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olivLaw · European equity research

Elon AB (publ) ELON.ST

Sweden · Nasdaq Stockholm · ISIN SE0001572520 · Vertical: Listed companies from Sweden

50.80SEK+4.53% · 1 dayClose 05 Nov 2026

Elon AB is a Nordic home-goods retailer with a network of locally run stores in Sweden and Norway, plus private-label brands such as Nordanro and Canvac. Its relevance now lies in its reliance on consumer demand that is sensitive to inflation and interest rates, as described in the 2025 annual report.

At the close of 05 Nov 2026, Elon AB (publ) (ELON.ST) stock was 50.80 SEK (+4.53% on the day), with market capitalisation 754.6 m SEK, dividend yield 2.46%, beta 0.50, 52-week range 15.55–52.00 SEK.

Data as of · AI analysis dated · Source: ESEF annual reports and closing prices, computed by olivLaw.

Market cap
754.6 m SEK
shares as of 31 Dec 2025
P/E (TTM)
unavailable
Diluted EPS TTM -6.69 · TTM to 31 Dec 2025
E/P (TTM)
-13.17%
TTM to 31 Dec 2025
Dividend yield
2.46%
DPS 12m 1.25
Beta (2y)
0.50
Volatility (1y) 74%
52-week range
15.5552.00

Price history

Loading chart…

Technical reading

RSI (14)
62.6
strong (55–70)
Bollinger (20, 2)
40.09 – 50.52
above the upper band · %B 1.03 · band width 23.0%
SMA 50 / 200
39.81 / 24.27
uptrend (price > SMA50 > SMA200)
MACD (12, 26, 9)
2.21 / 2.20
MACD above signal

Indicators describe past prices; on their own they do not predict direction. On our history the RSI ≤ 40 filter added no return (see the signals methodology).

Performance

CompanyEURO STOXX 50vs EURO STOXX 50Vertical median
1 month+1.2%−0.6%+1.8 pp—
3 months+166.7%−4.2%+170.8 pp—
6 months+157.9%+4.3%+153.5 pp—
Year to date+201.5%+7.5%+194.0 pp—
1 year+176.1%+9.9%+166.2 pp−8.5%
3 years+82.1%+49.8%+32.2 pp+12.3%
5 years−15.6%+42.8%−58.4 pp—
Max drawdown (1y)
−23.4%
20 Jan 2026 → 03 Mar 2026
Max drawdown (5y)
−83.2%
07 Jan 2022 → 03 Mar 2026
Compound annual growth (5y)
−3.3%
EURO STOXX 50 +7.4%

Price returns, dividends excluded.

Quarterly results

ESEF annual reports carry no quarters: the results are annual (below).

E/P over time

E/P = trailing-12-month diluted EPS / price at quarter end. E/P is the inverse of P/E and stays defined when earnings are negative.

Fiscal years

Fiscal year202320242025
Revenue4.9 bn4.7 bn4.7 bn
Revenue YoYunavailable−3.3%−1.2%
Net income-16.7 m-23.1 m-99.4 m
Net income YoYunavailableunavailableunavailable
Diluted EPS-1.12-1.56-6.69
Diluted EPS YoYunavailableunavailableunavailable
net %-0.3%-0.5%-2.1%
Free cash flow157.7 m-5.5 m151.1 m

Balance sheet & financial health

Fiscal year 2025 · 31 Dec 2025

Cash
26.0 m SEK
Financial debt
1.4 m SEK
Net debt
-24.6 m SEK
Equity
368.1 m SEK
Total assets
1.8 bn SEK
Debt / equity
0.00x
Current ratio
1.08x
ROE
-23.1%
ROA
-5.0%
FCF margin
3.2%

Financial statements (source on every figure)

Revenue and net income (SEK)

