RugVista Group AB (RUG) AI Stock Analysis

• Market Cap: kr1.16B
• Dividend Yield: 1.87%
• Average Volume (3M): 16.06K
• Price to Earnings (P/E): 23.9
• Beta (1Y): 0.30
• Revenue Growth: 11.38%
• EPS Growth: 16.09%
• Country: SE
• Employees: 101
• Sector: Consumer Cyclical
• Sector Strength: 84
• Industry: Home Improvement
• EPS (TTM): 1.27
• Shares Outstanding: 20,785,140
• 10 Day Avg. Volume: 12,541
• 30 Day Avg. Volume: 16,063
• PEG Ratio: 1.14
• Price to Book (P/B): 2.52
• Price to Sales (P/S): 1.90
• P/FCF Ratio: 19.86
• 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): 4.11
• Revenue Forecast (FY): kr831.40M

• Rating: 57 Neutral
• Price Target: kr59.00 ▼(-14.74% Downside)
• Action: Reiterated Date: 02/08/26
• Date: Action: Reiterated 02/08/26

Overall score is driven primarily by moderate financial performance: profitability and returns have weakened versus prior peak years and leverage rose sharply in 2025, despite improved 2025 revenue growth and stronger recent cash flow. Technical indicators are mostly neutral but slightly negative (below key moving averages with negative MACD), and valuation is mid-range with a modest dividend yield.

Positive Factors

Direct-to-consumer e-commerce model

Operating a DTC online model across multiple European markets provides durable advantages: control over customer experience, higher margin capture vs. wholesale, and scalable marketing. This structure supports repeat purchases and long-term unit economics if acquisition retains efficiency.

Negative Factors

Multi-year margin compression

Sustained margin erosion reduces profit resilience and limits reinvestment capacity. If higher costs or competitive discounting persist, restoring prior margin levels may take prolonged product mix improvement or structural pricing power, weighing on returns over the medium term.

RugVista Group AB Business Overview & Revenue Model

Company Description

Rugvista Group AB (publ) operates direct-to-consumer online platforms for carpet and rug sales in Europe. It operates through three segments: B2C, B2B, and Marketplaces & Other. The company offers carpets and rugs under the RugVista and CarpetVist...

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Rugvista Group AB (publ) operates direct-to-consumer online platforms for carpet and rug sales in Europe. It operates through three segments: B2C, B2B, and Marketplaces & Other. The company offers carpets and rugs under the RugVista and CarpetVist...

How the Company Makes Money

RugVista primarily makes money by selling rugs directly to consumers online. Its core revenue stream is net sales from product purchases placed on its e-commerce sites, where the company captures retail margin (the difference between selling price...

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RugVista primarily makes money by selling rugs directly to consumers online. Its core revenue stream is net sales from product purchases placed on its e-commerce sites, where the company captures retail margin (the difference between selling price...

RugVista Group AB Financial Statement Overview

Breakdown	Dec 2025	Dec 2024	Dec 2023	Dec 2022	Dec 2021
Income Statement
Total Revenue	784.39M	694.85M	702.20M	639.27M	704.98M
Gross Profit	84.52M	430.77M	360.27M	394.46M	454.15M
EBITDA	112.42M	83.12M	101.69M	86.43M	136.02M
Net Income	62.50M	51.77M	69.96M	58.87M	99.85M
Balance Sheet
Total Assets	899.82M	753.38M	705.62M	706.98M	717.38M
Cash, Cash Equivalents and Short-Term Investments	241.92M	219.46M	208.94M	139.98M	218.12M
Total Debt	244.52M	28.13M	23.12M	28.17M	28.49M
Total Liabilities	306.50M	196.53M	162.77M	203.32M	220.49M
Stockholders Equity	593.33M	556.85M	542.84M	503.65M	496.90M
Cash Flow
Free Cash Flow	75.15M	57.83M	115.41M	-21.83M	102.45M
Operating Cash Flow	110.41M	76.83M	128.07M	-11.74M	104.81M
Investing Cash Flow	-35.26M	-19.00M	-12.66M	-9.95M	-2.36M
Financing Cash Flow	-40.91M	-50.67M	-41.63M	-61.24M	-23.84M

RugVista Group AB Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 69.20
• 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:RUG, the sentiment is Negative. The current price of 69.2 is above the 20-day moving average (MA) of 62.84, above the 50-day MA of 64.74, and above the 200-day MA of 68.95, indicating a bearish trend. The MACD of -2.08 indicates Positive momentum. The RSI at 23.42 is Positive, neither overbought nor oversold. The STOCH value of 8.69 is Positive, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for SE:RUG.

RugVista Group AB Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
BORG	70 Outperform	kr1.80B	17.16	23.44%	4.95%	9.20%	11.72%
NELLY	64 Neutral	kr1.57B	13.97	51.02%	―	12.45%	118.98%
EMBELL	62 Neutral	kr786.19M	13.88	13.52%	3.17%	0.78%	1.33%
Sector *	61 Neutral	$18.38B	12.79	-2.54%	3.03%	1.52%	-15.83%
RUG	57 Neutral	kr1.16B	23.88	10.85%	1.87%	11.38%	16.09%
CDON	56 Neutral	kr830.97M	-12.12	―	―	―	―
DSNO	50 Neutral	kr103.10M	-0.51	-65.16%	―	-10.50%	99.53%