News. 26/03/21

Procuritas announces successful Pierce Initial Public Offering on Nasdaq Stockholm


26 March 2021: PCI V Advisor AB, advisor to Procuritas Capital Investors V (“Procuritas”), announces the successful initial public offering of the shares of Pierce Group AB (publ) (“Pierce” or the “Company”), a leading and fast-growing European e-commerce company selling gear, spare parts, accessories and streetwear for motorcycles and snowmobiles, on Nasdaq Stockholm (the “IPO”).

The IPO attracted very strong investor interest and commenced trading on Nasdaq Stockholm today. The price in the IPO was set at SEK 64 per share, corresponding to a market capitalisation of Pierce of approximately SEK 2,540 million. The total offering amounted to approximately SEK 1,203 million (approximately €120 million), of which SEK350 million (approximately €35 million) was from issuing new shares.

Procuritas teamed up with the Pierce founders in 2014, attracted by its strong niche and leading market position in the Nordics, with great potential for expansion across Europe. It has worked closely with the Pierce management team to professionalize it and drive growth by:

  • Appointing a new management team (taking over from the founders, that remain shareholders) and building a strong organisation
  • Entering new markets and adjacent segments
  • Building a fantastic assortment
  • Developing Pierce’s own distribution capability
  • Investing in new e-commerce and CRM systems
  • Moving customer support operations to Barcelona

Mattias Feiff, Co-Managing Partner at PCI V Advisor AB, advisor to Procuritas Capital Investors V and board member of Pierce, comments:

“It has been a fantastic transformative growth journey with Pierce since Procuritas invested in the company in 2014. We would like to draw all attention to the team that has made this possible. The entrepreneurs Daniel Petersen and Stefan Rönn who started a great company in 2008 and later Henrik Zadig and the rest of the management team, the board and all Pierce’s hard working employees that have helped us build a market leader in Europe. We are proud to welcome new shareholders to Pierce and look forward to maintaining a significant shareholding in the company.”

“At Procuritas, we have a passion for business and partnering with entrepreneurs to support and accelerate the growth of niche, market-leading companies to fulfil their true business potential. Pierce is a fine example of this and one of Procuritas’s most successful investments.”

Henrik Zadig, CEO of Pierce, added: “These are exciting times for the company, and I am immensely proud of what Pierce, working in partnership with Procuritas, has achieved. As enthusiastic owners of the business, Procuritas has been pivotal in supporting and investing in our growth. We believe that we are still in the beginning of the journey with Pierce and that we have only scratched the surface of the potential that exists in our business model and within our niche. Our organisation and customer offering are stronger than ever, and we have a number of exciting activities ongoing with the purpose of further improving and strengthening our already leading position. Now, we look forward to the next step in our journey in a listed environment, with the goal of continue to deliver profitable growth”.

Full details of the Offering are available at

For further information, please contact:

Mattias Feiff
+46 8 506 143 00

Media – Kepler Communications
Charlotte Balbirnie
+44 7989 528421

Caroline Villiers
+44 7808 585184

About Procuritas
Procuritas is a private equity investor, focused on investing in and growing Nordic mid-market companies. With a passion for business, hands-on experience and more than thirty-year record from a large variety of transactions, we have supported more than 45 companies in accelerating their growth and realizing their true business potential. As owners, we are characterized by our enthusiasm, commitment, and strong belief that we are allies in the quest to build strong and sustainable businesses. Read more at

About Pierce
Pierce is a leading and fast-growing e-commerce company selling gear, spare parts, accessories and streetwear to riders across all of 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. Pierce also has a smaller segment, Other, which primarily focuses on sales to snowmobile riders. 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 major portion of the customer support service is located in Barcelona, Spain. The Company has approximately 400 employees.

