What Martin Saddlery does

Martin Saddlery is a US-based manufacturer of handcrafted western leather horse riding equipment, headquartered at 451 Ford Molen Dr., Greenville, Texas, with a returns and operations support facility in Granbury. Founded in 2000 and operating as a brand under parent company Equibrand, the company produces premium saddles (Roper, Barrel, Rancher, Cutting, Wade, Steer Wrestler, Show Arena, All Around, and youth-focused Cowboy Kid models) alongside a full tack line including headstalls, breastcollars, reins, cinches, bits, hackamores, spurs, training equipment, saddle pads, apparel, and travel/barn accessories. Construction relies on Hermann Oak leather, quality skirting leather, and traditional leatherworking techniques such as stitching, tooling, and stamping, with stainless steel hardware.

The business operates a dual-channel go-to-market model: direct-to-consumer sales via the martinsaddlery.com e-commerce storefront (which includes a custom saddle configurator) and wholesale distribution through an authorized dealer network that orders via phone, fax, or the NuOrder B2B portal and accesses marketing resources through MyEquibrand.com. Marketing is driven by an annual product catalog, newsletter signup, and semi-annual trade show presence at WESA Market in Dallas. Revenue is generated entirely through one-time product sales, with premium saddles priced from $1,299.99 to $3,199.99 and accessories spanning roughly $3.99 to $149.99; there are no subscription components.

The company is positioned within a broader Equibrand multi-brand portfolio alongside sister brands Classic Equine, Classic Rope, Rattler Rope, and Cashel Company, sharing dealer services, customer service infrastructure, and returns processing. Its primary customer segments are professional and amateur western riding enthusiasts (cowboys, rodeo competitors, ranch workers) and equine dealers, with a secondary youth rider segment served through the Cowboy Kid line. Brand positioning emphasizes durability and authenticity under the tagline 'The Company Cowboys Keep.'

Name

Martin Saddlery

Legal name

Equibrand

Website

https://martinsaddlery.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Martin Saddlery is a Greenville, Texas-based manufacturer of handcrafted western leather saddles and tack, serving rodeo competitors, ranchers, and western riding enthusiasts through DTC e-commerce and an authorized dealer network, operating as a brand within Equibrand's multi-brand equine portfolio.

Ownership category

akta.pro rank

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Martin Saddlery generates revenue through direct sales of leather riding equipment, saddles, and accessories to consumers via e-commerce and to dealers through wholesale distribution. Products include saddles ($1,299-$3,199), headstalls, breastcollars, reins, bits, spurs, stirrups, and training equipment. The company operates on a one-time purchase model with no subscription components.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Martin Saddlery manufactures and sells handcrafted leather western saddles and riding tack for rodeo, ranch, and western riding disciplines. The catalog spans saddles (Roper, Barrel, Cutting, Rancher, Wade, Show Arena, Steer Wrestler, All Around) plus headstalls, breastcollars, reins, bits, hackamores, spurs, cinches, training equipment, saddle accessories, apparel, and barn/travel gear built with Hermann Oak leather. Customers can also configure custom saddles through an online configurator, with products distributed via the company's e-commerce site and an authorized dealer network.

Product overview

Martin Saddlery is a western tack and saddlery company offering a comprehensive portfolio of leather horse riding equipment under multiple brands. The core Martin Saddlery brand provides handcrafted western saddles (Roper, Barrel, Rancher, Cutting, Wade styles) alongside complete headstalls, breastcollars, reins, cinches, spurs, bits, and training equipment. The company operates sub-brands including Classic Equine (bits, spurs, fly protection), Cashel Company (trail saddles, pads, fly masks), Rattler Rope (roping equipment), and Classic Rope. Products span saddles, tack, saddle accessories, saddle pads, apparel, and barn/travel gear. The portfolio is positioned for serious rodeo and western riding competitors with premium Hermann Oak leather construction and dealer distribution through NuOrder.

