Byrna Expands Retail Footprint with Nashville Store Opening
Byrna Technologies (Nasdaq: BYRN) announced the opening of its second company-owned retail store in Franklin, Tennessee, part of the Greater Nashville Area. The store features an in-store shooting range and follows the success of their Las Vegas location, which achieved an annual run rate exceeding $1 million with gross profit margins over 60%.
The Nashville store is part of a broader retail expansion strategy, with three additional stores planned to open in Fort Wayne, Indiana, Scottsdale, Arizona, and Salem, New Hampshire in early 2025. The Las Vegas store demonstrated impressive conversion rates of approximately 80% compared to 1% online, highlighting the effectiveness of the hands-on retail experience.
The company aims to normalize less-lethal solutions as a mainstream personal safety choice while establishing a stronger physical presence in key markets. The retail strategy involves a phased approach to scaling their store model, focusing on optimizing operations and training programs before potential broader expansion.
Byrna Technologies (Nasdaq: BYRN) ha annunciato l'apertura del suo secondo negozio al dettaglio di proprietà aziendale a Franklin, nel Tennessee, parte dell'area metropolitana di Nashville. Il negozio è dotato di una gamma di tiro interna e segue il successo della loro posizione a Las Vegas, che ha raggiunto un fatturato annuale superiore a 1 milione di dollari con margini di profitto lordo superiori al 60%.
Il negozio di Nashville fa parte di una più ampia strategia di espansione al dettaglio, con tre ulteriori negozi previsti per aprire a Fort Wayne, Indiana, Scottsdale, Arizona, e Salem, New Hampshire all'inizio del 2025. Il negozio di Las Vegas ha dimostrato tassi di conversione impressionanti di circa l'80% rispetto all'1% online, evidenziando l'efficacia dell'esperienza di acquisto pratica.
L'azienda mira a normalizzare soluzioni meno letali come scelta di sicurezza personale mainstream, mentre stabilisce una presenza fisica più forte in mercati chiave. La strategia di vendita al dettaglio prevede un approccio graduale per scalare il loro modello di negozio, concentrandosi sull'ottimizzazione delle operazioni e dei programmi di formazione prima di un'eventuale espansione più ampia.
Byrna Technologies (Nasdaq: BYRN) anunció la apertura de su segunda tienda minorista de propiedad de la empresa en Franklin, Tennessee, parte del área metropolitana de Nashville. La tienda cuenta con un campo de tiro en el lugar y sigue el éxito de su ubicación en Las Vegas, que alcanzó una tasa de ingresos anuales superior a 1 millón de dólares con márgenes de beneficio bruto superiores al 60%.
La tienda de Nashville forma parte de una estrategia de expansión minorista más amplia, con tres tiendas adicionales planeadas para abrir en Fort Wayne, Indiana, Scottsdale, Arizona, y Salem, New Hampshire a principios de 2025. La tienda de Las Vegas demostró tasas de conversión impresionantes de aproximadamente el 80% en comparación con el 1% en línea, lo que resalta la efectividad de la experiencia minorista práctica.
La empresa busca normalizar las soluciones menos letales como una opción de seguridad personal convencional, mientras establece una presencia física más fuerte en mercados clave. La estrategia de venta minorista implica un enfoque por fases para escalar su modelo de tienda, centrado en la optimización de operaciones y programas de capacitación antes de una posible expansión más amplia.
버이나 테크놀로지스 (Nasdaq: BYRN)는 테네시주 프랭클린에 있는 두 번째 자회사 소유의 소매점을 열었다고 발표했습니다. 이 매장은 매장 내 사격 공간을 갖추고 있으며, 연 매출이 100만 달러를 초과하고 총 이익률이 60% 이상인 라스베가스 위치의 성공을 이어갑니다.
내슈빌 매장은 포트 웨인(인디애나), 스코츠데일(애리조나), 세일럼(뉴햄프셔)에 추가로 2025년 초에 열릴 세 개의 매장을 계획한 보다 큰 소매 확대 전략의 일환입니다. 라스베가스 매장은 온라인의 1%에 비해 약 80%의 인상적인 전환율을 나타내며, 실질적인 소매 경험의 효과를 강조합니다.
