Byrna Technologies Stock Price, News & Analysis

Byrna Technologies, Inc. (Nasdaq: BYRN) is a personal defense technology company that focuses on less-lethal personal security solutions. According to the company’s public disclosures and recent press releases, Byrna specializes in the development, manufacture, and sale of products designed to provide an effective means of defense without resorting to deadly force. The company is incorporated in Delaware and its principal executive offices are located in Andover, Massachusetts.

Byrna describes itself as a technology-driven business in the personal safety and security market. Its less-lethal launchers use kinetic and pepper projectiles that incapacitate threats through pain compliance and irritation, offering what the company characterizes as a middle ground between passive security measures and firearms. These products are marketed as personal security tools for individuals and as protective options for institutions that want to respond to threats while minimizing the risk of lethal outcomes.

Business focus and product approach

Company materials consistently refer to Byrna as a personal defense technology company and as a technology company specializing in less-lethal personal security solutions. Its business model centers on creating and manufacturing less-lethal launchers and related products, then distributing them through multiple channels. Byrna’s disclosures emphasize that its mission is to provide safe, effective, and accessible personal safety options that allow users to protect themselves and others without taking a life.

Byrna’s launchers are designed to incapacitate potential attackers using kinetic impact and chemical irritants rather than bullets. The company highlights that, in many cases, the visible presence of a Byrna device can deter an assailant before a projectile is fired. This focus on de‑escalation and harm reduction is a recurring theme in the company’s public statements.

Customer segments and use cases

Public information shows that Byrna serves a range of customer groups interested in non‑lethal protection. The company reports traction with houses of worship and schools, noting that churches, public school districts, and colleges have adopted Byrna’s less‑lethal tools as part of their security planning. Named examples in company communications include several independent school districts in Texas, colleges in Utah, California, and Texas, and churches in Texas and Arizona.

Byrna also references engagement with law enforcement, schools, and private security as a sales channel in its revenue breakdowns. In addition, the company notes that its products are sold through dealer and chain store networks, Byrna‑branded retail stores, and online channels. These disclosures indicate that Byrna addresses both institutional and consumer markets for personal security products.

Sales channels and geographic reach

Company press releases and SEC filings describe a multi‑channel distribution model. Byrna reports revenue from:

• Web and e‑commerce, including sales through its own website and activity on major online marketplaces.
• Byrna chain stores and dealers, reflecting sales through third‑party retailers and dealer networks.
• Byrna retail stores, which the company describes as brick‑and‑mortar locations where customers can experience products in person.
• Law enforcement / schools / private security, representing institutional buyers.
• International sales, indicating that Byrna’s products are purchased outside the United States.

In earlier descriptions, the company has stated that it generates revenue from the United States, South Africa, Europe, South America, Asia, and Canada. More recent disclosures emphasize international as a distinct revenue category, but do not break out specific countries in those releases.

Manufacturing and operations

Byrna’s proxy materials describe it as operating in the manufacturing sector and highlight its role in producing its own ammunition and launchers. The company reports that it has opened an ammunition manufacturing facility in Fort Wayne, Indiana, bringing manufacturing activities to the United States. It has also noted efforts to scale production through additional workers and shifts at this facility to respond to rising demand and to support future product lines.

Byrna’s operations include not only manufacturing but also marketing, distribution, and training support. The company collaborates with security training organizations to help institutions integrate less‑lethal tools into their safety programs, with an emphasis on situational awareness, de‑escalation, and less‑lethal response tactics.

Retail presence and brand visibility

Byrna reports an expanding brick‑and‑mortar presence, with products available in more than 1,000 retail locations nationwide according to recent company updates. It has also opened Byrna‑branded retail stores in several U.S. states, each described as including a shooting range to allow demonstrations of the launchers. The company states that its dealer and chain store channels, as well as its own stores, have contributed to revenue growth.

On the marketing side, Byrna has described a strategy that includes AI‑driven advertising campaigns, celebrity endorsements, and placements on broadcast and cable networks. The company reports that its proprietary AI‑based advertising process has increased web traffic and reduced customer acquisition costs. It also notes that its campaigns have led to higher web sessions on its own site and on major e‑commerce platforms.

Institutional partnerships and training

Byrna highlights partnerships with security training organizations such as Krisis, Inc. and the U.S. Concealed Carry Association (USCCA). These collaborations are described as focused on helping churches and schools develop responsible safety programs that incorporate less‑lethal tools. Company communications emphasize training on situational awareness, de‑escalation, and less‑lethal response tactics for security teams.

The company also notes participation in security conferences and church security events, where its national training team provides hands‑on instruction. These activities support the company’s positioning as a provider of tools and training that aim to balance preparedness with responsibility.

Academic and media recognition

Byrna reports that its products have been featured in national media and academic research. A Newsweek article highlighted the company’s role in the growing interest in less‑lethal protection options among churches and schools. In addition, Byrna was the exclusive non‑lethal firearm used in a study by researchers from Harvard University, Stanford University, and Harvard Business School examining attitudes toward lethal and non‑lethal personal defense.

According to the company’s summary of that study, exposure to Byrna’s technology increased respondents’ openness to non‑lethal devices and their willingness to consider substituting them for lethal firearms. The study is cited by Byrna as evidence of broader public interest in non‑lethal solutions and the potential demand for products that incapacitate without killing.

Corporate governance and public company status

Byrna is a publicly traded company listed on the Nasdaq Stock Market under the symbol BYRN. SEC filings show that it files current and periodic reports, including Forms 8‑K, a definitive proxy statement on Schedule 14A, and annual and quarterly reports. The company’s proxy materials describe a board of directors that includes independent members and multiple standing committees, such as audit, compensation, governance, and product safety committees.

The company has also adopted an executive severance plan for certain officers, as disclosed in a Form 8‑K, and regularly holds an annual meeting of stockholders where shareholders vote on director elections, auditor ratification, and advisory votes on executive compensation.

Less‑lethal personal defense positioning

Across its public communications, Byrna positions itself within the less‑lethal personal defense segment of the broader personal security and small arms–related market. While its industry classification references small arms ammunition manufacturing, the company’s own descriptions consistently emphasize non‑lethal or less‑lethal technology, personal safety, and harm‑reduction concepts. Its products are presented as tools for individuals, institutions, and security professionals who want to respond to threats with options that are designed to incapacitate rather than kill.