Clorox (NYSE:CLX) & Reborn Coffee (NASDAQ:REBN) Critical Comparison

Reborn Coffee (NASDAQ:REBN) and Clorox (NYSE:CLX) are both consumer staples companies, but which is the better business? We will compare the two companies based on the strength of their analyst recommendations, institutional ownership, risk, profitability, valuation, dividends and earnings.

Volatility and Risk

Reborn Coffee has a beta of 1.87, indicating that its stock price is 87% more volatile than the S&P 500. Comparatively, Clorox has a beta of 0.56, indicating that its stock price is 44% less volatile than the S&P 500.

Institutional & Insider Ownership

1.8% of Reborn Coffee shares are owned by institutional investors. Comparatively, 78.5% of Clorox shares are owned by institutional investors. 35.6% of Reborn Coffee shares are owned by company insiders. Comparatively, 0.6% of Clorox shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock will outperform the market over the long term.

Analyst Recommendations

This is a summary of current ratings and recommmendations for Reborn Coffee and Clorox, as provided by MarketBeat.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Reborn Coffee	1	0	0	0	1.00
Clorox	5	11	1	0	1.76

Clorox has a consensus target price of $103.40, suggesting a potential upside of 6.04%. Given Clorox’s stronger consensus rating and higher possible upside, analysts plainly believe Clorox is more favorable than Reborn Coffee.

Earnings and Valuation

This table compares Reborn Coffee and Clorox”s gross revenue, earnings per share and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Reborn Coffee	$8.10 million	1.51	-$9.14 million	($1.86)	-0.80
Clorox	$7.10 billion	1.66	$810.00 million	$6.16	15.83

Clorox has higher revenue and earnings than Reborn Coffee. Reborn Coffee is trading at a lower price-to-earnings ratio than Clorox, indicating that it is currently the more affordable of the two stocks.

Profitability

This table compares Reborn Coffee and Clorox’s net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
Reborn Coffee	-75.59%	-1,131.84%	-78.39%
Clorox	11.18%	443.64%	14.32%

Summary

Clorox beats Reborn Coffee on 12 of the 14 factors compared between the two stocks.

About Reborn Coffee

Reborn Coffee, Inc., through its subsidiaries, operates and franchises retail locations, kiosks, and cafes that focus on serving specialty-roasted coffee in California. It purchases, roasts, and sells coffee, tea and other beverages, and various food items. It offers products in various form factors, such as whole bean roasted coffee bags, single-serve drip bags, and pour over packs. The company also offers its products online. Reborn Coffee, Inc. was founded in 2014 and is headquartered in Brea, California.

About Clorox

The Clorox Company manufactures and markets consumer and professional products worldwide. It operates through four segments: Health and Wellness, Household, Lifestyle, and International. The Health and Wellness segment offers cleaning products, such as laundry additives and home care products primarily under the Clorox, Clorox2, Scentiva, Pine-Sol, Liquid-Plumr, Tilex, and Formula 409 brands; professional cleaning and disinfecting products under the CloroxPro and Clorox Healthcare brands; professional food service products under the Hidden Valley brand; and vitamins, minerals and supplement products under the RenewLife, Natural Vitality, NeoCell, and Rainbow Light brands in the United States. The Household segment provides cat litter products under the Fresh Step and Scoop Away brands; bags and wraps under the Glad brand; and grilling products under the Kingsford brand in the United States. The Lifestyle segment offers dressings, dips, seasonings, and sauces primarily under the Hidden Valley brand; natural personal care products under the Burt's Bees brand; and water-filtration products under the Brita brand in the United States. The International segment provides laundry additives; home care products; water-filtration systems; digestive health products; grilling products; cat litter products; food products; bags and wraps; natural personal care products; and professional cleaning and disinfecting products internationally primarily under the Clorox, Ayudin, Clorinda, Poett, Pine-Sol, Glad, Brita, RenewLife, Ever Clean and Burt's Bees brands. It sells its products primarily through mass retailers; grocery outlets; warehouse clubs; dollar stores; home hardware centers; drug, pet, and military stores; third-party and owned e-commerce channels; and distributors, as well as a direct sales force The Clorox Company was founded in 1913 and is headquartered in Oakland, California.