Today's Weather
The Ghiorse Factor

Feroce Launches BENRUS Watch Company - Will He Be the Comeback Kid?

Monday, July 07, 2014

GoLocalProv Business Team

BENRUS Store Interior

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.

Legacy

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

The legacy of the watch company goes back to 1921, when three brothers Benjamin, Ralph, and Oscar Lazarus of Romanian descent founded the watch company that went on to be the watch of choice to the U.S. military during World War II.

Feroce, an Army veteran, tells GoLocal, "When the opportunity presented itself, it was obvious that we (BENRUS and me) were a perfect match. I am extremely proud to have served our country as a member of its armed forces. As someone who is often approached to speak to groups with respect to my military management system and style, I am additionally pleased to run BENRUS as a brand that will remind people of our great nation's people and capabilities.

Since 1921

"The 1940s saw huge growth for the company. As America entered the Second World War, there was a huge demand for support. Because of their innovation and superior quality, BENRUS was given top secret government contracts. Contributions of ingenuity included manufacturing one of the first ever waterproof watches which became standard issue for World War II era frogmen. The employees of the Waterbury, CT Plant were honored with the Army-Navy “E” Award for their outstanding production of war materials."

Impact on Rhode Island

BENRUS will be headquartered in the Fox Point area of Providence, RI. Feroce, who built Alex and Ani as a Made in America company which created more than 1,000 jobs in Rhode Island, said, "We will manufacture what we can in the U.S., with the hope that we can manufacture everything someday here as well, but I am realistic that it could take a few years in certain categories."

View Larger +

Store Exterior

BENRUS First Location

The first retail location will be in Charleston, South Carolina and Feroce said, "I hope to have a half dozen retail locations by 2015."

"I am really focusing on 2015 forward as far as sales, so my hope this year is to get the organization going here at our new headquarters in Providence, get a retail store or two open and a solid website that can perform for the holidays," Feroce told GoLocal.

"Our first retail products to hit the shelves are backpacks. Nordstrom and Urban Outfitters, just to name a few of our wholesale partners, are proudly selling them now."

View Larger +

Major Feroce

Experience in the Military

Feroce is a veteran of Operation Enduring Freedom and Operation Iraqi Freedom. He received a Combat Action Badge in 2004 for his actions in Iraq protecting the lives of FBI personnel for whom he had tactical control over, by calling in Bradley Fighting Vehicles to eliminate an insurgent attack. Originally entering the military as an enlisted Private, he received his commission through the University of Rhode Island's ROTC program and retired in July 2010 as an Army Major.

Related Slideshow: Newport’s Wyndham Estate in Photos

Wyndham Estate

Constructed in 1890, Wyndham Estate is a 2 1/2 story ashlar stone Baronial home designed by architect William Ralph Emerson, cousin of Ralph Waldo Emerson.

History

Wyndham Estate celebrates its 125th anniversary next year. The mansion was designed and built for its original owner, Rose Anne Grosvenor, a philanthropist from Providence.

Room to Grow

The home boasts 12,175 square feet of living space, with 7 bedrooms, 7 bathrooms, and 9 fireplaces, on nearly 12 acres of property.

Bedrooms

With a spacious Master Bedroom, large circular Turret and East bedrooms, plus four guest bedrooms; hosting overnight guests is never likely to be problematic in this mansion.

* Master Bedroom - 22'8" by 14'

* Turret Bedroom - 17'10" circular

* East Bedroom - 17'2" by 17'5"

* Guest Bedroom - 12'4" by 11'6"

* Guest Bedroom - 18'6" by 14'10"

* Guest Bedroom - 11'3" by 11'3"

* Guest Bedroom - 12'5" by 8'2"

Location, Location...

Wyndham Estate lies in the heart of Newport, only one half mile from both the New York Yacht Club and Newport Country Club, and one mile from Fort Adams State Park.

Grand Ballroom

Whether it is a wedding, holiday party, or family function, Wyndham Estate's 1200 square foot Grand Ballroom makes for a perfect space for entertaining guests.

Music Room

Outfitted with beautiful artwork and a grand piano, the mansion's music room is a great place to hide away and tickle the ivories. In fact, at 475 square feet, you could probably fit most of an orchestra in this room.

On Top of the World

(Or top of the island, at least)

Wyndham Estate sits atop the highest point of Newport - and has the views to prove it.

Kitchen

Wyndham Estate boasts a large 320 square foot kitchen (with service area) on the first level, making for great dinner parties. There is an additional galley kitchen on the home's top level.

Landscape

The large, 11.76 acre property is well-manicured with several custom landscaping features including at three-tier waterfall with a private sitting area, and a manmade pond

Bathrooms

With 2 1/2 bathrooms on the first floor, and 4 on the second level, finding a place to quickly powder your nose will rarely be an issue.

Library

If you are looking for a quiet place to read or study, the mansion features a home library...try not to become distracted by the view.

Roof Deck

Perfect for summertime entertainment, the mansion features a 47' by 27' open air observation deck with stunning views.

Hot Tub

What better way to relax after a long day than climbing up to the 18' circular roof top hot tub?

Attention to Detail

When William Ralph Emerson designed Wyndham Estate, no detail was spared, evidenced by the intricate wood-carved moldings found throughout the mansion.

Renovation

Wyndham Estate underwent major renovation and restoration a few years ago, but much of the much of the home's original essence remains intact.

Walk-in Closet

More like live-in closet!

At 12'10" by11'10", the closet attached to the Master Bedroom is bigger than many bedrooms... no need to trim down your wardrobe here!

Grand Staircase

The mansion's Grand Staircase allows one to enter the room with style. There is also a separate servant's staircase to access the second floor.

Dining Room

Just off the Grand Ballroom sits the home's formal dining room, perfect for intimate dinners.

The Grounds

Wyndham Estate is comprised of three separate lots of record, with the mansion itself sitting on Lot B (4.05 Acres). Lots A and C are each just under 4 acres apiece.

Fireplaces

There is little better on a cold New England winter night than cozying up to a warm fire. Wyndham Estate, has 9 different fireplaces to choose from.

Newport Mansions

Newport is known for its landscape of mansions spanning from Ocean Drive to Bellevue Avenue. From Rosecliff to Vanderbilt's The Breakers, and dozens in-between, Newport has a rich history of wealth, and the lifestyle that comes with it.

Cliff Walk

Want to experience a different view of the Newport Mansions? Try the Newport Cliff Walk. The 3.5 mile long public access pathway pairs the beauty of the Newport coastline with some of the island's historic mansions -- including Beechwood, Rosecliff, Marble House, The Breakers, Ochre Court, and Rough Point

Enjoy this post? Share it with others.

Sign Up for the Daily Eblast

I want to follow on Twitter

I want to Like on Facebook