What Agradi does

Agradi is a Netherlands-based online retailer founded in 1998 and headquartered in 's-Hertogenbosch, operating as a pure-play e-commerce storefront at agradi.nl and a companion mobile app. The company positions itself as one of the largest online equestrian and animal-care specialists in the Dutch market, offering more than 100,000 SKUs across 300+ brands spanning horse equipment and supplements, rider apparel and safety gear, stable and fencing supplies, pet products (dogs, cats, small animals), and livestock supplies (cattle, sheep, goats, poultry, calves, veterinary). Agradi also operates three private-label sub-brands: Agradi Horse (horse accessories), Agradi Health (supplements and wellness), and Agradi Power (performance products). The company claims to have served more than 1.5 million customers and displays 210,588 reviews averaging 4.66/5, managed via Reviews.io and Trusted Shops.

The technology and operations layer is a conventional Shopify-based e-commerce platform with third-party integrations for payments (iDEAL, PayPal, Riverty, Bancontact, Mastercard, Visa, Wero, Maestro), identity (Google and Facebook login), reviews, and logistics. Fulfillment is outsourced to DPD, with same-day dispatch for in-stock orders placed before 21:00, free shipping above €59 within the Netherlands and to select international destinations, and a 30-day return window with a €2.99 return fee. Marketing combines an active content/blog presence, paid and organic social (Facebook, Instagram, YouTube, TikTok), email, a loyalty program (Agradi member with points, early promotion access, and a €5 newsletter discount), an affiliate/partner program (managed via UpPromote), and sponsorships of FNRS, KWPN, and Indoor Brabant (The Dutch Masters).

Name

Agradi

Legal name

Agradi

Website

https://agradi.nl

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Agradi is a Dutch online retailer founded in 1998, selling more than 100,000 equestrian, pet, and livestock SKUs from 300+ brands to over 1.5 million customers across the Netherlands via agradi.nl and a mobile app.

Ownership category

akta.pro rank

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product sales (B2C e-commerce): Agradi generates revenue through direct online sales of equestrian, pet, and livestock products. Customers purchase products at listed retail prices via the agradi.nl website and mobile app. Revenue is transaction-based with no subscription component for the majority of SKUs. The company offers periodic promotions and seasonal sales events (e.g., summer sale up to 60% off). The Agradi loyalty program incentivizes repeat purchases but does not itself generate separate revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Agradi is a Dutch online retailer (agradi.nl) selling equestrian, rider, pet, and livestock products across 300+ brands plus its own Agradi Horse, Agradi Health, and Agradi Power private-label lines. The storefront offers more than 100,000 SKUs spanning horse blankets, saddles, leg protection, fly masks, supplements, riding apparel, stable and fencing equipment, dog and cat supplies, animal pharmacy, and livestock care, with same-day dispatch, free shipping above €59, and a 30-day return policy.

Product overview

Agradi is an online e-commerce platform operating as a comprehensive equestrian and animal care marketplace. The company offers a unified e-commerce platform serving horse riders, pet owners, and livestock farmers. The product portfolio centers on Agradi's own sub-brands (Agradi Horse for horse accessories, Agradi Health for supplements and health products, Agradi Power for performance products) alongside thousands of third-party branded products. The platform features extensive categories: Horse supplies (blankets, fly masks, saddles, leg protection, bits, supplements), Rider equipment (boots, breeches, safety gear, competition clothing), Stable supplies (feeding, fencing, security), Pet products (dogs, cats, small animals), Animal pharmacy (horse, dog, cat pharmacy), and Livestock supplies (cattle, sheep, poultry). The company operates a loyalty program (Agradi member rewards), offers same-day shipping for orders before 21:00, free shipping over €59, and 30-day return policy.

Differentiator

Problem solved

Functional benefit

Brands

• Agradi Health: Own brand line of horse health supplements and wellness products including Lijnzaadolie Plus, Kruidenmix, Magnesium, Top Vitamine, and various herbal supplements for horses.
• Agradi Horse
• Agradi Power

Products and services

• Agradi Horse Agradi's own private-label product line of horse accessories and care equipment, including halters, fleecedekens (fleece blankets), and other horse-care items sold to horse owners and riders across the Netherlands.
• Agradi Health Agradi's own private-label line of supplements and health products for horses, including Lijnzaadolie Plus (linseed oil plus), Kruidenmix (herbal mix), Magnesium, Top Vitamine, and various herbal supplements marketed for equine wellness.
• Agradi Power Agradi's own private-label brand of performance-oriented products for horses.
• Agradi Gift Cards Standalone Agradi gift cards available for purchase on agradi.nl, usable for any product in the equestrian, pet, and livestock catalog.
• Agradi Member Rewards Program Free loyalty/membership program that issues points on purchases, grants 100 bonus points on signup, offers early access to promotions, and delivers redeemable member gifts to drive repeat purchases.

