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~ Intershop ~

PIERCE:

PETROLHEADS

WITH RUNNING

ENGINES

Text: Nico Hoeijmans // Photos: PIERCE

The online motor industry is all fuelled up. The total value of the European market for
motorcycle spare parts, accessories, gear and streetwear is nine billion euros. It is a market
that covers everyone, from passionate motocross enthusiasts to commuting on-road riders
who are looking for a wide range of products to meet their riding needs. Someone who knows

all about this is Willem Vos, Chief Operations Officer at PIERCE. We spoke to him about
the success of PIERCE, the importance of a scalable business model, customer experience
and data in a niche market like this.

os joined Swedish motorcycle business enthusiasts (off-road). In 2013, a second shop – XLmoto –
PIERCE roughly two and a half years opened, focusing on a broad range of products for regular
Vago. Previously, he was responsible for the motorcycle riders (on-road). With the addition of Sledstore,
e-commerce platform at office supplier Staples, the which targets snowmobile fanatics, and an assortment of
then third largest e-tailer in the world. Attracted over 200.000 products, PIERCE has become the European
by the scale-up’s niche, the engaged customer base online leader in this space.
and its passionate team, he made the switch to this
fast-growing business. And this business has one Organic growth and cross-border expansion
important similarity to many tech-business success PIERCE’s growth story follows a typical cross-border
stories: it all started in a garage. approach, where a business is founded, stabilised, enlarged
and expanded. After the company established itself in the
The lack of decent suppliers and the endless hunt for Swedish market, the focus shifted to further geographical
specific spare parts was the trigger for the founders of expansion. These days, PIERCE has stores in seventeen
PIERCE to start their business. They launched their first European markets.
store in 2005 and four years later, long after the garage
was replaced by a real office, they launched 24MX. This Vos highlights the reason for success in these markets:
online store focused on selling spare parts to motocross “Our unique product offering, private label portfolio and

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