What HOOKS HASTSPORT does

Hööks Hästsport AB is a privately held Swedish omnichannel retailer specializing in equestrian sports products, founded in 1931 as a saddle workshop in Eksjö and now headquartered at Företagsgatan 58, Borås, Sweden. The company operates a physical retail network across Sweden, Norway, Denmark, and Finland, complemented by an e-commerce storefront at hooks.se that also serves customers in the Netherlands. Its product portfolio is organized around three core categories: rider apparel and equipment (jackets, breeches, helmets, safety vests, boots, and competition wear), horse equipment (blankets, bridles, saddles, leg protection, grooming supplies), and an adjacent dog and cat category. Hööks also operates a private-label brand, CRW, and distributes external brands including Pikeur, Ariat, Horseware, and Fairfield.

The company's commercial model combines one-time retail sales across both physical and digital channels with a free cardless digital loyalty program called Club Hööks, which offers tiered bonus percentages (0%, 2%, 4%, 6%) based on annual spend, 90-day open purchase rights, priority access to sales, and digital receipt storage. A B2B servicing layer targets riding clubs with bulk quantity discounts (10-15%) and custom embroidery services. Pricing is anchored by free shipping over 499 SEK, free in-store returns, and gift cards valid for two years. Supporting the merchandising layer is the Hööks Academy, an educational content platform providing guides on riding, horse care, equipment selection, and dog training. Payment processing runs on Klarna Checkout, and delivery is fulfilled via PostNord pickup points.

The underlying technology stack is conventional retail commerce rather than differentiated software: an e-commerce platform with an integrated loyalty engine, Klarna for checkout, Google Analytics for traffic analysis, Meta for advertising, and RISE for chemical safety testing of products. The company is a member of Amfori-BSCI for supply-chain compliance and holds Trygg E-Handel and Svensk Digital Handel certifications for online trust signals. Hööks self-describes as Scandinavia's leading equestrian sports retailer, with approximately 450 employees across the Nordic region and an annual revenue of approximately 700 million SEK. No public listing, external investor, or funding round is disclosed.

Name

HOOKS HASTSPORT

Legal name

Hööks Hästsport AB

Website

https://hooks.se

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

251–500 employees

Short description

Hööks Hästsport AB is a privately held Scandinavian omnichannel equestrian sports retailer, founded in 1931 and headquartered in Borås, Sweden, selling rider apparel, horse equipment, and dog products through physical stores across the Nordics and the hooks.se e-commerce platform.

Ownership category

akta.pro rank

Product category

Equestrian Sports Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

akta.pro secondary industry

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

Keywords

• Equestrian sports retail
• Riding apparel equipment
• Horse equipment supplies
• Pet products retail
• Scandinavian omnichannel store

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: One-time sales of equestrian equipment, rider clothing, horse supplies, and dog products through physical stores and e-commerce. Includes both own brands and external brands like Pikeur, Ariat, Horseware, and Fairfield.
2. Gift Cards: Gift cards sold as perfect gifts, valid for 2 years as payment in stores and online. Cards are country-specific and cannot be combined with other payment methods.
3. Club Clothing Bulk Sales: Bulk sales to riding clubs with quantity discounts (10% for 10-19 items, 15% for 20+ items) and embroidery services for custom club clothing.
4. Embroidery Services: Custom embroidery services for club clothing and personalization of products, ordered through stores or customer service.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hööks Hästsport AB operates an omnichannel retail business selling equestrian and pet products across Scandinavia. The assortment includes rider apparel and equipment (riding clothes, helmets, safety vests, boots), horse equipment (blankets, saddles, bridles, leg protection), and dog/cat supplies, distributed via physical retail stores in Sweden, Norway, Denmark, and Finland alongside the hooks.se e-commerce platform. The offering is supported by the Club Hööks loyalty program and Hööks Academy educational content.

Product overview

Hööks is a Scandinavian omnichannel retailer specializing in equestrian sports, offering a comprehensive product portfolio that combines equestrian clothing, horse equipment, rider equipment, and dog products. The offering is structured around three main pillars: rider apparel and equipment (including riding clothes, helmets, safety vests, boots, and accessories), horse equipment (blankets, saddles, bridles, leg protection, and care products), and dog/cat supplies. The company operates both physical stores across Sweden, Norway, Denmark, and Finland, and an e-commerce platform (hooks.se), supported by Club Hööks loyalty program and Hööks Academy educational resources. Gift cards provide an additional product line for gifting occasions.

