Byrna Technologies Inc. (BYRN): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a company that's clearly figured out how to scale its direct-to-consumer model while aggressively pushing into retail, and honestly, the numbers coming out of Byrna Technologies Inc. for fiscal 2025 are compelling. Q3 revenue hit $28.2 million, up a solid 35% year-over-year, all while they're using proprietary AI to slash ad costs down to just $0.53 per visitor, which is a major win for the Promotion spend. This growth isn't just about selling more less-lethal launchers; it's about a deliberate shift in their Product mix, like the new Compact Launcher which carries 7-8 percentage points higher gross margins, and a Place strategy that now covers over 1,000 stores. If you want to see exactly how their Product innovation, expanded Place, sharp Promotion, and margin-supporting Price structure are lining up for the near term, dive into the full four P's breakdown below-it's defintely worth your time.

Byrna Technologies Inc. (BYRN) - Marketing Mix: Product

Byrna Technologies Inc. centers its product offering on core less-lethal launchers, primarily the flagship Byrna SD and the newly introduced Compact Launcher (CL).

The Byrna Compact Launcher (CL), which began shipments on May 1, 2025, following its debut in Q2 2025, represents a significant product evolution. The CL is engineered for enhanced concealability, measuring 38% smaller than the Byrna SD model. Despite the size reduction, the CL is designed to deliver the same force per square inch as the Byrna LE model. This new device fires a proprietary .61 caliber projectile at speeds up to 400 feet per second, maintaining an effective range of up to 60 feet. Each CL holds 15 rounds per 8g CO₂ cartridge and features red dot compatibility. The introduction of the CL has been financially significant, contributing to a favorable product sales mix that resulted in the CL carrying gross margins 7-8 percentage points higher than the Byrna SD model, based on optimized U.S.-sourced components.

The product line is supported by a range of proprietary consumables, ensuring versatility for training, self-defense, and practice. These payloads are designed to burst upon impact, dispersing irritants or kinetic energy. The consumables portfolio includes:

• Chemical irritant rounds, designed for self-defense.
• Kinetic rounds, which are hard polymer projectiles usable for training or self-defense.
• Inert payload rounds, such as pro training projectiles containing a biodegradable powder for impact visualization.

The company has aggressively moved to secure its supply chain by bringing ammunition manufacturing in-house. The new U.S.-based ammunition production facility in Fort Wayne, Indiana, is operational and established with the capacity to produce up to 8 million proprietary less-lethal ammo rounds annually. This facility initially utilizes three SAM machines and one Amtek machine, with plans to potentially add two more SAM machines to further increase output.

To build recurring service-based revenue, Byrna Technologies introduced ByrnaCare™, a protection plan available for its devices. This service is structured with tiered pricing based on the product covered:

The core launcher lineup, which forms the basis of the hardware offering, is detailed below:

• Byrna SD: The flagship model, utilizing .68 caliber projectiles.
• Byrna CL: The newest, most concealable model, firing proprietary .61 caliber projectiles.
• Byrna LE: The most advanced model, matching the CL\'s energy density.

Byrna Technologies Inc. (BYRN) - Marketing Mix: Place

You're looking at how Byrna Technologies Inc. gets its products into the hands of customers, which is a classic omnichannel play right now. The strategy centers on making sure you can find a Byrna launcher whether you prefer shopping online or walking into a physical store. This distribution push is a major driver of their recent top-line momentum.

The physical retail footprint has seen aggressive expansion, validating the strategy of making the product accessible where consumers shop for related goods. By the end of Q3 2025, Byrna Technologies Inc. had successfully expanded its retail presence to over 1,000 stores nationwide. This growth is supported by both big-box placements and the performance of their own physical locations.

For the direct-to-consumer side, the split between Byrna.com and Amazon is shifting, showing where customers are increasingly choosing to transact. Amazon is definitely growing its share of the online pie, which is a key trend to watch for margin implications. Here's a look at the recent e-commerce dynamics:

The company-owned stores are acting as high-performing flagship locations, often serving as experiential centers where customers can test the product before buying. These dedicated locations are showing strong unit economics. The average annualized run rate for company-owned stores was reported at $725,000 per store.

A significant part of the physical strategy involves strategic shop-in-shop expansion, particularly with key partners. The collaboration with Sportsman's Warehouse is a prime example of this, creating dedicated retail experiences. As of Q2 2025, this concept was operating in 12 Sportsman's Warehouse stores, with plans to add another 10 in Q3, and a goal to reach approximately 50 such locations by year-end.

The omnichannel approach is designed to feed itself, so to speak. Management noted that many customers visit Byrna.com first to find the nearest dealer where they can try the launcher before purchasing.

