CE Brands (VITA) AI Stock Analysis

• Market Cap: C$44.95M
• Dividend Yield: N/A
• Average Volume (3M): 2.17K
• Price to Earnings (P/E): ―
• Beta (1Y): 1.49
• Revenue Growth: 61.50%
• EPS Growth: 40.36%
• Country: CA
• Employees: 21
• Sector: Consumer Defensive
• Sector Strength: 42
• Industry: Information Technology Services
• EPS (TTM): <0.01
• Shares Outstanding: 51,081,680
• 10 Day Avg. Volume: 2,830
• 30 Day Avg. Volume: 2,171
• PEG Ratio: -0.01
• Price to Book (P/B): -0.46
• Price to Sales (P/S): 2.39
• P/FCF Ratio: -1.24
• Enterprise Value/Market Cap: N/A
• Enterprise Value/Revenue: N/A
• Enterprise Value/Gross Profit: N/A
• Enterprise Value/Ebitda: N/A
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: N/A
• Number of Analyst Covering: 0
• EPS Forecast (FY): N/A
• Revenue Forecast (FY): N/A

• Rating: 31 Underperform
• Price Target: ―

CE Brands, Inc. is struggling with severe financial instability, characterized by declining revenues, high leverage, and operational cash outflows. The technical indicators suggest a persistent bearish trend, and the company’s valuation metrics, including a negative P/E ratio, highlight the challenges it faces. Overall, the stock is rated poorly due to significant financial and operational risks.

Positive Factors

Strategic Partnerships

Strategic partnerships enhance product distribution and market penetration, potentially driving long-term revenue growth and brand recognition.

Innovative Product Development

A focus on innovation in smart devices aligns with consumer trends and can sustain competitive advantage and market relevance over time.

Revenue Growth Potential

High revenue growth potential indicates strong demand for products and effective market strategies, supporting future financial performance.

Negative Factors

High Leverage

High leverage and negative equity increase financial risk, potentially limiting investment flexibility and increasing vulnerability to economic downturns.

Negative Cash Flow

Consistent negative cash flow from operations can strain liquidity, challenging the company's ability to fund growth and meet obligations.

Declining Profitability

Declining profitability reflects operational inefficiencies, which can hinder long-term financial stability and shareholder value.

CE Brands Business Overview & Revenue Model

Company Description

Vitalist Inc. operates as a data-driven consumer electronics company in North America, South and Central America, Europe, Asia, and internationally. The company designs and develops smart consumer electronic products that focuses on wearables and connected health, such as smartwatches under the Motorola brand; and a combination of biomarker and biometric data for health and fitness monitoring under the Vitalist brand. It distributes its products through Business to Business, Direct to Consumer, and e-commerce platforms. The company was formerly known as CE Brands Inc. and changed its name to Vitalist Inc. in April 2025. Vitalist Inc. is headquartered in Calgary, Canada.

How the Company Makes Money

CE Brands, Inc. generates revenue primarily through the sale of its consumer electronic products. The company designs and manufactures a range of smart devices, which are then distributed through various retail and online channels. Significant partnerships with retailers and technology providers amplify its market reach and product accessibility. CE Brands engages in strategic collaborations to co-develop products and expand its offerings, driving sales and revenue growth. The company also invests in marketing and distribution strategies to optimize product visibility and consumer engagement, contributing to its financial performance.

CE Brands Financial Statement Overview

Summary

CE Brands, Inc. is facing severe financial difficulties across all major financial statements. The income statement exhibits declining revenues and profitability, the balance sheet shows high leverage and negative equity, and the cash flow statement reflects operational cash outflows. The company needs strategic interventions to stabilize its financial health.

Income Statement

The income statement reveals significant challenges, with a negative net income of -$3.4M and a gross profit margin of 14.3% in the TTM period. The revenue growth rate from the previous year is negative, indicating declining sales. The company reported a negative EBIT margin of -54.6%, showing operational inefficiencies.

