Pricer (PRIC B) Stock Overview
Provides in-store digital solutions in Europe, the Middle East and Africa, the Americas, and Asia and Pacific. More details
| Snowflake Score | |
|---|---|
| Valuation | 2/6 |
| Future Growth | 4/6 |
| Past Performance | 1/6 |
| Financial Health | 4/6 |
| Dividends | 0/6 |
PRIC B Community Fair Values
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Analyst Price Targets
Pricer AB (publ) Competitors
Price History & Performance
| Historical stock prices | |
|---|---|
| Current Share Price | SEK 3.20 |
| 52 Week High | SEK 5.51 |
| 52 Week Low | SEK 2.66 |
| Beta | 0.75 |
| 1 Month Change | -13.75% |
| 3 Month Change | 13.07% |
| 1 Year Change | -37.98% |
| 3 Year Change | -56.93% |
| 5 Year Change | -89.91% |
| Change since IPO | -99.80% |
Recent News & Updates
Narrative Update • Jul 02
PRIC B: Future Retail Deployments Will Drive Shelf-Edge Digitalization Opportunity
Analysts have reduced their fair value estimate for Pricer to SEK 5.65 from SEK 8.00, citing updated assumptions for revenue growth, profit margins, the discount rate and future P/E expectations. What’s in the News for Pricer Pricer is set to participate in the Retail Technology Show (RTS) 2026 at ExCeL London on April 22–23, where it will present its Pricer Avenue platform and host a main-stage session on linking sustainability with profitability through food waste reduction.
Narrative Update • Jun 18
PRIC B: Canadian Rollout Will Support Long Term Share Price Upside
Analysts have kept their SEK fair value estimate for Pricer unchanged at SEK 5.45, with only minor tweaks to inputs such as the discount rate and assumed future P/E, resulting in a stable overall price target. What’s in the News for Pricer Pricer plans to showcase its Pricer Avenue shelf-edge platform at the Retail Technology Show 2026 in London, highlighting its battery free, modular rail system designed for premium aisles and high promotion zones.Narrative Update • Jun 03
PRIC B: Canadian Rollout And Tech Showcases Will Support Long Term Upside
Analysts have kept their SEK fair value estimate for Pricer steady, but a slightly higher discount rate and marginally higher future P/E assumption have resulted in a small upward adjustment in the SEK price target. This reflects a more cautious view of risk while still recognizing earnings potential.Narrative Update • May 17
PRIC B: Canadian Rollout Will Drive Long Term Upside
Analysts have maintained their SEK-based price target for Pricer and fine-tuned key model inputs, including a slightly higher discount rate and a modestly adjusted future P/E. These changes reflect updated assumptions around risk and valuation without altering the SEK 5.45 fair value estimate.Recent updates
Narrative Update • Jul 02
PRIC B: Future Retail Deployments Will Drive Shelf-Edge Digitalization Opportunity
Analysts have reduced their fair value estimate for Pricer to SEK 5.65 from SEK 8.00, citing updated assumptions for revenue growth, profit margins, the discount rate and future P/E expectations. What’s in the News for Pricer Pricer is set to participate in the Retail Technology Show (RTS) 2026 at ExCeL London on April 22–23, where it will present its Pricer Avenue platform and host a main-stage session on linking sustainability with profitability through food waste reduction.Narrative Update • Jun 18
PRIC B: Canadian Rollout Will Support Long Term Share Price Upside
Analysts have kept their SEK fair value estimate for Pricer unchanged at SEK 5.45, with only minor tweaks to inputs such as the discount rate and assumed future P/E, resulting in a stable overall price target. What’s in the News for Pricer Pricer plans to showcase its Pricer Avenue shelf-edge platform at the Retail Technology Show 2026 in London, highlighting its battery free, modular rail system designed for premium aisles and high promotion zones.Narrative Update • Jun 03
PRIC B: Canadian Rollout And Tech Showcases Will Support Long Term Upside
Analysts have kept their SEK fair value estimate for Pricer steady, but a slightly higher discount rate and marginally higher future P/E assumption have resulted in a small upward adjustment in the SEK price target. This reflects a more cautious view of risk while still recognizing earnings potential.Narrative Update • May 17
PRIC B: Canadian Rollout Will Drive Long Term Upside
Analysts have maintained their SEK-based price target for Pricer and fine-tuned key model inputs, including a slightly higher discount rate and a modestly adjusted future P/E. These changes reflect updated assumptions around risk and valuation without altering the SEK 5.45 fair value estimate.Narrative Update • May 03
PRIC B: Franchise And Canadian Rollout Will Drive Long Term Upside
