Robert Booz, International Director of Beretta Galleries, talks about the lifestyle company’s historic sporting brand, its evolution and a few standouts from their fall collection.
Q. What is the Beretta mission?
RB: Beretta is the oldest industrial factory in the world. We have been operating since the 1500s in a small village in the Italian Lake District between Verona and Brescia. At the start of the 1900s, we were one of the first factories that became really industrialized using modern techniques to produce weapons. That holds true today, where the company invests a lot of money back into the factory for producing state-of-the-art facilities and equipment. So, on one side we are state-of-the-art and completely industrialized—and on the other side we have generations of the same family working as craftsmen, making shotguns one at a time by hand. It was really the mission of our store to create the environment to showcase those products. Beretta created its own stores to best display its products, and its own environment to showcase the brand.
Q. What is the environment of the Beretta Galleries? What defines the Beretta experience?
RB: Part of what is essential to the marketing of our store is that we often do special events here. We host people from around the globe that own travel companies or hunting lodges, and we invite our customers to have that firsthand knowledge directly from those lodges about what an experience can be like. Another key event for us is that every year we host one or two book signings for people who are writing about the country life or firearms in general. Customers can get a broad range of information—not just about our products, but also about the things that they enjoy in life, and the pastimes they part participate in.
Q. Can you let us in on any additions to Beretta’s fall collection?
RB: We have a new line of luggage that is being launched called B1 Travel, which is specifically geared towards travel use. We are also launching a new collection of wax cotton outerwear for men and women that comes in a number of different styles. Lastly, we are introducing a new shotgun, which is called the “Sparviere”. Sparviere is actually the Italian word for hawk. It is a particular shotgun that has a gull wing effect, meaning that the side plate of the firearm folds out almost like wings on the side.
Beretta Gallery New York 718 Madison Avenue, 212-319-3235; newyork.berettagallery.com