Giovanni Feroce, the Iraqi War Army veteran and former Rhode Island state senator who spent four years as chief executive officer of jewelry firm Alex and Ani, has moved onto his next venture, and it’s one with a military lineage.
Through his investment firm, GF Asset Management, Feroce acquired a majority stake in the Benrus brand from M.Z. Berger & Co., which maintains a minority interest, and intends not only to put it back in the watch business but introduce it as a lifestyle brand with men’s and women’s sportswear, footwear, accessories and fragrances. And, counting on military-style precision, he expects to have the pieces in place for a wholesale business in time for holiday selling as well as a two-story, 3,500-square-foot store in Charleston, S.C., the first of a planned group of stores, during the fall.
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