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Pricer AB
(PRIC.B)
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Rating:63Neutral
Price Target:
kr5.00
▲(11.61% Upside)
Action:Reiterated
Date:07/17/26
The score is driven primarily by mixed financial performance—strong growth and a solid balance sheet but thin, volatile profitability and uneven cash conversion. Technicals add support from a clear uptrend, though momentum looks overextended. The earnings call meaningfully improves the outlook with tangible margin and order-intake recovery and strong liquidity, while valuation remains a key headwind due to the high P/E and lack of dividend yield.
Positive Factors
Recurring SaaS expansion
Pricer Plaza adds recurring subscription revenue and deepens customer relationships beyond initial hardware deployments. Continued store additions can improve revenue visibility, raise software mix, and support a more scalable business model.
Negative Factors
Thin and volatile profitability
Despite recent recovery, the low earnings base and history of large profit swings show limited margin resilience. Volatility in demand, product mix, and project execution could prevent strong revenue growth from translating consistently into shareholder returns.
Read all positive and negative factors
Positive Factors
Negative Factors
Recurring SaaS expansion
Pricer Plaza adds recurring subscription revenue and deepens customer relationships beyond initial hardware deployments. Continued store additions can improve revenue visibility, raise software mix, and support a more scalable business model.
Read all positive factors
Pricer AB (PRIC.B) vs. iShares MSCI Sweden ETF (EWD)
Market Cap
kr694.47M
Dividend YieldN/A
Average Volume (3M)344.89K
Price to Earnings (P/E)10.0
Beta (1Y)0.39
Revenue Growth-3.41%
EPS Growth106.29%
CountrySE
Employees181
SectorIndustrials
Sector Strength72
IndustryBusiness Equipment & Supplies
Share Statistics
EPS (TTM)0.43
Shares Outstanding163,950,870
10 Day Avg. Volume222,011
30 Day Avg. Volume344,893
Financial Highlights & Ratios
PEG Ratio-5.30
Price to Book (P/B)0.64
Price to Sales (P/S)0.32
P/FCF Ratio5.00
Enterprise Value/Market CapN/A
Enterprise Value/RevenueN/A
Enterprise Value/Gross ProfitN/A
Enterprise Value/EbitdaN/A
Forecast
1Y Price TargetN/A
Price Target UpsideN/A
Rating ConsensusN/A
Number of Analyst Covering0
EPS Forecast (FY)0.28
Revenue Forecast (FY)kr2.09B
Pricer AB Business Overview & Revenue Model
Company Description
Founded in 1991 and based in Stockholm, Sweden, Pricer AB (publ) specializes in the creation of electronic shelf labels (ESLs). The company operates internationally, with a significant presence in countries like Sweden, France, Italy, the United S...
How the Company Makes Money
Pricer makes money primarily by selling electronic shelf label (ESL) systems and associated software and services to retailers (often via integrators/partners). Key revenue streams typically include: (1) Hardware sales: revenue from ESL tags/label...
Pricer AB Earnings Call Summary
Earnings Call Date:Jul 16, 2026
(Q2-2026)
| % Change Since: |
Next Earnings Date:Oct 22, 2026
Earnings Call Sentiment Positive
The call presents a clear turnaround: multiple financial improvements (sales growth, 13% order intake growth, strong gross margin up to 28.1%, adjusted EBIT margin 7.1%), solid cash/liquidity and promising product traction (Pricer Plaza growth, Avenue pilot uplift, and a productive AI platform). Key risks noted include elevated inventory, margin sustainability driven by mix and logistics timing, cautious timing for Avenue scale, and concentration on large customers which creates timing risk. Overall the positives (broad financial recovery, SaaS momentum, innovation wins) materially outweigh the manageable operational and timing challenges.Positive Updates
Revenue Growth
Net sales grew 8.5% year-over-year (9.9% ex-currency). This quarter is the first since 2024 with growth in both net sales and order intake.
Negative Updates
Elevated Inventory Levels
Inventory increased by more than SEK 100 million in H1 to support upcoming sales; higher-than-normal inventory ties up capital and is expected to be drawn down during the rest of the year.
Read all updates
Q2-2026 Updates
Positive
Negative
Revenue Growth
Net sales grew 8.5% year-over-year (9.9% ex-currency). This quarter is the first since 2024 with growth in both net sales and order intake.
