Marstall
Marstall GmbH is a family-owned German manufacturer of specialty horse feed, producing 65+ SKUs across therapeutic, sport, breeding, and roughage lines via its proprietary hydrothermal grain-processing method and distributing them through D2C and a 25+ country European dealer network.
- Company typePrivate
- Founded1974
- HeadquartersOberstaufen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Marstall does
Marstall GmbH, headquartered in Oberstaufen, Germany and founded in 1974, manufactures and distributes a specialty horse-feed portfolio of approximately 65+ SKUs across seven product lines: Universal/Universal Plus (base and supplementary feed), Raufutter (roughage/structure including hay products), Zucht (breeding stock and foals), Vet/Vet Pro (therapeutic nutrition for digestive, joint, respiratory, metabolic, and skin conditions), Sport (high-performance nutrition for sport and western disciplines), Zubehör (stable accessories and apparel), and Service. The company also produces dedicated feed for camelids (alpacas and llamas). Manufacturing is anchored on the Weissachmühle facility, with additional production at Bersenbrück (since 1984) and a Dutch production partnership with Family Hilkens in Swalmen. Its technical foundation is a proprietary hydrothermal grain-processing method developed over 50 years ago by founder Moritz Spring, combined with formulations grounded in the GfE, NRC, and INRA nutritional standards. Differentiated offerings include Vito (the first muesli for metabolism-sensitive horses, 2006), Amino Sport-Müsli (winner of the first Equitana Innovation Award in 2015), and a grain-free product family.
Marstall monetizes through a hybrid B2C/B2B2C model. Product revenue comes from direct e-commerce via marstall.de (with free shipping threshold of €75 in Germany, subscriptions, wishlists, and account profiles) and an extensive third-party dealer network spanning 25+ European countries (Germany, Austria, Netherlands, France, England, Belgium, Denmark, Finland, Italy, Norway, Poland, Spain, and more). Distribution is supported by regional field-sales account managers covering German and Austrian postal-code territories, a factory outlet at the Oberstaufen headquarters, and trade-fair/exhibition presence at major equestrian events. In 2025 the company launched two monetized advisory services: an individual ration calculation (Rationsberechnung) at €39.90 and laboratory forage analysis (Raufutter-Analyse) in Basis (€59.90) and Premium (€89.90) tiers, extending the revenue base from commodity product sales into diagnostics and personalized nutrition consulting.
The company has been in family ownership for eight generations, with the Weissachmühle family controlling operations and Linda Fink serving as managing director (Geschäftsführerin) since 2019. Marstall is privately held and bootstrapped, with no external funding rounds or institutional investors identified. The customer base consists of individual horse owners (leisure, sport, breeding, senior) and small-to-mid-market dealers across Europe, served through horizontal segmentation rather than a few large enterprise accounts. The customer mix, integrated manufacturing, and brand-led marketing (extensive knowledge hub, newsletter "Digitale Stallpost," Instagram/Facebook/YouTube presence, Google Ads, and a "Stallfamilie" community positioning) support a stable, durable niche position with measured, internally-financed expansion.
Marstall firmographics
Firmographics- Name
- Marstall
- Legal name
- marstall GmbH
- Website
- https://marstall.de
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marstall GmbH is a family-owned German manufacturer of specialty horse feed, producing 65+ SKUs across therapeutic, sport, breeding, and roughage lines via its proprietary hydrothermal grain-processing method and distributing them through D2C and a 25+ country European dealer network.
- Ownership category
- akta.pro rank
Marstall industry classification
Industry- Product category
- Animal Feed (Equine Nutrition)
- NAICS
- Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119), Animal Food Manufacturing (31111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)
- akta.pro secondary industries
- Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Forage Products (Hay Cubes, Chaff, Alfalfa Pellets) (AFADAEAC)
Keywords
Where Marstall is headquartered
LocationHeadquarters
- HQ city
- Oberstaufen
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
Marstall business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Horse Feed Products: Sale of horse feed products across multiple product lines (Universal, Universal Plus, Vet, Vet Pro, Sport, Breeding, Roughage) plus accessories (Zubehör) such as caps, vests, feeding bowls, and supplements
- Feed Consulting Services: Paid consulting services including feed advice (Futterberatung), individual ration calculation (Rationsberechnung), and forage analysis (Raufutter-Analyse)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with volume-based package options |
| One time/ perpetual license | Pay-as-you-go | Feed Consulting Service |
| One time/ perpetual license | Pay-as-you-go | Ration Calculation Service |
| One time/ perpetual license | Pay-as-you-go | Forage Analysis Services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Marstall product offering
Product offeringCore offering
Marstall manufactures and sells horse feed products (muesli, mash, roughage, mineral, vitamin and supplement feeds) across product lines covering leisure, breeding, sport and therapeutic/veterinary needs, plus stable accessories and alpaca/llama feed. The company also sells paid expert services including feed consulting (Futterberatung), individual ration calculation (Rationsberechnung) and laboratory forage analysis (Raufutter-Analyse) to horse owners across more than 25 European countries via direct e-commerce and a dealer network.
