Online Brands Nordic AB (OBAB) fair value: what the stock is really worth
As of Nov 6, 2026: fair value (intrinsic value) of Online Brands Nordic AB stock SEK 7.69, price SEK 18.55, that is 58.5% below the price, quality 50 out of 100. Rating: strongly overvalued. Calculated from audited financials with 11 of our 26 valuation models and 37 quality factors, updated daily.
69 individual criteria per stock, every one traceableSee the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year. As of Nov 7, 2026.
How to read this chart
60‑month range kr 8.60 – kr 38.90 · fair‑value band kr 5.56 – kr 9.85 · the kr 18.55 price screens above the kr 7.69 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 2 fiscal years are left out: there the valuation rested on only a fraction of the usual models. As of Nov 7, 2026.
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Online Brands Nordic AB (publ) engages in the online sale of carpets under Trendcarpet brand in Sweden and internationally.
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The company also sells hats and caps online under Hatshop brand; kitchen equipment and utensils through online and its stores under Kitchenlab brand; and camping and outdoor equipment under GetCamping brand name, as well as offers a range of seeds, plants, bulbs, and growing accessories under Allafröer name through e-commerce platform.
In addition, it develops and sells underwear and basic garments for women and men through e-commerce and external retailers under Bread & Boxers brand; and designs, manufactures, and sells outdoor and ski clothing for children and youth under Isbjörn brand.
Further, the company sells jewelry and silverware under Victorins brand through online and in physical stores, as well as sells furniture and home furnishings. Online Brands Nordic AB (publ) is based in Hisings Backa, Sweden.
Stock analysis
Online Brands Nordic AB (OBAB) currently trades at kr 18.55, while our model-based Fair Value estimate is kr 7.69, 59% below the price, so the stock looks overvalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of kr 7.86 per share, and 0 of the 11 models we run sit above the kr 18.55 price.
Bear case: the Asset-Based group reads lowest at kr 1.19, and 11 of the 11 models stay below the price. Data coverage for this calculation is medium.
Scenario range: kr 5.56 (bear) to kr 9.85 (bull), the price of kr 18.55 sits above it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 50/100 (solid quality), in the Consumer Cyclical sector.
Mixed Growth: Revenue is growing, but margins or cash flow do not fully confirm the trend.
Online Brands Nordic AB reported revenue of 467M SEK in FY2025 versus 146M SEK in FY2021, a compound +33.7%/yr. Reported net income was −12.2M SEK in FY2025.
Key figures
Market cap 525M SEK (≈ $53.2M) Micro · P/S ratio 0.99 · EPS (TTM) kr −0.2600 · Net margin −1.6% · Return on equity −4.5% · Return on assets (EBIT) −0.3% (5-year average) · Operating margin −2.2% · Revenue (TTM) 531M SEK.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 15 out of 100 (low confidence).
What moves the price
The share trades about 7% below its 52-week high and 72% above its 52-week low, currently above its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 21% fair-value upside, at −59%, OBAB screens richer than that median.
Fair Value models
Bearkr 5.56Fair Value kr 7.69Bullkr 9.85
Price kr 18.55 · Downside -58.5%
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above starts from their evidence-weighted blend, not from a single model. In cyclical trough or peak years, after dilution or a stock split it is adjusted afterwards, so it can sit above or below the models.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Coverage ⓘCoverage = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.62/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Revenue growth 1 year
+27.8%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+17.7%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+105.2%
Start year 2020 (pandemic). Over 10 years: +39.0% a year
Revenue growth 21 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+11.7%
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Profit margin (trend) ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.
−90.6% (2020) → −1.0% (2025)
What shareholders gained per year ⓘWe only publish this rate when it is defensible. Reason: fiscal 2025 is a loss year, no rate is defined from a loss
not computed
Growth Forecast
Little optimism in the price
The price assumes less growth than the company has delivered so far.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
+32.2%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect
n/a
No analyst forecast available.
