I don't know if I've ever been into a Reny's, but (from their website) they do look like a very Maine-ish company. Perhaps if they are looking to attract the "trendy" people of Portland they could get some advice from their soon to be neighbors about their branding.
Portland Press Herald: "The Maine-based department store will occupy both spaces at 540-544 Congress St. and become the company's 14th location in Maine.
John Reny, an executive with the family-owned company, said the company looked at the site years ago but was wary of moving into a downtown space with little on-street parking.
Portland "is a very trendy place to live and work," he said. "Downtowns are coming back. We really think it's a good opportunity for us."