SmartPak Equine
SmartEquine (formerly SmartPak Equine) is a U.S. direct-to-consumer e-commerce platform selling equine supplements, tack, apparel, and wellness products to horse owners and equestrian professionals, built around its proprietary pre-portioned SmartPaks daily dosing system and Autoship subscription model.
- Company typePrivate
- Founded2000
- HeadquartersPlymouth, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What SmartPak Equine does
SmartPak Equine, operating as SmartEquine since its July 2025 rebrand, is a U.S. direct-to-consumer e-commerce platform specializing in equine health and wellness products, headquartered in Plymouth, Massachusetts. Founded around 1999-2000, the company serves individual horse owners and equestrian professionals (trainers, barn managers) with a multi-category catalog spanning supplements, tack, apparel, blankets, healthcare products, barn supplies, and fly control. Its core product is the proprietary SmartPaks system, which pre-portions and packages customized daily supplement doses for individual horses, eliminating measurement guesswork and supporting adherence. The platform layers on the ColiCare program (offering up to $15,000 in colic surgery reimbursement for eligible supplement subscribers), a SmartPerks loyalty discount tied to the Autoship subscription program, and an interactive Supplement Wizard for personalized product recommendations.
The business operates exclusively through its own e-commerce storefront with no physical retail or third-party marketplace presence, monetizing via one-time purchases and a subscription recurring-revenue model on a 3-4 week delivery cadence. Product revenue is generated across proprietary sub-brands (SmartSupplements, SmartTherapy LED/recovery devices, SmartCanine dog food and supplements, SmartNaturals, SmartBug-Off) and third-party equestrian brands. The company is led by CEO John Barry and is wholly owned by Chewy, Inc. (NYSE: CHWY) following Chewy's Q1 fiscal 2026 acquisition of SmartEquine from Covetrus Inc. The company's competitive positioning rests on 25 years of brand heritage, clinical-trial-backed product efficacy, the unique SmartPaks packaging format, and the ColiCare financial protection program.
SmartPak Equine firmographics
Firmographics- Name
- SmartPak Equine
- Legal name
- SmartPak Equine, LLC
- Website
- https://smartpakequine.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SmartEquine (formerly SmartPak Equine) is a U.S. direct-to-consumer e-commerce platform selling equine supplements, tack, apparel, and wellness products to horse owners and equestrian professionals, built around its proprietary pre-portioned SmartPaks daily dosing system and Autoship subscription model.
- Ownership category
- akta.pro rank
SmartPak Equine industry classification
Industry- Product category
- Equine Health and Equestrian E-commerce
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)
- akta.pro secondary industries
- Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)
Keywords
Where SmartPak Equine is headquartered
LocationHeadquarters
- HQ city
- Plymouth
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SmartPak Equine business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct-to-consumer online retail of equine supplements, tack, apparel, and horse care products through the SmartEquine website. Revenue generated from one-time purchases and subscription AutoShip orders.
- Autoship Subscription Program: Recurring subscription model where customers auto-ship supplements at regular intervals (every 3-4 weeks). Autoship orders generate recurring revenue and qualify customers for SmartPerks benefits including 10% discounts on brand products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard one-time purchase pricing across all product categories |
| Subscription | Monthly | Autoship subscription discount program |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
SmartPak Equine product offering
Product offeringCore offering
SmartEquine sells customized pre-portioned daily supplement packs (SmartPaks) for horses, alongside proprietary supplement brands (SmartSupplements, SmartTherapy, SmartNaturals, SmartBug-Off) and a broad catalog of equestrian tack, apparel, blankets, and horse care products through its direct-to-consumer e-commerce platform. Customers can buy one-time or enroll in the AutoShip subscription program, which unlocks SmartPerks loyalty discounts. The ColiCare program attaches up to $15,000 of colic surgery reimbursement to eligible supplement purchases.
Product overview
SmartPak Equine (now operating as SmartEquine) is an e-commerce platform specializing in equine health products and supplies. The core offering revolves around customizable SmartPaks supplement delivery system, complemented by proprietary brands including SmartSupplements (horse health supplements), SmartTherapy (recovery and rehabilitation products), SmartCanine (dog food and supplements), SmartNaturals (natural/organic products), and SmartBug-Off (insect control). The company also offers the ColiCare Program providing up to $15,000 in colic surgery reimbursement. The platform operates through AutoShip/SmartPerks subscription model and sells a wide range of third-party equestrian brands alongside its proprietary products, covering horse supplements, apparel, tack, blankets, health care, barn supplies, and fly control.
Differentiator
Problem solved
Functional benefit
Products and services
- SmartPaks Customizable daily supplement packets that organize and deliver horse supplements in pre-portioned packs for easy administration; the core product of the company since its founding.
- SmartSupplements Proprietary line of horse health supplements including digestion, multi-purpose, hoof, calming, gastric, skin and coat, insect control, vitamins, respiratory, and joint support products.
- SmartTherapy Proprietary line of therapeutic products for horses including LED light therapy pads, ice boots, hock boots, and thermobalance support boots for recovery and rehabilitation.
- SmartCanine Proprietary line of dog food and supplements including dry food, wet food, food toppers, joint supplements, allergy supplements, calming supplements, and digestive aids.
