Profoto Holding AB (PRFO) fair value: what the stock is really worth
We calculate from audited financials what Profoto Holding AB is really worth. The fair value tells you whether the price is too high or too low, the quality score (0 to 100) how solid the business behind it is. 26 models, 37 quality factors, updated daily.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 13, 2026.
How to read this chart
60‑month range kr 7.48 – kr 110.79 · fair‑value band kr 9.60 – kr 20.80 · the kr 7.50 price screens below the kr 13.64 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Sep 13, 2026.
Profoto Holding AB (publ) provides products and software solutions for content creators, large studios, and cinema in Sweden and internationally.
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Profoto Holding AB (publ) provides products and software solutions for content creators, large studios, and cinema in Sweden and internationally. The company offers lighting equipment for photography, including on and off camera flashes, monolights, studiopacks, and MonoLED; merch; and light modifiers, which include softboxes, umbrellas, beauty dishes, reflectors, grids, gels, barndoors, collapsible reflectors, snoots, adapters, special effect tools, and accessories for light shaping tools. It also provides air remotes; accessories, which include bags and cases, batteries and chargers, cables, consumables, and stands; and studio solutions, including automated studio, creative automation, and light shaping studio solutions, as well as mannequins. The company offers its products through dealers, rental companies, and online. Profoto Holding AB (publ) was founded in 1968 and is headquartered in Sundbyberg, Sweden.
Stock analysis
Profoto Holding AB (PRFO) currently trades at kr 7.50, while our model-based Fair Value estimate is kr 13.64, implying the stock looks roughly 45.0% undervalued today.
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Valuation
Bull case: the Multiples group reads highest at a median of kr 14.03 per share, and 9 of the 10 models we run sit above the kr 7.50 price.
Bear case: the Asset-Based group reads lowest at kr 5.85, and 1 of the 10 models stay below the price. Evidence for this calculation is low.
Scenario range: kr 9.60 (bear) to kr 20.80 (bull), the price of kr 7.50 sits below 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 44/100 (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.
Profoto Holding AB reported revenue of 617M SEK in FY2025 versus 732M SEK in FY2021, a compound −4.2%/yr. Reported net income was −23.0M SEK in FY2025.
Key figures
Market cap 385M SEK (≈ $39.7M) · P/S ratio 0.58 · EPS (TTM) kr −0.3500 · Net margin −3.7% · Return on equity −3.8% · Return on assets (EBIT) 22.2% · Operating margin 9.4% · Revenue (TTM) 602M SEK.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 42 out of 100 (low confidence).
What moves the price
The share trades about 72% below its 52-week high and 7% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 10% fair-value upside, at 82%, PRFO screens cheaper than that median.
Fair Value models
Bear kr 9.60Fair Value kr 13.64Bull kr 20.80
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.
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.35/100
Revenue growth is inconsistent: the periods point in different directions, so there is no trend to rely on.
Revenue growth 1 year
−15.6%
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.
−10.1%
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.
+3.2%
Revenue growth 7 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.
−1.4%
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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.
−3.2% (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).
−8.3%
Yearly growth needed for the next five years to justify today's price.
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.Leisure · 192 stocks
Beats the industry median on 4/10 measures
A mixed picture versus its industry peers.
Valuation
Quality Score44 · Below median
Profitability
Return on assets−9% · Bottom 25%
Net margin (TTM)−2% · Below median
Operating margin (TTM)9% · Above median
Growth and dividend
Revenue growth−9% · Bottom 25%
Dividend yield (TTM)0.0% · Bottom 25%
Balance sheet
Debt / equity0.43× · Highest 25%
Valuation Multiplesvs Leisure 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). "Profoto Holding AB Fair Value". https://www.fairvalue-calculator.com/stock/PRFO
Frequently asked questions
Is Profoto Holding AB (PRFO) overvalued or undervalued?
As of Sep 13, 2026, our model estimates a fair value of kr 13.64 versus a price of kr 7.50, about +82% upside (undervalued).
What is the fair value of PRFO?
Our model-based fair value for Profoto Holding AB is kr 13.64 (as of Sep 13, 2026), built from audited fundamentals. The current price: kr 7.50.
What is the quality score of PRFO?
Profoto Holding AB has a Quality Score of 44/100. 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 Profoto Holding AB (PRFO)?
Our model-based price target is the fair value of kr 13.64 (as of Sep 13, 2026) from 10 valuation models. Cautious scenario kr 9.60, optimistic scenario kr 20.80. It is a calculation from audited fundamentals, not an analyst target.
What is the Profoto Holding AB stock forecast for 2026?
Our models put fair value at kr 13.64, about +82% upside versus a price of kr 7.50 (undervalued). Cautious scenario kr 9.60, optimistic scenario kr 20.80. The calculation is refreshed regularly with new filings.
What is the revenue of Profoto Holding AB (PRFO)?
Profoto Holding AB reported trailing-twelve-month revenue of about 604M SEK (latest available figure, as of Sep 13, 2026).
What growth is priced into Profoto Holding AB (PRFO)?