After inflation (Sweden: IMF forecast 2.0% a year to 2030, 2.9% from 2016 to 2025) that is about +29.6% a year for the price.
Compare Online Brands Nordic AB with another stock
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Internet Retail · 101 stocks
Beats the industry median on 2/11 measures
Overall it trails its industry peers.
Valuation
Quality Score50 · Below median
Fair Value upside−58.5% · Bottom 25%
Profitability
Return on assets−3.7% · Bottom 25%
Net margin (12 months)−1.6% · Below median
Operating margin (12 months)−2.2% · Bottom 25%
Growth and dividend
Revenue growth (quarter YoY)28.6% · Top 25%
Balance sheet
Debt / equity0.06× · Below median
Valuation Multiplesvs Internet Retail median · lower = cheaper
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Online Brands Nordic AB Fair Value". https://www.fairvalue-calculator.com/stock/OBAB
Frequently asked questions
Is Online Brands Nordic AB (OBAB) overvalued or undervalued?
As of Nov 7, 2026, our model estimates a fair value of kr 7.69 versus a price of kr 18.55, about 59% lower (overvalued).
What is the fair value of OBAB?
Our model-based fair value for Online Brands Nordic AB is kr 7.69 (as of Nov 7, 2026), built from audited fundamentals. The current price: kr 18.55.
What is the quality score of OBAB?
Online Brands Nordic AB has a Quality Score of 50/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Online Brands Nordic AB (OBAB)?
Our model-based price target is the fair value of kr 7.69 (as of Nov 7, 2026) from 11 valuation models. Cautious scenario kr 5.56, optimistic scenario kr 9.85. It is a calculation from audited fundamentals, not an analyst target.
What is the Online Brands Nordic AB stock forecast for 2026?
Our models put fair value at kr 7.69, about 59% lower versus a price of kr 18.55 (overvalued). Cautious scenario kr 5.56, optimistic scenario kr 9.85. The calculation is refreshed regularly with new filings.
What is the revenue of Online Brands Nordic AB (OBAB)?
Online Brands Nordic AB reported trailing-twelve-month revenue of about 531M SEK (latest available figure, as of Nov 7, 2026).
What growth is priced into Online Brands Nordic AB (OBAB)?
For today's price to be fair in a discounted-cash-flow model, Online Brands Nordic AB would have to grow free cash flow by +32.2 % per year for five years (discount rate 12.5 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +105.2 % per year. As of Nov 7, 2026.
What discount rate (WACC) does the fair value of OBAB use?
Our models discount Online Brands Nordic AB at 12.5 %: a base by market capitalisation (micro), country premium for Sweden. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For Online Brands Nordic AB that is +32.2 % per year for five years, then slowing evenly to 2 % by year ten, using the same discount rate (12.5 %) and the same formula as our fair value.
How much growth has Online Brands Nordic AB (OBAB) delivered so far?
Over the past 5 years revenue at Online Brands Nordic AB grew +105.2 % a year. The price currently implies free-cash-flow growth of +32.2 % per year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of Online Brands Nordic AB (OBAB) growing?
The median revenue growth in the sector is +4.7 % a year. That is the yardstick for the growth priced into Online Brands Nordic AB (+32.2 % per year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Online Brands Nordic AB (OBAB)?
The free-cash-flow yield on the price is 2.35 %: that much free cash flow Online Brands Nordic AB produces per unit of market value. When it exceeds the discount rate of our models (12.5 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Online Brands Nordic AB (OBAB)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Online Brands Nordic AB it is kr 7.69 per share (as of Nov 7, 2026), against a price of kr 18.55. It is the blended result of 11 valuation models in 4 families (DCF Models, Multiples, Asset-Based, Growth DCF).
Is Online Brands Nordic AB stock overvalued or undervalued in 2026?
