million € turnover
employees
production lines
sm floor area
countries export
M sm product per year
In an old VHS tape stored in our archives, Luciano Giani tells: “I was watching my wife who was unwrapping a chicken breast she had just bought at the supermarket. With a knife she removed sticky scraps of absorbing paper. This image gave me the idea”.
The founder laminated a microperforated film with the absorbent paper and produced the first pad for the food packaging industry. The great producers of fresh meat packed in trays were immediately enthusiastic about it.
In 1987 Magic was born. Many other hunches marked its path, minor innovative insights that came silently into people’s lives, but that all can be traced back to an origin: the lamination of absorbent layers.
Magic srl
Absorbing by innovating
Any excess fluids represents a critical issue in the sectors our company is operating today:
Each area needs specific absorption capacity products. Providing these suitable products is the challenge to which we devote all our energy.
Because innovation is an ambitious game which is played on several fields.
Technological research
From 2020 to 2024, we invested 75,000 hours in research and development, testing different materials, simulating processes, and analysing and comparing the results. This work marked the beginning of a major renewal of our product range, leading to the development of new absorbent solutions for different applications.
The choice of materials
The steady performance reliability over time depends on the quality of the raw materials. We carefully select and check the materials, we verify their integrity and compliance to the standards. From the beginning of 2020 to today, 26 new products have been approved in our laboratories.
The production process
At the heart of Magic is a manufacturing system comprising 15 production lines, operating 24 hours a day. In 2020, two lines dedicated to Airgel production were added to the plant, marking Magic’s transition from converter to airlaid material manufacturer. In 2021, Airgel g-grade was introduced: an airlaid material certified OK Compost Industrial.
Compliance and safety
We operate in an industry subject to complex and changing regulations. Our steady regulatory updating, the compliance with quality standards and legal requirements, our attention to safety processes are issues on which we do not yield for our brand, employees and customers protection.
Environmental management and material development
Magic integrates the management of environmental aspects into its business processes through an ISO 14001:2015-certified management system and through activities assessing materials, production processes and end-of-life options of its products.
People
We are a small community where relationships are built on sharing, listening and mutual respect.<br /> Magic’s growth also depends on giving people the opportunity to develop new skills and work in an environment where safety is given constant attention. This is why we invest in internal training, technical development and employee welfare initiatives.<br /> In recent years, we have also strengthened our governance model, internal control tools and the monitoring of ESG indicators, making decision-making processes and the review of company activities more structured.
Vision
New ways to do better
We produce absorbent products that are mostly used in the food packaging, medical and personal care industries. We would like the market to talk about us for the innovative contribution to the sector: it is the idea that drives our choices. We devote assets and time to research and product development in order to find a new way to improve what has always been done.
Enthusiasm, passion, creativity is the fuel, people the engine: we foster talent so that everyone's qualities become everyone's benefits.
Mission
Testing, experimenting, innovating
Technical expertise and robust manufacturing methods are the foundations of any company that aims to innovate, and they have guided the way our company has developed over time. Building on these solid foundations, we test, experiment and refine our processes without losing sight of our customers’ needs: performance, production reliability, efficient use of resources, and solutions that differ in composition and end-of-life options.
Present
Tradition belongs to our family
Mr. Mauro Giani and Mrs. Mara Galli, respectively Magic’s CEO and CFO, are cousins. They take up the challenge of the founder Mr. Luciano Giani by sharing the same commitment and vision. A business management in the name of entrepreneurial continuity and family ethics.
In 2023, DeA Capital Alternative Funds SGR S.p.A., now Green Arrow Capital Alternative Funds SGR S.p.A., acquired a majority stake in Magic.
ESG at Magic
Magic integrates environmental, social and governance aspects into its business systems. The ESG section presents the activities and initiatives adopted in these areas, together with their respective scope of application.
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Magic foundation
In the mid 80s Luciano Giani and his son Mauro, then 24, founded Magic, a company operating in the lamination of absorbent tissues. The headquarters are in Oleggio (Novara).
1987
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Meatpad is patented
Launch of the patented product Meatpad in the food packaging industry. Magic wins the Packaging Oscar in the “Production” category
1989
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The headquarters
The company moved to a new 1200 sm headquarters. The covered area was increased to 2700 sm in 2004. Even today the unit is part of the buildings that make up the production site.
1996
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Launching production for the medical industry
Magic enters the medical sector with disposable materials and products both for dressing and hospital, especially conceived for the operating theaters.
1999
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UNI EN ISO 9001:2008 certification
Magic obtainen ISO 9001 certification, the international standard for Quality Management Systems (SGQ)
2001
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Launching production for the personal care industry
Magic expands its offer by starting the production of disposable sanitary and personal care products.
2005
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Fire at the production plant
A terrible fire devastates the production unit in Marano Ticino but does not stop Magic's entrepreneurial spirit
2008
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Headquarters expansion
Magic keeps growing and further expands the covered area of its headquarters to 5800 square meters
2010
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BRC-IOP Certification
Magic achieves another important milestone by obtaining BRC-IOP certification, a recognition of quality in the food packaging industry
2011
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Spongel patent licence
Magic acquires the patent licence for Spongel, a superabsorbent powder developed for integration into absorbent materials
2015
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Further expansion and awards
This year is marked by a further expansion of the covered area to 8800 square metres and saw Spongel win first prize in the Raw Materials and Innovation category at the Index Awards in Geneva
2017
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Spongel enters the production phase
The installation of the first industrial-scale Spongel production plant expands Magic’s expertise in the development of superabsorbent materials
2018
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Airgel plant
With the installation of the new Queen plant, Magic begins producing Airgel, a high-performance absorbent airlaid material containing Spongel
2020
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Launch of Airgel g-grade
Magic introduces Airgel g-grade, an airlaid material certified OK Compost Industrial
2021
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Introduction of G-pad
Magic introduces G-pad, an absorbent pad for food packaging certified OK Compost Industrial
2022
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Sviluppo Sostenibile invests in Magic
In 2023, DeA Capital Alternative Funds SGR S.p.A., now Green Arrow Capital Alternative Funds SGR S.p.A., acquired a majority stake in Magic
2023
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ESG
Integration of environmental, social and governance tools: ISO 14001-certified environmental management system, Code of Ethics, Legislative Decree 231 organisational model, Legality Rating and dedicated insurance coverage
2024
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Launch of PulpForm
Development of PulpForm, a cellulose-based airlaid material certified for industrial composting and suitable for shaping using dry-molding technology
2024