Beware as Wall Street Goes Direct to Consumer

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Beware as Wall Street Goes Direct to Consumer
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Heard on the Street: At-the-market financings could leave individual investors holding shares in businesses that are poorly equipped to handle a downturn

By Charley Grant Close Charley Grant June 17, 2020 6:33 am ET An unconventional Wall Street financing tool is increasing in popularity. Investors should make sure they aren’t on the wrong side of the cash machine.

At-the-market deals are often deployed by smaller public companies, like biotech firms that don’t generate product sales or profits. Lately, however, bigger names have taken advantage as well. In addition to Hertz, Red Robin Gourmet Burgers RRGB -5.64% announced a $40 million offering on Tuesday. Shake Shack SHAK -3.46% announced a $75 million deal back in April. So far in the U.S.

That means higher takeup by individual investors, and many of these offerings might well be of shares that institutions don’t want. Granted, that hasn’t been a problem for most of this spring, as companies of all sorts have enjoyed surging share prices.

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