Premier Investments shares surge 10% on broker upgrade. Has this ASX retailer finally turned the corner?

Shares in Premier Investments Ltd (ASX: PMV) are flashing a potential turning point after staging a sharp rebound from multi-year lows.

The Premier Investments share price is up 10.82% today to $14.14, following a broker upgrade that appears to have reignited investor interest. The rally comes after the stock recently hit a 5-year low of $12.76, capping off a painful 12 months for shareholders.

Despite today’s jump, Premier shares remain down roughly 30% over the past year.

While it may be a little too early to celebrate, the rebound suggests the worst of the sell-off may now be behind the company.

Let’s take a closer look at what is driving the move.

A broker upgrade sparks renewed interest

The catalyst for today’s rally appears to be a fresh broker note from Macquarie.

The broker upgraded Premier Investments to an outperform rating and set a $16.20 price target. Even after today’s surge, that still implies potential upside of around 15%.

Macquarie pointed to valuation support following the share price collapse, arguing the market may have become overly pessimistic about near-term retail conditions. The broker also highlighted the group’s balance sheet strength and exposure to higher margin brands as reasons sentiment could improve from here.

Breaking the downtrend

Premier shares have been locked in a clear downtrend for much of the past year, consistently making lower highs and lower lows. That pattern was only broken this week after the stock rebounded strongly off the $12.76 low.

The move back above short-term moving averages suggests selling pressure is easing. While this does not confirm a sustained uptrend, it does signal that bearish momentum has weakened.

Volume has also lifted on the rally, adding weight to the idea that new buyers are stepping in rather than just short covering.

A quality retailer facing tough conditions

Premier Investments owns well-known retail brands including Smiggle, Peter Alexander, and Just Jeans. These businesses have delivered strong returns over the long term, particularly during periods of robust consumer spending.

However, the past year has been difficult. Higher interest rates, cost-of-living pressures, and weaker discretionary demand have weighed heavily on apparel retailers. Premier has not been immune, with margins and sales growth coming under pressure.

While the share price collapse reflects those challenges, the rebound suggests investors may now be looking beyond the short-term headwinds.

What to watch next

For Premier Investments, the key question is whether operational performance can stabilise.

Upcoming trading updates, cost control progress, and any signs of demand improvement will be crucial. If earnings expectations stop falling, today’s technical break could mark the start of a broader re-rating.

For now, uncertainty remains. But after hitting a 5-year low, investors are starting to ask whether much of the bad news is already priced in.

The post Premier Investments shares surge 10% on broker upgrade. Has this ASX retailer finally turned the corner? appeared first on The Motley Fool Australia.

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Motley Fool contributor Aaron Teboneras has no position in any of the stocks mentioned. The Motley Fool Australia’s parent company Motley Fool Holdings Inc. has positions in and has recommended Macquarie Group. The Motley Fool Australia has positions in and has recommended Macquarie Group. The Motley Fool Australia has recommended Premier Investments. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.