Pierce Group

What Pierce Group does

Pierce Group AB (publ) is a Stockholm-headquartered, Nasdaq Stockholm-listed e-commerce company operating Europe's leading online destinations for motocross, motorcycle and snowmobile riders. Founded in 2008 by motocross enthusiasts Stefan Rönn and Daniel Petersen, Pierce runs three store-brand platforms — 24MX (motocross/enduro), XLMOTO (on-road) and Sledstore (snowmobile) — serving customers across approximately 40 European markets through locally adapted websites with localized storefronts, delivery and payment options. Distribution is centralized through a warehouse in Szczecin, Poland.

The commercial offering combines third-party branded products with eight proprietary private label brands (Raven, Proworks, A9 Racing Oils, Twenty, Course, Ride & Sons, Razorback Tires, Snell) that anchor best-selling product share and protect margin. Underlying technology includes a new cloud-based e-commerce platform (piloted in 2025) supported by a Customer Data Platform (CDP), Product Information Management (PIM) system and a Warehouse Management System (WMS) targeted for completion in H1 2026, with AI-supported tools deployed for performance marketing allocation, decision-making and operational monitoring.

Pierce generates revenue through direct-to-consumer online sales of gear, parts, accessories and apparel, with 2025 net revenue of SEK 1,816 million (12% reported / 14% local-currency growth) and Q1 2026 revenue of SEK 421 million (5% reported / 10% local). Following the Q3 2023 launch of the Pierce 2.0 transformation program, white-collar headcount was reduced approximately 40% (from 256 to 156) while revenue per white-collar FTE rose 90% and adjusted EBIT improved to SEK 45 million (2.5% margin) in 2025. The company is publicly listed since March 2021, with major shareholder Procuritas holding approximately 33% and recent governance changes including CFO Fredrik Kjellgren (November 2025) and ongoing board/management share accumulation through 2026.

Name

Pierce Group

Legal name

Pierce Group AB (publ)

Website

https://www.piercegroup.com

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Pierce Group AB (publ) is a Stockholm-listed e-commerce company operating Europe's leading online destinations for motocross, motorcycle and snowmobile riders via its 24MX, XLMOTO and Sledstore platforms, serving customers across approximately 40 European markets with branded and private label gear, parts and accessories.

Ownership category

akta.pro rank

Product category

Motorcycle & Powersports E-commerce Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Snowmobile Riding Gear Retail (CRAMANAI)

Keywords

• Motorcycle e-commerce
• Motocross gear retail
• Snowmobile equipment
• Powersports retail
• Private label brands

Headquarters

HQ city

Älvsjö

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. E-commerce Product Sales: Revenue generated from direct online sales of motocross, motorcycle, and snowmobile gear, parts, and accessories through 24MX, XLMOTO, and Sledstore platforms. Includes both external branded products and proprietary private label brands. Net revenue for 2025 was SEK 1,816 million with Q1 2026 at SEK 421 million.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

Pierce Group is a direct-to-consumer e-commerce retailer of motorcycle, motocross and snowmobile gear, spare parts, accessories and apparel, operating three store brands — 24MX, XLMOTO and Sledstore — that serve riders across approximately 40 European markets. The assortment combines third-party brands with an expanding portfolio of proprietary private-label brands (Raven, Proworks, A9 Racing Oils, Twenty, Course, Ride & Sons, Razorback Tires, Snell), distributed from a centralized warehouse in Szczecin, Poland via locally adapted storefronts with localized delivery and payment options.

Product overview

Pierce Group operates a multi-platform e-commerce architecture consisting of three primary store brands: 24MX (motocross and enduro), XLMOTO (on-road motorcycles), and Sledstore (snowmobiles). These platforms serve customers across approximately 40 European markets through locally adapted websites. The company complements its store brands with eight private label brands including Raven, Proworks, A9 Racing Oils, Twenty, Course, Ride & Sons, Razorback Tires, and Snell. The technology infrastructure includes a Customer Data Platform (CDP), Product Information Management (PIM) system, and a new e-commerce platform, all part of the Pierce 2.0 transformation program launched in Q3 2023. Operations are supported by a central warehouse in Szczecin, Poland, with additional offices in Stockholm, Åre, and Barcelona.

