Finntack

What Finntack does

Finntack is a privately held European equestrian equipment e-commerce retailer founded in 1982, headquartered in Oslo, Norway, with manufacturing operations in Finland. The company sells horse care products, riding apparel, stable equipment, farrier supplies, and harness racing gear across 16+ localized country storefronts spanning the Nordics, DACH, Benelux, the UK and Ireland, France, Italy, Spain, Poland, and Switzerland. Its catalog combines a multi-tier own-brand portfolio (Finntack, Finntack Pro, Finntack Elite, and the Equestrian Essentials sub-brand) with distribution of third-party equestrian brands such as Horseware, Kingsland, Back on Track, Waldhausen, and Mountain Horse, and includes in-house manufactured sulkies and carts sold under a 'MADE IN FINLAND' label.

The underlying technology is a multi-country e-commerce platform supporting localized currencies, languages, shipping thresholds (e.g., free shipping over €199 in the EU, CHF 150 in Switzerland), and parallel B2C and B2B storefronts (B2B portals live in Sweden, Norway, Finland, France, and the EU). Pricing architecture spans four tiers — SuperDeal/LowPrice entry items from €8.90, BestValue mid-range products, premium Elite line items, and high-value Professional sulkies/carts up to €7,990 — supported by promotional campaigns such as the Summer BOOST 15%-off code. Delivery is positioned at 4–6 days across EU markets.

The business operates a dual-track go-to-market model: direct-to-consumer e-commerce as the primary channel, supplemented by a network of physical dealers and dedicated B2B portals serving professional equestrian resellers. Revenue is generated through one-time unit sales across the product range, with no disclosed subscription, licensing, or recurring contract mechanics. Customer segments include individual horse owners and riders, harness racing professionals (drivers, trainers, racing stables), and B2B dealers procuring for resale. The stated employee count is 1–10, indicating a lean, automation-heavy operating structure relative to its geographic and SKU breadth.

Name

Finntack

Legal name

Finntack

Website

https://finntack.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Finntack is a privately held European equestrian e-commerce retailer, founded in 1982, selling own-brand and third-party horse care, riding, stable, and harness racing equipment across 16+ country storefronts plus dedicated B2B portals.

Ownership category

akta.pro rank

Headquarters

HQ city

Hollola

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Finntack generates revenue through direct-to-consumer and direct-to-business online sales of equestrian equipment, horse care products, sulkies, racing gear, and stable accessories. Products are sold at various price points from budget items (€8.90) to premium sulky carts (€7,990). The company offers both own-brand products (Finntack Pro, Finntack Elite) and distributes third-party equestrian brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Finntack is an online retailer selling equestrian equipment, horse care products, harness racing gear, riding apparel, and stable supplies across 16+ European countries through B2C and B2B portals. Its own-brand portfolio includes Finntack, Finntack Pro, Finntack Elite, and Equestrian Essentials, alongside distributed third-party brands such as Horseware, Kingsland, Back on Track, Waldhausen, and Mountain Horse. The company also manufactures racing sulkies, training carts, and pony carts in Finland under its Finntack brand.

Product overview

Finntack is a B2C and B2B e-commerce platform specializing in equestrian equipment and horse care products. The offering comprises a diversified portfolio spanning multiple product categories organized into four main segments: HORSE (fly protection, rugs, therapeutic boots, leg protection, halters, feed supplements, dog care), RACING (harness racing equipment including sulkies, training carts, harnesses, trotting helmets, driving gloves, bits), RIDING (riding tights, breeches, helmets, footwear, bridles, stirrups, gloves, stable clothing), and STABLE (electric fencing, grooming tools, feeding equipment, stands/racks). The company operates its own Finntack brand alongside sub-brands like Equestrian Essentials, while also distributing third-party equestrian brands including Horseware, Kingsland, Back on Track, Waldhausen, Mountain Horse, and others. Products are sold across multiple European markets (EU, UK, Nordic countries, DACH region, BeNeLux, France, Italy, Spain, Poland) through both B2C consumer and B2B dealer channels.

Differentiator

Problem solved

Functional benefit

Brands

• Equestrian Essentials: Own brand product line featuring horse care and riding equipment
• Pro

