Considering CDON’s near-term growth, the shares do not appear to be egregiously priced. It is not unusual for technology companies to attract high valuation multiples. These reflect the anticipated growth expected of these types of businesses. While it may be tempting to treat CDON similarly, we make two general observations. First, although CDON is characterized as an Internet or ecommerce company, we believe that the description “retailer” is more apt. Fundamentally, CDON is no different than Wal-Mart’s online business, other than that the latter company has a much better distribution network
and economy of scale. Second, CDON’s business is presently highly dependent upon the success of the Entertainment division. As the transition from physical medium to downloadable media progresses, CDON should feel the impact, even though the company does participate in the download market. It is due to the competitiveness of the market that
the Entertainment division generates operating margins of only 6%-7%, versus 12% for Sports & Health (but still exceeding the 5% operating margin of Fashion).
Aside from the sale of its own branded sports products and clothing items, the company does not appear to have any clear-cut advantages vis-à-vis its competitors. Should CDON flourish, it is likely to attract more competition. Additionally, the extent of CDON Group’s organic growth is still somewhat unclear, given that its historical sales growth was aided by multiple acquisitions. Since the purchases were completed when CDON was still part of a larger organization, it might not have the same advantages or bargaining power as a freestanding company. In the event that CDON pursues additional acquisitions in the future, they might be made at a greater cost. For these reasons, we would caution against being overly generous in terms of valuation.
To observe the extremes at which valuations may occur, one only need to look to Amazon.com. Although the company has indeed established itself as the de facto ecommerce juggernaut, it is well reflected in its share price. Amazon.com trades at 73x earnings, 12x book value, 39x cash flow and 31x EBITDA. One can infer that the multiples accorded to Amazon.com reflect the geographic growth that is still available to the company – that is, international expansion. CDON Group, on the other hand, appears to be strictly focused on dominating a local region. Clearly, it would be improper to apply Amazon.com’s metrics to CDON.
Nevertheless, a multiple of perhaps 20x earnings would still be within reason for a value oriented investor. As such, fair value would be established at SEK 33.00 – 34.00 per share. As a result, we would conclude that at present the shares are not substantially undervalued to recommend purchase.