DA Davidson reiterates $60 target on Wayfair citing Amazon 'encroachment'
In a research earlier today titled "Encroachment Is a 5-Yard Penalty," DA Davidson analyst Tom Forte reiterated an Underperform rating on Wayfair with a $60 12-18 month price target. The stock in morning trading is up 1% to $120.89. Amazon.com (AMZN) announced yesterday that it was launching two private-label furniture brands in the U.K., Forte wrote to investors. The analyst sees the news as "yet another indication" of Amazon's intent to expand its efforts in the home category, including furniture. Yesterday's announcement follows Amazon's decision last December to lower third-party selling fees for the furniture category, the analyst points out. Forte views Amazon's efforts to ramp its sales in the home category as an increasing threat for Wayfair. Further, the analyst is monitoring the potential sale of Overstock's (OSTK) legacy home e-commerce business, as he thinks a sale to a large bricks and mortar retailer could also result in additional competition for Wayfair. W AMZN OSTK