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Upsellon Brands Holdings Ltd (UPSL) fair value: what the stock is really worth

As of Oct 5, 2026: fair value of Upsellon Brands Holdings Ltd ILS 0.17, price ILS 0.99, upside -82.8%, quality 45 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.

  1. Fair value above price? No
  2. Good quality? No
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Technology · Il · ISIN IL0004560129

UB Thin data Oct 4, 2026

Upsellon Brands Holdings Ltd

UPSL · TA

Weakest SetupStrongly overvalued and low quality.

Generates free cash flow
Quality 45/100
Insider activity 40/100
Fair value 0.1700 ILA · Strongly overvalued (−82.8%)
Weak Growth (revenue 3y −10.0 %/yr in ILA)
Loss-making · -16.0% net margin (TTM)
Trails peers (1/10)
Narrow moat 13/100
Thin data
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What runs behind every stock

26 valuation models 8 families, DCF to NCAV 37 quality factors margins, balance sheet, cashflow, debt 6 AI factors moat, what no ratio measures 2,000+ data points verified, per stock, median

69 individual criteria per stock, every one traceable See the method →

Price vs Fair Value

17.55 ILA 0.5210 ILA Fair Value 0.1700 ILA May 2021 Oct 2026

White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Oct 4, 2026.

How to read this chart

60‑month range 0.5210 ILA – 17.55 ILA · fair‑value band 0.1400 ILA – 0.2300 ILA · the 0.9870 ILA price screens above the 0.1700 ILA fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Oct 4, 2026.

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Company profile

Upsellon Brands Holdings Ltd engages in acquisition, marketing, and improvement of private labels, products, and virtual stores that operate under amazon's trading platform in Israel. The company also develops and markets various software products and support services designed for Amazon, as well as consulting and appeal services for amazon accounts.

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Upsellon Brands Holdings Ltd engages in acquisition, marketing, and improvement of private labels, products, and virtual stores that operate under amazon's trading platform in Israel. The company also develops and markets various software products and support services designed for Amazon, as well as consulting and appeal services for amazon accounts. Its private labels include in the field of home and garden products; and operates a virtual store user account that markets a private label in the category of household and kitchen wear in the United States, Mexico, and Canada under the Wayfair brand. In addition, its automated sourcing machine scans products, leads, keywords, and more to create proprietary database; and technology scans and build markets from seed products and key products. Upsellon Brands Holdings Ltd was formerly known as Chiron Refineries Ltd and changed its name to Upsellon Brands Holdings Ltd in January 2020. The company was incorporated in 1993 and is headquartered in Bnei Brak, Israel.

Stock analysis

Upsellon Brands Holdings Ltd (UPSL) currently trades at 0.9870 ILA, while our model-based Fair Value estimate is 0.1700 ILA, 82.8% below the price, so the stock looks overvalued today.

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Valuation

Bull case: the Growth DCF group reads highest at a median of 0.1800 ILA per share, and 0 of the 7 models we run sit above the 0.9870 ILA price.

Bear case: the Asset-Based group reads lowest at 0.1000 ILA, and 7 of the 7 models stay below the price. Evidence for this calculation is low.

Scenario range: 0.1400 ILA (bear) to 0.2300 ILA (bull), the price of 0.9870 ILA 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 45/100 (below-average quality), in the Technology sector.

Weak Growth: Revenue is shrinking: the last year, the last three and the last five years are all negative.

Upsellon Brands Holdings Ltd reported revenue of $12.2M in FY2025 versus $11.3M in FY2021, a compound +2.1%/yr. Reported net income was −$2.0M in FY2025.

Key figures

Market cap 21.1M ILA · P/S ratio 2.10 · EPS (TTM) −0.2500 ILA · Net margin −16.0% · Return on equity −43.5% · Return on assets (EBIT) −12.9% · Operating margin −14.1% · Revenue (TTM) 11.3M ILA.

Competitive moat

Our AI-assisted moat analysis scores the competitive advantage at 43 out of 100 (low confidence).