Margins

Income statement · SEK

Revenue
2023
4.9 bn
2024
4.7 bn
2025
4.7 bn

esef· 26 Oct 2026verified

Operating income
2023
4.7 m
2024
-23.2 m
2025
-41.1 m

esef· 26 Oct 2026verified

Depreciation & amortisation
2023
95.0 m
2024
98.3 m
2025
106.0 m

esef· 26 Oct 2026verified

EBITDA
2023
99.7 m ≈
2024
75.1 m ≈
2025
64.9 m ≈

esef· 26 Oct 2026derived

Interest expense
2023
25.3 m
2024
19.4 m
2025
32.9 m

esef· 26 Oct 2026verified

Pre-tax income
2023
-11.9 m
2024
-31.7 m
2025
-95.3 m

esef· 26 Oct 2026verified

Income tax
2023
4.7 m
2024
-8.7 m
2025
4.0 m

esef· 26 Oct 2026verified

Net income
2023
-16.7 m
2024
-23.1 m
2025
-99.4 m

esef· 26 Oct 2026verified

Diluted EPS
2023
-1.12
2024
-1.56
2025
-6.69

esef· 26 Oct 2026verified

Dividend per share
2023
1.25
2024
—
2025
1.25

esef· 26 Oct 2026verified

Balance sheet · SEK

Cash
2023
130.2 m
2024
53.1 m
2025
26.0 m

esef· 26 Oct 2026verified

Inventories
2023
604.4 m
2024
658.1 m
2025
582.7 m

esef· 26 Oct 2026verified

Current assets
2023
1.6 bn
2024
1.5 bn
2025
1.3 bn

esef· 26 Oct 2026verified

Property, plant & equipment, net
2023
69.0 m
2024
63.0 m
2025
37.4 m

esef· 26 Oct 2026verified

Goodwill
2023
43.8 m
2024
87.1 m
2025
92.3 m

esef· 26 Oct 2026verified

Intangibles (excl. goodwill)
2023
91.4 m
2024
85.6 m
2025
79.6 m

esef· 26 Oct 2026verified

Total assets
2023
2.2 bn
2024
2.1 bn
2025
1.8 bn

esef· 26 Oct 2026verified

Short-term debt
2023
0
2024
78.4 m
2025
0

esef· 26 Oct 2026verified

Long-term debt
2023
0
2024
3.0 m
2025
1.4 m

esef· 26 Oct 2026verified

Current liabilities
2023
1.4 bn
2024
1.4 bn
2025
1.2 bn

esef· 26 Oct 2026verified

Equity
2023
511.3 m
2024
491.5 m
2025
368.1 m

esef· 26 Oct 2026verified

Shares outstanding at year end
2023
14.9 m
2024
14.8 m
2025
14.9 m

esef· 26 Oct 2026derived

Cash flow · SEK

Operating cash flow
2023
173.5 m
2024
3.6 m
2025
157.5 m

esef· 26 Oct 2026verified

Capex
2023
15.8 m
2024
9.1 m
2025
6.4 m

esef· 26 Oct 2026verified

Free cash flow
2023
157.7 m ≈
2024
-5.5 m ≈
2025
151.1 m ≈

esef· 26 Oct 2026derived

Investing cash flow
2023
-18.7 m
2024
-60.1 m
2025
-22.4 m

esef· 26 Oct 2026verified

Financing cash flow
2023
-76.6 m
2024
-20.6 m
2025
-162.2 m

esef· 26 Oct 2026verified

Computed indicators

Growth

Revenue growth (YoY)
-1.2%
computed by olivLawFY 2025
Revenue CAGR 3Y
unavailable
input data missing
Revenue CAGR 5Y
unavailable
input data missing
EBIT growth (YoY)
unavailable
the base of the ratio is not positive
Net income growth (YoY)
unavailable
the base of the ratio is not positive
Net income CAGR 3Y
unavailable
input data missing
Net income CAGR 5Y
unavailable
input data missing
EPS growth (YoY)
unavailable
the base of the ratio is not positive
EPS CAGR 3Y
unavailable
input data missing
EPS CAGR 5Y
unavailable
input data missing
FCF growth (YoY)
unavailable
the base of the ratio is not positive

Profitability

Gross margin
unavailable
input data missing
EBITDA margin
1.4%
computed by olivLawFY 2025
EBIT margin
-0.9%
computed by olivLawFY 2025
Net margin
-2.1%
computed by olivLawFY 2025
FCF margin
3.2%
computed by olivLawFY 2025

Returns

ROE
-23.1%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
ROA
-5.0%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
ROIC
-8.0%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
ROCE
-6.6%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
Payout ratio (EPS)
unavailable
insufficient data
Payout ratio (FCF)
unavailable
input data missing

Balance sheet

Net debt
-24.6 m SEK
computed by olivLawbalance sheet at 31 Dec 2025
Net debt / EBITDA
-0.4x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
Debt / equity
0.0x
computed by olivLawbalance sheet at 31 Dec 2025
Interest coverage
-1.3x
computed by olivLawFY 2025

Liquidity

Current ratio
1.1x
computed by olivLawbalance sheet at 31 Dec 2025
Quick ratio
0.6x
computed by olivLawbalance sheet at 31 Dec 2025
Cash ratio
0.0x
computed by olivLawbalance sheet at 31 Dec 2025

