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Boohoo.Com PLC (BHOOY) fair value: what the stock is really worth

As of Sep 18, 2026: fair value of Boohoo.Com PLC $7.09, price $5.96, upside +19.0%, quality 48 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.

  1. Fair value above price? Yes
  2. Good quality? No
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Consumer Cyclical · US · ADR · ISIN US09853T1051

BC Boohoo.Com PLC logo Thin data Sep 24, 2026

Boohoo.Com PLC

BHOOY · US

SpeculativeUpside exists, but weak quality makes the signal speculative.

✓Fair value $7.09 · Undervalued (+19%)
!Quality 48/100
!Weak Growth (revenue 5y −12.2 %/yr)
!Loss-making · -11.8% net margin (TTM)
!Negative equity (buybacks among others) · negative free cash flow
!Trails peers (2/8)
!Narrow moat 8/100
!Evidence only low, so the estimate is less certain
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What runs behind every stock

26 valuation models 8 families, DCF to NCAV 37 quality factors margins, balance sheet, cashflow, debt 6 AI factors moat, what no ratio measures 2,000+ data points verified, per stock, median

69 individual criteria per stock, every one traceable See the method →

Price vs Fair Value

$94.00 $3.11 Fair Value $7.09 Jun 2021 Sep 2026

White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 24, 2026.

How to read this chart

60‑month range $3.11 – $94.00 · fair‑value band $4.61 – $9.57 · the $5.96 price screens below the $7.09 fair value. Dashed = 300-day average. As of Sep 24, 2026.

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Company profile

boohoo group plc, through its subsidiaries, operates as an online clothing retailer in the United Kingdom under the Debenahams Group trading name. The company provides consumer credit and payment services, as well as engages in the business of online marketplaces.

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boohoo group plc, through its subsidiaries, operates as an online clothing retailer in the United Kingdom under the Debenahams Group trading name. The company provides consumer credit and payment services, as well as engages in the business of online marketplaces. It provides its products under the boohoo, boohooMAN, PrettyLittleThing, Karen Millen, and Debenhams brands. boohoo group plc was founded in 2006 and is headquartered in Manchester, the United Kingdom.

Stock analysis

Boohoo.Com PLC ADR (BHOOY) currently trades at $5.96, while our model-based Fair Value estimate is $7.09, implying the stock looks roughly 15.9% undervalued today.

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Valuation

How firm this estimate is: it rests on 1 models at a data quality of 96/100, which puts the evidence level at low.

Scenario range: $4.61 (bear) to $9.57 (bull), the price of $5.96 sits inside 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 48/100 (below-average quality), in the Consumer Cyclical sector.

Weak Growth: Revenue growth is inconsistent: the periods point in different directions, so there is no trend to rely on.

Boohoo.Com PLC ADR reported revenue of $912M in FY2026 versus $2.0B in FY2022, a compound −17.7%/yr. Reported net income was −$108M in FY2026.

Key figures

Market cap $468M · P/S ratio 0.51 · EPS (TTM) $−5.19 · Net margin −11.8% · Return on equity −189% · Return on assets (EBIT) −13.3% · Operating margin −2.6% · Revenue (TTM) $917M.

Competitive moat

Our AI-assisted moat analysis scores the competitive advantage at 28 out of 100 (low confidence).

What moves the price

The share trades about 17% below its 52-week high and 92% above its 52-week low, currently below its 200-day average.

For context, the median of 10 Consumer Cyclical peers we cover trades at 8% fair-value upside, at 19%, BHOOY screens cheaper than that median.

Fair Value models

Bear $4.61 Fair Value $7.09 Bull $9.57
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model. 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. Evidence ⓘEvidence = 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.
Highest evidence
EV/EBITDA $4.69 $6.56 $8.42 67
All 1 models by family
Multiples
EV/EBITDA $4.69 $6.56 $8.42 67

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Quality Score breakdown

Overall quality 48/100

Of which business quality 46 · Market factors (momentum, volatility) 49

Profitability 50
Margins and returns on capital today
Quality Growth 77
Are margins and returns improving?
Cashflow 5
Earnings quality: real cash, not paper profit
Fin. Strength 21
Balance sheet, leverage, solvency risk
Investment 100
Disciplined investing over empire-building
Low Volatility 20
Calm price path (market factor)
Momentum 52
Price trend over the last 3–12 months (market factor)
52W Momentum 79
Distance to the 52-week high (market factor)
Net Issuance 62
Share count: buybacks or dilution?

