Pierce Group Chair Steps Up Share Buying as Insider Ownership Rises

Pierce Group AB ( (SE:PIERCE) ) just unveiled an update.

Pierce Group’s chairman of the board, Henrik Theilbjørn, has increased his ownership in the company by buying 25,000 shares via Emmads Invest at SEK 9.31 per share, bringing his total holding to 250,000 shares. He cited the company’s transformation under the Pierce 2.0 strategy, improved profitability, and stronger operational momentum as reasons for his continued confidence and gradual build‑up of his stake.

Theilbjørn’s transaction follows a broader pattern of insider buying at Pierce Group in recent months, with board members Johannes Gadsbøll and Lottie Saks, as well as a related party to CEO Göran Dahlin, also acquiring shares. The clustered purchases signal growing internal conviction in the company’s strategic direction and value creation prospects, which may be interpreted positively by investors monitoring governance alignment and long‑term commitment.

More about Pierce Group AB

Pierce Group AB is a leading European e‑commerce company focused on gear, parts, and accessories for motocross, motorcycle, and snowmobile enthusiasts. Through its 24MX, XLMOTO, and Sledstore platforms, the Stockholm‑headquartered, Nasdaq Stockholm‑listed group serves over 40 European markets with a broad assortment, including own brands such as Raven and Proworks.

Average Trading Volume: 427,360

Technical Sentiment Signal: Sell

Current Market Cap: SEK733M

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