Horze-Equestrian
Horze-Equestrian is a Norway-based private online retailer (founded 2007) selling rider apparel, horse care equipment, and stable supplies across Europe via a Shopify storefront and iOS app, distributing its own Horze and B Vertigo private labels alongside 150+ third-party equestrian brands to individual riders, horse owners, and stable managers.
- Company typePrivate
- Founded2007
- HeadquartersKolbotn, Norway
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Horze-Equestrian does
Horze-Equestrian is a private, Norway-based online retailer founded in 2007, operating from Kolbotn with 251-500 employees. The company runs a pan-European direct-to-consumer e-commerce business built on a Shopify storefront (horze.com, with .eu and country-specific domains) complemented by a dedicated iOS mobile application. It sells a comprehensive assortment of equestrian products — rider apparel (breeches, boots, helmets, jackets, show clothing), horse care equipment (rugs, leg protection, saddle pads, bridles, bits), stable supplies (grooming, fencing, feeders), and a smaller dog accessories line — under its own private-label Horze and B Vertigo brands alongside more than 150 third-party equestrian brands such as Ariat, Horseware, Pikeur, LeMieux, Mountain Horse, Cavalleria Toscana, Samshield, and Tommy Hilfiger Equestrian.
Horze monetizes exclusively through one-time B2C online product sales in euros, with pricing spanning roughly €8.75-€399 across categories and supported by extensive payment-method localization (Klarna, PayPal, Apple Pay, Google Pay, iDEAL, Bancontact, BLIK, Przelewy24, Shop Pay, Twint, MobilePay, EPS) and shipping via GLS, DHL, and DPD. Customer acquisition is driven by a digital-first marketing mix: email/newsletter (10% first-purchase discount), an active social presence (Facebook, Instagram, Pinterest, YouTube, TikTok), and a horze CLUB loyalty program with Bronze, Silver, and Gold tiers offering up to 11% off every order. The customer base is fragmented across women, men, and junior riders plus horse owners/carers and stable/yard managers, with no disclosed enterprise or B2B contracts. No funding rounds, M&A, leadership changes, or regulatory actions were identified in the source data; the company operates as an independent private retailer.
Horze-Equestrian firmographics
Firmographics- Name
- Horze-Equestrian
- Legal name
- Horze
- Website
- https://horze.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Horze-Equestrian is a Norway-based private online retailer (founded 2007) selling rider apparel, horse care equipment, and stable supplies across Europe via a Shopify storefront and iOS app, distributing its own Horze and B Vertigo private labels alongside 150+ third-party equestrian brands to individual riders, horse owners, and stable managers.
- Ownership category
- akta.pro rank
Where Horze-Equestrian is headquartered
LocationHeadquarters
- HQ city
- Kolbotn
- HQ country
- Norway
- HQ region
- Europe
Markets served
Horze-Equestrian 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, Infrastructure
Revenue model
- Equestrian Product Sales (B2C Retail): Horze generates revenue through direct-to-consumer online retail of equestrian equipment and apparel. The company sells a comprehensive range across rider gear, horse care, stable equipment, and dog accessories via its owned e-commerce platform, accepting multiple payment methods (PayPal, Klarna, credit cards, Apple Pay, Google Pay, Bancontact, BLIK, EPS, iDEAL, MobilePay, Przelewy24, Shop Pay, Twint). Revenue is primarily one-time transaction-based at point of sale, with returning customers incentivized through the horze CLUB loyalty program and tiered volume discount coupons (5% from €80, 10% from €150 purchase value).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with seasonal and promotional discounts |
| Unit Pricing | Pay-as-you-go | horze CLUB Bronze membership — entry loyalty tier |
| Unit Pricing | Pay-as-you-go | horze CLUB Silver membership — mid loyalty tier |
| Unit Pricing | Pay-as-you-go | horze CLUB Gold membership — top loyalty tier |
| Unit Pricing | Pay-as-you-go | Loyalty rewards redemption — coupon and free shipping |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Horze-Equestrian product offering
Product offeringCore offering
Horze-Equestrian operates a pure-play online store selling rider apparel, horse care products, and stable equipment to individual equestrian consumers across European markets. The retailer curates more than 150 third-party equestrian brands alongside its own private-label house brand (Horze) and sister brand (B Vertigo), distributing the full assortment through its Shopify-based storefront at horze.com and a companion iOS mobile app. Customers transact directly online with multiple payment options, free delivery from €200, a 30-day return policy, and ongoing discounts through the horze CLUB tiered loyalty program.
Product overview
Horze-Equestrian operates as an online e-commerce platform offering a comprehensive range of equestrian products for riders and horses. The company sells its own private label brand (Horze) alongside an extensive portfolio of over 150 third-party equestrian brands including Ariat, Horseware, Pikeur, Tommy Hilfiger Equestrian, and Cavalleria Toscana. The product portfolio encompasses rider apparel (breeches, riding boots, helmets, jackets), horse care equipment (rugs, saddle pads, bridles, bits, leg protection), stable supplies (grooming tools, fencing, feeders), and complementary categories like dog accessories. Horze also operates a loyalty program (Horze CLUB) with Bronze, Silver, and Gold tiers offering up to 11% discounts, and provides a mobile iOS application for convenient shopping.
