Pierce Bundle
Who owns Pierce Company?
Understanding the ownership structure of any company is crucial for grasping its strategic direction and operational control. For Pierce Group AB (publ), a significant shift in its shareholder base occurred in November 2024 when Procuritas Capital Investors sold its entire 25.1% stake. This transaction, valued at approximately SEK 137 million, marked a notable change in who holds influence over the European e-commerce leader in motorcycle and snowmobile gear.
Pierce Group AB (publ), established in 2008 and headquartered in Stockholm, Sweden, has built a strong presence in the European market through its online stores like 24MX and XLMOTO. The company's operational footprint extends to a central warehouse in Poland and customer care in Spain, underscoring its pan-European reach. As of July 2025, Pierce Group employs around 320 individuals and boasts a market capitalization of SEK 657.19 million, equivalent to roughly $70.6 million USD. The company's financial performance in 2024 showed resilience, with net revenue increasing by 6% to SEK 1,628 million, reflecting its established market position.
The ownership journey of Pierce Company is a dynamic narrative, evolving from its founding stages to its current status as a publicly traded entity. Tracing the lineage of its stakeholders reveals a complex interplay of early backers, institutional investors, and the public market. The recent divestment by Procuritas Capital Investors has certainly reshaped the landscape of Pierce Company stakeholders, potentially paving the way for new strategic partnerships or ownership concentrations. Examining the Pierce BCG Matrix can offer insights into the company's product portfolio and market share, which are often influenced by ownership strategies.
The distribution of voting power and the composition of the Board of Directors are key indicators of who truly controls Pierce Company operations. While the company is publicly traded, understanding the largest individual shareholders and institutional investors provides a clearer picture of the Pierce Company corporate structure. The history of Pierce Company acquisitions and its leadership team's involvement in ownership also contribute to the overall understanding of its governance. Identifying the current owner of Pierce Company and any potential Pierce Company parent company is essential for a comprehensive view of its market standing and future trajectory.
Who Founded Pierce?
The entity known as Pierce Group AB was established in 2009, with its initial operational base set up in Hagersten, Sweden. The founding of this company is attributed to Daniel Ted Thomas Petersen. At its inception, the company's core objective was to develop and lead an e-commerce platform specifically tailored for enthusiasts of motorcycles and snowmobiles.
While the precise equity distribution and initial shareholding percentages among the founders at the time of the company's establishment are not publicly disclosed, the foundational vision was clear. Information regarding any early investors, such as angel investors or friends and family who may have acquired stakes during this initial phase, is not readily available in public records. Similarly, specific early contractual agreements, like vesting schedules, buy-sell clauses, or details about founder exits, and how these might have influenced the early ownership structure, have not been made public.
There are no publicly accessible reports detailing any ownership disputes or buyouts that occurred during the company's early stages. This lack of public information is not uncommon for private companies before they undergo significant external investment rounds or pursue a public listing.
Founding Year
Pierce Group AB was founded in 2009.
Founder
The company was founded by Daniel Ted Thomas Petersen.
Initial Headquarters
The initial headquarters were established in Hagersten, Sweden.
Core Business Focus
The company's foundational vision was to create a leading e-commerce platform for motorcycle and snowmobile enthusiasts.
Early Equity Details
Specific details regarding initial equity splits or shareholding percentages are not publicly available.
Information on Early Investors
Public records do not explicitly detail notable early backers or angel investors.
Understanding Pierce Company Ownership
Understanding who owns Pierce Company involves looking at its foundational stages. The company's early structure and the specifics of its initial ownership are not widely publicized, which is typical for privately held businesses. The Mission, Vision & Core Values of Pierce likely guided its early development and ownership considerations.
- Founder: Daniel Ted Thomas Petersen
- Establishment Year: 2009
- Initial Focus: E-commerce for powersports enthusiasts
- Publicly Traded Status: Not publicly traded
- Early Ownership Data: Limited public disclosure
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How Has Pierce’s Ownership Changed Over Time?
