Our story
Every shoe tells a story: the story of the one who wears it, and the story of those who have chosen it with passion for generations.
Founded in 1982, Pli-Pla was born in the neighbourhood, grew alongside its people, and continues to walk with them — step by step — between tradition and innovation.
Our story step by step
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1954
Aldo Becheroni entered the newly liberated city of Trieste in the wake of the Bersaglieri, his suitcases filled with shoe samples: it was the beginning of a story defined by courage, passion, and a love for Italian craftsmanship.
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1956
Two years later, Aldo founded B&B Diffusione and opened the first cash & carry warehouse in Milan dedicated to footwear distribution. A pioneering step that contributed to the transformation of the wholesale footwear trade.
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1968
Aldo receives the certificate of merit for Footwear Selection. It is a recognition of his vision and passion in the research and selection of quality footwear, an award for the commitment that continues to guide Pli-Pla to this day.
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1976
Aldo, together with his wife Delia, purchased the license for a small artisanal shoe factory from Giuseppe Petruzzi, which had been active since 1930 at 52 Via Piero della Francesca. A key moment that marked the beginning of the Pli-Pla family tradition in the sale of quality footwear.
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1982
Pli-Pla is born, the shoe store with an onomatopoeic name that evokes the sound of footsteps and the pleasure of walking well. The business passes into the hands of Franco, the son of Aldo and Delia, who carries on the family tradition of quality, service, and customer care.
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1985
Pli-Pla introduced the famous pink bags that would haunt the neighborhood for years, becoming a true icon recognizable everywhere and a symbol of the bond between the shop and its community.
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1992
Franco’s wife, Monica, joins the Pli-Pla family, contributing to the growth of the shop and its welcoming, “home-like” atmosphere. During these years, the famous pink discount vouchers are also introduced, filling customers' wallets and quickly becoming a beloved habit.
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2019
Pli-Pla steps into the future and launches its first e-commerce site, bringing the same care and attention as always online. From that moment on, customers can choose their favorite footwear from the comfort of their own home, and Pli-Pla begins reaching families throughout Italy with its style, tradition, and unique service.
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2020
Pli-Pla launches its line of handcrafted Made in Italy "friulane," footwear born from the Friulian tradition and reinterpreted with premium materials and quality craftsmanship. A project that combines artisanal skill, comfort, and timeless style, steering the Pli-Pla brand toward a new, quintessentially Italian identity.
UNCOMPROMISING COMFORT
For generations, we have selected footwear that provides good support for the feet and accompanies every step, because walking well is a right.
curated selection and quality
We select every shoe as if we were recommending it to a friend, thanks to a lifetime of experience. Reliable materials, real comfort, and brands we believe in.
neighborhood trust, national presence
From a family shop in the neighborhood to an online landmark throughout Italy. Pli-Pla accompanies your steps, wherever you are.
Our path towards the future
For over forty years, we have accompanied the steps of those seeking authenticity, comfort, and trust.
Pli-Pla began as a neighborhood shop and aims to remain one, even online — a place where human connection and artisanal tradition meet the digital world.
We believe that walking well means living better, and that every shoe should tell a story of care and attention, step by step.
A family, a story: the same passion for generations.
At Pli-Pla, every shoe is chosen as it once was: with care, attention, and respect for the person who will wear it.
From the neighborhood shop to the digital world, we walk alongside our customers, step by step, with the same trust as yesterday and our sights set on tomorrow.