Burris Optics, part of Beretta Holding S.A., hired Bruno Beccaria as U.S. general manager. The Italian industrial group, owns Beretta, Benelli, Franchi, Saka, Stoeger, Tikka, Uberti, Steiner Optics, and Burris Optics.

Burris Optics and the Steiner Optics U.S. division share a headquarters in Greeley, CO.

Beccaria, a veteran of the firearms industry, brings a wealth of experience to his new role. His career includes leadership positions at Beretta Holding, including president and CEO of Montefeltro Sport, director of the Franchi division, and director of sales, marketing and communication at Benelli Armi S.p.A.

“The innovations in sporting and personal defensive optics, including the growing thermal imaging category, that Burris has brought to market in recent years are both impressive and exciting,” said Beccaria. “That these forward-thinking products are being developed in the heart of the great American West adds not only to their authenticity but also gives the consumer the confidence that their equipment won’t let them down. This blend of heritage and reliable performance sets Burris apart in the firearm optics segment.

“Burris also distributes Steiner, a brand benefitting from a long legacy of producing optics to meet the most rigorous demands of military actions the world over,” Beccaria continued. “The blending of Steiner’s famed German engineering with designs pointing toward the needs of American hunters, sports shooters, law enforcement, and military members have helped moved the brand to a prominent position in the North American marketplace.”

“I’m excited to say that there is more to come from both Steiner and Burris, and I look forward to assisting our teams to bring these legendary brands to the next level,” Beccaria added.