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Shares "heelied" down Wall Street, as investors bid up the stock 55.2% in its first day of trading,
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Heelys sells a dual purpose shoe that has a removable wheel, which allows the user to seamlessly change from walking or running to skating by shifting their weight to the heel. Users can also transform HEELYS wheeled footwear into comfortable street shoes by removing the wheel.

The footwear,
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For the nine months ended September 30, 2006, 85.9% of net sales were from domestic retail customers, as compared with 81.0% for the nine months ended September 30, 2005. Domestic net sales increased $77.1 million,
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As a percentage of net sales, net income increased to 15.1% for the nine months ended September 30, 2006, from 10.0% for the nine months ended September 30, 2005. Net income was $17.7 million, or share net of $0.70,
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For the nine months ended September 30, 2006,
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The increase in net working capital was primarily the result of an increase of $36.5 million in accounts receivable due to increased net sales and an increase in inventory of $11.3 million due to an increase in inventory in transit, partially offset by an increase in accrued expenses of $6.6 million and income taxes payable of $4.5 million related to increased income before income taxes.

The increase in net working capital was related to the seasonality of sales,
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Heelys run out of the blocks comes on the heels of other strong specialty retailers and sportswear retailers (aimed at the youth market) IPOs in the last two years. Looking at these "lifestyle trends" peer comparables, however, risk reward does not favor establishing new positions in Heelys:

Heelys,
Hot Sale Nike Air Yeezy 2 You Will Get You Wanted Here, Inc. (HLYS): 2006 P/E, 34.8x; Enterprise Value/Revenue (2006 est. of $160.3 million), 5.7

CROCS, Inc. (NASDAQ:CROX): 2007 P/E, 21.3x; Enterprise Value/Revenue (NYSE:TTM), 5.9

Under Armour, Inc. (NYSE:UA): 2007 P/E,
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Zumiez, Inc. (NASDAQ:ZUMZ): 2007 P/E: 33.2x; Enterprise Value/Revenue (TTM), 3.05

Volcom, Inc. (NASDAQ:VLCM): 2007 P/E: 20.1x; Enterprise Value/Revenue (TTM), 3.30

Action Board sports apparel retailer Volcom illustrates what happens when yellow flags begin to fly. On May 11, 2006, one of Volcom’s largest customers (accounting for about 25% of revenue), casual apparel maker Pacific Sunwear (NASDAQ:PSUN) announced that same store sales and net income were lower in its 1Q:06. From May to August, PSUN shed about 30.4% in market value and in sympathy,
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Heely’s current stock price could look cheap, however,
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[Ed. note. Due to the Company’s limited funding at its public inception, management will need to focus its marketing resources on specific regions of the country that management believes will more readily embrace wheeled sports. In our view, with growth comes the need for additional capital to fund the build out of additional distribution facilities,
Where Can i Find The For Sale Nike Air Yeezy 2 Red October For Sale, staffing needs, etc. Management expects to continue to depend upon this single product line for substantially all of its net sales in the foreseeable future. If consumer interest in HEELYS wheeled footwear or wheeled sports activity products in general declines, the Company would likely experience a significant loss of sales and would be forced to liquidate excess inventories at a discount, which would have a material adverse impact on its business and operations.

Vulnerability Due to Customer Concentration,
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Because Heelys outsources all of its manufacturing to a small number of independent manufacturers, the Company may face challenges in maintaining a sufficient supply of products to meet future demand for its products or experience interruptions in its supply chain.