FRPT heads into the back half of June with a striking divergence: short interest near a month-long high, while options positioning has turned the most bullish it has been all year.
The options signal is the most arresting data point this week. The put/call ratio has collapsed to 0.57 — more than 2.5 standard deviations below its 20-day average of 0.92. That reading is close to the 52-week low of 0.49, a level only briefly touched in mid-May. The sharp drop over the past two sessions suggests fresh call buying, or aggressive put liquidation, rather than incremental drift. Whatever the mechanism, options traders are positioned for upside in a way that is historically unusual for this name.
Short interest tells a more cautious story. Bears hold 19.2% of the free float — a meaningful position — and that figure has risen roughly 26% over the past month, climbing from around 7.5 million shares shorted in late May to 9.4 million now. The jump was abrupt: SI leapt from the 7.5 million range to above 10 million in the first week of June, before easing slightly. Despite that elevated level, the borrow market is not under stress. Cost to borrow is negligible at 0.46%, and availability is wide at 382% of short interest, well above the 52-week trough of 236%. Plenty of shares remain available for new shorts to establish positions, which removes any near-term squeeze dynamic. The ORTEX short score has been grinding higher, reaching 63.6 — up from 61.4 two weeks ago — but that creep reflects the rising short interest rather than a borrow-driven catalyst.
The Street sits in a nuanced position. Most analysts remain constructive, but targets have been drifting lower since early April. Wells Fargo and BofA both trimmed targets in the $75–$80 range. JP Morgan upgraded to Overweight in early May — the most meaningful directional move in recent months — with a $68 target, though that sits comfortably above the current price of $53.37. The mean target across the Street is around $82, implying over 50% potential upside from here, though that figure may reflect stale pre-selloff targets. The bull case rests on distribution runway into rural retail and digital channels. The bear case centres on competition from The Farmer's Dog, slowing customer acquisition efficiency, and a valuation that, even after the stock's 50%-plus decline from its highs, still carries a price-to-earnings multiple above 31x and an EV/EBITDA near 12.5x. One factor score stands out as a genuine positive: FRPT ranks in the 99th percentile on EPS surprise, and momentum in forward earnings estimates has been strong over both 30 and 90 days.
Institutional flows add an interesting footnote. Capital Research added nearly 1.4 million shares in Q1, and AllianceBernstein built a position of over 1.5 million shares — both notable accumulations. Against that, CEO William Cyr sold roughly $2.5 million worth of stock in late May across several tranches near $47–$51, while an independent director bought $96,000 on the same day at similar levels. The net 90-day insider balance is positive in share terms, but that is driven by option-related grants rather than open-market conviction buys.
The next scheduled catalyst is the Q1 earnings print on August 3. The most recent prior report, in early May, produced a 7% one-day decline and a 19% five-day fall — a pattern worth keeping in mind as the options divergence plays out over the coming weeks.
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