About us

The ‘Louella’ trademark was first established in 1950 by Louis Massarella who had a great love for racing pigeons and horses. You could say Louis’s long-held ambition had been to own breeding studs of both and produce top-quality stock.

John Massarella is the eldest son of Louis and following in his father’s footsteps he too kept and raced pigeons at the Belgrave Boys Club in Leicester.  He was also a very competitive showjumper and by the age of 15 had won the BSJA juvenile National Champion trophy on a pony called ‘Michael’

Soon after this, he decided to join his two uncles in their butchery business learning all the skills of the trade and for a time thought he might want to own his own shop. However his heart wasn’t really in it and in 1963 he took the decision to join his father in the family business based at Kirby Park Farm, Leicester Forest East.

For John, that was the beginning of his lifetime ambition, to work alongside his father and breed the best from the best to provide the fancy with the opportunity of purchase top quality pigeons at realistic prices.

Over the years Father and son purchased many top-flight Kings cup winners and National and Combine winners. Louis’s other sons Michael and Mark also joined them on this journey and became just as passionate about breeding premium stock and countless winners have been bred by them with fanciers winning many National Combine and Federation trophies.

In recent years John had taken over much of the running of the stud and every day would be walking through the lofts keeping a watchful eye or at his desk writing adverts for the following week’s publication, always with the help of his trusted employees. 

Keith Evered who has been at Louella since 1979 and has a wealth of experience in pigeon management. Natalie Tomlinson who joined Louella 13 years ago and has a great deal of experience in the administration and pedigrees and Sue Ward, a familiar friendly voice to many, who has been part of the Louella team for over 15 years.

Now in his 76th year although John is not ready to retire he has taken the decision to hand over the daily management of the lofts to Keith knowing that with his 40 years experience, the day to day running of the lofts is in very safe hands. Natalie has increased her responsibilities in the office with pedigree certification, running the website and assisting with the advertising.

Together this small and trusted team with Johns expert knowledge and keen eye overseeing all pairings of stock pigeons and purchasing of new and exciting introductions will continue to provide the fancy with popular up to date winning families –  some new to Louella as well as all the old favourites here for you to choose from.

View all our birds for sale

Louis-Massarella-and-Son
Louis Massarella and his son John
John Massarella at work
John Massarella at work
Keith at work
Keith Evered has been at Louella since 1979

Atomic Kittel. Dirk van den Bulk. Direct son of De Kittel.
Atomic Kittel. Dirk van den Bulk. Direct son of De Kittel.

Dirk van den Bulck – Super Sprinters.

Atomic Kittel, a direct son of De Kittel when paired to Daughter Tom

De Kittel winner of 1st. National. Ace bird KBDB speed 2013. Lowest coeff (0.95%) ever in KBDB speed ace pigeon history,

Fastest Quievrain +25,000 b
Fastest Quievrain +17,000. 

De Kittel has proved himself time and again as a producer of top class winners.

Daughter Tom Full sister to Gueretje, winner of 1st National Gueret. Tom also bred Olympic Ace ’15, 2nd National Gueret and is a winner of 1st Ace Pigeon Antwerp 2005 and 2006 winning 34 prizes.

Along with Atomic Kittel we have a select Van Den Bulck family with pigeons bred through the best lines including  2 direct from Gold Dust, 2 direct from Banksy, 1 direct from Angelina, 1 direct from Katu,  all from the very best Dirk Van Den Bulck stock birds from the loft of Marcel and Brian Sangers. We also have birds bred on the lines of Geode Rode, Olympic Rosita, Blauwe Leo, Olympidae 4000 and Golden Leo 40000.


Roland Janssens –  Super Fast Sprinters from 50 to 150 miles

Well tried and tested with great success.


Harry's Dream Girl. Jan Hooyman. Direct daughter of Champion Harry.
Harry’s Dream Girl. Jan Hooyman. Direct daughter of Champion Harry.

Jan Hooymans – Fantastic Harry lines

Harrys Dreamgirl Direct daughter of Harry, Exceptional racer breeder, winner of 1st  NPO Blois 37,728b, 1st NPO Chateauroux 22,340b, 3rd NPO Chateaudun 21,250b, 6th Morlincourt 4,418b. When he was paired to Dochter Dreampair, dam of 2nd National Argenton Yrl 4,086, 8th Chimay 1636b , 9th Laon 1,692b.

Double New Harry Hilde. Double granddaughter of New Harry, Superb Racer/Breeder: Winner of 1st Niergnies 14,737 b, 1st  St Maxenc 12,984 b, 1st Melun 1,046 b.

Dam of Urus, winner of 3rd International Silver Race Algarve One Loft Race 2019.

Jewel Beauty Harry, Direct son of Beauty Harry, sire of New Harry. Winner of 1st Niergnies 14,737 b, 1st St Maxenc 12,894 b, 1st Melun 1,046 b. Dam of Jewel Beauty Harry is Sister to Harry, winner of 54 prizes including 32 in the Top 10 and full sister to Harry.  

The family is completed by a select few of other inbred Harry pigeons.


Louella Ludo Classens – The Miracle Man from the Borders

Maybe the best Sprint/middle distance racer of his time. Bred from his best lines including SupercrackFavorite 65, De Late Lange Vos, Red Venus, De Vale, Jonge Supercrack. Ours are a predominately Grizzle and White Grizzle family.


Rudy's Geo. Gaby Vandenabeele. Direct son of Rudy.
Rudy’s Geo. Gaby Vandenabeele. Direct son of Rudy.

Gaby Vandenabeele – The Fabulous Allrounders.

Their fantastic performances throughout the UK really need no introduction from Louella. They have been with us for more than 40 years but we have rejuvinated our original stock adding lines from Super Romeo, Neptunus, Wittenbuijk, Lion King, Tsunami, Condor and Nicky to name a few. We have also introduced new lines with direct children of New Bliksem and Rudy


Louella Chocolates – Ever popular Sprint/Middle Distance

Rejuvenating our old established team of Karl Meulamans with the introduction in 2020 of our new popular chocolates predominately Andre Dijkstra/ Meulaman, an up to date winning family.


Pieter Veenstra, Nico Volkens, Maarten Vikenborg, Anton Schultz, Leo Pronk

Our smaller families include Staf Van ReetKirkpatricksJules Severi and Braspennings to name but a few.

Plus the many families that Louella have become a household name for :- Jan Aardens Internationals, Corbett Busschaert and Champion Sprint/middle distant Jacob Poortvliet.