Cash

Operating cash flow
157.5 m SEK
computed by olivLawFY 2025
Capital expenditure
6.4 m SEK
computed by olivLawFY 2025
Free cash flow
151.1 m SEK
computed by olivLawFY 2025
FCF conversion
unavailable
insufficient data
Cash conversion
242.6%
computed by olivLawFY 2025

Efficiency

Days sales outstanding
unavailable
input data missing
Days inventory outstanding
unavailable
input data missing
Days payables outstanding
unavailable
input data missing
Cash conversion cycle
unavailable
input data missing

Market and valuation

Market capitalisation
754.6 m SEK
computed by olivLawbalance sheet at 31 Dec 2025
Enterprise value
730.0 m SEK
computed by olivLawbalance sheet at 31 Dec 2025
Market cap / net income TTM
unavailable
insufficient data
P/E (TTM)
unavailable
insufficient data
Earnings yield
-13.2%
computed by olivLawFY 2025
P/B
2.0x
computed by olivLawbalance sheet at 31 Dec 2025
P/S
0.2x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
EV/EBITDA
11.2x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
EV/EBIT
unavailable
insufficient data
EV/Sales
0.2x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
P/FCF
5.0x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
FCF yield
20.0%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
Dividend yield
2.5%
computed by olivLawFY 2025
Shareholder yield (distributions)
unavailable
input data missing

1 indicators that do not apply to the sector.

Valuation

olivLaw classification

Insufficient data
What is missing
  • score weight coverage: 56.2% of at least 60%

A scoring methodology on indicators and valuation, not investment advice.

Closing price

50.80 SEK

05 Nov 2026Source: olivLaw, closing series

Market cap: 754.6 m SEK

Key indicators

Market capitalisation
754.6 m SEK
computed by olivLawbalance sheet at 31 Dec 2025
P/E (TTM)
unavailable
insufficient data
P/B
2.0x
computed by olivLawbalance sheet at 31 Dec 2025
EV/EBITDA
11.2x
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
ROE
-23.1%
computed by olivLawFY 2025 · balance sheet at 31 Dec 2025
Net margin
-2.1%
computed by olivLawFY 2025
Revenue growth (YoY)
-1.2%
computed by olivLawFY 2025
Dividend yield
2.5%
computed by olivLawFY 2025

Coverage and freshness

27/37 reporting lines present
Latest full fiscal year: 2025
Latest reported period: 31 Dec 2025
Latest balance sheet date: 31 Dec 2025
Share count (cover of the latest filing), as of: 31 Dec 2025
Source: esefpublished 26 Oct 2026
verified 79derived 3

Score by group

56% · Insufficient data

Estimated value range

unavailable — no valuation assumptions for the reporting currency

Valuation assumptions are editorial choices, not measured; beta is not measured.

Valuation methods

    Assumptions (illustrative, editorial)

    Risk-free rate
    6.5%
    Equity risk premium
    6.0%
    Beta (default)
    1.00
    Cost of equity
    12.5%
    Terminal growth
    3.0%

    Factor scorecard

    Insufficient data

    Minimum-evidence gate: score weight coverage: 56.2% of at least 60%

    FactorValueScoreWeight used
    ROIC · Quality-8.0%13 (vs peers)19%
    Net margin · Quality-2.1%17 (vs peers)11%
    FCF conversion · Qualityunavailableunavailable—
    Revenue CAGR 3Y · Growthunavailableunavailable—
    EPS CAGR 3Y · Growthunavailableunavailable—
    Net debt / EBITDA · Balance sheet-0.4x100 (on a fixed band)19%
    Interest coverage · Balance sheet-1.3x0 (on a fixed band)11%
    Current ratio · Balance sheet1.1x24 (on a fixed band)7%
    P/E (TTM) · Valuationunavailableunavailable—
    EV/EBITDA · Valuation11.2x34 (on a fixed band)19%
    FCF yield · Valuation20.0%100 (on a fixed band)15%
    Shareholder yield (distributions) · Returnsunavailableunavailable—
    Payout ratio (FCF) · Returnsunavailableunavailable—

    Factors without a value were dropped; the remaining weights were renormalised.

    Score groups

    • Balance sheet55/100 · 3/3 factors with a value
    • Growth· partialunavailable · 0/2 factors with a value
    • Quality14/100 · 2/3 factors with a value
    • Returns· partialunavailable · 0/2 factors with a value
    • Valuation63/100 · 2/3 factors with a value

    A «partial» group is computed from under half of its weight or from one factor: it is not a full assessment of the group.

