Valuation Result

Final Brand Value

Synsam — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 767.4M

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

Brand Strength

78/100

Royalty Rate

1.2%

Discount Rate

9.5%

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)

9.5%

-1.0%

SEK 874.1M

9.5%

SEK 767.4M

+1.0%

SEK 684.4M

Royalty Rate

1.2%

-0.5%

SEK 439.4M

1.2%

SEK 767.4M

+0.5%

SEK 1.1B

Terminal Growth

1.5%

-0.5%

SEK 733.7M

1.5%

SEK 767.4M

+0.5%

SEK 805.6M

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 5.7B

Legal Protection

76/100

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: 4.0%

Base growth: 3.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 236.0M

Terminal value: SEK 531.3M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 5,910,320,000	SEK 69,150,744	SEK 54,905,691	SEK 52,469,912
Y2	SEK 6,146,732,800	SEK 71,916,774	SEK 57,101,918	SEK 49,834,447
Y3	SEK 6,392,602,112	SEK 74,793,445	SEK 59,385,995	SEK 47,331,355
Y4	SEK 6,584,380,175	SEK 77,037,248	SEK 61,167,575	SEK 44,521,739
Y5	SEK 6,781,911,581	SEK 79,348,365	SEK 63,002,602	SEK 41,878,904
Explicit PV (Y1–Y5)				SEK 236,036,358
Terminal Value (undiscounted)				SEK 799,347,514
Terminal PV (discounted)				SEK 531,339,924
Total Brand Value				SEK 767,376,281

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

Synsam

Prepared reference case

Indicative value of the Synsam customer-facing name in Sweden, Norway and Finland. Profil Optik in Denmark, stores, clinical services, product brands, subscription operations and equity value are excluded.

The SEK 5.683bn base excludes Denmark/Profil Optik but may include Synsam Outlet in the selected countries; it is a geographic proxy, not reported Synsam-only sales. The 1.50% name-only ceiling and 1.17% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent is SEK 66.5m, 7.7% of FY2025 group EBIT; group profit is not matched to the three-country name perimeter. Published subscription-customer satisfaction does not measure all customers or noncustomer brand choice. Stores, optometry, subscriptions and product marks have separate value. Legal and behavioral components are outside-in estimates, not a legal opinion or measured brand-strength score.

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 5.683bn FY2025 Sweden, Norway and Finland sales proxyinferred

Planning growth

4.00% for 3 years, then 3.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

1.17%estimated

Discount rate

9.50%estimated

Brand Strength

78/100 (B+)estimated

Legal analysis

76/100estimated

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.

Synsam Annual Report 2025: geographic sales and operating result Synsam Group FY2025 release: group profit and brand architecture

Legal Protection

trademark Status84

scope Of Rights79

risk Profile70

litigation72

contractual Rights76

goodwill Evidence80

regulatory Compliance73

Brand Strength

marketing Investment75

quality82

availability83

distinctive Brand Codes82

mental Availability85

consideration78

trust79

choice Share77

penetration78

price Elasticity65

revenue Premium73

margin Premium74

stability76