Valuation Result
Final Brand Value
Jula — Retail
Valuation date: 10/29/2026
Total Brand Value
SEK 671.0M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
73/100
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 760.3M
9.7%
SEK 671.0M
+1.0%
SEK 601.1M
Royalty Rate
1.0%
-0.5%
SEK 342.7M
1.0%
SEK 671.0M
+0.5%
SEK 999.3M
Terminal Growth
1.5%
-0.5%
SEK 642.9M
1.5%
SEK 671.0M
+0.5%
SEK 702.8M
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 6.2B
Legal Protection
73/100
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: 2.5%
Base growth: 1.5%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 216.1M
Terminal value: SEK 455.0M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 6,399,249,250 | SEK 65,400,327 | SEK 51,927,860 | SEK 49,567,635 |
| Y2 | SEK 6,559,230,481 | SEK 67,035,336 | SEK 53,226,056 | SEK 46,293,244 |
| Y3 | SEK 6,723,211,243 | SEK 68,711,219 | SEK 54,556,708 | SEK 43,235,156 |
| Y4 | SEK 6,824,059,412 | SEK 69,741,887 | SEK 55,375,058 | SEK 39,985,140 |
| Y5 | SEK 6,926,420,303 | SEK 70,788,015 | SEK 56,205,684 | SEK 36,979,430 |
| Explicit PV (Y1–Y5) | SEK 216,060,606 | |||
| Terminal Value (undiscounted) | SEK 691,501,914 | |||
| Terminal PV (discounted) | SEK 454,960,154 | |||
| Total Brand Value | SEK 671,020,760 |
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
Jula
Prepared reference case
Indicative value of the Jula retail name on Swedish Jula store and online sales. It excludes Jula Holding property, logistics, hotel and energy businesses and Jula retail outside Sweden. The estimate applies a 1.02% analyst royalty to the stated sales exposure; it is not a quoted licence fee or a company valuation.
The Swedish legal entity is a retail-sales exposure proxy. Product sourcing, private labels, stores and logistics are separate value drivers; group revenue is deliberately not used. The opening hypothetical royalty of SEK 63.8m is 22.8% of FY2025 operating profit of SEK 279.4m. 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 6.243bnreported
Brand strength
73/100estimated
Royalty and capacity
1.02%; SEK 63.8m opening royaltyestimated
Legal and discount rate
73/100; 9.75%estimated
Forecast
2.50% 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.
Legal Protection
trademark Status80
scope Of Rights73
risk Profile67
litigation70
contractual Rights68
goodwill Evidence78
regulatory Compliance72
Brand Strength
marketing Investment75
quality73
availability80
distinctive Brand Codes79
mental Availability81
consideration76
trust71
choice Share76
penetration74
price Elasticity61
revenue Premium62
margin Premium63
stability69