B&T AG Moves to Establish New U.S. Operation as Rift with B&T USA Deepens
Over the past several months, the ongoing legal dispute between B&T AG and B&T USA has escalated into the public domain. At the center of the conflict are allegations of unpaid licensing fees, which led the Swiss manufacturer to formally terminate its licensing agreement with its U.S. counterpart. That termination also included requests for the return of intellectual property and U.S.-based trademarks.
B&T USA responded with a firm stance of its own. In an official statement, the company reassured customers and partners that operations would continue without interruption. Firearm production remains active within the United States, warranties will be honored, and support will remain intact. The company also announced plans to consolidate manufacturing operations into its Utah facility, moving away from its previously split production footprint between Utah and Florida. Notably, B&T USA made it clear it has no intention of relinquishing its U.S. patents or trademarks back to B&T AG.
A New Path Forward
In what appears to be a direct response to that position, B&T AG has announced plans to establish a new, fully Swiss-owned U.S. operation. This new entity would serve as a dedicated hub for manufacturing, service, and warranty support for B&T products within the American market.
The company indicated the southeastern United States as the likely location for this new operation. Strategically, this region offers logistical advantages particularly with multiple daily direct flights between Zurich and Atlanta, allowing for a more efficient pipeline between Swiss headquarters and U.S. operations.
For now, B&T AG is asking its U.S. customer base for patience as it builds out the necessary infrastructure, secures licensing, and assembles a workforce capable of supporting this expansion.
Rebuilding the Pipeline
The objective is clear: restore a direct and controlled supply chain of “high-quality, authentic Swiss-made firearms and accessories” to the U.S. market, while also ensuring consistent service and warranty support for existing products already in circulation.
As part of that effort, B&T AG has begun actively recruiting for its new U.S. branch. The company is seeking talent across executive, administrative, marketing, sales, compliance, and operational roles: signaling a full-scale buildout rather than a limited presence.
Official Statement To U.S. Customers from Karl Brugger
Dear U.S. Customers,
We are actively working to bring you the full range of genuine Swiss products, parts, and service you have come to know back to the United States.
While a certain ongoing legal dispute over U.S. trademarks awaits resolution, we are establishing a new 100% Swiss-owned U.S. operation so you can once again experience the authentic Swiss design and uncompromising craftsmanship that define our values.
The new company will most likely be established in the south east part of US, allowing us to build a strong operational foundation and serve our U.S. customers efficiently. With multiple daily direct flights from Zurich to Atlanta, this location will also help further improve logistics.
We kindly ask for your patience as we build the necessary infrastructure, licensing, and team in the United States.
Our objective is to provide a reliable supply chain and world-class support as quickly as possible through the importation of authentic Swiss-made firearms and accessories, as well as service and maintenance for existing products and platforms already in use across the U.S.
In the meantime, we are actively building a team of exceptional individuals who reflect and embody our values, including executive, administrative, marketing, sales, compliance, and operational roles. If you have ever wanted to be part of our mission and what we strive to represent every day here in the United States, we would be pleased to hear from you.
Please send your inquiry to: careers@bt-ag.ch!
Please note that all applications will undergo an initial screening process. Due to the unexpected high level of interest, it may take several weeks for us to respond.
Thank you for your continued trust and support. We will not let you down.
-Karl Brugger
An Industry Rift Taking Shape
This latest move from B&T AG signals more than just expansion: it’s a strategic shift toward regaining full control over its brand, manufacturing, and distribution within the United States. It also underscores the growing divide between the Swiss parent company and its American counterpart.
With both sides firmly entrenched B&T AG building a parallel U.S. operation and B&T USA maintaining control of trademarks and ongoing business. It’s clear that this dispute is far from over. What began as a contractual disagreement is quickly evolving into a broader battle over brand identity, market control, and long-term positioning within the U.S. firearms industry.
For now, the situation remains fluid. But one thing is certain: this isn’t a short-term dispute. It’s the beginning of a prolonged and potentially defining conflict for both entities.
