Expanded product lineup Byrna is actively expanding through acquisition of HERO Defense Systems to offer smaller, lower-priced, less-lethal options, presenting cross-sell and bundle opportunities for existing customers and new channels.

Omni-channel growth The company has invested in influencer and affiliate marketing and appointing a Senior VP of Retail & Channel Growth to strengthen omnichannel distribution, enabling SDRs to target retailers, e-commerce platforms, and regional partners.

US manufacturing shift Byrna relocated manufacturing to the United States in 2021 to improve supply chain resilience, a selling point for customers prioritizing domestic production and for partners seeking nearshoring advantages.

Strategic partnerships Media partnerships with Fox Sports and iHeartMedia, plus a new influencer program, create collaboration opportunities with media-buying agencies and content creators to amplify safety-focused campaigns and product adoption.

Leadership and strategy Recent leadership moves including a Chief Strategy Officer appointment and a VP of Corporate Development signal a focus on strategic growth, M&A, and new market entry—useful angles for buyers evaluating scale, product roadmaps, and long-term partnerships.