Byrna Technologies Inc. operates as a less-lethal self-defense technology company.
The company specializes in solutions for security situations that do not require the use of lethal force. The company’s mantra is Live Safe, and its core mission is to empower people to safely embrace life. The company also focuses on providing law enforcement and private security customers with less-lethal alternatives to firearms that are intended to reduce the use of firearms and facilitate trust within the co...
Byrna Technologies Inc. operates as a less-lethal self-defense technology company.
The company specializes in solutions for security situations that do not require the use of lethal force. The company’s mantra is Live Safe, and its core mission is to empower people to safely embrace life. The company also focuses on providing law enforcement and private security customers with less-lethal alternatives to firearms that are intended to reduce the use of firearms and facilitate trust within the communities they serve.
The company’s product portfolio includes handheld personal security devices and shoulder-fired launchers designed for use by consumers and professional security customers without the need for a background check or firearms license; a line of projectiles that are fired by Byrna devices, including chemical irritant, kinetic and inert rounds; a line of self-defense aerosol products, including Byrna Bad Guy Repellent; and accessories and related safety products, including the Byrna Banshee, Byrna Shield, compressed carbon dioxide (CO2) canisters, sighting systems, holsters and Byrna-branded apparel.
The company’s Byrna personal security devices are powerful and effective less-lethal self-defense devices that are powered by CO2 and fire .68 caliber spherical kinetic and chemical irritant projectiles that are designed to disable a threat from a standoff distance of up to 60 feet. The company has designed its Byrna devices to function as a platform that can be enhanced, upgraded and customized in a modular fashion with its accessory products. Only Byrna projectiles are approved for use with Byrna launchers, which creates the potential for reoccurring sales of consumable products.
The company’s products are sold in both the consumer and security professional markets. In the consumer market, its solutions are designed to provide ordinary civilians with an effective, less-lethal tool to disable, disarm and deter would-be assailants and to escape harm’s way. In the professional market, the company’s products are designed to provide domestic and international law enforcement agencies, corrections and custodial officers, private security professionals, private investigators and other professional security users with a practical, less-lethal option to address threats and resolve conflicts without the need to resort to lethal force. The company’s products can be purchased in most the United States (U.S.) locations quickly, simply and discreetly, without the requirement for a license, background check or waiting period.
Strategic Focus and Products
The company’s strategy is to establish Byrna as a consumer lifestyle brand associated with the confidence people can achieve by knowing they can protect themselves, their loved ones and those around them. The company has a significant opportunity to leverage the Byrna brand to expand its product line, broaden its user base and generate increasing sales from new and existing customers.
The company’s flagship product, the Byrna SD is a compact, ergonomically designed, handheld personal security device with the size and form factor of a compact handgun. It is easy to use, has virtually no recoil and is designed to fire accurately with an effective range of 50 feet. The Byrna SD utilizes the company’s patented technology and more than 60 custom designed parts. The Byrna SD comes with easily reloadable magazines that can hold five or seven .68 caliber projectiles. The Byrna SD is designed to provide a less-lethal alternative to a firearm, effective at a much safer stand-off distance than pepper spray or conductive energy devices, which has recommended maximum ranges of 10 feet and 20 feet, respectively. During 2023, the company introduced the Byrna LE. With a more powerful valve design the LE has a higher average muzzle velocity of 330 feet per second and an effective range of 60 feet.
In May 2021, the company purchased certain assets of Mission Less Lethal, a U.S. manufacturer of .68 caliber, less-lethal, shoulder-fired launchers for law enforcement and other security professionals. By leveraging the technology and intellectual property acquired from Mission Less Lethal, the company has introduced the Byrna TCR, an easy to use, tactical compact rifle that can fire 19 rounds in rapid succession at more than 325 feet per second using a standard 12-gram CO2 cartridge for propulsion, and it has also released the Byrna M-4, a full sized tactical rifle with either 120 round capacity in law enforcement form or two 20 round magazines in civilian form. These rifles are well suited to meet specific situational needs of security professionals, including law enforcement, private security, and corrections customers.
In May 2022, the company acquired Fox Labs International, a producer of defensive pepper sprays, that catered primarily to law enforcement and other security professionals. This has enabled the company to continue sales to the law enforcement market while using the company’s ecommerce and dealership channels to offer professional quality chemical irritant self-defense spray to the consumer market under the name Byrna Bad Guy Repellent.
In January 2023, the company acquired a 51% ownership interest in Byrna LATAM S.A. (‘Byrna LATAM’), a corporate joint venture formed to expand its operations and presence in South American markets.
The company offers a range of .68 caliber projectiles for different applications. The company’s chemical irritant projectiles include Byrna Max, which contains a pepper and tear gas blend, and Byrna Pepper, which contains a pepper and PAVA blend. These chemical irritant projectiles are designed to cause burning sensation on an assailant’s eyes and skin and to temporarily cause a sensation of impairment of their respiratory system upon contact, with quick-acting, incapacitating effects. The company also offers Byrna Kinetic, a lower-cost, hard plastic projectile that can be used for self-defense or training, and Byrna Pro Training, a projectile filled with inert powder to simulate use of chemical irritant rounds for training. During 2021, the company introduced the Eco-Kinetic line of projectiles which are environmentally safe, fully biodegradable and highly accurate rounds for both safety and recreational uses. During 2023, the company introduced its less lethal 12 gauge kinetic round that uses patented fin-stabilized projectiles designed to be fired from any 12 gauge shotgun with standard cylinder or improved cylinder bore choke with increased speed and accuracy at up to 100 feet of range.