The distribution strategy can be summarized by these key physical and digital touchpoints:

• Omnichannel distribution via e-commerce and expanding brick-and-mortar.
• Retail presence expanded to over 1,000 stores nationwide in Q3 2025.
• E-commerce sales split between Byrna.com and Amazon, which is defintely growing.
• Strategic shop-in-shop expansion with partners like Sportsman's Warehouse.
• Company-owned stores average an annualized run rate of $725,000 per store.

Finance: draft 13-week cash view by Friday.

Byrna Technologies Inc. (BYRN) - Marketing Mix: Promotion

Byrna Technologies Inc. employs a multi-faceted promotional strategy focused on digital reach, brand credibility, and in-person experience to drive consumer awareness and sales.

The core of the digital push involves a proprietary system for content generation and distribution.

• Proprietary AI-driven advertising workstream for rapid content creation.
• The AI-created commercial, 'We Don't Sell Bananas,' garnered over 66 million views.
• This new advertising approach also secured placements on MLB streaming services and NFL airport displays.

The efficiency gains from the AI-driven advertising are quantifiable in cost reduction and traffic volume.

This increased digital engagement directly impacted audience capture metrics.

• Daily web sessions on Byrna.com increased to ~58,000 in September 2025.
• Amazon web sessions saw an increase of 70% or 75% compared to the 2025 average during a comparable August period.
• The surge in web traffic grew Byrna Technologies Inc.'s opt-in email list to 1.9 million subscribers.
• Historical conversion rates approached 1.5% during the prior year's October and November period.

Byrna Technologies Inc. utilizes high-profile endorsements and physical demonstrations to build trust and convert prospects.

• Utilizes celebrity influencers such as Charlie Kirk, Megyn Kelly, Lara Trump, and Donald Trump Jr.
• Secured brand-safe media buys on platforms like MLB streaming services and NFL airport displays to elevate credibility.
• In-store 'Shooting is Believing' experience drives high customer conversion.
• A test range at a dealer in New York saw sales become the dealer's third bestselling brand within one month of installation.
• A company-owned store in Las Vegas reported an astonishing 80% conversion rate from people who walked into the store.
• Company-owned stores operated an average annualized run rate of $725,000 for the month of September 2025.
• Byrna Technologies Inc.'s total brick-and-mortar presence expanded to over 1,000 stores nationwide as of Q3 2025.

Byrna Technologies Inc. (BYRN) - Marketing Mix: Price

You're looking at how Byrna Technologies Inc. is pricing its personal security solutions to capture value, and the numbers from late 2025 tell a clear story about margin focus and recurring revenue.

The top-line performance in the third quarter set a strong pace. Byrna Technologies Inc. reported that Q3 2025 net revenue grew 35% year-over-year to $28.2 million from $20.9 million in Q3 2024. This growth supports the company's full-year outlook, as Byrna Technologies Inc. reiterated its expectation for full-year fiscal 2025 revenue growth to land between 35% and 40%. Honestly, hitting that range shows solid execution heading into the holiday quarter.

When we look at profitability, the pricing strategy is clearly supporting a higher-margin product mix. The gross margin for Q3 2025 settled at 60% of net revenue, which translated to $16.9 million in gross profit. That's a slight dip from the 62% seen in Q3 2024, but management attributes this to the channel mix shifting toward dealer sales and one-time startup costs tied to the launch of the Compact Launcher. Still, the focus remains on higher-margin items; the Compact Launcher is specifically mentioned as a product where margins are anticipated to grow as production volume increases and manufacturing processes get more efficient.

Here's a quick look at the key financial metrics that frame the pricing power and margin focus:

The strategy isn't just about the initial sale, either. Byrna Technologies Inc. is actively building a base for future revenue stability. They introduced the ByrnaCare™ service revenue model, which is a definite step toward securing a recurring income stream to complement the hardware sales. This move helps smooth out the lumpy nature of product sales, which is something every hardware company should be doing.

The overall pricing approach seems designed to balance market accessibility with margin protection, supported by several strategic actions:

• Pricing strategy supports a higher-margin product mix, notably the Compact Launcher.
• Service revenue model introduced via ByrnaCare™ for recurring income stream.
• Q3 2025 net revenue grew 35% year-over-year to $28.2 million.
• Gross margin for Q3 2025 was 60% of net revenue.
• Full-year fiscal 2025 revenue growth is projected between 35% and 40%.

The balance sheet as of August 31, 2025, shows $9.0 million in cash and marketable securities, with inventory sitting at $34.1 million and accounts receivable at $8.9 million. That inventory build suggests they are pricing for volume, especially heading into the holiday period. Finance: draft the Q4 2025 inventory turnover projection by next Tuesday.