Analysts have adjusted their price target for Pricer from SEK 6.25 to SEK 5.45. This reflects updated assumptions for a lower revenue growth rate, slimmer profit margins and a higher future P/E multiple.Narrative Update • Apr 18
PRIC B: Franchise Exposure To Carrefour Will Support Future Upside
Analysts have maintained their SEK price target for Pricer at SEK 6.25, indicating a broadly unchanged view on fair value while fine tuning assumptions around the discount rate, revenue growth, profit margin and future P/E to reflect updated risk and earnings expectations. What's in the News Carrefour has added another supplier for digital in-store solutions in France, ending Pricer's role as exclusive supplier but keeping Pricer as a key partner across an installed base of more than 1,200 French stores (Key Developments).Narrative Update • Apr 04
PRIC B: Franchise Momentum And New Platform Rollout Will Support Future Upside
Analysts now see Pricer's fair value holding at SEK 6.25 per share, with only a slight adjustment to inputs such as discount rate and future P/E assumptions, and are keeping their price target aligned with these updated valuation drivers. What's in the News Carrefour, where Pricer has been the exclusive supplier of electronic shelf labels in France, is adding an additional supplier for digital in-store solutions.Narrative Update • Mar 21
PRIC B: Index Inclusion And Franchise Exposure Will Support Future Upside Potential
Analysts have trimmed their fair value estimate for Pricer from SEK 7.13 to SEK 6.25, pointing to a slightly higher discount rate and a lower assumed future P/E multiple as the key drivers behind the updated price target. What's in the News Carrefour appoints an additional supplier for electronic shelf labels in France, reducing Pricer's exclusivity.New Narrative • Mar 07
Digital Store Transformation And AI Driven Retail Operations Will Unlock Significant Upside Potential
Catalysts About Pricer Pricer supplies electronic shelf labels and software for in store communication and digitalization for physical retailers. What are the underlying business or industry changes driving this perspective?Narrative Update • Mar 06
PRIC B: New Index Addition And Plus Order Will Support Upside Potential
Analysts have maintained their SEK fair value estimate for Pricer at SEK 7.13, with only minor adjustments to the discount rate and future P/E assumptions. As a result, this update focuses more on refining the model inputs than on changing the overall price target narrative.Narrative Update • Feb 20
PRIC B: New Retail Contracts Will Support Future Upside Potential
Analysts have reduced their price target on Pricer by SEK0.88 to reflect updated views on fair value, growth, margins and future P/E expectations, resulting in a more measured outlook for the shares. What's in the News Carrefour, where Pricer has been the exclusive supplier of electronic shelf labels in France, is adding an additional supplier for digital in-store solutions.
New Narrative • Feb 20
Slow Digitalization And Retailer Caution Will Test Earnings Before Long Term Store Trends Help
Catalysts About Pricer Pricer supplies electronic shelf labels and in store digital communication solutions for physical retailers. What are the underlying business or industry changes driving this perspective?Analysis Article • Feb 13
It's Down 27% But Pricer AB (publ) (STO:PRIC B) Could Be Riskier Than It Looks
Pricer AB (publ) ( STO:PRIC B ) shareholders won't be pleased to see that the share price has had a very rough month...Analysis Article • Feb 12
Pricer (STO:PRIC B) Takes On Some Risk With Its Use Of Debt
David Iben put it well when he said, 'Volatility is not a risk we care about. What we care about is avoiding the...Analysis Article • Oct 28
Results: Pricer AB (publ) Beat Earnings Expectations And Analysts Now Have New Forecasts
Pricer AB (publ) ( STO:PRIC B ) defied analyst predictions to release its quarterly results, which were ahead of market...Analysis Article • Sep 24
Slowing Rates Of Return At Pricer (STO:PRIC B) Leave Little Room For Excitement
Finding a business that has the potential to grow substantially is not easy, but it is possible if we look at a few key...Analysis Article • Jul 23
Analysts Just Slashed Their Pricer AB (publ) (STO:PRIC B) EPS Numbers
Market forces rained on the parade of Pricer AB (publ) ( STO:PRIC B ) shareholders today, when the analysts downgraded...Analysis Article • Jul 19
Pricer AB (publ) Just Reported A Surprise Loss: Here's What Analysts Think Will Happen Next
Pricer AB (publ) ( STO:PRIC B ) shareholders are probably feeling a little disappointed, since its shares fell 6.8% to...Analysis Article • Jul 18
Pricer (STO:PRIC B) Seems To Use Debt Rather Sparingly
David Iben put it well when he said, 'Volatility is not a risk we care about. What we care about is avoiding the...Analysis Article • Jun 19
Is Now The Time To Look At Buying Pricer AB (publ) (STO:PRIC B)?
