dELiA*s (OTCMKTS:DLIAQ) and Baozun (NASDAQ:BZUN) are both retail/wholesale companies, but which is the superior business? We will compare the two businesses based on the strength of their valuation, institutional ownership, dividends, risk, earnings, analyst recommendations and profitability.

Insider and Institutional Ownership

55.3% of Baozun shares are held by institutional investors. 28.8% of dELiA*s shares are held by company insiders. Comparatively, 59.2% of Baozun shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company will outperform the market over the long term.


This table compares dELiA*s and Baozun’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
dELiA*s N/A N/A N/A
Baozun 4.80% 12.09% 7.32%

Earnings & Valuation

This table compares dELiA*s and Baozun’s revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
dELiA*s N/A N/A N/A N/A N/A
Baozun $637.66 million 3.01 $32.10 million $0.55 62.99

Baozun has higher revenue and earnings than dELiA*s.

Analyst Ratings

This is a summary of recent ratings for dELiA*s and Baozun, as reported by

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
dELiA*s 0 0 0 0 N/A
Baozun 0 0 1 0 3.00

Baozun has a consensus target price of $44.00, indicating a potential upside of 27.00%. Given Baozun’s higher probable upside, analysts clearly believe Baozun is more favorable than dELiA*s.

Risk and Volatility

dELiA*s has a beta of 4.05, meaning that its stock price is 305% more volatile than the S&P 500. Comparatively, Baozun has a beta of 3.56, meaning that its stock price is 256% more volatile than the S&P 500.


Baozun beats dELiA*s on 8 of the 9 factors compared between the two stocks.

About dELiA*s

dELiA*s, Inc. operates as a multi-channel retail company, primarily marketing to teenage girls in the United States. The company sells various product categories to consumers through its Website, direct mail catalogs, and retail stores. It develops, markets, and sells a collection of apparel, dresses, swimwear, footwear, outerwear, and accessories primarily for teenage girls under the dELiA*s name. As of May 3, 2014, the company operated 99 stores. It also develops, markets, and sells third-party brands. The company was founded in 1997 and is based in Costa Mesa, California.

About Baozun

Baozun Inc. provides e-commerce solutions for brand partners in the People's Republic of China. It offers end-to-end e-commerce solutions, including IT infrastructure setup and integration, online store design and setup, store operations, visual merchandizing and marketing campaigns, customer services, warehousing, and order fulfillment. The company also operates Maikefeng mobile application that offers various branded products. It serves brand partners in the apparel, appliances, electronics, home and furnishings, food and health products, cosmetics, fast moving consumer goods, insurance, automobile, and mother and baby categories. The company was formerly known as Baozun Cayman Inc. and changed its name to Baozun Inc. in March 2015. Baozun Inc. was founded in 2007 and is headquartered in Shanghai, the People's Republic of China.

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