Rugvista Group AB (RUG) fair value: what the stock is really worth
As of Sep 24, 2026: fair value of Rugvista Group AB SEK 53.87, price SEK 67.50, upside -20.2%, quality 66 out of 100. Calculated from audited financials with 26 valuation models and 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 24, 2026.
How to read this chart
60‑month range kr 26.53 – kr 142.27 · fair‑value band kr 41.85 – kr 68.42 · the kr 67.50 price screens above the kr 53.87 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Sep 24, 2026.
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RugVista Group AB (publ) operates direct-to-consumer online platforms for carpet and rug sales in Sweden, Germany, Austria, Switzerland, and internationally. The company offers carpets and rugs under the RugVista and CarpetVista brands. It also provides rug accessories, including anti-slip articles and stain removers.
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RugVista Group AB (publ) operates direct-to-consumer online platforms for carpet and rug sales in Sweden, Germany, Austria, Switzerland, and internationally. The company offers carpets and rugs under the RugVista and CarpetVista brands. It also provides rug accessories, including anti-slip articles and stain removers. The company was founded in 2005 and is headquartered in Malmö, Sweden.
Stock analysis
Rugvista Group AB (RUG) currently trades at kr 67.50, while our model-based Fair Value estimate is kr 53.87, implying the stock looks roughly 25.3% overvalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of kr 61.90 per share, and 7 of the 24 models we run sit above the kr 67.50 price.
Bear case: the Asset-Based group reads lowest at kr 19.13, and 17 of the 24 models stay below the price. Evidence for this calculation is high.
Scenario range: kr 41.85 (bear) to kr 68.42 (bull), the price of kr 67.50 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 66/100 (solid quality), in the Consumer Cyclical sector.
Mixed Growth: Revenue is growing, but margins or cash flow do not fully confirm the trend.
Rugvista Group AB reported revenue of 784M SEK in FY2025 versus 705M SEK in FY2021, a compound +2.7%/yr. Reported net income was 62.5M SEK in FY2025, compounding −11.1%/yr from FY2021.
Key figures
Market cap 1.4B SEK (≈ $141M) · P/E ratio 23.9 · P/S ratio 1.91 · EPS (TTM) kr 2.82 · Dividend yield 2.2% · Net margin 8.0% · Return on equity 9.9% · Return on assets (EBIT) 11.8%.
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 14% below its 52-week high and 33% above its 52-week low, currently above its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at −22% fair-value upside, at −20%, RUG screens cheaper than that median.
Fair Value models
Bear kr 41.85Fair Value kr 53.87Bull kr 68.42
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. Based on fiscal year 2025 figures (about 9 months old). Earnings retained since then (kr 0.9692 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.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.73/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Revenue growth 1 year
+12.9%
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.
+7.1%
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.
+6.9%
Start year 2020 (pandemic)
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.
+11.4%
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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.
−2.6%
Earnings growth per share plus dividend.
Earnings per share, growth per year−4.8%
Dividend (yield on the price)2.2%
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.18% → 11%
Growth Forecast
A lot of optimism in the price
The price assumes more growth than the company has delivered so far and more than analysts expect.
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).
+13.3%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
+7.8%
Yearly sales growth analysts expect, extended to five years.
After inflation (Sweden: IMF forecast 2.0% a year to 2030, 2.9% from 2016 to 2025) that is about +11.1% a year for the price and +5.7% for the forecasts.
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.Home Improvement Retail · 34 stocks
Beats the industry median on 6/13 measures
A mixed picture versus its industry peers.
Valuation
Quality Score66 · Above median
Fair Value upside−22% · Below median
Profitability
Return on equity (TTM)10% · Above median
Return on assets6% · Top 25%
Net margin (TTM)7% · Top 25%
Operating margin (TTM)11% · Top 25%
Growth and dividend
Revenue growth8% · Top 25%
Dividend yield (TTM)2.2% · Bottom 25%
Valuation Multiplesvs Home Improvement Retail 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). "Rugvista Group AB Fair Value". https://www.fairvalue-calculator.com/stock/RUG
Frequently asked questions
Is Rugvista Group AB (RUG) overvalued or undervalued?
As of Sep 24, 2026, our model estimates a fair value of kr 53.87 versus a price of kr 67.50, about −20% upside (overvalued).
What is the fair value of RUG?
Our model-based fair value for Rugvista Group AB is kr 53.87 (as of Sep 24, 2026), built from audited fundamentals. The current price: kr 67.50.
What is the quality score of RUG?
Rugvista Group AB has a Quality Score of 66/100. 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 Rugvista Group AB (RUG)?
Our model-based price target is the fair value of kr 53.87 (as of Sep 24, 2026) from 24 valuation models. Cautious scenario kr 41.85, optimistic scenario kr 68.42. It is a calculation from audited fundamentals, not an analyst target.
What is the Rugvista Group AB stock forecast for 2026?
Our models put fair value at kr 53.87, about −20% upside versus a price of kr 67.50 (overvalued). Cautious scenario kr 41.85, optimistic scenario kr 68.42. The calculation is refreshed regularly with new filings.
What is the revenue of Rugvista Group AB (RUG)?
Rugvista Group AB reported trailing-twelve-month revenue of about 799M SEK (latest available figure, as of Sep 24, 2026).
Does Rugvista Group AB pay a dividend?
Rugvista Group AB currently shows a dividend yield of about 2.22% relative to its recent price (as of Sep 24, 2026).
