Plates? Chairs? Even cars?
According to a new article in Inc., Alex and Ani wants to expand its brand way past jewelry.
“At the end of the day, I’m building a department store,” CEO Giovanni Feroce is quoted as saying. “Someday, you’ll sit in an Alex and Ani chair. It will feel better. You’ll eat off Alex and Ani plates. Your food will taste better. Why can’t you have an Alex and Ani signature-series car?”
The article notes that the jewelry retailer, which sold a stake to a private equity firm in October, hopes to have 57 stores by the end of the year. It currently has 28.