Sportsman’s Warehouse and Byrna Technologies Launch Exclusive Omni-Channel Partnership
Sportsman's Warehouse (SPWH) has announced an exclusive partnership with Byrna Technologies (BYRN) to create dedicated shop-in-shops for less-lethal personal protection solutions both in-store and online. The partnership will feature Byrna's patented launchers and offer live-fire demo experiences in select locations.
The collaboration leverages Sportsman's Warehouse's network of 146 stores across 32 states and their e-commerce platform. The company will utilize existing archery lanes for product demonstrations and Byrna will provide comprehensive training for store staff. The partnership includes exclusivity for the shop-in-shop experience in big box specialty retail.
According to Byrna's CEO, the company experiences an 80% conversion rate when customers demo their products live. The implementation will focus on markets with high consumer interest in personal protection, with minimal build-out costs for dedicated Byrna sections.
Sportsman's Warehouse (SPWH) ha annunciato una partnership esclusiva con Byrna Technologies (BYRN) per creare negozi dedicati all'interno dei negozi per soluzioni di protezione personale meno letali, sia in negozio che online. La partnership presenterà i lanciatori brevettati di Byrna e offrirà esperienze di dimostrazione dal vivo in alcune località selezionate.
La collaborazione sfrutta la rete di 146 negozi di Sportsman's Warehouse in 32 stati e la loro piattaforma di e-commerce. L'azienda utilizzerà i corridoi di tiro con l'arco esistenti per le dimostrazioni dei prodotti e Byrna fornirà una formazione completa per il personale del negozio. La partnership include l'esclusività per l'esperienza shop-in-shop nel retail specializzato di grandi dimensioni.
Secondo il CEO di Byrna, l'azienda registra un tasso di conversione dell'80% quando i clienti provano i loro prodotti dal vivo. L'implementazione si concentrerà su mercati con un alto interesse dei consumatori per la protezione personale, con costi di allestimento minimi per le sezioni dedicate a Byrna.
Sportsman's Warehouse (SPWH) ha anunciado una asociación exclusiva con Byrna Technologies (BYRN) para crear tiendas dedicadas dentro de las tiendas para soluciones de protección personal menos letales, tanto en la tienda como en línea. La asociación contará con los lanzadores patentados de Byrna y ofrecerá experiencias de demostración en vivo en ubicaciones seleccionadas.
La colaboración aprovecha la red de 146 tiendas de Sportsman's Warehouse en 32 estados y su plataforma de comercio electrónico. La empresa utilizará los carriles de tiro con arco existentes para demostraciones de productos y Byrna proporcionará capacitación integral para el personal de la tienda. La asociación incluye exclusividad para la experiencia de tienda dentro de la tienda en el comercio especializado de grandes superficies.
Según el CEO de Byrna, la empresa experimenta una tasa de conversión del 80% cuando los clientes prueban sus productos en vivo. La implementación se centrará en mercados con un alto interés del consumidor en la protección personal, con costos de construcción mínimos para las secciones dedicadas a Byrna.
스포츠맨스 웨어하우스(SPWH)는 버나 테크놀로지스(BYRN)와 독점 파트너십을 체결하여 매장 내외에서 덜 치명적인 개인 보호 솔루션을 위한 전용 매장 내 매장을 만들기로 했습니다. 이 파트너십은 버나의 특허받은 발사기를 선보이고 일부 선택된 장소에서 실시간 시연 경험을 제공합니다.
이 협력은 스포츠맨스 웨어하우스의 32개 주에 걸쳐 있는 146개 매장 네트워크와 그들의 전자상거래 플랫폼을 활용합니다. 회사는 기존의 양궁 레인을 제품 시연에 활용하고 버나는 매장 직원에 대한 종합 교육을 제공합니다. 이 파트너십은 대형 전문 소매업체에서 매장 내 매장 경험에 대한 독점성을 포함합니다.
