Beretta's 500-Year Quest for U.S. Gun Market Domination

Beretta Holding, an Italian company managed by the 15th generation of its founding family, has acquired a near 10% stake in rifle maker Sturm, Ruger & Co. as part of a strategy to expand its U.S. business.

This investment reflects Beretta's dual strategy of capitalizing on increased European military spending, which boosts its arms sector, while simultaneously growing its civil and sport weaponry business. The company, which traces its origins to 1526, emphasizes long-term investment, a principle that has sustained its family ownership for nearly five centuries.

While Beretta has U.S. operations, including four factories and a new eOptics production facility, the acquisition of Ruger stock signals a desire for deeper engagement in the competitive American market. CEO Pietro Gussalli Beretta stated that the current plan is for collaboration, not a takeover, with discussions already underway with Ruger.

Beretta Holding reported revenue of almost $2 billion in 2024, a significant increase from previous years, with roughly one-third of sales from defense and law enforcement and the rest from civil and sports weaponry. The family's extensive business portfolio also includes international brands, vineyards, and fashion.

Despite potential disagreements common in family businesses, Beretta's continuous dialogue and long-term focus have ensured its sustained success. The company's future ownership is expected to remain within the family, with current leaders' children poised to inherit their shares.