Differentiator

Problem solved

Functional benefit

Brands

• CRW: Own brand riding jackets and equestrian equipment sold under the company's private label.
• Hööks Academy
• Club Hööks

Products and services

• Riding Clothes (Ridkläder) Complete range of riding apparel including jackets, tops, riding breeches, safety vests, riding helmets, boots and more for women, children, and men.
• Rider Equipment (Ryttarutrustning) Safety vests, airbag vests, back protectors, riding helmets, reflectors, riding spurs, boots, leg and muscle protection, bags, and number bibs for complete rider equipment.
• Boots, Shoes & Chaps (Skor, Stövlar & Chaps) Riding boots, riding shoes, stable shoes, outdoor shoes, chaps, shortchaps, shoe care and accessories, leisure shoes, rubber boots, and warm leisure shoes.
• Horse Blankets (Hästtäcken) Stable blankets, sweat rugs, rain blankets, outdoor blankets, reflective blankets, lunge/girth covers, fly/eczema blankets in various fills from 50g to 400g for different weather conditions.
• Horse Equipment (Hästutrustning) Complete horse equipment including blankets, halters, bridles, bits, girths, saddles, leg protection, boots, pads and sheepskins, stirrups, longing equipment, and reflectors.
• Dog and Cat Products (Hundprodukter) Complete range for dogs and cats including blankets, collars and leashes, beds and feeding areas, food, grooming and coat care, and dog clothing.
• Club Hööks Loyalty Program Free loyalty program offering bonus points (0-6% based on annual spend tiers), member offers, 90-day open purchase, priority access to sales, invitations to club events, and digital receipts.
• Gift Cards (Presentkort) Gift cards valid for 2 years, accepted as payment in stores and online. Can be purchased in any denomination in physical stores; cards are country-specific.
• Hööks Academy Educational platform providing guides and advice on riding, horse care, dog training, stable management, and competition preparation, including saddle guides and shoe care tutorials.
• Custom Embroidery Services Custom embroidery services for club clothing and personalization of products, ordered through stores or customer service, with quantity discounts for club orders.

Quantifiable outcome

• 700 million SEK annual revenue
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Amfori (Business Social Compliance Initiative)coreStrategic or Co-development PartnerHööks is a member of Amfori-BSCI, a European business cooperation with over 2,000 member companies using a common code of conduct. The code is based on UN Declaration of Human Rights, UN Convention on the Rights of the Child, and ILO core conventions. Members commit to implementing these standards in their supply chains.
• PostNordcoreChannel Partner/ Reseller/ DistributorPartnership with PostNord for delivery services to pickup points across Scandinavia. Standard delivery takes 2-4 business days. Free shipping for orders over 499 SEK.
• KlarnacoreTechnology or IntegrationKlarna Checkout integrated as payment solution, allowing customers to choose payment methods including invoice, installment plans, Swish, and card payment.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerPlatform used for targeted advertising and personalized marketing communications to customers.
• RISE (Research Institutes of Sweden)minorStrategic or Co-development PartnerSwedish research institute conducting chemical testing on Hööks products to ensure compliance with safety regulations and verify no hazardous chemicals are present.
• Third-party Cookie PartnersminorGTM or Marketing PartnerExternal partners for traffic measurement and analysis of visitor behavior, enabling customized offers across external websites.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Horze International: Finnish-headquartered online equestrian retailer selling rider apparel, horse tack, blankets, and stable supplies across Europe. Most direct Nordic peer to Hööks, overlapping strongly on assortment, target customer, and e-commerce-led GTM.
• Krämer Pferdesport: Germany's largest equestrian specialty retailer, operating a broad catalog of rider apparel, horse equipment, and stable supplies via physical stores and a strong e-commerce platform. Highly comparable in product breadth and equestrian specialist positioning.
• Country & Stable: UK-based equestrian retailer offering rider clothing, horse rugs, tack, and dog products through its own e-commerce site. Closely comparable assortment and rider/horse/dog tri-category structure to Hööks.
• Schneiders Reitsport: Long-established German equestrian retailer with deep rider apparel, saddle, and tack assortment plus custom fitting services. Comparable as a heritage European equestrian specialist serving serious riders.
• Equi-Theme: French equestrian apparel and equipment retailer with own-brand riding clothing, boots, and horse gear sold across Europe. Comparable as a vertically integrated equestrian brand-retailer targeting the same rider demographic.

Broad incumbents

• Decathlon: Global sporting goods retailer with an equestrian sub-range and own-brand riding equipment at lower price points. Comparable as a broad incumbent encroaching on Hööks' price-sensitive and entry-level rider customers.
• INTERSPORT: World's largest sporting goods retail network with member stores across the Nordics carrying riding, outdoor, and fitness gear. Comparable as a multi-category incumbent competing for share of wallet in the same physical and digital channels.
• SportScheck: Major German sporting goods multichannel retailer offering outdoor, fitness, and equestrian-adjacent apparel. Comparable as a broad sporting goods incumbent with overlapping rider/outdoor customer base.

Regional players

• Musti Group: Leading Nordic pet specialty retailer operating Musti ja Mirri, Arken Zoo, and Pet City banners across the Nordics. Comparable as a regional adjacent competitor for Hööks' dog product line and shared Scandinavian retail footprint.
• Arken Zoo: Nordic pet retail chain owned by Musti Group with stores across Sweden, Norway, Denmark, and Finland. Comparable as a regional pet specialist that competes directly with Hööks' dog products category in the same geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hookssverige

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

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOOKS HASTSPORT