Today's edition of The Dealer Wire is split into two: the morning edition you are reading now, and an afternoon edition that you will receive closer to noon Eastern Time. The split edition is due to the large volume of releases appearing today.

Easton's Match Grade Pro Shop Series arrows, crafted in the USA using the exclusive Acu-Carbon process, offer bowhunters premium precision with features including five-point straightness checks, advanced components, and helical fletching. The lineup includes the Easton 5.0, FMJ, AXIS, SONIC 6.0, and Easton 6.5 models.

Dave Roberts of MWS Associates, Inc. has been named 2026 Sales Rep of the Year by TenPoint Crossbow Technologies for exceptional performance in driving sales growth and expanding brand presence across Texas and Oklahoma. The award recognizes his consistent execution in strengthening dealer relationships and recruiting new accounts.

Meprolight is offering a limited-time promotion through July 31, 2026, where customers who purchase qualifying Meprolight optics receive a free Backdraft suppressor via rebate. Jordan Stein, Digital Marketing Manager for Meprolight, encourages shooters to act before the deadline while supplies last.

Kinsey's Inc., a leading outdoor sporting goods distributor, announced the launch of Kinsey's Plus™, a new dealer benefits program offering independent retailers enhanced purchasing advantages, priority services, and exclusive business benefits through annual purchasing thresholds or membership options.

The NSSF-adjusted NICS figure for June 2026 reached 1,123,006, an 11.7 percent increase compared to June 2025's 1,004,986. The National Shooting Sports Foundation introduced monthly NFA checks tracking, with Texas, Virginia, and Florida leading in NFA checks during the month.

Burris Optics announced a partnership with Promoboxx to provide retailers with brand-approved digital marketing campaigns including email, social media, and web content. The collaboration enables Burris dealers to promote products professionally while focusing on sales and customer service.

Steiner Optics appointed Clinton Thornburg as Law Enforcement Sales Manager. Thornburg brings over 20 years of law enforcement and sales experience, including service with the U.S. Marshals Service Violent Fugitive Task Force and Daniel Defense, and will lead the company's law enforcement sales initiatives and agency partnerships.

Firearms Policy Coalition (FPC) and FPC Action Foundation (FPCAF) filed comments with the ATF on proposed revisions to the definition of "unlawful user of or addicted to controlled substance," arguing the changes don't go far enough to align with the Supreme Court's Hemani decision and constitutional protections under the Second Amendment.

The Briefing FFL Compliance Summit, taking place September 23–25, 2026 at the W Hotel Dallas, has confirmed ATF Director Rob Cekada, Chief Counsel Robert Leider, and other top federal officials as speakers. The inaugural conference addresses 34 pending ATF rule changes affecting the country's 70,000-plus active FFLs, with early bird registration at $399 through July 31.

The NSSF celebrates the U.S. Supreme Court's decision to hear Viramontes v. Cook County and Grant v. Higgins, petitions challenging state bans on Modern Sporting Rifles. With over 32 million MSRs in circulation, NSSF argues these firearms are protected under the Second Amendment per Heller and Bruen precedents.

Orchid announced the "FFL Compliance Countdown" summer program offering firearm retailers, distributors, and manufacturers up to 25% off software packages including Orchid Retail Suite, Orchid eState, and Orchid eBound ERP through July 31.

Firearms Policy Coalition (FPC) filed a petition for certiorari with the Supreme Court challenging New York City's ban on electronic arms like stun guns and tasers. The petition, supported by the Second Amendment Foundation and represented by Cooper & Kirk, PLLC, seeks to clarify that the Second Amendment protects all bearable arms and resolve confusion among lower courts regarding constitutional analysis of such bans.

Blaser USA is hiring a Regional Sales & Account Manager to drive rifle sales growth throughout Texas and neighboring states. The position requires firearms industry experience, proven sales success, and extensive territory travel to manage dealer relationships and execute sales initiatives for the Blaser Group portfolio.

Sportsman Channel launches "Saturday Big Shots" programming block featuring hunting shows including Trijicon's World of Sports Afield with Dave Fulson, Hornady's Dark & Dangerous, MeatEater with Steven Rinella, and Winchester Deadly Passion with Melissa Bachman, airing Saturdays 8:00-11:30 p.m. ET.