- ColiCare Program Horse health program offering up to $15,000 in colic surgery reimbursement for horses on eligible supplements, providing financial protection for emergency veterinary care.
- SmartPerks AutoShip subscription loyalty program providing 10% off all SmartPak brand tack, apparel, and gear, plus free shipping on qualifying supplement orders over $40 on AutoShip.
- SmartNaturals Natural and organic equine products including fly repellents and topical treatments using herbal and essential oil formulations.
- SmartBug-Off Insect control supplements for horses featuring pellets and topical products designed to repel flies and biting insects from within.
Quantifiable outcome
- $15,000 colic surgery reimbursement available through ColiCare program
Companies that use SmartPak Equine
Customer profileSegments2 records
Ideal customer profiles2 records
SmartPak Equine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SmartPak Equine partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Covetrus Inc.coreCovetrus was the previous parent company of SmartEquine. Chewy announced acquisition of SmartEquine from Covetrus in an all-cash deal expected to close Q4 fiscal 2025. This move strengthens Chewy's leadership in the equine health market and expands into higher-margin health and wellness segments.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
SmartPak Equine competitors and assessment
Company assessmentDirect peers
- Dover Saddlery: Specialty equestrian retailer (tack, apparel, supplements, horse care) with both DTC and physical retail. Direct overlap with SmartEquine's apparel, tack, and blanket categories.
- Valley Vet Supply: DTC retailer of equine and livestock health, supplement, and care products. Competitor to SmartEquine for equine supplement share, with similar DTC + Autoship dynamic but broader livestock exposure.
- HorseTech: DTC equine supplement manufacturer offering custom-blended and targeted nutrition products. Directly comparable in equine supplement depth and use of customization tools similar to SmartPak's Supplement Wizard.
- Kentucky Performance Products: Equine-focused supplement company offering targeted joint, digestive, and electrolyte formulas sold via DTC and dealer networks. Comparable niche player competing head-to-head in the equine supplement category.
- Uckele Health & Nutrition: Equine and companion-animal supplement manufacturer and DTC brand specializing in customized formulations and condition-targeted products. Directly comparable to SmartEquine on supplement SKU breadth and DTC marketing tactics.
- Platinum Performance: DTC equine and canine nutrition company founded by veterinarians, selling clinically formulated supplement feeds directly to horse owners through subscription. Closest 1:1 functional peer to SmartEquine's SmartSupplements and Autoship model.
Broad incumbents
- Tractor Supply Company: Largest U.S. rural-lifestyle retailer carrying equine feed, supplements, tack, and apparel. Competes with SmartEquine as a distribution and discovery channel, particularly for customers who prefer in-store purchase.
- Zoetis: Largest global animal-health company with a significant equine portfolio (vaccines, parasiticides, diagnostics). Broad incumbent competing with SmartEquine in adjacent preventive-health and wellness categories.
- Farnam (Central Garden & Pet): Long-established equine health brand owned by Central Garden & Pet offering supplements, fly control, dewormers, and topical care across retail and DTC channels. Broad incumbent overlapping with SmartEquine's SmartSupplements, SmartBug-Off, and equine health-care categories.
- Merck Animal Health: Major animal-health division of Merck offering equine vaccines, parasiticides, and pharmaceuticals. Competes indirectly via veterinary-channel distribution and complements/parallels SmartEquine's wellness positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SmartPak Equine social profiles
Digital presenceSmartPak Equine financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartPak Equine leadership team
Management profileNumber of profiles
Profiles3 records
SmartPak Equine funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartPak Equine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SmartPak Equine
What does SmartPak Equine do?
SmartEquine sells customized pre-portioned daily supplement packs (SmartPaks) for horses, alongside proprietary supplement brands (SmartSupplements, SmartTherapy, SmartNaturals, SmartBug-Off) and a broad catalog of equestrian tack, apparel, blankets, and horse care products through its direct-to-consumer e-commerce platform. Customers can buy one-time or enroll in the AutoShip subscription program, which unlocks SmartPerks loyalty discounts. The ColiCare program attaches up to $15,000 of colic surgery reimbursement to eligible supplement purchases.
Is SmartPak Equine a public or private company?
SmartPak Equine is a private company. It is classified as corporate owned and is currently operating.
When was SmartPak Equine founded?
SmartPak Equine was founded in 2000. It employs 101 to 250 people.
Where is SmartPak Equine based?
SmartPak Equine is headquartered in Plymouth, United States, in the North America region.
How does SmartPak Equine make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are autoship Subscription Program.
Who are SmartPak Equine's main competitors?
Direct peers on record are Dover Saddlery, Valley Vet Supply, HorseTech, Kentucky Performance Products, Uckele Health & Nutrition and Platinum Performance. Broad incumbents are Tractor Supply Company, Zoetis, Farnam (Central Garden & Pet) and Merck Animal Health.
Does SmartPak Equine have an API?
No public API is recorded for SmartPak Equine.
What industry is SmartPak Equine in?
SmartPak Equine's product category is Equine Health and Equestrian E-commerce. Its primary akta.pro industry code is AFADAEAG, Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes), with a secondary code of AFADAEAJ, Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims). Its NAICS code is 45991 and its SIC code is 200.