The Lorenzo Masiero brand was registered in 2008 and it was decided to set up the generational change that would ensure the continuation of the company in the years to follow. The presence of the three children Luca, Monia and Erika, already involved in the family business, becomes increasingly important. Consequently, Lorenzo decides to pass the baton while maintaining the coordination role and continuing to leave his mark on all the collections.

The main sales channel is through participation in international fairs such as Paris and Milan. The company now has 15 direct employees, plus a number of partner suppliers who work almost exclusively for the shoe factory.