BUSSE Reitsport

What BUSSE Reitsport does

BUSSE Reitsport is a German equestrian equipment and rider apparel company founded in 1973 and headquartered in Lohne, Germany, operating under the legal entity BUSSE Sportartikel GmbH & Co. KG. The company serves two customer segments: end-consumers (equestrian riders and horse owners) via its direct-to-consumer e-commerce store busse-reitsport.de, and equestrian specialist retailers (Reitsport-Fachhandel) via a dedicated B2B portal (b2b.busse-reitsport.de). BUSSE sells exclusively through the specialist trade channel for wholesale distribution, with consumer sales also fulfilled direct. The product portfolio spans horse equipment — fly protection, horse blankets (outdoor/fly/stall/exercise), leg protection, bridles and bridle hardware, bits, saddle girths, saddle pads, halters, lungeing and training aids — and rider apparel including footwear, riding trousers, jackets, gloves, bags, and accessories. Distinct sub-brands include 3D AIR EFFECT (proprietary breathable mesh technology deployed across leg protection, girths and pads), PASSAGE LINE (dressage), TAKE-OFF LINE (show jumping), LAVAL/LAVALET (premium boots), bCircle (sustainable leather alternative), and PURE WOOL Collection.

The business model is primarily transactional B2C product sales supplemented by B2B wholesale distribution to specialty dealers. Pricing is unit-based and accessible, ranging from €3.90 (small accessories) to €189-€289 (premium riding boots), with €6.90 flat shipping and free shipping over €149. The RENT A RUG subscription service introduced in 2025 added a recurring-revenue rental layer with optional BUSSE-CARE repair/full-coverage service packages, alongside the 30-day Testcenter Gebisse risk-free trial program and CHOOSE IT bridle configurator. The technology stack is built on Shopware e-commerce, with Google Analytics 4, Google Tag Manager, Klaviyo/Rapidmail for email, Zendesk/Chatbase for support, and DHL as the exclusive logistics partner. The company ships D2C across Germany, Austria, Poland, Czech Republic, Hungary, and Finland. Ownership is held through Decker Beratungs- und Beteiligungsgesellschaft mbH (managing directors Ullrich Decker and Telsche Koch); no external venture capital or institutional investors are disclosed, consistent with a family-controlled German Mittelstand structure.

Name

BUSSE Reitsport

Legal name

BUSSE Sportartikel GmbH & Co. KG

Website

https://busse-reitsport.de

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

BUSSE Reitsport, founded in 1973 in Lohne, Germany, is a family-controlled equestrian equipment and rider apparel brand selling directly to riders and horse owners online and exclusively through specialist equestrian retailers (Reitsport-Fachhandel) across Germany, Austria, Poland, Czech Republic, Hungary, and Finland.

Ownership category

akta.pro rank

Headquarters

HQ city

Lohne

HQ country

Germany

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 B2C Product Sales: BUSSE sells equestrian equipment and rider apparel directly to end consumers through its e-commerce store (busse-reitsport.de). Products include horse blankets, fly masks, leg protection, bridles, bits, saddle girths, saddle pads, riding boots, riding clothing, gloves, bags, and accessories. Sales are one-time transaction-based, with pricing from €3.90 (small accessories) to €289 (premium riding boots).
2. B2B Wholesale to Specialist Dealers: BUSSE sells its full product range exclusively through equestrian specialist retailers (Reitsport-Fachhandel). Trade partners access pricing and ordering through the B2B portal (b2b.busse-reitsport.de). This channel is the primary distribution model for the brand.
3. Horse Blanket Rental (RENT A RUG): BUSSE offers seasonal horse blanket rentals through its 'RENT A RUG' service. Customers choose a rental duration and pay monthly rental fees plus a one-time setup fee. Optional BUSSE-CARE service packages (CareRepair and Full-Coverage) provide protection against damage and wear.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

BUSSE Reitsport designs, brands, and sells a full range of equestrian equipment and rider apparel — including horse blankets, fly protection, leg protection, bridles, bits, girths, saddle pads, riding boots, riding clothing, and accessories. The company sells exclusively through specialist equestrian retailers (Reitsport-Fachhandel) and also operates its own D2C e-commerce store and a dedicated B2B dealer portal. In addition to physical products, BUSSE offers differentiated services: a horse blanket rental program (RENT A RUG), a 30-day risk-free bit testing center, and a bridle configurator (CHOOSE IT).

