Valuation Result

Final Brand Value

Hemköp + Tempo — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 1.5B

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

Brand Strength

57/100

Royalty Rate

0.6%

Discount Rate

9.0%

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)

9.0%

-1.0%

SEK 1.7B

9.0%

SEK 1.5B

+1.0%

SEK 1.3B

Royalty Rate

0.6%

-0.5%

SEK 181.7M

0.6%

SEK 1.5B

+0.5%

SEK 2.8B

Terminal Growth

1.5%

-0.5%

SEK 1.4B

1.5%

SEK 1.5B

+0.5%

SEK 1.6B

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 21.7B

Legal Protection

64/100

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: 3.0%

Base growth: 3.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 433.9M

Terminal value: SEK 1.0B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 22,347,910,000	SEK 127,383,087	SEK 101,142,171	SEK 96,876,639
Y2	SEK 23,018,347,300	SEK 131,204,580	SEK 104,176,436	SEK 91,543,997
Y3	SEK 23,708,897,719	SEK 135,140,717	SEK 107,301,729	SEK 86,504,893
Y4	SEK 24,420,164,651	SEK 139,194,939	SEK 110,520,781	SEK 81,743,171
Y5	SEK 25,152,769,590	SEK 143,370,787	SEK 113,836,405	SEK 77,243,561
Explicit PV (Y1–Y5)				SEK 433,912,261
Terminal Value (undiscounted)				SEK 1,540,590,117
Terminal PV (discounted)				SEK 1,045,365,650
Total Brand Value				SEK 1,479,277,912

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

Hemköp + Tempo

Prepared reference case

Indicative combined name-portfolio scenario for Hemköp and Tempo in Swedish grocery retail. These are two distinct names; the estimate is not the stand-alone value of Hemköp, Axfood, stores or franchise services.

The component profile is an analyst estimate for the two-name portfolio, not Hemköp customer-research results applied to Tempo. Their sales and profits have not been split by trademark; Axfood's Hemköp-segment EBIT is not a matched 25%-rule denominator for combined store-system sales. Both rights chains and franchise agreements require verification.

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

SEK 21.697bn Hemköp and Tempo retail salesreported

Planning growth

3.00% for 3 years, then 3.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

0.57%estimated

Discount rate

9.00%estimated

Brand Strength

57/100 (C)estimated

Legal analysis

64/100estimated

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.

Axfood FY2025 report: Hemköp, Tempo, City Gross and purchase allocation

Legal Protection

trademark Status70

scope Of Rights55

risk Profile60

litigation65

contractual Rights55

goodwill Evidence70

regulatory Compliance70

Brand Strength

marketing Investment60

quality72

availability60

distinctive Brand Codes63

mental Availability62

consideration52

trust62

choice Share53

penetration55

price Elasticity50

revenue Premium53

margin Premium48

stability62