Pierce Group
Pierce Group is a European e-commerce company specializing in the sale of motorcycle and snowmobile gear, parts, and accessories. Headquartered in Stockholm, Sweden, the company operates through locally adapted websites under brands such as 24MX and XLMOTO. Pierce serves motocross, enduro, and road motorcycle riders, as well as snowmobile enthusiasts, with a wide range of products including several proprietary brands. The company is listed on the Nasdaq Stockholm Small Cap market.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueProducts for motocross and enduro riders sold under 24MX.
Products for road motorcycle riders sold under XLMOTO.
Products for snowmobile riders, primarily in the Nordics.
Customers
Pierce Group caters to a diverse range of customers across Europe, primarily focusing on motorcycle and snowmobile enthusiasts. The Offroad segment targets motocross and enduro riders who seek specialized gear and parts, while the Onroad segment serves motorcycle riders using high roads. The Other segment caters to snowmobile riders, with a focus on the Nordic region. Customers are attracted by Pierce's wide product range, competitive pricing, and the convenience of online shopping.
Motocross and enduro riders buying gear and parts for offroad use.
Motorcycle riders purchasing apparel and accessories for road use.
Snowmobile enthusiasts in the Nordics buying seasonal gear.
Strategy
Pierce Group's strategic priorities include organic growth in the European online market for motorcycle gear and achieving an adjusted EBIT margin of 5-8% in the medium to long term. The company aims to maintain a net debt/EBITDA ratio below 2.0x, allowing flexibility for strategic initiatives. Pierce plans to reinvest free cash flows into business development rather than distributing dividends, focusing on long-term growth and profitability.
To outgrow competitors and capture market share
To improve profitability and financial health
To support continued development and strategic initiatives
Geography
Q4/2025Pierce Group operates primarily in Europe, with a significant presence in the Nordics and other European countries. The company is headquartered in Stockholm, Sweden, and has a centralized warehouse in Szczecin, Poland, which supports its European operations. Additionally, Pierce maintains a customer care function in Barcelona, Spain. This geographic setup allows Pierce to efficiently serve its diverse customer base across the continent.
Share of the revenue the company reports by geography.
Risks
Pierce Group faces several operational risks, including competition, market developments, and dependency on key suppliers. The company is also exposed to risks related to the quality of goods from Asia and IT-related challenges. Geopolitical tensions and economic uncertainties, such as inflation and supply chain disruptions, further impact operations. These factors contribute to volatility in freight prices and potential trade tariffs, affecting margins and costs.
- Geopolitical tensionsImpact: HighLikelihood: High
Disrupts supply chains and increases costs
- Inflation and economic uncertaintiesImpact: HighLikelihood: High
Affects consumer spending and demand
- Competition and market developmentsImpact: HighLikelihood: Medium
Affects market share and pricing strategies
- Quality of goods from AsiaImpact: MediumLikelihood: Medium
Impacts customer satisfaction and returns
- IT-related risksImpact: MediumLikelihood: Medium
Affects operational efficiency and customer experience
Accounting
Judgemental itemsAffects quarterly revenue and cost comparability
Impact: high
Impacts personnel costs and equity
Impact: medium
Affects financial results through fair value adjustments
Impact: medium
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Last updated: 24/09/2026