Byrna Technologies (NASDAQ: BYRN) is right in the middle of what could be the next massive trend in public safety: less lethal weapons.
The company’s proprietary weapons and ammunition provide civilians, law enforcement officers and security professionals with a safe, reliable and effective non-lethal alternative to traditional firearms.
Customers have been flocking to Byrna’s products to protect and defend themselves, their families and their community without the need to resort to deadly force.
And investors have started to take notice as well, sending Byrna shares up over 169% so far in 2024.
But is the best yet to come?
The Big Idea
Society has a growing concern for personal safety, but a rapidly declining tolerance for gun violence and firearm casualties.
- Byrna’s products simultaneously offer a solution to both, and their products are beginning to gain sales traction from individual consumers and law enforcement agencies
- Byrna operates in the personal security and defense tech industry, which has high growth potential due to rising safety concerns in various parts of the world
By the numbers
- Byrna offers a range of less-lethal pistols, rifles, ammunition, and accessories that can be seen here: US E-commerce site
- Their firearms (referred to as ‘launchers’) start at $379.99 USD
- Byrna launchers can be purchased without requiring any permits or background checks
- The company sells their products Direct to Consumer, and through their network of over 500 retail dealer locations - which include notable chains such as Bass Pro Shops and Cabela’s
- Byrna has sold over 400,000 launchers over the last four years
- Byrna has over 30 international customers and agencies
The response
- Byrna recorded sales of $20.9 million for Q3 2024, representing a 194% increase from Q3 2023
- Byrna reported a Q3 2024 gross profit of $13.0 million, and net income of $1.0 million
- Revenue reached $73.5 million for the past 12 months, representing a growth rate of over 51% from the previous year’s revenue of $42 million
- Byrna has a self-estimated customer LTV (Lifetime Value) of $1,000
- Byrna estimates that if they can reach 5% of non-gun owners and 10% of gun owners in the United States alone, it would result in revenue of $17.5 billion
Going deeper
Current Share Price: $15.43
Shares Outstanding: 22,776,895
Market Capitalization: $351 million
52 Week High: $19.42
52 Week Low: $2.52
Year-to-date Performance: +169.3%
Cash Position: $20.1 million as of August 31, 2024
Debt: None
Stock Buyback: Byrna recently approved a $10 million stock buyback program. As of October 9th, Byrna reported repurchasing $3 million of stock, leaving $7 million still available for the buyback.
What's been happening
- Byrna has continued to generate a highly accretive ROAS (return on ad spend) of 5.0X through their celebrity endorsement program, fuelling record sales growth
- Mike Huckabee, the Governor of Arkansas, has officially endorsed Byrna products
- Byrna deployed 1,000 launchers across airports in Argentina through a contract with local authorities
- Byrna secured an initial order with the Uruguayan National Police for 400 launchers and over 100,000 rounds of less-lethal ammunition for the Uruguayan National Police
- Byrna has developed a passionate consumer following through social media, earning millions of cumulative views on their Youtube content
The big picture
Byrna Technologies is uniquely positioned to benefit from the growing demand for non-lethal personal defense solutions. As society seeks alternatives to traditional firearms, Byrna’s products offer safety and security without lethal consequences, attracting a diverse range of customers from civilians to law enforcement.
With an expanding customer base, strategic partnerships, and strong marketing traction that continues to fuel revenue growth, Byrna is a compelling opportunity for investors looking to capitalize on the growing public and policy-level demand for safer law enforcement and self defense.