Valuation Result

Final Brand Value

Clas Ohlson — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 3.9B

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

Brand Strength

79/100

Royalty Rate

2.5%

Discount Rate

8.5%

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)

8.5%

-1.0%

SEK 4.5B

8.5%

SEK 3.9B

+1.0%

SEK 3.4B

Royalty Rate

2.5%

-0.5%

SEK 3.1B

2.5%

SEK 3.9B

+0.5%

SEK 4.7B

Terminal Growth

1.5%

-0.5%

SEK 3.7B

1.5%

SEK 3.9B

+0.5%

SEK 4.1B

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 11.5B

Legal Protection

79/100

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: 5.0%

Base growth: 2.5%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 1.1B

Terminal value: SEK 2.8B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 12,117,000,000	SEK 306,317,760	SEK 243,216,301	SEK 233,495,143
Y2	SEK 12,722,850,000	SEK 321,633,648	SEK 255,377,117	SEK 225,963,083
Y3	SEK 13,358,992,500	SEK 337,715,330	SEK 268,145,972	SEK 218,673,992
Y4	SEK 13,692,967,312	SEK 346,158,214	SEK 274,849,622	SEK 206,581,459
Y5	SEK 14,035,291,495	SEK 354,812,169	SEK 281,720,862	SEK 195,157,635
Explicit PV (Y1–Y5)				SEK 1,079,871,312
Terminal Value (undiscounted)				SEK 4,084,964,173
Terminal PV (discounted)				SEK 2,829,793,798
Total Brand Value				SEK 3,909,665,109

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

Clas Ohlson

Prepared reference case

Indicative value of the Clas Ohlson Nordic retail banner, using an estimated revenue allocation of approximately SEK 11.54bn. The allocation applies the last disclosed FY2024/25 ex-Spares sales share to FY2025/26 group sales after excluding SEK 96.3m of new-acquisition sales. Separately marketed Spares channels are excluded through this provisional allocation, assuming an unchanged legacy sales mix. The base is not reported standalone brand revenue; component scores and royalty are analyst estimates.

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 11.54bnestimated

Discount rate

8.50%estimated

Brand strength

79/100estimated

Royalty

2.528%estimated

Legal protection

79/100estimated

Forecast

5% for three years, then 2.5%; terminal 1.5%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.

Annual report 2025/26, pages 17, 24, 110, 128-129 Year-end report 2025/26, profitability and IFRS 16 reconciliation Year-end report 2024/25, reported ex-Spares revenue Q1 2026/27, subsequent trading cross-check Group brands and sales channels

Legal Protection

trademark Status84

scope Of Rights80

risk Profile76

litigation76

contractual Rights76

goodwill Evidence84

regulatory Compliance74

Brand Strength

marketing Investment80

quality80

availability86

distinctive Brand Codes73

mental Availability82

consideration82

trust80

choice Share78

penetration77

price Elasticity72

revenue Premium76

margin Premium79

stability80