Pursuit Media announced a renewed 5-year distribution agreement with DIRECTV, extending their 18-year partnership. The enhanced deal makes Pursuit Channel content available in full HD across DIRECTV Satellite, DIRECTV Stream, U-Verse, and MyFree by DIRECTV, reaching millions of subscribers.

GAME & FISH TV launches "Big Game Wednesday" programming blocks featuring shows like Everything Eichler, Addicted to the Outdoors, Driven with Pat & Nicole, Crush with Lee & Tiffany, Beyond the Hunt, and The Lindsey Way. The free streaming channel, powered by Outdoor Sportsman Group, airs hunting and fishing content every Wednesday in July across multiple platforms including Roku, Prime Video, and Samsung TV Plus.

Meprolight® introduced a limited-edition Tru-Vision™ SR red dot sight commemorating America's 250th Anniversary, featuring an engraved protective hood with the Liberty Bell and "Freedom Still Rings." Available exclusively through Optics Planet and EuroOptic, the optic combines patriotic styling with rugged reliability and includes a standard black replacement hood.

XS Sights launched pre-drilled fiber optic sights for Smith & Wesson J-, K-, and L-Frame revolvers featuring US-sourced technology and interchangeable green or orange fiber optic inserts. The steel sights are made in the USA and backed by a Limited Lifetime Warranty.

CZ unveiled the P-10 C Ported COA, a compact 9mm pistol featuring factory porting, a mounted Aimpoint COA red dot, and a 4-inch barrel with 15+1 capacity. The new model combines the proven P-10 C platform with enhanced muzzle control and is available now.

MTM Molded Products Company announces its limited-edition America250 Ammo Crate Series in patriotic red, white, and blue, available in 4-can (Model #AC4C-1776, $49.99) and 5-can configurations. Both models feature water-resistant seals, heavy-duty latches, and are 100% made in the U.S.A.

Sports South announces featured on-sale products including the FN 509M Tactical 9mm, Nosler Trophy Grade Long-Range 6.5 PRC ammunition, Springfield Armory 1911 Emissary 9mm, Kent Fasteel+ Precision Steel shotshells, Aguila 7mm Rem Mag ammunition, and Sig Sauer ROMEO1PRO red dot sight available through TheShootingWarehouse.com.

WOOX, an Italian-American gunstock manufacturer, announces the Elegante Hybrid bolt action rifle stock designed for hunters seeking precision without sacrificing traditional handling. Crafted from hand-selected Claro American walnut with an integrated aluminum mini-chassis, the stock weighs 35 ounces and is priced from $549 to $879.

Chiappa USA released the 1911 Field Special 250th Independence Edition, a limited-production commemorative pistol celebrating 250 years of American independence. Only 250 individually produced pistols are available exclusively through Chattanooga Shooting Supply, featuring a Blue Navy Cerakote finish with laser-etched design and chambered in .45 ACP.

XS Sights has launched R3D 2.0 night sights for Palmetto State Armory's Dagger Micro Pistol, featuring dual tritium illumination with a Glow Dot ring available in green or orange. The sights are priced at $128.12 and backed by a Limited Lifetime Warranty plus 12-year illumination warranty.

Benelli announces the Super Black Eagle 3 Anniversary Edition, a limited-run commemorative shotgun with only 250 total units produced. Featuring hand-selected AA-grade walnut, deep engraving with gold inlay, and patriotic imagery including the American flag and U.S. seal, this edition celebrates America's 250-year milestone.

Zanders announced the addition of Infitac Thermal Pistol Sights to its optics lineup. The Infitac Fast Mini Series includes the FML 19 and FMP 13 models, featuring advanced thermal imaging technology optimized for handgun applications with multiple reticle options and 60 Hz refresh rates.

Beretta USA launched a limited-edition America's 250th Anniversary Collection of commemorative baseball hats celebrating all 50 states' outdoor heritage. A portion of proceeds from each hat sold benefits Folds of Honor, providing educational scholarships to families of fallen or disabled service members and first responders.

CVA has issued an immediate safety recall for all Paramount, Paramount HTR, Paramount Pro, and Paramount Pro V2 muzzleloading rifles due to unsafe conditions from improper loading that may cause serious injury or death. Owners must cease use immediately and contact CVA at Paramount-recall@bpioutdoors.com or 770-449-4687 for recall instructions.

SHOT University has issued a call for presentations for its 2027 NSSF SHOT Show educational sessions in Las Vegas, January 19-21. Proposals must fit within 45 minutes and are due by August 3, 2026. Topics include marketing, AI, revenue diversification, inventory management, and shooting range operations.

