Purple Innovation (PRPL) Competitors

Hooker Furnishings (NASDAQ:HOFT) and Purple Innovation (NASDAQ:PRPL) are both small-cap consumer discretionary companies, but which is the superior investment? We will compare the two companies based on the strength of their community ranking, valuation, institutional ownership, dividends, earnings, profitability, media sentiment, analyst recommendations and risk.

Do analysts recommend HOFT or PRPL?

Purple Innovation has a consensus price target of $2.53, suggesting a potential upside of 198.82%. Given Purple Innovation's stronger consensus rating and higher possible upside, analysts clearly believe Purple Innovation is more favorable than Hooker Furnishings.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Hooker Furnishings	0 Sell rating(s)	0 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	0.00
Purple Innovation	0 Sell rating(s)	2 Hold rating(s)	3 Buy rating(s)	0 Strong Buy rating(s)	2.60

Does the media prefer HOFT or PRPL?

In the previous week, Purple Innovation had 4 more articles in the media than Hooker Furnishings. MarketBeat recorded 7 mentions for Purple Innovation and 3 mentions for Hooker Furnishings. Hooker Furnishings' average media sentiment score of 0.86 beat Purple Innovation's score of 0.66 indicating that Hooker Furnishings is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Hooker Furnishings	0 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Purple Innovation	1 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive

Which has higher valuation and earnings, HOFT or PRPL?

Hooker Furnishings has higher earnings, but lower revenue than Purple Innovation. Purple Innovation is trading at a lower price-to-earnings ratio than Hooker Furnishings, indicating that it is currently the more affordable of the two stocks.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Hooker Furnishings	$433.23M	0.45	$9.86M	$0.13	141.55
Purple Innovation	$504.84M	0.18	-$120.76M	-$1.00	-0.85

Does the MarketBeat Community prefer HOFT or PRPL?

Purple Innovation received 86 more outperform votes than Hooker Furnishings when rated by MarketBeat users. Likewise, 67.42% of users gave Purple Innovation an outperform vote while only 57.61% of users gave Hooker Furnishings an outperform vote.

Company	Underperform	Outperform
Hooker Furnishings	Outperform Votes 212 57.61%	Underperform Votes 156 42.39%
Purple Innovation	Outperform Votes 298 67.42%	Underperform Votes 144 32.58%

Which has more volatility and risk, HOFT or PRPL?

Hooker Furnishings has a beta of 1.19, meaning that its stock price is 19% more volatile than the S&P 500. Comparatively, Purple Innovation has a beta of 2.08, meaning that its stock price is 108% more volatile than the S&P 500.

Is HOFT or PRPL more profitable?

Hooker Furnishings has a net margin of 0.40% compared to Purple Innovation's net margin of -21.34%. Hooker Furnishings' return on equity of 0.72% beat Purple Innovation's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Hooker Furnishings	0.40%	0.72%	0.47%
Purple Innovation	-21.34%	-84.67%	-16.17%

Do insiders & institutionals believe in HOFT or PRPL?

73.6% of Hooker Furnishings shares are held by institutional investors. Comparatively, 88.4% of Purple Innovation shares are held by institutional investors. 1.7% of Hooker Furnishings shares are held by company insiders. Comparatively, 53.7% of Purple Innovation shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock will outperform the market over the long term.

Summary

Purple Innovation beats Hooker Furnishings on 10 of the 18 factors compared between the two stocks.