The industrialization of the manufacture of toys and small sculptures

Through the strong demand for sculptures of Val Gardena after the Second World War, the limits of the valley’s production system came to light. With the putting-out system the people of Val Gardena couldn’t keep up with the more and more competitive world market. The old system made it impossible for the wholesalers to control the quality and the delivery time of the sculptures by the home workers, as those not always were able to manage all the requests coming in from several wholesalers. Moreover, neither the artisans nor the wholesalers were interested in modernizing the production process as the new models were regularly copied by the competition. Consequently, they risked not to meet the requirements of the clients or of the new market, which in the meanwhile had developed and on which excellently worked merchandise as well as fast and secure delivery times were asked for.

This new situation made the wholesalers take in hand themselves the production of the sculptures. The use of modern machines enabled a significant increase in the production, a greater precision and thus higher profits. In addition, a punctual delivery of the orders could be guaranteed.

Among the new businessmen, Anton Riffeser stands out because of his very special “nose” for business issues. His story shows once again that individual initiative is often pivotal for the development of a century-old handcraft tradition. Hence the firm ANRI (ANton RIffeser), founded already in 1925, was the first factory which attacked with courage challenges in the production management unknown until then. After the Second World War, the factory was enlarged and equipped with the first machines such as wood carving machines for the first rough handling of the sculptures. This firm was also the first one in the valley in possession of a wood drying plant and to open a branch in Germany. For many years the firm was of fundamental importance for the economy of the valley, as it offered jobs for numerous people: in 1952 the firm had 50 employees, three years later the number increased to 150, two more years later the employees were 230 and in 1965 280. The firm ANRI still exists, but its importance within the social order for the valley has diminished, among other things because of aspiring family businesses such as the firm BERGLAND.

A further example for the industrialization is the firm SEVI (SEnoner VInzenz), which was specialized in the wooden toys production. The seat of the management was in S. Cristina, whereas the works were erected in Pontives, at the entrance to the valley.

In this type of factory, for example ANRI and SEVI, both carvers and painters worked in the same plant. New was the fact that the various tools and machines were put at disposal by the employer, who also paid the employees a monthly salary. Initially, these factories were heavily criticized by the population, but with time passing they realized the advantages of the activity as an employed person: you had a fix salary, were medically and accident insured, received bonuses, family allowances and a pension, and you could exercise your job in comfortable and spacious rooms. Up to that point in time, such working conditions were unknown to the carvers and the painters.

But in the last years it can be noticed a clear countertendency, as the large industrial companies have to cope with more and more difficulties. The delicate work phases such as the final processing of the figures, the assembling of the various pieces and the painting of the sculptures have necessarily to be made by hand. For that reason, the large firms have a high fixed cost and less flexibility in the management, and therefore struggle in periods of crisis. If a firm is not able to reach the planned sales volume, it is forced to dismiss personnel and, in extreme cases, to shut down, as it happened with the firm SEVI. On this account, lately small family businesses came out on top because they can back on a higher flexibility, a greater originality and quality of the products, an excellent relationship with the clients and above all on a considerable cost containment. Hence we could almost talk about a return of the putting-out system: the firms commission orders to the home workers and sell the articles manufactured for them under their own brand.