Premier Bikes changes hands in buoyant market

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Oxfordshire’s largest motorcycle dealership changes hands in buoyant market

Premier Bikes, the largest new and used motorcycle dealer in Oxfordshire, has been acquired by private investment company, Merino Capital, in a transaction devised by Hilton Smythe Business Advisers, which will lead to future scale up of the business.

Premier Bikes changes hands in buoyant market

The retailer is a leading dealer for both Triumph and KTM, and stocks more than 300 new and used motorbikes, as well as components, accessories and merchandise.

In addition to a physical presence, it also has a well-established online store which serves thousands of customers across the UK. 

Premier Bikes changes hands in buoyant market

The dealership was established in 1997, and has expanded to include a showroom, office space, a workshop and a café, moving from Didcot to the A34 between Oxford and Abbington five years ago. 

Since its launch, it has won two prestigious motorcycle awards: the Triumph Sales Award in 2021, for best performing franchise and MCN’s Dealer of the Year in 2015.

Hilton Smythe identified a potential purchaser and advised the vendor on the transaction with Merino Capital.

The shareholders engaged Hilton Smythe in June 2022, with heads of terms agreed in September.

Following the completion in April 2023, the founders are exiting the business, which will continue to be run by its current, experienced staff, with support from the private investors.

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Jacob Lord

Jacob Lord, senior deal executive at Hilton Smythe Business Advisers, said: “The automotive sector is a growing industry, and the niche that Premier Bikes has carved itself, in the heartland of motor sport, makes it a fantastic investment opportunity.

“The showroom is a one-stop-shop for Triumph, KTM and general motorcycle fanatics alike, and with a café on the premises, it’s become a destination for bikers, rather than just a store. There is also ample opportunity to expand into new franchises or introduce new ranges. 

“We’re delighted to have negotiated a successful deal between Merino Capital and the previous owners, who are now moving on to a new career challenge.”

Mark Colley from Merino Capital said: “We are delighted to complete the acquisition of Premier Bikes and Triumph Oxford. 

“The business has built a strong reputation for excellent customer service, and we look forward to working with the team to continue to grow and develop the business over the coming years.”

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