Commit To Purchase Ulta Salon Cosmetics & Fragrance At $90, Earn 10.1% Using Options
Selling a put does not give an investor access to ULTA's upside potential the way owning shares would, because the put seller only ends up owning shares in the scenario where the contract is exercised. And the person on the other side of the contract would only benefit from exercising at the $90 strike if doing so produced a better outcome than selling at the going market price. (Do options carry counterparty risk? This and six other common options myths debunked). So unless Ulta Salon Cosmetics & Fragrance Inc. sees its shares fall 30.6% and the contract is exercised (resulting in a cost basis of $80.90 per share before broker commissions, subtracting the $9.10 from $90), the only upside to the put seller is from collecting that premium for the 4.7% annualized rate of return.
Below is a chart showing the trailing twelve month trading history for Ulta Salon Cosmetics & Fragrance Inc., and highlighting in green where the $90 strike is located relative to that history: