video: GoLocalTV: BENRUS CEO Feroce on GoLocal’s 50 Wealthiest and Most Influential 2015
Thursday, August 13, 2015
GoLocalProv is slated to launch its 2015 edition of Rhode Island's 50 Wealthiest and Most Influential, and caught up with BENRUS CEO Giovanni Feroce -- who was on the initial Wealthiest and Most Influential list in 2013 -- to talk more about wealth, influence, and success in Rhode Island.
BENRUS was the watch company that was the staple product for the US military during World War II, and is now becoming a successful lifestyle brand under Feroce's direction.
"I am the poorest rich guy in RI, because I believe in the definition of entrepreneur - you risk everything," said Feroce. "I will put every single resource I have if necessary in BENRUS. I could have chosen to never work again but I feel that I have a responsibility to create and maintain jobs."
BENRUS, which recently launched stores in Nantucket and Rochester, NY, is slated to expand in the coming months.
"I know how to build brand value," continued Feroce. "I have never been more confident that when all is said and done, despite the hard road me and my team are on everyday, we will create a multi-billion dollar company. Therefore I know I have a shot by 2020 at being one of RI's few billionaires."
Related Slideshow: Take a Tour of BENRUS’ First Store in Rochester
The first BENRUS store is now open in Rochester, New York.
More stores are scheduled to open, including Newport, RI.
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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