BENRUS' Providence Store Opens Thursday

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BENRUS' Providence Store Opens Thursday

CEO Giovanni Feroce
The home of BENRUS headquarters will open its doors to the public just in time for the holiday season the evening of November 19th from 6:00 pm to  9:00 pm where guests will enjoy a night of shopping with cocktails and lite bites.

Starting on Friday, store hours will be 10:00 am to 9:00 pm Mondays thru Saturdays and Sundays 11:00 am to 6:00 pm.

BENRUS, a military inspired lifestyle brand, is openning its first Rhode Island store and retail showroom in Providence. The Retail Showroom will be located on the 1st floor of 39 Pike Street, Providence, RI (on the corner of South Main Street).

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The BENRUS brand is owned by CEO and Chairman Giovanni Feroce. Previously, Feroce was CEO of Alex and Ani.

BENRUS, originally a watch company founded by three brothers in 1921, was recognized for decades as legendary timepieces proudly worn by the U.S. military from World War II through Vietnam. Giovanni Feroce, a retired U.S. Army field grade officer, made it his mission to re-launch this iconic brand into a full-fledged lifestyle company.

The 1,700 square foot store is set to open on Thursday, November 19th at 10 a.m. and will offer customers an interactive upscale shopping experience with a nostalgic touch. Extending off the brand’s iconic military watches; recently launched BENRUS product categories include everything from trendy backpacks to classic apparel and accessories.

“I’m extremely excited to announce the opening of our retail showroom, said BENRUS CEO and Chairman, Giovanni Feroce. It’s important that our local Rhode Island supporters can purchase our products directly from our showroom during the wonderful holiday season. The combination of opening during this joyous season and hard work makes it a great way to end our first full year in business and transition to bigger and better things come the new year”, added Feroce.

By following @BENRUSusa on Facebook, Instagram and Twitter, consumers will get exclusive sneak peeks, giveaways, along with an announcement of the Grand Opening Celebration.

New Store Location on Pike Street

Take a Tour of BENRUS' First Store in Rochester

Interior

Take a look at the interior design of BENRUS' first store in Rochester, NY.

The 1st store opened last week at the Culver Road Armory. 

Sunglasses

The BENRUS brand features a wide range of aviator sunglasses.

Jeans

The lifestyle brand has launched a complete line of jeans for men and women. Soon to be available both online and at retail locations.

Watches

True to the BENRUS brand legacy, the company's collection of watches are featured in the new retail store.

The legacy of watch-making goes back to the early part of the 20th Century.

Retail

Design, design, design. The BENRUS brand is all about design both in its retail locations and its product.

The Rochester, NY store stands out for design.

Time

Infantry is another in the BENRUS watch line.

Looking Good

The BENRUS brand is launching a complete line of premium men's shirts. Many of them are available at the online store.

CEO

Giovanni Feroce - the former CEO of Alex and Ani is trying to make lightning strike twice in building BENRUS into another successful lifestyle company in Rhode Island. 

As GoLocal previously reported:

Giovanni Feroce, who teamed with Carolyn Rafaelian to grow Alex and Ani from sales of $4 million to more than a reported $220 million in 4 years, then left the company, is now back with a new venture - BENRUS. The BENRUS company has a rich legacy as a military watch company, but under Feroce the company is being built into a broader lifestyle brand.

Feroce describes the acquisition as a multi-million dollar transaction. 

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