blends, an art unknown as yet to his competitors, who simply sell a single variety of coffee.

Via San Tommaso 10
Business is booming and soon the company needs more working space. The Lavazza Company moves to Number 10 on Via San Tommaso in Turin. Today this is the site of the only café in Italy owned by Lavazza.

1915
Growth and decline
Just before the outbreak of the Great War, the company has over 40 employees. The wholesale business develops significantly after the move to the larger facilities on Via San Tommaso. New land is purchased in town to house new headquarters on Corso Giulio Cesare.

The difficult war years
With the outbreak of the Great War, work gradually drops off but Lavazza holds out, despite the fact that nearly all of his men have been called to the front. Luigi assembles the entire family at the company. "The war is an episode," he says, meaning that it is essential to keep moving forward and be ready when the war is over, without giving in to the temptation of easy and illicit gains.

1920
Specialisation
Luigi Lavazza is assisted by his children Mario, Beppe, Maria and Ginetta, while Pericle continues his studies and decides to focus on specialisation. Oil, sugar and roasted coffee are the products to ply.

1923
Coffee production grows
With the introduction of the new packages and the electric coffee-roaster which helps to increase coffee production, Lavazza launches a readymade product on the market. Its salesmen move further and further out, travelling by train to obtain new orders.

1926-27
Luigi Lavazza S.p.A.
Luigi Lavazza, his wife Emilia and their children Maria, Mario and Giuseppe establish an unregistered company, "Luigi Lavazza": In November 1927 it is turned into a joint-stock company with a share capital of 1,500,000 lire.

1931-32
A delivery van
Lavazza changes its sales system, purchasing a delivery van. The agents visit potential customers with freshly roasted coffee ready for delivery. The innovation is a success and soon the company has three trucks.