Pricer AB (publ) (PRIC-B) fair value: what the stock is really worth
As of Oct 19, 2026: fair value (intrinsic value) of Pricer AB (publ) stock SEK 2.47, price SEK 3.98, upside -37.9%, quality 50 out of 100. Rating: strongly overvalued. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
69 individual criteria per stock, every one traceableSee the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Oct 2, 2026.
How to read this chart
60‑month range kr 2.68 – kr 26.12 · fair‑value band kr 2.20 – kr 2.69 · the kr 3.98 price screens above the kr 2.47 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 2 fiscal years are left out: there the valuation rested on only a fraction of the usual models. Dashed = 300-day average. As of Oct 2, 2026.
Follow Pricer AB (publ) in your weekly email
Every Wednesday you see whether Pricer AB (publ) is on track or worth a review, plus price against fair value. Free, up to 3 stocks.
We send you a confirmation link. Unsubscribe with one click.
Pricer AB (publ) provides in-store digital solutions in Europe, the Middle East and Africa, the Americas, and Asia and Pacific.
Show moreShow less
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.
Stock analysis
Pricer AB (publ) (PRIC-B) currently trades at kr 3.98, while our model-based Fair Value estimate is kr 2.47, 37.9% below the price, so the stock looks overvalued today.
Show more
Valuation
Bull case: the DCF Models group reads highest at a median of kr 10.30 per share, and 14 of the 24 models we run sit above the kr 3.98 price.
Bear case: the Economic Profit group reads lowest at kr 2.47, and 10 of the 24 models stay below the price. Data coverage for this calculation is low.
Scenario range: kr 2.20 (bear) to kr 2.69 (bull), the price of kr 3.98 sits above 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 50/100 (below-average quality), in the Industrials sector.
Mixed Growth: Revenue is growing, but margins or cash flow do not fully confirm the trend.
Pricer AB (publ) reported revenue of 2.1B SEK in FY2025 versus 1.8B SEK in FY2021, a compound +5.0%/yr. Reported net income was 1.3M SEK in FY2025, compounding −64.2%/yr from FY2021.
Key figures
Market cap 652M SEK (≈ $65.8M) Micro · P/E ratio 9.2 · P/S ratio 0.30 · EPS (TTM) kr 0.4300 · Net margin 3.2% · Return on equity 6.4% · Return on assets (EBIT) 3.7% · Operating margin 6.0%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 30 out of 100 (low confidence).
What moves the price
The share trades about 18% below its 52-week high and 48% above its 52-week low, currently above its 200-day average.
For context, the median of 10 Industrials peers we cover trades at −12% fair-value upside, at −38%, PRIC-B screens richer than that median.
Fair Value models
Bearkr 2.20Fair Value kr 2.47Bullkr 2.69
Price kr 3.98 · Upside -37.9%
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above starts from their evidence-weighted blend, not from a single model. In cyclical trough or peak years, after dilution or a stock split it is adjusted afterwards, so it can sit above or below the models. Based on fiscal year 2025 figures (about 10 months old). Earnings retained since then (kr 0.3452 per share) are deliberately not added.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. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Coverage ⓘCoverage = 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.56/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Revenue growth 1 year
−16.0%
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.
−1.8%
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.
+4.1%
Start year 2020 (pandemic). Over 10 years: +9.5% a year
Revenue growth 23 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.
+15.8%
’14
’15
’16
’17
’18
’19
’20
’21
’22
’23
’24
’25
What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
−60.1%
Earnings growth per share plus dividend.
Earnings per share, growth per year−60.1%
Dividend (yield on the price)0.0%
Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.−60.1% vs −32.9%, slowing
Profit margin 2020 to 2025 ⓘ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.9% → 3%
Pace: the 5-year rate starts in 2020 (pandemic)
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).
−13.1%
The company could shrink this much every year for the next five years and today's price would still be justified.
What forecasts expect
n/a
No analyst forecast available.
After inflation (Sweden: IMF forecast 2.0% a year to 2030, 2.9% from 2016 to 2025) that is about −14.8% a year for the price.
Price, fair value, quality and upside side by side.
Free, no sign-up
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.Business Equipment & Supplies · 74 stocks
Beats the industry median on 8/13 measures
Overall it ranks above its industry peers.
