Byrna Technologies Expands Retail Footprint with Nashville Store Opening

Byrna Technologies (BYRN), a leading innovator in less-lethal personal security solutions, has made a significant stride in its retail expansion strategy with the opening of its second company-owned store in Franklin, Tennessee. The Nashville store, located in the vibrant retail hub of Mayfield Drive, is set to drive strong demand and further the adoption of Byrna's less-lethal solutions, as the company continues to normalize these products as a mainstream personal safety choice.

The new store, which follows the success of Byrna's Las Vegas location, features an in-store shooting range where customers can experience the company's less-lethal launchers firsthand. This hands-on experience is a critical factor in driving high conversion rates, with the Las Vegas store boasting an impressive 80% conversion rate compared to approximately 1% online. Byrna expects the Nashville store to deliver similarly high conversion rates, fostering deeper customer trust and reinforcing the company's reputation as a leader in the less-lethal market.

The Nashville store builds on the success of Byrna's Las Vegas location, which validated the potential of company-owned retail with an annual run rate exceeding $1 million and gross profit margins over 60%. These metrics suggest that the Nashville store, positioned in a retail hub with strong personal defense market demographics, is well-suited to drive strong demand and further the adoption of Byrna's less-lethal solutions.

Byrna's retail strategy reflects a deliberate, phased approach to scaling its store model. The Nashville store is one of four new locations planned in the first part of 2025, with additional stores in Fort Wayne, Indiana, Scottsdale, Arizona, and Salem, New Hampshire set to open in coming weeks. These initial locations will provide valuable insights to refine store operations, finalize employee training programs, and optimize marketing strategies ahead of a potential broader rollout.

The opening of the Nashville store is an important step in Byrna's strategic retail expansion, designed to strengthen customer connections, provide unique hands-on experiences, and expand overall brand awareness. As the company continues to grow its retail footprint, it is well-positioned to capitalize on the increasing demand for less-lethal personal security solutions and solidify its status as a leader in the market.