Differentiator

Problem solved

Functional benefit

Products and services

• Western Saddles Handcrafted western leather saddles built on Hermann Oak leather with various tree sizes and gullet options, designed for specific riding disciplines including Roper, Barrel, Rancher, Cutting, Wade, Steer Wrestler, Show Arena, and All Around. Priced from $1,299.99 to $3,199.99. Intended for cowboys, rodeo competitors, ranch workers, and youth riders (Cowboy Kid line).
• Headstalls Leather horse bridle headpieces available in Browband, Slip Ear, Split Ear, Gag, and Mule styles with decorative tooling and buckle options, sold as standalone bridle components for western riders.
• Breastcollars Chest straps that secure the saddle to the horse, available in widths from 1-inch to 4-inch plus Pulling Collars, Tug Straps, and Wither Straps, designed for rodeo and ranch riding disciplines.
• Reins Leather and synthetic reins in Split Reins, Barrel Reins, Roping Reins, Harness Reins, and Adjustable styles, made from latigo leather, mohair, and biothane materials for western riding control.
• Bits and Hackamores Western horse bits including snaffles, curb bits, gag bits, and hackamores with multiple mouthpiece and cheek style options for training and competition riding.
• Spurs and Spur Straps Western riding spurs in various rowel styles paired with spur straps featuring decorative tooling and buckles for rider leg cues.
• Cinch and Latigos Belly bands and cinch straps including latigos, flank cinches, billets, and flank hobbles used to secure western saddles on the horse.
• Training Equipment Horse training aids including cavessons, colt starting tools, martingales, hobbles, tiedowns, and the Phil Haugen Training line for horse trainers and colt starters.
• Saddle Accessories Saddle add-ons including saddle bags ($25.99-$149.99), stirrups (aluminum, monel), saddle covers, night latches, stirrup hobbles, and replacement parts for western saddles.
• Apparel Western rider clothing and lifestyle accessories including hats, gloves, and related apparel items for equestrian and rodeo consumers.
• Nosebands Nosebands and cavessons available in rope, leather, and biothane styles for use on horse bridles during training and competition.
• Travel Collection

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

One partnership is on record.

• EquibrandcoreOthersMartin Saddlery is owned and operated by Equibrand. Equibrand also owns and operates Classic Equine, Classic Rope, Rattler Rope, and Cashel Company - sister brands in the equine equipment market. The company shares resources including dealer services (MyEquibrand.com), customer service ([email protected]), and returns processing.

Expansion highlights4 records

Direct peers

• Weaver Leather: Weaver Leather is a long-established U.S. manufacturer of leather tack, harnesses, and equestrian accessories sold through dealer and direct channels — directly comparable to Martin's leather goods portfolio and dealer-led distribution model.
• Circle Y Saddles: Circle Y is a U.S. maker of custom and semi-custom western saddles spanning roping, barrel, ranch, and show disciplines — the closest direct head-to-head competitor to Martin's core saddle offering.
• Tucker Saddlery: Tucker produces western and trail saddles targeted at working cowboys and endurance riders with an emphasis on rider fit and tree technology — overlapping Martin's western saddle customer base and customization story.
• Reinsman Equestrian: Reinsman designs and sells western tack, bits, and saddles through a dealer network with a focus on training and performance — comparable in product mix, channel structure, and customer segment.
• Professional's Choice: Professional's Choice manufactures performance equestrian equipment (boots, leg protection, saddles, training gear) sold through dealers and DTC — directly comparable to Martin's training-and-tack catalog.
• Classic Equine: Classic Equine is a sister brand under Equibrand making bits, spurs, and fly protection; it sells into the same western riding customers and dealer network, making it a tightly comparable portfolio peer.
• Cashel Company: Cashel is another Equibrand sister brand focused on trail saddles, saddle pads, and fly masks — directly overlapping Martin's saddle and accessories range and shared distribution infrastructure.
• Billy Cook Saddlery: Billy Cook is a heritage maker of handcrafted western saddles for working cowboys and show riders, historically positioned as a premium custom saddlery — closely analogous to Martin's craft-led, dealer-distributed model.

Broad incumbents

• Ariat International: Ariat is a much larger western and equestrian apparel/footwear brand with broad DTC, wholesale, and sponsor presence — competing for the same end rider but with a far wider product portfolio and marketing scale.
• Justin Brands: Justin Brands (parent of Justin Boots and Tony Lama) is a Berkshire Hathaway-owned western footwear and accessories incumbent — broader portfolio and deeper capital base, but overlapping western end-customer and dealer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

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 Martin Saddlery