If you're serious about investing in COLM, wait until it cracks 30, which it will. It might just go back to book again for the 3rd time in 6 months say around 27. It is definitely not a buy here. Short interest didn't drop when the stock was 25 so let that be your guide. I trade this stock because a couple of hundred shares can move it. What ever you do, don't buy any real size, you won't have the ability to dump it if you want to. Market is just too thin.
I like COLM. It is a well managed family owned (mostly) company. But it is not a bargain at the current price. Their business is very competitive and they, like the rest of their competitors, do not have a particularily strong brand. ie: customers are not very loyal to any single brand. People are loyal to their cigarette or soda brand - but not many to their shoe or rain jacket brand. Nevertheless I will buy at $30 but no higher.
Plenty of footwear companies, even profitable ones, are trading below book. SKX, CROX both 50% of net tangible assets. So, I don't see Columbia as a Buy yet, it's trading above well above tangible book. Good, stable brand, but pps high relative to the sector - for me... GLTA