Targeted Locations

  • Shaun Tolson

Each Beretta Gallery site—from New York to London to Paris—was chosen specifically for its locale, and also for the influx of international visitors that each city attracts. But according to Ian Harrison, general manager of the Dallas gallery (www.dallas.berettagallery.com), his city’s diverse gun-buying crowd, combined with a law that allows for the possession of concealed firearms, makes the Dallas gallery a unique shopping experience not only for its varied inventory but for the broad cross section of customers that walk through its doors on a daily basis. “We have the good ole boy crowd that deer-hunts; we have the competition crowd; we have the collectors who buy our gallery-grade guns; and we have an enormous pistol inventory here,” Harrison says. “It’s amazing to me that we get people walking in our store that don’t look like they’re a high-dollar gun customer, but they are. I’ll have a guy who drove here from Oklahoma in his farm clothes and will plunk down $50,000 for a gun that he’s going to take hunting.”

The 1,700-square-foot store (mid-sized by Beretta Gallery standards) is positioned within Highland Park Village—the oldest shopping center in the country—and is neighbor to a number of high-end retailers including Hermès, Harry Winston, and Chanel, to name a few. As Robert Booz, the international director for Beretta Galleries, explains, Dallas is home to the greatest concentration of safari hunters in the United States, and the gallery’s inventory reflects that. It also reflects the area’s prominent wing-shooting community, with a taxidermy display of more than 100 different North American fowl species. “We don’t follow the cookie-cutter approach to retailing,” Booz says. “Our approach is completely different; each store showcases our complete product range and in addition to that, we source other things that are unique to each market.”

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