Finnish future for TranAm

Long-established UK bike apparel and accessories distributor TranAm, based at New Milton in Hampshire, has been acquired from the Lloyd family by Finland’s Duell – a dominant motorcycle aftermarket giant in the Nordic countries and an increasingly major player throughout Europe.

Duell has bought TranAm in its entirety for £11.9m. About 60% will be paid at the deal’s formal conclusion, and the balance due at the end of 2023. TranAm turnover was more than £10.7m in its fiscal year to 31 March 2022 and annual operating profit almost doubled to £2.1m. More than 90% of revenue came from motorcyclingrelated sales through more than 400 dealers in the UK and Ireland, plus minor contributions from ski, snowboarding and pet products.

Synergies from the acquisition are obvious, given TranAm founder Rick Lloyd’s extremely fruitful association with high-

Duell By Numbers

end European and Scandinavian apparel brands across several decades.

Current TranAm managing director Pete Lloyd will continue to lead the business. Commenting on the deal, he said: “As I’m sure you can imagine, it’s very exciting yet emotional news for us. We’re thrilled to join forces with Duell, a company that shares our passion for powersports and commitment to quality and service. This will enable us to offer customers more choice and value than ever before.”

BASED IN MUSTASAARI, FINLAND, AND ESTABLISHED IN 1983, Duell imports, manufactures and sells products through an extensive European distribution network covering more than 8500 dealers. Duell acquired the premium Swedish Halvarssons and Lindstrands apparel brands from Jofama in 2019.

Its product range includes approximately 150,000 items under at least 500 brands. These feature parts and accessories for motorcycling, cycling, ATVs/UTVs, mopeds and scooters, snowmobiling and boating.

Duell has logistics centres in Finland, Sweden, the Netherlands and France. In 2022 company revenue reached the euro equivalent of £110m, and it employed more than 200 staff. Duell has had a public share listing quoted on the NASDAQ First North Marketplace in Finland since November 2021.

Duell chief executive Jarkko Ämmälä sees the move as a win-win scenario. “We can significantly strengthen our market position in the UK,” he said. “TranAm provides us with fast access to the large UK market and a strong foothold to further grow our business. We can bring our own brands to a wide range of consumers in the UK through TranAm’s very successful motorcycle clothing distribution channels.”