Horze
Horze is a German direct-to-consumer e-commerce retailer selling equestrian apparel, riding equipment, and stable supplies across 150+ brands plus its own private label, serving individual riders, horse owners, and stable operators in Europe via its website and mobile app.
- Company typePrivate
- Founded2013
- HeadquartersFulda, Germany
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Horze does
Horze is a German direct-to-consumer e-commerce retailer specializing in equestrian apparel, riding equipment, and stable supplies, headquartered in Fulda, Germany and operating through country-specific European storefront domains (horze.de and regional variants) plus a native iOS/Android mobile app launched in 2025. The company sells a multi-category catalog of roughly 3,700+ rider SKUs and 2,300+ new-in SKUs, organized across Rider (women's, men's, and children's apparel, boots, helmets, gloves, accessories), Horse (blankets, leg/hoof protection, saddle pads, bridles, bits, saddles, halters, feed, grooming, fly protection, therapy equipment), and Stable (grooming tools, clippers, stable accessories, feed/water containers, pasture fencing), with extensions into Western riding, pony/foal equipment, reflective gear, and dog accessories. The assortment combines 150+ third-party brand partnerships (Horseware, Ariat, Waldhausen, B Vertigo, Mountain Horse, LeMieux, Roeckl, Cavallo) with Horze's own private-label brand sold at value price points.
The technology stack is a Shopify-based storefront with an Influence.io-powered loyalty engine (horze CLUB) and a native mobile application; no proprietary AI/ML, API platform, or in-house technology assets are disclosed. The business model is one-time transactional retail: customers purchase at displayed unit prices (e.g., breeches from €8 to €340+), with free shipping over €99, a 30-day return policy (extended to 60 days during holiday periods), flexible payment via Klarna/PayPal/cards, and a free tiered loyalty program offering 7–11% member discounts plus points redeemable for vouchers or shipping. Go-to-market is direct-to-consumer only — there are no physical retail locations or third-party marketplace listings — with customer acquisition and retention driven by the loyalty program, email newsletter, and an active social media presence on Facebook, Instagram, TikTok, Pinterest, and YouTube (HorzeTV). Order fulfillment is handled via GLS, DHL, and DPD across European markets. The company is privately held with 251–500 employees, no disclosed institutional ownership, and no public listing.
Horze firmographics
Firmographics- Name
- Horze
- Legal name
- Horze
- Website
- https://horze.de
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Horze is a German direct-to-consumer e-commerce retailer selling equestrian apparel, riding equipment, and stable supplies across 150+ brands plus its own private label, serving individual riders, horse owners, and stable operators in Europe via its website and mobile app.
- Ownership category
- akta.pro rank
Where Horze is headquartered
LocationHeadquarters
- HQ city
- Fulda
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Horze business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product sales (e-commerce retail): Horze generates revenue by selling equestrian apparel and equipment through its own e-commerce website and mobile app. Revenue is primarily one-time transactional (retail product sales), with margin earned on the difference between wholesale/retail pricing. The company also carries its own private-label Horze brand products alongside third-party branded goods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold and loyalty club discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Horze product offering
Product offeringCore offering
Horze operates as a direct-to-consumer online retailer selling equestrian apparel, riding equipment, and horse care products for women, men, and children. The company offers both its own private-label Horze brand products alongside 150+ third-party branded goods across rider apparel, horse blankets, saddle pads, bridles, stable supplies, and accessories. The platform runs on a Shopify-based storefront complemented by a mobile app and a tiered loyalty program.
Product overview
Horze is an online retailer of equestrian equipment and riding apparel, operating as a multi-brand marketplace combined with a proprietary house brand (Horze). The offering spans three core segments: Rider (riding apparel, boots, helmets, gloves, and accessories for women, men, and children), Horse (horse blankets, leg/hoof protection, saddle pads, bridles, bits, saddles, halters, feed, grooming, lunging, fly protection, and therapy equipment), and Stable (grooming tools, clippers, stable accessories, feed/water containers, and pasture fence accessories). The portfolio also includes themed collections for Western riding, pony/foal equipment, reflective gear, and dog accessories. The business model centers on distributing third-party branded equestrian products alongside its own Horze branded label, with a loyalty program (horze CLUB) offering tiered discounts up to 11%. The platform recently launched a mobile app for enhanced customer engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- Equestrian Apparel & Equipment Retail Store Comprehensive online e-commerce retail store offering riding breeches, boots, helmets, safety vests, jackets, shirts, horse blankets, leg/hoof protection, saddle pads, bridles, bits, saddles, halters, grooming tools, feed, supplements, stable accessories, and Western riding gear for individual equestrian consumers across Europe.