Product overview

BUSSE Reitsport operates an e-commerce platform for equestrian equipment and rider apparel, organized into two main divisions: products for horses and products for riders. The horse product portfolio includes fly protection (Fliegenmasken, Nüsternschutz, Fliegendecken), horse blankets (Outdoordecken, Fliegen- & Sommerdecken, Stalldecken, Abschwitzdecken), leg protection (Gamaschen, Streichkappen, Bandagen), bridles and bits (Trensen, Kandaren, Zügel), lungeing equipment, training aids (Hilfszügel), girths, saddle pads, saddles, stirrups, and halters. The rider collection features footwear (boots, shoes, chaps), clothing (riding trousers, jackets, shirts), gloves, bags, whips, and spurs. Notable branded lines include 3D AIR EFFECT (breathable mesh technology), PASSAGE LINE (dressage series), TAKE-OFF LINE (jumping series), bCircle (sustainable leather alternative), and LAVAL/LAVALET (premium boots). The company also offers services including RENT A RUG (blanket rental) and Testcenter Gebisse (bit testing program).

Differentiator

Problem solved

Functional benefit

Brands

• 3D AIR EFFECT: Mesh material technology for breathability in equestrian products
• PASSAGE LINE
• TAKE-OFF LINE
• CHOOSE IT Serie
• bCircle
• LAVAL
• LAVALET
• PURE WOOL Collection
• RENT A RUG
• Testcenter Gebisse
• BUSSE-CARE

Products and services

• RENT A RUG (Horse Blanket Rental)
• Testcenter Gebisse (Bit Testing Center)
• CHOOSE IT Serie – Trensenkonfigurator (Bridle Configurator)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• DHL Paket GmbHcoreChannel Partner/ Reseller/ DistributorDHL is BUSSE's exclusive shipping provider for all e-commerce orders and RENT A RUG rental returns. BUSSE shares customer email addresses and phone numbers with DHL prior to delivery for delivery appointment scheduling. Standard shipping is €6.90 per order; free shipping for orders over €149. DHL coordinates delivery appointments with customers in advance.
• PayPal (Europe) S.a.r.l. et Cie, S.C.A.coreChannel Partner/ Reseller/ DistributorPayPal is a payment method offered on the BUSSE e-commerce store. BUSSE offers PayPal as a payment option including cases where the customer pays in advance (Vorleistung). PayPal's terms of service and privacy policy apply to transactions using this method.
• Unzer Luxembourg S.A.coreChannel Partner/ Reseller/ DistributorUnzer is the primary payment service provider for BUSSE's e-commerce store, offering multiple payment methods including credit card, invoice, installment purchase (Ratenkauf), and direct debit (Lastschrift). For advance payment methods, Unzer performs credit checks and may involve credit agencies (SCHUFA, CRIF, Creditreform, etc.) to assess payment and default risk.
• InterzerominorOthersBUSSE is registered with Interzero as a manufacturer under the German Packaging Act (VerpackG) for the placing on the market, take-back, and high-quality recycling of systembeteiligungspflichtige packaging. Registration number: DE4889490122482. Transport packaging can additionally be registered via [email protected].
• Zendesk International Ltd.coreTechnology or IntegrationZendesk powers both the live chat system and the email ticketing system for customer service. It aggregates customer interactions (email, phone) to provide a unified customer history for support agents. Customer inquiries are stored and organized in the ticketing system for chronological processing and service improvement. Data may be transferred to the USA under Standard Contractual Clauses.
• Klaviyo, Inc.coreTechnology or IntegrationKlaviyo handles the sending of BUSSE's email newsletters and promotional communications. It performs statistical analysis of email campaign success using web beacons and tracking pixels that measure open rates and interaction with newsletter content. Device information is collected and analyzed but not combined with other data sets. BUSSE has a data processing agreement with Klaviyo. Klaviyo has joined the EU-US Data Privacy Framework.
• Google Ireland LimitedcoreTechnology or IntegrationGoogle provides multiple services for BUSSE: Google Analytics 4 for web analytics (with IP anonymization, 2-month retention), Google Tag Manager for tag management, Google Ads Remarketing for retargeting, Google Maps for store locator, YouTube for embedded videos, Google reCAPTCHA for spam protection, and Google Fonts for typography. Google Signals is used for cross-device reporting when users have personalized ads enabled.
• Meta Platforms Ireland Limited (Facebook/Instagram)coreTechnology or IntegrationMeta Pixel is implemented on the BUSSE website for conversion tracking and custom audience creation. BUSSE uses Meta Pixel to target website visitors with ads on Facebook and Instagram based on their interests and browsing behavior. A joint controller agreement (Controller Addendum) is in place for the Facebook fan page insights. Meta has joined the EU-US Data Privacy Framework.
• Shopware AGcoreTechnology or IntegrationShopware provides the e-commerce platform powering the BUSSE online store (busse-reitsport.de). Shopware Analytics is used to collect shopping behavior data (pages visited, click paths, date/time, device information, browser, etc.) in joint responsibility with BUSSE. The platform supports cookie consent management, product listings, checkout, and account management.
• Usercentrics GmbHcoreTechnology or IntegrationUsercentrics provides the cookie consent management platform (CMP) on the BUSSE website. It collects consent for cookies and tracking technologies, storing user preferences in a browser cookie. Usercentrics processes the visitor's IP address, browser information, device information, and visit timestamp. A data processing agreement is in place.
• rapidmail GmbHcoreTechnology or IntegrationRapidmail handles the sending of BUSSE email newsletters and promotional communications. It performs statistical analysis of newsletter campaign success using web beacons to measure open rates and interaction. Device information (time of access, IP address, browser type, operating system) is collected but not combined with other datasets. Newsletter tracking can be revoked at any time.
• Willis Towers Watson Versicherungsmakler GmbHminorOthersWillis Towers Watson serves as BUSSE's product liability insurance broker, as disclosed in the legal notice (Impressum). The broker can be contacted through their office at Herrlichkeit 1, 28199 Bremen.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cavallo GmbH: German riding-boot and footwear specialist with strong DACH specialist-retail distribution — partial overlap with BUSSE's rider footwear category (LAVAL/LAVALET lines).

