The market's had several down weeks -- and days -- in a row, but not every stock is sinking like a stone.
Shares of SodaStream (Nasdaq: SODA ) hit a fresh all-time high yesterday, more than tripling since going public at $20 just seven months ago.
A lot has happened at SodaStream in that time.
SodaStream has been an overseas hit for years -- achieving 20% market penetration in Sweden alone -- but it wasn't really a household name domestically at the time of its IPO. Its biggest nonpaid celebrity endorsement at the time was Tori Spelling singing its praises on Access Hollywood in October. These days, it's starring in a CNBC taste test with Jim Cramer and Herb Greenberg (where SodaStream was 4-for-4 against brand-name beverages).
SodaStream was hard to find at area retailers a year ago. These days it's a go-to product at Bed Bath & Beyond (Nasdaq: BBBY ) , Williams-Sonoma (NYSE: WSM ) , and other department stores and home specialty chains. Why not? Bed Bath & Beyond knows that selling a starter kit will result in repeat business as customers stock up on more soda syrup bottles and exchange their lightweight carbonators.
SodaStream may have seemed faddish, but it's following the K-Cup footsteps of Green Mountain Coffee Roasters (Nasdaq: GMCR ) in penetrating homes with its cost-effective and convenient beverage solution. SodaStream has sold 1.3 million of these starter kits over the past two quarters!
SodaStream saw its revenue and adjusted earnings soar 50% and 141%, respectively, in its latest quarter. It has trounced Wall Street profit targets in its first two quarters as a public company.
Bears assuming that SodaStream will be a passing fad probably don't have too many stamps on their passports, given years of SodaStream success across the Atlantic. Americans are heavy consumers of soft drinks, though, so the Israeli company's push into the United States late last year has really moved the carbonator needle.
SodaStream doesn't have to take down Coca-Cola (NYSE: KO ) and PepsiCo (NYSE: PEP ) to win, even though its product is healthier and obviously fresher. All SodaStream has to do is expand the market at the consumer level, just as Green Mountain's success didn't get in the way of Starbucks' (Nasdaq: SBUX ) success pouring out premium java.
There's a future of fizz to be had for SodaStream, especially if it's able to continue to post strong growth to prove that it wasn't just some 2010 holiday novelty purchase.
Is SodaStream a fad or is it a real lifestyle changer? Share your thoughts in the comment box below.
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