Jeremy Hamblin's questions to Byrna Technologies (BYRN) leadership • Q3 2025
Question
Jeremy Hamblin inquired about the success of Byrna's new advertising campaign, the momentum in web traffic, expectations for conversion rates, and whether the campaign is reaching new customer demographics. He also asked about the anticipated channel mix for Q4 and the sustainability of expense leverage observed in Q3.
Answer
CEO Bryan Ganz noted that while web sessions continue to climb, dampening conversion rates, he expects significant improvement, though not necessarily back to the 1.5% seen last year. CFO Lauri Kearnes stated that Q4 channel mix would still see strong dealer and chain store sales, but direct-to-consumer channels are expected to be a higher percentage than in Q3. Kearnes also indicated that Q4 expense leverage would be close to Q3, with some additional marketing, and continued leverage is expected in FY2026.