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2005: Rinascente changes its skin, enhancing the brand’s prestige.

In 2005 Rinascente is sold to a group of investors including Investitori Associati, Pirelli Re, Deutsche Bank and the Borletti family. The aim is to reposition the brand towards the premium end of the market, transforming it into the best showcase for Made in Italy and international brands.
Vittorio Radice is nominated CEO. He boasts a long career abroad as head of prestigious and successful department stores. Such as Habitat, which experiences thorough expansion under his guidance, and Selfridges, which opens 3 new stores and becomes the cult place for “cool” shopping.

The objective: to reposition the brand towards the premium end of the market and increase its value, through three strategic processes based on change:
· Renovation of all shops and opening of new points of sale, in the most important Italian cities
· Increase of the commercial offer, by adding prestigious fashion, design and life-style brands, both Italian and international
· Transition from free service to a total, competent Customer care

The aim is to create real points of reference, that will attract customers by offering events and innovations, making shopping a captivating and rewarding experience, “which satisfies the customer, making him or her willing to bring a souvenir back home”, as Vittorio Radice himself underlines.