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Revenue & earnings trend

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. 6/100
Revenue growth is inconsistent: the periods point in different directions, so there is no trend to rely on.
Revenue growth 1 year
+15.4%
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.
−19.8%
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.
−12.2%
Start year 2021 (pandemic). Over 10 years: +16.7% a year
Revenue growth 13 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.
+22.2%
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.
7.1% (2021) → −0.6% (2026)
What shareholders gained per year ⓘWe only publish this rate when it is defensible. Reason: fiscal 2026 is a loss year, no rate is defined from a loss
not computed

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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 · 107 stocks

Beats the industry median on 2/8 measures
Overall it trails its industry peers.
Valuation
Quality Score 46 · Bottom 25%
Fair Value upside +19% · Above median
Profitability
Return on equity (TTM) Negative equity ⓘThe company's equity is below zero, for example after large share buybacks. A ratio to negative equity has no meaning, so we show no number here and do not rank it against the peer group.
Return on assets −1% · Below median
Net margin (TTM) −12% · Bottom 25%
Operating margin (TTM) −3% · Bottom 25%
Growth and dividend
Revenue growth −23% · Bottom 25%
Balance sheet
Debt / equity Negative equity ⓘThe company's equity is below zero, for example after large share buybacks. A ratio to negative equity has no meaning, so we show no number here and do not rank it against the peer group.

Valuation Multiplesvs Internet Retail median · lower = cheaper

P/B Negative equity ⓘThe company's equity is below zero, for example after large share buybacks. A ratio to negative equity has no meaning, so we show no number here and do not rank it against the peer group.
P/S (TTM) 0.51× · Cheaper than median
EV/EBITDA 21.0× · Pricier than median

Strength profile in five axes (Snowflake)

VALUEFUTUREPASTHEALTHDIVIDEND
This stock
VALUEFUTUREPASTHEALTHDIVIDEND
Sector peers
VALUE (fair-value potential)59 · sector 47
FUTURE (revenue growth)0 · sector 55
PAST (return on equity)0 · sector 16
HEALTH (low debt)0 · sector 92
DIVIDEND (yield)0 · sector 35

PAST 0: with negative equity (buybacks among others) return on equity is not meaningfully computable.

Context: sector, industry, market

Values & ESG

Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.

None of the checked exposures detected

Similar stocks

10 more Internet Retail stocks, each showing price versus our Fair Value estimate.

Stock Price Fair Value vs Fair Value
Amazon.com, Inc AMZN $254.98 $127.67 −50%
Alibaba Group BABA $116.31 $69.11 −41%
MercadoLibre, Inc MELI $1,827 $2,009 +10%
DoorDash, Inc DASH $192.21 $207.62 +8%
Sea Limited SE $103.67 $129.32 +25%
eBay Inc EBAY $109.28 $120.21 +10%
JD.com, Inc JD $27.38 $33.32 +22%
Coupang, Inc CPNG $14.61 $4.99 −66%
Delivery Hero SE DHER €36.95 €12.71 −66%
Wayfair Inc W $107.35 $36.28 −66%

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Boohoo.Com PLC ADR · Fair Value
$7.09 +16%Fair Value
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Cite: Fair Value Calculator (2026). "Boohoo.Com PLC ADR Fair Value". https://www.fairvalue-calculator.com/stock/BHOOY

