What: La Rinascente doubles down with its local anchoring by inking a partnership with the iconic Florentine fashion fair.

Why it is important:  It is an astute way to at the same time proclaim its attachment to the city of Florence, and benefit from its visibility and positioning.

Italian department store group Rinascente is celebrating the renovation of its Florence store with a two-day 'Be Florentine' event. The event will kick off with a private concert for 250 international guests and continue with a live show at the Purple Gallery.

The renovation of the Florence store, which began in 2018 and ended in 2021, has given the interiors a quintessentially Florentine feel. The store now stocks 800 brands, about 100 more than before, with a focus on fashion and emerging labels.

The event will also showcase the work of an emerging designer selected from the Pitti Uomo competition.

Rinascente's e-tail sales are expected to reach €100 million within three years, and the company plans to exceed its pre-Covid revenue results this year.

La Rinascente teams up with Pitti in Florence