BENRUS Opens First Store
Monday, February 23, 2015
BENRUS, the lifestyle brand with roots going back to World War II, has launched its first store.
The resurection of the BENRUS brand is the brainchild of former Alex and Ani CEO Giovanni Feroce.
The first store is located at the Culver Road Armory in Rochester, New York.
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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 in 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.
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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