The ownership structure of Pierce Company underwent a significant transformation with its Initial Public Offering (IPO) in March 2021, transitioning from a privately held entity to a publicly traded corporation. This move broadened the investor base and introduced new dynamics to its corporate governance and strategic direction. The evolution of Pierce Company ownership reflects a common path for growth-oriented businesses seeking capital and increased market visibility.
As of the close of 2024 and extending into 2025, Pierce Company's ownership is characterized by a blend of institutional investment firms and substantial individual shareholders. These stakeholders play a crucial role in shaping the company's trajectory, influencing its strategic decisions and overall market performance. Understanding these key Pierce Company stakeholders is vital for grasping the company's current operational framework and future outlook.
| Shareholder | Percentage of Ownership (as of Dec 31, 2024) | Number of Shares (as of Dec 31, 2024) |
|---|---|---|
| Verdane Capital | 29.5% | 23,415,360 |
| Siba Invest AB | 11.1% | |
| Fourth AP fund (Fjärde AP-fonden) | 6.0% | |
| Investment AB Garnen | 5.1% | |
| eQ Asset Management Oy | 4.2% |
Recent shifts in major shareholdings have notably impacted the Pierce Company corporate structure. On December 5, 2024, Procuritas Capital Investors divested its entire stake, valued at SEK 137 million. This significant transaction saw Siba Invest AB acquire a portion of these shares, thereby strengthening its position. Further adjustments occurred in May 2025 when Investment AB Garnen increased its holdings, becoming the third-largest owner. These changes in who owns Pierce Company directly influence the balance of power among its significant investors and can shape the company's strategic priorities, much like the dynamics seen in the Competitors Landscape of Pierce.
Key Ownership Developments
Pierce Company's ownership landscape has seen significant activity, particularly with the divestment by Procuritas Capital Investors and the subsequent increase in holdings by Siba Invest AB and Investment AB Garnen.
- Verdane Capital remains the largest shareholder with 29.5% as of December 31, 2024.
- Procuritas Capital Investors divested its 25.1% stake in December 2024.
- Siba Invest AB increased its ownership following Procuritas' divestment.
- Investment AB Garnen became the third-largest owner after increasing its stake in May 2025.
- These changes highlight the dynamic nature of Pierce Company stakeholders.
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Who Sits on Pierce’s Board?
The Board of Directors for Pierce Group AB, as of the Annual General Meeting on May 20, 2025, comprises a blend of returning and new members. Henrik Theilbjørn continues to serve as Chairman, alongside re-elected members Thomas Schwarz, Lottie Saks, and Niklas Jarl. The board has also welcomed Johannes Gadsbøll and Roger Sandberg as newly elected ordinary members. This composition reflects ongoing strategic adjustments within the company's leadership structure.
The voting power within Pierce Group AB operates on a standard one-share-one-vote principle, which is customary for publicly traded entities. There have been no public disclosures indicating the existence of dual-class shares or any special voting rights that would confer disproportionate control to specific individuals or groups. The Nomination Committee, responsible for proposing board candidates, saw a change in December 2024 with the appointment of Fabian Bengtsson of Siba Invest AB, following the departure of Shu Sheng, who represented Procuritas. While no recent proxy contests or activist campaigns have been reported, these shifts in significant shareholder representation on the Nomination Committee and the board suggest an evolving decision-making landscape, mirroring changes in ownership.
| Board Member | Role | Status |
| Henrik Theilbjørn | Chairman | Re-elected |
| Thomas Schwarz | Ordinary Member | Re-elected |
| Lottie Saks | Ordinary Member | Re-elected |
| Niklas Jarl | Ordinary Member | Re-elected |
| Johannes Gadsbøll | Ordinary Member | Newly Elected |
| Roger Sandberg | Ordinary Member | Newly Elected |
The structure of Pierce Group AB's board and the voting power distribution are key indicators of its corporate governance. The recent changes in board composition and the Nomination Committee reflect the dynamic nature of its stakeholder landscape. Understanding these elements is crucial for anyone looking into Pierce Company ownership and who owns Pierce Company.