- Horze Brand (Own Label)
Companies that use Horze
Customer profileSegments1 record
Ideal customer profiles1 record
Horze technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Horze partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- HorsewarecoreHorseware is a leading international equestrian brand featured prominently in Horze's Top Brands section and product listings. Products include horse blankets, outdoor rugs, and fly sheets.
- AriatcoreAriat is a major equestrian footwear and apparel brand featured as a Top Brand and in dedicated brand collections on Horze. Products include riding boots, field boots, and baselayers.
- WaldhausencoreWaldhausen is a German equestrian equipment brand featured prominently on Horze as a Top Brand and in dedicated product collections.
- B VertigocoreB Vertigo is a premium equestrian apparel brand featured as a key brand partner, including exclusive co-branded new product launches with Horze (Horze & B Vertigo new products section).
- Cavallo BootsminorCavallo Boots, specializing in horse hoof boots, is featured as a brand partner in Horze's Top Brands section.
- RoecklminorRoeckl, a German manufacturer of riding gloves and accessories, is featured as a Top Brand partner on Horze.
- Mountain HorsecoreMountain Horse is a leading equestrian footwear and apparel brand featured as a Top Brand on Horze, with dedicated product collections.
- LeMieuxminorLeMieux is a premium equestrian brand (known for saddle pads and horse care products) featured as a brand partner in Horze's Top Brands section.
- GLS, DHL, DPD (shipping/logistics)minorHorze uses GLS, DHL, and DPD as its logistics and shipping partners for delivering orders to customers across Europe.
- Klarna, PayPal, and other payment providersminorHorze offers flexible payment options including Klarna, PayPal, credit/debit cards, and other regional payment methods to facilitate checkout.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Horze competitors and assessment
Company assessmentDirect peers
- Krämer Pferdesport: One of the largest equestrian specialty retailers in Germany, operating both e-commerce and a strong brick-and-mortar presence. Direct competitor to Horze across rider apparel, horse equipment, and stable supplies within the German-speaking market.
- Riding Warehouse: US-based online equestrian retailer offering riding apparel, horse tack, and stable supplies with curated brand selection. Comparable e-commerce-first specialist model targeting individual riders and horse owners.
- Dover Saddlery: Long-established US equestrian retailer (online + retail stores) with premium-brand focus on apparel, tack, and horse care. Directly comparable in multi-channel equestrian specialty retailing.
- SmartPak Equine: US-based equine retailer known for its auto-ship supplement program and broad rider/horse assortment. Comparable in being an e-commerce-centric equestrian specialist with strong private-label content.
- Schneiders Saddlery: US-based equestrian retailer (formerly Schneiders) offering tack, apparel, and stable supplies online. Comparable multi-category equestrian e-commerce model with deep catalog.
- Derby House: UK-based equestrian retailer with strong e-commerce and physical stores. Comparable multi-category equestrian assortment (rider, horse, stable) and loyalty-style pricing programs make it a direct peer, albeit primarily serving the UK market.
- Loesdau: German equestrian mail-order and online retailer (Loesdau Reitsport) carrying multi-brand riding apparel, horse gear, and stable supplies. Closely comparable to Horze in assortment breadth, multi-brand model, and German customer base.
- Beval Saddlery: US equestrian retailer serving English-discipline riders with apparel, tack, and horse care products. Comparable in being a specialized online equestrian outfitter.
Broad incumbents
- Ariat: Major global equestrian footwear and apparel brand with a substantial DTC website. Functions both as a Horze supplier and as a broader incumbent whose growing DTC channel competes with Horze for the same end customer.
- Decathlon: Global sporting-goods mass retailer with an emerging equestrian category. A broad incumbent whose scale, pricing power, and omnichannel footprint could pressure niche equestrian specialists like Horze if it expands equestrian depth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Horze social profiles
Digital presenceHorze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horze leadership team
Management profileNumber of profiles
Horze funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horze 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 Horze
What does Horze do?
Horze operates as a direct-to-consumer online retailer selling equestrian apparel, riding equipment, and horse care products for women, men, and children. The company offers both its own private-label Horze brand products alongside 150+ third-party branded goods across rider apparel, horse blankets, saddle pads, bridles, stable supplies, and accessories. The platform runs on a Shopify-based storefront complemented by a mobile app and a tiered loyalty program.
Is Horze a public or private company?
Horze is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horze founded?
Horze was founded in 2013. It employs 251 to 500 people.
Where is Horze based?
Horze is headquartered in Fulda, Germany, in the Europe region.
How does Horze make money?
One revenue line is on record: product sales (e-commerce retail).
Who are Horze's main competitors?
Direct peers on record are Krämer Pferdesport, Riding Warehouse, Dover Saddlery, SmartPak Equine, Schneiders Saddlery, Derby House, Loesdau and Beval Saddlery. Broad incumbents are Ariat and Decathlon.
Does Horze have an API?
No public API is recorded for Horze.