The investment builds on a previous expansion to four new European markets carried out in March 2026. According to Pierce Group, the expansion is in line with the company's strategy to use its upgraded e-commerce platform and logistics infrastructure to increase geographical presence in a cost-effective manner.
The expansion to an additional nine markets demonstrates the scalability of our platform and business model. Following the successful launch earlier this year, we continue to implement our strategy to strengthen Pierce's presence in Europe, reach new riders and make our own brands and unique assortment available to even more customers, says Göran Dahlin, CEO of Pierce Group.
Infrastructure and Localization
Through its existing online stores 24MX, XLMOTO and Sledstore, Pierce Group will now offer local language as well as local payment and delivery options in the new markets. The company states that this is being done to facilitate the shopping experience and increase the conversion rate.
The establishment is supported by the company's central warehouse in Szczecin, Poland. This logistical solution is said to enable distribution with limited incremental cost and risk. The new markets included in the expansion are: Cyprus, Estonia, Greece, Croatia, Latvia, Lithuania, Portugal, Slovakia and Hungary.
Follows Integration with Amazon
The geographical expansion follows closely on another strategic channel broadening. In May 2026 Pierce Group announced that they had launched their own brands, Raven and Proworks, on Amazon's marketplace. This investment was made with the aim of reaching new customer groups and shortening delivery times by utilizing the network giant's third-party logistics.
With the new direct launches, the company wants to secure long-term growth opportunities in markets where the presence has previously been more limited.
Our ambition is to make Pierce's offering available to riders across Europe. With our scalable technology platform, efficient logistics infrastructure and strong own brands, we are well positioned to continue expanding to new markets. The launches are another step in the implementation of our long-term growth strategy and also contribute to a more locally adapted shopping experience for riders in each market, says Göran Dahlin.
Pierce Group has its headquarters in Stockholm and is listed on Nasdaq Stockholm. Through its platforms, the company reaches over 40 markets with equipment, parts and accessories for motorcycles, motocross and snowmobiles.