Pierce Group, a Swedish e-commerce company selling gear, parts and accessories for motorcycle, motocross and snowmobile riders, has expanded into Luxembourg, Slovenia, Romania and Bulgaria, as it steps up its push across Europe and targets Luxembourg as an attractive market with strong purchasing power.

Göran Dahlin, chief executive, stated that the expansion formed part of the company’s strategy to broaden Pierce’s presence across Europe. In comments to Paperjam received on 23 March, he elaborated that Luxembourg represented “a highly attractive opportunity” because of its strong purchasing power and a consumer base that fitted well with the group’s category focus.

While Luxembourg is a smaller market, Dahlin argued that it matched Pierce’s ambition to become a leading player in focused markets. Over the next 12 to 24 months, the company plans to build a stronger local presence and progressively scale up its marketing efforts in the country in order to widen its reach, attract new customers and position itself as a leading destination in the segment.

Pierce stated that the wider rollout into Luxembourg, Slovenia, Romania and Bulgaria was supported by its logistics hub in Szczecin, Poland, which serves central and eastern Europe. The company added that the expansion was designed to build on existing operations in nearby markets while limiting additional cost.

Dahlin also noted that the new markets were expected to contribute modestly in the near term, while offering longer-term growth potential.

Pierce said its upgraded e-commerce platform had enabled local market adaptation through country-specific storefronts, delivery options and payment methods.

The Stockholm-based company owns brands including Raven and Proworks and is listed on Nasdaq Stockholm.