We are often asked what is the secret of our success story, and the answer is same than in the beginning: to supply the best possible products, at a competitive price in the shortest possible time.

CEO greetings

Founded in 1983 as a family-driven company in Mustasaari, a little town on the West Coast of Finland, Duell has passed a unique 40 years journey. The small distribution company has grown over years to the leading company in the Nordic countries and grows in many European countries. Our dealer network cover over 8,500 dealers, and offering one the largest product and brand portfolios with 500 brands and 150,00 items in the categories of motorcycle, bicycle, ATV, snowmobile and marine spare parts and accessories. Our own brands represent 20 percent of total sales. The net sales is 124 million we have more than 200 employees. Duell is listed in the Nasdaq Helsinki First North Growth Market.

We have three key strategic objectives: geographical market expansion, to be the partner for supporting online sales, and further developing our brand portfolio. Our aim is to achieve significant growth organically and through acquisitions. Our objective is to become the best partner for dealers and brand owners by providing broad offering of leading brands, local market knowledge and insight with timely deliveries throughout Europe, and to strengthen our leading market position in the Nordics. We continue to execute the growth strategy despite uncertain market conditions. It will potentially include acquisitions.

All our European-wide activities are characterised by our commitment to the central spirit of “Think global, act local”. We understand that each market and each country have its own habits and commons. We respect the differentiation when it comes to languages and cultural differences. We create country by country powerful teams who have an unrivalled knowledge and passion for the powersports industry. They are real professionals. From customer support, sales, marketing, and other vital divisions of our company, they all have only one goal: serve our dealers in the fastest and best possible way!

We are a distributor at heart, and we continue to look for a sustainable business in all senses and become a trustworthy, reliable partner and supplier for our customers, no matter if it is a local shop or a multichannel E-commerce business.


Jarkko Ämmälä, CEO
Duell Corporation