Pierce Group is a leading and fast-growing e-commerce company selling gear, spare parts, accessories and streetwear to over 1.1 Million active customers across Europe through the online stores 24MX, XLMOTO and Sledstore via some forty websites adapted to the local markets. Pierce has two major segments targeting two different customer groups, Offroad – sales to motocross and enduro riders, and Onroad – sales to riders on paved roads and tracks. With a large and unique product assortment, including a number of its own brands, an excellent customer experience and attractive prices, Pierce is changing the motorcycle enthusiast market in Europe.

The headquarter is located in Stockholm, Sweden, the central warehouse is located in Szczecin, Poland, and the customer support is located in Barcelona, Spain. During 2020 Pierce had around 400 employees and net revenues exceeding SEK 1.5bn (€150MM). Pierce also hosts a very active social media community with over 1.3 million followers.

During 2016-2020 Pierce was awarded a DI Gasell, given to Sweden's fastest growing companies. During 2020 we were nominated as one of the top 3 e-commerce companies in Sweden ('D-Award'). In 2020 Pierce also received the Sweden's Best Managed Companies recognition, sponsored by Deloitte in partnership with Nasdaq.

During the first quarter of 2021, Pierce concluded an IPO and listed its shares on Nasdaq Stockholm's main market.

We aspire to become the most admired retailer within the motorcycle industry and shape the way motor enthusiasts shop by offering a state-of-the-art online shopping experience built on passion, professionalism, and a good dose of rebellious spirit.

As we grow we always look for new talent to join our company. Riders and non-riders are welcome in one of our offices in Stockholm, Åre, Szceczin, and Barcelona.

E-Commerce

Pierce Group

Göran Dahlin

Emilija Frew

Fredrik Ideström

Davide Rinaldi

The Marketing and Branding team at Pierce Group is responsible for driving brand awareness and customer engagement across its diverse e-commerce platforms. This team develops and executes performance marketing strategies, manages customer relationship management (CRM) efforts, and oversees influencer collaborations to enhance the company’s online presence. By focusing on both brand storytelling and data-driven marketing initiatives, they aim to create a compelling shopping experience that resonates with motorcycle enthusiasts and strengthens Pierce Group's position as a leader in the motorcycle retail industry.

Marketing and Branding

The Leadership Team at Pierce Group is responsible for setting the strategic direction and vision of the company, ensuring alignment across all departments to achieve growth and operational excellence. This team, comprised of key executives including the CEO and Chief Product Officer, focuses on driving innovation, financial stability, and customer-centric solutions while cultivating a strong company culture that reflects Pierce Group's passion for the motorcycle industry. They lead initiatives to enhance the online shopping experience and reinforce Pierce Group's position as a top retailer in Europe.

Leadership Team

The Product and Quality Management team at Pierce Group is responsible for overseeing the development and performance of the company’s diverse product offerings. This team ensures that all gear, spare parts, and accessories meet high-quality standards and align with customer expectations across different markets. They collaborate closely with suppliers, monitor product performance, and enhance the overall customer experience, driving innovation and maintaining Pierce’s reputation as a leader in the motorcycle enthusiast market.

Product and Quality Management

The Technical Support and Development team at Pierce Group is responsible for ensuring the reliability and functionality of the company's e-commerce platforms. This team focuses on developing and maintaining software solutions, optimizing data systems, and providing technical support to enhance the overall user experience for motorcycle enthusiasts. By leveraging their expertise in software development and system architecture, they help drive innovation and efficiency across Pierce's diverse online marketplaces.

Pierce Group

Org chart

Teams

Marketing and Branding

Leadership Team

Product and Quality Management

Technical Support and Development

Offices

Pierce Group

Org chart

Teams

Marketing and Branding

Leadership Team

Product and Quality Management

Technical Support and Development

Offices

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