While Pricer AB (publ) ( STO:PRIC B ) might not have the largest market cap around , it saw significant share price...Analysis Article • Apr 27
Pricer AB (publ) Earnings Missed Analyst Estimates: Here's What Analysts Are Forecasting Now
One of the biggest stories of last week was how Pricer AB (publ) ( STO:PRIC B ) shares plunged 26% in the week since...Analysis Article • Apr 25
Positive Sentiment Still Eludes Pricer AB (publ) (STO:PRIC B) Following 30% Share Price Slump
Unfortunately for some shareholders, the Pricer AB (publ) ( STO:PRIC B ) share price has dived 30% in the last thirty...Analysis Article • Apr 17
Pricer (STO:PRIC B) Hasn't Managed To Accelerate Its Returns
If you're not sure where to start when looking for the next multi-bagger, there are a few key trends you should keep an...Analysis Article • Feb 11
Pricer AB (publ) Just Missed Earnings - But Analysts Have Updated Their Models
As you might know, Pricer AB (publ) ( STO:PRIC B ) last week released its latest yearly, and things did not turn out so...
New Narrative • Feb 06
Launching ‘Avenue’ Will Revolutionize Retail Shelf Spaces
Strategic shift towards in-store digitalization aims for long-term growth and strengthened client relationships, boosting revenue and market share.Analysis Article • Dec 14
Here's Why Pricer (STO:PRIC B) Can Manage Its Debt Responsibly
Some say volatility, rather than debt, is the best way to think about risk as an investor, but Warren Buffett famously...Analysis Article • Oct 25
Should You Think About Buying Pricer AB (publ) (STO:PRIC B) Now?
While Pricer AB (publ) ( STO:PRIC B ) might not have the largest market cap around , it saw a decent share price growth...Analysis Article • Jul 25
Pricer's (STO:PRIC B) Earnings Are Of Questionable Quality
Investors were disappointed with Pricer AB (publ)'s ( STO:PRIC B ) earnings, despite the strong profit numbers. We...Analysis Article • Jun 01
Is Now An Opportune Moment To Examine Pricer AB (publ) (STO:PRIC B)?
While Pricer AB (publ) ( STO:PRIC B ) might not have the largest market cap around , it led the OM gainers with a...Analysis Article • Apr 02
Returns On Capital At Pricer (STO:PRIC B) Paint A Concerning Picture
Finding a business that has the potential to grow substantially is not easy, but it is possible if we look at a few key...Analysis Article • Feb 15
Pricer AB (publ) (STO:PRIC B) Stock Rockets 28% But Many Are Still Ignoring The Company
Pricer AB (publ) ( STO:PRIC B ) shareholders have had their patience rewarded with a 28% share price jump in the last...Analysis Article • Feb 09
Is Pricer (STO:PRIC B) A Risky Investment?
The external fund manager backed by Berkshire Hathaway's Charlie Munger, Li Lu, makes no bones about it when he says...Analysis Article • Dec 29
Investors Aren't Entirely Convinced By Pricer AB (publ)'s (STO:PRIC B) Revenues
Pricer AB (publ)'s ( STO:PRIC B ) price-to-sales (or "P/S") ratio of 0.5x might make it look like a buy right now...Shareholder Returns
| PRIC B | SE Electronic | SE Market | |
|---|---|---|---|
| 7D | -8.3% | -0.4% | 1.4% |
| 1Y | -38.0% | -1.4% | 11.5% |
Return vs Industry: PRIC B underperformed the Swedish Electronic industry which returned -0.5% over the past year.
