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Pricer Valuation Multiples

Discover revenue and EBITDA valuation multiples for Pricer and similar public comparables like Tobii, Hoenle, Careium, Planet Image International and more.

Pricer Overview

About Pricer

Pricer AB is a technology company serving the smart retail market with in-store digital solutions that enhance both store performance and the shopping experience. It offers electronic shelf labels (such as Pricer Avenue, SmartTAG Color, HangTAG, etc.), electronic displays (such as SmartTAG HD 300, SmartTAG Color, SmartTAG HD 150, etc), and related technology solutions, such as optical wireless communication and AI, for in-store communication and efficiency. In addition, the company offers Pricer Plaza, a cloud-based platform for the complete, scalable management, monitoring, and integration of a digital in-store system. Geographically, it generates maximum revenue from France, followed by Canada, Italy, Norway, the USA, Sweden, and other countries.


Founded

1991

HQ

Sweden

Employees

204

Website

pricer.com

Financials (LTM)

Revenue: $232M
EBITDA: $15M

EV

$66M

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Pricer Financials

Pricer reported last 12-month revenue of $232M and EBITDA of $15M.

In the same LTM period, Pricer generated $53M in gross profit, $15M in EBITDA, and $2M in net income.

Revenue (LTM)


Pricer P&L

In the most recent fiscal year, Pricer reported revenue of $238M and EBITDA of $15M.

Pricer is profitable as of last fiscal year, with gross margin of 22%, EBITDA margin of 6%, and net margin of 0%.

See analyst estimates for Pricer
LTMLast FY202320242025202620272028
Revenue$232M$238M$288M$275M$231M
Gross Profit$53M$51M$49M$61M$51M
Gross Margin23%22%17%22%22%
EBITDA$15M$15M$8M$29M$13M
EBITDA Margin7%6%3%11%6%
EBIT Margin3%3%0%7%3%
Net Profit$2M$140K($5M)$14M$140K
Net Margin1%0%(2%)5%0%

Financial data powered by Morningstar, Inc.

Pricer Stock Performance

Pricer has current market cap of $65M, and enterprise value of $66M.

Market Cap Evolution


Pricer's stock price is $0.40.

Pricer share price decreased by 1.5% in the last 30 days, and by 27.8% in the last year.

See more trading valuation data for Pricer
EVMarket CapPrice 1DPrice 1MPrice 3MPrice 12MEPS
$66M$65M-0.7%-1.5%27.5%-27.8%$0.00

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Pricer Valuation Multiples

Pricer trades at 0.3x EV/Revenue multiple, and 4.2x EV/EBITDA.

See NTM and 2027E valuation multiples for Pricer

EV / Revenue (LTM)


Pricer Financial Valuation Multiples

As of June 3, 2026, Pricer has market cap of $65M and EV of $66M.

Pricer has a P/E ratio of 40.5x.

LTMLast FY202320242025202620272028
EV/Revenue0.3x0.3x0.2x0.2x0.3x
EV/EBITDA4.2x4.5x8.3x2.3x5.0x
EV/EBIT10.3x10.2x62.4x3.2x10.2x
EV/Gross Profit1.2x1.3x1.3x1.1x1.3x
P/E40.5xn/m(12.6x)4.6xn/m
EV/FCF7.9x5.3x(3.0x)(23.3x)5.3x

Multiples above and below 250x are considered non-meaningful (n/m). Valuation data powered by FactSet, Inc. and Morningstar, Inc.

Verified Pricer Valuation Multiples

Access all public comps and forward-looking valuation multiples like EV/Revenue in 2027, based on consensus analyst estimates. Powered by FactSet and Morningstar.

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Pricer Margins & Growth Rates

Pricer decreased revenue by 6% but EBITDA grew by 12% in the last fiscal year.

In the most recent fiscal year, Pricer reported gross margin of 22%, EBITDA margin of 6%, and net margin of 0%.