For today's price to be fair in a discounted-cash-flow model, Profoto Holding AB would have to grow free cash flow by -8.3 % per year for five years (discount rate 8.3 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +3.2 % per year. As of Sep 13, 2026.
What discount rate (WACC) does the fair value of PRFO use?
Our models discount Profoto Holding AB at 8.3 %: a base by market capitalisation (nano), damped by beta 0.33, 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 Profoto Holding AB that is -8.3 % per year a year over ten years, using the same discount rate (8.3 %) and the same formula as our fair value.
How much growth has Profoto Holding AB (PRFO) delivered so far?
Over the past 5 years revenue at Profoto Holding AB grew +3.2 % a year. The price currently implies -8.3 % per year free-cash-flow growth a 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 Profoto Holding AB (PRFO) growing?
The median revenue growth in the sector is +2.6 % a year. That is the yardstick for the growth priced into Profoto Holding AB (-8.3 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Profoto Holding AB (PRFO)?
The free-cash-flow yield on the price is 17.00 %: that much free cash flow Profoto Holding AB produces per unit of market value. When it exceeds the discount rate of our models (8.3 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Profoto Holding AB (PRFO)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Profoto Holding AB it is kr 13.64 per share (as of Sep 13, 2026), against a price of kr 7.50. It is the blended result of 10 valuation models (cash flow, earnings, asset, dividend).
Is Profoto Holding AB stock overvalued or undervalued in 2026?
As of Sep 13, 2026, PRFO trades below its calculated fair value: price kr 7.50, fair value kr 13.64, a gap of about +82% (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 PRFO?
No. The price is what the market pays today (kr 7.50); the fair value is what the company's own numbers justify (kr 13.64). For Profoto Holding AB the two are kr 6.14 per share apart. That gap is exactly why we show both numbers side by side.
How much is Profoto Holding AB worth?
The market values Profoto Holding AB at about 385M SEK (market capitalisation, as of Sep 13, 2026). Per share that is kr 7.50; our models calculate a fair value of kr 13.64 per share.
What do the bullish and bearish scenarios say about PRFO?
Our models span a range for Profoto Holding AB: cautious scenario kr 9.60, base kr 13.64, optimistic kr 20.80 per share (as of Sep 13, 2026, price kr 7.50). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Profoto Holding AB (PRFO)?
Balance-sheet figures for Profoto Holding AB (as of Sep 13, 2026): return on equity −3.8%, debt of 0.43 per unit of equity. They feed the Quality Score of 44/100, which measures business quality independently of the share price.
How far is PRFO from its 52-week high?
Profoto Holding AB trades at kr 7.50, about 72% below its 52-week high of kr 26.80 and 7% above the low of kr 7.02 (as of Sep 13, 2026). Distance from the high says nothing about value: that is what the fair value of kr 13.64 is for.
Which stocks are comparable to Profoto Holding AB?
From the same area (Consumer Cyclical) we also value ANTA Sports Products Limited, Pop Mart International Group, Amer Sports, Inc, Hasbro, 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 Profoto Holding AB stock attractive at the current price?
The data as of Sep 13, 2026: price kr 7.50, calculated fair value kr 13.64 (+82%), Quality Score 44/100, from 10 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 PRFO calculated?
We run Profoto Holding AB through 10 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 kr 13.64, 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 15.8 % above its aggregate fair value. Profoto Holding AB currently trades 82 % 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 should I pay attention to with Profoto Holding AB right now?
The large discount to fair value meets weak quality (44/100). That raises the risk this is a value trap rather than a bargain. The price is below even our cautious bear case (kr 9.60). The market is more pessimistic than our downside scenario. The large gap to fair value rests on thin data (low evidence): fewer applicable models and a shorter history. Read it with extra caution. A fairly wide model range (kr 9.60 to kr 20.80) leaves room in how you read the outcome.
Key figures of Profoto Holding AB
How large is the market capitalisation of Profoto Holding AB (PRFO)?
The market capitalisation of Profoto Holding AB is 385M SEK (≈ $39.7M). 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 Profoto Holding AB (PRFO)?
The price-to-sales ratio of Profoto Holding AB is 0.58 (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 Profoto Holding AB (PRFO)?
Earnings per share at Profoto Holding AB are kr −0.3500. Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Profoto Holding AB (PRFO)?
The net margin of Profoto Holding AB is −3.7% (fiscal year 2025). 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 Profoto Holding AB (PRFO)?
The return on equity (ROE) of Profoto Holding AB is −3.8% (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 Profoto Holding AB (PRFO)?
On an EBIT basis the return on assets of Profoto Holding AB is 22.2% (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 Profoto Holding AB (PRFO)?
The operating margin of Profoto Holding AB is 9.4% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Profoto Holding AB (PRFO)?
Revenue at Profoto Holding AB is growing −9.1% versus a year earlier (3y avg −10.1%). 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 Profoto Holding AB (PRFO)?
Earnings per share at Profoto Holding AB are growing +300% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Profoto Holding AB (PRFO) carry?
The net debt of Profoto Holding AB is 182M SEK (fiscal year 2025, ≈ 3.6 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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