Rusta AB (publ) (RUSTA) fair value: what the stock is really worth
As of Sep 23, 2026: fair value of Rusta AB (publ) SEK 77.68, price SEK 75.80, upside +2.5%, quality 65 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
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Rusta AB (publ) engages in the retail of products in home decoration, consumables, seasonal products, leisure, and Do It Yourself (DIY) categories in Sweden, Norway, Finland, and Germany.
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Rusta AB (publ) engages in the retail of products in home decoration, consumables, seasonal products, leisure, and Do It Yourself (DIY) categories in Sweden, Norway, Finland, and Germany. The company offers home and interior design products, such as furniture and interior design, textile, carpet, lighting, domestic appliance, bathroom, ornamentation, domestic science, clear out, bathroom, and curtain and accessory products; and do it yourself products, including interior paint, foreign goal, electricity and air, flooring material, tool, car accessory, move and store, wallpapering and wallpaper, supply, and acoustic panel products. It also provides leisure products comprising travelling, pet, home electronic, food and drink, fitness, outdoor activity, toy, clothing, and gift-wrapping products; and beauty and health products consisting of body and hair care, accessory, oral care, fragrance, and facial and skin care products. In addition, the company offers garden products, including grill and grill accessory, cultivation and breeding, marquee, pergola and pavilion, glass railing and accessory, garden furniture cushion, garden and outdoor furniture, garden decoration and yard décor, summer game, awning, swimming pool, trampoline and accessory, outdoor light and heater, beach and picnic, flower, and plant products. The company sells its products through stores and online. Rusta AB (publ) was incorporated in 1986 and is headquartered in Upplands Väsby, Sweden.
Stock analysis
Rusta AB (publ) (RUSTA) currently trades at kr 75.80, while our model-based Fair Value estimate is kr 77.68, implying the stock looks roughly 2.4% fairly valued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of kr 103.71 per share, and 15 of the 26 models we run sit above the kr 75.80 price.
Bear case: the Asset-Based group reads lowest at kr 9.49, and 11 of the 26 models stay below the price. Evidence for this calculation is high.
Scenario range: kr 49.64 (bear) to kr 98.71 (bull), the price of kr 75.80 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 65/100 (solid quality), in the Consumer Cyclical sector.
Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Rusta AB (publ) reported revenue of 12.6B SEK in FY2026 versus 9.5B SEK in FY2022, a compound +7.3%/yr. Reported net income was 549M SEK in FY2026, compounding −2.8%/yr from FY2022.
Key figures
Market cap 13.1B SEK (≈ $1.3B) · P/E ratio 21.1 · P/S ratio 0.92 · EPS (TTM) kr 3.60 · Dividend yield 2.4% · Net margin 4.4% · Return on equity 28.1% · Return on assets (EBIT) 8.6%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 47 out of 100 (low confidence).
What moves the price
The share trades about 27% below its 52-week high and 27% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 1% fair-value upside, at 2%, RUSTA screens cheaper than that median.
Fair Value models
Bear kr 49.64Fair Value kr 77.68Bull kr 98.71
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 2026 figures (about 5 months old). Earnings retained since then (kr 0.7249 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.81/100
Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Revenue growth 1 year
+6.5%
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.
+7.3%
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.
+7.9%
Start year 2021 (pandemic)
’21
’22
’23
’24
’25
’26
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.
+3.8%
Earnings growth per share plus dividend.
Earnings per share, growth per year+1.4%
Dividend (yield on the price)2.4%
Profit margin 2021 to 2026 ⓘ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.7% → 8%
Growth Forecast
Little optimism in the price
The price assumes less growth than the company has delivered so far and less 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).
−1.5%
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.
+8.5%
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 −3.4% a year for the price and +6.4% 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.Department Stores · 120 stocks
Beats the industry median on 6/13 measures
A mixed picture versus its industry peers.
Valuation
Quality Score65 · Top 25%
Fair Value upside+3% · Below median
Profitability
Return on equity (TTM)28% · Top 25%
Return on assets6% · Top 25%
Net margin (TTM)4% · Above median
Operating margin (TTM)0% · Bottom 25%
Growth and dividend
Revenue growth5% · Above median
Dividend yield (TTM)2.4% · Above median
Valuation Multiplesvs Department Stores 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). "Rusta AB (publ) Fair Value". https://www.fairvalue-calculator.com/stock/RUSTA
Frequently asked questions
Is Rusta AB (publ) (RUSTA) overvalued or undervalued?
As of Sep 24, 2026, our model estimates a fair value of kr 77.68 versus a price of kr 75.80, about +2% upside (fairly valued).
What is the fair value of RUSTA?
Our model-based fair value for Rusta AB (publ) is kr 77.68 (as of Sep 24, 2026), built from audited fundamentals. The current price: kr 75.80.
What is the quality score of RUSTA?
Rusta AB (publ) has a Quality Score of 65/100. 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 Rusta AB (publ) (RUSTA)?
Our model-based price target is the fair value of kr 77.68 (as of Sep 24, 2026) from 26 valuation models. Cautious scenario kr 49.64, optimistic scenario kr 98.71. It is a calculation from audited fundamentals, not an analyst target.
What is the Rusta AB (publ) stock forecast for 2026?
Our models put fair value at kr 77.68, about +2% upside versus a price of kr 75.80 (fairly valued). Cautious scenario kr 49.64, optimistic scenario kr 98.71. The calculation is refreshed regularly with new filings.
What is the revenue of Rusta AB (publ) (RUSTA)?
Rusta AB (publ) reported trailing-twelve-month revenue of about 12.6B SEK (latest available figure, as of Sep 24, 2026).
Does Rusta AB (publ) pay a dividend?
