In 1917 the Borletti family becomes owner of the department store and commissioned Gabriele D'Annunzio for a new name, the Rinascente, which sees a rapid expansion in the '20s and' 30s, remaining strong during the war, and in the 50s it has an incredible recovery that leads it to become a real institution in the evolution of consumption.
Rinascente is the first to sell those objects, protagonists of the change of italians' lifestyle, from the refrigerator to the miniskirt.
It has also modern collaborations with designers, such as Gio Ponti, Max Huber, Bruno Munari, interpreters of the new international cultural trends. Brands' list includes Converse, Acne, Alexander McQueen, Alberta Ferretti, Adidas, Balmain, Giorgio Armani, Givenchy, Missoni, Paco Rabanne, Roncato and many others.
The store is organized on seven floors, the last one is assigned to catering. Rinascente has offices in Milan, Rome, Florence, Cagliari, Catania, Genoa, Monza, Padua, Palermo and Turin.
The goal is to strengthen the brand in Italy and export it abroad, bringing the project of style and exclusivity of Rinascente beyond national borders and creating a real collection of shops.