Head to Head Contrast: J.Jill (NYSE:JILL) and High Tide (NASDAQ:HITI)

High Tide (NASDAQ:HITI) and J.Jill (NYSE:JILL) are both small-cap consumer discretionary companies, but which is the better stock? We will contrast the two companies based on the strength of their valuation, risk, dividends, analyst recommendations, earnings, institutional ownership and profitability.

Profitability

This table compares High Tide and J.Jill’s net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
High Tide	-6.62%	3.59%	1.24%
J.Jill	3.56%	24.44%	6.81%

Risk and Volatility

High Tide has a beta of 0.62, indicating that its share price is 38% less volatile than the S&P 500. Comparatively, J.Jill has a beta of 0.87, indicating that its share price is 13% less volatile than the S&P 500.

Valuation and Earnings

This table compares High Tide and J.Jill”s gross revenue, earnings per share (EPS) and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
High Tide	$425.10 million	0.53	-$36.23 million	($0.31)	-8.29
J.Jill	$596.55 million	0.50	$27.89 million	$1.37	14.60

J.Jill has higher revenue and earnings than High Tide. High Tide is trading at a lower price-to-earnings ratio than J.Jill, indicating that it is currently the more affordable of the two stocks.

Insider and Institutional Ownership

4.5% of High Tide shares are owned by institutional investors. Comparatively, 40.7% of J.Jill shares are owned by institutional investors. 12.4% of High Tide shares are owned by company insiders. Comparatively, 4.4% of J.Jill shares are owned by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company is poised for long-term growth.

Analyst Ratings

This is a summary of recent ratings for High Tide and J.Jill, as provided by MarketBeat.com.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
High Tide	1	0	3	1	2.80
J.Jill	0	5	2	0	2.29

High Tide presently has a consensus price target of $5.62, indicating a potential upside of 118.87%. J.Jill has a consensus price target of $17.50, indicating a potential downside of 12.50%. Given High Tide’s stronger consensus rating and higher possible upside, analysts clearly believe High Tide is more favorable than J.Jill.

Summary

J.Jill beats High Tide on 9 of the 15 factors compared between the two stocks.

About High Tide

High Tide Inc. engages in the cannabis retail business in Canada, the United States, and internationally. The company operates through Retail and Wholesale segments. It operates licensed retail cannabis stores; and provides data analytics services. In addition, the company manufactures and distributes consumption accessories. Further, it sells its products through online sales via e-commerce platform. The company offers its products under the Daily High Club, DankStop, FABCBD, GC, Nuleaf, Smoke Cartel, and Blessed CBD brands. The company was formerly known as High Tide Ventures Inc. and changed its name to High Tide Inc. in October 2018. High Tide Inc. was founded in 2009 and is headquartered in Calgary, Canada.

About J.Jill

J.Jill, Inc. operates as an omnichannel retailer for women's apparel under the J.Jill brand in the United States. It offers apparel, footwear, and accessories, including scarves and jewelry. The company markets its products through retail stores, website, and catalogs. J.Jill, Inc. was founded in 1959 and is headquartered in Quincy, Massachusetts.