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Oxfordshire's Premier Bikes acquired by Merino Capital

The Business Magazine article image for: Oxfordshire's Premier Bikes acquired by Merino Capital
Credit: Recognition PR
3 July 2023
Credit: Recognition PR

Oxfordshire-based new and used motorcycle dealer Premier Bikes has been acquired by private investment company Merino Capital.

The deal was organised by Hilton Smythe Business Advisers. The business advisory firm both identified potential purchasers for Premier Bikes and advised the vendor on the transaction with Marino Capital.

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.

Established in 1997, the dealership 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.

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

Senior deal executive at Hilton Smythe Business Advisors Jacob Lord 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.”

Read more - Southampton property firm CLC Group acquired by private equity firm


Tom Kilkelly started working as a freelance journalist for The Business Magazine following his graduation from UCL in 2022.

During his studies Tom became very interested in the works of Irish authors including Samuel Beckett and Flann O'Brien (Brian O'Nolan).

His current role as a freelance business reporter is his first exposure to the world of business journalism. Working at TBM has given Tom the chance to really get to grips with the goings-on in the business hive that is the South East.

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