Zulily Rallies After Goldman Ups Rating to Buy

NEW YORK (TheStreet) -- Shares of Internet-based retailer Zulily (ZU), which focuses on children's apparel, are climbing after Goldman Sachs upgraded the stock in a note to investors earlier today. 

WHAT'S NEW: zulily is poised to generate $1B of sales this year, its fifth year in business, making it only the third retailer to reach the sales milestone that quickly, after Gap's (GPS) Old Navy and Amazon.com (AMZN), Goldman Sachs analyst Taposh Bari wrote in a note to investors. zulily is likely to grow faster than the overall industry, as its multiple initiatives should enable it to attract more customers than expected into 2015, the analyst wrote. Additionally, the stock has reached an attractive entry point following its recent pullback, Bari stated. Furthermore, the company will start offering other types of products such as women's apparel and toys, the analyst believes. He upgraded the stock to Buy from Neutral and raised his price target on the shares to $50 from $47.

WHAT'S NOTABLE: Although zulily has "agile merchandising" and a strong presence on the mobile Internet, the company also has relatively limited products and "lagging" delivery times, Bari reported. As a result, the threat posed by zulily to traditional children's retailers is somewhat limited, according to the analyst. The retailers best suited to fend off the threat posed by zulily are those with valuable brands, a strong online presence, and "appropriate" retail distribution systems, Bari believes. Carter's (CRI) meets all of these criteria and is a "winner," partly because of its national wholesale operation and thriving online business, according to Bari. Conversely, Children's Place (PLCE) is in a more vulnerable position, since it has similar products to those offered by zulily, along with deteriorating profit margin trends and expensive stores in malls, Bari stated. He kept a Buy rating on Carter's and a Sell rating on Children's Place.

PRICE ACTION: In mid-afternoon trading, zulily jumped 10% to $40.26, while Carter's was fractionally higher at $69.64 and Children's Place fell 1.3% to $49.99.

Reporting by Larry Ramer.

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