What growth is priced into Rugvista Group AB (RUG)?
For today's price to be fair in a discounted-cash-flow model, Rugvista Group AB would have to grow free cash flow by +13.3 % per year for five years (discount rate 13.6 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +6.9 % per year. As of Sep 24, 2026.
What discount rate (WACC) does the fair value of RUG use?
Our models discount Rugvista Group AB at 13.6 %: a base by market capitalisation (micro), damped by beta 1.36, 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 Rugvista Group AB that is +13.3 % per year a year over ten years, using the same discount rate (13.6 %) and the same formula as our fair value.
How much growth has Rugvista Group AB (RUG) delivered so far?
Over the past 5 years revenue at Rugvista Group AB grew +6.9 % a year. The price currently implies +13.3 % 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 Rugvista Group AB (RUG) growing?
The median revenue growth in the sector is +2.6 % a year. That is the yardstick for the growth priced into Rugvista Group AB (+13.3 % 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 Rugvista Group AB (RUG)?
The free-cash-flow yield on the price is 5.36 %: that much free cash flow Rugvista Group AB produces per unit of market value. When it exceeds the discount rate of our models (13.6 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Rugvista Group AB (RUG)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Rugvista Group AB it is kr 53.87 per share (as of Sep 24, 2026), against a price of kr 67.50. It is the blended result of 24 valuation models (cash flow, earnings, asset, dividend).
Is Rugvista Group AB stock overvalued or undervalued in 2026?
As of Sep 24, 2026, RUG trades above its calculated fair value: price kr 67.50, fair value kr 53.87, a gap of about −20% (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 RUG?
No. The price is what the market pays today (kr 67.50); the fair value is what the company's own numbers justify (kr 53.87). For Rugvista Group AB the two are kr 13.63 per share apart. That gap is exactly why we show both numbers side by side.
How much is Rugvista Group AB worth?
The market values Rugvista Group AB at about 1.4B SEK (market capitalisation, as of Sep 24, 2026). Per share that is kr 67.50; our models calculate a fair value of kr 53.87 per share.
What do the bullish and bearish scenarios say about RUG?
Our models span a range for Rugvista Group AB: cautious scenario kr 41.85, base kr 53.87, optimistic kr 68.42 per share (as of Sep 24, 2026, price kr 67.50). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of RUG?
Rugvista Group AB trades at a price-to-earnings ratio of 23.9 (as of Sep 24, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of kr 53.87 is built from several models across several years. Other multiples: P/B 2.4, P/S 1.8, EV/EBITDA 12.8.
How solid is the balance sheet of Rugvista Group AB (RUG)?
Balance-sheet figures for Rugvista Group AB (as of Sep 24, 2026): return on equity 9.9%. They feed the Quality Score of 66/100, which measures business quality independently of the share price.
How far is RUG from its 52-week high?
Rugvista Group AB trades at kr 67.50, about 14% below its 52-week high of kr 78.57 and 33% above the low of kr 50.69 (as of Sep 24, 2026). Distance from the high says nothing about value: that is what the fair value of kr 53.87 is for.
Which stocks are comparable to Rugvista Group AB?
From the same area (Consumer Cyclical) we also value The Home Depot, Inc, Lowe's Companies, Inc, Wesfarmers Limited, Floor & Decor Holdings, 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 Rugvista Group AB stock attractive at the current price?
The data as of Sep 24, 2026: price kr 67.50, calculated fair value kr 53.87 (−20%), Quality Score 66/100, 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 RUG calculated?
We run Rugvista Group AB 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 53.87, 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 13.0 % above its aggregate fair value. Rugvista Group AB 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 Rugvista Group AB (RUG)?
The closing price on Sep 24, 2026 was kr 67.50. Our model-based fair value is kr 53.87, about −20% upside (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Rugvista Group AB right now?
Solid but not exceptional quality (66/100) and above fair value, neither a clear bargain nor a standout compounder. The price sits in the upper half of our model range, so the margin of safety is thin. The data supports the verdict: every model runs on fully documented inputs.
Key figures of Rugvista Group AB
How large is the market capitalisation of Rugvista Group AB (RUG)?
The market capitalisation of Rugvista Group AB is 1.4B SEK (≈ $141M). 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 Rugvista Group AB (RUG)?
The price-to-sales ratio of Rugvista Group AB is 1.91 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Rugvista Group AB (RUG)?
Earnings per share at Rugvista Group AB are kr 2.82 (price ÷ EPS = P/E 23.9). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Rugvista Group AB (RUG)?
The dividend yield of Rugvista Group AB is 2.2% (payout 53.2%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Rugvista Group AB (RUG)?
The net margin of Rugvista Group AB is 8.0% (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 Rugvista Group AB (RUG)?
The return on equity (ROE) of Rugvista Group AB is 9.9% (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 Rugvista Group AB (RUG)?
On an EBIT basis the return on assets of Rugvista Group AB is 11.8% (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 Rugvista Group AB (RUG)?
The operating margin of Rugvista Group AB is 11.3% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Rugvista Group AB (RUG)?
Revenue at Rugvista Group AB is growing +7.6% versus a year earlier (3y avg +7.1%). 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 Rugvista Group AB (RUG)?
Earnings per share at Rugvista Group AB are growing −17.6% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Rugvista Group AB (RUG) carry?
The net debt of Rugvista Group AB is 2.6M SEK (fiscal year 2025, ≈ 0.0 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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