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With a local presence in 17 European markets, a massive growth
and a team of business oriented petrolheads, Pierce has become one
of the most successful Swedish E-commerce companies of all time.


It is said that many successful businesses have started in the garage, so it feels good that this was exactly how it all started for us. The endless hunt for motorcycle spare parts and lack of good suppliers sparked the idea of stocking and selling motorcycle parts online and offering a fast and reliable service. The first online store that we launched was back in 2005, that only contained parts for pitbikes. Within only a few months we grew out from the garage and in January 2009 we started Pierce AB and launched 24MX, where we started to sell spare parts and equipment for the motocross world. Sales grew in a way that we never could have imagined.

At the beginning of 2009 we were only a team of 4, today we are more than 380, committed in giving our customers a huge range of products and an extraordinary level of service .

When we launched XLmoto in 2013 it was with the vision of giving everyone who loves motorcycles to come online and get a look at our huge range of products, with  fast and reliable deliveries. Our latest launch Sledstore is a Mecca for the Nordic snowmobile fanatics.

Pierce has organically grown substantially by geographical expansion and now has a local presence in 17 European markets, always with black numbers at the last row.

The most important thing about our history is that the success is built with our customers. There are over 1 000 000 satisfied customers who have helped us to develop our product range, with  stocking more products and constantly improving our services. To that, A big thanks to all of you who gave us your trust. We promise that we will continue to improve the service we provide.


To become the most admired retailer within the motor 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.


To help petrolheads around the world to improve their rides, challenge their friends, and pursue their passion.

To achieve this, we:

  • Challenge the norm of how things get done and how our industry works.
  • Scan the globe for the best suppliers to offer the widest range of quality products and the strongest Bang For The Buck-deals.
  • Constantly improve the customer experience all the way from click to delivery.
  • Promote a culture where our employees can grow, develop, and feel proud to come to work.


WE LOVE OUR CUSTOMERS – Our customers are the whole reason for our existence. We admire them, seek to exceed their expectations, and surprise them all day. Every day.

WE DO IT WITH PASSION – Just like our fellow petrolheads, we use our passion and energy to win the race to become number 1 in our business as well as on the tracks.

WE DARE – We constantly strive to improve our business and make it simpler. We take risks and accept that not everything will work. Challenge, improve, repeat.

WE GET DIRTY TOGETHER – We work together and share the same goals in order to achieve greatness. We pep each other and know that WE are stronger than ME.

WE DRIVE RESULTS – We are committed to top notch performance in all aspects of our business. We take personal pride in making great results happen.

WE DO MORE WITH LESS – We do not waste money because controlling our costs means we can pass savings on to our customers who we live, act, and fight for.

WE DO THE RIGHT THING – We have integrity and set high standards for ourselves, our partners, and our suppliers.


The long-term goal of our current sustainability strategy is to play our part in enabling people to live their passion within planetary boundaries, an endeavour we title #SustainablePierce.

Download and read our Sustainability Report for 2019 here.