Pricer AB (PRIC.B) AI Stock Analysis

• Market Cap: kr473.87M
• Dividend Yield: N/A
• Average Volume (3M): 344.89K
• Price to Earnings (P/E): 353.7
• Beta (1Y): 0.51
• Revenue Growth: -19.18%
• EPS Growth: -76.85%
• Country: SE
• Employees: 200
• Sector: Industrials
• Sector Strength: 72
• Industry: Business Equipment & Supplies
• EPS (TTM): 0.07
• Shares Outstanding: 163,950,870
• 10 Day Avg. Volume: 222,011
• 30 Day Avg. Volume: 344,893
• PEG Ratio: -5.29
• Price to Book (P/B): 0.64
• Price to Sales (P/S): 0.32
• P/FCF Ratio: 5.00
• Enterprise Value/Market Cap: N/A
• Enterprise Value/Revenue: N/A
• Enterprise Value/Gross Profit: N/A
• Enterprise Value/Ebitda: N/A
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: N/A
• Number of Analyst Covering: 0
• EPS Forecast (FY): 0.47
• Revenue Forecast (FY): kr2.38B

• Rating: 48 Neutral
• Price Target: kr3.00 ▼(-26.11% Downside)
• Action: Reiterated Date: 02/19/26
• Date: Action: Reiterated 02/19/26

The score is held back primarily by sharply weakened profitability and very weak technicals (downtrend with negative momentum), compounded by an extremely high P/E and no stated dividend yield. Partially offsetting these negatives are improved leverage and a strong 2025 cash-flow rebound, plus an earnings call that highlighted improving order momentum and product/customer catalysts, albeit with continued timing and margin uncertainty.

Positive Factors

Installed base & recurring SaaS

A large installed base and growing SaaS footprint create durable recurring revenue and cross‑sell pathways. Having millions of connected ESLs and thousands of Plaza subscribers raises switching costs, supports higher lifetime value, and underpins steady software/license revenue beyond hardware cycles.

Strong cash and balance sheet

Significant available cash and no net debt provide strategic optionality and resilience. This liquidity supports product launches, working capital during procurement cycles, targeted R&D and potential selective M&A, reducing refinancing risk and cushioning cyclicality in retail tech deployments.

Order momentum & major customer wins

Recent meaningful contract wins and book-to-bill above 1 signal strengthening demand and larger institutional customers. Securing national and distributor rollouts expands addressable markets, validates product fit, and creates multi-year deployment pipelines that can scale recurring service and upgrade revenues.

Negative Factors

Thin profitability margins

Margins are modest and sensitive to product mix, inventory actions and pricing. Low adjusted EBIT and near-zero net margins limit reinvestment capacity, make returns vulnerable to margin pressure, and reduce the firm's ability to absorb cost shocks or fund sustained R&D without relying on cash buffers.

Revenue decline and volatile earnings

A material revenue drop and near-collapse in EPS point to inconsistent demand and earnings volatility. Such swings complicate forecasting, impair ROE and investor returns, and mean management must continually reallocate resources to stabilize performance instead of pursuing steady growth initiatives.

Procurement-driven lumpiness & timing risk

The business depends on procurement cycles and large rollouts, producing irregular revenue conversion and long sales/implementation lead times. This structural lumpiness makes cash and revenue timing unpredictable, complicates capacity planning and delays monetization of product innovations like Pricer Avenue.

Pricer AB Business Overview & Revenue Model

Company Description

Pricer AB (PRIC.B) is a Swedish company specializing in electronic shelf labels (ESLs) and in-store digital solutions for the retail sector. The company provides advanced pricing and communication solutions that enhance the shopping experience and streamline operations for retailers. Pricer's core products include ESL systems, digital signage, and software solutions that facilitate dynamic pricing and inventory management, catering primarily to grocery and other retail markets across Europe and beyond.

How the Company Makes Money

Pricer AB generates revenue primarily through the sale and installation of its electronic shelf label systems and related software solutions. The company typically earns income from the initial sale of ESL hardware, ongoing software licensing fees, and maintenance services. Additionally, Pricer benefits from creating long-term partnerships with major retail chains, which can lead to recurring revenue through software updates and system upgrades. The growing demand for automated pricing solutions and enhanced customer experiences in the retail sector further contributes to its earnings, as more retailers seek to adopt digital solutions to remain competitive.

Pricer AB Financial Statement Overview

Summary

Income statement weakness is the main drag (2025 revenue down and net margin near breakeven vs. ~5% in 2024). Offsetting this, the balance sheet is stable with improved leverage (debt-to-equity ~0.36) and cash flow rebounded strongly in 2025 (operating cash flow 160–180m; free cash flow 136m), though cash generation has been uneven historically.

Income Statement

Profitability has deteriorated meaningfully: revenue fell in 2025 (2147.9m vs. 2558.0m in 2024) and earnings collapsed (net margin near breakeven at ~0.1% in 2025 vs. ~5.2% in 2024). While gross margin stayed relatively stable around ~22% in 2024–2025, operating profitability compressed sharply (EBIT margin ~2.4% in 2025). The longer-term record is volatile, including a loss in 2023 and stronger profitability in 2020–2021, pointing to inconsistent earnings power.

Balance Sheet

Leverage looks manageable with debt-to-equity at ~0.36 in 2025 (improved from ~0.54 in 2024), and equity remains a solid funding base (equity ~1.07bn vs. assets ~2.10bn). However, returns to shareholders weakened dramatically in 2025 (return on equity near 0%), reflecting the earnings slump rather than balance sheet strain. Overall, the balance sheet provides stability, but profitability needs to recover to fully support it.