Understanding Pierce Company's Governance
The governance of Pierce Group AB is shaped by its board of directors and the underlying voting power structure. These factors influence strategic decisions and the overall direction of the company.
- The board composition has seen recent updates, with new members joining and others departing.
- Voting power is generally based on a one-share-one-vote system.
- Changes in the Nomination Committee can signal shifts in shareholder influence.
- These elements are important for understanding Pierce Company stakeholders.
- For more on the company's evolution, refer to the Brief History of Pierce.
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What Recent Changes Have Shaped Pierce’s Ownership Landscape?
The ownership landscape of Pierce Group has undergone notable shifts in recent years, reflecting strategic adjustments and evolving investor interests. Over the past three to five years, significant changes have reshaped who owns Pierce Company. A pivotal moment was the complete divestment of Procuritas Capital Investors' 25.1% stake in November 2024. This move followed the company's initial public offering in March 2021 and resulted in a greater shareholding for existing investors such as Siba Invest AB. Furthermore, Investment AB Garnen expanded its holdings in May 2025, reinforcing its position as a key stakeholder. The company also conducted a private placement to issue common shares on April 30, 2025, indicating ongoing capital management without significant dilution to shareholders over the preceding year.
These ownership trends are complemented by key leadership appointments that can influence the company's strategic direction and market perception. Göran Dahlin assumed the role of CEO in June 2023, and Fredrik Kjellgren joined as CFO in May 2025. These changes are significant for understanding Pierce Company leadership and its impact on the company's trajectory. The company's financial performance also shows positive momentum, with a proposed no dividend distribution for the financial year 2024, signaling a commitment to reinvestment for growth. Pierce Group reported an adjusted operating profit (EBIT) of SEK 25 million for the full year 2024, a substantial improvement from SEK -69 million in the prior year. Net revenue saw a 6% increase, reaching SEK 1,628 million.
| Event | Date | Impact |
|---|---|---|
| Procuritas Capital Investors divestment | November 2024 | 25.1% stake sold, increased stakes for existing shareholders |
| Investment AB Garnen increases ownership | May 2025 | Solidified position among top shareholders |
| Private placement of common shares | April 30, 2025 | Ongoing capital adjustments |
| CEO appointment (Göran Dahlin) | June 2023 | Potential influence on strategic direction |
| CFO appointment (Fredrik Kjellgren) | May 2025 | Potential influence on financial strategy |
Industry dynamics, particularly within the fragmented e-commerce market for motorcycle and snowmobile gear, present opportunities for consolidation. Pierce Group views selective company acquisitions as a crucial long-term value driver. The company is actively implementing a 'Pierce 2.0' strategy, which prioritizes enhancing customer retention and loyalty. Understanding the Target Market of Pierce is integral to this strategy's success.
Ownership Changes
Procuritas Capital Investors exited its 25.1% stake in November 2024. Investment AB Garnen increased its ownership in May 2025. These shifts impact the Pierce Company stakeholders and who owns Pierce Company.
Financial Performance and Strategy
Pierce Group reported positive adjusted operating profit of SEK 25 million for 2024, up from SEK -69 million. Net revenue grew 6% to SEK 1,628 million. The 'Pierce 2.0' strategy focuses on customer retention.
Leadership Evolution
Key leadership changes include Göran Dahlin as CEO since June 2023 and Fredrik Kjellgren as CFO since May 2025. These appointments are crucial for Pierce Company management team ownership and strategic direction.
Market Position and Growth Drivers
The company sees potential for consolidation in the fragmented e-commerce market for powersports gear. Acquisitions are considered a long-term value driver. This aligns with understanding Pierce Company acquisition history and its corporate structure.
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- What is Brief History of Pierce Company?
- What is Competitive Landscape of Pierce Company?
- What is Growth Strategy and Future Prospects of Pierce Company?
- How Does Pierce Company Work?
- What is Sales and Marketing Strategy of Pierce Company?
- What are Mission Vision & Core Values of Pierce Company?
- What is Customer Demographics and Target Market of Pierce Company?
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