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. 

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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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The BENRUS brand features a wide range of aviator sunglasses.

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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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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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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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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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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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