[Edaily Reporter KIM YOON-JEONG ] APR is trading higher in early trading. This is believed to be driven by the securities industry’s renewed emphasis on the company’s attractive valuation, which has raised expectations for a rebound this month.

According to MP Doctor on the 3rd, as of 9:22 a.m. today, APR(278470)is trading at 334,500 won, up 14,500 won (4.53%) from the previous trading day.
On the same day, Korea Investment & Securities maintained its “Buy” investment rating and target price of 520,000 won for APR.
Kim Myung-ju, an analyst at Korea Investment & Securities, stated, “APR’s current 12-month forward price-to-earnings ratio (PER) stands at 17.6 times based on the consensus, which is lower than the average of 19.8 times for major listed brands, making it attractive,” adding, “Despite being the Korean brand expanding its recognition most rapidly in the global market, its current valuation is the lowest.”
Korea Investment & Securities noted that while profitability faced some pressure in the second quarter due to increased costs associated with the expanded Amazon Prime Day promotion, strong sales growth is expected to offset this. The firm also assessed that the company’s medium- to long-term growth potential remains valid, given the expanding brand recognition, particularly in the U.S. and Europe.
Analyst Kim added, “While second-quarter earnings are expected to be solid, stable performance and attractive valuation will come into focus in August,” noting, “It is also positive that cosmetics exports to the U.S. in July reached $239.44 million, up 9.5% from the previous month and 42.6% year-over-year, marking a record high on a monthly basis.”