Byrna’s 35% Revenue Jump Driven by AI Marketing and Retail Expansion Signals Strong Momentum for Fiscal 2025

AI Marketing and Store Footprint Expansion Drive 35% Revenue Growth

Byrna Technologies (NASDAQ: BYRN) delivered a standout third quarter for fiscal 2025, with net revenue soaring 35% year-over-year to $28.18 million. The surge is underpinned by a sharp uptick in web traffic, fueled by a new AI-powered advertising campaign, and the addition of major retail locations that now bring Byrna’s presence to over 1,000 stores across the U.S.

This expansion wasn’t just cosmetic: brick-and-mortar sales and chain store deals, alongside rapidly improving online engagement, played key roles. Daily sessions on Byrna.com shot up from 33,000 to more than 50,000 after launching the new ad campaign in August, then climbed again to 58,000 in September—setting a pace for further digital-driven sales as the company enters the crucial holiday period.

New Product Lines and Recurring Revenue Stream Launches Point to Broader Ambitions

Product innovation and ecosystem expansion continue to anchor Byrna’s growth story. The launch of the Compact Launcher (CL) not only brought new customers, but saw quicker production yield improvements than any previous product—supporting faster sales and better inventory turnover. Complementing this, the company unveiled ByrnaCare™, its first major step into recurring, service-based offerings designed to support users of its less-lethal defense devices and build out future revenue streams.

Executive hires from industry heavyweights—including a former Nike VP of Marketing—signal the company’s commitment to scaling its brand. And the board’s composition is evolving to blend technology, safety, and mass-market marketing experience as Byrna targets an even wider audience in 2026 and beyond.

Profitability Improving as Byrna Heads Into Holiday Sales Cycle

Gross profit for the quarter reached $16.92 million (60% margin), up from $13.01 million a year prior, with robust sales partly offset by one-time costs linked to new product launches and manufacturing ramp-up. Operating expenses rose to $14.06 million, reflecting investments in sales and marketing. Still, operating leverage shined through as net income doubled year-over-year to $2.24 million. Adjusted EBITDA, a preferred management metric for operating performance, nearly doubled as well, hitting $3.72 million versus $1.94 million last year.

Looking ahead, management reaffirmed confidence for full-year revenue growth between 35% and 40%, supported by continued momentum from digital initiatives, a strategic inventory build for the holidays, and newly introduced products. With no long-term debt on the books and cash, cash equivalents, and marketable securities totaling $9.0 million, Byrna enters the busiest season on a stable footing.

Key Financial Highlights: Q3 Fiscal 2025 vs. Q3 Fiscal 2024

Balance Sheet: Positioned for Growth, No Long-Term Debt

Strategic investments ahead of the holiday surge saw inventory jump to $34.11 million from $19.97 million since last November. While accounts receivable also rose to $8.87 million—reflecting brisk sales activity—the company’s conservative capital structure remains unchanged, with zero current or long-term debt. Stockholders’ equity grew by $8.77 million since last year, now standing at $63.14 million, while total assets reached $78.56 million.

Looking Ahead: Holiday Quarter and Recurring Revenue Initiatives May Sustain Momentum

Byrna’s Q3 2025 performance signals that its strategy—leveraging digital advertising, deepening retail reach, and launching innovative service products—is translating into real, accelerating results. As the company heads into its key holiday period and Black Friday/Cyber Monday campaigns, investors should watch for follow-through on high web engagement and whether service subscriptions (like ByrnaCare™) gain traction. The foundation for sustainable long-term growth is being built, but the next two quarters will be critical in proving Byrna’s ability to scale new revenue streams and further penetrate a large, fast-growing market for personal security technology.

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