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The founder of Luiza magazine, Pelegrino José Donato, died Tuesday (4 years old) at the age of 94, in Franca, where the retailer's headquarters are located. He was still living with his wife, Luiza Trajano Donato, in the neighboring residence of the first store, headquarters of the network.
He was buried in Saudade Cemetery, in town.
Born in São Carlos, Donato took his first steps in building one of the largest distribution chains in the country as a traveling salesman in the interior of São Paulo.
Luiz Trajano Donato, talented saleswoman, played a fundamental role in the family's business trajectory. One year after the marriage, in 1956, the couple invested all its savings in the purchase of a souvenir shop in Franca, called A Cristaleira, which would give birth to Luiza magazine.
Donato and his wife ran the company until the early 1990s, when their niece Luiza Helena succeeded them. The couple did not have children.
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