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Pricer AB
(PRIC.B)
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Rating:55Neutral
Price Target:
kr3.50
▼(-13.79% Downside)
Action:Reiterated
Date:05/23/26
Overall score is driven primarily by mixed financial performance: compressed margins and weaker free cash flow offset a manageable leverage profile. Technicals are broadly neutral with limited momentum confirmation, and valuation (P/E 18.32) does not provide a strong upside or downside signal on its own.
Positive Factors
Manageable leverage
A lower debt-to-equity (~0.32) and improvement from prior-year leverage materially reduces refinancing and solvency risk. This balance-sheet flexibility supports multi-store deployments, R&D or working-capital needs and underpins durable operational resilience over months.
Negative Factors
Weak revenue trend
A declining top line signals slower customer rollouts or competitive pressure, which constrains scale benefits. Without renewed order momentum, revenue erosion can persist and limit the company’s ability to leverage fixed costs, slowing margin recovery and investment capacity over the next several months.
Read all positive and negative factors
Positive Factors
Negative Factors
Manageable leverage
A lower debt-to-equity (~0.32) and improvement from prior-year leverage materially reduces refinancing and solvency risk. This balance-sheet flexibility supports multi-store deployments, R&D or working-capital needs and underpins durable operational resilience over months.
Read all positive factors
Pricer AB (PRIC.B) vs. iShares MSCI Sweden ETF (EWD)
Market Cap
kr522.89M
Dividend YieldN/A
Average Volume (3M)344.89K
Price to Earnings (P/E)37.6
Beta (1Y)0.49
Revenue Growth-12.78%
EPS Growth-87.80%
CountrySE
Employees200
SectorIndustrials
Sector Strength72
IndustryHardware, Equipment & Parts
Share Statistics
EPS (TTM)0.09
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)0.11
Revenue Forecast (FY)kr2.26B
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:Feb 05, 2026
(Q4-2025)
| % Change Since: |
Next Earnings Date:Jul 16, 2026
Earnings Call Sentiment Positive
The call conveyed a constructive operational and strategic picture: multiple meaningful customer wins (U.S. and Europe), product innovation (Pricer Avenue and designer tool), a larger SaaS footprint and materially improved cash generation and balance sheet strength. These positives were offset by near-term challenges including a slight YoY sales decline in Q4 (flat in constant currency), a 1.5 percentage-point gross margin hit from clearing excess inventory (and FX effects), a SEK 4.5m one-off cost, and continued market uncertainty and lumpiness that make revenue timing unpredictable. On balance, the company appears to be recovering, investing in higher-value products and strengthening liquidity while acknowledging short-term margin and timing headwinds.Positive Updates
Strong order momentum and book-to-bill > 1
Q4 had the highest order intake of 2025 and a book-to-bill ratio above 1, indicating more orders than net sales and improved demand momentum into 2026.
Negative Updates
Q4 sales slightly down year-over-year
Reported sales in Q4 were slightly down versus last year (though flat in fixed currency), reflecting uneven demand and the lumpiness of procurement-driven sales cycles.
Read all updates
Q4-2025 Updates
Positive
Negative
Strong order momentum and book-to-bill > 1
Q4 had the highest order intake of 2025 and a book-to-bill ratio above 1, indicating more orders than net sales and improved demand momentum into 2026.