Additionally, the company offers the Byrna Shield, a ballistic-rated backpack that can be fitted with multiple armor panels and utilizes a patented deployment system to protect the wearer from both the front and back. The company also market a range of accessories that allow its users to customize, carry, load, power, and maintain their Byrna launchers. These accessories include laser sights, flashlight attachments, spare magazines, barrel extensions, holsters, and CO2 cartridges. Finally, the company offers its customers apparel featuring the Byrna brand and emphasizing its Live Safe motto. Together, the company’s projectiles, accessories, and apparel provide it with an attractive source of ongoing revenue from its base of Byrna owners.
Marketing and Sales
The company sells its products into the consumer market through its Byrna e-commerce store, Side Hustle dealer program, premier dealers, and a network of over 1,300 local, regional and national outdoor and sporting goods stores, either directly or through distributors. The company also sell its products through an Amazon storefront. In the professional security market, the company seeks to drive purchases through its Train the Trainer program developed for police and security officers, with a focus on educating them on the proper use of force and de-escalation methods.
The company’s international sales are fulfilled primarily by select distribution partners that have expertise in their local markets. The company sees the potential to continue increasing its international sales mix as foreign law enforcement customers are showing growing interest in Byrna devices serving as a less-lethal, secondary security device, and the Byrna approach is increasingly seen as a favorable de-escalation solution.
The company’s marketing efforts are focused on creating brand awareness for Byrna by utilizing promotional specials and banner ads and driving traffic to its e-commerce store through the use of digital marketing tools. In early 2020, the company implemented a nationwide reseller and distribution network of brick-and-mortar outlets and engaged third-party firms to market its products to dealers in the outdoor and sporting goods sectors.
In June 2020, and then again in April 2021, Byrna was highlighted on a popular national news program. Commencing in September 2023, the company pivoted away from traditional social media channels, some of which prohibited it from advertising, in favor of a more targeted approach via celebrity endorsement, talk radio, and non-social media online advertising efforts. These high-profile events and advertisement strategies led to significant increases in orders in the company’s e-commerce channels and further raised its brand recognition nationally. The company’s marketing strategy includes engaging key influencers in relevant markets to highlight the benefits of the company’s security solutions to their respective networks of followers, engaging in public dialogues about firearm regulation, school safety and the expansion of police programs and training in the use of less-lethal weapons, and expanding its use of targeted digital marketing tools.
Research and Development
The company’s research and development costs were $0.6 million during the year ended November 30, 2024.
Intellectual Property
The company has numerous issued utility and design patents. The company is prosecuting several newly filed provisional patents. The company has several granted trademarks, as well as trademarks which have been filed and are being prosecuted. The company further obtained one patent and one trademark through the acquisition of Mission Less Lethal in May 2021, two patents and four trademarks through the acquisition of Ballistipax Holdings Inc. (‘Ballistipax’) and several trademarks through the acquisition of Fox Labs. In addition, through the acquisition of Mission Less Lethal, the company holds exclusive rights to use all of the intellectual property of Kore Outdoor, Inc. (the previous owner of Mission Less Lethal) for less-lethal applications.
Disposition
On August 19, 2024, the company sold its 51% ownership interest to Fusady S.A., an affiliate of Bersa S.A. (‘Fusady’) (the ‘LATAM Share Purchase Agreement’) and entered into an exclusive distribution, manufacturing, and licensing agreement with Byrna LATAM (the ‘LATAM Licensing Agreement’).
Trademarks
Byrna is a registered trademark of company in the United States.
Competition
The company’s less-lethal security products compete with manufacturers of conductive energy devices, including Axon Enterprise, Inc., which sells the TASER device; other handheld CO2- powered launchers of chemical irritant projectiles, including United Tactical Systems, LLC, which sells products under the PepperBall brand; and remote restraint devices, including Wrap Technologies, Inc.
Regulatory Matters
The company is also subject to the rules and regulations of the U.S. Bureau of Alcohol, Tobacco, and Firearms, and various state and international agencies that regulate the manufacture, export, import, distribution and sale of ammunition and explosives. In order to manufacture, sell, import and export the company’s 40mm products and certain components, the company is required to obtain and maintain several Federal Firearms License (‘FFL’) and Federal Explosive License (‘FEL’) licenses and permits.
The company is subject, both directly and indirectly, to the adverse impact of existing and potential future government regulation of its products, technology, operations and markets. For example, the development, production, (re-)exportation, importation, and transfer of its products and technology is subject to U.S. and foreign export control, sanctions, customs, import and anti-boycott laws and regulations, including the Export Administration Regulations (the ‘EAR’) (collectively, ‘Trade Control Laws’).
If one or more of the company’s products or technology, or the parts and components it buy from others, is or becomes subject to the International Traffic in Arms Regulations (the ‘ITAR’) or national security controls or other controls under the EAR, this could significantly impact its operations, for example by severely limiting its ability to sell, (re-)export, or otherwise transfer its products and technology, or to release controlled technology to foreign person employees or others in the United States or abroad.
The handling of the company’s technical data and the international sale of its products may also be regulated by the U.S. Department of State and Department of Commerce. These agencies can impose civil and criminal penalties, including preventing the company from exporting its products, for failure to comply with applicable laws and regulations.
History
The company was founded in 2005. It was incorporated under the laws of the state of Delaware in 2005. The company was formerly known as Security Devices International, Inc. and changed its name to Byrna Technologies Inc. in 2020.
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