NEW YORK ( TheStreet) -- Columbia Sportswear Company (Nasdaq: COLM) is trading at unusually high volume Friday with 793,817 shares changing hands. It is currently at four times its average daily volume and trading up $2.10 (+4.4%) at $50 as of 3:50 p.m. ET. Columbia has a market cap of $1.61 billion and is part of the consumer goods sector and consumer non-durables industry. Shares are up 1% year to date as of the close of trading on Thursday. Columbia Sportswear Company, together with its subsidiaries, engages in the design, development, sourcing, marketing, and distribution of outdoor apparel, footwear, accessories, and equipment in the United States, Latin America, the Asia Pacific, Europe, the Middle East, Africa, and Canada. The company has a P/E ratio of 17.3, below the average consumer non-durables industry P/E ratio of 17.6 and below the S&P 500 P/E ratio of 17.7. TheStreet Ratings rates Columbia as a buy. The company's strengths can be seen in multiple areas, such as its revenue growth, largely solid financial position with reasonable debt levels by most measures, impressive record of earnings per share growth, compelling growth in net income and attractive valuation levels. We feel these strengths outweigh the fact that the company has had lackluster performance in the stock itself. You can view the full Columbia Ratings Report. See all heavy volume stocks in our stocks moving on unusual volume list or get investment ideas from our investment research center. Interested in other stocks that are rising on unusually high volume? Get free SMS text alerts sent to you when the action happens by texting HVUP to 95370 or select from multiple alert options.