Pierce Group AB Company Profile

Background

Overview

Pierce Group AB, established in 2008 and headquartered in Stockholm, Sweden, is a leading European e-commerce company specializing in motorcycle and snowmobile gear, apparel, and accessories. The company operates several online stores, including 24MX, XLMOTO, and Sledstore, catering to various segments within the powersports market. Pierce Group has solidified its position as a dominant player in the European Offroad segment, holding an estimated 28% online market share. In contrast, its presence in the Onroad segment is more nascent, with approximately 3% market penetration.

Mission and Vision

Pierce Group's mission is to provide a comprehensive and accessible online shopping experience for powersports enthusiasts across Europe. The company's vision is to be the leading European e-tailer for motorcycle and snowmobile gear, continually expanding its product offerings and market reach to meet the evolving needs of its customers.

Key Strategic Focus

Core Objectives

Market Leadership: Maintain and strengthen its leading position in the European Offroad market while expanding its footprint in the Onroad segment.

Customer Experience: Enhance the online shopping experience through user-friendly interfaces, extensive product information, and efficient logistics.

Operational Efficiency: Streamline operations to improve profitability and scalability.

Areas of Specialization

Product Range: Offer a diverse selection of products, including gear, parts, accessories, and streetwear, tailored to the needs of both Offroad and Onroad riders.

E-commerce Operations: Leverage a robust online platform to serve a wide customer base across multiple European markets.

Key Technologies Utilized

E-commerce Platforms: Utilize advanced e-commerce platforms to manage product listings, customer interactions, and order processing.

Logistics Management: Implement sophisticated logistics systems to ensure timely and efficient delivery across Europe.

Primary Markets Targeted

Offroad Segment: Cater to enthusiasts of motocross, enduro, and other offroad activities.

Onroad Segment: Serve riders of street motorcycles, including sport, cruiser, and touring bikes.

Financials and Funding

Funding History

Pierce Group has undergone significant ownership changes in recent years. In November 2024, Procuritas Capital Investors divested its entire 25.1% stake, valued at approximately SEK 137 million. This transaction led to increased holdings by existing investors, including Siba Invest AB and Investment AB Garnen. As of July 2025, Pierce Group employed around 320 individuals and had a market capitalization of SEK 657.19 million (approximately $70.6 million USD).

Recent Financial Performance

2024: Reported net revenue of SEK 1,628 million, marking a 6% increase in local currencies, and an adjusted operating profit (EBIT) of SEK 25 million.

Q1 2025: Achieved a 13% increase in net revenue to SEK 401 million, despite a challenging market environment leading to an adjusted EBIT loss of SEK 11 million.

Pipeline Development

As an e-commerce company, Pierce Group's pipeline development focuses on expanding its product offerings, enhancing its online platforms, and entering new markets. The company is actively implementing the 'Pierce 2.0' strategy, which involves a comprehensive upgrade of its technological infrastructure to support future growth and profitability.

Technological Platform and Innovation

Proprietary Technologies

E-commerce Platform: A customized platform designed to handle a vast inventory and provide a seamless shopping experience.

Logistics System: An integrated system that manages inventory, order processing, and delivery logistics across Europe.

Significant Scientific Methods

Data Analytics: Utilize data analytics to understand customer behavior, optimize inventory, and personalize marketing efforts.

Machine Learning: Implement machine learning algorithms to predict demand, manage pricing strategies, and enhance customer service.

Leadership Team

Key Executives

Göran Dahlin: Chief Executive Officer (CEO) since June 2023. Dahlin brings extensive experience in e-commerce and retail management, having previously held senior positions in leading European online retailers.

Fredrik Kjellgren: Chief Financial Officer (CFO) appointed in May 2025, effective Q4 2025. Kjellgren has a strong background in financial management within the e-commerce sector, with a focus on scaling operations and profitability.

Competitor Profile

Market Insights and Dynamics

The European powersports e-commerce market is characterized by robust growth, with the overall market valued at €800 billion in 2023 and projected to continue expanding. This growth is driven by increasing consumer interest in powersports activities and the convenience of online shopping.

Competitor Analysis

Alpinestars USA Inc.: A leading manufacturer of protective gear and apparel for motorsports, expanding its direct-to-consumer sales channels.

Dainese S.p.A.: An Italian company specializing in protective gear for motorcyclists, with a growing online presence.

GIVI S.p.A.: Known for motorcycle accessories, GIVI has been enhancing its e-commerce capabilities to reach a broader audience.

Strategic Collaborations and Partnerships

Pierce Group has engaged in strategic partnerships to enhance operational efficiency and customer experience. Notably, the company collaborated with RELEX Solutions to improve inventory management and operational performance.

Operational Insights

Pierce Group's pan-European operational model, featuring localized websites across 16 markets, allows for effective service to a wide geographic area. This localized approach enables adaptation to specific regional preferences and market dynamics, enhancing customer engagement.

Strategic Opportunities and Future Directions

The company is actively implementing the 'Pierce 2.0' strategy, focusing on a comprehensive upgrade of its technological infrastructure to support future growth and profitability. This transformation aims to modernize the company's technological foundation, ensuring long-term competitiveness in the evolving e-commerce landscape.