where is this puppy heading?

The rapid rise of this stock since late Aug has seen it recover to its Apr 2014 SP. Still a long way to go to reverse its freefall from $17 in Jan 2014. Will it do so? Its PE of 18.6, P/B of 2.4 and DY of 2.9% are all at odds with most of its peers, on the expensive side.

So whats driving it? Obviously expectations of improved profitability. Store closures in slow areas, store roll outs in new areas, completion of store refurbishment, the (essentially) inconsequence of FOREX movement, and perhaps even the driving force of their advertising campaign.

I think the SP still has some puff behind it, though it is approaching "fully valued" levels. Increases in bank mortgage rates may see more customers driving revenues. Time will tell as we turn into the Christmas buying spree.

Your view?