Differentiator

Problem solved

Functional benefit

Brands

• Raven: Private brand offering updated brand and new product categories as of June 2026.
• Proworks
• A9 Racing Oils
• Twenty
• Course
• Ride & Sons
• Razorback Tires
• Snell

Products and services

• 24MX Online store for motocross and enduro riders across approximately 40 European markets, offering gear, parts, accessories and apparel from external brands and Pierce private labels, with localized storefronts, delivery and payment options.
• XLMOTO Online store for on-road/street motorcycle riders across approximately 40 European markets, offering gear, parts, accessories and apparel from external brands and Pierce private labels, with localized storefronts, delivery and payment options.
• Sledstore Online store for snowmobile riders across approximately 40 European markets, offering gear, parts, accessories and apparel from external brands and Pierce private labels, with localized storefronts, delivery and payment options, particularly strong in Nordic markets.
• Raven (Private Brand) Pierce private-label brand of motorcycle gear, accessories and apparel, sold through 24MX, XLMOTO and Sledstore and on Amazon. Launched updated brand identity and expanded product categories in June 2026.
• Proworks (Private Brand) Pierce private-label brand of tools and workshop equipment for motorcycle maintenance and repair, sold through Pierce's online stores.
• A9 Racing Oils (Private Brand) Pierce private-label brand of high-performance racing oils and lubricants for motorcycles, sold through Pierce's online stores.
• Twenty (Private Brand) Pierce private-label brand offering a range of motorcycle accessories and gear, sold through Pierce's online stores.
• Course (Private Brand) Pierce private-label brand providing motorcycle components and accessories, sold through Pierce's online stores.
• Ride & Sons (Private Brand) Pierce private-label brand offering motorcycle lifestyle and riding apparel, sold through Pierce's online stores.
• Razorback Tires (Private Brand) Pierce private-label brand specializing in motorcycle tires for off-road and on-road use, sold through Pierce's online stores.
• Snell (Private Brand) Pierce private-label brand offering motorcycle helmets and safety gear, sold through Pierce's online stores.

Quantifiable outcome

• Revenue per white-collar FTE increased by 90% since Q3 2023
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Grant Thornton Sweden ABminorOthersRegistered accounting firm engaged as auditor for Pierce Group. Mia Rutenius appointed as auditor in charge.
• White & Case Advokat ABminorOthersLegal advisor to Pierce in connection with the 2022 rights issue.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Polo Motorrad: One of Europe's largest motorcycle gear retailers, German-founded with both store and e-commerce presence and broad multi-brand assortment. Comparable to Pierce as a major European multi-brand motorcycle gear retailer targeting the same rider base across apparel, helmets, and accessories.
• Louis Motorrad: Europe's largest motorcycle clothing and equipment chain headquartered in Germany, with extensive catalog of apparel, helmets, and accessories across price points. Direct competitor in European motorcycle gear retail with overlapping customer segment and assortment breadth.
• FC-Moto: German motorcycle gear retailer with a strong DTC e-commerce focus and deep multi-brand catalog. Closely comparable online-first model and target customer base to Pierce's 24MX and XLMOTO platforms.
• Hein Gericke: Long-established European motorcycle apparel and accessories retailer with German roots and broad assortment of gear and helmets. Comparable product category focus and customer overlap with Pierce's onroad segment.
• RevZilla: US-based DTC pure-play online motorcycle gear retailer, founded on a content-and-commerce model similar to Pierce's. Closely comparable e-commerce business model, customer base, and category focus, and now part of the BRP ecosystem.
• Sportsbikeshop: UK motorcycle gear retailer with strong e-commerce presence and broad multi-brand assortment. Comparable DTC model and product category overlap with Pierce's XLMOTO platform in the onroad segment.
• GetGeared: UK online motorcycle and scooter gear retailer focused on apparel, helmets, and accessories. Comparable DTC-first e-commerce model and target customer base in the onroad motorcycle segment.

Regional players

• Moto-Expert: Polish motorcycle gear retailer with multi-brand e-commerce offering. Regional peer with overlapping product assortment and direct geographical overlap with Pierce's Szczecin logistics hub in Central/Eastern Europe.

Broad incumbents

• BRP (Bombardier Recreational Products): Global powersports conglomerate behind Ski-Doo, Can-Am, and Lynx, and parent of RevZilla. Overlaps with Pierce via the snowmobile and onroad segments and represents both a major supplier relationship and a potential strategic consolidator of online gear retail.
• Amazon: Global marketplace where Pierce launched its own brands in 2026 and which competes broadly across motorcycle gear listings. Indirect competitor for end-customer demand and now an explicit distribution channel for Pierce's private label portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pierce Group