Equibrand Products Group

What Equibrand Products Group does

Equibrand Products Group, operating as Equibrand Inc and headquartered in Granbury, Texas, is a privately-held multi-brand equestrian products company founded in 1996. The company operates as a unified distribution platform for five wholly-owned sub-brands: Classic Equine (premium western tack and bits), Martin Saddlery (western saddles and leather goods), Rattler Rope and Classic Rope (roping and ranch ropes), and Cashel Company (trail saddles, fly protection, and barn accessories). Its product portfolio spans saddles, bridles, reins, breastcollars, saddle pads, bits, spurs, halters, fly masks, saddle bags, barn/trailer accessories, and rider gear, targeting serious western competitors, ranch workers, and rodeo participants across the continental United States.

The company's technical foundation centers on proprietary product engineering rather than software platforms. Notable technical components include the AXIS True Fit saddle tree (fiberglass seat with kiln-dried South Dakota white pine for even weight distribution) and Cashel Cushion closed-cell foam originally developed for aerospace applications. On the distribution side, Equibrand maintains a proprietary dealer portal (MyEquibrand.com) integrated with the NuORDER B2B ordering platform, supports phone and fax ordering, and operates direct-to-consumer e-commerce at equibrand.com. The company maintains recurring bi-annual presence at WESA Market trade shows in Dallas.

Equibrand generates revenue primarily through one-time product sales via wholesale distribution to dealers (Net 30 terms or credit card) and direct e-commerce to consumers. Pricing spans under $10 for small accessories to $1,299-$3,199 for saddles. Standard shipping is via FedEx and UPS under F.O.B. shipping point terms, with continental US geographic scope. Customer segments are persona-based (competitive riders, ranch workers, youth riders) and channel-based (tack shops, equestrian retailers, individual consumers), with no enterprise or named-anchor customer concentration evident in the data.

Name

Equibrand Products Group

Legal name

Equibrand Inc

Website

https://equibrand.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Equibrand Products Group is a privately-held, multi-brand equestrian products company operating five brands (Classic Equine, Martin Saddlery, Rattler Rope, Classic Rope, Cashel Company) that designs, manufactures, and distributes western saddles, tack, ropes, and horse accessories through a dealer network, trade shows, and direct e-commerce to US riders, ranchers, and rodeo competitors.

Ownership category

akta.pro rank

Headquarters

HQ city

Granbury

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Equibrand generates revenue through the sale of equestrian equipment and supplies across multiple brands including Classic Equine, Martin Saddlery, Rattler Rope, Classic Rope, and Cashel Company. Products include saddles, tack, horse accessories, rider gear, and barn equipment sold primarily as one-time purchases to dealers and consumers.
2. Dealer/Wholesale Distribution: Wholesale distribution to dealers with standard terms of Net 30 Days or Credit Card. Dealers access pricing and place orders through the NuOrder.com portal or via phone/fax.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Equibrand Products Group manufactures and distributes western equestrian equipment across five owned brands — Classic Equine, Martin Saddlery, Rattler Rope, Classic Rope, and Cashel Company — producing saddles, bridles, reins, breastcollars, bits, spurs, saddle pads, ropes, fly masks, saddle bags, barn/trailer accessories, and rider gear. Products are sold through authorized dealers via the NuOrder online portal as well as directly to consumers through the equibrand.com storefront.

Product overview

Equibrand Products Group is a multi-brand equestrian products company operating as a unified distribution platform for five distinct sub-brands: Classic Equine (premium western tack and bits), Martin Saddlery (western saddles and leather goods), Rattler Rope and Classic Rope (roping and ranch ropes), and Cashel Company (trail saddles, fly protection, and barn accessories). The company operates a dealer-centric e-commerce model, selling exclusively through authorized dealers who can order via phone, the NuOrder online portal, or fax. The product portfolio spans saddles, bridles, reins, breastcollars, saddle pads, bits, spurs, halters, fly masks, saddle bags, barn/trailer accessories, rider gear, and travel accessories, targeting serious western competition and ranch riders.

Differentiator

Problem solved

Functional benefit

Brands

• Classic Equine: Horse riding equipment and tack brand
• Martin Saddlery
• Rattler Rope
• Classic Rope
• Cashel Company

Products and services

• Classic Equine

Quantifiable outcome

• Return policy lasts 30 days with case-by-case defective item replacement

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• NuOrdercoreTechnology or IntegrationNuOrder provides the online ordering platform for Equibrand dealers to browse products, place orders, reorder, and review order history. The platform is accessible via web and mobile app.
• FedExminorOthersFedEx is one of the standard carriers used for shipping products to customers and dealers.
• UPSminorOthersUPS is one of the standard carriers used for shipping products to customers and dealers.
• eCashflowminorOtherseCashflow handles collection of checks returned for Non Sufficient Funds (NSFs) for Equibrand.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tucker Trail Saddles: Specialist in trail and endurance saddles sold through western tack dealers. Overlaps directly with Cashel Company's trail saddle positioning and target rider.
• Weaver Leather: Long-standing U.S. manufacturer of leather tack, harnesses, and equestrian equipment sold through dealer and wholesale channels. Directly comparable to Equibrand's Martin Saddlery and Classic Equine product lines in channel, customer, and category.
• Circle Y Saddles: U.S. western saddle manufacturer producing roping, ranch, and trail saddles distributed through dealers. Competes head-to-head with Martin Saddlery and Cashel saddle lines for western performance riders.
• Professional's Choice: Manufacturer of equine sports medicine and protective equipment (boots, leg wraps, saddle pads) sold via dealers and sporting goods retailers. Comparable to Equibrand's Cashel fly protection and pad product lines.
• Walsh Harness: Boutique U.S. maker of custom leather harnesses, tack, and equestrian accessories sold through dealers and direct. Comparable to Martin Saddlery and Classic Equine on craftsmanship positioning and dealer-led distribution.
• Cactus Saddlery: Manufacturer of western performance saddles targeted at rodeo and ranch riders. Competes in the same dealer channel and customer segment as Martin Saddlery and Cashel western saddle lines.
• 5 Star Equine Products: Manufacturer of premium saddle pads and felt/wool equine products sold through western tack dealers. Directly comparable to Cashel Company's saddle pad portfolio and serves overlapping western/rodeo customers.
• Reinsman: Manufacturer of bits, spurs, headstalls, and western tack sold through dealers. Directly comparable to Classic Equine's core bit and spur product lines in product, channel, and customer.

Broad incumbents

• Ariat International: Large, established equestrian and western footwear/apparel brand with broad product range. Operates in the same western/equestrian consumer market as Equibrand but is a broader incumbent with apparel-led positioning rather than equipment specialization.
• Justin Brands: Berkshire Hathaway-owned western boot and leather goods brand with broad retail and dealer distribution. Adjacent incumbent in the western lifestyle/equestrian category, overlapping with Equibrand's dealer and consumer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

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 Equibrand Products Group