Stock price when the opinion was issued
Affinity for a product is different from investing in a stock. Don't touch until gets above $13.50. Stock seems to be pausing and could continue dropping, which would be confirmed by a drop below $12, and then you should get out. Thinly traded is a problem, as you don't want to buy a stock you can't get out of easily.
It has been a story where he looked at it a year or so ago. It is a bit expensive on a multiple basis but someone will probably come along and take it out in the future. He would hold it if you own it. They try to make acquisitions of smaller brands from time to time. It is pretty sleepy.