Magnifying mirror, Diam: 200mm (207.01)

Valera or Vallera is the local name of the valley where our headquarters are located. Through this valley (in Italian, valle), a small stream flows, named Laveggio. Herons can be seen on the banks of the stream, horses graze in the meadow next to the factory, and there are pastures nearby with cows and sheep... This is in the Swiss Canton of Ticino, Switzerland, where Ligo Electric has been operating since 1978, manufacturing haircare devices under the VALERA brand since 1990. After a few years of humble beginnings, the venture became so successful that the factory building was doubled in size in 2008, to 4,000 square meters. Perhaps it's not a coincidence that the Valera name, derived from Latin, means "healthy, strong, brave, and courageous.

Valera milestones:

• 1955 Gustavo Soresina founded the company SOREL in Milan, which manufactures hair dryers and other small electrical household appliances for well-known brands.


• 1978 Ligo Electric SA was founded in Ligornetto, Switzerland (Canton Ticino), and started production in a new factory.


• 1990 A new brand, VALERA, was created, and the company positioned itself as a specialist in hair care devices.


• 2008 The factory of Ligo Electric SA was expanded, doubling the area to 4,000 square meters.


• In 2010, production in Switzerland was also expanded to include hair straighteners.


• In 2012, VALERA was sold in more than 80 countries.


• In 2015, Swiss Power4ever was awarded the Plus X Award.


• 1955-2015: 60 years of hair dryer production.

How it all began?

Let's go back to the year 1955 when 30-year-old Gustavo Soresina decided to embark on the adventure of starting his own business in the basement of a townhouse in Milan. He named the small startup SOREL and began manufacturing hair dryers and other small electrical household appliances, soon collaborating with renowned brands.

The Soresina Family

From the beginning, Gustavo Soresina, the founder of SOREL in Milan, was supported by his wife Helga, who handled the administrative work. Thanks to Gustavo Soresina's experience and talent in developing successful business relationships, as well as Helga's precision and dedication, things went well, and the company continued to grow.

In 1978, due to their international roots and culture, the Soresina family sought a suitable location to build a larger factory and considered relocating the company to Switzerland. In the Canton of Ticino, Switzerland, they found favorable conditions for business development and founded Ligo Electric SA, which started production in Ligornetto (Mendrisio) in a new factory.

Meanwhile, two sons joined the company: Claudio in 1976 for production, research and development, and IT management, Flavio in 1978 for marketing and business development.

Gustavo Soresina, who is currently in his 90s, has passed the leadership on to his sons, but he still invests time to help and contribute to the company's decisions. The ideal combination of tradition and innovation characterizes the company. VALERA keeps the promise of the Swiss cross and carries this promise to the world.