At the end of 1991, the Company underwent a complete restructuring. The complete department store model has been replaced by the concept of department store with specialization in fashion.
From 1994 on, the Company’s expansion plan began. Fully restructured, it opened stores beyond the borders of Rio Grande do Sul, then began operating in the states of Santa Catarina and Paraná.
Lojas Renner was a pioneer in creating the Enchantment Meter in 1996, with the objective of measuring the customer shopping experience satisfaction. The dissemination of this culture occurs through thousands of Stories of Enchantment, which record differentiated initiatives promoted by the Company’s employees with customers.
In 1997, another great step was taken: the company’s entry into the State of São Paulo, the country’s main economic center.