The sale of Premier Bikes

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Hilton Smythe secures transaction of Premier Bikes into the hands of Merino Capital

The dealership has been acquired by London-based private investment company, Merino Capital.

Hilton Smythe is pleased to announce the sale of Premier Bikes, Oxfordshire’s largest new and used motorcycle dealer.

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

In addition to a brick-and-mortar store, it also has a well-established ecommerce platform, serving thousands of customers across the UK. 

The dealership was established in 1997, and has expanded to include a showroom, office space, a workshop and a café. 

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.

Premier Bikes first instructed Hilton Smythe in June 2022, with a first offer and sale agreed in record-time in less than 3 months, between August and September of the same year.

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, Senior Deal Executive at Hilton Smythe, 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 Trumph, 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.”

The sale of Premier Bikes
The sale of Premier Bikes

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