Valuation Result

Final Brand Value

Loomis — Pro Services - Commercial

Valuation date: 10/29/2026

Total Brand Value

SEK 5.3B

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

Brand Strength

69/100

Royalty Rate

1.4%

Discount Rate

8.4%

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)

8.4%

-1.0%

SEK 6.2B

8.4%

SEK 5.3B

+1.0%

SEK 4.7B

Royalty Rate

1.4%

-0.5%

SEK 3.4B

1.4%

SEK 5.3B

+0.5%

SEK 7.3B

Terminal Growth

1.5%

-0.5%

SEK 5.1B

1.5%

SEK 5.3B

+0.5%

SEK 5.6B

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 30.4B

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: 3.0%

Base growth: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 1.5B

Terminal value: SEK 3.8B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 31,339,810,000	SEK 432,489,378	SEK 343,396,566	SEK 329,747,271
Y2	SEK 32,280,004,300	SEK 445,464,059	SEK 353,698,463	SEK 313,176,350
Y3	SEK 33,248,404,429	SEK 458,827,981	SEK 364,309,417	SEK 297,438,174
Y4	SEK 33,913,372,518	SEK 468,004,541	SEK 371,595,605	SEK 279,748,265
Y5	SEK 34,591,639,968	SEK 477,364,632	SEK 379,027,517	SEK 263,110,450
Explicit PV (Y1–Y5)				SEK 1,483,220,511
Terminal Value (undiscounted)				SEK 5,535,453,774
Terminal PV (discounted)				SEK 3,842,559,360
Total Brand Value				SEK 5,325,779,871

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

Loomis

Prepared reference case

Indicative value of the Loomis corporate and customer-facing service name on a group-revenue exposure proxy. This is not the value of Loomis AB, cash infrastructure, routes, technology, payment platforms, acquired goodwill or customer contracts.

The entire group-revenue base is an indicative upper-bound house-name exposure, not measured Loomis-branded sales. The 2.00% name-only ceiling and 69/100 strength score imply 1.38%, not an observed licence. The SEK 420m opening hypothetical royalty is 10.9% of SEK 3,851m FY2025 EBITA, a directional 25%-of-profit diagnostic; EBITA is not brand cash flow. Brand-strength and legal components are analyst judgments, not customer-survey findings; this is not a legal opinion. Growth and WACC are scenarios.

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 30.427bn FY2025 group-revenue proxyinferred

Planning growth

3.00% for 3 years, then 2.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

1.38%estimated

Discount rate

8.45%estimated

Brand Strength

69/100 (B-)estimated

Legal analysis

72/100estimated

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.

Loomis Full-Year Report 2025: revenue and EBITA Loomis Annual and Sustainability Report 2025

Legal Protection

trademark Status82

scope Of Rights78

risk Profile65

litigation65

contractual Rights73

goodwill Evidence77

regulatory Compliance67

Brand Strength

marketing Investment58

quality79

availability75

distinctive Brand Codes61

mental Availability68

consideration70

trust77

choice Share68

penetration72

price Elasticity59

revenue Premium60

margin Premium70

stability74