Almost everyone has bought one at least once in their lifetime, helping to turn it into a true cult object. We are referring to the famous American Little Trees, known in Italy as Arbre Magique: a tree-shaped car air freshener that, over the decades, has become ingrained in popular imagination. From its appearances in iconic films such as Ocean’s Eleven, Seven, The Legend of the Fisher King, and Despicable Me, to its interpretations in design and art, like the Déjeuner sur l’Arbre table designed by Arnaudo for Gufram, this small item has secured a prominent place in popular culture.

Few people know, however, that the brand has Italian roots. Behind Little Trees/Arbre Magique is Tavola Spa, founded in 1947 by Enrico Tavola as an import-export company between Italy and the United States. Today, the company, with a turnover of €65 million and a portfolio encompassing nearly 20 brands, both owned and licensed, across the personal care, home, and automotive sectors (including the well-known Orphea insect-repellent sheets for eco-friendly garment protection), is led by entrepreneur Gianpaolo Re.

The company reports an annual growth of 8-10% and is currently pursuing an internationalization strategy, with a particular focus on European markets. “We aim to become an international benchmark ­ — stated Gianpaolo Re —­­­­­­ We have already established a company in Portugal serving the Iberian market (Tavola Iberica) and are expanding into France, Germany, and other European countries. To be an entrepreneur today, it is also essential to be a good manager: an idea alone is no longer enough. One must understand marketing, engage with the financial world, and lead the future by entrusting it to the next generation. In our case, this will be achieved with my daughter Giorgia Re, who currently serves as General Manager.”