See estimated margins and future growth rates for Pricer

Pricer Margins

Last FY202420252026202720282029
Gross Margin22%22%22%24%
EBITDA Margin6%11%6%7%
EBIT Margin3%7%3%3%
Net Margin0%5%0%2%
FCF Margin5%(1%)5%3%

Pricer Growth Rates

FY+1/FY23/2424/2525/2626/2727/2828/29
Revenue Growth(6%)(5%)(16%)(3%)
Gross Profit Growth6%24%(15%)6%
EBITDA Growth12%265%(55%)26%
EBIT Growth13%1845%(69%)13%
Net Profit Growth2519%(373%)(99%)2519%
FCF Growth(43%)(87%)(540%)(43%)

Data powered by FactSet, Inc. and Morningstar, Inc.

Pricer Operational KPIs

Pricer's revenue per employee in the last FY averaged $1.2M, while opex per employee averaged $0.2M for the same period.

Pricer's Rule of 40 is 5% (metric relevant for SaaS companies only, counted as combined revenue growth rate and EBITDA margin).

Pricer's Rule of X is 1% (created by Bessemer, Rule of X is another metric to measure SaaS companies, ~1.5x stronger vs. the traditional Rule of 40, counted as revenue growth rate multiplied by 2.5 plus EBITDA margin).

Access forward-looking KPIs for Pricer
LTMLast FY202320242025202620272028
Rule of 405%5%---
Bessemer Rule of X2%1%---
Revenue per Employee-$1.2M---
Opex per Employee-$0.2M---
S&M Expenses to Revenue-9%8%8%9%
G&A Expenses to Revenue-8%6%5%8%
R&D Expenses to Revenue-2%2%2%2%
Opex to Revenue-19%17%15%19%

Data powered by FactSet, Inc. and Morningstar, Inc.

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Pricer Competitors

Pricer competitors include Tobii, Hoenle, Careium, Planet Image International, Sonel, Grodno, Teleste, Wrap Technologies, Deswell Industries and StrongPoint.

Most Pricer public comparables operate across Computer Hardware and Office Equipment & Supplies.

EV/RevenueEV/EBITDA
Last FYLTM2027ELast FYLTM2027E
Tobii1.3x1.4x3.5x4.6x
Hoenle1.0x1.0x16.2x15.0x
Careium0.9x0.9x6.4x6.0x
Planet Image International0.4x-(8.1x)-
Sonel0.8x-5.0x-
Grodno0.3x-(53.4x)-
Teleste0.6x0.6x7.3x6.9x
Wrap Technologies15.1x-(5.5x)-

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About Pricer

When was Pricer founded?Pricer was founded in 1991.
Where is Pricer headquartered?Pricer is headquartered in Sweden.
How many employees does Pricer have?As of today, Pricer has over 204 employees.
Who is the CEO of Pricer?Pricer's CEO is Magnus Larsson.
Is Pricer publicly listed?Yes, Pricer is a public company listed on Nasdaq Stockholm.
What is the stock symbol of Pricer?Pricer trades under PRIC B ticker.
When did Pricer go public?Pricer went public in 1995.
Who are competitors of Pricer?Pricer main competitors include Tobii, Hoenle, Careium, Planet Image International, Sonel, Grodno, Teleste, Wrap Technologies, Deswell Industries, StrongPoint.
What is the current market cap of Pricer?Pricer's current market cap is $65M.
What is the current revenue of Pricer?Pricer's last 12 months revenue is $232M.
What is the current revenue growth of Pricer?Pricer revenue growth (NTM/LTM) is (2%).
What is the current EV/Revenue multiple of Pricer?Current revenue multiple of Pricer is 0.3x.
What is the current EBITDA of Pricer?Pricer's last 12 months EBITDA is $15M.
What is Pricer's EBITDA margin?Pricer's last 12 months EBITDA margin is 7%.
What is the current EV/EBITDA multiple of Pricer?Current EBITDA multiple of Pricer is 4.2x.
What is the current FCF of Pricer?Pricer's last 12 months FCF is $8M.
What is Pricer's FCF margin?Pricer's last 12 months FCF margin is 4%.
What is the current EV/FCF multiple of Pricer?Current FCF multiple of Pricer is 7.9x.
How many companies Pricer has acquired to date?Pricer hasn't acquired any companies yet (or none have been disclosed publicly).
In how many companies Pricer has invested to date?Pricer hasn't invested in any companies yet (or none have been disclosed publicly).

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