Differentiator
Problem solved
Functional benefit
Products and services
- Rider Apparel Complete range of rider clothing and footwear for equestrian sports, including women's, men's, and kid's breeches, riding boots, helmets, body protectors, riding jackets, show apparel, gloves, whips, crops, spurs, and accessories, targeted at competitive and recreational riders.
- Horse Care Products Equipment and consumables for horse health, comfort, and performance including horse rugs (turnout, stable, fly, therapy, cooling), leg and hoof protection, saddle pads, bridles, bits, halters, feed and supplements, and health care products, purchased by horse owners and carers.
- Stable Equipment Stable maintenance and infrastructure supplies including grooming tools, clippers, feeders, waterers, fencing supplies, electric fencing, and arena accessories for stable and yard managers.
- Horze House Brand Horze's own private-label brand offering equestrian riding apparel and horse care products including breeches, riding tights, helmets, horse rugs, fly protection, and stable equipment.
- B Vertigo Brand Premium equestrian brand offering riding apparel, breeches, and horse care products emphasizing quality and style, sold through the Horze platform as a sister brand.
- horze CLUB Loyalty Program Free-to-join multi-tiered customer loyalty program offering points for purchases and engagement (account creation, newsletter sign-up, wishlist creation, social media follows on Facebook, TikTok, Instagram), with Bronze/Silver/Gold tiers delivering 7%, 9%, and 11% discounts on every order, plus €10 coupon and free-shipping redemption via points.
- Horze iOS Mobile App Dedicated iOS mobile application enabling on-the-go shopping for equestrian products, with push notification capability for promotional campaigns and order updates.
- Third-Party Brand Distribution (150+ Brands) Distribution of third-party equestrian brands including Ariat, Horseware, Pikeur, LeMieux, Mountain Horse, Waldhausen, Tommy Hilfiger Equestrian, Cavalleria Toscana, KEP Helmets, Kentucky Horsewear, Samshield, Roeckl, and 150+ other brands across riding apparel, horse equipment, and stable supplies.
Quantifiable outcome
- Loyalty program delivers up to 11% discount for Gold tier members on every order
- +2 more outcomes
Companies that use Horze-Equestrian
Customer profileSegments5 records
Ideal customer profiles5 records
Horze-Equestrian technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Horze-Equestrian partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- LeMieuxcoreLeMieux is a leading equestrian brand featured prominently in Horze's top brand partners section, with dedicated brand page and extensive product listings across the Horze platform. Horze distributes LeMieux's full range of saddle pads, horse care, and accessories to its customer base.
- HorsewarecoreHorseware is one of the flagship brand partners featured on Horze's brand partners banner, with extensive product listings including Horseware's flagship Rambo and Amigo rug lines. Horze serves as a key distribution channel for Horseware products in Europe.
- AriatcoreAriat is featured as a top brand partner on Horze's platform with dedicated brand collection page. The partnership covers Ariat's full range of premium riding boots, western boots, breeches, and lifestyle apparel.
- WaldhausencoreWaldhausen is featured as a top brand partner in Horze's brand partners banner section, representing one of the key German equestrian equipment brands distributed through the Horze platform.
- PikeurcorePikeur is featured as a top brand partner in Horze's brand partners banner, representing a premium German riding apparel brand known for elegant breeches, jackets, and show clothing. Horze distributes Pikeur products across its European e-commerce platform.
- Kentucky HorsewearminorKentucky Horsewear is a brand partner featured in Horze's brand partners section. The brand specializes in premium leather helmets, body protectors, and show apparel, with dedicated product listings on the Horze platform.
- B VertigocoreB Vertigo is featured as a partner brand in Horze's promotional banners and has a dedicated co-branded sale collection (Horze & B Vertigo Sale). Horze owns the B Vertigo brand (noted as a sister/own brand relationship) and distributes it alongside the Horze brand.
- SamshieldminorSamshield is featured as a brand partner on Horze's platform, offering premium safety helmets and helmets for equestrian use. Distributed through Horze's rider safety equipment category.
- RoecklminorRoeckl is a featured brand partner on Horze's platform, offering premium equestrian gloves and accessories. Distributed through Horze's riding gloves and accessories categories.
- Mountain HorsecoreMountain Horse is featured as a top brand partner on Horze's brand partners banner, offering premium riding boots and outdoor riding footwear. Key brand in Horze's footwear category.
- Tommy Hilfiger EquestrianminorTommy Hilfiger Equestrian brand is featured within Horze's riding apparel section, representing the licensed equestrian line of the lifestyle brand. Distributed through Horze's women's and men's riding clothing categories.
