Just in time for the holidays, Beretta USA has opened pop-up retail locations in three major cities to expand its shopping experience.

Beretta has been in business since 1526 through 15 generations of continuous family ownership. For almost 500 years, as the oldest industrial dynasty in the world Beretta has manufactured and sold firearms. Today, it also manufactures, distributes and markets accessories and apparel along with a variety of firearms.

So why would a company with that history, brand name and reputation open "pop-up" stores for 90 days in shopping complexes?

Because of those reasons, of course. Beretta's brand is known worldwide. Exposing the brand and a variety of new waterfowl and tactical items to more people in a short-term customer experience isn't a bad idea at all. Also, Beretta is doing this in upscale shopping complexes — think being side-by-side with Louis Vuiton, Macy's, Neiman Marcus and others.

Beretta has opened pop-up retail locations in Atlanta and Minneapolis, and will open a third in Denver. The pop-ups will feature newly launched tactical defense training gear, waterfowl collections and traditional fall/winter hunting accessories for consumers to consider for their next training day, competition or adventure in the field.

The stores will be open for 90 days. Locations include:

— Lenox Square in Atlanta
— Mall of America in Minneapolis
— Cherry Creek Center in Denver, which will open Oct. 17. 

“The Beretta USA retail pop-up concept is an exciting way for the Beretta customer to come feel the Beretta line of clothing and accessories and to discover and learn how Beretta’s 1-2-3 layering system was developed with the hunter and shooter's performance in mind," said Travis Haglin, Director of Premium Business Unit. "One can feel how the first layer is designed to manage moisture, the second layer uses innovative fabrics to regulate your temperature, and the third layer uses cutting edge technical material to protect you from the harshest elements."

Why These Complexes?

Cities and sites were chosen strategically, with contributing factors including population, luxury complexes, increased visiting traffic during the holidays and traditional outdoors states. Some examples:

— At Lenox Square in Buckhead, just north of downtown Atlanta, more than 22 million people visit annually. It is home to the top-performing Neiman Marcus and Macy's in the country.

— The Mall of America in Bloomington, just outside of Minneapolis, attracts about 40 million visitors annually to the 4.2 million square foot facility. It generates more than $2 billion annually to the state economy.

— Cherry Creek Center is about 3.5 miles southeast of Denver, with more than 160 specialty boutiques and 40 stores including Louis Vuitton, Tiffany & Co., Burberry, Neiman Marcus, Tory Burch, Omega and David Yurman. It is the top tourist attraction in Denver, with about a third of Cherry Creek's visitors being tourists.

It makes sense for Beretta to take its new Xtreme Waterfowl Gear and Defense Training Gear to these complexes to see how the public responds.

 "These locations are operational for only 90 days," Haglin said, "so choose your closest city and plan a visit.” 

About the Apparel

According to Beretta, the new Xtreme Waterfowl Gear collection was born from an understanding of and created in collaboration with hunters who endure conditions where warmth and comfort are essential. The collection features technical performance fabrics that are windproof, waterproof, abrasion-resistant and breathable in order to fulfill the specific needs and demands of today’s waterfowler.

The waterfowl clothing unites a proprietary BCMS (Beretta Clothing Modular System) with Gore-Tex and Polartec fabrics designed to provide enhanced protection from the elements, improve thermal regulation, and support an increased range of motion. The collection includes insulating jackets, sweaters, vests, and bibs as well as accessory items such as hats, neck gaiters, and gloves. 

The new Beretta Defense Training Gear line provides the maximum technical performance to everyday tactical shooters and defense enthusiasts. Fabrics are designed to improve thermal regulation, enhance ergonomics and expand mobility. This collection features performance shirts, BDU Pants, waterproof and softshell jackets, shooting protection and more to advance performance in any training or defense situation.