The Iconic American Watch Brand, BENRUS Under New Leadership

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New England Partners Opportunity Funds Group (NEPOF) Announces the Acquisition of Iconic American Watch Brand, BENRUS in Partnership with Lyft Brands Group (LBG) to Restructure the Company for Global Expansion.

Revival of a Classic

BENRUS certainly has strong customer awareness, but our marketing strategy provides room for growth, which will be a key focus in growing the brand,” Says Sara Fernstrom, Chief Executive Officer, Lyft Brands.

BENRUS, the iconic American watch and lifestyle brand, will get a fresh start under new ownership and management. BENRUS Holdings, LLC an affiliate of New England Partners Opportunities Fund, today announced the acquisition of the brand and its partnership with LBG, which will operate the business going forward. Together, they will restructure BENRUS to the US and global markets by offering signature pieces and an updated look to the historic brand.

Infused in rich American history, BENRUS was founded in 1921 by three brothers from New York whose affordably priced watches were proudly worn by U.S. military during WWII. The military connection is woven into the spirit of the brand and will continue to serve as inspiration for the future collections. The historical timepieces continue to be widely popular amongst avid worldwide watch collectors.

BENRUS quickly grew to become the 3rd largest watch company in the United States, behind Bulova and Elgin. Multiple generations of luminaries, such as John F. Kennedy, Charles Lindbergh, Babe Ruth and Walter Johnson have worn iconic BENRUS timepieces throughout history.

By combining a love of detail and a passion for adventure, BENRUS aims to create quality goods worthy of everyday wear. The notion of heritage is evident when describing BENRUS, the ninety-seven-year old classic American brand, which is poised for a comeback after several years of complacency.

Through its global network of international partners, the BENRUS brand will continue to expand within mono-branded boutiques, shop-in-shops, department stores and a growing ecommerce marketplace. The brand will have core categories developed and managed through licensed partnerships.

“BENRUS has a real story that speaks to the American dream. The customers connect with it and this will play a valuable part in how we position the brand going forward. We will stay true to the heritage though our high-quality military inspired detail. BENRUS certainly has strong customer awareness, but our marketing strategy provides room for growth, which will be a key focus in growing the brand,” says Sara Fernstrom, Chief Executive Officer, Lyft Brands.

BENRUS has a very distinct customer base that has been somewhat neglected by the market. BENRUS has much more potential than its current business. We plan on refocusing on our distinctive DNA in all aspects - aesthetic, price point, and channels of distribution; to ensure that the right customer is being approached with the right product. The goal of the company is to return to be a leader in the global watch industry.

Originally a watch company founded by three brothers in 1921, BENRUS was recognized for decades for legendary timepieces proudly worn by the U.S. Military. The military-inspired lifestyle brand, has since expanded beyond its signature watch collection and includes bags, sunglasses and apparel. For more information, please visit

NEPOF is a private sponsor investment group with current investments in packaging, consumer products, business services, software, real estate and various tum around opportunities.

Lyft Brands Group LLC is a brand management company that licenses world renowned brands across multiple categories, industries and territories through strategic planning, impactful marketing and long-term partnerships with industry leading licensees and operators. LBG targets quality brands with established recognition and strong long-term growth potential. Our partners share the company’s vision and approach towards expanding brand presence and driving revenue. The company website:

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