# Pierce Group > Clarifo company profile — qualitative business description generated from > the company's filings. Financial statements, charts and ratios are > available on Clarifo (https://www.clarifo.com/en/companies/piercegroup). ## Overview 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. ## Products & services • Motorcycle gear and apparel • Motorcycle parts and accessories • Snowmobile gear and accessories • Proprietary brands • Locally adapted e-commerce platforms • Customer care services - **Offroad** (68%) — Products for motocross and enduro riders sold under 24MX. - **Onroad** (25%) — Products for road motorcycle riders sold under XLMOTO. - **Other** (7%) — Products for snowmobile riders, primarily in the Nordics. - Motorcycle gear and apparel - Motorcycle parts and accessories - Snowmobile gear and accessories - Proprietary brands - Locally adapted e-commerce platforms - Customer care services ## 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. - **Offroad Riders** (primary) — Motocross and enduro riders buying gear and parts for offroad use. - **Onroad Riders** (secondary) — Motorcycle riders purchasing apparel and accessories for road use. - **Snowmobile Riders** (emerging) — Snowmobile enthusiasts in the Nordics buying seasonal gear. - Motocross and enduro riders seeking specialized gear and parts - Road motorcycle riders looking for apparel and accessories - Snowmobile enthusiasts in the Nordics - Customers attracted by competitive pricing and convenience - Riders interested in proprietary brand offerings - Online shoppers across Europe ## Geography Pierce 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. - Headquartered in Stockholm, Sweden - Centralized warehouse in Szczecin, Poland - Customer care function in Barcelona, Spain - Operations primarily in Europe - Significant presence in the Nordics ## 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. - **Organic growth in European online market** (medium-term) — To outgrow competitors and capture market share - **Achieving adjusted EBIT margin of 5-8%** (medium-term) — To improve profitability and financial health - **Reinvesting free cash flows** (long-term) — To support continued development and strategic initiatives - Organic growth in the European online market for motorcycle gear - Achieving an adjusted EBIT margin of 5-8% - Maintaining net debt/EBITDA below 2.0x - Reinvesting free cash flows into business development - Focusing on long-term growth and profitability ## 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. - **Competition and market developments** [high] — Affects market share and pricing strategies - **Quality of goods from Asia** [medium] — Impacts customer satisfaction and returns - **IT-related risks** [medium] — Affects operational efficiency and customer experience - **Geopolitical tensions** [high] — Disrupts supply chains and increases costs - **Inflation and economic uncertainties** [high] — Affects consumer spending and demand - Competition and market developments in local markets - Quality of goods from Asian suppliers - IT-related risks and system dependencies - Geopolitical tensions affecting supply chains - Inflation impacting consumer behavior and demand - Volatility in freight prices and potential trade tariffs ## Accounting Pierce Group's financial statements are prepared in accordance with IFRS, with a focus on revenue recognition and seasonal variations. The company experiences significant seasonal fluctuations, with peak sales in the second quarter due to the motorcycle season. Accounting for performance-based share programs under IFRS 2 impacts personnel costs over the vesting period. Additionally, the company uses currency derivatives for hedging, which are valued at fair value through profit or loss. - **Seasonal fluctuations** — high - **Performance-based share programs** — medium - **Currency derivatives** — medium - Revenue recognition in accordance with IFRS - Significant seasonal fluctuations in sales - Performance-based share programs impacting personnel costs - Currency derivatives valued at fair value through profit/loss - Segment reporting revised to reflect integrated operations --- *Last updated: 2026-08-11T04:04:55.238958+00:00*