    Memo

    Elon AB (publ) (ELON.ST). Latest full fiscal year: 2025; data up to 2025-12-31.

    Figures computed from the financial statements: revenue 4.7 bn SEK in 2025; YoY growth -1.2%; net margin -2.1%; ROE -23.1%; net debt/EBITDA -0.4x.

    The estimated value range is 21.43–34.48 SEK per share (median of 3 methods, agreement: low); assumptions are illustrative. Against the central value of 24.90 SEK, the price of 50.80 SEK leaves a potential of -51.0% (value / price − 1) and a margin of safety of -104.0% (1 − price / value). The range is the median of the methods' low, central and high values, not a probability interval.

    Insufficient data for a verdict (score weight coverage: 56.2% of at least 60%).

    Text generated deterministically from the figures shown; no language model. Not investment advice.

    What supports the thesis

    • Net debt / EBITDA: -0.4x
    • FCF yield: 20.0%

    What contradicts it

    • ROIC: -8.0%
    • Net margin: -2.1%
    • Interest coverage: -1.3x
    • Current ratio: 1.1x
    • The price is above the estimated value range
    • The valuation methods diverge

    Not assessed (insufficient data or a ratio without meaning): FCF conversion, Revenue CAGR 3Y, EPS CAGR 3Y, P/E (TTM), Shareholder yield (distributions), Payout ratio (FCF).

    Versus the vertical median

    Listed companies from Sweden · same country · compared with 39 companies

    Multiples and returns vs the median

    P/E
    —
    vertical median 22.9x
    EV/EBITDA
    11.2x
    vertical median 5.3x
    above median (+111.4%)
    P/S
    0.2x
    vertical median 1.1x
    below median (−85.6%)
    P/B
    2.0x
    vertical median 1.4x
    above median (+49.3%)
    ROE
    -23.1%
    vertical median 7.4%
    below median (−412.9%)
    Net margin
    -2.1%
    vertical median 4.3%
    below median (−149.5%)
    EBIT margin
    -0.9%
    vertical median 6.0%
    below median (−114.6%)
    Revenue YoY
    -1.2%
    vertical median 1.3%
    below median (−190.2%)
    Net debt/EBITDA
    -0.4x
    vertical median 1.5x
    below median (−126.0%)
    Dividend yield
    2.5%
    vertical median 2.5%
    at median

    Price rebased to 100 (monthly, 5 years)

    Companies in the vertical

    Market capP/EROENet marginRevenue YoY1A / 3A
    ALFA.STAlfa Laval AB223.0 bn27.019.4%11.9%+4.1%+21% / +38%
    BOL.STBoliden Ab143.0 bn15.213.3%10.1%+4.8%+12% / +81%
    CAST.STCastellum Aktiebolag66.6 bn71.01.2%9.8%−2.6%+27% / +6%
    AAK.STAak Ab (publ)47.5 bn13.917.2%7.5%+2.2%−31% / −14%
    CAMX.STCamurus AB42.5 bn58.519.5%32.5%+21.3%+16% / +55%
    BRAV.STBravida Holding AB30.1 bn24.513.7%4.4%−4.9%+84% / +123%
    ASKER.STAsker Healthcare Group AB29.8 bn60.59.8%2.9%+11.7%−18% / unavailable
    ALLEI.STAlleima AB22.7 bn33.84.1%3.6%−5.4%+11% / +19%
    BURE.STBure Equity AB22.6 bn—-21.0%—unavailable+20% / +19%
    AQ.STAQ Group AB19.7 bn29.214.9%7.5%+6.0%+14% / +119%
    ALTRA.STAltra Fastigheter AB18.4 bn33.93.0%15.1%−2.2%+9% / +19%
    ATT.STAttendo AB (publ)16.8 bn20.715.1%4.3%+0.1%+34% / +223%
    AFRY.STAfry Ab14.9 bn18.76.2%3.1%−5.2%−17% / +4%
    ATRLJ-B.STAtrium Ljungberg AB14.0 bn17.12.9%23.9%−2.0%−33% / −44%
    ALIG.STAlimak Group AB (publ)12.7 bn21.38.2%8.8%−3.2%−18% / +50%
    ACAD.STAcadeMedia AB12.7 bn15.512.7%4.3%+9.7%+22% / +138%
    APOTEA.STApotea AB (publ)10.7 bn46.831.3%3.2%+10.1%+15% / unavailable
    BOOZT.STBoozt AB10.6 bn37.910.4%3.6%+0.5%+58% / +44%
    BUFAB.STBufab AB (publ)5.0 bn9.215.1%6.9%−7.4%+36% / +110%
    ACTI.STActive Biotech AB (publ)4.9 bn—-84.5%—unavailable−32% / −77%
    CEVI.STCellaVision AB4.7 bn30.818.0%20.2%+4.9%+20% / +12%
    COOR.STCoor Service Management Holding AB4.7 bn18.213.0%2.2%+16.7%+1% / +25%
    BHG.STBHG Group AB4.5 bn31.12.5%1.4%+6.2%−18% / +113%
    CARA.STCarasent AB (publ)1.8 bn51.74.1%10.1%+24.9%−8% / +87%
    BICO.STBICO Group AB1.7 bn—-46.0%-72.7%−13.3%+16% / −51%

