Most parts of the iconic motorcycle retail network sold to Joe Rascal Group and Motorcycle Holdings, securing jobs and ensuring the brands continue across Australia

KordaMentha have released a statement announcing that a large portion of Peter Stevens Motorcycles’ retail network has been acquired by new owners after the company went into administration in May. In what the administrators are calling a successful and competitive sale process, two major players have emerged to secure the future of the iconic brands: Joe Rascal Group and ASX-listed Motorcycle Holdings Ltd (ASX:MTO).

The deals will see the Peter Stevens and Harley Heaven brands continue in major metropolitan locations across Australia, safeguarding around 250 jobs and ensuring continuity for a loyal customer base that spans generations of riders.

Joe Rascal Group Accelerates into Premium Market with Harley and Ducati

The Joe Rascal Group, headed by James Tonna and Barry Fitzpatrick, will take ownership of four key Victorian dealerships. These include:

  • Harley Heaven Dandenong
  • Harley Heaven Ringwood
  • Harley Heaven Melbourne
  • Peter Stevens Ducati South Melbourne

This strategic acquisition sees Joe Rascal Group forge strong partnerships with global motorcycle powerhouses Harley-Davidson and Ducati.

“Joe Rascal Group is thrilled to be able to acquire these stores and partner with iconic brands Harley-Davidson and Ducati,” explained Mr. Tonna. “These stores have a strong reputation for quality and customer service, and we are excited to build on that foundation.”

Tonna further emphasized the group’s ambitions: “We look forward to integrating their expertise and offerings into our operations, and we are confident that this acquisition will drive significant growth and innovation for us in the years to come.”

Motorcycle Holdings Expands National Footprint

In a major move that significantly boosts its retail outlet portfolio, Motorcycle Holdings Ltd – owners of Motorcycle Accessories Supermarket (MCAS), TeamMoto and Cassons, will acquire seven stores across Australia including the online business to add to the 40-plus dealerships they already own. The sites are:

  • Peter Stevens Dandenong
  • Peter Stevens Adelaide
  • Savage Motorcycles Perth
  • Harley Heaven Sydney
  • Harley Heaven Penrith
  • Harley Heaven Perth
  • Harley Heaven Adelaide

Motorcycle Holdings CEO Matthew Wiesner announced that the newly acquired businesses will operate as a separate division under the leadership of COO Michael Poynton.

“We’re excited to integrate these sites into our group. Importantly, we will retain the Peter Stevens and Harley Heaven brand identities and place a strong focus on continuing their legacy of customer service and expert motorcycle retail,” Wiesner said.

“Our scale will provide benefits particularly in key operational areas such as purchasing and supplier relationships, as well as the corporate support that can help accelerate their growth.”

MotorCycle Holdings Ltd is an Australian-owned and operated company, founded in 1989 and headquartered in Brisbane, Queensland. As the largest motorcycle dealership group in the country, it plays a leading role in Australia’s motorcycle retail, accessories, servicing, finance, and insurance sectors. Listed on the Australian Securities Exchange (ASX) under the code MTO since 2016, the company operates a wide network of dealerships across multiple states, representing major motorcycle brands and catering to thousands of riders nationwide.

As per a letter sent to staff, MCH confirmed that more than 200 roles—spanning retail, e-commerce, and head office operations—will be preserved under the new structure. The transition will include a handover process, subject to motor dealership licensing approvals across multiple states, with a target completion date in mid-July.

Closure of Unsold Stores a Bitter Pill

Despite the successful sales, several stores will sadly not remain operational. The Administrators confirmed that no suitable offers were received for:

  • Peter Stevens Motorcycles Geelong
  • Peter Stevens Motorcycles Ringwood
  • Peter Stevens Motorcycles Blacktown
  • Harley Heaven Bankstown
  • Melbourne City Triumph

These locations will be closed, and the Administrators have committed to supporting affected employees through the transition process.

Craig Shepard of KordaMentha, the appointed administrator, remarked: “We are pleased to have found two highly credentialed purchasers in the Joe Rascal Group and Motorcycle Holdings Ltd. This outcome gives a future to the Peter Stevens and Harley Heaven brands and preserves employment for approximately 250 people.”

Looking Ahead: Stability and Growth for Iconic Aussie Motorcycle Brands

The acquisition of Peter Stevens by Motorcycle Holdings signals a shift toward greater consolidation in the Australian motorcycling industry. For most customers, this should mean stability, service continuity, and improved access to stock. However, it may also mean less local competition and fewer independently operated stores with a unique touch.

As the motorcycle retail sector continues evolving with the growing influence of e-commerce, electric motorcycles, and shifting rider demographics, these strategic acquisitions show that established brands still have a strong role to play. For staff, suppliers, and customers alike, the new ownership means Aussie riders can continue to rely on these iconic names for sales, servicing, and community into the future.