버나의 CEO에 따르면, 회사는 고객이 제품을 실시간으로 시연할 때 80%의 전환율을 경험합니다. 구현은 개인 보호에 대한 소비자 관심이 높은 시장에 초점을 맞추고, 버나 전용 섹션에 대한 최소한의 구축 비용을 필요로 합니다.
Sportsman's Warehouse (SPWH) a annoncé un partenariat exclusif avec Byrna Technologies (BYRN) pour créer des espaces dédiés dans ses magasins pour des solutions de protection personnelle moins létales, à la fois en magasin et en ligne. Ce partenariat mettra en avant les lanceurs brevetés de Byrna et proposera des expériences de démonstration en direct dans des emplacements sélectionnés.
Cette collaboration tire parti du réseau de 146 magasins de Sportsman's Warehouse répartis sur 32 États et de leur plateforme de commerce électronique. L'entreprise utilisera les allées de tir à l'arc existantes pour les démonstrations de produits, et Byrna fournira une formation complète au personnel du magasin. Le partenariat inclut l'exclusivité de l'expérience shop-in-shop dans le commerce de détail spécialisé de grande surface.
Selon le PDG de Byrna, l'entreprise connaît un taux de conversion de 80 % lorsque les clients testent leurs produits en direct. La mise en œuvre se concentrera sur les marchés présentant un fort intérêt des consommateurs pour la protection personnelle, avec des coûts de mise en place minimaux pour les sections dédiées à Byrna.
Sportsman's Warehouse (SPWH) hat eine exklusive Partnerschaft mit Byrna Technologies (BYRN) angekündigt, um spezielle Shop-in-Shop-Bereiche für weniger tödliche persönliche Schutzlösungen sowohl im Geschäft als auch online zu schaffen. Die Partnerschaft wird Byrnas patentierte Launcher präsentieren und in ausgewählten Standorten Live-Demonstrationserlebnisse anbieten.
Die Zusammenarbeit nutzt das Netzwerk von 146 Geschäften von Sportsman's Warehouse in 32 Bundesstaaten sowie deren E-Commerce-Plattform. Das Unternehmen wird bestehende Bogenschießbahnen für Produktdemonstrationen nutzen, und Byrna wird umfassende Schulungen für das Personal im Geschäft bereitstellen. Die Partnerschaft umfasst die Exklusivität für das Shop-in-Shop-Erlebnis im großen Einzelhandel.
Laut dem CEO von Byrna hat das Unternehmen eine Konversionsrate von 80%, wenn Kunden ihre Produkte live testen. Die Umsetzung wird sich auf Märkte mit hohem Verbraucherinteresse an persönlichem Schutz konzentrieren, mit minimalen Aufbaukosten für die speziellen Byrna-Bereiche.
- Exclusive partnership in big box specialty retail
- Minimal implementation costs for shop-in-shops
- 80% customer conversion rate on live demos
- Leverages existing infrastructure (archery lanes)
- Potential to attract new customers and increase store traffic
- to select locations initially
- Success dependent on consumer interest in personal protection products
Insights
This exclusive partnership between Sportsman's Warehouse and Byrna Technologies represents a strategic expansion that could strengthen SPWH's position in the growing personal protection market. The deal creates several potential advantages:
The shop-in-shop concept allows SPWH to efficiently utilize existing store space and infrastructure (leveraging archery lanes for demos) while creating a new customer experience with minimal capital investment. This represents smart asset utilization at a time when specialty retailers are seeking ways to drive traffic without major expenditures.
What's particularly noteworthy is the exclusive nature of this arrangement in the big box specialty retail space, effectively blocking competitors from creating similar Byrna experiences. The omni-channel approach combining in-store demos with e-commerce integration aligns with current retail best practices for category development.
From a customer acquisition standpoint, SPWH gains access to Byrna's "network of pro-Second Amendment influencers" - essentially tapping into an existing marketing channel and customer base that may not currently shop at Sportsman's Warehouse. This cross-pollination effect could introduce the SPWH brand to new consumer segments beyond their traditional hunting/fishing base.
