Carlo Salerno, originally from Calabria, arrived in Florence in the 50's. He learned his trade alongside Loredano Ciulli, an artisan and businessman of the times with whom he shared both the trade and years of unlimited respect. Together with Loredano he took on a profession that suited him perfectly. Until that moment he had undertaken numerous different jobs, from that of croupier to sales promoter for pharmaceutical companies, but he was often known to say:"you have to like what you do to do it well". In the 60's he created his first Carlo Salerno leather goods company, which is today known as "VERDE RANA S.R.L."