Equestrian Stockholm

What Equestrian Stockholm does

Equestrian Stockholm AB is a privately held Swedish direct-to-consumer e-commerce brand headquartered in Johanneshov, Stockholm, specializing in premium equestrian apparel and horse equipment. The company sells rider wear (riding breeches and tights with silicone grip, base layers, tops, show jackets, vests, sweaters), horse equipment (saddle pads for dressage, show jumping, and eventing; horse boots; ear bonnets; halters; blankets), and accessories (gloves, bags, socks, caps, belts, stocks, towels, jewelry) through its owned storefront at equestrianstockholm.com, with global shipping to 90+ countries and multi-currency pricing.

The product line is differentiated by proprietary material technologies including Bamboo Lining for moisture-wicking and antibacterial comfort, High IQ Cool Comfort for heat and humidity management, 3D Mesh for ventilation, and full-seat and knee silicone grip on riding tights. Pricing spans entry-level accessories from approximately $4.99 to premium saddle pads and competition jackets above $200, with a mid-range core of $60-$175 for rider apparel and gear. Distribution is exclusively DTC, supported by free-shipping thresholds, included duties in select markets, and free exchanges. Sub-brands and extensions include a Young Rider line for ages 5/6Y-15/16Y, a Dog Collection, seasonal and thematic collections, and a limited Iron Dames x ES crossover collaboration.

The business model is one-time unit sales of physical goods to individual consumers; no subscription, licensing, wholesale, or B2B revenue streams are disclosed. Customer acquisition relies on social media (Instagram, Facebook, LinkedIn, TikTok), email/newsletter, content marketing through the Stories blog, a Team Rider ambassador program, and a Members Club loyalty initiative. The company also maintains cause-marketing platforms (Ride Against Cancer, Ride For Nature, Ride For Women). No revenue, headcount, funding, or ownership data is publicly disclosed in the available source material.

Name

Equestrian Stockholm

Legal name

Equestrian Stockholm AB

Website

https://equestrianstockholm.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Equestrian Stockholm is a Swedish direct-to-consumer e-commerce brand selling premium equestrian apparel, horse equipment, and accessories globally, serving women, men, and young riders across 90+ countries with Scandinavian-designed, performance-material products.

Ownership category

akta.pro rank

Product category

Equestrian Apparel

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Equestrian apparel
• Riding breeches
• Saddle pads
• Horse equipment
• Riding accessories

Headquarters

HQ city

Johanneshov

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales of equestrian apparel and horse equipment. Products include saddle pads, riding tights, tops, jackets, horse boots, accessories, and dog products sold at various price points ranging from budget to premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Equestrian Stockholm designs, manufactures, and sells premium equestrian apparel and horse equipment directly to consumers through their global e-commerce website. Their product range covers rider wear (riding breeches, tights, tops, jackets, vests, sweaters, competition gear), horse equipment (saddle pads, horse boots, ear bonnets, halters, horse blankets), and accessories (gloves, bags, socks, caps, belts, stocks, towels, jewelry), supported by proprietary materials including bamboo lining and High IQ Cool Comfort technology.

Product overview

Equestrian Stockholm is a Scandinavian equestrian apparel and equipment brand offering a comprehensive product portfolio organized into rider wear, horse equipment, and accessories. The core rider collection includes Saddle Pads (dressage and jumping styles with bamboo lining and High IQ Cool Comfort technology), Riding Breeches & Tights (with silicone grip options), Riding Tops (base layers, motion tops, competition shirts), Riding Jackets, Vests, Sweaters, and Competition gear (show jackets and shirts). The horse equipment line features Horse Boots (mesh brushing boots, brushing boots, bell boots), Ear Bonnets, Halters, Horse Blankets, and Saddle Pads with various quilting patterns. Accessories encompass Riding Gloves, Bags, Riding Socks, Caps/Hats, Belts, Riding Stocks, Towels, and Jewelry. The company also offers a Young Rider sub-brand for children (sizes 5/6Y to 15/16Y), a Dog Collection, and seasonal Collections including Midsummer Dream and Iron Dames collaborations. Products are sold directly through their e-commerce platform with global shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Saddle Pads

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Iron DamescoreGTM or Marketing PartnerCollaborative partnership with Iron Dames, an all-female rally raid team, creating a limited collection and brand visibility in motorsport-adjacent equestrian crossover events. The partnership features co-branded products and cross-promotional content.
• Ride Against CancerminorStrategic or Co-development PartnerSocial impact initiative supporting cancer research. The Pink Campaign collection is part of this initiative, with proceeds or visibility going toward the cause.
• Ride For NatureminorStrategic or Co-development PartnerEnvironmental sustainability initiative supporting nature conservation efforts within the equestrian community.
• Ride For WomenminorStrategic or Co-development PartnerWomen's empowerment initiative supporting female riders and equestrian sports participation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Horseware Ireland: Irish premium equestrian brand selling riding apparel, horse blankets, and tack globally. Direct competitor in the premium equestrian segment with comparable DTC and retail distribution and a much larger heritage and brand recognition.
• PS of Sweden: Swedish premium equestrian apparel and accessories brand with strong Scandinavian design identity. Closest geographic and aesthetic direct peer to Equestrian Stockholm, competing for the same riding demographic in dressage and show jumping.
• Pikeur: German premium equestrian apparel brand specializing in riding breeches, jackets, and competition wear. Long-established peer with deep dealer/wholesale distribution in Europe, competing for the same premium rider cohort.
• LeMieux: UK premium equestrian brand offering saddle pads, horse boots, and rider apparel. Direct competitor in the premium saddle pad and accessories category, with strong sponsorship of professional riders and similar product adjacencies.
• Cavallo: German premium equestrian brand producing riding breeches, jackets, and footwear with focus on technical performance. Comparable in premium positioning and product breadth to Equestrian Stockholm's rider apparel line.
• Samshield: French premium equestrian brand best known for helmets and competition apparel. Competes in the same premium female-rider, competition-oriented segment with strong design-led positioning.
• Eskadron: German premium equestrian equipment brand specializing in horse boots, saddle pads, and accessories. Direct competitor in the horse equipment category with strong European wholesale presence.
• Animo: Italian premium equestrian apparel brand with strong competition heritage and rider sponsorship. Comparable in premium rider apparel positioning with a focus on dressage and show jumping.
• Equiline: Italian premium equestrian apparel and equipment manufacturer. Competes in the same premium technical apparel and saddle pad categories with comparable European heritage and design-driven positioning.

Broad incumbents

• Hermès (Equestrian Division): Luxury conglomerate with a long-standing equestrian heritage and premium saddle, leather, and riding apparel offerings. Functions as a broad incumbent in the premium equestrian-adjacent lifestyle category, operating at a higher price tier with much broader brand power.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/equestrianstockholm
• LinkedInlinkedin.com/company/equestrian-stockholm
• Instagraminstagram.com/esstockholm
• TikToktiktok.com/@esstockholm

Revenue estimate

Valuation estimate

Number of profiles

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 Equestrian Stockholm