Published: March 25, 2025 ✍️ Author: Global World Wealth Desk 🌐 Source: GlobalWorldCitizen.com
In the northern Italian town of Gardone Val Trompia, the Beretta name has echoed through the ages. Born in 1526 when Bartolomeo Beretta supplied rifle barrels to the Republic of Venice, the Beretta family has since built a legacy that spans nearly 500 years, 15 generations, and now a sprawling $2.2 billion empire. Today, the family’s holding company—Beretta Holding—is the largest firearms group on the planet.
At the helm is Pietro Gussalli Beretta, the 15th-generation heir who transformed a centuries-old gunmaking business into a diversified global enterprise—one that not only supplies firearms to hunters, police, and militaries, but now dominates ammunition, optics, and even luxury fashion.
The Shift from Tradition to Transformation
When Pietro became CEO in 1995, he realized the old ways wouldn’t be enough for the future. Relying solely on firearms, especially civilian sales in the U.S., posed risk. The mission became clear: diversify, scale globally, and modernize.
That strategy culminated in Beretta’s largest-ever acquisition in 2022—Ammotec, Europe’s leading ammunition and pyrotechnics producer, and owner of German giant RWS. The deal added $600 million in annual sales, bringing Beretta Holding’s 2024 revenues to $1.7 billion and significantly increasing defense sector exposure.
“Our business stands on three legs: hunters, soldiers, and policemen,” Pietro explains. “They need guns, optics, clothing—and now, with Ammotec, we’ve closed the circle with ammunition.”
A Global Strategy Rooted in Heritage
While rooted in Italy, Beretta Holding now controls 19 global brands across 23 countries on five continents. Its subsidiaries include rifle makers like Finland’s SAKO, optics firms Burris and Steiner, and British luxury label Holland & Holland.
And unlike rivals like Glock or Smith & Wesson, Beretta manufactures everything in-house—from firearms to scopes to ammunition, ensuring complete control over its product ecosystem and the loyalty of both civilian and government buyers.
That loyalty matters. Although Beretta lost a $580 million U.S. Army contract in 2017, its defense revenues have surged, now representing 34% of total sales, up from just 14% in 2020. European rearmament—accelerated by the war in Ukraine—and rising defense budgets across the Middle East have bolstered its growth. The EU recently approved $160 billion in military loans, signaling continued opportunity.
The Billionaire Family Behind the Brand
Beretta Holding remains 100% family-owned by Pietro, his father Ugo (87), and brother Franco. Together, the trio share a $2.7 billion family fortune, which includes vineyards, real estate, and strategic investments. Franco oversees the original arms-making operation in Italy, while his son Carlo represents the 16th generation involved in the business.
“We’re not a corporation. We’re a family,” says Pietro. “When we deal with foreign governments, it’s me or my brother shaking hands with presidents. That’s something no other firm can replicate.”
Their long-term vision is not driven by quarterly earnings but by decades of stewardship. That’s why Beretta reinvests heavily in R&D and manufacturing innovation.
Building the Factory of the Future
At Beretta’s Benelli Armi factory in central Italy, robotic arms, autonomous vehicles, and AI-driven quality control power a state-of-the-art facility. RWS, too, reinvests 8% of its revenue annually to scale up and modernize ammunition production. These aren’t short-term upgrades—they’re moves designed to secure dominance for the next 25 to 50 years.
“The Berettas aren’t interested in opportunistic growth,” says Matthias Vogel, VP at RWS. “They have a half-century perspective.”
Legacy and Longevity
Few businesses—let alone billion-dollar ones—can trace their roots to the 16th century. Beretta has supplied arms for every European conflict since 1650, pioneered semi-automatic pistols and machine guns, and even outfitted Hollywood heroes like John McClane and Martin Riggs.
The firm has weathered wars, revolutions, recessions, and now pandemics and political shifts. But Pietro isn’t thinking 500 years ahead—he’s focused on building a foundation strong enough for the next generation to decide what’s next.
“How can I know what will happen in 500 years? I won’t be here,” he laughs. “But I’ll make sure the next five years are built to last.”
Global World Citizen Insights:
Family-Owned Billionaire Businesses can outpace public companies when guided by long-term vision.- Vertical Integration—from gun to ammo to optics—creates unmatched brand control and loyalty.
- Global Diversification is key to legacy wealth and strategic resilience in volatile industries.
- Investment in Innovation is the bridge between tradition and transformation.
Editor’s Note:
Beretta’s journey isn’t just a story of bullets and barrels—it’s a masterclass in legacy wealth, family stewardship, and global strategy. As the 500th anniversary approaches in 2026, it’s clear: the Beretta dynasty isn’t just surviving—it’s thriving, with its eyes firmly fixed on the future of global defense, technology, and generational leadership.