Read all positive updates
Company Guidance
Management guided that Q4 delivered the strongest order intake in 2025 with a book-to-bill above 1 and that commercial launches for Pricer Avenue are expected in Q2 (low‑volume), with increased customer engagement likely to create additional opportunities in H2 2026 while warning of continued lumpiness and macro/geopolitical uncertainty. Key financial metrics: adjusted EBIT margin 2.9% for the full year, Q4 operating profit SEK 19.8m (including a SEK 4.5m one‑off VAT charge), operating cash flow SEK 180m for 2025 (>SEK 100m improvement y/y), available cash >SEK 450m and no net debt. Sales and margin notes: Q4 sales were slightly down vs. prior year but flat in fixed currency, H2 (Q3+Q4) net sales were 20% higher than H1, gross margin fell ~1.5 percentage points in Q4 driven by sales of excess inventory, and inventories have been materially reduced with no excess inventory at year‑end. Commercial scale and pipeline metrics highlighted include ~400m labels sold/delivered, >28,000 stores served, >6,000 stores on Plaza, ~50m ESLs connected, five new customer contracts in Q4, and specific opportunities such as DeCA (57 stores outside continental US, potential ~178 US stores), MDI (600 members / ~3,000 locations in 17 states), Norgesgruppen (~1,800 stores), Coop (>1,000 stores) and PLUS (100 stores in 2026, 165 in 2027).Pricer AB Financial Statement Overview
Summary
Income Statement
54
Neutral
Balance Sheet
68
Positive
Cash Flow
43
Neutral
| Breakdown | TTM | Dec 2025 | Dec 2024 | Dec 2023 | Dec 2022 | Dec 2021 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 2.11B | 2.15B | 2.56B | 2.68B | 2.27B | 1.77B |
| Gross Profit | 477.10M | 476.60M | 563.20M | 454.63M | 375.01M | 394.72M |
| EBITDA | 134.80M | 131.00M | 268.90M | 73.54M | 86.27M | 156.72M |
| Net Income | 13.60M | 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 | 341.00M | 308.10M | 489.20M | 255.56M | 217.48M | 16.55M |
| Total Debt | 345.50M | 351.90M | 597.70M | 259.25M | 268.06M | 148.33M |
| Total Liabilities | 1.06B | 1.03B | 1.27B | 1.05B | 1.31B | 933.81M |
| Stockholders Equity | 1.09B | 1.07B | 1.12B | 957.18M | 732.20M | 796.87M |
Cash Flow | ||||||
| Free Cash Flow | 31.70M | 136.20M | -26.20M | -206.77M | 194.97M | -241.54M |
| Operating Cash Flow | 81.10M | 160.00M | 58.00M | -115.97M | 282.71M | -174.70M |
| Investing Cash Flow | -71.20M | -64.70M | -84.20M | -90.81M | -87.74M | -66.84M |
| Financing Cash Flow | -16.30M | -262.30M | 245.20M | 251.01M | 3.84M | -8.73M |
Pricer AB Technical Analysis
Negative
4.06
Price Trends
3.63
Negative
3.34
Negative
3.84
Negative
Market Momentum
-0.07
Positive
40.46
Neutral
13.82
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 3.42, above the 50-day MA of 3.63, and above the 200-day MA of 3.84, indicating a bearish trend. The MACD of -0.07 indicates Positive momentum. The RSI at 40.46 is Neutral, neither overbought nor oversold. The STOCH value of 13.82 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
UnderperformOutperform
Sector (63)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
63 Neutral | $10.79B | 15.43 | 7.44% | 2.01% | 2.89% | -14.66% | |
61 Neutral | kr939.08M | 26.84 | 3.75% | ― | -12.90% | ― | |
55 Neutral | kr522.89M | 37.56 | 2.03% | ― | -12.78% | -87.80% | |
54 Neutral | kr1.59B | 28.88 | -1.46% | 6.60% | -16.82% | -35.30% | |
50 Neutral | kr3.76B | 23.71 | 5.45% | ― | 64.58% | -42.01% | |
45 Neutral | kr132.59M | -6.67 | -25.98% | ― | -20.44% | 31.38% | |
44 Neutral | kr232.69M | -1.14 | 0.35% | ― | -1.41% | -3913.83% |
* Industrials Sector Average
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Pricer AB Corporate Events
Pricer AGM Approves 2025 Accounts, Withholds Dividend and Renews Capital Mandates
May 13, 2026
Pricer AB’s 2026 Annual General Meeting approved the 2025 financial statements and confirmed that no dividend will be paid for the year, with available funds carried forward, while granting discharge from liability to the board and CEO. Shar...
Pricer Lifts Margins and Returns to Profit Despite Lower Q1 Sales
Apr 23, 2026
Pricer AB reported first-quarter 2026 net sales of SEK 487.7 million, down from SEK 528.3 million a year earlier, while order intake edged up to SEK 465.7 million and the order backlog fell to SEK 390 million. Profitability improved, with gross pr...
Pricer Wins USD 51 Million Digital Store Deal with Sobeys in Canada
Apr 20, 2026
Pricer AB has secured a major boost to its North American footprint as Canadian partner JRTech Solutions signed a digital store transformation deal with leading grocer Sobeys, covering the rollout of multicolor electronic shelf labels and the Pric...
Pricer Calls 2026 AGM With Proposals on Board, Fees and Capital Mandates
Apr 10, 2026
Pricer AB has called its 2026 annual general meeting for 13 May in Stockholm, inviting shareholders of record by 5 May to attend in person or via proxy, with detailed procedures for registration and voting rights for nominee-registered shares. The...
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.