    1- and 3-year price returns: for ELON.ST from daily closes (the same as the performance table), for the other companies from month-end closes.

    olivLaw engine forecast

    The world engine ran after the company's latest material disclosure. Probabilities are of TOUCHING a level within the horizon (not closing there) and sit next to the random walk (p_rw), the no-information benchmark.

    The engine has no published run for this company yet.

    Valuation scenarios (editable assumptions)

    Illustrative scenarios

    Illustrative: not forecasts and without probabilities. Each case is one coherent set of assumptions, computed on today's figures.

    Bear
    Allowed range: -50 … 50%
    Allowed range: -100 … 100%
    Allowed range: 0 … 100
    Allowed range: -10 … 20%
    Allowed range: 0 … 100%
    Base
    Allowed range: -50 … 50%
    Allowed range: -100 … 100%
    Allowed range: 0 … 100
    Allowed range: -10 … 20%
    Allowed range: 0 … 100%
    Bull
    Allowed range: -50 … 50%
    Allowed range: -100 … 100%
    Allowed range: 0 … 100
    Allowed range: -10 … 20%
    Allowed range: 0 … 100%
    Nothing is saved.

    Estimated price (SEK)

    Estimated priceBearBaseBull
    1 years
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    3 years
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    5 years
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    insufficient data
    Total return unavailable · Per year unavailable
    What moves the 3-year price the most

      AI analysis

      AI-generatedAI-generated analysis (Claude) from cited public sources; it may contain errors. Not investment advice. As of 27 Oct 2026 · Model: claude-haiku-5-5.

      In brief

      Elon AB is a Nordic home-goods retailer with a network of locally run stores in Sweden and Norway, plus private-label brands such as Nordanro and Canvac. Its relevance now lies in its reliance on consumer demand that is sensitive to inflation and interest rates, as described in the 2025 annual report.

      SWOT

      Strengths

      • The network of local stores run by independent retailers builds close customer relationships and a recognised name.
      • Central purchasing and shared logistics provide scale advantages and good terms with suppliers.
      • The Nordanro and Canvac private-label brands allow differentiation and greater control over range and pricing.

      Weaknesses

      • The business depends on consumer demand in a few markets, making the company sensitive to regional economic downturns.
      • Large stocks of home electronics expose the company to the risk of obsolescence and write-downs.
      • The majority shareholder holds a very large stake, which may limit the influence of other investors on decisions.

      Opportunities

      • Developing repair services and circular-economy programmes could open new revenue from the product life cycle.
      • Expanding private-label brands and specialist concepts could improve margins in high-demand product categories.
      • Selected international markets offer growth potential, if the franchise-based model proves transferable.

      Threats

      • High inflation and interest rates may reduce consumer spending on home goods and renovations.
      • E-commerce and specialist competitors could erode market share and add pressure on prices.
      • Geopolitical uncertainty and currency fluctuations may affect purchasing costs and financial results.

      Risks

      • Consumer demandhigh

        A fall in demand for home goods, caused by macroeconomic conditions, could affect sales and results.

      • Goods pricing and availabilitymedium

        Dependence on suppliers and changes in purchase prices could reduce margins if they cannot be passed on to customers.

      • Currency riskmedium

        Exposure to transactions in different currencies may affect the reported costs and revenues.

      • Inventory riskmedium

        Large stocks of home electronics could generate losses if products become obsolete.

      • Credit risklow

        Credit sales to customers could generate losses, although the company says historical credit losses have been limited.

