Its Official: BENRUS is Launched

GoLocalProv Business Team

Its Official: BENRUS is Launched

 

 

GET THE LATEST BREAKING NEWS HERE -- SIGN UP FOR GOLOCAL FREE DAILY EBLAST

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Rhode Island is home to a new lifestyle brand - BENRUS is officially launched.

The BENRUS watch company was the staple product for the US military during World War II. Giovanni Feroce, the former CEO of Alex and Ani, has resurrected the company and is transforming it into a lifestyle brand - everything from apparel to bags to their iconic watches.

BENRUS, headquartered in Providence, has launched a new web platform and announced its first new retail store locations.

New Store Locations

As previously reported in the Democrat and Chronicle, Rochester will be the site of the first BENRUS store. After Rochester, BENRUS will open stores in Charleston, SC, Washington, DC and Newport, RI. The schedule of store openings has not yet been announced.

The New York Times featured BENRUS is a September Fashion & Style feature, “On July 1, Mr. Feroce hit one timely objective when he acquired the license and trademarks for BENRUS, an American watch brand best known for its military-issue timepieces. The company, founded in 1921, filed for bankruptcy in 1981; Mr. Feroce is in the midst of bringing it back to market. His goal is to transform BENRUS into a lifestyle brand — selling things like backpacks, bomber jackets, even a men’s cologne called BENRUS Black, a reference to “black ops” — with the watches taking center stage.
Mr. Feroce, who wore a Timex Expedition watch during his years of service, is hardly the first military man to appreciate the benefits of a reliable timepiece. In the opening pages of Tim O’Brien’s 1990 war classic “The Things They Carried,” the narrator takes inventory of the items his fellow infantrymen brought to battle.

 


Rhode Island’s 50 Richest and Most Influential - 2013

Enjoy this post? Share it with others.