Pricer AB (PRIC.B) AI Stock Analysis

• Market Cap: kr471.42M
• Dividend Yield: N/A
• Average Volume (3M): 344.89K
• Price to Earnings (P/E): 523.5
• Beta (1Y): 0.57
• 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: 50 Neutral
• Price Target: kr3.00 ▼(-26.11% Downside)
• Action: Reiterated Date: 03/11/26
• Date: Action: Reiterated 03/11/26

The score is held back primarily by weak recent profitability and bearish technicals (price below key moving averages with negative MACD). These risks are partially offset by balance-sheet stability and a strong 2025 cash-flow rebound, plus an earnings-call outlook pointing to improving demand (book-to-bill > 1) and pipeline momentum, though valuation remains a major headwind due to the extremely high P/E.

Positive Factors

Liquidity & Balance Sheet

Strong year-end liquidity and no net debt provide durable financial flexibility to fund rollouts, R&D and SaaS migration without forcing dilution or heavy borrowing. This buffer supports multi-quarter product commercialization and gives management time to convert pipeline into steady revenue.

Cash-Flow Rebound

A material cash-flow swing in 2025 shows the company's ability to convert orders into cash, easing liquidity constraints and funding expansion internally. While earlier years were uneven, a sustained cash-generative profile over multiple quarters would reduce refinancing risk and enable prioritised investment in higher-margin software.

Installed Base & Recurring Revenue

A large installed base and growing SaaS footprint create durable recurring revenue, cross-sell potential and higher lifetime value. Converting on‑prem customers to subscriptions and monetizing via features (Pricer Avenue, designer tool) can smooth seasonality and lift revenue predictability over multiple quarters.

Negative Factors

Profitability Volatility

Revenue and earnings have shown material swings, with 2025 revenues down and margins compressed to near zero. This inconsistent earnings power undermines sustained reinvestment capacity, makes forecasting and planning harder, and limits the firm's ability to produce reliable returns for shareholders over the medium term.

Margin Sensitivity

Margins are thin and sensitive to inventory actions, product mix and FX. Clearing stock at lower prices materially reduced gross margin, demonstrating limited pricing power and a small margin buffer. This leaves operating profitability exposed to cyclical and one-off shocks in coming quarters.

Lumpy Revenue Conversion

Revenue depends on large procurements and phased rollouts; several new U.S. deals were not yet material. That procurement-driven lumpiness can delay revenue recognition and prolong payback on deployment investments, making multi-quarter growth visibility weak and scaling of higher-margin services slower.

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 makes money primarily by selling electronic shelf label systems and associated infrastructure to retailers and retail chains. Revenue is typically generated from (1) hardware sales, including electronic shelf labels and the communication/installation components required to operate them in stores; (2) software and services tied to managing and operating the ESL deployment, such as platform functionality that enables centralized price and product-information updates and store workflow support; and (3) professional services related to implementation, integration, rollout, and ongoing support/maintenance. The company generally earns more as customers expand deployments across additional stores, upgrade installed systems, or add functionality and services that increase recurring or repeat revenue over time. Partnerships and channel relationships with retail system integrators, point-of-sale/retail software providers, and other ecosystem participants can contribute to sales by helping Pricer reach large retail customers and integrate ESL solutions into broader store IT environments; specific counterparties or contract terms are null.

Pricer AB Financial Statement Overview

Summary

Earnings quality is the main weakness: 2025 revenue declined and profitability fell to near breakeven, indicating inconsistent earnings power. Offsetting this, the balance sheet is stable with improved leverage and the company generated strong positive operating and free cash flow in 2025, though cash flow 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	347.70M	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: Negative
• RSI: Neutral
• STOCH: Neutral

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 3.01, above the 50-day MA of 3.69, and below the 200-day MA of 4.43, indicating a bearish trend. The MACD of -0.23 indicates Negative momentum. The RSI at 38.76 is Neutral, neither overbought nor oversold. The STOCH value of 69.37 is Neutral, 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	kr955.88M	33.70	3.75%	―	3.06%	-795.86%
ITAB	53 Neutral	kr3.59B	34.19	5.45%	―	73.48%	-46.74%
WISE	51 Neutral	kr140.80M	-6.17	-25.98%	―	-20.88%	14.14%
PRIC.B	50 Neutral	kr471.42M	523.54	2.03%	―	-19.18%	-76.85%
ELAN.B	50 Neutral	kr1.70B	13.07	-1.46%	6.60%	-7.32%	-139.66%
TRANS	42 Neutral	kr229.36M	-2.89	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.