Byrna CEO outlines growth strategy focusing on retail expansion, brand repositioning, and operational efficiency.

Byrna Technologies CEO Conn Davis detailed his first 100 days in office, emphasizing the company's plans to expand retail presence from 900 to 2,000 locations by year-end and improve customer conversion through better education and product experience. The company is shifting its marketing from weapon-focused to safety and use-case messaging to reach a broader audience beyond early adopters. Operational priorities include tighter inventory management, improved manufacturing efficiency, and stronger cash discipline to support scalable growth. Byrna aims to enhance brand awareness and customer engagement through new media partnerships and refined marketing strategies, targeting a gross margin of about 62% and better inventory turnover by the end of fiscal 2026.