Read all positive updates
Company Guidance
Management guided that recent momentum should continue: Q2 net sales rose 8.5% (9.9% ex-currency) with order intake up 13% to SEK 568m, Pricer Plaza net sales +35% q/q after adding >500 stores in Q2 and >1,000 in H1 (installed base ~7,000 stores), gross margin hit 28.1% (vs 19% in Q2 LY) and adjusted EBIT margin was 7.1% (adjusted EBIT SEK 34.5m vs −2.8% LY); Sobeys deployments began in May and will be delivered over six quarters, Avenue showed A/B test uplifts (43% faster promo identification, 90% shopper interest, +2.2% sales overall, up to 3.8% with imagery and ~5% with brand logo) but management does not expect meaningful Avenue volumes this year and is cautiously optimistic for next year, inventory rose >SEK 100m in H1 but is expected to fall during the rest of the year, the company recorded a SEK 9m one‑off in Q2 that yields SEK 17m annual savings from July 1, cash was SEK 336m (net cash SEK 36m) with an unused revolving credit of SEK 150m (total available ≈ SEK 0.5bn), and Pricer.AI has increased development capacity by up to 10x.Pricer AB Financial Statement Overview
Summary
Income Statement
56
Neutral
Balance Sheet
68
Positive
Cash Flow
54
Neutral
| Breakdown | TTM | Dec 2025 | Dec 2024 | Dec 2023 | Dec 2022 | Dec 2021 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 2.15B | 2.15B | 2.56B | 2.68B | 2.27B | 1.77B |
| Gross Profit | 528.30M | 476.60M | 563.20M | 454.63M | 375.01M | 394.72M |
| EBITDA | 196.40M | 131.00M | 268.90M | 73.54M | 86.27M | 156.72M |
| Net Income | 69.30M | 1.30M | 131.90M | -48.26M | 4.80M | 79.13M |
Balance Sheet | ||||||
| Total Assets | 2.15B | 2.10B | 2.38B | 2.01B | 2.04B | 1.73B |
| Cash, Cash Equivalents and Short-Term Investments | 336.30M | 308.10M | 489.20M | 255.56M | 217.48M | 16.55M |
| Total Debt | 343.00M | 351.90M | 597.60M | 259.25M | 268.06M | 148.33M |
| Total Liabilities | 1.03B | 1.03B | 1.27B | 1.05B | 1.31B | 933.81M |
| Stockholders Equity | 1.11B | 1.07B | 1.12B | 957.18M | 732.20M | 796.87M |
Cash Flow | ||||||
| Free Cash Flow | 121.20M | 136.20M | -26.20M | -206.77M | 194.97M | -241.54M |
| Operating Cash Flow | 173.40M | 160.00M | 58.00M | -115.97M | 282.71M | -174.70M |
| Investing Cash Flow | -74.40M | -64.70M | -84.20M | -90.81M | -87.74M | -66.84M |
| Financing Cash Flow | -12.10M | -262.30M | 245.20M | 251.06M | 3.84M | -8.73M |
Pricer AB Technical Analysis
Positive
4.48
Price Trends
3.93
Positive
3.73
Positive
3.72
Positive
Market Momentum
0.05
Positive
51.48
Neutral
25.64
Neutral
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For SE:PRIC.B, the sentiment is Positive. The current price of 4.48 is above the 20-day moving average (MA) of 4.42, above the 50-day MA of 3.93, and above the 200-day MA of 3.72, indicating a neutral trend. The MACD of 0.05 indicates Positive momentum. The RSI at 51.48 is Neutral, neither overbought nor oversold. The STOCH value of 25.64 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for SE:PRIC.B.
Pricer AB Peers Comparison
UnderperformOutperform
Sector (63)
SE:PRIC.B
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4.25
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-10.99%
SE:NOTE
NOTE AB
152.50
-43.80
-22.31%
Pricer AB Corporate Events
Pricer AB Delivers Profit Turnaround on Rising Margins in First Half 2026
Jul 16, 2026
Pricer AB reported a strong second quarter, with order intake rising to SEK 568.1 million and net sales climbing to SEK 486.4 million, supported by a sharply higher gross margin of 28.1 percent. Operating profit swung from a loss to SEK 25.5 milli...
Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
Disclaimer
This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.