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RUG: Leadership Transition To Ebba Ljungerud Will Drive Future Earnings Power

Minimalist Trends And Amazon And Wayfair Rivalry Will Erode Stability

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RUG
AnalystLowTarget
Not Invested
Published 17 Aug 2025

Update shared on 12 Dec 2025

Fair value Increased 40%
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AnalystLowTarget's Fair Value
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1Y
55.7%
7D
-0.3%

Narrative Update on RugVista Group

Analysts have raised their fair value estimate for RugVista Group from SEK 65 to SEK 91, citing slightly higher expected revenue growth, improved profit margin forecasts, and a higher projected future P/E multiple, despite a modest increase in the discount rate.

What's in the News

  • Board appoints Ebba Ljungerud as permanent CEO and Group CEO of RugVista, effective October 21, 2025, following her tenure as acting CEO since October 2024 (Key Developments)
  • Ljungerud steps down from RugVista's Board of Directors in conjunction with assuming the CEO role, separating governance and executive responsibilities (Key Developments)
  • New CEO brings extensive board experience from Cannuci, Goals, Nelly Group, and Kjell Group, strengthening RugVista's strategic network (Key Developments)
  • Background includes senior executive positions at Kindred Group, Betsson, and Paradox Interactive, adding digital, commercial, and gaming-sector expertise to RugVista's leadership (Key Developments)

Valuation Changes

  • Fair Value Estimate increased significantly from SEK 65 to SEK 91, reflecting a higher assessed long term earnings potential.
  • Discount Rate rose slightly from 6.31 percent to 6.62 percent, modestly increasing the required return applied in the valuation model.
  • Revenue Growth nudged higher from 8.45 percent to 8.54 percent, indicating a marginally stronger top line outlook.
  • Net Profit Margin increased slightly from 12.34 percent to 12.78 percent, implying a modest improvement in expected profitability.
  • Future P/E was raised significantly from 13.4x to 17.8x, signaling a higher assumed market multiple on RugVista's earnings.

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Disclaimer

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