Melbourne furniture businessman Franco Cozzo – whose catchy television commercials and larger-than-life personality made him something of a Victorian identity – has passed away at the age of 87.

“It is with great sadness that we announce the passing of our beloved Franco Cozzo,” his family said in a statement. “He was surrounded by his loving wife and family.”

Cozzo rose to fame after appearing in a series of TV advertisements for his furniture store in the 1980s, with his catchy phrase, “Grand Sale, Grand Sale.”

The Italian claimed he did not have money when he migrated to Australia, and he started selling electrical appliances door-to-door before opening his namesake stores in Footscray and Brunswick, ABC reported.

Cozzo is survived by his wife and 10 children.