What moves the price

The share trades about 34% below its 52-week high and 88% above its 52-week low, currently above its 200-day average.

For context, the median of 10 Technology peers we cover trades at 44% fair-value upside, at −83%, UPSL screens richer than that median.

Fair Value models

Bear 0.1400 ILA Fair Value 0.1700 ILA Bull 0.2300 ILA
Price 0.9870 ILA · Upside -82.8%
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. 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. 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.
Highest evidence
FCF DCF 0.1900 ILA 0.2500 ILA 0.3700 ILA 79
Growth DCF 0.1900 ILA 0.2600 ILA 0.3600 ILA 76
5Y Revenue Exit 0.1300 ILA 0.1700 ILA 0.2300 ILA 71
All 7 models by family
DCF Models
FCF DCF 0.1900 ILA 0.2500 ILA 0.3700 ILA 79
5Y Revenue Exit 0.1300 ILA 0.1700 ILA 0.2300 ILA 71
10Y Revenue Exit 0.1500 ILA 0.1800 ILA 0.2200 ILA 66
Multiples
EV/Revenue 0.1000 ILA 0.1400 ILA 0.1800 ILA 51
Asset-Based
NCAV (Graham) 0.0700 ILA 0.1000 ILA 0.1500 ILA 51
Growth DCF
Growth DCF 0.1900 ILA 0.2600 ILA 0.3600 ILA 76
Rev-Margin DCF 0.1300 ILA 0.1800 ILA 0.2300 ILA 71

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Quality Score breakdown

Overall quality 45/100

Of which business quality 48 · Market factors (momentum, volatility) 60

Profitability 40
Margins and returns on capital today
Quality Growth 26
Are margins and returns improving?
Cashflow 47
Earnings quality: real cash, not paper profit
Fin. Strength 49
Balance sheet, leverage, solvency risk
Investment 100
Disciplined investing over empire-building
Low Volatility 49
Calm price path (market factor)
Momentum 59
Price trend over the last 3–12 months (market factor)
52W Momentum 74
Distance to the 52-week high (market factor)
Net Issuance 37
Share count: buybacks or dilution?

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Revenue & earnings trend

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. 6/100
Revenue is shrinking: the last year, the last three and the last five years are all negative.
Revenue growth 1 year
−7.7%
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.
−10.0%
Revenue growth 12 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.
+59.0%
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.
−194.8% (2021) → −14.1% (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).
+43.0%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect
n/a
No analyst forecast available.
After inflation (Israel: IMF forecast 2.1% a year to 2030, 1.7% from 2016 to 2025) that is about +40.1% a year for the price.

UPSL screens overvalued: fair value 83% below the price. Compare with International Business Machines Corporation →

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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.Information Technology Services · 475 stocks

Beats the industry median on 1/9 measures
Overall it trails its industry peers.
Valuation
Quality Score 45 · Bottom 25%
Fair Value upside −82.8% · Bottom 25%
Profitability
Return on assets −14.1% · Bottom 25%
Net margin (TTM) −16.0% · Bottom 25%
Operating margin (TTM) −14.1% · Bottom 25%
Growth and dividend
Revenue growth −16.5% · Bottom 25%

Valuation Multiplesvs Information Technology Services median · lower = cheaper

P/B 2.21× · Pricier than median
P/S (TTM) 0.61× · Cheaper than median
P/FCF 32.1× · Priciest 25%

Context: sector, industry, market

Values & ESG

Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.

None of the checked exposures detected

Similar stocks

10 more Information Technology Services stocks, each showing price versus our Fair Value estimate.