Quantifiable outcome

• 1.5M+ customers served
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Tech StirrupsminorGTM or Marketing Partner · 1 January 2025Agradi partnered with Tech Stirrups for a social media win-action (giveaway) campaign. Participants were asked to follow Agradi and Tech Stirrups on Instagram, like the post, tag friends, and share in stories for extra chances to win. This type of co-marketing campaign drives brand awareness and engagement across both audiences.
• FNRS (Nederlandse Federatie voor Ruitersport)coreGTM or Marketing PartnerAgradi operates an official partner program with FNRS (Nederlandse Federatie voor Ruitersport), the Dutch federation for equestrian sport. FNRS members can benefit from special partner pricing and promotions through the Agradi-FNRS Partner Program. This partnership provides Agradi with credibility and access to a network of equestrian businesses and individual riders affiliated with FNRS.
• KWPN (Koninklijk Warmbloed Paardenstamboek Nederland)minorGTM or Marketing PartnerAgradi is a sponsor of KWPN, the Royal Dutch Warmblood Horse Studbook. This sponsorship provides brand visibility within the Dutch warmblood breeding and sport horse community.
• Indoor Brabant (The Dutch Masters)minorGTM or Marketing PartnerAgradi sponsors Indoor Brabant (The Dutch Masters), a prestigious international indoor equestrian show jumping event held in the Netherlands. This sponsorship positions Agradi's brand in front of elite equestrian audiences.
• DPDcoreChannel Partner/ Reseller/ DistributorDPD is the primary logistics and delivery partner for Agradi, handling both outbound order delivery and inbound returns. Orders are shipped via DPD with tracking and trace capabilities. Returns are processed through DPD with prepaid return labels (€2.99 fee). DPD also offers the ability to redirect or modify deliveries after shipment.
• PetSafeminorImplementation/ SI/ Consulting PartnerPetSafe Europa provides a dedicated free customer service line (008-0018182020) for defect or warranty issues related to PetSafe branded products sold through Agradi. This allows Agradi to offload technical support for PetSafe items to the manufacturer.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Loesdau: Loesdau is a German equestrian retailer with a large online catalog of riding apparel, horse gear, and stable supplies. Comparable assortment breadth and category focus make it a relevant regional peer to Agradi.
• Pets Place: Pets Place is a Dutch omnichannel pet supplies retailer with stores and an online shop covering dogs, cats, small animals, and pharmacy products. It overlaps with Agradi's pet segment and is a relevant regional competitor.
• Krämer (Pferdefutter Krämer / Reitsport Krämer): Krämer is one of Germany's largest equestrian retailers with both online and store presence, covering horse feed, tack, riding apparel, and stable supplies. It is a strong regional peer benchmark for Agradi's potential cross-border expansion into Germany.

Others

• Amazon Netherlands: Amazon Netherlands competes with Agradi across pet supplies, riding accessories, and general equestrian goods via its marketplace model. It is a horizontal competitor that pressures Agradi's pricing on commoditized SKUs.
• bol.com: bol.com is the dominant Dutch general marketplace and a key competitive channel for Agradi, with third-party sellers offering many of the same equestrian and pet brands. It shapes pricing dynamics and customer acquisition costs for niche Dutch retailers like Agradi.

Broad incumbents

• Decathlon: Decathlon is a global sporting goods retailer with growing equestrian assortment in its stores and online. It is a broader incumbent that competes with Agradi on entry-level riding apparel, helmets, and basic horse care items at scale.

Direct peers

• Zooplus: Zooplus is a leading European online pet supplies retailer active in the Netherlands, offering food, pharmacy, and accessories for dogs, cats, and small animals. It directly competes with Agradi's pet segment on assortment depth and pricing.
• Horze: Horze is a pan-European online equestrian retailer offering riding apparel, tack, and horse care products across multiple country sites. It competes with Agradi for European equestrian shoppers and offers a comparable broad assortment model.
• Epplejeck: Epplejeck is the other major Dutch equestrian retailer, operating both physical stores and a strong online channel across horse, rider, and stable categories. It is the closest direct competitor to Agradi in the Dutch equestrian e-commerce market.

Emerging players

• Bitiba: Bitiba is a discount-oriented online pet supplies retailer active in the Netherlands and broader Europe. It competes with Agradi's pet assortment on price-sensitive SKUs and represents a low-cost alternative for cross-shopping pet owners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCKq1s5Rm-DEIPgZ2srfDd-w
• Facebookfacebook.com/agradi.nl
• Instagraminstagram.com/agradi.nl
• TikToktiktok.com/@agradi.official?lang=nl-NL
• Xx.com/agradi

Revenue estimate

Valuation estimate

Number of profiles

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 Agradi