Direct peers

• Horseware Ireland: Irish-founded equestrian equipment manufacturer (Rambo, Amigo, Rhino lines) selling blankets, leg protection, and turnout gear through specialist retail globally — directly comparable in product mix, channel strategy, and premium mid-market positioning.
• Waldhausen: Long-established German equestrian equipment manufacturer offering blankets, leg protection, bridles, saddlery, and rider apparel — directly competing with BUSSE in the same specialist-retail channel across DACH.
• HKM Sports Equipment: German manufacturer of equestrian apparel and horse equipment (blankets, leg protection, bridles) selling globally via specialist retailers — directly comparable in catalog breadth and channel strategy.
• Loesdau: Major German equestrian retailer that combines private-label and branded horse equipment with a large multichannel presence — overlapping BUSSE in product categories and competing for the same specialist-retail customer base.
• Kavalkade: German equestrian equipment brand focused on saddles, bridles, and riding accessories — overlaps with BUSSE in bridle and snaffle categories and shares the specialist-retail channel.
• Albert Kerbl GmbH: German manufacturer and wholesaler of equestrian, agricultural, and pet supplies with a broad horse-equipment range including blankets, leg protection, and stable supplies distributed via specialist retailers in DACH.
• Mountain Horse: Swedish-origin equestrian apparel and footwear brand distributed in DACH via specialist retailers — directly comparable in rider-apparel categories (boots, breeches) where BUSSE's LAVAL/LAVALET lines compete.
• Pikeur / Eskadron: German equestrian apparel and equipment brand (Pikeur riding wear, Eskadron horse equipment) operating across the same Reitsport-Fachhandel channel with overlapping categories in blankets, leg protection, and bridles.
• Spooks Equestrian: German equestrian apparel and lifestyle brand with comparable rider-apparel focus (jackets, breeches, boots) and DACH distribution through specialist retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/busse_reitsport
• YouTubeyoutube.com/@busse-reitsport
• Facebookde-de.facebook.com/BUSSEreitsport
• Instagraminstagram.com/busse_reitsport
• Pinterestpinterest.com/bussereitsport

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 BUSSE Reitsport