Stock Price Fair Value vs Fair Value
International Business Machines Corporation IBM $219.93 $186.56 −15%
Accenture plc ACN $183.37 $305.06 +66%
Tata Consultancy Services Limited TCS ₹2,082 ₹2,993 +44%
Infosys Limited INFY ₹1,021 ₹1,697 +66%
HCL Technologies Limited HCLTECH ₹1,243 ₹1,926 +55%
Cognizant Technology Solutions Corporation CTSH $58.51 $138.62 +137%
Amadeus IT Group AMS €52.80 €65.98 +25%
Broadridge Financial Solutions, Inc BR $161.15 $159.88 −1%
Fidelity National Information Services, Inc FIS $32.44 $32.72 +1%
CDW Corporation CDW $133.29 $165.54 +24%

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Upsellon Brands Holdings Ltd · Fair Value
0.1700 ILA −83%Fair Value
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Cite: Fair Value Calculator (2026). "Upsellon Brands Holdings Ltd Fair Value". https://www.fairvalue-calculator.com/stock/UPSL

Frequently asked questions

Is Upsellon Brands Holdings Ltd (UPSL) overvalued or undervalued?
As of Oct 4, 2026, our model estimates a fair value of 0.1700 ILA versus a price of 0.9870 ILA, about −83% upside (overvalued).
What is the fair value of UPSL?
Our model-based fair value for Upsellon Brands Holdings Ltd is 0.1700 ILA (as of Oct 4, 2026), built from audited fundamentals. The current price: 0.9870 ILA.
What is the quality score of UPSL?
Upsellon Brands Holdings Ltd has a Quality Score of 45/100. 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 Upsellon Brands Holdings Ltd (UPSL)?
Our model-based price target is the fair value of 0.1700 ILA (as of Oct 4, 2026) from 7 valuation models. Cautious scenario 0.1400 ILA, optimistic scenario 0.2300 ILA. It is a calculation from audited fundamentals, not an analyst target.
What is the Upsellon Brands Holdings Ltd stock forecast for 2026?
Our models put fair value at 0.1700 ILA, about −83% upside versus a price of 0.9870 ILA (overvalued). Cautious scenario 0.1400 ILA, optimistic scenario 0.2300 ILA. The calculation is refreshed regularly with new filings.
What is the revenue of Upsellon Brands Holdings Ltd (UPSL)?
Upsellon Brands Holdings Ltd reported trailing-twelve-month revenue of about 11.3M ILS (latest available figure, as of Oct 4, 2026).
What growth is priced into Upsellon Brands Holdings Ltd (UPSL)?
For today's price to be fair in a discounted-cash-flow model, Upsellon Brands Holdings Ltd would have to grow free cash flow by +43.0 % per year for five years (discount rate 10.2 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 8 years revenue grew +112.0 % per year. As of Oct 4, 2026.
What discount rate (WACC) does the fair value of UPSL use?
Our models discount Upsellon Brands Holdings Ltd at 10.2 %: a base by market capitalisation (nano), damped by beta 0.53, country premium for Israel. 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 Upsellon Brands Holdings Ltd that is +43.0 % per year a year over ten years, using the same discount rate (10.2 %) and the same formula as our fair value.
How much growth has Upsellon Brands Holdings Ltd (UPSL) delivered so far?
Over the past 8 years revenue at Upsellon Brands Holdings Ltd grew +112.0 % a year. The price currently implies +43.0 % 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 Upsellon Brands Holdings Ltd (UPSL) growing?
The median revenue growth in the sector is +10.4 % a year. That is the yardstick for the growth priced into Upsellon Brands Holdings Ltd (+43.0 % 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 Upsellon Brands Holdings Ltd (UPSL)?
The free-cash-flow yield on the price is 1.02 %: that much free cash flow Upsellon Brands Holdings Ltd produces per unit of market value. When it exceeds the discount rate of our models (10.2 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Upsellon Brands Holdings Ltd (UPSL)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Upsellon Brands Holdings Ltd it is 0.1700 ILA per share (as of Oct 4, 2026), against a price of 0.9870 ILA. It is the blended result of 7 valuation models (cash flow, earnings, asset, dividend).
Is Upsellon Brands Holdings Ltd stock overvalued or undervalued in 2026?
As of Oct 4, 2026, UPSL trades above its calculated fair value: price 0.9870 ILA, fair value 0.1700 ILA, a gap of about −83% (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 UPSL?
No. The price is what the market pays today (0.9870 ILA); the fair value is what the company's own numbers justify (0.1700 ILA). For Upsellon Brands Holdings Ltd the two are 0.8170 ILA per share apart. That gap is exactly why we show both numbers side by side.
How much is Upsellon Brands Holdings Ltd worth?
The market values Upsellon Brands Holdings Ltd at about 21.1M ILA (market capitalisation, as of Oct 4, 2026). Per share that is 0.9870 ILA; our models calculate a fair value of 0.1700 ILA per share.
What do the bullish and bearish scenarios say about UPSL?
Our models span a range for Upsellon Brands Holdings Ltd: cautious scenario 0.1400 ILA, base 0.1700 ILA, optimistic 0.2300 ILA per share (as of Oct 4, 2026, price 0.9870 ILA). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Upsellon Brands Holdings Ltd (UPSL)?
Balance-sheet figures for Upsellon Brands Holdings Ltd (as of Oct 4, 2026): return on equity −43.5%. They feed the Quality Score of 45/100, which measures business quality independently of the share price.
How far is UPSL from its 52-week high?
Upsellon Brands Holdings Ltd trades at 0.9870 ILA, about 34% below its 52-week high of 1.51 ILA and 88% above the low of 0.5250 ILA (as of Oct 5, 2026). Distance from the high says nothing about value: that is what the fair value of 0.1700 ILA is for.
Which stocks are comparable to Upsellon Brands Holdings Ltd?
From the same area (Technology) we also value International Business Machines Corporation, Accenture plc, Tata Consultancy Services Limited, Infosys Limited, 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 Upsellon Brands Holdings Ltd stock attractive at the current price?
The data as of Oct 4, 2026: price 0.9870 ILA, calculated fair value 0.1700 ILA (−83%), Quality Score 45/100, from 7 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 UPSL calculated?
We run Upsellon Brands Holdings Ltd through 7 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 0.1700 ILA, 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 15.0 % above its aggregate fair value. Upsellon Brands Holdings Ltd 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 Upsellon Brands Holdings Ltd (UPSL)?
The closing price on Oct 5, 2026 was 0.9870 ILA. Our model-based fair value is 0.1700 ILA, about −83% upside (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Upsellon Brands Holdings Ltd right now?
The price sits above even our optimistic bull case (0.2300 ILA). 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 (45/100) and above fair value, neither a clear bargain nor a standout compounder.

