Pricer AB (PRIC-B) Fair Value & Analysis
Industrials · SE · Market cap 556M SEK
Fair value as of: Jul 15, 2026
From 26 valuation models · updated 7 days ago
Fair value updated Jul 15, 2026, revised from kr 4.51 to kr 2.43 (−46.1%) since Jun 24, 2026. Share price +25.4% over the past month.
Price vs Fair Value (12 months)
12‑month range kr 2.68 – kr 5.44 · fair‑value band kr 1.26 – kr 3.30 · the kr 4.20 price screens above the kr 2.43 fair value. As of Jul 15, 2026.
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Pricer AB (PRIC-B) currently trades at kr 4.20, while our model-based Fair Value estimate is kr 2.43, implying the stock looks roughly 42.1% overvalued today. We read business quality at 39/100 (below-average quality), in the Industrials 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: high).
Over the trailing twelve months, Pricer AB generated revenue of 2.1B SEK at a net margin of 0.6%. Revenue declined 7.7% year over year. It earns a return on equity of 1.3%. Net debt stands at 43.8M SEK. Fundamentals as of Jul 15, 2026
Our scenario range runs from kr 1.26 (bear case) to kr 3.30 (bull case); at kr 4.20, the current price sits above that range. The share trades about 32% below its 52-week high and 58% above its 52-week low, currently above its 200-day average. For context, the median of 10 Industrials peers we cover trades at 6% fair-value upside, at -42%, PRIC-B screens richer than that median.
Key figures & financial health
More key figures
Figures from reported company fundamentals (EODHD) · as of Jul 15, 2026. TTM = trailing twelve months.
About the company
Pricer AB (publ) provides in-store digital solutions in Europe, the Middle East and Africa, the Americas, and Asia and Pacific. The company provides electronic shelf labels, such as Pricer SmartTAG Color, Pricer Avenue, and Pricer HangTAG; Pricer Plaza, a cloud-based platform for scalable management, monitoring, and integration of a digital in-store system; and The Pricer platform, an in-store digital platform. It also offers attachment solutions for furniture, rails, adapters, and holders of shelf-edge; Pricer Shelf Vision, an artificial intelligence powered cloud cameras to monitor in-stores; and Pricer StoreLink provides optical access point to supports direct connection to Pricer Plaza. The company markets and sells its products through direct sales and resellers. Pricer AB (publ) was incorporated in 1991 and is headquartered in Stockholm, Sweden.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Pricer AB reported revenue of kr 2.1B in FY2025 versus kr 1.8B in FY2021, a compound +5.0%/yr. Reported net income was kr 1.3M in FY2025, compounding −64.2%/yr from FY2021.
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10 more Business Equipment & Supplies stocks, each showing price versus our Fair Value estimate (as of Jul 15, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
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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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Not financial advice · no buy/sell recommendation. Model-based estimates are not certainties; their reliability depends on data quality and assumptions.