Valera, Swiss Hair Specialists since 1955, means more than 60 years of professional experience in hairdryer production. With the special line Valera Salon Exclusive, Valera is targeting only hairdressers: By professionals, for professionals only. The styling appliances are designed to meet the requirements of the most demanding hair professionals and are available exclusively to hairdressing salons through a selected distribution.
Let’s go back to 1955, when the 30 years old Gustavo Soresina decided to risk the adventure of an own business and started it in Milan in the basement of a townhouse. He named the little start up SOREL and begun to produce hairdryers and other small electrical household appliances, soon cooperating with famous brands.
In 1978 the Soresina’s, looking for a proper location for building a bigger factory, thanks to their international roots and culture, had the idea to move the company to Switzerland. In the Swiss canton Ticino they found favorable conditions for business development and foun...