Products and services

• Finntack Racing Sulkies (Made in Finland) Premium racing sulkies for harness racing and Quarter Horse racing, manufactured in Finland. Includes models such as the R6 QH Sulky with steel shafts, Comet Sulky QH, Crosset Sulky, R3 Pony Sulky, R1/R2 QH Pony Sulky, and the flagship Yankee Sulky with carbon wheels (€7,990). Designed for professional harness racing drivers.
• Finntack Training Carts (Made in Finland) Training carts and rockcarts manufactured in Finland for harness racing and Quarter Horse training. Includes T6 QH Training Cart, T3 QH Rockcart, T4 QH Speedcart, T7 QH Resistance Cart, Yankee Trainer Aluminium Training Cart, Rapid Wood Speedcart, and T1 QH Pony Cart. Priced from approximately €1,599 to €4,399.
• Finntack Horse Rugs and Fly Protection Horse rugs and fly protection products including the Pro Fly Sheet, Pro Avalanche Rain Rug (0g fill, waterproof), Pro Cuddle Fleece Blanket, High Neck Mesh Cooler Rug, and Zebra Flyrug with Belly Flap. For horse owners needing weather, insect, and cooling protection.
• Finntack Leg Protection and Therapeutic Boots Leg protection products for horses including the Finntack Pro Cooling Wrap (therapeutic), Probell Bell Boots for hoof protection, and a range of therapy boots. For horse owners and trainers caring for horse legs during work, turnout, and recovery.
• Finntack Racing Helmets and Driver Equipment Driver equipment for harness racing including the Elite Carbon Fiber Helmet (PDA award winner, €199), Pro Trotting Helmet Matt Edition, Pro Jockey Helmet, Pro Race Goggles (PDA award winner), and Elite Summer Driving Shoes. For professional harness racing drivers.
• Finntack Harness Racing Equipment Harness racing equipment including the Pro Harness Bag, Pro Synthetic 100% Beta Breast Collar, plus harnesses, bits, harness parts, and breast collars. For harness racing drivers and trainers.
• Finntack Riding Apparel Riding apparel including Finntack Riding Tights (full-seat with silicone grip), Sydney II Women's High-Waist Work Trousers, breeches, riding helmets, footwear, bridles, stirrups, gloves, and casual stable clothing. For equestrian riders.
• Finntack Stable Equipment Stable equipment including electric fencing, grooming tools, feeding equipment, stands, racks, and feed supplements. For horse owners managing stables and facilities.
• Equestrian Essentials Sub-Brand Own-brand value line offering horse care products including fly rugs, fly masks, cooling wraps, turnout rugs, bridles, riding helmets, and breeches at competitive price points. Targeted at value-oriented equestrian consumers.
• Finntack Brand Portfolio (Pro and Elite Lines) Primary Finntack own-brand portfolio including the Finntack Pro line (helmets, boots, harnesses, race goggles) and Finntack Elite line (Carbon Fiber Helmet, Summer Driving Shoes). Covers horse care, racing, riding apparel, and stable equipment with quality-tiered pricing.
• Finntack Sulky Seats and Cart Accessories Accessories for sulkies and carts including the American-style sulky seat (€89–€159) and other cart parts. For harness racing drivers customizing their equipment.

Quantifiable outcome

• Delivery within 4-6 days across EU markets
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Equestrian EssentialsminorOthersEquestrian Essentials is a brand whose products are sold through Finntack's platform. Products include fly masks, cooling wraps, turnout rugs, bridles, riding helmets, and breeches at competitive price points.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mountain Horse: Mountain Horse is a Swedish-origin equestrian apparel and footwear brand distributed across Europe. Comparable to Finntack Pro/Elite in the riding-apparel category and competes with Finntack both as a supplier and as a brand on retailer shelves.
• Sprenger: Sprenger is a German manufacturer of bits, spurs, stirrups, and equestrian hardware. Overlaps with Finntack's bits, spurs, stirrups and harness components, serving the same European riding and harness-racing customer base.
• Horseware Ireland: Horseware Ireland is a leading manufacturer of horse rugs and turnout blankets distributed through European equestrian retailers. They are also distributed by Finntack, but compete with Finntack's own-brand rug and fly-protection line on premium positioning and online direct channels.
• Horze: Horze is a large online equestrian retailer in Europe selling its own brands (Horze, B Vertigo, Covalliero) alongside third-party brands across riding apparel, horse care, stable, and tack. Closest direct comparable to Finntack by channel (multi-country e-commerce + own-brand + multi-brand).
• Premier Equine: Premier Equine is a UK-based manufacturer and online retailer of rugs, tack, and rider apparel, focusing on own-brand premium products. Comparable to Finntack in the UK/IE markets as an own-brand-led multi-category equestrian retailer with similar product breadth.
• Kerbl (Albert Kerbl): Kerbl is a German supplier of equestrian, livestock, and pet products — including stable equipment, fencing, farrier, and grooming. Direct overlap with Finntack's 'Stable' and 'Farrier' categories plus its multi-channel B2B distribution model across Europe.
• Ekkia (Equi-Thème / Jump'in): Ekkia distributes multiple equestrian brands (Equi-Thème, Jump'in, KERRY-7, Lamicell) across Europe via B2B and is a peer of Finntack on the multi-brand distribution side of the business, even though primarily B2B rather than B2C.
• Waldhausen: Waldhausen is a German equestrian equipment manufacturer and brand retailer covering horse rugs, saddlery, riding apparel, and stable supplies. Comparable to Finntack on branded-assortment breadth across the same four-bucket equestrian catalog (horse/racing/riding/stable).

Emerging players

• Back on Track: Back on Track produces therapeutic and joint-protection products for horses and riders — direct overlap with Finntack's therapeutic boots and cooling wraps. Comparable as both a Finntack supplier and a competing branded line in the same equestrian wellness category.

Regional players

• Kramer Equi (Kramer-Unterreithmayr): Kramer is a German-Austrian equestrian and Western riding retailer with multi-store and online presence. Comparable to Finntack on category breadth and DACH market overlap, though with stronger Western-riding assortment and lower Nordic specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCq3D4HJmm6m1uXQik-1YqrA
• Facebookfacebook.com/Finntack
• Instagraminstagram.com/finntack
• Xx.com/finntack
• LinkedInlinkedin.com/company/oy-finn-tack-ltd.

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 Finntack