회사는 주요 시장에서 더 강력한 물리적 존재를 구축하면서 덜 치명적인 솔루션을 주류 개인 안전 선택으로 정상화하는 것을 목표로 하고 있습니다. 소매 전략은 매장 모델 확장을 단계적으로 접근하여 운영 최적화 및 교육 프로그램에 중점을 둔 후 잠재적인 더 넓은 확장을 고려합니다.
Byrna Technologies (Nasdaq: BYRN) a annoncé l'ouverture de son deuxième magasin de détail en propriété à Franklin, dans le Tennessee, faisant partie de la région métropolitaine de Nashville. Le magasin dispose d'un stand de tir intérieur et fait suite au succès de leur emplacement à Las Vegas, qui a atteint un chiffre d'affaires annuel dépassant 1 million de dollars avec des marges bénéficiaires brutes supérieures à 60%.
Le magasin de Nashville s'inscrit dans une stratégie d'expansion commerciale plus large, avec trois magasins supplémentaires prévus pour ouvrir à Fort Wayne, Indiana, Scottsdale, Arizona et Salem, New Hampshire au début de 2025. Le magasin de Las Vegas a démontré des taux de conversion impressionnants d'environ 80% par rapport à 1% en ligne, soulignant l'efficacité de l'expérience de vente au détail pratique.
L'entreprise vise à normaliser les solutions moins létales comme choix de sécurité personnelle grand public, tout en établissant une présence physique plus forte sur des marchés clés. La stratégie de vente au détail implique une approche par étapes pour développer leur modèle de magasin, en se concentrant sur l'optimisation des opérations et des programmes de formation avant une expansion potentielle plus large.
Byrna Technologies (Nasdaq: BYRN) hat die Eröffnung ihres zweiten firmeneigenen Einzelhandelsgeschäfts in Franklin, Tennessee, im Großraum Nashville angekündigt. Das Geschäft verfügt über einen Schießstand vor Ort und folgt dem Erfolg ihres Standorts in Las Vegas, der eine Jahresumsatzrate von über 1 Million US-Dollar mit einer Bruttogewinnspanne von über 60% erreicht hat.
Das Nashville-Geschäft ist Teil einer breiteren Einzelhandelsexpansion, mit drei weiteren Geschäften, die Anfang 2025 in Fort Wayne, Indiana, Scottsdale, Arizona und Salem, New Hampshire eröffnet werden sollen. Das Las Vegas-Geschäft wies beeindruckende Konversionsraten von etwa 80% im Vergleich zu 1% online auf, was die Effektivität des praktischen Einzelhandelserlebnisses unterstreicht.
Das Unternehmen hat das Ziel, weniger tödliche Lösungen als Mainstream-Personenschutzoption zu normalisieren und gleichzeitig eine stärkere physische Präsenz in wichtigen Märkten aufzubauen. Die Einzelhandelsstrategie umfasst einen schrittweisen Ansatz zur Skalierung ihres Geschäftsmodells, wobei der Fokus auf der Optimierung von Abläufen und Ausbildungsprogrammen liegt, bevor eine mögliche breitere Expansion in Betracht gezogen wird.
- Las Vegas store achieves $1M+ annual run rate with 60%+ gross margins
- High in-store conversion rate of 80% vs 1% online
- Planned expansion to 4 new locations in early 2025
- Strategic retail presence in key markets with hands-on experience capability
- New stores require time to reach optimal performance
- Significant investment required for physical retail expansion
Insights
The expansion of Byrna's retail footprint through company-owned stores represents a compelling strategic pivot with significant revenue implications. The Las Vegas store's performance metrics - specifically the
The selection of Nashville is strategically sound, targeting a region with strong personal defense market demographics. The inclusion of an in-store shooting range addresses a critical barrier to purchase - the need for hands-on product experience. This experiential component is particularly important for less-lethal defense products, where customer education and confidence are paramount to adoption.
The planned expansion to four locations (Nashville, Fort Wayne, Scottsdale and Salem) indicates a calculated approach to scaling. This controlled rollout allows for:
- Optimization of store operations and training programs
- Refinement of location-specific marketing strategies
- Development of robust inventory management systems
- Fine-tuning of the customer experience model
From a financial perspective, the high gross margins suggest strong unit economics that could support rapid expansion if the model proves successful across different markets. The emphasis on community engagement and educational programming indicates a long-term strategy focused on building sustainable market presence rather than just immediate sales growth.
