BENRUS Announces First Retail Store Location in Rochester, New York
RISBJ Staff | Feb 17, 2015
ROCHESTER, NY – It’s about to be a better time in Rochester, New York. BENRUS, a new military inspired lifestyle brand invading the fashion scene, just announced the Culver Road Armory will be home to their first retail store in the USA.
BENRUS, originally a watch company founded by three brothers in 1921, was recognized for decades as legendary timepieces proudly worn by the U.S. military from World War II through Vietnam. Giovanni Feroce, a retired U.S. Army field grade officer, made it his mission to re-launch this iconic brand into a full-fledged lifestylecompany.
“The historic yet distinct design of the Culver Road Armory is an identical reflection of theBENRUS brand; proud of its background but a frontline in the fashion industry, said Feroce. “BENRUS’ recent multi-year partnership with the Buffalo Bills is also an exciting component to our presence in the Upstate New York area.”
The 1,400 square foot store is set to open on Thursday, February 19th at 10 a.m. and will offercustomers an interactive upscale shopping experience with a nostalgic touch. Extending off the brand’s iconic military watches; recently launched BENRUS product categories include everything from trendy backpacks to classic apparel and accessories.
“For the Culver Road Armory to be a part of this iconic brands’ rebirth under Giovanni’s leadership is a shining example of our vision for this project,” said Fred Rainaldi Jr, Developer of the project and member at Whitney Baird. “The fact that the genesis of both is borne out of the U.S. military allows us to celebrate not only the history of our military but BENRUS’ unique approach to lifestyle offerings.”
“The dynamic transformation of the Culver Road Armory and the surrounding area makes it the perfect location for this amazing new brand. We welcome BENRUS to the Eastside of our city, to a neighborhood that is thriving and progressive. As the City Councilwoman representing this district, I could not be more appreciative to Mr. Feroce and the Rainaldi family for believing in us,” said City Councilwoman Elaine Spaull.
By following BENRUS Rochester on Facebook and @BENRUSusa on Instagram and Twitter consumers will get exclusive sneak peaks, giveaways, along with an announcement of their Grand Opening Celebration.
BENRUS, LLC was founded as a watch company in 1921. For over fourdecades, it manufactured legendary timepieces for the U.S. military. Giovanni Feroce, internationally recognized as one of today’s most successful American CEO’s, is building BENRUS into a multi-billion dollar, military-inspired lifestyle brand. Mr. Feroce currently serves as Chairman and CEO of BENRUS, LLC. Please visit www.BENRUS.com for more information.
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