Shares of Canada Goose flew higher today, lifted by an upbeat take by Wedbush analysts who called the stock “un-loved.”

The analysts gave Canada Goose Holdings ( GOOS ), known for its cold-weather jackets, an initial rating of outperform and set a $21 price target, more than $9 above Thursday’s close. The stock finished up 2.5% at $12.20 apiece.

Wedbush said the company is “a compelling multi-year margin recapture story,” saying an aggressive addition of stores over the past five years caused earnings before interest and taxes (EBIT) to decline by 1,200 basis points (bps) . Canada Goose has slowed store growth and is reducing expenses , which should “allow margins to resume marching upward,” they wrote.

Canada Goose should also benefit from a strategy to expand its non-parka business and become a more “year-round” brand,” the analysts wrote.

The stock hit 2024 highs earlier last month. While it has lost ground since, the shares are still up for the year, rising about 3%.