(Updated 2:39 p.m.) ROCHESTER, N.Y. – Benrus, the watch company and military-inspired lifestyle brand led by former Alex and Ani CEO Giovanni Feroce, is opening its first retail store on Thursday in the Culver Road Armory.
“The historic yet distinct design of the Culver Road Armory is an identical reflection of the Benrus brand; proud of its background but a frontline in the fashion industry,” Feroce, CEO and chairman of Benrus LLC, said in a statement.
Feroce, a retired U.S. Army field grade officer, said he made it his mission to re-launch Benrus, which began as a watch company in 1921. It was known for manufacturing time pieces for the U.S. military.
The store will feature everything from backpacks and watches to apparel and accessories. A previous press release from the company said it will open another boutique in Buffalo, N.Y., this year.
The company also said it will open its flagship store in Newport in spring or summer this year.