Product overview
Marstall is a German horse feed company offering a comprehensive portfolio of approximately 65+ products organized into seven product lines: Universal & Universal Plus (basic and supplementary feed for leisure, breeding and sport horses), Raufutter (roughage/structure feed including hay products), Zucht (breeding feed for stallions, mares, foals), Vet & Vet Pro (therapeutic feed for specific health needs), Sport (high-performance feed for sport horses), Zubehör (accessories including clothing and feeding equipment), and Service (consulting and analysis services). The company also produces feed for camelids (alpacas/llamas). Services include feed consultation, individual ration calculation based on official GfE values, and forage analysis (hay/silage testing) in two tiers. The product range emphasizes grain-free options, hydrothermally treated grain flakes, and specialized formulas for horses with metabolic sensitivities, with Vito being the first metabolism-sensitive horse muesli on the market (2006). Production takes place at Weissachmühle facilities with eight generations of family ownership.
Differentiator
Problem solved
Functional benefit
Products and services
- Universal & Universal Plus horse feed line Balanced, oat-free or low-protein muesli and structure feeds for everyday feeding of leisure and lightly worked horses; includes structure feeds, building mueslis, and low-energy options for easy keepers and seniors.
- Raufutter (Roughage) line Hay-based roughage products (chips, cobs, loose fibers) from Allgäu meadows, serving as hay replacement or supplement for allergy-sensitive and senior horses.
- Zucht (Breeding) line Specialized feeds for breeding stallions, pregnant and lactating mares, foals and young horses, covering growth, reproduction and emergency newborn care.
- Vet & Vet Pro therapeutic line Targeted grain-free and additive-controlled feeds for horses with gastric ulcers, sensitive digestion, respiratory issues, hoof/joint/tendon problems, skin conditions, and metabolic disorders (including PSSM and EMS).
- New Sport line (Sport-Amino, Sport-Energy, Western) High-performance muesli line for sport and Western-discipline horses, supporting muscle building, peak performance and rapid regeneration.
- Alpaka (camelid feed) Complete supplementary feed formulated for camelids (alpacas and llamas), addressing wool production, growth, reproductive health and mineral supplementation needs.
- MineralOrganic+ Grain-free mineral feed with organic trace elements and fully utilizable amino acids for horses requiring grain-free mineral supplementation.
- Vito metabolism muesli Grain-free muesli for horses with metabolic problems (EMS, Cushing's, PSSM-prone), marketed to both leisure and sport segments.
- Futterberatung (Feed Consulting) Personalized feed consultation service for horse owners, delivered by appointment via telephone, providing tailored nutritional advice for individual horses.
- Rationsberechnung (Individual Ration Calculation) Individual ration calculation service that analyzes current feeding, computes exact nutrient requirements for the horse (weight, age, usage, housing, roughage quality) using GfE, NRC and INRA standards, and delivers written optimization recommendations by email.
- Raufutter-Analyse (Forage Analysis) Laboratory-based analysis of hay and silage samples providing precise nutrient data for optimal feeding planning, available in two tiers: Basis (€59.90) and Premium with minerals and trace elements (€89.90).
- Zubehör (Stable Accessories) line Branded stable and lifestyle accessories including caps, vests, polo shirts, feeding troughs, feed cups, feeding charts and oil-canister filling taps, sold to complement the core feed range.
Quantifiable outcome
- First Equitana Innovation Award in 2015 for Amino Sport-Müsli
- +1 more outcomes
Companies that use Marstall
Customer profileSegments6 records
Ideal customer profiles2 records
Marstall technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
Marstall partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Family HilkenscoreFamily Hilkens in Swalmen, Netherlands serves as the reliable local production partner for the Dutch market. They continue to produce and supply marstall products locally, maintaining product quality and availability for the Netherlands region.
