Investors

Business model

Duell is a leading importer and wholesaler specializing in the powersports market. We import, manufacture, and distribute our products through an extensive European network, serving over 8,500 retailers. The assortment covers spare parts and accessories for Motorcycling, Bicycling, ATVs/UTVs, Snowmobiling, Marine and Garden/Forest categories. We hold established market leadership in the Nordics and Baltics, complemented by a rapidly growing presence in Central Europe.

One-stop shop

Our business model strategically bridges brand owners and retailers by specializing in the marketing, sales, and distribution of products from our curated brand portfolio. We streamline the acquisition of goods from brand owners and ensure their efficient delivery to retailers for ultimate sale to end consumers.

Retailers prioritize prompt delivery, making it a key purchasing criterion. Duell addresses this with strategically located warehouses that ensure efficient distribution across all European markets. Our advanced operational technologies, including a sophisticated warehouse management system, enable agile logistics—a crucial capability for serving e-commerce businesses.

These strengths, combined with robust storage capabilities and extensive product data management, underpin our broad distribution and wholesale operations. This comprehensive infrastructure also guarantees the simultaneous availability of products from multiple brands, offering retailers a convenient one-stop-shop solution.

Extensive product and brand selection

Retailers benefit from Duell's extensive selection of over 500 brands, which features some 20 proprietary brands. These company-owned brands enhance our overall offering: their design and functionality are developed in-house, but production is carried out by outsourced manufacturers. Sales of our product range are divided between third-party brands (80%) and our own brands (20%).

Our product range:

1. Motorcycling
2. Bicycling
3. Snowmobiling
4. ATV/UTV vehicles
5. Marine products
6. Garden / Forest

Our product portfolio covers a comprehensive range of technical and spare parts, alongside personal accessories like apparel and riding gear, all distributed through an extensive reseller network across various European markets. Aligned with our growth strategy, we are also actively exploring the acquisition of proprietary brands, which would secure direct ownership of their intellectual property rights.

Sales of third party brands and own brand

Our customers

Our customer base consists of around 4,500 retailers in the Nordic countries and around 4,000 retailers in the Baltics, Central and Southern Europe, and the United Kingdom. Our customers include:

1. Brick-and-mortar stores, such as retailers, specialty stores, repair shops, and spare part stores
2. Online retailers
3. Powersports equipment manufacturers

We provide dual value: for brands, through a wide and efficient sales and distribution network that extends to smaller markets and customers; and for resellers, via a broad product offering with competitively fast and predictable availability.

E-commerce partnerships

We offer B2B e-commerce and system integrations that enable, among other things, automated processes and orders, real-time inventory checks, and direct deliveries. Our goal is to gradually transition to a single e-commerce platform across all operating countries; this transition will streamline operations, enhance customer experience, and provide comprehensive product information for our entire product range.

In line with broader market trends, online sales have steadily increased as a share of our total revenue. This growth is underpinned by a structural market shift where large European online retailers are strengthening their position relative to smaller local players, who typically have a narrower product range and weaker purchasing power.