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Prudent business decisions helped the company through lean times in the gun-making industry. During the depression years, Colonel Jack Holland, son of Henry, sold the very valuable school property in Wembley and purchased the land in Northwood, which is still in use by the school today. In the period after WW2, under the leadership of new owner and Managing Director Malcolm Lyell, the company made many sorties to India where guns from the famous collections of the Princes were bought back, which made for excellent business in used guns. Today the company is still thriving. All  outstanding shares were purchased in 1989 by the Chanel Group. Since then the factory building, in use since 1898, has been extensively renovated and equipped with the latest technology. The ROYAL Over & Under was improved and reintroduced and is now built in 12, 20, 28 and .410 Gauge, while the new Sporting Over & Under was introduced with a removable trigger plate lock. Of course the ROYAL side-by-sides are still built as shotguns and double rifles, as well as bolt action rifles based on the Mauser 1898 action.
In the 1990's Holland & Holland undertook a programe of major expansion. An exclusive line of clothing and accessories was introduced, both for the shooting public and the discerning ladies and gentlemen to combine quality and fashion. New stores opened in Paris and New York while the London flagship store at 33 Bruton Street was completely renovated. The pavilion at the Shooting Grounds was also expanded and a new gunroom was added.
In 2007, Holland & Holland opened a new showroom in Moscow.
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