EQUIVA
EQUIVA is a German privately held specialty e-commerce and omnichannel retailer selling riding apparel, horse equipment, feed, and stable supplies across more than 190 brands to equestrian consumers in Germany and Austria, supported by an in-house loyalty program of 150,000+ members.
- Company typePrivate
- Founded-
- HeadquartersKrefeld, Germany
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What EQUIVA does
EQUIVA GmbH is a privately held German specialty e-commerce retailer headquartered in Krefeld that serves equestrian consumers across Germany and Austria through an integrated omnichannel model. The company operates the equiva.com online shop, native iOS and Android mobile applications, and a network of physical EQUIVA retail stores across Germany, with last-mile delivery handled via DHL and Rhenus Logistics. Its assortment spans four primary categories — rider apparel and gear, horse equipment, horse feed and nutrition, and stable and pasture supplies — across more than 190 brands plus an EQUIVA private-label collection.
The technology stack is a standard e-commerce platform with integrated analytics, tracking, and customer management systems, supplemented by integrations with Trusted Shops (review and trust), AWIN (affiliate marketing), Google Maps (store finder), and Google reCAPTCHA. The platform is PCI DSS compliant for payments and operates within GDPR/DSGVO data protection requirements.
The business model combines one-time product sales across a broad SKU range with a soft subscription-style retention mechanic in the form of the EQUIVA Friends loyalty program, which offers up to 15% discounts, free shipping thresholds, and exclusive coupons and currently counts over 150,000 members. Customers are segmented across hobbyist riders, professional equestrians, horse owners and stable managers, junior riders, and breeders, with the go-to-market relying on content marketing through the German-language Ratgeber blog, social media presence (Facebook, Instagram, YouTube, TikTok), email, and affiliate channels. Revenue is not publicly disclosed.
EQUIVA firmographics
Firmographics- Name
- EQUIVA
- Legal name
- EQUIVA GmbH
- Website
- https://equiva.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- EQUIVA is a German privately held specialty e-commerce and omnichannel retailer selling riding apparel, horse equipment, feed, and stable supplies across more than 190 brands to equestrian consumers in Germany and Austria, supported by an in-house loyalty program of 150,000+ members.
- Ownership category
- akta.pro rank
EQUIVA industry classification
Industry- Product category
- Equestrian Retail
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Training, Stables & Equine Services (MPAEADAI)
Keywords
Where EQUIVA is headquartered
LocationHeadquarters
- HQ city
- Krefeld
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
EQUIVA business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Product Sales: EQUIVA generates revenue through direct product sales of equestrian supplies, riding apparel, horse feed, and accessories. Sales are one-time transaction-based with standard e-commerce fulfillment.
- EQUIVA Friends Loyalty Program: Subscription-style loyalty program offering members up to 15% discount on purchases, free shipping thresholds, and exclusive deals. Members pay no formal fee but gain savings that drive repeat purchases and customer retention.
- Affiliate Marketing (AWIN): EQUIVA participates in affiliate marketing through AWIN partnership, earning commissions for referring traffic and sales from partner websites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with Friends discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
EQUIVA product offering
Product offeringCore offering
EQUIVA operates a multi-channel equestrian retail business selling riding apparel, horse equipment, horse feed, and stable/pasture supplies through its online shop (equiva.com), a mobile app, and a network of physical EQUIVA stores in Germany. The company carries more than 190 third-party brands alongside its own EQUIVA private label and serves hobbyist riders, horse owners, professional equestrians, juniors, and breeders across the DACH region (Germany and Austria). The free EQUIVA Friends loyalty program with 150,000+ members provides up to 15% discounts and exclusive coupons to drive repeat purchases.
Product overview
EQUIVA operates as a multi-channel e-commerce company specializing in equestrian products and horse supplies. The core offering is the EQUIVA Onlineshop, a comprehensive platform offering riding apparel, horse feed, care products, and accessories. The product portfolio spans four main categories: Reiter (rider apparel and gear), Pferd (horse equipment), Pferdefutter (horse nutrition and feed), and Stall & Weide (stable and pasture supplies). The company also operates physical EQUIVA Stores and a mobile app for in-store and online shopping. The EQUIVA Friends loyalty program provides up to 15% savings and exclusive coupons to over 150,000 members. EQUIVA carries over 190 brands alongside its own private label products. Specialized feed sub-categories include products for sport horses, leisure horses, senior horses, breeding stock, and foals. The company also provides educational content through its Ratgeber (advisory) blog covering horse care, training, feeding, and health topics.
Differentiator
Problem solved
Functional benefit
Products and services
- EQUIVA Onlineshop EQUIVA's main e-commerce platform (equiva.com) offering riding apparel, horse feed, care products, and accessories for equestrian enthusiasts with online shopping, home delivery, account management, and loyalty rewards integration.
- EQUIVA Friends Loyalty Program Free loyalty program offering members up to 15% discount on products, free shipping thresholds, exclusive Friend-only coupons, and birthday gifts to drive repeat purchases and customer retention.
- EQUIVA Stores Physical EQUIVA retail stores across Germany where customers can try products, pick up online orders, and access store-only coupons via the mobile app.
- EQUIVA App Mobile application for iOS and Android enabling in-store and online shopping, with store coupon activation features at checkout via EQUIVA Friends integration.
