Honest (NASDAQ:HNST – Get Free Report) and Maison Solutions (NASDAQ:MSS – Get Free Report) are both small-cap consumer discretionary companies, but which is the better stock? We will compare the two businesses based on the strength of their profitability, dividends, risk, institutional ownership, valuation, earnings and analyst recommendations.
Valuation & Earnings
This table compares Honest and Maison Solutions”s top-line revenue, earnings per share (EPS) and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Honest | $378.34 million | 0.79 | -$6.12 million | $0.06 | 44.67 |
| Maison Solutions | $124.22 million | 0.05 | $1.17 million | ($0.26) | -1.23 |
Analyst Ratings
This is a breakdown of current recommendations for Honest and Maison Solutions, as reported by MarketBeat.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Honest | 1 | 4 | 1 | 0 | 2.00 |
| Maison Solutions | 1 | 1 | 1 | 0 | 2.00 |
Honest currently has a consensus target price of $3.00, indicating a potential upside of 11.94%. Maison Solutions has a consensus target price of $4.25, indicating a potential upside of 1,234.38%. Given Maison Solutions’ higher probable upside, analysts plainly believe Maison Solutions is more favorable than Honest.
Volatility and Risk
Honest has a beta of 2.3, meaning that its stock price is 130% more volatile than the S&P 500. Comparatively, Maison Solutions has a beta of 5.27, meaning that its stock price is 427% more volatile than the S&P 500.
Profitability
This table compares Honest and Maison Solutions’ net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Honest | 1.85% | 3.86% | 2.82% |
| Maison Solutions | -4.89% | -46.54% | -6.80% |
Institutional & Insider Ownership
45.5% of Honest shares are held by institutional investors. Comparatively, 2.4% of Maison Solutions shares are held by institutional investors. 8.9% of Honest shares are held by insiders. Comparatively, 64.7% of Maison Solutions shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company is poised for long-term growth.
Summary
Honest beats Maison Solutions on 8 of the 12 factors compared between the two stocks.
About Honest
The Honest Company, Inc. manufactures and sells diapers and wipes, skin and personal care, and household and wellness products. The company also offers baby clothing and nursery bedding products. It sells its products through digital and retail sales channels, such as its website and third-party ecommerce sites, as well as brick and mortar retailers. The company was incorporated in 2012 and is headquartered in Los Angeles, California.
About Maison Solutions
Maison Solutions Inc., together with its subsidiaries, operates as the specialty grocery retailer in California. The company offers perishable products, such as meat, seafood, vegetables, and fruit; non-perishable products, including grocery products comprising cooking utensils, canned foods, Chinese and Asian seasonings and spices, and snacks, as well as liquor, cigarette, lottery, newspaper, reusable bag, non-food, and health products, and general merchandise, beauty care, pharmacy, fuel, and other items and services in its stores. It also offers its products online. The company was formerly known as Maison International, Inc. and changed its name to Maison Solutions Inc. in September 2021. Maison Solutions Inc. was incorporated in 2019 and is based in Monterey Park, California.
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