The Globe and Mail reports in its Tuesday, Sept. 1, edition that Desjardins Securities analyst Frederic Tremblay has reaffirmed his "buy" recommendation and $23 share target for Kits Eyecare. The Globe's David Leeder writes that analysts on average target the shares at $23.38. Mr. Tremblay says two days of virtual meetings with Kits Eyecare executives, including co-founder and chief operating officer Joseph Thompson, "provided positive context around marketing investments and customer economics, Toronto store performance and the path toward 2029 objectives." Mr. Tremblay says Kits Eyecare's marketing investments are "achieving their objective of attracting loyal, higher-value customers." Mr. Tremblay says in a note: "Management explained that the temporarily elevated marketing spend observed in 1H26 reflected deliberate investments focused on acquiring high-quality customers, particularly in the higher-margin glasses category. We are encouraged by the fact that initial order values for the 2Q26 new cohort of glasses customers were 50 per cent higher than those of the comparable cohort a year ago, and we are optimistic that these new customers will ultimately contribute to Kits' solid LTV and retention trajectories."