I think it might tunr out to be a positive change.

In theory Beretta is a much better owner than some Parisian fashion fag, A historic gun company is a much better choice on paper.

I do not know Beretta's management. BUT have bought a LOT of Beretta products over time. Hell they should be sponsoring me for the amount of their products I showcaseL
2 x Beretta Hunting coats, one Green three layer, the other Tweed(y) three layer;
A Beretta hat;
Beretta ash trays;
Beretta trousers/moleskins, I like the design and cut of these and might get some tailored made to match - mine are worn out;
Beretta "polar" trousers, don't know what to call them, but bought for Scandinavian hunting, and water proof. Way too hot for Australia.
Beretta gun slips.
More Beretta stuff, I will add later.

No guns!!!!

As for fashion, the safari fashions of H&H fit, but they seem to have gone for a lot of mall and mainstream clothing which seems pretty much out of place. And distracting from their sporting image. Many European sporting companies do this as well, but usually have their mainstream fashions orientated to sporting and country pursuits. I think Beretta does this well as well, so hopefully H&H will concentrate on British and Colonial/Empire Sporting fashions.

The Beretta retail shop in London is very friendly and has good value gear. Maybe the Holland & Holland brand will be priced above the general Beretta brand, which makes strategic sense.

Beretta has good marketing channels in Australia and in Asia.

I think if done right, Beretta will take Holland & Holland to rival the success of the Rigby/Mauser combination of modern marketing and new but classic styled firearms and products.

Rigby has been a huge success and has no doubt been noticed both at shows, in the press and in other companies bottom lines of P&Ls. Rigby has modernised their range of firearms for the 21st Century, and the sales prove it. Success talks better than bullshit. Marc Newton at Rigby has been an innovative powerhouse and led that success.

I think Holland & Holland is capable of similar. And we could be seeing a lot of H&H talk in the future. It will depend on the right person and people leading the change, if any change.

The L & O group of Blaser/SIG/Suer/Mauser/Rigby and the Beretta Group of Beretta/Sako/Tikka/Others and now Holland and Holland, make both the two principal European firearms groups.

I believe Beretta is still a family owned company?

I must do some research into both groups and write an article on them.

I think the news is hopefully positive. And will take H&H from being an elitist brand for the very rich to hopefully and modern player of classically styled modern firearms of a more "affordable level". No doubt some naysayers will poo poo anything not perfectly historic. But unlike Rigby, I can't say I know of any particular H*H styles other than some of their double rifles. Which do doubt will stay a house mortgage price.

I like to take a positive view of things. In the absence of real evidence to the contrary.