      Investment thesis

      What would need to be true (bull case)

      • If the Nordic economy recovers and renovation demand rises, the local store network and private-label brands could support sales growth.
      • If Nordanro and Canvac increase their share of sales, the company's margins could benefit from differentiation and range control.
      • If repair services and circular-economy programmes develop, Elon could generate additional revenue across the product life cycle.

      What would break the thesis

      • If inflation and interest rates stay high, consumers could postpone home purchases, pressing sales.
      • If e-commerce and specialist competitors gain market share, price pressure could reduce the company's margins.
      • If large stocks of home electronics become obsolete, the company could record write-downs and further losses.

      What to watch

      • Development of sales and margins in the Nordanro and Canvac private-label brandsNext quarterly report
      • Impact of inflation and interest rates on demand for home goods2027
      • Development of the service and repair business and recycling programmes2027
      • Decision on possible application of CSRD rules and effect on reportingNext annual report

      Products, market & competition

      AI-generatedAI-generated analysis (Claude) from cited public sources; it may contain errors. Not investment advice. As of 27 Oct 2026 · Model: claude-haiku-5-5.

      The business

      The company also runs private-label brands that support margins and control over the range, including Nordanro for kitchens and storage, sold through Elon stores and dedicated concept stores, and Canvac for climate, heating and indoor air 1. Canvac includes heat pumps and air purifiers sold in Elon stores in Sweden and Norway and through independent resellers 1. Elvita is described as a strategic tool for controlling range and pricing 1.

      Elon also promotes installation, service and repair offerings, as well as circular-economy initiatives such as product return and recycling flows 1. The company reports on sustainability using a double materiality analysis, although it is not legally required to report under CSRD 1.

      Segments

      Nordanro private label

      Nordanro is the private-label brand for kitchens and storage solutions, covering kitchens, storage, bathroom, laundry and hall ranges, sold through Elon stores and Nordanro concept stores 1. The offer includes concepts such as Nordanro Flex and Nordanro Nya Luckor, for full or limited renovations 1.

      Canvac private label

      Canvac covers climate control, heating and indoor air quality, with a focus on use in Nordic conditions, both in permanent homes and holiday houses 1. Products are made by selected suppliers, mainly in Asia 1.

      Market context

      Elon operates mainly in Sweden and Norway, with presence in some selected international markets, and competes with small and large physical retailers as well as e-commerce 1. The annual report indicates that demand for its products depends on macroeconomic conditions, inflation and interest rates 1.

      The Nordic home-goods retail market is shaped by discretionary consumer spending and the general economic climate, factors the company monitors continuously to adjust its operations 1.

      Trends

      • Inflation and interest-rate pressure on consumptionheadwind

        The company states that demand, inflation and currency risks had a significant impact during 2025 and are expected to remain relevant in the following year 1. If buyers postpone renovations and home purchases, demand for Elon products could fall 1.

      • Focus on private label and marginstailwind

        The private-label brands Nordanro and Canvac are presented as means of differentiation and of improving margin conditions, which could support profitability if their sales grow 1.

      • Circular economy and repair servicesmixed

        Elon is developing its service and repair business and aims to increase the share of recycled material, which may open new opportunities across the product life cycle 1. The cost and complexity of these programmes may however limit their short-term impact on results 1.

      • Regulation and sustainability reportingmixed

        The company is not yet subject to CSRD obligations but has chosen to draw on the ESRS standards, which could prepare it for possible future requirements 1. If the rules are extended, compliance costs could rise 1.

      Competitive position

      Elon competes with other home-goods retailers and with e-commerce platforms in the region, which offer different prices and ranges 1. The company's strength rests on its network of local stores, central purchasing and long-term customer relationships 1.

      Private-label brands and specialist advisory in its stores are the means through which Elon seeks to differentiate itself from retail and online competitors 1.

      • Physical home-goods retailers in Northern Europe

        Regional competitors referred to generically in the report, without individual identification.

      • E-commerce platforms

        Online competition is mentioned as pressure on prices and distribution, without named players in the source.

      • Specialist kitchen retailers

        Specialist competitors are directly targeted by the Nordanro concept described in the report.

      • Climate and heat-pump suppliers

        The Canvac range competes with other suppliers in the climate and indoor air segment.

      News & filings

      In the press

      Annual reports (ESEF)

      Sources

      1. [1] Annual report, fiscal year ended 2025-12-31 (ESEF) · SEC / Elon AB (publ) · 31 Dec 2025

      Figures computed by olivLaw from ESEF annual reports and closing prices; the qualitative analysis is AI-generated from cited sources. Not investment advice.