The 80% conversion rate cited for live demos, if accurate, suggests this partnership could drive meaningful sales performance in participating locations. While implementation timing and financial projections aren't specified, this represents a logical evolution of SPWH's merchandise strategy in the personal protection category.
This partnership positions Sportsman's Warehouse to capitalize on growing consumer interest in less-lethal personal protection alternatives. Byrna's technology - compressed air launchers that fire chemical irritant projectiles - occupies a distinct market niche between traditional non-lethal options (pepper spray) and firearms.
The hands-on demonstration component is particularly significant in this product category. Unlike conventional merchandise that consumers can evaluate visually, less-lethal protection devices benefit tremendously from interactive experiences that build confidence in their functionality. The 80% conversion rate following demonstrations suggests the in-store experience will be a powerful sales driver.
For Sportsman's Warehouse, this partnership creates category differentiation from both general sporting goods retailers and firearms-focused competitors. By developing expertise in less-lethal options through Byrna's training program, store associates can offer a more comprehensive personal protection consultation that spans multiple product categories.
The market timing appears advantageous as personal security concerns continue to influence consumer purchasing. Byrna's products typically appeal to both traditional firearm owners seeking training/alternative options and consumers who want personal protection without firearms - potentially broadening SPWH's customer demographic.
While financial terms aren't disclosed, the partnership's structure (minimal implementation costs, utilization of existing store infrastructure) suggests a favorable risk/reward proposition for Sportsman's Warehouse as they expand their personal protection merchandise assortment.
Exclusive partnership with leading Less-Lethal Personal Protection Solutions brand will create in-store and ecommerce shop-in-shops and live, in-store demo experience
WEST JORDAN, Utah, March 05, 2025 (GLOBE NEWSWIRE) -- Sportsman’s Warehouse Holdings, Inc. (“Sportsman’s Warehouse” or the “Company”) (Nasdaq: SPWH) announced today an exclusive partnership with Byrna Technologies (“Byrna”) (Nasdaq: BYRN), a technology company, specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, to develop dedicated in-store and e-commerce shop-in-shops featuring Byrna’s patented launchers and offering customers a live-fire demo experience in select locations.
“We are thrilled to partner with Byrna to feature their less-lethal personal protection solutions in many of our stores nationwide and online,” said Paul Stone, Sportsman’s Warehouse President and Chief Executive Officer. “In 2025, we’re deepening our commitment to our customers’ year-round personal protection needs, and Byrna is the ideal partner to lead the less-lethal category—empowering confidence in their every-day safety. With 146 stores across 32 states and a robust e-commerce platform, we are utilizing our infrastructure to offer customers a hands-on, safe experience while leveraging Byrna's powerful marketing channels and network of pro-Second Amendment influencers. Our partnership with Byrna, combined with our interactive in-store experience, we believe will attract new customers and drive increased store traffic, expanding our share of the personal protection market.”
The partnership between Sportsman’s Warehouse and Byrna includes exclusivity with the shop-in-shop experience in big box specialty retail. Together, the companies will move quickly to build-out dedicated Byrna sections in select Sportsman’s Warehouse locations, focusing on markets with high consumer interest in personal protection-all at a minimal cost. Sportsman’s will utilize its existing archery lanes to provide customers with a hands-on live product demo, enhancing the in-store experience. Additionally, Byrna will provide best-in-class training, including in-store sessions for all Sportsman’s Warehouse Outfitters, ensuring customers receive expert guidance and support.
“Byrna is proud to partner exclusively with Sportsman’s Warehouse to enhance the overall in-store experience and showcase our less-lethal personal protection solutions,” said Bryan Ganz, Chief Executive Officer of Byrna. “With demand for Byrna products continuing to grow, this is the perfect time to launch an omni-channel shop-in-shop partnership with a leading specialty retailer that shares a similar commitment to personal protection. With an
About Sportsman’s Warehouse Holdings, Inc.
