Online Brands Nordic AB (OBAB) Fair Value & Analysis
Consumer Cyclical · SE · Market cap 319M SEK
Fair value as of: Jul 12, 2026
From 11 valuation models · updated 28 days ago
Share price +8.6% over the past month.
Below-average quality, and screening another 52% overvalued on our models.
What matters now
- The price sits above even our optimistic bull case (kr 7.32). The favourable scenario is already priced in.
- Weak quality (41/100) and above fair value at the same time, the margin of safety is missing on both counts.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 12, 2026.
How to read this chart
60‑month range kr 8.60 – kr 38.90 · fair‑value band kr 4.17 – kr 7.32 · the kr 12.00 price screens above the kr 5.75 fair value. Dashed = 300-day average. As of Jul 12, 2026.
Analysis
Online Brands Nordic AB (OBAB) currently trades at kr 12.00, while our model-based Fair Value estimate is kr 5.75, implying the stock looks roughly 52.1% overvalued today. The Quality Score stands at 41/100 (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, Online Brands Nordic AB generated revenue of 433M SEK at a net margin of -5.2%. Revenue grew 34.0% year over year. It earns a return on equity of -11.9%. Net debt stands at 18.4M SEK. Fundamentals as of Jul 12, 2026
Our scenario range runs from kr 4.17 (bear case) to kr 7.32 (bull case); at kr 12.00, 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 37% below its 52-week high and 10% above its 52-week low, currently below its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at 16% fair-value upside, at -52%, OBAB 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 11 models by family
Widest divergence: Growth DCF (kr 8.76) versus Asset-Based (kr 4.57). Highest evidence: Growth DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 12, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 44 · Market factors (momentum, volatility) 34
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
Online Brands Nordic AB (publ) engages in the online sale of carpets under Trendcarpet brand in Sweden and internationally.
Full company description
Online Brands Nordic AB (publ) engages in the online sale of carpets under Trendcarpet brand in Sweden and internationally. 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.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Online Brands Nordic AB reported revenue of kr 467M in FY2025 versus kr 146M in FY2021, a compound +33.7%/yr. Reported net income was −kr 12.2M in FY2025.
OBAB screens 52% overvalued. Compare with Midea Group →
Peer Group
Furnishings, Fixtures & Appliances · 311 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 Furnishings, Fixtures & Appliances 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 Furnishings, Fixtures & Appliances stocks, each showing price versus our Fair Value estimate (as of Jul 12, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Midea Group 000333 | ¥82.71 | ¥107.22 | +30% |
| Gree Electric Appliances, Inc 000651 | ¥38.25 | ¥88.02 | +130% |
| Haier Smart Home Co 600690 | ¥21.46 | ¥36.04 | +68% |
| King Slide Works Co 2059 | 8,655 TWD | 1,917 TWD | -78% |
| Guangdong Songfa Ceramics Co 603268 | ¥155.59 | ¥38.95 | -75% |
| SharkNinja, Inc SN | $154.53 | $89.07 | -42% |
| Hisense Home Appliances Group 000921 | ¥26.33 | ¥48.03 | +82% |
| Zhejiang Supor Co 002032 | ¥43.85 | ¥44.84 | +2% |
| COWAY Co 021240 | 96,700 KRW | 112,530 KRW | +16% |
| Ecovacs Robotics Co 603486 | ¥50.13 | ¥54.11 | +8% |
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Frequently asked questions
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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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