Swiss Professional Hair Tool Company Valera Expanding in the U.S.

Valera, a Swiss professional hair tool manufacturer, is expanding into the in U.S. professional beauty market. With multi-patented technology, Valera says it has a wide range of hair styling tools designed for professional hair stylists and barbers.

Valera's five patented technologies include "Rotocord," prevents cord tangling and the Touch Me cool-to-touch nozzle designed for precise blow-drying techniques. All of the patented technologies are included in the company's top dryers, three of which are now launching in the U.S.—the Dynamic Pro 4200, Unlimited Pro 5000, and the new Color Pro 3000 “Light”.

The company reports that over the last 30 years, it has stayed true to its “Swiss Cross Promise”…which is to only produce tools by ethical and sustainable means, reducing the company’s carbon footprint, and ensuring quality control by having each and every dryer assembled and tested three times by hand before allowing its distribution. 

The brand launched in Italy 65 years ago and now has a global presence with distribution in over 80 countries.

Here is the story behind the brand: In the mid-1950s, Gustavo Soresina sprouted an idea for an electrical appliance company called Sorel in the basement of a townhouse in Milan, Italy. After producing hairdryers and other small electrical household appliances for prominent brands in Italy, Gustavo and his wife, Helga, looked to new horizons in Switzerland to expand their venture. To do this, they levied their competencies. His strengths included innovation, client relations and a strong mindset for business, while her expertise included administration, precision and dedication to product design and functionality.

Within the next two decades, the Soresina family landed in the small town of Ligornetto. Here, Ligo Electric would be established, and a state-of-the-art factory constructed along the quaint brooks and sweeping meadows of Switzerland.

Ligo Electric and the Soresina family would subsequently develop a new brand of products under the name we now know as Valera. It shares the name of the valley the headquarters reside. Its meaning—healthy strong, brave, and courageous—is a direct parallel to Gustavo’s story. 

Over a decade later the Ligo Electric factory was expanded, allowing for increased production, and worldwide distribution. By 2012, Valera was known globally as a premier manufacturer of precise and sustainable hair styling tools made for professionals, by professionals. 

Now, with its launch into the U.S. market, Valera says its mission is "to provide professional stylists in need of precise, durable, and reliable tools that will support their craft and last a lifetime."

For more information about Valera—The Swiss Hair Specialists, visit www.valera.com/en

Valera hair tools are now available nationwide for qualified hair professionals at www.trubeautyconcepts.com and https://www.nationalsalon.com.