Byrna Technologies Inc. (BYRN), a personal defense technology company, saw its stock soar 14.91% in the pre-market session on Friday. This significant surge can be attributed to the company's strong fiscal fourth quarter and full-year 2024 results, reflecting robust growth and increased brand recognition.

For the fiscal fourth quarter of 2024, Byrna reported record revenue of $28.0 million, a remarkable 79% year-over-year increase. This outstanding performance was driven by the company's effective advertising strategy, focusing on celebrity endorsements and the normalization of less-lethal solutions. Additionally, Byrna's gross profit margin improved to 63%, benefiting from higher direct-to-consumer sales, reduced component costs, and economies of scale from increased production volumes.

Byrna's full-year 2024 results were equally impressive, with revenues reaching $85.8 million, more than doubling from the previous year. The company achieved a net income of $12.8 million, a substantial improvement of $21.0 million compared to the prior year's net loss. The strong financial performance was supported by expanded marketing efforts, personnel growth in marketing and engineering, and the continued success of the celebrity influencer program, which maintained a highly accretive return on ad spend above 5.0X.