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A Jewish-American family saga unfolds around the rise of a fashion retail empire and the ensuing devastation within the family. Josh Feldman, son of Max Feldman, the ambitious founder of the successful shoe store chain Fratelli Massimo, has always envisioned his future working alongside his father. Starting with a single store in the 1950s, financed by his mother’s trust fund, Max capitalizes on the shopping mall boom, expanding the St. Louis-based business to hundreds of locations nationwide. At industry events, he is a celebrated figure, admired by suppliers and the media. Eager to follow in his father’s footsteps, Josh is passionate about the family business, distinguishing himself from his charismatic brother and sophisticated mother, who is more focused on literature and family life. As Josh matures and begins his own family while climbing the corporate ladder, he gradually uncovers his father's treacherous nature. Max's ruthless ambition and desire for recognition raise questions about whether Josh will ever truly inherit the business. When the family becomes divided over its future, Josh confronts the harsh reality that his father's promises may have surpassed their expiration date.