Scale indicators4 records
Recent moves7 records
Expansion highlights8 records
Marstall competitors and assessment
Company assessmentDirect peers
- Höveler Pferdefutter: Long-established German horse feed brand specializing in muesli, pellets and specialty diets, distributed through German and European dealers in a very similar go-to-market model to Marstall.
- Pavo (ForFarmers): Dutch horse feed brand owned by ForFarmers with broad sport, leisure and breeding ranges; comparable product mix and a strong Benelux presence overlapping with Marstall's Dutch partner Family Hilkens.
- Josera (erbaVita group): German pet and equine feed manufacturer with a deep DACH dealer footprint; overlaps with Marstall across muesli, mineral feed and sport-horse nutrition, and competes for the same independent equestrian retail channel.
- Eggersmann / DERBY: Family-run German feed mill producing the DERBY and Eggersmann horse feed ranges plus pet/livestock feeds; similar multi-line portfolio, in-house production and dealer-led distribution to Marstall.
- St. Hippolyt (Mühlenhof): Premium German horse feed manufacturer focused on holistic, raw-food-inspired equine nutrition; competes directly with Marstall in the high-end sport, breeding and therapeutic feed categories across DACH and Europe.
- Hartog Lucerne: Dutch roughage and fiber-feed specialist selling hay cobs, alfalfa and fiber products; directly comparable to Marstall's Raufutter (Wiesen-Cobs, Wiesen-Chips, Basis) line.
- Cavalor (Nutreco): Belgian premium horse nutrition brand (now owned by Nutreco) selling sport, breeding and care products globally; competes with Marstall's Sport and Vet lines, especially in Benelux and Western Europe.
Broad incumbents
- Purina (Nestlé) - Equine & Livestock: Global mass-market animal nutrition giant with equine lines; competes on shelf space and dealer mindshare but does not specialize in the German therapeutic/sport niche where Marstall is positioned.
Regional players
- Dodson & Horrell: UK heritage equine nutrition brand with sport, leisure and specialist feeds; overlaps with Marstall's product taxonomy and serves a UK/English-speaking market where Marstall's footprint is still developing.
Emerging players
- Masterfoods / Connolly's RED MILLS (independent): Irish family-owned horse feed manufacturer exporting premium sport and stud feeds across Europe; similar family-business DNA and premium positioning to Marstall, increasingly contesting the Western European sport-horse segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Marstall social profiles
Digital presenceMarstall financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marstall leadership team
Management profileNumber of profiles
Profiles1 record
Marstall funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marstall 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 Marstall
What does Marstall do?
Marstall manufactures and sells horse feed products (muesli, mash, roughage, mineral, vitamin and supplement feeds) across product lines covering leisure, breeding, sport and therapeutic/veterinary needs, plus stable accessories and alpaca/llama feed. The company also sells paid expert services including feed consulting (Futterberatung), individual ration calculation (Rationsberechnung) and laboratory forage analysis (Raufutter-Analyse) to horse owners across more than 25 European countries via direct e-commerce and a dealer network.
Is Marstall a public or private company?
Marstall is a private company. It is classified as family owned and is currently operating.
When was Marstall founded?
Marstall was founded in 1974. It employs 11 to 50 people.
Where is Marstall based?
Marstall is headquartered in Oberstaufen, Germany, in the Europe region.
How does Marstall make money?
Two revenue lines are on record. Horse Feed Products are the primary driver. The others are feed Consulting Services.
Who are Marstall's main competitors?
Direct peers on record are Höveler Pferdefutter, Pavo (ForFarmers), Josera (erbaVita group), Eggersmann / DERBY, St. Hippolyt (Mühlenhof), Hartog Lucerne and Cavalor (Nutreco). Purina (Nestlé) - Equine & Livestock is listed as a broad incumbent. Dodson & Horrell is listed as a regional player. Masterfoods / Connolly's RED MILLS (independent) is listed as an emerging player.
Does Marstall have an API?
No public API is recorded for Marstall.
What industry is Marstall in?
Marstall's product category is Animal Feed (Equine Nutrition). Its primary akta.pro industry code is AFADAEAA, Complete Equine Feeds (Pelleted/Extruded/Textured), with a secondary code of AFADAEAD, Equine Performance & Conditioning Feeds (High-Energy/Sport Horse). Its NAICS code is 3111 and its SIC code is 2000.