What Beretta does

Beretta is a privately held Italian firearms manufacturer founded in 1526 in Gardone Val Trompia, Italy, recognized as the oldest continuously operating company in the world. The company designs, manufactures, and distributes pistols (90 Series, APX, PX4 Storm), shotguns (A300, A400, 680, 690, 1301 Tactical), and rifles (BRX1, Sako, Tikka), along with a complementary portfolio of apparel, gear, accessories, and spare parts organized by gun family. Its wholly-owned subsidiaries Sako and Tikka provide additional precision rifle manufacturing capability, while Beretta Defense Technologies (BDT) serves military and law enforcement customers globally with specialized products, the American Defender Program, and armorer training. The U.S. entity, Beretta USA Corp., is headquartered in Accokeek, Maryland, and operates the primary U.S. manufacturing facility.

Beretta's commercial model is multi-channel and segment-diversified. Firearms, apparel, and accessories are sold through direct e-commerce (beretta.com and 25+ country-specific sites), an authorized dealer network across the United States, retail partnerships such as EuroOptic, and direct enterprise sales to government customers. Pricing ranges from sub-$30 accessories to premium $699 knives, with firearms supported by rebate programs of up to $500 per qualifying purchase and seasonal markdowns up to 60% off. The Beretta Corporate Apparel Program (BCAPP), launched June 2025 and powered by NuOrder Lightspeed, extends the brand into B2B custom apparel with 12-unit minimums and three-week production cycles. Customer segments include U.S. and international military and law enforcement, hunting enthusiasts (waterfowl, upland, big game), clay and competitive shooters, concealed carry and personal defense buyers, tactical shooters, and organizations purchasing branded apparel.

Recent strategic positioning reflects both consolidation ambitions and brand-led monetization. In October 2025, Beretta disclosed a 9% stake in U.S. competitor Sturm, Ruger & Co., which triggered a contested proxy battle that was resolved through a strategic cooperation agreement in May 2026. Beretta joined other major manufacturers in a June 2026 U.S. Supreme Court appeal challenging New York's gun industry liability law. The brand is being actively leveraged through the 500th Anniversary Commemorative Medal and a Beretta x Oakley collector sunglasses collaboration introduced at SHOT Show 2026. Distribution has expanded via the EuroOptic apparel partnership (September 2025), while government revenue continues to flow through the BDT division and American Defender Program.

Name

Beretta

Legal name

Beretta USA Corp.

Website

https://berettausa.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Beretta is a 500-year-old Italian firearms manufacturer producing pistols, shotguns, and rifles for military, law enforcement, hunting, sport shooting, and personal defense markets globally, distributing through direct e-commerce, authorized dealer networks, retail partnerships, and government contracts via its Beretta Defense Technologies division.

Ownership category

akta.pro rank

Product category

Firearms Manufacturing

NAICS

Small Arms, Ordnance, and Ordnance Accessories Manufacturing (332994)

SIC

Ordnance & Accessories, (No Vehicles/Guided Missiles) (3480)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI)

Keywords

• Firearms manufacturing
• Hunting shotguns
• Tactical pistols
• Bolt action rifles
• Shooting accessories

Headquarters

HQ city

Accokeek

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Firearms Sales: Core revenue from manufacturing and selling pistols, shotguns, and rifles. Products sold through direct e-commerce and authorized dealer network. Includes law enforcement and military contracts through Beretta Defense Technologies.
2. Apparel and Accessories: Sale of Beretta-branded clothing, gear, and accessories including hunting apparel, shooting sports clothing, tactical gear, bags, cases, knives, and safety equipment. Includes corporate apparel program (BCAPP) for organizations.
3. Spare Parts: Sale of replacement parts for Beretta firearms including pistol parts, shotgun parts, and rifle parts.
4. Retail Partnership Revenue: Revenue generated through retail partnerships such as the EuroOptic partnership for clothing and accessories distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Beretta manufactures and sells a broad portfolio of firearms — pistols, shotguns, and rifles — across multiple proprietary gun families and acquired brands (Sako, Tikka), complemented by gun accessories, spare parts, gear (cases, bags, knives), and branded hunting, shooting, and tactical apparel. The company also operates Beretta Defense Technologies (BDT) for military and law enforcement customers and a Corporate Apparel Program (BCAPP) for custom branded merchandise.

Product overview

Beretta is a diversified firearms and outdoor lifestyle company offering a broad portfolio organized into core firearms products (pistols, shotguns, rifles), gun accessories, spare parts, gear, and clothing. The firearms lineup centers on multiple product families: pistols (90 Series, APX, PX4 Storm, 80 Series, Tomcat, Bobcat), shotguns (A300, A400, 680, 690, 1301 Tactical/Comp, DT11), and rifles (BRX1, Sako, Tikka, PMXs, SL Family). Beretta Defense Technologies serves the military and law enforcement market through specialized products and training. The company also operates a Corporate Apparel Program for custom branded merchandise. Acquired brands include Sako and Tikka rifle manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• Sako: Premium rifle brand specializing in hunting and sport shooting rifles, acquired by Beretta.
• Tikka

