The box advertises a wood particle board called Cellsa (it's stated right on the front). Cellsa is mentioned as an Italian brand of particle boards in the TuttoLegno technical glossary, but honestly, I haven't found much information to dig deeper.

Manufactured by Unione Fiammiferi S.P.A., this box transports us to mid-20th century Italy, a time when particle board was beginning to revolutionize the furniture industry. Until then, much of the sawdust, shavings, and small wood chips had little use. The new particle boards allowed these residues to be transformed into a strong, economical, and versatile material, making it possible to produce furniture that was much more accessible to millions of households.

It's curious that a match factory would advertise this product, although both industries shared the same protagonist: wood. Today, particle board is part of our daily lives, but this small box recalls the moment when that innovation was still a true novelty.