Balance Sheet

The balance sheet highlights financial instability, with negative stockholders' equity of -$12.2M and a very high debt-to-equity ratio due to the negative equity. The equity ratio is negative, reflecting more liabilities than assets, which poses substantial financial risk.

Cash Flow

The cash flow statement shows a negative operating cash flow of -$1.8M and a negative free cash flow of -$1.8M, indicating cash outflows from operations. The free cash flow to net income ratio and operating cash flow to net income ratio suggest cash flow challenges relative to earnings.

Breakdown	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	1.93M	7.57M	7.30M	0.00	0.00
Gross Profit	279.76K	-4.18M	1.49M	0.00	0.00
EBITDA	6.23M	-25.68M	-8.10M	-87.73K	-320.63K
Net Income	4.17M	-28.07M	-10.22M	-87.73K	-320.63K
Balance Sheet
Total Assets	1.38M	2.00M	13.90M	211.18K	302.63K
Cash, Cash Equivalents and Short-Term Investments	543.07K	576.01K	715.80K	151.18K	267.63K
Total Debt	9.21M	12.91M	5.61M	0.00	0.00
Total Liabilities	11.38M	24.56M	9.17M	9.74K	6.15K
Stockholders Equity	-10.00M	-22.57M	4.73M	201.44K	296.48K
Cash Flow
Free Cash Flow	-3.71M	-7.28M	-12.70M	-91.45K	-243.33K
Operating Cash Flow	-3.71M	-7.28M	-12.70M	-91.45K	-243.33K
Investing Cash Flow	-164.28K	0.00	40.06K	-25.00K	0.00
Financing Cash Flow	3.84M	7.12M	12.99M	0.00	378.82K

CE Brands Technical Analysis

• Technical Analysis Sentiment: Neutral
• Last Price: 0.84
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Positive
• MACD: Negative
• RSI: Neutral
• STOCH: Neutral

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For TSE:VITA, the sentiment is Neutral. The current price of 0.84 is below the 20-day moving average (MA) of 0.86, below the 50-day MA of 0.95, and below the 200-day MA of 0.84, indicating a neutral trend. The MACD of -0.02 indicates Negative momentum. The RSI at 47.91 is Neutral, neither overbought nor oversold. The STOCH value of 66.67 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Neutral sentiment for TSE:VITA.

CE Brands Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
Sector *	62 Neutral	$20.33B	14.63	-3.31%	3.23%	1.93%	-12.26%
RM	54 Neutral	C$140.30M	-3.90	-106.58%	―	―	51.07%
GOAT	41 Neutral	C$13.79M	-2.80	―	―	―	88.19%
VITA	31 Underperform	C$44.95M	-15.55	―	―	61.50%	40.36%

CE Brands Corporate Events

Vitalist Partners with Facer to Enhance Smartwatch Personalization

Vitalist Inc. has announced a partnership with Facer, a leading watch face platform, to integrate over 500,000 customizable watch faces into its VitalOS smartwatches, starting with the Reebok Kinetic smartwatch in 2026. This collaboration aims to enhance the personalization of VitalOS devices and validate the platform’s competitiveness in the wearable technology market, potentially attracting global developers and expanding market reach.

Vitalist and MicroEJ Launch Reebok Smartwatch with VitalOS™

Vitalist Inc. and MicroEJ have announced the launch of the first Reebok smartwatch powered by VitalOS™, marking a significant step in the wearable technology market. This collaboration allows brands like Reebok to develop wearables that reflect their design priorities and customer needs, offering an alternative to proprietary ecosystems and showcasing the platform’s capabilities in terms of power efficiency, scalability, and customization options.

Vitalist Inc. Reports Strong Q2 2026 Financial Results Amid Strategic Shift

Vitalist Inc. reported a significant increase in revenue and improved financial performance for the second quarter of 2026, driven by the successful launch of Reebok smartwatches, which replaced the expired Motorola licensing agreement. Despite a net loss for the six-month period, the company achieved a net income for the quarter, attributed to higher sales and gross margins from the new product line. The strategic shift to the VitalOS™ platform and expanded distribution partnerships are expected to support future growth, with new product launches anticipated to further enhance their market position.