The objective of this article is to present the analysis of a case study regarding a small-medium enterprise Italian-owned company in the start-up phase, which produces consumer goods such as playful learning products for 0-24 months children. The Company is unlisted and is fully held by a family-controlled group. It meets the basic requirements of a ‘Made in Italy’ brand and its products are manufactured using production processes that reflect the concept of sustainability. The term ‘sustainability’ of a company refers to an organisation’s concrete commitment to promoting a business model that not only enables the company’s long-term profitability, but is also attentive to the environment, social welfare and long-term governance. The research is conducted through a qualitative method and intends to analyse implemented processes and results of the case study, obtained interviewing Company’s management. In particular, the research focuses on commercial, financial, and social strategies. The Company was founded in 2020 and, after establishing itself in the Italian market, it started a process of internationalisation, promoting itself as a ‘Made in Italy’ company.