About URAD

Not long after the Second World War, Alessandro and Richardo Daru opened their first plant. Then in 1966, things really took a turn: Mr. Alessandro Daru invented an all in one leather cream. URAD was born! At first, the demand came from leather furniture manufacturers who really appreciated that in only a few minutes they could give back a show room finish to their work of art! For many years URAD was mainly used by these professionals. Our catalogue included big sizes URAD (E.I.: 5 and 50 kg barrels) and a few other industrial products. In 1969, Mr. Heinz Kaufmann was introduced to the product and was amazed at the results he was obtaining with old tattered leather. When he tried it on his shoes, he was convinced he had discovered something! He asked Mr. Daru to manufacture URAD in small jars of 500g and, in 1973, went to a Flea Market to test out, commercially, his idea. Inspired by the traditional shoeshine chair, he demonstrated the qualities of URAD leather cream on people’s shoes, and in one day alone, sold 144 jars of URAD! This marketing method for shoe care products is still in use today and has been copied by many. It may not be the most glamorous method, but Mr. Kaufmann has always taken pride in being able to show directly to people the quality of his products. It was not through some TV trick or slick image ad campaigns; he wanted to show them the real thing, on their own handbags, their own leather jackets and on their own shoes!Read their story