As of Nov 7, 2026, OBAB trades above its calculated fair value: price kr 18.55, fair value kr 7.69, a gap of about −59% (overvalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of OBAB?
No. The price is what the market pays today (kr 18.55); the fair value is what the company's own numbers justify (kr 7.69). For Online Brands Nordic AB the two are kr 10.86 per share apart. That gap is exactly why we show both numbers side by side.
How much is Online Brands Nordic AB worth?
The market values Online Brands Nordic AB at about 525M SEK (market capitalisation, as of Nov 7, 2026). Per share that is kr 18.55; our models calculate a fair value of kr 7.69 per share.
What do the bullish and bearish scenarios say about OBAB?
Our models span a range for Online Brands Nordic AB: cautious scenario kr 5.56, base kr 7.69, optimistic kr 9.85 per share (as of Nov 7, 2026, price kr 18.55). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Online Brands Nordic AB (OBAB)?
Balance-sheet figures for Online Brands Nordic AB (as of Nov 7, 2026): return on equity −4.5%, debt of 0.06 per unit of equity. They feed the Quality Score of 50/100, which measures business quality independently of the share price.
How far is OBAB from its 52-week high?
Online Brands Nordic AB trades at kr 18.55, about 7% below its 52-week high of kr 19.85 and 72% above the low of kr 10.80 (as of Nov 6, 2026). Distance from the high says nothing about value: that is what the fair value of kr 7.69 is for.
Which stocks are comparable to Online Brands Nordic AB?
From the same area (Consumer Cyclical) we also value Amazon.com, Inc, Alibaba Group, PDD Holdings, Prosus N.V, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Online Brands Nordic AB stock attractive at the current price?
The data as of Nov 7, 2026: price kr 18.55, calculated fair value kr 7.69 (−59%), Quality Score 50/100, from 11 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of OBAB calculated?
We run Online Brands Nordic AB through 11 models from 4 families: DCF Models, Multiples, Asset-Based, Growth DCF. Every model gets the same audited fundamentals; the fair value of kr 7.69 builds on their evidence-weighted average, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 13.3% above its aggregate fair value. Online Brands Nordic AB itself currently trades above fair value. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Online Brands Nordic AB (OBAB)?
The closing price on Nov 6, 2026 was kr 18.55. Our model-based fair value is kr 7.69, about 59% lower (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Online Brands Nordic AB right now?
The price sits above even our optimistic bull case (kr 9.85). The favourable scenario is already priced in. Solid but not exceptional quality (50/100) and above fair value, neither a clear bargain nor a standout compounder.
Key figures of Online Brands Nordic AB
How large is the market capitalisation of Online Brands Nordic AB (OBAB)?
The market capitalisation of Online Brands Nordic AB is 525M SEK (≈ $53.2M). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Online Brands Nordic AB (OBAB)?
The price-to-sales ratio of Online Brands Nordic AB is 0.99 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Online Brands Nordic AB (OBAB)?
Earnings per share at Online Brands Nordic AB are kr −0.2600. Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Online Brands Nordic AB (OBAB)?
The net margin of Online Brands Nordic AB is −1.6% (last twelve months). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Online Brands Nordic AB (OBAB)?
The return on equity (ROE) of Online Brands Nordic AB is −4.5% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Online Brands Nordic AB (OBAB)?
On an EBIT basis the return on assets of Online Brands Nordic AB is −0.3% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Online Brands Nordic AB (OBAB)?
The operating margin of Online Brands Nordic AB is −2.2% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Online Brands Nordic AB (OBAB)?
Revenue at Online Brands Nordic AB is growing +28.6% versus a year earlier (3y avg +17.7%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Online Brands Nordic AB (OBAB)?
Earnings per share at Online Brands Nordic AB are growing −75.7% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Online Brands Nordic AB (OBAB) carry?
The net debt of Online Brands Nordic AB is 18.4M SEK (fiscal year 2025, ≈ 1.6 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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Nov 7, 2026