Forward Thinking

Chiappa understands that companies that don’t embrace the future can’t reap the rewards of innovation.

Founded in 1958 in Brescia, Italy, an area devoted to the production of firearms for centuries, Chiappa Firearms offers a vast and constantly developing catalog of pistols and rifles, including copies of historic American and muzzleloading firearms, lever-action rifles and shotguns, rimfire pistols and rifles, sporting and self-defense pistols, signal and alarm pistols, and compressed-air pistols. The company is still owned by the Chiappa family, and all of its products are manufactured in Italy.

 SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?

Jon Pfister: The biggest challenge facing the industry over the next five years varies by channel. For most retailers, the primary hurdle will be how to compete online. With so much of retail shifting to e-commerce, it’s only natural that the firearms industry follows suit. Retailers need to ensure that online sales are integrated into their broader business strategy.

For distributors, the key challenge will be differentiation—specifically, identifying and offering value-added services that set them apart. Similarly, manufacturers will need to focus on standing out in a crowded market. This will require innovation, modern marketing strategies, and the development of new products. Without a clear effort to be creative and distinctive, companies risk competing solely on price—ultimately leading to a race to the bottom.

SB: What opportunities do you see?

JP: The biggest opportunity in the industry right now is innovation. During periods of high demand, many manufacturers tend to put new product development on hold because they’re focused on simply keeping up with sales. However, when the market slows, it pushes those same companies to reignite creativity—often through promotions and the launch of new products.

The leading manufacturers don’t wait for a downturn to innovate; they consistently invest in product development and marketing, regardless of market conditions. The current slowdown presents a critical moment for the industry: companies must either introduce new offerings that meet evolving consumer demand or risk falling behind.

SB: When you get up in the morning, what gets you excited about working in the industry?

JP: For me, personally, there are several things that make this industry exciting. First and foremost, it’s the people. Over the past 18 years, I’ve had the opportunity to build strong relationships with some of the most dedicated and passionate individuals in the business. Those connections have not only provided valuable insight and feedback, but have also turned into lasting friendships.

What continues to energize me the most, though, is just how much fun this industry is. We get to design, test, market, and sell some of the most exciting firearms on the market—and that never gets old. It’s a unique space where passion and innovation come together, and that’s what makes it such a rewarding place to be.

SB: How will you meet the expectations of your customers?

JP: I believe Chiappa is in a unique position because of the broad range of products we offer—from replica blackpowder rifles and lever-action guns to 1911s and the futuristic-looking Rhino. Our size and agility allow us to respond quickly to consumer feedback gathered at shows and events and to develop products that fill specific niches in the market.

We’re not perfect, but we’re committed to continuous improvement. Listening to both retail and consumer feedback plays a critical role in helping us evolve and better serve the needs of the market.

SB: In a very competitive world, how does Chiappa stay ahead of the pack?

JP: At Chiappa, we pride ourselves on being different. Our goal is to create products that truly stand out—whether it’s in a showcase filled with black polymer pistols or on a wall lined with black rifles and shotguns. We’re not trying to blend in; we’re aiming to offer something distinctive.

We also recognize that our designs may not appeal to everyone—and that’s okay. With the diversity of our product lineup, we believe there’s something for every type of customer.

SB: Chiappa prides itself on “an excellent quality-price ratio and a lean and flexible production process” that serves the needs of its clientele. Just how does the company achieve this?

JP: The key to achieving this is through efficiency. Over the past few years, we’ve made significant investments in manufacturing software to optimize operations and boost productivity. We’ve also adopted MIM (metal injection molding) technology to improve parts manufacturing. Every aspect of our daily operations is driven by a focus on increasing efficiency and delivering better results.

SB: Lever-actions are a very traditional design, but lately some manufacturers have shown renewed interest in the platform. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design. What spurred the company to take this approach to the lever-action?

JP: At Chiappa, we enjoy taking classic firearms and giving them a modern twist. This approach is evident in models like the M1-9, M1-22, RAK-22, and many others. We've been producing lever-action rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity.

Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.

SB: The Rhino Nebula 60 DS in the multi-color PVD finish is an unconventional take on a .357 Mag. revolver. What spurred this approach?

JP: The Rhino is intentionally different—its futuristic design was created to deliver the ultimate revolver shooting experience. Choosing a bold, standout finish was a natural fit.

The inspiration actually came from a moment of everyday life. Our owner/president, Rino, was out shopping in Italy with his wife, Susanna, when he spotted a similar finish on a product in a store. He immediately thought, “How cool would that look on the Rhino?” The idea stuck—and the rest is history.

SB: What kind of dealer support does Chiappa offer to retailers?

JP: We currently offer a wide range of support for our retail partners. One of our biggest investments has been in large-scale marketing campaigns designed to drive consumer demand and increase sell-through for both Chiappa and Charles Daly products at the retail level.

To support our dealers directly, we provide a dealer locator on our website to help customers find local retailers. We also offer dealer kits filled with branded swag—hats, pens, cups, and more—to support in-store and range events. Our sales representatives regularly attend these events, providing product samples and additional promotional items to help create excitement and engagement.

Looking ahead, we're working toward launching a dedicated dealer portal on our website, chiappafirearms.com, to make it even easier for retailers to access the tools and support they need.