Kramer Equestrian

What Kramer Equestrian does

Kramer Equestrian (legal entity: Krämer Pferdesport GmbH & Co. KG) is a German equestrian equipment retailer founded in 1967 and headquartered in Hockenheim, Germany, operating as a private limited partnership with 501–1,000 employees. The company sells rider clothing (breeches, boots, helmets, jackets, gloves, shirts), horse care products (fly protection, blankets, leg protection, grooming), stable and pasture supplies, dog accessories, and specialized care products. It maintains an extensive private-label brand portfolio including Felix Bühler (60-year heritage), SHOWMASTER, STEEDS, EQUILIBRE, THERMO MASTER, RANCH-X, STONEDEEK, CLARIDGE HOUSE, and ZEDAN, alongside third-party brands. The portfolio spans roughly 50,000 SKUs across eight equestrian categories.

Name

Kramer Equestrian

Legal name

Krämer Pferdesport GmbH & Co. KG

Website

https://kraemer.de

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Krämer Pferdesport is a German equestrian retailer founded in 1967, operating 50+ physical MEGA STORES across Germany, Austria, and Belgium plus e-commerce platforms in seven European countries, selling riding apparel, horse care products, and private-label brands (Felix Bühler, SHOWMASTER, STEEDS) to individual riders, families, and equestrian facilities.

Ownership category

akta.pro rank

Product category

Equestrian Retail

NAICS

Sporting Goods Retailers (45911)

SIC

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

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Equestrian equipment retail
• Riding apparel
• Horse care products
• Stable supplies
• Private label equestrian brands

Headquarters

HQ city

Hockenheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Retail Sales: Direct retail sales of equestrian equipment, rider clothing, and horse care products through online storefronts. Products sold at varying price points from budget to premium.
2. Physical Store Retail: In-store sales through 50+ MEGA STORES locations across Germany, Austria, and Belgium
3. VIP Membership Subscription: Annual subscription at €14.90 providing free shipping benefits and exclusive customer discounts

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Krämer Pferdesport sells equestrian equipment, riding apparel, horse care products, and stable supplies through 50+ physical MEGA STORES across Germany, Austria, and Belgium, plus localized e-commerce platforms serving seven European countries. The assortment centers on private-label brands (Felix Bühler, SHOWMASTER, STEEDS, Equilibre, THERMO MASTER) spanning riding breeches, boots, helmets, horse blankets, fly protection, grooming, and stable accessories, with a complimentary VIP Service annual membership providing free shipping.

Product overview

Krämer Pferdesport is a German equestrian retail company operating a multi-channel e-commerce platform and physical MEGA STORES across Germany, Austria, and Belgium. The product portfolio centers on private-label sub-brands Felix Bühler (rider apparel), SHOWMASTER (horse care products), STEEDS (riding fashion accessories), and Equilibre (riding breeches). Core product categories include rider clothing (riding breeches, boots, helmets, gloves, shirts), horse equipment (fly protection masks, blankets, leg protection, halters, bridles), stable and pasture supplies, dog accessories, and specialized care products. The company offers approximately 50,000 articles across these categories with free shipping over €120.

Differentiator

Problem solved

Functional benefit

Brands

• Felix Bühler: Flagship house brand offering equestrian clothing, riding breeches, boots, helmets, and horse care products
• SHOWMASTER
• STEEDS
• Equilibre
• RANCH-X
• STONEDEEK
• THERMO MASTER
• CLARIDGE HOUSE
• ZEDAN

Products and services

• Felix Bühler Flagship private-label brand offering rider apparel including riding breeches, shirts, gloves, helmets, boots, and accessories for equestrian riders.
• SHOWMASTER

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and major.

• Felix BühlercoreOthersProprietary private label brand exclusively sold through Krämer Pferdesport. Major equestrian apparel line covering riding breeches, jackets, boots, and accessories. Celebrating 60th anniversary in 2025.
• SHOWMASTERcoreOthersProprietary private label brand offering horse care products, fly protection, stable equipment, and turnout blankets. Exclusively sold through Krämer Pferdesport.
• STEEDSmajorOthersPrivate label brand focused on riding apparel including breeches, socks, and casual equestrian wear. Distributed exclusively through Krämer Pferdesport.
• THERMO MASTERmajorOthersPrivate label brand specializing in horse blankets and fly protection products. Distributed exclusively through Krämer Pferdesport.
• EQUILIBREmajorOthersPrivate label brand focused on riding breeches including summer and winter variants. Distributed exclusively through Krämer Pferdesport.
• DHLcoreTechnology or IntegrationPrimary logistics partner for domestic and international shipments. All orders shipped via Deutsche Post DHL.
• BVL (Bundesamt für Verbraucherschutz und Lebensmittelsicherheit)coreOthersGerman Federal Office regulating veterinary medicine. Krämer Pferdesport holds licensed dealer status (TAM-H-773) for authorized sale of veterinary products.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Equi-Theme: Italian equestrian apparel and equipment retailer with its own private-label line, serving a comparable riding apparel + horse equipment mix in Southern Europe.
• Cavallo (Strömsholmen / Cavallo AB): Nordic equestrian retailer and brand owner operating in Sweden and broader Scandinavia, with multi-category riding apparel and horse equipment — overlapping product mix but different geographic focus.

Broad incumbents

• INTERSPORT: International sporting goods retailer co-operative with German stores carrying riding apparel and footwear — broader assortment but overlapping customer base for casual riders.
• Amazon (Germany/EU): Dominant online marketplace in Germany carrying equestrian products from third-party sellers and house brands — competes on price, assortment breadth, and delivery convenience.
• Decathlon: Global sporting goods retailer with an equestrian assortment in larger stores and full e-commerce coverage in Germany — competes for entry-level and budget equestrian shoppers adjacent to Krämer.

Others

• Pikeur / Eskadron (brand portfolio): Premium equestrian apparel and equipment brand family sold through selected equestrian retailers including competitors to Krämer — relevant as a brand-level comparable and wholesale counterpart.

Emerging players

• Mountain Horse: Swedish equestrian apparel and footwear brand with its own e-commerce and selected retail distribution — comparable category and brand-led merchandising strategy to Krämer's private labels.

Direct peers

• Loesdau: German equestrian retailer and longtime direct competitor offering riding apparel, horse care, and stable equipment via mail-order, online, and physical stores — directly comparable category mix and customer base to Krämer.
• Der Reitshop: Germany-based equestrian mail-order and online retailer with deep catalog of riding apparel, horse feed, and stable supplies — directly comparable product breadth and DACH customer overlap.
• Reitsport Schockemöhle: German equestrian specialist retailer with online and store presence, focused on riding apparel, helmets, and horse equipment — overlapping assortment and target rider/horseman customer with Krämer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kramer Equestrian