In the shadow of the previously reported takeover of an e-commerce platform, Pierce has been quietly working on a massive technology investment. According to the company's CEO, Göran Dahlin, they have been building a "differentiated AI foundation" since 2023. Unlike many e-commerce companies that settle for implementing individual AI tools, Pierce states that they made an early investment in "orchestration of multiple agents."
Today, AI technology is deeply integrated into all of the company's core business processes. This includes automation around product information (PIM), content creation, website translation, and customer service. According to Göran Dahlin, this lead means that Pierce is positioning itself ahead of most of its competitors as AI technology matures.
Scrapping Own Brands in Major Clear-Out
While the AI engines are revving up, the e-commerce player is also thoroughly cleaning house when it comes to its own assortment (private label). Pierce has until now held a broad portfolio of eight own product brands and three store brands. Now, they are applying the brakes to consolidate the range and redirect their investments.
Going forward, the focus will exclusively be on three core brands: Raven, ProWorks, and Course. The decision means that several other brands will now be merged or completely discontinued. This clear-out is so noticeable that it leads to accelerated depreciation totaling 16 million Swedish krona by the second quarter of 2026.
Ready to Initiate Acquisition Hunt
The strategic streamlining has already yielded clear results on the bottom line. Since the "Pierce 2.0" improvement program began, the number of salaried employees in the company has decreased by approximately 38 percent, while sales per employee (FTE) have skyrocketed by 84 percent.
And more profitability is expected. When the new IT systems are fully operational – planned for the first half of 2026 – the company estimates that operating profit (EBIT) will improve by another 30 to 40 million Swedish krona per year as transformation costs and depreciation decrease.
With a streamlined organization and a modernized, AI-driven platform, Pierce is now ready to take on a more aggressive role in the market. The European market for motorcycle equipment is fragmented and "ripe for consolidation," the company states. Several of the competitors are controlled by financial owners, and the question is not if, but when consolidation will be driven. With its new scalable platform, Pierce believes it is very well positioned to take an active role when this opportunity materializes.