Valuation Result
Final Brand Value
Matas — Retail
Valuation date: 10/30/2026
Total Brand Value
DKK 639.5M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
75/100
Royalty Rate
1.1%
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%
DKK 734.9M
9.0%
DKK 639.5M
+1.0%
DKK 566.5M
Royalty Rate
1.1%
-0.5%
DKK 355.3M
1.1%
DKK 639.5M
+0.5%
DKK 923.7M
Terminal Growth
1.5%
-0.5%
DKK 609.2M
1.5%
DKK 639.5M
+0.5%
DKK 674.0M
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
DKK 4.9B
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: 3.0%
Base growth: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: DKK 189.5M
Terminal value: DKK 450.0M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | DKK 5,059,360,000 | DKK 56,917,800 | DKK 44,395,884 | DKK 42,523,545 |
| Y2 | DKK 5,211,140,800 | DKK 58,625,334 | DKK 45,727,761 | DKK 40,182,799 |
| Y3 | DKK 5,367,475,024 | DKK 60,384,094 | DKK 47,099,593 | DKK 37,970,902 |
| Y4 | DKK 5,474,824,524 | DKK 61,591,776 | DKK 48,041,585 | DKK 35,532,404 |
| Y5 | DKK 5,584,321,015 | DKK 62,823,611 | DKK 49,002,417 | DKK 33,250,506 |
| Explicit PV (Y1–Y5) | DKK 189,460,155 | |||
| Terminal Value (undiscounted) | DKK 663,166,042 | |||
| Terminal PV (discounted) | DKK 449,990,183 | |||
| Total Brand Value | DKK 639,450,338 |
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
Matas
Prepared reference case
Indicative value of the Matas beauty and health retail name in Denmark. KICKS, Matas Club as a customer asset, store property and enterprise value are excluded.
Segments are reported only to gross profit, so group EBIT of DKK 514m is allocated by revenue share. The financial year ends on 31 March. The 1.50% name-only ceiling and 1.125% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of DKK 55.3m is about 19.2% of DKK 288m Matas share (56%) of FY2025/26 group EBIT (inferred); this is not a matched name-profit test. Legal and behavioural inputs are outside-in estimates, not a trademark opinion or customer survey.
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
DKK 4.912bn FY2025/26 Matas segment revenuereported
Planning growth
3.00% for 3 years, then 2.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
1.13%estimated
Discount rate
9.00%estimated
Brand Strength
75/100 (B+)estimated
Legal analysis
79/100estimated
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.
Legal Protection
trademark Status86
scope Of Rights82
risk Profile74
litigation74
contractual Rights78
goodwill Evidence82
regulatory Compliance76
Brand Strength
marketing Investment76
quality76
availability84
distinctive Brand Codes80
mental Availability82
consideration78
trust76
choice Share76
penetration78
price Elasticity60
revenue Premium62
margin Premium64
stability74