E-commerce and Digital Media


May 2014


Procuritas, a mid-market Scandinavian private equity house founded in 1986. Procuritas currently manages three funds with a total capital € 600 million. Procuritas has done 34 buyouts with a combined consideration of SEK 12 billion.


Pierce AB is an online retailer based in Sweden which sells gear, spare parts and accessories for motocross customers on the web platform 24MX. The company also operates the web platforms XLmoto for on-road motorcycles and Sledstore for snowmobiles, both launched in 2013. Pierce currently provides local webpages, home delivery and local payment methods in 10 European countries.


Pierce was previously owned by its three co-founders. Two of the three founders will continue as senior managers and remain substantial shareholders alongside Procuritas.


An exclusive negotiated transaction.