Sportsman’s Warehouse Holdings, Inc. is an outdoor specialty retailer focused on meeting the needs of the seasoned outdoor veteran, the first-time participant, and everyone in between. We provide outstanding gear and exceptional service to inspire outdoor memories.
For press releases and certain additional information about the Company, visit the Investor Relations section of the Company's website at www.sportsmans.com.
Forward-Looking Statements
This press release includes forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 as contained in Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Forward-looking statements in this release include, but are not limited to, statements regarding attracting new customers; driving increased store traffic; expanding our share of the personal protection market; providing customers with an enhanced in-store experience; and ensuring customers receive expert guidance and support. Investors can identify these statements by the fact that they use words such as “aim,” “anticipate,” “assume,” “believe,” “can have,” “could,” “due,” “estimate,” “expect,” “goal,” “intend,” “likely,” “may,” “objective,” “plan,” “positioned,” “potential,” “predict,” “should,” “target,” “will,” “would” and similar terms and phrases. These forward-looking statements are based on current expectations, estimates, forecasts and projections about our business and the industry in which we operate and our management’s beliefs and assumptions. We derive many of our forward-looking statements from our own operating budgets and forecasts, which are based upon many detailed assumptions. While we believe that our assumptions are reasonable, we caution that predicting the impact of known factors is very difficult, and we cannot anticipate all factors that could affect our actual results. The Company cannot assure investors that future developments affecting the Company will be those that it has anticipated. Actual results may differ materially from these expectations due to many factors including, but not limited to: current and future government regulations, in particular regulations relating to the sale of firearms and ammunition, which may impact the supply and demand for the Company’s products and ability to conduct its business; the Company’s retail-based business model which is impacted by general economic and market conditions and economic, market and financial uncertainties that may cause a decline in consumer spending; the Company’s concentration of stores in the Western United States which makes the Company susceptible to adverse conditions in this region, and could affect the Company’s sales and cause the Company’s operating results to suffer; the highly fragmented and competitive industry in which the Company operates and the potential for increased competition; changes in consumer demands, including regional preferences, which we may not be able to identify and respond to in a timely manner; the Company’s entrance into new markets or operations in existing markets, including the Company’s plans to open additional stores in future periods, which may not be successful; the Company’s implementation of a plan to reduce expenses in response to adverse macroeconomic conditions, including an increased focus on financial discipline and rigor throughout the Company’s organization; impact of general macroeconomic conditions, such as labor shortages, inflation, elevated interest rates, economic slowdowns, and recessions or market corrections; and other factors that are set forth in the Company's filings with the SEC, including under the caption “Risk Factors” in the Company’s Form 10-K for the fiscal year ended February 3, 2024, which was filed with the SEC on April 4, 2024, and the Company’s other public filings made with the SEC and available at www.sec.gov. If one or more of these risks or uncertainties materialize, or if any of the Company’s assumptions prove incorrect, the Company’s actual results may vary in material respects from those projected in these forward-looking statements. Any forward-looking statement made by the Company in this release speaks only as of the date on which the Company makes it. Factors or events that could cause the Company’s actual results to differ may emerge from time to time, and it is not possible for the Company to predict all of them. The Company undertakes no obligation to publicly update any forward-looking statement, whether as a result of new information, future developments or otherwise, except as may be required by any applicable securities laws.
Investor Contact:
Riley Timmer
Vice President, Investor Relations
Sportsman’s Warehouse
(801) 304-2816
investors@sportsmans.com
FAQ
What is the scope of the Sportsman's Warehouse (SPWH) and Byrna partnership?
How will SPWH implement the Byrna product demonstrations?
What is Byrna's conversion rate for live product demonstrations?
How many stores will feature the Byrna shop-in-shop experience?
