Core Insights - Byrna Technologies Inc. has opened its second company-owned retail store in Franklin, Tennessee, aiming to normalize less-lethal solutions as a mainstream personal safety choice and enhance brand recognition in key markets [1][3] Retail Expansion Strategy - The Nashville store builds on the success of the Las Vegas location, which has an annual run rate exceeding $1 million and gross profit margins over 60% [2] - The Nashville store features an in-store shooting range, allowing customers to experience Byrna's less-lethal launchers firsthand, with expected high conversion rates similar to the Las Vegas store's 80% compared to 1% online [2] - Byrna's retail strategy is a phased approach, with four new locations planned for early 2025, including Fort Wayne, Indiana, Scottsdale, Arizona, and Salem, New Hampshire, to refine operations and marketing strategies [3] Community Engagement and Education - Byrna's retail expansion aims to make less-lethal solutions more accessible and mainstream, fostering personal connections with customers through workshops and in-store events [4] - The grand opening of the Nashville store included local officials and law enforcement representatives, emphasizing Byrna's commitment to community engagement as it expands its physical presence across the U.S. [4]
Byrna Expands Retail Footprint with Nashville Store Opening