MYSZ

My Size ($MYSZ) CEO's Contrarian Play: Repurchases at $0.77 After $5.18 Sale

11/21/2025 13:59

My Size ($MYSZ) CEO Ronen Luzon purchased 13,500 shares at $0.77 per share on November 20, investing a total of $10,327.50. This contrasts sharply with executive selling during last December's stock surge, drawing investor attention to the mixed signals. My Size is an AI-powered fashion e-commerce solutions company based in Israel. The company operates SaaS platforms that address online apparel sizing issues, serving over 100 fashion brands through products like Size Form, Naiz Fit, and Smart Catalogue. Recently, the company expanded into AI-powered footwear sizing through the acquisition of ShoeSize.Me. The most striking aspect is CEO Luzon's contrasting trading patterns. After selling 8,000 shares at $5.18 on December 30, 2024, he made this purchase nearly a year later when the stock had declined 85%. During the December selling period, CPO Billy Pardo and CFO Or Kles also sold shares at $5.18 and $5.40 respectively, while major shareholder AVATAR SECURITIES disposed of 120,624 shares at $5.17 in February 2025. The price chart reveals extreme volatility. Starting at $3.41 in June 2024, the stock declined steadily before suddenly surging from $1.35 to $4.25 on December 20. It peaked at $6.51 on December 27 but has since fallen continuously to current levels around $1. With a market cap of approximately $2.93 million, this micro-cap stock exhibits dramatic price swings on minimal trading volume. Financially, the company faces a clear growth versus profitability dilemma. Trailing twelve-month revenue reached $6.78 million, showing modest 1.4% year-over-year growth, though full-year 2024 revenue of $8.26 million represented an 18% increase from 2023. However, the company continues posting losses with a $3.52 million net loss over the past twelve months. The balance sheet remains healthy with $4.28 million in cash against just $189,000 in debt. The key question for investors is the timing of the CEO's purchase. Insiders typically possess the best information about their companies' prospects. Whether Luzon's decision to sell at the peak and buy near the trough reflects strategic timing or insider knowledge about potential business improvements remains crucial for investment decisions. The AI-powered fashion tech market itself offers significant growth potential. With online fashion return rates of 30-40% due to sizing issues, My Size's solutions address a real market need. The company is expanding its reach through deeper integrations with major e-commerce platforms including Shopify, Magento, and Salesforce. However, risk factors are substantial. Monthly cash burn of approximately $300,000 means current cash reserves provide roughly 14 months of operating runway. Additionally, the sub-$3 million market cap creates structural limitations in attracting institutional investor interest. For investors, the CEO's recent purchase can be interpreted as a positive signal, but fundamental business improvements must be closely monitored. Key metrics to watch include revenue acceleration and loss reduction in upcoming quarterly results. At current price levels, positive news could drive significant gains, but negative developments could trigger steep declines given the stock's volatility profile.