Demandware (s DWRE) who? Yeah, that is exactly what I thought. However, a tweet from financial and venture industry observer Dan Primack alerted me to the initial public offering of this Burlington, Mass.-based e-commerce platform provider that sells its services to folks like Barneys, Crocs and Tory Burch. The IPO has priced at $16 a share which values the company at $448 million. The company is raising $88 million.
The company lost money on mere a $56 million in 2011 revenue, a sign that Wall Street is ready to punt on even marginal technology IPOs — so expect more of those to follow in coming months. Jim Cramer on CNBC’s Mad Money show said that one should not confuse a “trade with an investment.” In other words, buy at the time of IPO and then flip it. Buying later is a sucker’s bet. About Demandware, Cramer said, that if the stock priced below $15 it is good. “Anything more than that and there might not be enough juice to merit buying,” he said. Oops!