Celsius Holdings announced on November 10, 2025 that its Board of Directors has authorized a new share repurchase program that allows the company to buy back up to $300 million of its outstanding common stock. The program is flexible—shares may be repurchased through open‑market transactions, private negotiations, or other means—and it has no expiration date or required purchase schedule.
The authorization comes after a strong Q3 2025 earnings release in which the company reported revenue of $725.1 million, up 173 % year‑over‑year, and a gross margin of 51.3 %, an increase from 46.0 % in the prior year. The revenue surge was driven by robust demand in the core Celsius and Alani Nu brands, as well as a 20 % rise in the newly launched Celsius Hydration line, which helped offset modest growth in the Rockstar Energy segment. The margin expansion was largely attributable to lower promotional spend, scale benefits from the expanded distribution network, and a shift toward higher‑margin product mixes.
Management highlighted the company’s strong balance sheet and cash generation as the foundation for the buyback. CEO John Fieldly said, “This authorization gives us the flexibility to act when we see a disconnect between Celsius’ market valuation and the underlying strength of our business fundamentals. We have a strong balance sheet and robust cash generation, which allow us to opportunistically repurchase shares when we believe they are undervalued—such as at times like these—while maintaining ample capacity to invest in our growth and reduce debt.” The statement underscores the company’s confidence that the shares are undervalued and that the buyback can be executed without compromising future investment plans.
The announcement was met with a positive market reaction, with analysts noting the program’s flexibility and the company’s solid cash position. The move signals management’s belief that the stock is undervalued and provides a tool to support the share price while preserving capital for growth initiatives and debt reduction.
The share repurchase program reduces equity dilution and can improve earnings per share, but it also demonstrates that Celsius is comfortable returning capital to shareholders while continuing to invest in its functional beverage portfolio. The program’s flexibility allows the company to adjust buyback activity in response to market conditions, providing a balance between shareholder returns and long‑term growth.
The authorization reflects management’s confidence in Celsius’s financial health and its ability to generate cash, and it positions the company to capitalize on undervalued share prices while maintaining the resources needed to pursue strategic acquisitions and expand its product portfolio.
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