The stock has broken above its 50‑day SMA, forming higher lows with accelerating volume ahead of earnings. Fundamentals show improved margins and a pivot toward in‑store partnerships that underpin upside.

Retail‑meme momentum is reigniting, prompting short‑covering and a pre‑earnings rally. Short‑interest has fallen to a six‑month low, shifting overall market sentiment positive.

Execution risk on the new partnership strategy and a potential earnings miss keep downside exposure alive. If milestones are met, the omnichannel shift could deliver sustainable long‑term growth.

MACD has turned positive, RSI is at 62 and ADX above 25, all signaling a strengthening trend. Price holds above the $18.5 resistance with expanding Bollinger Bands, supporting a bullish bias.