- EQUIVA Private Label / Own Brand Collections EQUIVA's proprietary private label brand of riding apparel and horse equipment sold exclusively through EQUIVA, including seasonal collections.
Companies that use EQUIVA
Customer profileSegments5 records
Ideal customer profiles5 records
EQUIVA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
EQUIVA partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor.
- AWINminorEQUIVA participates in affiliate marketing through AWIN AG, Berlin. AWIN provides tracking cookies to capture affiliate conversions and pays commissions for referred sales. This partnership supports customer acquisition through AWIN's publisher network.
- DHLminorPrimary logistics partner for package delivery within Germany and Austria.
- Rhenus LogisticsminorSecondary logistics partner for larger shipments and pallet deliveries.
- PayPalminorPayment processing partner enabling PayPal as a checkout option for customers.
- KlarnaminorBuy Now Pay Later payment option enabling flexible payment terms for customers.
- Apple PayminorMobile payment option for Apple device users at checkout.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
EQUIVA competitors and assessment
Company assessmentDirect peers
- Krämer Pferdesport: Largest direct competitor — a German omnichannel equestrian retailer combining a large online shop with a flagship mega-store, offering the same breadth of rider, horse, and feed categories as EQUIVA. Most comparable peer on assortment depth, DACH focus, and physical-plus-online model.
- Loesdau: Long-established German equestrian retailer with own-brand product, mail-order heritage, and a broad online catalogue of rider apparel, horse equipment, and feed. Directly comparable in product range, DACH customer base, and own-brand strategy.
- Horze: Pan-European equestrian online retailer operating own-brand riding apparel, horse tack, and rider equipment with localized country stores. Comparable on the online-first, broad-assortment equestrian specialist model, though broader geographically than EQUIVA.
- Reitsport Schockemöhle: DACH equestrian retailer combining online and physical stores with strong focus on premium rider apparel and horse equipment. Comparable on omnichannel specialist positioning and brand breadth in Germany.
Emerging players
- HKM Sports Equipment: Equestrian apparel and equipment brand selling both wholesale (where EQUIVA resells it) and increasingly DTC through its own online shop. Adjacent competitor on own-brand apparel and a potential channel/supplier conflict for EQUIVA.
- Busse: German equestrian equipment brand with a strong own-brand range across rider apparel and horse gear, distributed wholesale and DTC. Comparable as a brand-level peer and as a supplier/competitor overlap with EQUIVA's assortment.
- Cavallo: Premium equestrian footwear and apparel brand that EQUIVA carries but that also sells direct. Comparable as a marquee brand that competes with EQUIVA's private-label ambitions and could reshape distribution terms.
- Waldhausen: German manufacturer and brand of equestrian products (saddles, bridles, riding wear, stable equipment) sold both wholesale and DTC. Comparable as a supplier overlap and as a brand competing for shelf and screen space at EQUIVA.
Regional players
- Kramer Equestrian (UK) / Derbyshop: UK-based online equestrian retailer with own-brand and multi-brand assortment. Comparable on specialist online equestrian model, but serves a different geography rather than competing head-on in DACH.
Broad incumbents
- Amazon Germany: Broad marketplace increasingly listing equestrian brands and feed products. Not a specialist, but a structural competitor on price, convenience, and Prime shipping that affects EQUIVA's ability to charge for delivery above the €99 threshold.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
EQUIVA social profiles
Digital presenceEQUIVA compliance and trust
Trust signalCompliance2 records
EQUIVA financial estimates
Financial estimateRevenue estimate
Valuation estimate
EQUIVA leadership team
Management profileNumber of profiles
EQUIVA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EQUIVA 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 EQUIVA
What does EQUIVA do?
EQUIVA operates a multi-channel equestrian retail business selling riding apparel, horse equipment, horse feed, and stable/pasture supplies through its online shop (equiva.com), a mobile app, and a network of physical EQUIVA stores in Germany. The company carries more than 190 third-party brands alongside its own EQUIVA private label and serves hobbyist riders, horse owners, professional equestrians, juniors, and breeders across the DACH region (Germany and Austria). The free EQUIVA Friends loyalty program with 150,000+ members provides up to 15% discounts and exclusive coupons to drive repeat purchases.
Is EQUIVA a public or private company?
EQUIVA is a private company. It is classified as unknown and is currently operating.
When was EQUIVA founded?
EQUIVA was founded in -1. It employs 101 to 250 people.
Where is EQUIVA based?
EQUIVA is headquartered in Krefeld, Germany, in the Europe region.
How does EQUIVA make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are EQUIVA Friends Loyalty Program and affiliate Marketing (AWIN).
Who are EQUIVA's main competitors?
Direct peers on record are Krämer Pferdesport, Loesdau, Horze and Reitsport Schockemöhle. Emerging players are HKM Sports Equipment, Busse, Cavallo and Waldhausen. Kramer Equestrian (UK) / Derbyshop is listed as a regional player. Amazon Germany is listed as a broad incumbent.
Does EQUIVA have an API?
No public API is recorded for EQUIVA.
What industry is EQUIVA in?
EQUIVA's product category is Equestrian Retail. Its primary akta.pro industry code is MPAEADAI, Training, Stables & Equine Services. Its NAICS code is 459 and its SIC code is 5945.