Valuation Result
Final Brand Value
H&M — Apparel
Valuation date: 10/29/2026
Total Brand Value
SEK 100.9B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
85/100
Royalty Rate
3.4%
Discount Rate
8.8%
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)
8.8%
-1.0%
SEK 117.8B
8.8%
SEK 100.9B
+1.0%
SEK 88.3B
Royalty Rate
3.4%
-0.5%
SEK 86.0B
3.4%
SEK 100.9B
+0.5%
SEK 115.7B
Terminal Growth
2.0%
-0.5%
SEK 95.5B
2.0%
SEK 100.9B
+0.5%
SEK 107.1B
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 228.3B
Legal Protection
79/100
Long-term Growth
2.0%
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: 5.5%
Base growth: 3.1%
Long-term growth: 2.0%
Value build
Value for planning period: SEK 27.4B
Terminal value: SEK 73.5B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 240,840,675,000 | SEK 8,188,582,950 | SEK 6,337,963,203 | SEK 6,076,245,405 |
| Y2 | SEK 248,306,735,925 | SEK 8,442,429,021 | SEK 6,534,440,063 | SEK 5,757,913,754 |
| Y3 | SEK 256,004,244,739 | SEK 8,704,144,321 | SEK 6,737,007,705 | SEK 5,456,259,349 |
| Y4 | SEK 263,940,376,326 | SEK 8,973,972,795 | SEK 6,945,854,943 | SEK 5,170,408,477 |
| Y5 | SEK 272,122,527,992 | SEK 9,252,165,952 | SEK 7,161,176,447 | SEK 4,899,533,198 |
| Explicit PV (Y1–Y5) | SEK 27,360,360,184 | |||
| Terminal Value (undiscounted) | SEK 107,417,962,635 | |||
| Terminal PV (discounted) | SEK 73,493,214,130 | |||
| Total Brand Value | SEK 100,853,574,314 |
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
H&M
Prepared reference case
Forward-looking H&M case translated into a transparent 2026 valuation profile.
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 228.285bnreported
Planning growth
5.50%inferred
Long-term growth
2.00%estimated
Royalty rate selected
3.40%estimated
Discount rate
8.80%estimated
Brand Strength
85/100 (A)inferred
Legal analysis
79/100inferred
Inclusion rule
Swedish domicile/originassumed
Model origin
Historical analyst modelestimated
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 Status95
scope Of Rights93
risk Profile70
litigation66.5
contractual Rights74
goodwill Evidence83
regulatory Compliance70.5
Brand Strength
marketing Investment90
quality80
availability91
distinctive Brand Codes88
mental Availability91
consideration88
trust78
choice Share86
penetration87
price Elasticity78
revenue Premium78
margin Premium76
stability80