Key figures of Upsellon Brands Holdings Ltd

How large is the market capitalisation of Upsellon Brands Holdings Ltd (UPSL)?
The market capitalisation of Upsellon Brands Holdings Ltd is 21.1M ILA. 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 Upsellon Brands Holdings Ltd (UPSL)?
The price-to-sales ratio of Upsellon Brands Holdings Ltd is 2.10 (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 Upsellon Brands Holdings Ltd (UPSL)?
Earnings per share at Upsellon Brands Holdings Ltd are −0.2500 ILA. Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Upsellon Brands Holdings Ltd (UPSL)?
The net margin of Upsellon Brands Holdings Ltd is −16.0% (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 Upsellon Brands Holdings Ltd (UPSL)?
The return on equity (ROE) of Upsellon Brands Holdings Ltd is −43.5% (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 Upsellon Brands Holdings Ltd (UPSL)?
On an EBIT basis the return on assets of Upsellon Brands Holdings Ltd is −12.9% (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 Upsellon Brands Holdings Ltd (UPSL)?
The operating margin of Upsellon Brands Holdings Ltd is −14.1% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Upsellon Brands Holdings Ltd (UPSL)?
Revenue at Upsellon Brands Holdings Ltd is growing −16.5% versus a year earlier (3y avg −10.0%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How much net debt does Upsellon Brands Holdings Ltd (UPSL) carry?
The net debt of Upsellon Brands Holdings Ltd is 762K ILA (fiscal year 2025, ≈ 3.5 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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