- EskadronminorEskadron is featured as a brand partner on Horze's platform, specializing in equestrian fashion and accessories. Distributed through Horze's accessories and horse care categories.
- KavalkademinorKavalkade is featured as a top brand partner in Horze's brand partners banner, offering equestrian blankets, accessories, and stable equipment. Distributed through Horze's rug and stable categories.
- SprengerminorSprenger is featured as a brand partner on Horze's platform. Known for high-quality horse bits and metal equestrian equipment, Sprenger products are distributed through Horze's horse bits and accessories categories.
- Suedwind FootwearminorSuedwind Footwear is featured as a top brand partner in Horze's brand partners banner. Specializes in riding footwear and boots. Distributed through Horze's riding boots category.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Horze-Equestrian competitors and assessment
Company assessmentDirect peers
- Schneider Saddlery (SStack): Long-established US equestrian catalog and online retailer carrying apparel, saddlery, and horse care from a wide brand portfolio. Comparable in multi-brand breadth and English-discipline focus, serving the same core customer profile as Horze.
- Dover Saddlery: US-based specialty equestrian retailer with retail stores plus a large e-commerce catalog of apparel, tack, and horse care products across hundreds of brands. Comparable in multi-brand marketplace model and target customer (women riders, English disciplines), though anchored to the US market.
- SmartPak Equine: US D2C equestrian retailer (owned by W.F. Young) famous for its SmartSupplements and equine health subscriptions alongside rider apparel and stable products. Comparable in digital-first D2C model and loyalty-driven retention strategy.
- Riding Warehouse: US-based pure-play online equestrian retailer competing on breadth across apparel, horse care, and stable supplies with a strong own-brand program. Comparable to Horze in digital-only model, broad SKU coverage, and own-brand/private-label strategy.
- Reitsport.de / Loesdau: Major German equestrian retailer combining physical stores, e-commerce, and its own equestrian catalog across apparel, horse gear, and stable supplies. Direct peer in DACH market with the same broad multi-category assortment and own-brand strategy as Horze.
- Krämer Pferdesport: Largest German equestrian multi-brand retailer operating a hybrid online/storefront catalog (rider apparel, horse equipment, stable supplies). Direct peer to Horze in vertical scope, multi-brand distribution model, and EU-centric customer base — often cited as Horze's strongest European competitor.
Broad incumbents
- Intersport: Global sporting goods retail cooperative with strong European footprint (especially DACH/Nordics where Horze is concentrated). Horseback riding is one of many sport verticals; overlaps with Horze in apparel and accessories but lacks equestrian specialization.
- Decathlon: Global sporting goods mass-market retailer with growing equestrian assortment in-store and online. Not a specialty equestrian player, but its scale, low-price positioning, and omnichannel presence create competitive pressure on Horze's entry-level and mid-tier assortment.
Emerging players
- Equine Mega Store (Equus / Equishop): Smaller US/UK online specialist in equestrian supplies; partial overlap with Horze in multi-brand e-commerce, riding apparel, and stable equipment but with a smaller catalog and more limited brand portfolio.
Others
- Zalando: European fashion marketplace increasingly including equestrian and outdoor/rider apparel in lifestyle categories. Not a direct equestrian specialist but competes for general apparel wallet share and could disintermediate entry-level rider apparel through scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Horze-Equestrian social profiles
Digital presenceHorze-Equestrian financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horze-Equestrian leadership team
Management profileNumber of profiles
Profiles1 record
Horze-Equestrian funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horze-Equestrian 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-Equestrian
What does Horze-Equestrian do?
Horze-Equestrian operates a pure-play online store selling rider apparel, horse care products, and stable equipment to individual equestrian consumers across European markets. The retailer curates more than 150 third-party equestrian brands alongside its own private-label house brand (Horze) and sister brand (B Vertigo), distributing the full assortment through its Shopify-based storefront at horze.com and a companion iOS mobile app. Customers transact directly online with multiple payment options, free delivery from €200, a 30-day return policy, and ongoing discounts through the horze CLUB tiered loyalty program.
Is Horze-Equestrian a public or private company?
Horze-Equestrian is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horze-Equestrian founded?
Horze-Equestrian was founded in 2007. It employs 251 to 500 people.
Where is Horze-Equestrian based?
Horze-Equestrian is headquartered in Kolbotn, Norway, in the Europe region.
How does Horze-Equestrian make money?
One revenue line is on record: equestrian Product Sales (B2C Retail).
Who are Horze-Equestrian's main competitors?
Direct peers on record are Schneider Saddlery (SStack), Dover Saddlery, SmartPak Equine, Riding Warehouse, Reitsport.de / Loesdau and Krämer Pferdesport. Broad incumbents are Intersport and Decathlon. Equine Mega Store (Equus / Equishop) is listed as an emerging player. Zalando is listed as an others.
Does Horze-Equestrian have an API?
No public API is recorded for Horze-Equestrian.