BofA elevated Five Below Inc (NASDAQ:FIVE) to Buy from Underperform, saying early actions by a refreshed management team are improving operational execution without creating incremental cost strain and could set the stage for a recovery in both earnings and valuation. Shares of Five Below were trading about 4% higher in premarket activity following the broker's move. The price target was increased to $233 from $158.
The bank highlighted that chief executive Winnie Park, who joined the company in December 2024, has been followed by the appointment of a new chief financial officer and a new chief merchant. BofA said this leadership turnover has accompanied a reorientation of the business back toward children and millennial parents, reversing a prior emphasis on older teen shoppers.
According to the broker, the company is shifting to a more merchant-driven operating model and that transition is beginning to show tangible results. Specific changes cited include a renewed focus on core items in the $1 to $5 range, adoption of more rounded pricing, selective introduction of higher-priced "extreme value" items, a reduction in the number of stock keeping units, and quicker product turnover. BofA also noted operational improvements - better inventory flow, stronger in-stock levels, cleaner stores and improved staff retention - that are supporting execution.
New marketing leadership is expected to aid traffic generation, while a greater proportion of products priced above $5 could raise average unit revenue and support same-store sales growth over time, the broker said. BofA projects upside beginning in 2026 as pricing and mix advantages accumulate and temporary cost pressures fade.
On costs, the broker flagged roughly 100 basis points of margin headwinds tied to tariffs and incentive spending expected in 2025 that it does not view as recurring. Management's decision to moderate the pace of store openings - cutting growth to about 9% annually from roughly 15% - is seen as a move that should improve site selection and execution, supporting steadier profit expansion and a path back toward historical margin levels.
BofA noted that a recovery to pre-Covid operating margins by 2027 would imply earnings substantially higher than current forecasts. At the same time, the broker cautioned about several risks. A strong holiday season has raised near-term profit expectations, but the firm warned that same-store sales growth could decelerate as the effects of pricing ease and year-over-year comparisons become more demanding. With the stock trading near its long-term average forward multiple, BofA said that further upside in the share price may rely more on upward revisions to earnings estimates than on expansion of the valuation multiple alone.
Analyst context: The upgrade reflects BofA's assessment that early merchandising and operational adjustments are improving execution without adding persistent cost pressure, creating a pathway for margin recovery and higher earnings if the changes scale as expected.