Products and services

• Pistols Semi-automatic pistols spanning the 90 Series (92XI SAO, M9A4, 92X Performance), APX Family (APX A1), PX4 Storm Family, 80 Series, Tomcat, and Bobcat, designed for concealed carry, personal defense, tactical competition, and duty use.
• Shotguns Shotguns spanning the A300, A400, 680, 690, 1301 Tactical, 1301 Comp, and DT11 families, designed for waterfowl hunting, upland hunting, clay shooting, sporting clays, and tactical applications.
• Rifles Rifles including the BRX1 straight-pull family and the Sako and Tikka acquired brands, designed for big game hunting, sport shooting, and tactical use.
• Spare Parts Factory replacement parts organized by gun family for pistols (90 Series, PX4 Storm, APX), shotguns (A300, A400, 680, 690, 1301, DT11), and rifles (Sako, Tikka).
• Gun Accessories Performance accessories including magazines, holsters, grips, sights, barrels, choke tubes, optics, and cleaning kits for pistols, shotguns, and rifles.
• Shooting Gear Shooting bags, gun cases, safety gear (shooting glasses, hearing protection, gloves), hunting and tactical knives, travel gear, and gun care products.
• Clothing Branded apparel including jackets, vests, shirts, t-shirts, hoodies, pants, and hats, organized by activity (hunting, clay shooting, tactical) and collection, including the Suprema waterfowl line, upland collection, and 250th Anniversary collection.
• Beretta Defense Technologies (BDT) Military and law enforcement division offering specialized firearms, the American Defender Program with discounted pricing for qualified professionals, armorer training classes, and dedicated government sales support.
• Beretta Corporate Apparel Program (BCAPP) Custom embroidery and embossing service for performance apparel targeting corporate events, staff uniforms, and sports teams, with a 12-unit minimum order and a three-week standard production timeline.

Quantifiable outcome

• 500-year continuous operation since 1526
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Sturm, Ruger & Co.coreStrategic or Co-development Partner · 4 May 2026Sturm, Ruger and Beretta entered a strategic cooperation agreement, ending a months-long and contentious dispute over governance, strategy, and board control. The agreement marks a de-escalation between two of the world's most storied gun makers, representing a resolution to their proxy battle. Previously, Beretta disclosed a 9% stake in Sturm, Ruger (October 2025), prompting Ruger to adopt a one-year rights plan. Beretta had been accused of plotting a stealth takeover through discounted share purchases and outsized governance rights.
• EuroOptic LTDcoreChannel Partner/ Reseller/ Distributor · 23 September 2025EuroOptic LTD announced partnership with Beretta to offer Beretta's clothing and accessories line alongside its existing firearms inventory. The partnership positions the retailer as a comprehensive solution for shooting and outdoor enthusiasts. The arrangement introduces Beretta's apparel collection—including Suprema waterfowl gear and Upland products—tailored for North American consumers through EuroOptic's online store and 30,000 sq. ft. showroom in Muncy, Pennsylvania. Both companies characterize the arrangement as mutually beneficial, with Beretta aiming to establish a 360-degree brand experience and EuroOptic seeking to deepen engagement with the shooting sports community.
• NuOrder LightspeedsupportingTechnology or Integration · 26 June 2025Beretta USA's Corporate Apparel Program (BCAPP) is powered by NuOrder Lightspeed for order processing. This technology partnership enables the custom embroidery and embossing service for performance apparel orders.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Sturm, Ruger & Co. U.S.-based manufacturer of rifles, pistols, and revolvers for civilian, law enforcement, and military markets. Directly comparable as a major American firearms maker with overlapping product categories and a recent strategic cooperation agreement with Beretta.
• Smith & Wesson Brands: American firearms manufacturer producing pistols, rifles, and suppressors for civilian, law enforcement, and military markets. Directly competes with Beretta in the U.S. handgun and tactical categories, including in joint SCOTUS litigation.
• Sig Sauer: U.S./German firearms manufacturer of pistols, rifles, and electro-optics. Direct peer across military (e.g., M17/M18), law enforcement, and civilian segments where Sig Sauer and Beretta compete for the same contracts and shelf space.
• Glock: Austrian-origin polymer-frame pistol manufacturer dominant in U.S. law enforcement and military markets. Direct peer in the duty-pistol category where the Beretta M9 historically competed and where Beretta's APX family now competes.
• Remington Arms: American firearms maker of rifles, shotguns, and pistols. Direct peer in hunting, sporting clays, and tactical shotguns, overlapping with Beretta's A400, 690, and 1301 product families.
• Colt's Manufacturing: Iconic U.S. firearms manufacturer of M4/AR-15 rifles and 1911 pistols. Direct peer serving overlapping military, law enforcement, and civilian markets, including competing for U.S. military sidearm contracts.
• Heckler & Koch: German firearms maker specializing in military and law enforcement pistols, rifles, and submachine guns. Direct peer in the European defense and tactical categories where Beretta also competes.
• Winchester Repeating Arms: American firearms manufacturer producing rifles, shotguns, and ammunition. Direct peer in hunting shotguns and rifles with comparable brand heritage and U.S. retail distribution.
• Browning Arms Company: American firearms manufacturer owned by FN Herstal, specializing in shotguns, rifles, and pistols for hunting and sporting markets. Direct peer in the upland, waterfowl, and sporting clays categories where Beretta's A400 and 690 families compete.

Broad incumbents

• CZ Group (Česká zbrojovka): Czech firearms and airsoft manufacturer with broad civilian, law enforcement, and military product lines. Broad incumbent competing across handguns, rifles, and shotguns in markets where Beretta operates.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/beretta_usa
• YouTubeyoutube.com/user/BerettaCommunity
• Facebookfacebook.com/BERETTAofficial
• Instagraminstagram.com/beretta_usa
• LinkedInlinkedin.com/company/beretta-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beretta