Valuation Result

Final Brand Value

Byggmax — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 516.7M

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

Brand Strength

70/100

Royalty Rate

1.0%

Discount Rate

9.7%

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)

9.7%

-1.0%

SEK 585.4M

9.7%

SEK 516.7M

+1.0%

SEK 462.9M

Royalty Rate

1.0%

-0.5%

SEK 253.1M

1.0%

SEK 516.7M

+0.5%

SEK 780.4M

Terminal Growth

1.5%

-0.5%

SEK 495.1M

1.5%

SEK 516.7M

+0.5%

SEK 541.1M

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 5.1B

Legal Protection

72/100

Long-term Growth

1.5%

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: 2.0%

Base growth: 1.5%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 166.8M

Terminal value: SEK 350.0M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 5,184,070,440	SEK 50,803,890	SEK 40,338,289	SEK 38,504,833
Y2	SEK 5,287,751,849	SEK 51,819,968	SEK 41,145,055	SEK 35,785,820
Y3	SEK 5,393,506,886	SEK 52,856,367	SEK 41,967,956	SEK 33,258,809
Y4	SEK 5,474,409,489	SEK 53,649,213	SEK 42,597,475	SEK 30,758,722
Y5	SEK 5,556,525,631	SEK 54,453,951	SEK 43,236,437	SEK 28,446,568
Explicit PV (Y1–Y5)				SEK 166,754,751
Terminal Value (undiscounted)				SEK 531,940,487
Terminal PV (discounted)				SEK 349,979,836
Total Brand Value				SEK 516,734,587

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

Byggmax

Prepared reference case

Indicative value of the Byggmax customer-facing retail name on the BYGGmax AB operating perimeter, including its foreign branches. It is not the value of Byggmax Group, Skånska Byggvaror or the store and logistics assets. The estimate applies a 0.98% analyst royalty to the stated sales exposure; it is not a quoted licence fee or a company valuation.

The company revenue is a name-exposure proxy, not sales caused by the trademark. Some intra-group and branch economics may differ from stand-alone Swedish retail. Separate group names are excluded. The opening hypothetical royalty of SEK 49.8m is 22.4% of FY2025 operating profit of SEK 222.3m. The 25%-of-profit comparison is a capacity diagnostic for all IP, not a royalty-setting rule. Brand-strength and legal component scores are outside-in analyst estimates, not survey findings or a legal opinion.

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 perimeter

SEK 5.082bnreported

Brand strength

70/100estimated

Royalty and capacity

0.98%; SEK 49.8m opening royaltyestimated

Legal and discount rate

72/100; 9.75%estimated

Forecast

2.00% for three years, then 1.50%; terminal 1.50%assumed

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.

Byggmax Group Annual Report 2025: group and banner scope

Legal Protection

trademark Status78

scope Of Rights72

risk Profile66

litigation70

contractual Rights68

goodwill Evidence75

regulatory Compliance72

Brand Strength

marketing Investment72

quality72

availability77

distinctive Brand Codes73

mental Availability77

consideration74

trust70

choice Share71

penetration70

price Elasticity58

revenue Premium59

margin Premium62

stability66