Rusta AB (publ) currently shows a dividend yield of about 2.37% relative to its recent price (as of Sep 24, 2026).
What growth is priced into Rusta AB (publ) (RUSTA)?
For today's price to be fair in a discounted-cash-flow model, Rusta AB (publ) would have to grow free cash flow by -1.5 % per year for five years (discount rate 10.7 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +7.9 % per year. As of Sep 24, 2026.
What discount rate (WACC) does the fair value of RUSTA use?
Our models discount Rusta AB (publ) at 10.7 %: a base by market capitalisation (small), damped by beta 0.90, 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 Rusta AB (publ) that is -1.5 % per year a year over ten years, using the same discount rate (10.7 %) and the same formula as our fair value.
How much growth has Rusta AB (publ) (RUSTA) delivered so far?
Over the past 5 years revenue at Rusta AB (publ) grew +7.9 % a year. The price currently implies -1.5 % 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 Rusta AB (publ) (RUSTA) growing?
The median revenue growth in the sector is +5.4 % a year. That is the yardstick for the growth priced into Rusta AB (publ) (-1.5 % 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 Rusta AB (publ) (RUSTA)?
The free-cash-flow yield on the price is 10.20 %: that much free cash flow Rusta AB (publ) produces per unit of market value. When it exceeds the discount rate of our models (10.7 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Rusta AB (publ) (RUSTA)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Rusta AB (publ) it is kr 77.68 per share (as of Sep 24, 2026), against a price of kr 75.80. It is the blended result of 26 valuation models (cash flow, earnings, asset, dividend).
Is Rusta AB (publ) stock overvalued or undervalued in 2026?
As of Sep 24, 2026, RUSTA trades below its calculated fair value: price kr 75.80, fair value kr 77.68, a gap of about +2% (fairly valued). 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 RUSTA?
No. The price is what the market pays today (kr 75.80); the fair value is what the company's own numbers justify (kr 77.68). For Rusta AB (publ) the two are kr 1.88 per share apart. That gap is exactly why we show both numbers side by side.
How much is Rusta AB (publ) worth?
The market values Rusta AB (publ) at about 13.1B SEK (market capitalisation, as of Sep 24, 2026). Per share that is kr 75.80; our models calculate a fair value of kr 77.68 per share.
What do the bullish and bearish scenarios say about RUSTA?
Our models span a range for Rusta AB (publ): cautious scenario kr 49.64, base kr 77.68, optimistic kr 98.71 per share (as of Sep 24, 2026, price kr 75.80). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of RUSTA?
Rusta AB (publ) trades at a price-to-earnings ratio of 21.1 (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 77.68 is built from several models across several years. Other multiples: P/B 6.1, P/S 1.0, EV/EBITDA 6.6.
How solid is the balance sheet of Rusta AB (publ) (RUSTA)?
Balance-sheet figures for Rusta AB (publ) (as of Sep 24, 2026): return on equity 28.1%. They feed the Quality Score of 65/100, which measures business quality independently of the share price.
How far is RUSTA from its 52-week high?
Rusta AB (publ) trades at kr 75.80, about 27% below its 52-week high of kr 103.80 and 27% above the low of kr 59.60 (as of Sep 23, 2026). Distance from the high says nothing about value: that is what the fair value of kr 77.68 is for.
Which stocks are comparable to Rusta AB (publ)?
From the same area (Consumer Cyclical) we also value Falabella S.A, Dillard's, Inc, 99 Speed Mart Retail Holdings, Cencosud S.A, 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 Rusta AB (publ) stock attractive at the current price?
The data as of Sep 24, 2026: price kr 75.80, calculated fair value kr 77.68 (+2%), Quality Score 65/100, from 26 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 RUSTA calculated?
We run Rusta AB (publ) through 26 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 77.68, 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 14.1 % above its aggregate fair value. Rusta AB (publ) currently trades 2 % 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 is the share price of Rusta AB (publ) (RUSTA)?
The closing price on Sep 23, 2026 was kr 75.80. Our model-based fair value is kr 77.68, about +2% upside (fairly valued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Rusta AB (publ) right now?
The price sits close to our fair value, market and models broadly agree here, little valuation tension. A fairly wide model range (kr 49.64 to kr 98.71) leaves room in how you read the outcome.
Key figures of Rusta AB (publ)
How large is the market capitalisation of Rusta AB (publ) (RUSTA)?
The market capitalisation of Rusta AB (publ) is 13.1B SEK (≈ $1.3B). 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 Rusta AB (publ) (RUSTA)?
The price-to-sales ratio of Rusta AB (publ) is 0.92 (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 Rusta AB (publ) (RUSTA)?
Earnings per share at Rusta AB (publ) are kr 3.60 (price ÷ EPS = P/E 21.1). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Rusta AB (publ) (RUSTA)?
The dividend yield of Rusta AB (publ) is 2.4% (payout 50.0%). 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 Rusta AB (publ) (RUSTA)?
The net margin of Rusta AB (publ) is 4.4% (fiscal year 2026). 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 Rusta AB (publ) (RUSTA)?
The return on equity (ROE) of Rusta AB (publ) is 28.1% (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 Rusta AB (publ) (RUSTA)?
On an EBIT basis the return on assets of Rusta AB (publ) is 8.6% (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.
How fast is revenue growing at Rusta AB (publ) (RUSTA)?
Revenue at Rusta AB (publ) is growing +4.9% versus a year earlier (3y avg +7.3%). 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 Rusta AB (publ) (RUSTA)?
Earnings per share at Rusta AB (publ) are growing +27.6% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Rusta AB (publ) (RUSTA) carry?
The net debt of Rusta AB (publ) is 5.3B SEK (fiscal year 2026, ≈ 4.5 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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