Valuation
Quality Score50 · Below median
Fair Value upside−37.9% · Below median
Profitability
Return on equity (12 months)6.4% · Above median
Return on assets0.1% · Below median
Net margin (12 months)3.2% · Below median
Operating margin (12 months)6.0% · Above median
Growth and dividend
Revenue growth (quarter YoY)8.4% · Above median
Balance sheet
Debt / equity0.28× · Highest 25%
Valuation Multiplesvs Business Equipment & Supplies median · lower = cheaper
P/E (12 months)9.2× · Cheapest 25%
P/B0.61× · Cheapest 25%
P/S (12 months)0.30× · Cheapest 25%
Price / free cash flow4.8× · Cheapest 25%
EV/EBITDA4.6× · Cheapest 25%
Strength profile in five axes (Snowflake)
This stockSector peers
VALUE (fair-value potential)0· sector 28
FUTURE (revenue growth)42· sector 28
PAST (return on equity)26· sector 25
HEALTH (low debt)86· sector 98
DIVIDEND (yield)0· sector 52
VALUE 0: the price sits above our fair-value range.
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). "Pricer AB (publ) Fair Value". https://www.fairvalue-calculator.com/stock/PRIC-B
Frequently asked questions
Is Pricer AB (publ) (PRIC-B) overvalued or undervalued?
As of Oct 2, 2026, our model estimates a fair value of kr 2.47 versus a price of kr 3.98, about −38% upside (overvalued).
What is the fair value of PRIC-B?
Our model-based fair value for Pricer AB (publ) is kr 2.47 (as of Oct 2, 2026), built from audited fundamentals. The current price: kr 3.98.
What is the quality score of PRIC-B?
Pricer AB (publ) has a Quality Score of 50/100. 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 Pricer AB (publ) (PRIC-B)?
Our model-based price target is the fair value of kr 2.47 (as of Oct 2, 2026) from 24 valuation models. Cautious scenario kr 2.20, optimistic scenario kr 2.69. It is a calculation from audited fundamentals, not an analyst target.
What is the Pricer AB (publ) stock forecast for 2026?
Our models put fair value at kr 2.47, about −38% upside versus a price of kr 3.98 (overvalued). Cautious scenario kr 2.20, optimistic scenario kr 2.69. The calculation is refreshed regularly with new filings.
What is the revenue of Pricer AB (publ) (PRIC-B)?
Pricer AB (publ) reported trailing-twelve-month revenue of about 2.1B SEK (latest available figure, as of Oct 2, 2026).
What growth is priced into Pricer AB (publ) (PRIC-B)?
For today's price to be fair in a discounted-cash-flow model, Pricer AB (publ) would have to grow free cash flow by -13.1 % per year for five years (discount rate 11.8 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +4.1 % per year. As of Oct 2, 2026.
What discount rate (WACC) does the fair value of PRIC-B use?
Our models discount Pricer AB (publ) at 11.8 %: a base by market capitalisation (micro), damped by beta 0.78, 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 Pricer AB (publ) that is -13.1 % per year a year over ten years, using the same discount rate (11.8 %) and the same formula as our fair value.
How much growth has Pricer AB (publ) (PRIC-B) delivered so far?
Over the past 5 years revenue at Pricer AB (publ) grew +4.1 % a year. The price currently implies -13.1 % 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 Pricer AB (publ) (PRIC-B) growing?
The median revenue growth in the sector is +7.5 % a year. That is the yardstick for the growth priced into Pricer AB (publ) (-13.1 % 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 Pricer AB (publ) (PRIC-B)?
The free-cash-flow yield on the price is 20.89 %: that much free cash flow Pricer AB (publ) produces per unit of market value. When it exceeds the discount rate of our models (11.8 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Pricer AB (publ) (PRIC-B)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Pricer AB (publ) it is kr 2.47 per share (as of Oct 2, 2026), against a price of kr 3.98. It is the blended result of 24 valuation models (cash flow, earnings, asset, dividend).
Is Pricer AB (publ) stock overvalued or undervalued in 2026?
As of Oct 2, 2026, PRIC-B trades above its calculated fair value: price kr 3.98, fair value kr 2.47, a gap of about −38% (overvalued). 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 PRIC-B?
No. The price is what the market pays today (kr 3.98); the fair value is what the company's own numbers justify (kr 2.47). For Pricer AB (publ) the two are kr 1.51 per share apart. That gap is exactly why we show both numbers side by side.
How much is Pricer AB (publ) worth?
The market values Pricer AB (publ) at about 652M SEK (market capitalisation, as of Oct 2, 2026). Per share that is kr 3.98; our models calculate a fair value of kr 2.47 per share.
