buy what you know, but who owns what you buy?

The famous adage from Peter Lynch, “Invest in what you know” is an investing tip I couldn’t agree with more. Fundamentally, the premise is there’s an edge in knowing a company’s products and understanding its business model. However, applying this approach to retail shares can sometimes prove to be difficult.

Whether you’re a programmer that’s familiar with tech disruption, a doctor knowledgeable in medical developments, or in this case, a keen shopper — by being aware of the product/service and its competitors you can certainly improve your chances of investing successfully.

With that being said, retail shares can be a little tricky sometimes. The reason being the store name doesn’t always align with the…

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