The Globe and Mail reports in its Friday, Sept. 12, edition that TD Cowen analyst Brian Morrison is sticking with his "buy" call on Roots. The Globe's David Leeder writes in the Eye On Equities column that Mr. Morrison gave his share target a 25-cent boost to $4. After "solid" second quarter results, including "exceptional" same-store sales growth, Mr. Morrison says Roots' "growing brand strength outlines upside potential." Mr. Morrison says in a note: "While it remains 'early days,' with marketing spend forecast to remain elevated in H2/F25, this raises our confidence for an improving earnings profile in F2026, as costs ease and drive sales/leverage. ... Management plans for elevated marketing expenditures to continue in H2/F25, as it is achieving 'great initial results' from its efforts. ... We believe Roots marketing/product strategy is bearing fruit, and that an inflection point for its EPS profile has taken hold. Improving brand strength/product should accelerate sales growth and support earnings growth, especially upon a return to a normalized marketing spend as a per cent of sales. This positive outlook and balance sheet strength supports a modest increase to our target multiple."