JJill

JILL · NYSE

$23.78−$0.43 (−1.78%)TodayMarket closed · Oct 20, 7:30 PM ET

Prev close $24.21

JILL analyst rating

BuyConsensus of 4 analysts over the last 12 months. 50% rate it a buy.

Strong buy0
Buy2
Hold2
Underperform0
Sell0

12-month price target · 6 analysts

Average $24.23 (+1.9% upside)

Low: $22.22
Now: $23.78
High: $26.25

Upgrades and downgrades

The latest rating actions, newest first

JILL analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
TD Cowen	Oct 5, 2026	Maintains	Hold	$22.00 → $25.00	61%
Telsey Advisory Group	Sep 10, 2026	Maintains	Market Perform	$18.00 → $23.00	47%
TD Cowen	Sep 10, 2026	Maintains	Hold	$18.00 → $22.00	61%
Jefferies	Sep 9, 2026	Maintains	Buy	$16.00 → $25.00	59%
BTIG	Sep 9, 2026	Maintains	Buy	$18.00 → $25.00	51%
Telsey Advisory Group	Sep 3, 2026	Maintains	Market Perform	$14.00 → $18.00	47%
TD Cowen	Aug 18, 2026	Maintains	Hold	$14.00 → $18.00	61%
Telsey Advisory Group	Jun 11, 2026	Maintains	Market Perform	$13.00 → $14.00	47%
TD Cowen	Jun 11, 2026	Maintains	Hold	$13.00 → $14.00	61%
BTIG	Jun 10, 2026	Maintains	Buy	$18.00	51%

The case for and against

Updated Oct 15, 2026

Bull case

J.Jill is supported by an improving turnaround that is becoming visible in its core metrics, including a return to positive comps in 2Q26 at +0.5%, better-than-expected net sales of $154.8mm, and FY26 guidance for revenue flat to up 2% with adjusted EBITDA of $75-$80mm. The company’s outlook is strengthened by healthier customer-file growth, stronger new-customer acquisition from younger and higher-spending shoppers, and better product acceptance as merchandising gaps in color, print, accessories, denim, and outerwear are corrected. Its balanced 53% Retail and 47% Direct mix, roughly 256 stores with room to expand, strong retention near 59%, and healthy cash generation provide a solid base for measured growth, margin expansion, and continued investment.

Bear case

J.Jill is facing a negative setup because macro uncertainty, weaker consumer sentiment, and intensifying competition are likely to drive higher promotions, pressuring both sales and margins. The outlook also reflects operational and execution risks, including persistently negative apparel traffic trends, inventory buildup from top-line misses, debt-related risk, and potential cost pressure from raw materials, rent, freight, labor, and tariffs. Although '26 revenue is guided to flat to +2% and EBITDA to $75-$80M, that improvement is offset by strategic reinvestment, SG&A deleverage of ~230 bps, and margin contraction of 150+ bps in '26, signaling limited earnings quality and downside vulnerability.

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