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Once upon a time, two Italian immigrants with a shared love for picnics embarked on a journey to bring families together, create lasting memories, and realize the American dream. Today, the story of Picnic Time Family of Brands has evolved into a heart-warming tale of perseverance, passion, and a deep-rooted belief in the power of shared experiences.
Gustavo Cosaro and Mario Tagliati’s vision came to life in 1975 when they opened "Two Gentlemen from Verona" in Woodland Hills, California. This unique shop provided customers with a delightful combination of fine wine, quality cheese, and friendly service. As their offerings expanded, the duo noticed a recurring request from customers: a picnic basket to complement the perfect picnic experience.
The Birth of Picnic Time
With no suitable picnic baskets available in the market, Gustavo and Mario took it upon themselves to fill the void. They imported empty, hand-woven baskets, enlisted family members to sew napkins and tablecloths, and thus, Picnic Time was born.
Initially, sales were local, but their innovative products quickly gained popularity through trade shows and word of mouth. Eventually, the duo closed their wine and cheese shop and moved into a warehouse in Moorpark, California, focusing solely on their burgeoning picnic business.
The Picnic Time Family of Brands
With the aim to make picnicking accessible to everyone, Picnic Time's simple mission evolved into a diverse range of products. Today, the Picnic Time Family of Brands encompasses four distinct brands, each designed to bring people together and enhance leisure time experiences.
Though the company has grown exponentially, its core values remain unchanged. Every team member is committed to customer satisfaction, and they continue to earn their customers' loyalty every day. Danny Corbucci, the Managing Partner at Picnic Time Family of Brands says the main aim of the brand is to bring together families and ensure everlasting memories.
“We started off as a picnic-first company i.e. only with picnic basket, but over time we expanded. Today, Picnic Time Family of Brands has four brands i.e. the flagship Picnic Time that focuses on picnic products such as baskets; Toscana focuses on serving trays, cheese boards, and gift sets; Legacy focuses on wine and beer accessories; and Oniva is for outdoor gear products.
“Today, the headquarters are in Los Angeles, California where we also have five home-owned warehouses. We outsource some manufacture to China, India, and Mexico, and our products are distributed in USA, Canada and Latin America,” explains Danny.
Secret to Success
Danny points out that two critical factors enabled them to expand their business. “We listened to two sets of people: our employees and our customers. We encourage our employees to constantly share ideas, so we can improve. When it comes to customers, we know that feedback is critical, as they are the people buying our products,” he adds.
Thanks to this feedback, Picnic Company Family of Brands has licencing tie-ups with Disney Group, the National Football League, Warner Brothers (Harry Potter merchandise), and Coca Cola amongst others. But the company has plans to expand further. “While a bulk of our sales is in e-commerce, we are also seen in mom & pop stores. However, we want to move to bigger retailers such as Costco and Walmart,” says Danny.
Nearly 40 years since its inception, Picnic Time's story remains a testament to the power of the American dream. From a small storefront to a thriving family of brands, the company's journey is a perfect example of hard work, determination, and passion.
Danny Corbucci, Managing Partner, Picnic Time Family of Brands
As the Picnic Time Family of Brands continues to flourish, its mission remains unshaken: to bring happiness and create lasting memories through shared experiences. With every picnic, families can cherish the moments spent together, knowing that the legacy of Gustavo and Mario lives on, one basket at a time.
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