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FireFly Robotics filed a registration statement with the U.S. Securities and Exchange Commission on Wednesday, October 7, seeking to list its common stock on Nasdaq through a direct listing under the proposed ticker FFLY. The Salt Lake City-based maker of autonomous turf-care equipment said the listing depends on the SEC completing its review, the registration statement becoming effective and Nasdaq approving the application.
The company said it is not selling shares in the transaction and will not receive proceeds. Reuters reported that registered stockholders plan to offer up to 27.1 million shares, allowing existing owners to sell into the public market if the listing proceeds. The filing marks a change of course after FireFly withdrew an earlier plan for a conventional initial public offering.
Existing shareholders, not the company, would sell
A direct listing differs from an IPO in that the company does not issue new shares to raise capital as part of the listing. Instead, existing shareholders may sell registered shares once the stock is eligible to trade, while the market determines a trading price. FireFly’s announcement said no sale may occur before the registration statement becomes effective.
The proposed 27.1 million-share resale is substantially larger than the offering contemplated in the company’s previous IPO filing. In October 2025, FireFly sought to raise as much as $29.3 million by selling 4.5 million shares at a proposed price range of $4.50 to $6.50 each. The company withdrew that IPO filing in March 2026, according to Reuters.
Financial adviser Chardan is working with FireFly on the proposed direct listing, the company said. It did not announce a trading date or a price range. Those details remain contingent on regulatory review and the exchange’s decision.
Robotic mowers and turf-care equipment
FireFly designs and manufactures electric equipment for golf courses, sports fields, municipalities and other turf-management applications. Its products include autonomous mowing platforms and electric turfgrass harvesters. The company says its systems use artificial intelligence and machine learning to support autonomous or semi-autonomous operation.
Reuters reported that more than 900 of the company’s autonomous mowing platforms, robotic harvesters and automated mowers were in service worldwide as of June 30, based on the registration filing. FireFly was previously known as FireFly Automatix and changed its name in June 2026. The company’s own announcement described the rebrand as better reflecting its focus on robotic systems.
The equipment serves specialist commercial settings rather than the broad consumer lawn-care market. FireFly’s products are aimed at maintaining large areas of turf, including golf courses and sports grounds, as well as harvesting turfgrass. The company’s filing and announcement provide the basis for those descriptions; the proposed listing does not itself establish future demand or commercial performance.
Revenue rose as reported loss widened
FireFly reported revenue of $30.5 million for the six months ended June 30, compared with $22.9 million in the same period a year earlier, Reuters reported from the filing. Its net loss widened to $9.1 million from $6.1 million over that comparison. The figures show higher reported sales alongside a larger net loss in the first half of 2026.
The proposed transaction would not provide FireFly with new proceeds, according to the company. Any capital raised by shareholders selling stock would go to those sellers, not the issuer. Investors will have to review the registration statement for further information on the company’s business, risks, finances and the shares eligible for resale.
Regulatory review and exchange approval remain outstanding
FireFly said the direct listing is expected only after SEC review, effectiveness of the registration statement and Nasdaq approval, and remains subject to market and other conditions. As of Wednesday’s announcement, the company had not specified when those steps might be completed or when FFLY could begin trading.
The SEC filing is therefore a proposed route to public trading, not confirmation that the listing has been approved or scheduled. The next material milestones are the SEC’s review and any amendments to the registration statement, followed by a determination on effectiveness and Nasdaq’s listing decision. Until then, the number of shares that ultimately trade and the opening market price are undetermined.
