The insiders (Milmoe and DeSantis) purchased on January 13, same day as the Form D was filed. Now we don't know if they've raised $4.8M (amount reported raised in Form D) or if they've raised $5.4M. We also don't know the share count either.
When the 7/11 took place, the SG&A jumped about $1.5M. The China launch will have significant one-time costs but not >$5M worth.
I wonder if they are finally getting ready to launch a new product line? That's a minimum of $1M. With relationships established, it should be easy to plug into the existing distribution network for Celsius. That revenue would justify the dilution occuring.
The EVP is Vanessa Walker. She was the one that made Seltzer cool again with La Croix / FIZZ. At my 7-11, La Croix and Celsius are always next to each other on the shelf. Perhaps Celsius has perfected a negative calorie Seltzer that doesn't taste like crap?
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