Idaho’s Coldwater Creek women’s clothing retailer just posted their 1st quarter 2012 results.

For the 1st quarter, which ended April 28, the struggling apparel company reported a loss of $23.8 million USD.  But that was less than company execs thought they were going to lose!

Chairman and Chief Executive, Dennis Pence, actually takes the news as a good sign: “Customers responded favorably to our spring and early summer collections, which offered an increased emphasis on color, print, and pattern.”

The problem with that train of thought is that Coldwater Creek lost money for the same reason as always, their sales are down!  Pence calls that “responding favorably”?

The news caused Coldwater Creek stock prices to drop to 84 cents per share before the closing bell on 30 May.  But, it’s dropped to 74 cents in after hours trading!