BENRUS’ Feroce Joins World War II Foundation’s Board of Directors

Thursday, July 09, 2015

 

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Giovanni Feroce

Giovanni Feroce, Chairman and CEO of BENRUS, has joined the World War II Foundation’s Board of Directors. 

Feroce is a U.S. Army combat veteran and will help the Foundation in educating future generations about the stories and experiences of those from the World War II generation. The Foundation also produces military documentary films that often air on PBS affiliates around the world.

“The World War II Foundation is honored to have Giovanni Feroce join our board of directors," said Tim Gray, Chairman of the World War II Foundation. "Having met personally with Giovanni and corresponded with him often, I came to understand quickly how important preserving the legacy of the personal stories of veterans was to him. It’s a great fit for us and we welcome Giovanni’s enthusiasm and his addition to a board that is already global in scope and very proactive in its efforts to preserve the stories of the WWII generation.”

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“The timing could not be better for me to do all I can to recognize and commemorate the efforts of the greatest generation,” said Feroce. “This year on Father’s Day I joined my mother in Germany and finally located the grave of my grandfather who I am named after. This emotional experience, 71 years later for my mother, should be as important to us today as it is to her in understanding the sacrifice of those who saved the world.” 

BENRUS’ Military Roots

BENRUS is a lifestyle brand based out of Providence that has roots in World War II, often drawing upon that heritage in its clothing and accessories.

Also, Feroce served in Operation Iraqi Freedom and Operation Enduring Freedom, and was at one time a Ground Operations Officer and Interagency Operations Officer at U.S. Central Command.

 

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. 

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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

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Sunglasses

The BENRUS brand features a wide range of aviator sunglasses.

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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.

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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.

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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.

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Time

Infantry is another in the BENRUS watch line.

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Looking Good

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

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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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