4.6 • 12 Ratings
🗓️ 31 March 2025
⏱️ 5 minutes
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Fourteen generations of the Beretta family sold firearms. Here’s why the head of the 15th is moving beyond, adding bullets, scopes and even clothing.
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0:00.0 | Here's your Forbes Daily Briefing for Monday, March 31st. Today on Forbes, as Europe invests more |
0:08.3 | in its armies, gunmaker Beretta is a likely winner. The October sun is rising over the sprawling |
0:15.5 | 104-acre grounds of German ammunition producer RWS on the outskirts of Nuremberg. |
0:22.2 | Far from the 19th century red brick buildings that house the production facilities, |
0:26.4 | employees outfitted in goggles and earplugs test explosives starting at 7 a.m. |
0:32.7 | RWS turns out more than 3 billion components a year, including bullets, cartridges, and primers, |
0:39.1 | which ignite the propellant in the cartridge to push the bullet out of the gun. |
0:43.9 | One of the leading makers of small-caliber ammunition in the world, RWS is now part of |
0:48.6 | Beretta Holding, the company behind the world's oldest gunmaker, Italy-based Beretta. |
0:54.5 | The firm picked up RWS as part of its purchase of Ammotech, Europe's largest maker of ammunition |
1:00.2 | and pyrotechnics, for an undisclosed sum in 2022. |
1:04.9 | Beretta holding CEO Pietro Gasali Beretta, who is 63 years old and a 15th generation |
1:10.6 | descendant of the Beretta founders, |
1:12.6 | says, quote, this is our biggest acquisition yet. |
1:17.0 | Since joining the family business four decades ago and becoming CEO in 1995, |
1:22.3 | Pietro has helped remake the 499-year-old family-owned company by scooping up firms making everything from rifles |
1:29.3 | to luxury clothing. |
1:31.5 | The Amotech deal, for one, added $600 million to Beretta's annual sales, helping it overtake |
1:37.7 | Sig Sauer and Smith & Wesson and added several NATO militaries to its roster of customers. |
1:44.0 | Beretta is now the world's largest |
1:45.3 | firearms company, with $1.7 billion in revenues in 2024. Speaking from the company's |
1:52.7 | Luxembourg headquarters, Pietro outlines how that purchase helped the company, long known for |
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