What do the bullish and bearish scenarios say about PRIC-B?
Our models span a range for Pricer AB (publ): cautious scenario kr 2.20, base kr 2.47, optimistic kr 2.69 per share (as of Oct 2, 2026, price kr 3.98). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of PRIC-B?
Pricer AB (publ) trades at a price-to-earnings ratio of 9.2 (as of Oct 2, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of kr 2.47 is built from several models across several years. Excluding one-off items of fiscal year 2025 it is 276.0 (reported for FY2025: 503.2). Other multiples: P/B 0.6, P/S 0.3, EV/EBITDA 4.6.
How solid is the balance sheet of Pricer AB (publ) (PRIC-B)?
Balance-sheet figures for Pricer AB (publ) (as of Oct 2, 2026): return on equity 6.4%, debt of 0.28 per unit of equity. They feed the Quality Score of 50/100, which measures business quality independently of the share price.
How far is PRIC-B from its 52-week high?
Pricer AB (publ) trades at kr 3.98, about 18% below its 52-week high of kr 4.84 and 48% above the low of kr 2.68 (as of Oct 19, 2026). Distance from the high says nothing about value: that is what the fair value of kr 2.47 is for.
Which stocks are comparable to Pricer AB (publ)?
From the same area (Industrials) we also value GRG Banking Equipment Co, Shanghai M&G Stationery Inc, Crane NXT, Co, XGD 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 Pricer AB (publ) stock attractive at the current price?
The data as of Oct 2, 2026: price kr 3.98, calculated fair value kr 2.47 (−38%), Quality Score 50/100, from 24 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 PRIC-B calculated?
We run Pricer AB (publ) through 24 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 2.47, 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 13.9 % above its aggregate fair value. Pricer AB (publ) itself currently trades above fair value. 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 Pricer AB (publ) (PRIC-B)?
The closing price on Oct 19, 2026 was kr 3.98. Our model-based fair value is kr 2.47, about −38% upside (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Pricer AB (publ) right now?
The price sits above even our optimistic bull case (kr 2.69). The favourable scenario is already priced in. The large gap to fair value rests on thin data (low evidence): fewer applicable models and a shorter history. Read it with extra caution. Solid but not exceptional quality (50/100) and above fair value, neither a clear bargain nor a standout compounder.
Where does the earnings growth of Pricer AB (publ) (PRIC-B) come from?
Earnings per share at Pricer AB (publ) grew −0.6 % a year from 2015 to 2025. Broken into its drivers: revenue per share +7.7 %, EBIT margin −2.8 %, tax rate +0.7 %, residual (interest, one-offs) −5.7 %. The four rates multiply to the earnings growth rate, they do not add up. Start and end are three-year averages so a single exceptional year does not distort the result.
Key figures of Pricer AB (publ)
How large is the market capitalisation of Pricer AB (publ) (PRIC-B)?
The market capitalisation of Pricer AB (publ) is 652M SEK (≈ $65.8M). 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 Pricer AB (publ) (PRIC-B)?
The price-to-sales ratio of Pricer AB (publ) is 0.30 (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 Pricer AB (publ) (PRIC-B)?
Earnings per share at Pricer AB (publ) are kr 0.4300 (price ÷ EPS = P/E 9.2). Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Pricer AB (publ) (PRIC-B)?
The net margin of Pricer AB (publ) is 3.2% (last twelve months). 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 Pricer AB (publ) (PRIC-B)?
The return on equity (ROE) of Pricer AB (publ) is 6.4% (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 Pricer AB (publ) (PRIC-B)?
On an EBIT basis the return on assets of Pricer AB (publ) is 3.7% (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 Pricer AB (publ) (PRIC-B)?
The operating margin of Pricer AB (publ) is 6.0% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Pricer AB (publ) (PRIC-B)?
Revenue at Pricer AB (publ) is growing +8.4% versus a year earlier (3y avg −1.8%). 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 Pricer AB (publ) (PRIC-B)?
Earnings per share at Pricer AB (publ) are growing −67.1% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Pricer AB (publ) (PRIC-B) carry?
The net debt of Pricer AB (publ) is 43.8M SEK (fiscal year 2025, ≈ 0.3 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
Free · no account needed
Watch Pricer AB (publ) in the live analysis
One click puts Pricer AB (publ) on your watchlist: fair value and trend at a glance, plus comparison, the diversification check and the 28,000+ stock screener.
Thin data
Oct 2, 2026