Millennium Marine will showcase its 2026 boat seats, rod trees, monitor mounts, transducer poles, and accessories at ICAST 2026 in Orlando, Florida, July 14-17 at Booth #3820. ICAST is the world's largest sportfishing trade show.

Outdoor Sportsman Group will host a Happy Hour and sponsor "ICASTLive!" at ICAST 2026 in Orlando, Florida, July 15-17. The event features OSG's fishing brands, networks including Outdoor Channel and World Fishing Network, and personalities connecting with retailers and exhibitors.

Looking back over his family and their company’s 500-year history doesn’t occupy a lot of Pietro Gussalli Beretta’s time. When he does look back, it isn’t for guidance, it’s as a reminder  that his work today should honor the thousands of people who built the Beretta name and reputation over five centuries. Beretta’s 500th anniversary was, he explained, “meant to recognize the workers, craftsmen, managers and employees who contributed to Beretta’s development across generations.

His concerns are the immediate and future for the more than twenty companies under Beretta Holding’s rather large umbrella. And Beretta Holdings has a decidedly wider focus than many who think they “know” the Beretta name might imagine.

Most Americans  think shotguns or the M92 pistols carried by tens of thousands of U.S. troops before the military’s latest small arms change when they hear “Beretta.”

That Beretta is only a portion of Beretta Holdings, the Luxembourg based holding group formed - by Pietro Gussalli Beretta - in 1995.

Beretta Holdings, with its portfolio of firearms, ammunition, optics, defense technologies, clothing and accessories, is, in fact,  the world’s largest firearms company, with 2025 revenues of $1.90 billion dollars and an EBITDA of $287 million (15.1%)

Those worldwide holdings are divided roughly 60/40 between commercial and military properties, respectively. Europe remained its primary revenue growth engine for 2025, accounting for 55% of revenue. North America contributed approximately 32%, with the rest of the world accounting for 12%.

In our discussion, he told me that military sales had historically represented about twenty percent of the business. Today, he said, the defense opportunity was much larger, primarily due to increased defense spending across many regions. That growth, he told me, was driven by historical circumstances, not strategic changes.  Circumstances, he said, that present both challenges and market opportunities for the industry.

Beretta Holdings growth has come, primarily via acquisition, not historical circumstance.

How, I asked, does the Beretta family (Holdings remains a family-owned business) decide when a company was worth acquiring? Is the decision based on history, production or performance expectations?

“We’ve acquired quite a few companies,” he explained, “always with different reasons, mostly related to the product. When we made the Beretta holding, the desire was to be with a wider range of product to satisfy our customers, whether they were hunter, the shooters, the policeman or the military. The strategy was always to try to see some complementary product.”

“One of first,” he recounted, “was SAKO in Finland. This was easy to decide, because for many years we had tried to make rifles inside our doors…with not a lot of success. We needed to go in the rifle business because it was absolutely complimentary with us. And Nokia, the owner at the time, wanted to sell SAKO, so I tried to buy the company, and we did.”

Other companies, he explained were acquired for geographic reasons, helping to expand Beretta Holdings into different geographic areas. One company, Holland and Holland, was for more than just their product.  Holland and Holland, he said simply, was different.

“They have a fantastic product, even in their clothing,” he explained, “it’s very elegant, very British. Different from what we do in Italy or elsewhere.”

“They have concentrated for many, many years, always on the same products. Always on the same finishments- every detail must be finished. They polish by hand, the accuracy of the barrels, and they make very small numbers of guns and every part and piece of their products are made in-house. They take a long time.”

How long? “To celebrate the acquisition,” he said, “I wanted a pair of double barrel rifles to remember the acquisition. It was for myself, you understand?”

He got  his pair of double guns. But explained, “they took more than two years…but the quality is amazing.”

The opportunity to have a conversation wasn’t one I took lightly, so I felt it proper to ask one final question: what would he want our readers to know about Beretta Holdings?

“I should like them to have a picture of Beretta Holdings,” he said, “with Italian roots, but an international approach…a company looking for the future worldwide.”

The conversation with Pietro Gussalli Beretta can be read in its entirety in today’s QA Outdoors. If you’re not a subscriber, you’ll miss out (here’s a link to our subscription page.)

As always, we’ll keep you posted.

— Jim Shepherd