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    Is Cloetta (OM:CLA B) Using CandyKing’s NYC Flagship to Quietly Reposition Its Global Brand Strategy?

    Simply Wall St·12/12/2025 17:24:57
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    • CandyKing, part of Cloetta, announced on December 4, 2025 that it is opening a permanent Swedish candy store this week in New York City’s West Village, offering its full concept and exclusive products at 306 Bleecker Street.
    • This U.S. flagship gives American consumers direct influence over the store’s evolving assortment, turning customer input into a core element of CandyKing’s offering.
    • We’ll now examine how CandyKing’s New York flagship and U.S. expansion shape Cloetta’s investment narrative and long-term brand footprint.

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    What Is Cloetta's Investment Narrative?

    To own Cloetta, you need to believe in a stable Nordic confectionery business that can steadily convert strong brands into cash, while carefully testing selective growth bets. The CandyKing flagship in New York looks more like a brand and insight laboratory than a near term profit driver, so it probably does not change the core short term catalysts, which still sit around upcoming earnings, margin resilience and how management uses its strengthened EUR 240 million debt facilities. What could shift is the narrative: a credible U.S. footprint may support brand equity and pricing power if the concept resonates, but it also adds execution risk and cost visibility questions that investors will watch closely, especially after the share price’s strong run this year.

    However, one key risk could challenge the appeal of these expansion plans. Cloetta's shares have been on the rise but are still potentially undervalued by 33%. Find out what it's worth.

    Exploring Other Perspectives

    OM:CLA B 1-Year Stock Price Chart
    OM:CLA B 1-Year Stock Price Chart
    Seven Simply Wall St Community fair value views on Cloetta span roughly SEK35 to just over SEK107 per share, underlining how far apart expectations can be. Set that against the current focus on earnings momentum, margin trends and early U.S. store learnings, and it is clear you are weighing very different scenarios for how the business performs from here.

    Explore 7 other fair value estimates on Cloetta - why the stock might be worth 11% less than the current price!

    Build Your Own Cloetta Narrative

    Disagree with this assessment? Create your own narrative in under 3 minutes - extraordinary investment returns rarely come from following the herd.

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    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.