Our story began in via Crivelli
In 1985. In the thriving atmosphere of Milan, where projects, dreams and ambitions were unfolding, three young entrepreneurs chose a small office in centrally located via Crivelli as the headquarters for their entrepreneurial adventure. Hence, Phoenix srl was established, one of the first Italian companies to import from the USA products that were so revolutionary for the time that even a reference merchandise category had as yet to be drawn up. They were called nutritional supplements in America, where they had been successfully used for years, but here in Italy, the land of the far more famous Mediterranean diet, they had no name and were almost entirely unknown.
And it was thus that, driven by deep motivation and strong belief, busy 24-hour working days, sleepless nights, parking fines, continuous travel between Italy and the United States, Phoenix srl participated in Herbora, an innovative trade fair on natural health, held in Milan, launching its pioneer products: Beta-carotene, a powerful carotenoid for healthy eyesight and skin, that Magnesium 375 would become a top seller worth over a million packages, despite being only a bet at the time.
Sales offers were handwritten on letterheads, and the response, “No, thank you,” was only too often just round the bend. But not even the flaunted suspicion of the most sceptical doctors or of the most conservative pharmacist could undermine the company’s powerful enthusiasm. Furthermore, the brand name chosen to launch this small product line was defined with visionary insight, and already predicted its future success: LongLife was not merely a promise of well-being; it soon became a genuine byword for excellent quality, and took pharmacies and herbal stores by storm throughout Italy during the subsequent decades.