Important information
This announcement is not an offer to sell or a solicitation of any offer to buy any securities of the Company. The information contained in this announcement is for background purposes only and does not purport to be full or complete. No reliance may be placed by any person for any purpose on the information contained in this announcement or its accuracy, fairness or completeness. Copies of this announcement are not being made and may not be distributed or sent into the United States, Australia, Canada, Hong Kong, Japan, New Zealand, Switzerland, Singapore, South Africa or any other jurisdiction in which such distribution would be unlawful or would require registration or other measures.

This announcement is not a prospectus for the purposes of Regulation (EU) 2017/1129 of the European Parliament and of the Council of 14 June 2017 on the prospectus to be published when securities are offered to the public or admitted to trading on a regulated market, and repealing Directive 2003/71/EC (together with any related implementing and delegated regulations, the “Prospectus Regulation”). The Company has published a Swedish prospectus prepared pursuant to the Prospectus Regulation. The Swedish prospectus has been approved and registered by the Swedish Financial Supervisory Authority. Investors should not invest in any securities referred to in this announcement except on the basis of information contained in the aforementioned prospectus.

The securities referred to in this announcement have not been and will not be registered under the U.S. Securities Act of 1933, as amended (the “Securities Act”), and accordingly may not be offered or sold in the United States absent registration or an exemption from the registration requirements of the Securities Act and in accordance with applicable U.S. state securities laws.

Copies of this announcement are not being, and should not be, distributed in or sent into the United States. The securities described herein have also not been and will not be registered under the applicable securities laws of Australia, Canada, Hong Kong, Japan, New Zealand, Switzerland, Singapore, South Africa and, subject to certain exemptions, may not be offered or sold in or into or for the account or benefit of any person having a registered address in, or located or resident in Australia, Canada, Hong Kong, Japan, New Zealand, Switzerland, Singapore, South Africa. There will be no offering of the securities described herein in Australia, Canada, Hong Kong, Japan, New Zealand, Switzerland, Singapore, or South Africa.

In any Member State of the European Economic Area (the “EEA”), other than Sweden, this communication is only addressed to and is only directed at qualified investors in that Member State within the meaning of the Prospectus Regulation, i.e., only to investors who can receive the offer without an approved prospectus in such EEA Member State.

In the United Kingdom, this announcement is for distribution only to and is directed only at persons who (i) have professional experience in matters relating to investments which fall within Article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (as amended, the “Order”), (ii) are persons falling within Article 49(2)(a) to (d) (“high net worth companies, unincorporated associations etc”) of the Financial Promotion Order, (iii) are outside the United Kingdom, or (iv) are persons to whom an invitation or inducement to engage in investment activity (within the meaning of section 21 of the Financial Services and Markets Act 2000) in connection with the issue or sale of any securities may otherwise lawfully be communicated or caused to be communicated (all such persons together being referred to as “relevant persons”). This announcement is directed only at relevant persons and must not be acted on or relied on by persons who are not relevant persons. Any investment or investment activity to which this announcement relates is available only to relevant persons and will be engaged in only with relevant persons.

Matters discussed in this announcement may constitute forward-looking statements. Forward-looking statements are statements that are not historical facts and may be identified by words such as “believe”, “expect”, “anticipate”, “intends”, “estimate”, “will, “may”, “continue”, “should”, and similar expressions. The forward-looking statements in this release are based upon various assumptions, many of which are based, in turn, upon further assumptions. Although Procuritas believes that these assumptions were reasonable when made, these assumptions are inherently subject to significant known and unknown risks, uncertainties, contingencies and other important factors which are difficult or impossible to predict and are beyond its control. Such risks, uncertainties, contingencies and other important factors could cause actual events to differ materially from the expectations expressed or implied in this release by such forward-looking statements. The information, opinions and forward-looking statements contained in this announcement speak only as at its date and are subject to change without notice. Procuritas does not undertake any obligation to review, update, confirm or release publicly any revisions to any forward-looking statements to reflect events that occur or circumstances that arise in relation to the content of this communication.

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