What Happened?
Shares of non-lethal weapons company Byrna (NASDAQ: BYRN) jumped 6.6% in the afternoon session after the company announced strong sales results from Amazon's Prime Day and the July 4th holiday, along with a significant expansion of its retail footprint.
The maker of non-lethal personal security devices reported that its Amazon Prime Day sales jumped 28% year-over-year, while sales on its own website for the July 4th period climbed 18%. These results built on the company's record revenue for the second quarter. Byrna also highlighted its ongoing expansion into brick-and-mortar stores, noting its products were in 289 chain store locations at the end of 2024, a 74% increase from the prior year. The company stated it expected to be in over 500 retail locations by the end of August 2025 and more than 800 by the end of its fiscal year, underscoring strong momentum in its omnichannel growth strategy.
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What Is The Market Telling Us
Byrna’s shares are extremely volatile and have had 74 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful but not something that would fundamentally change its perception of the business.
The previous big move we wrote about was 13 days ago when the stock dropped 22.3% on the news that the company reported its fiscal second-quarter 2025 financial results.
Although Byrna announced a record-breaking quarter with a 41% year-over-year revenue increase to $28.5 million, the stock's pre-market dip suggests a "sell the news" reaction from investors. The strong sales were driven by the launch of the new Byrna Compact Launcher (CL) and a 106% surge in dealer sales, bolstered by an expanding partnership with Sportsman's Warehouse. The company's adjusted earnings per share of $0.10 beat analyst expectations of $0.08. However, the positive results may have already been priced into the stock, which has seen a significant run-up of over 80% in the past three months.
Byrna is down 19.1% since the beginning of the year, and at $22.92 per share, it is trading 33% below its 52-week high of $34.19 from February 2025. Investors who bought $1,000 worth of Byrna’s shares 5 years ago would now be looking at an investment worth $1,661.
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