"No other people are popular like Franco Cozzo in Melbourne" — that's how the iconic Melbourne furniture salesman described himself in a 2022 documentary.
It's unclear whether the statement was meant to be serious or humorous, but Cozzo — who died this week at the age of 87 — was never afraid to laugh at himself.
Cozzo's unique sense of humour is the first thing that his friend Tony Cavallaro remembered about him.
"He loved to joke!" said Cavallaro, who also owns a business in the Melbourne suburb of Footscray, an area that hosted one of Cozzo's furniture showrooms.
"He is going to be missed. He was the largest persona in Footscray. How many people have you heard that don't say Footscray, they say Foot-a-scray? It's sort of stuck in people's minds."
Franco Cozzo's friend and fellow Footscray business owner Tony Cavallaro in his shop. Source: SBS News
“Grand sale, grand sale, grand sale. Where? In Brun-a-swick and Foot-a-scray,” he would announce with his strong accent.
For many, Cozzo became a symbol of Melbourne's growing multicultural identity in the latter half of the 20th century.
Another small business owner in Footscray, Chris — who was wearing a Franco Cozzo T-shirt — referred to him as his hero.
"He was such a charismatic character," Chris said.
"He came over as a migrant. And being of a European heritage myself, I think it's pretty impressive. He's been a little hero of mine."
Chris, the owner of a hairdressing business in Footscray, decided to wear a T-shirt featuring Franco Cozzo today. Source: SBS News
In Palazzo di Cozzo, a documentary about Cozzo released in 2022, he talks about his youth working with his father breaking in horses. He says he never liked that job and wanted a different life.
Like thousands of Italian migrants over those years, he travelled to Australia to follow his dreams, arriving without money and not speaking English.
Before opening his stores in Footscray and Brunswick, he sold electrical appliances from door to door.
The Franco Cozzo showroom on Footscray's Hopkins Street, which Cozzo owned for five decades, was sold for $7 million in 2018, while his longstanding store on Sydney Road in Brunswick has also been closed.
Cozzo's role in fostering a sense of belonging for migrants and employing Melburnians facing homelessness has been praised by many, including Katie Hall, the state member for Footscray.
"He is someone who changed Footscray in many ways, put Footscray on a map with his very famous advertising."
She shared her favourite memory of Cozzo from the 2016 AFL grand final week.
"We were having the best week ever. Franco sat at the front of his shop, wearing his Footscray scarf, on one of his chairs, waving at the passing traffic."
Cozzo also made history by producing Australia's first Italian-language TV program, Carosello, in 1968.
Gisella Cozzo, Franco Cozzo's daughter, said her father always loved music and supported local artists.
"I'm a singer and songwriter. And he loved his music. He actually wanted to be an artist himself, he wanted to be a singer, but perhaps through me, he became a singer too."
Many Australians will remember Cozzo for his elegant appearance. He often wore a chequered jacket and a vibrant tie, with the edge of a pocket square peeping out.
"With a customer, you gotta be always ready, pronto, and full of perfume," Franko said after generously spraying himself with perfume, in the first scene of Palazzo di Cozzo.
A mural of Franco Cozzo was painted on the side of his historic Footscray store in 2015 to honour his legacy. Credit: Instagram
"You'll always be in our hearts, all the ten children, all your family. You are always treasured, your soul and persona that you were. Thank you, Dad," she said.
Cozzo passed away "surrounded by his loving wife and family", his family announced on social media.
He is survived by his wife Assunta and 10 children.
Produced in collaboration with SBS Italian.