ANDOVER, Mass., Feb. 06, 2025 (GLOBE NEWSWIRE) -- Byrna Technologies Inc. (“Byrna” or the “Company”) (Nasdaq: BYRN), a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced the opening of its second company-owned retail store, located in Franklin, Tennessee, part of the Greater Nashville Area. This new location advances Byrna’s vision of normalizing less-lethal solutions as a mainstream personal safety choice, establishing a broader physical presence, and amplifying brand recognition in key markets.
The Nashville store builds on the success of Byrna’s Las Vegas location, which validated the potential of company-owned retail with an annual run rate exceeding
“The Nashville store represents an important step in Byrna’s strategic retail expansion,” said Byrna CEO Bryan Ganz. “Our retail store rollout is designed to strengthen customer connections, provide unique hands-on experiences, and expand overall brand awareness. Positioned in a vibrant retail hub, the Nashville store is well-suited to drive strong demand and further the adoption of Byrna’s less-lethal solutions. While we recognize new stores take time to reach their optimal performance, we are confident in the potential of our brick-and-mortar strategy and look forward to tracking the impact of our future locations.”
Byrna’s retail strategy reflects a deliberate, phased approach to scaling its store model. The Nashville store is one of four new locations planned in the first part of 2025, with additional stores in Fort Wayne, Indiana, Scottsdale, Arizona, and Salem, New Hampshire set to open in coming weeks. These initial locations will provide valuable insights to refine store operations, finalize employee training programs, and optimize marketing strategies ahead of a potential broader rollout.
Luan Pham, Byrna Chief Revenue Marketing Officer, added: “Our retail expansion is a transformational step in making less-lethal solutions accessible and mainstream. These new stores enable us to build stronger, more personal connections with our customers through workshops and in-store events, ensuring they are confident in using our products when it matters most.”
The grand opening of the Nashville store featured local officials, law enforcement representatives, and media. Byrna will continue prioritizing community engagement and education as it expands its physical footprint across the United States.
Byrna Nashville
330 Mayfield Dr.
D-3
Franklin, TN 37067
About Byrna Technologies Inc.
Byrna is a technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company's investor relations site here. The Company is the manufacturer of the Byrna® SD personal security device, a state-of-the-art handheld CO2 powered launcher designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company's e-commerce store.
Forward-Looking Statements
This news release contains “forward-looking statements” within the meaning of the securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as “plans,” “expects,” “intends,” “anticipates,” and “believes” and statements that certain actions, events or results “may,” “could,” “would,” “should,” “might,” “occur,” “be achieved,” or “will be taken.” Forward-looking statements include descriptions of currently occurring matters which may continue in the future. Forward-looking statements in this news release include, but are not limited to, our statements related to preliminary revenue results for the fourth fiscal quarter and fiscal year 2024, the timing of the release of full financial results for the quarter, trends regarding brand recognition and future sales potential, sales during the holiday season and during 2025, and the Company’s plans to open Company-owned retail stores. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.
Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, disappointing market responses to current or future products or services; prolonged, new, or exacerbated disruption of the Company’s supply chain; the further or prolonged disruption of new product development; production or distribution or delays in entry or penetration of sales channels due to inventory constraints, competitive factors, increased shipping costs or freight interruptions; prototype, parts and material shortages, particularly of parts sourced from limited or sole source providers; determinations by third party controlled distribution channels not to carry or reduce inventory of the Company's products; determinations by advertisers to prohibit marketing of some or all Byrna products; the loss of marketing partners; potential cancellations of existing or future orders including as a result of any fulfillment delays, introduction of competing products, negative publicity, or other factors; product design defects or recalls; litigation, enforcement proceedings or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; regulatory factors including the impact of commerce and trade laws and regulations; import-export related matters or sanctions or embargos that could affect the Company's supply chain or markets; delays in planned operations related to licensing, registration or permit requirements; and future restrictions on the Company's cash resources, increased costs and other events that could potentially reduce demand for the Company's products or result in order cancellations. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, (“Risk Factors”) in the Company's most recent Form 10-K, should understand it is impossible to predict or identify all such factors or risks, should not consider the foregoing list, or the risks identified in the Company's SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.
Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/5feb5941-b01f-4175-941b-5c3ad99702ee
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