1933
Transfer of shares
With the “family pact”, Luigi Lavazza, at the age of 74, formalises the transfer of all his shares in the company to his children, who have long collaborated in running the company.

1936
Luigi Lavazza retires
This is the year the founder of Lavazza retires to Murisengo. Luigi feels he has done his part and expresses the need to go into retirement, particularly after having witnessed the destruction of a million bags of coffee in Brazil, simply to keep prices up after a sharp decline triggered by production that far exceeded demand. From his house in Murisengo, Luigi continues to follow the company, offering his children advice during difficult times.

1939
War approaches   
As Italy gets closer and closer to joining the war (10 June 1940), Mussolini blocks coffee imports. In the words of Luigi Lavazza, “We need to hang tough and move ahead as best as we can”. The company reorganises but does not stop working. Giuseppe is at the helm of the company, Mario leaves to set up his own business and Pericle goes to war as a medical officer.

1945-46
The Lavazza brothers together for reconstruction
After the war, Mario devotes himself to administrative work, Giuseppe to commercial activities and Pericle to equipment and products. Mario, Giuseppe and Pericle are together again and they reconstruct the factory on Corso Giulio Cesare, that had been damaged by bombing: The company is back in business. Times are tough, the Lavazza brothers need to re-establish relations with suppliers, employees and banks. Trading is also difficult, due to the numerous limitations on imports. Despite all these difficulties, the three brothers agree on one goal: the specialisation of the company. Therefore, they need to focus on just a few products, namely coffee, oil and soap. In 1946, the Borghi studio in Milan designs the first Lavazza logo. Brand policy begins.

1947
The sales network expands
The introduction on the market of the first bags of roasted coffee with the Lavazza logo in a highly visible spot represents an important step toward implementing modern marketing policies. The sales network expands, moving outside the province. The company focuses on entering the channel of hotels, restaurants and cafés.

1948
Growth
This is the boom year in the demand for coffee (over 88 million lb): Lavazza progresses rapidly and optimistically doubles its capital. The resources will be used to help the business expand. In fact, the following year Lavazza opens its first branch, Sadar, in Milan.

1949
Luigi Lavazza passes away
On August 16, Lavazza loses its founder. Luigi Lavazza dies at the age of 89.

1950
The first advertising campaign
“Lavazza Paradiso in tazza” (heaven in a cup) is the company's first claim in press and radio commercials. Television is not common in Italian homes. In the meantime, the group diversifies its range of products and creates the forerunner of today's “Qualità Oro”.

1955
New headquarters
The amount of roasted coffee sold comes to 6 million pounds. During the same year, Lavazza purchases the factory at 59 Corso Novara in Turin, still the location of the company headquarters and executive offices. The regions of Northern Italy are criss-crossed by cars bearing the red-and-black Lavazza logo on the sides.