| Valuation method | Value, € | Upside, % |
|---|---|---|
| Artificial intelligence (AI) | 64.04 | 11175 |
| Intrinsic value (DCF) | 0.32 | -44 |
| Graham-Dodd Method | n/a | |
| Graham Formula | 7.69 | 1253 |
Cherry AG is a Germany-based manufacturer and distributor of high-performance computer input devices, catering to both professional and gaming markets. Founded in 1953 and headquartered in Auerbach, the company specializes in office and home office peripherals, including mice, keyboards, and desktop sets, as well as mechanical keyboard switches and gaming accessories. Cherry AG also provides security-related products, USB terminals, and card readers, distributing its offerings through a network of distributors, resellers, and partners. Operating in the competitive computer hardware sector, Cherry AG leverages its long-standing brand reputation and German engineering to serve a global customer base. Despite challenges in profitability, the company remains a niche player in the gaming and professional peripherals market, with a focus on quality and innovation.
Cherry AG presents a high-risk investment opportunity due to its recent financial struggles, including a significant net loss of €126.9 million in FY 2023 and negative operating cash flow. The company operates in a highly competitive market dominated by larger players, which may limit its growth potential. However, its strong brand recognition in mechanical keyboard switches and gaming peripherals could offer a turnaround opportunity if operational efficiencies improve. Investors should closely monitor the company’s ability to stabilize cash flow and reduce debt (€65.8 million) while maintaining its niche market positioning. The lack of dividends further reduces near-term appeal, making this stock suitable only for speculative investors with a high-risk tolerance.
Cherry AG competes in the crowded computer peripherals market, where it differentiates itself through specialized mechanical keyboard switches and gaming accessories. Its German engineering heritage provides a quality advantage, particularly in enthusiast and professional segments. However, the company faces intense competition from larger global brands with stronger distribution networks and economies of scale. Cherry’s financial instability (negative EPS of -€5.45) limits its ability to invest in R&D and marketing compared to rivals like Logitech and Razer. Its niche focus on high-performance peripherals helps maintain a loyal customer base, but broader market penetration remains challenging. The company’s security-related products and industrial input devices offer some diversification, though these segments are also contested by specialized competitors. Without significant capital infusion or strategic partnerships, Cherry AG may struggle to regain profitability in the face of aggressive pricing and innovation from dominant players.