Cash Flow

Cash generation improved sharply in 2025 with positive operating cash flow (160m) and strong free cash flow (136.2m), a major rebound from negative free cash flow in 2024 and 2023. That said, cash flow has been highly uneven over time (notably negative operating/free cash flow in 2021 and 2023), and 2025 cash flow strength stands alongside very weak reported earnings, suggesting working-capital or timing effects could be influencing the year’s cash results.

Breakdown	Dec 2025	Dec 2024	Dec 2023	Dec 2022	Dec 2021
Income Statement
Total Revenue	2.15B	2.56B	2.68B	2.27B	1.77B
Gross Profit	476.60M	563.20M	454.63M	375.01M	394.72M
EBITDA	131.00M	268.90M	73.54M	86.27M	156.72M
Net Income	1.30M	131.90M	-48.26M	4.80M	79.13M
Balance Sheet
Total Assets	2.10B	2.38B	2.01B	2.04B	1.73B
Cash, Cash Equivalents and Short-Term Investments	308.10M	489.20M	255.56M	217.48M	16.55M
Total Debt	388.80M	597.70M	259.25M	268.06M	148.33M
Total Liabilities	1.03B	1.27B	1.05B	1.31B	933.81M
Stockholders Equity	1.07B	1.12B	957.18M	732.20M	796.87M
Cash Flow
Free Cash Flow	136.20M	-26.20M	-206.77M	194.97M	-241.54M
Operating Cash Flow	160.00M	58.00M	-115.97M	282.71M	-174.70M
Investing Cash Flow	-64.70M	-84.20M	-90.81M	-87.74M	-66.84M
Financing Cash Flow	-262.30M	245.20M	251.01M	3.84M	-8.73M

Pricer AB Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 4.06
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Positive
• RSI: Positive
• STOCH: Positive

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For SE:PRIC.B, the sentiment is Negative. The current price of 4.06 is above the 20-day moving average (MA) of 3.38, above the 50-day MA of 3.89, and below the 200-day MA of 4.56, indicating a bearish trend. The MACD of -0.29 indicates Positive momentum. The RSI at 25.57 is Positive, neither overbought nor oversold. The STOCH value of 12.32 is Positive, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for SE:PRIC.B.

Pricer AB Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
Sector *	63 Neutral	$10.79B	15.43	7.44%	2.01%	2.89%	-14.66%
CTEK	55 Neutral	kr990.86M	37.69	-4.53%	―	3.06%	-795.86%
ITAB	53 Neutral	kr3.67B	27.94	5.45%	―	73.48%	-46.74%
ELAN.B	50 Neutral	kr1.77B	-33.49	-3.09%	6.60%	-7.32%	-139.66%
PRIC.B	48 Neutral	kr473.87M	353.66	2.03%	―	-19.18%	-76.85%
WISE	43 Neutral	kr118.25M	-8.40	-29.57%	―	-20.88%	14.14%
TRANS	42 Neutral	kr245.68M	-1.95	0.35%	―	10.36%	-100.68%

Pricer AB Corporate Events

Pricer Loses Carrefour ESL Exclusivity but Targets Growth in Franchise Network

Pricer AB will remain a key partner to Carrefour but lose its status as exclusive supplier of electronic shelf labels in France, after the retailer decided to add another provider of digital in-store solutions. Sales to Carrefour accounted for less than 10% of Pricer’s 2025 net sales and a mid-single-digit share of gross profit, with the company projecting only a low-single-digit contribution in 2026.

Despite the loss of exclusivity, Pricer expects to stay a significant supplier across Carrefour’s more than 1,200 French stores and sees growth potential in the group’s expanding franchise network, which already represented over 70% of Pricer’s 2025 Carrefour-related sales in France, Belgium, and Spain. The renewed partnership also secures continued deployment of Pricer’s next-generation in-store technologies, including multi-color electronic shelf labels, the Pricer Plaza cloud platform, and the new Pricer Avenue powered-rail system, supporting the company’s positioning in advanced retail automation.

The most recent analyst rating on ($SE:PRIC.B) stock is a Hold with a SEK3.50 price target. To see the full list of analyst forecasts on Pricer AB stock, see the SE:PRIC.B Stock Forecast page.

Pricer’s 2025 Profit Slumps as Orders Fall, Dividend Scrapped Despite Stronger Cash Flow

Pricer AB reported a weak fourth quarter and full year 2025, with order intake, net sales and profitability all down sharply from 2024 despite a stable gross margin. In Q4, order intake fell to SEK 581.2 million from SEK 916.1 million and net sales slipped to SEK 572.6 million, pushing the operating margin down to 3.5 percent as lower volumes weighed on earnings. For the full year, order intake dropped to SEK 1,892.1 million and net sales to SEK 2,147.9 million, while operating profit plunged to SEK 50.8 million and net profit to just SEK 1.3 million, prompting the board to propose no dividend; however, cash flow from operating activities improved significantly due to reduced working capital, offering some operational resilience amid weaker demand and thinner margins for shareholders to consider.

The most recent analyst rating on ($SE:PRIC.B) stock is a Hold with a SEK4.00 price target. To see the full list of analyst forecasts on Pricer AB stock, see the SE:PRIC.B Stock Forecast page.

Pricer Secures 140 MSEK Deal to Enhance PLUS Supermarket Chain

Pricer has secured a 140 MSEK order from the Dutch supermarket chain PLUS to upgrade electronic shelf labels in 265 stores. The project, scheduled across 2026 and 2027, will transition PLUS stores to advanced four-color labels, enhancing shelf communication and engagement. This development demonstrates the strong ongoing partnership between the two companies, highlighting Pricer’s sustainability efforts as it buys back three million used labels as part of the process.

The most recent analyst rating on ($SE:PRIC.B) stock is a Hold with a SEK4.00 price target. To see the full list of analyst forecasts on Pricer AB stock, see the SE:PRIC.B Stock Forecast page.