Hotel Shilla Co (008770) Fair Value & Analysis
Consumer Cyclical · KR · Market cap 1.8T KRW
Fair value as of: Jul 24, 2026
From 7 valuation models · updated 17 days ago
Share price −17.1% over the past month.
Below-average quality, and screening another 83% overvalued on our models.
What matters now
- The price sits above even our optimistic bull case (16,044 KRW). The favourable scenario is already priced in.
- Weak quality (36/100) and above fair value at the same time, the margin of safety is missing on both counts.
- The model range is unusually wide (2,883 KRW to 16,044 KRW). The outcome hinges heavily on assumptions, so read the point estimate with caution.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 24, 2026.
How to read this chart
60‑month range 35,900 KRW – 100,684 KRW · fair‑value band 2,883 KRW – 16,044 KRW · the 42,700 KRW price screens above the 7,192 KRW fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Jul 24, 2026.
Analysis
Hotel Shilla Co (008770) currently trades at 42,700 KRW, while our model-based Fair Value estimate is 7,192 KRW, implying the stock looks roughly 83.2% overvalued today. The Quality Score stands at 36/100 (below-average quality), in the Consumer Cyclical sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium, the entry price still matters most (evidence: medium).
Over the trailing twelve months, Hotel Shilla Co generated revenue of 4.2T KRW at a net margin of -3.9%. Revenue grew 8.4% year over year. It earns a return on equity of -13.4%. Net debt stands at 1.0T KRW. Fundamentals as of Jul 24, 2026
Our scenario range runs from 2,883 KRW (bear case) to 16,044 KRW (bull case); at 42,700 KRW, the current price sits above that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 39% below its 52-week high and 8% above its 52-week low, currently below its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at -24% fair-value upside, at -83%, 008770 screens richer than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 7 models by family
Widest divergence: Multiples (21,184 KRW) versus Dividend Discount (2,868 KRW). Highest evidence: Gordon GGM (70).
Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 24, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 36 · Market factors (momentum, volatility) 27
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
Hotel Shilla Co.,Ltd operates as a hospitality company in South Korea and internationally. The company offers various luxury brands in boutique items, fashion, jewelry, cosmetics, watches, and souvenirs under the Shilla Duty Free brand name, as well as operates convenient shopping channels, such as internet duty-free shops and airport duty-free shops.
Full company description
Hotel Shilla Co.,Ltd operates as a hospitality company in South Korea and internationally. The company offers various luxury brands in boutique items, fashion, jewelry, cosmetics, watches, and souvenirs under the Shilla Duty Free brand name, as well as operates convenient shopping channels, such as internet duty-free shops and airport duty-free shops. It also operates hotels under the Shilla Seoul and The Shilla Jeju names; and provides fitness and healthcare services, as well as business travel management services. Hotel Shilla Co.,Ltd was founded in 1973 and is headquartered in Seoul, South Korea.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Hotel Shilla Co reported revenue of 2.6T KRW in FY2025 versus 3.8T KRW in FY2021, a compound −8.7%/yr. Reported net income was −213B KRW in FY2025.
008770 screens 83% overvalued. Compare with Casey's General Stores, Inc →
Peer Group
Specialty Retail · 221 stocks
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.
Valuation Multiples vs Specialty Retail median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
VALUE 0: the price sits above our fair-value range.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Specialty Retail stocks, each showing price versus our Fair Value estimate (as of Jul 24, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Casey's General Stores, Inc CASY | $827.04 | $405.44 | -51% |
| Williams-Sonoma, Inc WSM | $222.84 | $164.16 | -26% |
| Ulta Beauty, Inc ULTA | $479.57 | $488.39 | +2% |
| DICK'S Sporting Goods, Inc DKS | $208.89 | $181.10 | -13% |
| Best Buy Co BBY | $83.98 | $109.12 | +30% |
| China Tourism Group 601888 | ¥52.90 | ¥40.40 | -24% |
| Tractor Supply Company TSCO | $31.01 | $35.52 | +15% |
| Murphy USA Inc MUSA | $618.57 | $423.35 | -32% |
| Five Below, Inc FIVE | $197.71 | $117.29 | -41% |
| Taiwan Mobile Co 3045 | 110.50 TWD | 80.98 TWD | -27% |
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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