What PS of Sweden does

PS of Sweden AB is a privately held Swedish equestrian brand founded in 2011 by Karin Bjarle, who remains CEO. The company designs, sources, and sells anatomically engineered equestrian equipment — primarily saddle pads, bridles, ear bonnets, browbands, reins, and a growing range of rider apparel (riding tights, breeches, competition wear, outerwear, accessories). Its stated design differentiator is an anatomical-fit philosophy intended to improve horse comfort, with secondary emphasis on color variety and coordinated product collections. The firm sells direct-to-consumer globally through its own e-commerce storefront at psofsweden.com with localized regional sites (including a dedicated US storefront offering USD pricing, free shipping over $175, and duties-included fulfillment), and supplements this with a B2B wholesale channel via psofsweden.supply.io that actively recruits third-party retailers.

The commercial model is straightforward unit-pricing DTC plus wholesale; there is no subscription, SaaS, or licensing layer. The technology stack is commodity modern commerce tooling — Algolia for site search, Imgix for image delivery, Klaviyo for email marketing, Google Analytics and Microsoft Clarity for behavioral analytics, and standard payment processors — with no proprietary platform or AI/ML capability disclosed. Marketing is digital-first across Instagram, Facebook, TikTok, and Pinterest, supported by paid retargeting and a content-led editorial property ('The PS Standard'). A partnership with World Horse Welfare, to which 5% of bridle profits are donated, is embedded as a brand-identity pillar.

Operationally the firm is small (11-50 employees, Stockholm-registered, with operations rooted in Nyköping), privately held, and has taken one disclosed institutional round — approximately $5.75M from eEquity in August 2020. No subsequent funding, M&A, leadership change, or restructuring events are recorded. Revenue is not publicly disclosed; brand-level scale signals include 19,049 verified customer reviews at a 4.7/5 average and a summer-sale catalog of 198 discounted items across 20+ product categories.

Name

PS of Sweden

Legal name

PS of Sweden AB

Website

https://psofsweden.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

PS of Sweden is a privately held Swedish equestrian brand, founded in 2011, that designs and sells anatomically engineered saddle pads, bridles, and rider apparel through a global direct-to-consumer e-commerce storefront and a B2B wholesale platform serving independent equestrian retailers.

Ownership category

akta.pro rank

Headquarters

HQ city

Nyköping

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Retail: One-time product sales through the company's owned e-commerce storefront (psofsweden.com). Products include saddle pads, bridles, riding tights, breeches, ear bonnets, and accessories. Customers purchase individual items at set prices.
2. B2B Wholesale: Wholesale distribution to retailers through their B2B Webshop platform (psofsweden.supply.io). The company actively recruits retailers through their 'Become a retailer' program.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

PS of Sweden designs, produces, and sells anatomically engineered equestrian products — primarily saddle pads and bridles for horses, complemented by riding tights, breeches, competition apparel, ear bonnets, browbands, and rider accessories. Products are sold under a unified quality standard (The PS Standard) via the company's own e-commerce storefront and a dedicated B2B wholesale webshop for retailers.

Product overview

PS of Sweden is an equestrian equipment company founded in 2011, specializing in anatomically designed products for horses and riders. The company operates as a single-brand portfolio selling directly to consumers through its e-commerce platform. The core product lineup centers on Saddle Pads (dressage, jumper, and competition styles) and Bridles (offering various noseband configurations), complemented by a comprehensive range of horse accessories including ear bonnets, browbands, reins, leather goods, boots, halters, and rugs. The rider collection includes technical Riding Tights and Breeches (notably the Katja Compression line), Base Layers and Tops, Jackets and Vests, Competition Apparel, and Accessories such as gloves, bags, caps, socks, and jewelry. The products are unified under 'The PS Standard' emphasizing anatomical design, and the company supports World Horse Welfare through donations of 5% of bridle profits.

Differentiator

Problem solved

Functional benefit

Brands

• PS Standard: The company's quality standard for saddle pads and bridles, emphasizing anatomical design and high-quality materials.

Products and services

• Saddle Pads Anatomically designed saddle pads for horses, offered in dressage, jumper, and competition styles with special cushioning at the pommel, quick-drying moisture-wicking properties, and reduced dirt/sweat accumulation. Sized to fit horses with high withers.
• Bridles Anatomically designed bridles featuring multiple noseband styles (Mexican, Aachen, Bitless, Dropped, English, and without noseband) in jumper and dressage configurations.
• Riding Tights and Breeches

Quantifiable outcome

• 4.7/5 rating based on 19,049 reviews

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• World Horse WelfarecoreStrategic or Co-development PartnerPS of Sweden partners with World Horse Welfare, a leading horse welfare charity. The company donates 5% of bridle profits to support the organization's mission. This partnership is prominently featured on their website and represents a core component of their social responsibility strategy.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LeMieux: UK-based equestrian brand specializing in premium saddle pads, bridles, and horse accessories. LeMieux is one of the most direct competitors to PS of Sweden's core category (anatomical saddle pads, ear bonnets, and matching accessories) with similar DTC-first positioning and color-coordinated collections.
• Cavalleria Toscana: Italian luxury equestrian apparel brand offering premium rider wear (breeches, competition shirts, jackets) and horse gear. Direct overlap with PS of Sweden's rider apparel and premium equestrian positioning, particularly in competition wear.
• Samshield: French/Italian equestrian brand known for helmets and increasingly broader apparel and accessories. Competes with PS of Sweden in the premium equestrian lifestyle segment, sharing the same rider demographic in show jumping and dressage.
• Pikeur: German premium equestrian apparel brand with deep roots in competition riding. Pikeur's breeches, jackets, and rider wear compete directly with PS of Sweden's apparel lines, particularly in dressage and show jumping segments.
• Animo: Italian equestrian apparel brand offering premium rider wear and competition clothing. Direct overlap with PS of Sweden's Katja Compression tights/breeches and competition apparel lines, targeting the same competition-rider persona.
• Eskadron: German equestrian brand known for horse gear (boots, saddle pads, blankets) and rider accessories. Eskadron competes directly with PS of Sweden's horse accessories (boots, saddle pads) with similar premium styling and color-coordinated collections.
• Kentucky Horsewear: Belgian equestrian brand specializing in horse rugs, saddle pads, and accessories. Comparable to PS of Sweden in DTC go-to-market, premium positioning, and product category overlap in horse gear.
• Equiline: Italian equestrian brand producing saddles, bridles, saddle pads, and rider apparel. Direct overlap with PS of Sweden's anatomical bridle and saddle pad categories, particularly serving the dressage segment.
• B Vertigo: Premium equestrian apparel and accessories brand under the Bucas group. Overlaps with PS of Sweden in coordinated horse-rider collections, saddle pads, and competition apparel targeting amateur and professional riders.

Broad incumbents

• Horseware Ireland: Large, established Irish equestrian brand best known for horse rugs/blankets, with broader rider apparel. Larger scale and broader catalog than PS of Sweden, but overlaps directly in bridles, saddle pads, and rider apparel categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/psofsweden
• Instagraminstagram.com/psofsweden
• TikToktiktok.com/@psofsweden.com
• Xx.com/psofsweden
• LinkedInlinkedin.com/company/ps-of-sweden

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PS of Sweden