Frequently asked questions

Is Boohoo.Com PLC (BHOOY) overvalued or undervalued?
As of Sep 24, 2026, our model estimates a fair value of $7.09 versus a price of $5.96, about +19% upside (undervalued).
What is the fair value of BHOOY?
Our model-based fair value for Boohoo.Com PLC ADR is $7.09 (as of Sep 24, 2026), built from audited fundamentals. The current price: $5.96.
What is the quality score of BHOOY?
Boohoo.Com PLC ADR has a Quality Score of 48/100. 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 Boohoo.Com PLC (BHOOY)?
Our model-based price target is the fair value of $7.09 (as of Sep 24, 2026) from 1 valuation models. Cautious scenario $4.61, optimistic scenario $9.57. It is a calculation from audited fundamentals, not an analyst target.
What is the Boohoo.Com PLC ADR stock forecast for 2026?
Our models put fair value at $7.09, about +19% upside versus a price of $5.96 (undervalued). Cautious scenario $4.61, optimistic scenario $9.57. The calculation is refreshed regularly with new filings.
What is the revenue of Boohoo.Com PLC (BHOOY)?
Boohoo.Com PLC ADR reported trailing-twelve-month revenue of about $917M (latest available figure, as of Sep 24, 2026).
What is the intrinsic value of Boohoo.Com PLC (BHOOY)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Boohoo.Com PLC ADR it is $7.09 per share (as of Sep 24, 2026), against a price of $5.96. It is the blended result of 1 valuation models (cash flow, earnings, asset, dividend).
Is Boohoo.Com PLC ADR stock overvalued or undervalued in 2026?
As of Sep 24, 2026, BHOOY trades below its calculated fair value: price $5.96, fair value $7.09, a gap of about +19% (undervalued). 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 BHOOY?
No. The price is what the market pays today ($5.96); the fair value is what the company's own numbers justify ($7.09). For Boohoo.Com PLC ADR the two are $1.13 per share apart. That gap is exactly why we show both numbers side by side.
How much is Boohoo.Com PLC ADR worth?
The market values Boohoo.Com PLC ADR at about $468M (market capitalisation, as of Sep 24, 2026). Per share that is $5.96; our models calculate a fair value of $7.09 per share.
What do the bullish and bearish scenarios say about BHOOY?
Our models span a range for Boohoo.Com PLC ADR: cautious scenario $4.61, base $7.09, optimistic $9.57 per share (as of Sep 24, 2026, price $5.96). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Boohoo.Com PLC (BHOOY)?
Balance-sheet figures for Boohoo.Com PLC ADR (as of Sep 24, 2026): negative equity, so no return on equity and no debt-to-equity ratio. They feed the Quality Score of 48/100, which measures business quality independently of the share price.
How far is BHOOY from its 52-week high?
Boohoo.Com PLC ADR trades at $5.96, about 17% below its 52-week high of $7.20 and 92% above the low of $3.11 (as of Sep 18, 2026). Distance from the high says nothing about value: that is what the fair value of $7.09 is for.
Which stocks are comparable to Boohoo.Com PLC ADR?
From the same area (Consumer Cyclical) we also value Amazon.com, Inc, Alibaba Group, MercadoLibre, Inc, DoorDash, Inc, 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 Boohoo.Com PLC ADR stock attractive at the current price?
The data as of Sep 24, 2026: price $5.96, calculated fair value $7.09 (+19%), Quality Score 48/100, from 1 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 BHOOY calculated?
We run Boohoo.Com PLC ADR through 1 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of $7.09, 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 14.1 % above its aggregate fair value. Boohoo.Com PLC ADR currently trades 19 % below its own fair value, and the market average says nothing about that. 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 Boohoo.Com PLC (BHOOY)?
The closing price on Sep 18, 2026 was $5.96. Our model-based fair value is $7.09, about +19% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Boohoo.Com PLC ADR right now?
A fairly wide model range ($4.61 to $9.57) leaves room in how you read the outcome. Evidence is limited here (fewer models, shorter history), so the fair value is a rougher estimate than usual.

Key figures of Boohoo.Com PLC ADR

How large is the market capitalisation of Boohoo.Com PLC (BHOOY)?
The market capitalisation of Boohoo.Com PLC ADR is $468M. 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 Boohoo.Com PLC (BHOOY)?
The price-to-sales ratio of Boohoo.Com PLC ADR is 0.51 (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 Boohoo.Com PLC (BHOOY)?
Earnings per share at Boohoo.Com PLC ADR are $−5.19. Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Boohoo.Com PLC (BHOOY)?
The net margin of Boohoo.Com PLC ADR is −11.8% (fiscal year 2026). 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 Boohoo.Com PLC (BHOOY)?
The return on equity (ROE) of Boohoo.Com PLC ADR is −189% (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 Boohoo.Com PLC (BHOOY)?
On an EBIT basis the return on assets of Boohoo.Com PLC ADR is −13.3% (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 Boohoo.Com PLC (BHOOY)?
The operating margin of Boohoo.Com PLC ADR is −2.6% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Boohoo.Com PLC (BHOOY)?
Revenue at Boohoo.Com PLC ADR is growing −23.0% versus a year earlier (3y avg −19.8%). 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 Boohoo.Com PLC (BHOOY)?
Earnings per share at Boohoo.Com PLC ADR are growing −65.4% versus a year earlier. How much earnings per share grew versus a year earlier.
How much free cash flow does Boohoo.Com PLC (BHOOY) generate?
The free cash flow of Boohoo.Com PLC ADR is −$25.6M (fiscal year 2026). The cash truly left after running and investing in the business, this is what pays dividends and buybacks.
How much net debt does Boohoo.Com PLC (BHOOY) carry?
The net debt of Boohoo.Com PLC ADR is $168M (fiscal year 2026). 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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