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Saturday, January 14, 2017 3:52:23 PM
Would you have said the same thing of Bai, which just sold for $1.7B? They had $125M in TTM revenues and lost $10M over the same TTM. They were bought because they had proven they could scale, and quickly. Profit was a secondary concern because the buyer (DPS) has economies of scale that Bai couldn't achieve organically, at least in the short-term, so the expense structure (i.e., profit) is a secondary consideration.
BAI isn't a one-off consideration either. Lots of accumulation is occurring in this sector. Tectonic shifts are occuring and will continue.
You bet differently when you have a lot of chips or hardly any chips.
CELH has proven they can turn a profit, doing so 2 quarters in a row before Uncle Rush and his money came to town. With their strong gross margins, it's easy to see why. With scale, the math is clear that the profits will come in 2017.
Now, they have a lot of chips on the table and are playing this hand to see how far they can go. I, for one, applaud the play.
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