Valuation Result

Final Brand Value

Ahlsell — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 5.6B

This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.

Brand Strength

74/100

Royalty Rate

1.1%

Discount Rate

9.5%

Benchmark recommendation not unlocked for this result

Sensitivity snapshot

Quick decision check for discount rate, royalty rate and long-term growth.

Variable

Lower input

Current

Higher input

WACC (Discount Rate)

9.5%

-1.0%

SEK 6.3B

9.5%

SEK 5.6B

+1.0%

SEK 5.0B

Royalty Rate

1.1%

-0.5%

SEK 3.1B

1.1%

SEK 5.6B

+0.5%

SEK 8.1B

Terminal Growth

1.0%

-0.5%

SEK 5.4B

1.0%

SEK 5.6B

+0.5%

SEK 5.9B

Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.

Revenue Base

SEK 50.0B

Legal Protection

76/100

Long-term Growth

1.0%

Recommendation basis

Brand-strength range • Pro

This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.

This valuation uses benchmark support informed by external market references and curated internal calibration.

Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.

Forecast profile

5 years explicit forecast

High growth: 1.5%

Base growth: 1.5%

Long-term growth: 1.0%

Value build

Value for planning period: SEK 1.8B

Terminal value: SEK 3.7B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 50,750,000,000	SEK 563,325,000	SEK 447,280,050	SEK 427,437,389
Y2	SEK 51,511,250,000	SEK 571,774,875	SEK 453,989,251	SEK 396,209,159
Y3	SEK 52,283,918,750	SEK 580,351,498	SEK 460,799,090	SEK 367,262,438
Y4	SEK 53,068,177,531	SEK 589,056,771	SEK 467,711,076	SEK 340,430,541
Y5	SEK 53,864,200,194	SEK 597,892,622	SEK 474,726,742	SEK 315,558,961
Explicit PV (Y1–Y5)				SEK 1,846,898,487
Terminal Value (undiscounted)				SEK 5,640,883,972
Terminal PV (discounted)				SEK 3,749,591,771
Total Brand Value				SEK 5,596,490,258

Supporting context

This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.

Reference case

Ahlsell

Prepared reference case

Indicative value of the Ahlsell distributor name on approximate Nordic group sales. This is not the value of acquired banners, procurement, logistics, supplier contracts or the business as a whole.

The rounded SEK 50bn base and the 1.50% name-only royalty ceiling are analyst assumptions, not exact FY2025 brand sales or an observed licence. BSI 74 selects a 1.11% royalty: about SEK 555m in opening rent. This is 12.3% of FY2024 adjusted EBITA of SEK 4.5bn, a prior-year group diagnostic rather than a matched FY2025 brand-profit test. Legal and behavioral components are outside-in estimates, not a trademark opinion or measured brand-choice findings.

Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.

Key inputs

Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice

Revenue base

Approximately SEK 50bn FY2025 group turnoverinferred

Planning growth

1.50% for 3 years, then 1.50%estimated

Long-term growth

1.00%estimated

Royalty rate selected

1.11%estimated

Discount rate

9.50%estimated

Brand Strength

74/100 (B)estimated

Legal analysis

76/100estimated

Company disclosures

These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.

Ahlsell group description: turnover around SEK 50bn Ahlsell 2024 sustainability report: sales and adjusted EBITA

Legal Protection

trademark Status83

scope Of Rights78

risk Profile72

litigation73

contractual Rights76

goodwill Evidence79

regulatory Compliance72

Brand Strength

marketing Investment70

quality79

availability82

distinctive Brand Codes70

mental Availability75

consideration76

trust78

choice Share74

penetration73

price Elasticity66

revenue Premium67

margin Premium72

stability72