Pierce Group AB (publ) PIERCE.ST · SEK
Consumer Discretionary · Nasdaq Stockholm · 🇸🇪 Sweden
9.03
+0.56%
Close of 9 Nov 2026, in SEK
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About Pierce Group AB (publ)
Its shares trade on Nasdaq Stockholm under the ticker PIERCE.ST. It has been listed since 26 March 2021. In the fiscal year to 31 December 2025, it reported revenue of SEK 1.82bn and net income of SEK 29.0m. At that date it held total assets of SEK 1.13bn and shareholders' equity of SEK 663.0m.
Pierce Group AB is an e-commerce company selling motorcycle and snowmobile gear, parts, accessories and streetwear. The company is headquartered in Hagersten, Stockholm. The company went IPO on 2021-03-26. Pierce has two major segments targeting two different customer groups, Offroad sales to motocross and endure riders, and Onroad sales to riders on paved roads and tracks. Pierce also has a smaller segment, Other, which primarily focuses on sales to snowmobile riders. The headquarter is located in Stockholm, Sweden, the central warehouse is located in Szczecin, Poland, and the major portion of the customer support service is located in Barcelona, Spain.
Figures and description from our data supplier, not checked against the company's own report.
Company facts
- Sector
- Consumer Discretionary
- Industry
- Specialty Retail
- Listed since
- 26 Mar 2021
- Employees
- 398
- Website
- piercegroup.com ↗
Leadership
Pay as last reported
- Mr. Henrik TheilbjoernIndependent Chairman of the BoardSEK 900,000
- Mr. Goran DahlinChief Executive OfficerSEK 6.0m
- Mr. Fredrik IdestroemChief Financial Officer, since 2023
- Mr. Daniel BikChief Commercial Officer
- Ms. Emilija FrewHead of Tech
- Ms. Marta GarciaHead of Customer Care
- Mr. Mariusz MastelaHead of Fulfilment
- Mr. Max CarlsenDirector
- Mr. Johannes GadsboellDirector
- Mr. Roger SandbergDirector
- Mr. Niklas JarlIndependent DirectorSEK 100,000
- Ms. Lottie SaksIndependent DirectorSEK 400,000
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 0
- Environment
- 0
- Social
- 0
- Governance
- 0
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Pierce Group AB employs 398 full-time employees in its e-commerce operations.
- Pierce has two major segments: Offroad and Onroad targeting different rider groups.
- Pierce's central warehouse is located in Szczecin, Poland, supporting efficient logistics.
Weaknesses
- Pierce's headquarters is in Hagersten, Sweden, a small city with limited market access.
- Pierce's customer support is primarily based in Barcelona, Spain, increasing operational complexity.
- Pierce's Other segment focuses on snowmobile riders, a smaller market segment.
Opportunities
- Pierce can expand its Onroad segment to include more paved road riders in Sweden.
- Pierce can leverage its Offroad segment to target motocross enthusiasts in Germany.
- Pierce can grow its Other segment by increasing snowmobile sales in Poland.
Threats
- Pierce faces competition from established e-commerce platforms in the motorcycle gear market.
- Pierce's reliance on Barcelona for customer support may lead to communication challenges with European customers.
- Pierce's small Other segment could be vulnerable to market fluctuations in snowmobile sales.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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