LBG will restructure the brand for the U.S. and global markets with signature pieces and an updated look.

NORTH AMERICA–Lyft Brands Group has acquired the American watch and lifestyle brand Benrus Holdings, an affiliate of New England Partners Opportunities Fund.

Under the terms of the acquisition, LBG will restructure Benrus to the U.S. and global markets by offering signature pieces and an updated look to the historic brand.

“Benrus has a real story that speaks to the American dream,” says Sara Fernsrom, chief executive officer, LBG. “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.”

Benrus was founded in 1921 by three brothers from New York whose watches were worn by the U.S. military during WWII. The military connection has been woven into the spirit of the brand and will continue to serve as inspiration for the future collections.