Return vs Market: PRIC B underperformed the Swedish Market which returned 11.1% over the past year.
Price Volatility
| PRIC B volatility | |
|---|---|
| PRIC B Average Weekly Movement | 9.0% |
| Electronic Industry Average Movement | 7.1% |
| Market Average Movement | 6.1% |
| 10% most volatile stocks in SE Market | 13.1% |
| 10% least volatile stocks in SE Market | 3.4% |
Stable Share Price: PRIC B's share price has been volatile over the past 3 months compared to the Swedish market.
Volatility Over Time: PRIC B's weekly volatility (9%) has been stable over the past year, but is still higher than 75% of Swedish stocks.
About the Company
| Founded | Employees | CEO | Website |
|---|---|---|---|
| 1991 | 209 | Magnus Larsson | www.pricer.com |
Pricer AB (publ) provides in-store digital solutions in Europe, the Middle East and Africa, the Americas, and Asia and Pacific. The company provides electronic shelf labels, such as Pricer SmartTAG Color, Pricer Avenue, and Pricer HangTAG; Pricer Plaza, a cloud-based platform for scalable management, monitoring, and integration of a digital in-store system; and The Pricer platform, an in-store digital platform. It also offers attachment solutions for furniture, rails, adapters, and holders of shelf-edge; Pricer Shelf Vision, an artificial intelligence powered cloud cameras to monitor in-stores; and Pricer StoreLink provides optical access point to supports direct connection to Pricer Plaza.
Pricer AB (publ) Fundamentals Summary
| PRIC B fundamental statistics | |
|---|---|
| Market cap | SEK 526.35m |
| Earnings (TTM) | SEK 13.60m |
| Revenue (TTM) | SEK 2.11b |
38.7x
P/E Ratio0.2x
P/S RatioIs PRIC B overvalued?
See Fair Value and valuation analysisEarnings & Revenue
| PRIC B income statement (TTM) | |
|---|---|
| Revenue | SEK 2.11b |
| Cost of Revenue | SEK 1.63b |
| Gross Profit | SEK 477.00m |
| Other Expenses | SEK 463.40m |
| Earnings | SEK 13.60m |
Last Reported Earnings
Mar 31, 2026
Next Earnings Date
Jul 16, 2026
| Earnings per share (EPS) | 0.083 |
| Gross Margin | 22.64% |
| Net Profit Margin | 0.65% |
| Debt/Equity Ratio | 27.2% |
How did PRIC B perform over the long term?
See historical performance and comparisonCompany Analysis and Financial Data Status
| Data | Last Updated (UTC time) |
|---|---|
| Company Analysis | 2026/07/02 11:14 |
| End of Day Share Price | 2026/07/02 00:00 |
| Earnings | 2026/03/31 |
| Annual Earnings | 2025/12/31 |
Data Sources
The data used in our company analysis is from S&P Global Market Intelligence LLC. The following data is used in our analysis model to generate this report. Data is normalised which can introduce a delay from the source being available.
| Package | Data | Timeframe | Example US Source * |
|---|---|---|---|
| Company Financials | 10 years |
| |
| Analyst Consensus Estimates | +3 years |
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| Market Prices | 30 years |
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| Ownership | 10 years |
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| Management | 10 years |
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| Key Developments | 10 years |
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* Example for US securities, for non-US equivalent regulatory forms and sources are used.
Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more.
Analysis Model and Snowflake
Details of the analysis model used to generate this report is available on our Github page, we also have guides on how to use our reports and tutorials on Youtube.
Learn about the world class team who designed and built the Simply Wall St analysis model.
Industry and Sector Metrics
Our industry and section metrics are calculated every 6 hours by Simply Wall St, details of our process are available on Github.
Analyst Sources
Pricer AB (publ) is covered by 5 analysts. 1 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.
| Analyst | Institution |
|---|---|
| null null | ABG Sundal Collier |
| null null | ABG Sundal Collier Sponsored |
| Erik Granström | DNB Carnegie |