What Naylors does

Naylors (DBA: Naylors Equestrian) is a UK-based, direct-to-consumer omnichannel retailer of equestrian and country lifestyle products, founded in 1965 and operating as a subsidiary of JD Sports Fashion plc. The company's offering is anchored in a multi-brand assortment of rider apparel, footwear, country attire, horse tack and saddlery, rugs, boots, stable and yard equipment, safety gear, pet supplies, and home and gifts, with brand partners including Ariat, Barbour, Holland Cooper, LeMieux, WeatherBeeta, Equilibrium, Shires, and Royal Scot. The customer base consists of individual equestrian enthusiasts, country lifestyle consumers, horse owners and carers, and pet owners, all served through a horizontal segmentation approach.

The technology foundation is a Shopify-based e-commerce platform integrated with 39 physical UK retail locations spanning standalone Naylors stores and Naylors sections within GO Outdoors locations. The platform supports Click & Collect, free delivery over £75, standard and next-day delivery, and a layered payment stack including credit/debit cards, PayPal, Klarna (Pay in 3 / Pay in 30 days), Apple Pay, Google Pay, and Shop Pay. Select stores deliver experiential services such as boot fitting, riding hat fitting, and a horse riding simulator at the Nantwich location for rehabilitation and training, and the company maintains an active blog and email newsletter for top- and mid-funnel engagement.

Naylors earns revenue through one-time retail product sales across its store network and e-commerce site, supplemented by a clearance channel for discounted inventory across categories. Revenue is not publicly disclosed and the legal entity type is not specified in the available source material. The strategic anchor is a niche-vertical specialist with multi-decade brand equity, a national physical footprint, and a parent group (JD Sports Fashion plc) that provides capital and operational scale but does not segmentally disclose Naylors financials.

Name

Naylors

Legal name

Naylors

Website

https://naylors.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Naylors Equestrian is a UK-based, direct-to-consumer omnichannel retailer of equestrian apparel, country attire, horse tack, and pet supplies, operating 39 physical stores and a Shopify e-commerce platform as a subsidiary of JD Sports Fashion plc.

Ownership category

akta.pro rank

Headquarters

HQ city

Bury

HQ country

United Kingdom

HQ region

Europe

Offices39 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Traditional retail revenue model through sale of equestrian clothing, footwear, horse tack, equipment, and pet products both in-store and online. Products span multiple categories including women's, men's, and children's riding wear, country attire, horse saddlery, rugs, boots, health and grooming products, safety equipment, and pet supplies.
2. Clearance and Sale Products: Regular clearance sections featuring discounted items across all product categories including dedicated horse rug clearance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Naylors is a UK equestrian and country lifestyle retailer selling branded riding apparel, country attire, horse tack, rugs, boots, grooming/health products, stable equipment, pet supplies, and safety gear through 39 physical stores and a Shopify e-commerce platform. The retailer complements product sales with specialist in-store services including boot fitting, riding hat fitting, and a horse-riding simulator for rehabilitation and training at its Nantwich store.

Product overview

Naylors is a UK equestrian and country clothing retailer founded in 1965, operating 39 stores across the UK. The company offers a comprehensive range of products organized into distinct categories: Women's, Men's, and Children's riding and country wear; Horse tack and equipment (including saddlery, rugs, boots, and health/grooming products); Pet supplies; Safety gear; and Home & Gifts. The product portfolio spans over 100 equestrian and country brands including Ariat, Barbour, Holland Cooper, LeMieux, WeatherBeeta, Equilibrium, Shires, and Royal Scot. Naylors also provides specialized services including a horse-riding simulator at their Nantwich store for rehabilitation purposes, and offers click-and-collect and fitting services across their store network.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Riding & Country Wear Ladies' horse-riding clothing and country attire including jackets, gilets, riding leggings, breeches, jodhpurs, boots, and accessories from brands including Ariat, Barbour, Holland Cooper, Hunter, Joules, and LeMieux. Targeted at female UK equestrian riders and country lifestyle consumers.
• Men's Riding & Country Wear Men's equestrian clothing and country attire featuring riding wear, country jackets, breeches, boots, and accessories. Targeted at male UK equestrian riders and country lifestyle consumers.
• Children's Riding & Country Wear Kids' horse-riding clothing and country attire including riding jackets, breeches, boots, and safety gear for children. Targeted at parents of child riders in the UK.
• Horse Tack & Saddlery Horse equipment including bits, bridles, girths, stirrups, reins, headcollars, saddle pads, numnahs, training aids, and tack care products from brands such as WeatherBeeta, Equilibrium, Shires, and Royal Scot. Targeted at UK horse owners and stable managers.
• Horse Rugs Horse blankets including stable rugs, turnout rugs, fly rugs, fleeces, coolers, and exercise sheets. Targeted at UK horse owners with seasonal equipment needs.
• Horse Boots Protective boots for horses including brushing boots, travel boots, and tendon boots. Targeted at UK horse owners and riders.
• Horse Health & Grooming Horse care products including grooming kits, clippers, fly repellents, supplements, hoof care, first aid, and therapy products. Targeted at UK horse owners on a recurring consumable basis.
• Stable & Yard Equipment Yard supplies including buckets, stable cleaning equipment, electric fencing, hay nets, show jumps, and horsebox/trailer care products. Targeted at UK stable managers and yard owners.
• Pet Products Pet supplies for dogs and cats including coats, collars, harnesses, leads, toys, food, treats, beds, crates, and grooming accessories. Targeted at UK pet owners, typically overlapping with the equestrian customer base.
• Riding Safety Gear Safety equipment for riders and horses including riding hats, body protectors, hi-vis clothing, and head torches. Targeted at UK riders requiring safety-compliant equipment; riding hat fitting provided at select stores.
• Home & Gifts Country and equestrian-themed homeware and gift items for her, him, children, and horses. Targeted at UK equestrian and country lifestyle consumers seeking themed gifts and home décor.
• Boot Fitting Service Specialist in-store boot fitting service for riding boots and country boots, ensuring proper fit for safety and comfort. Available at select UK Naylors stores.
• Riding Hat Fitting Service Specialist in-store riding hat fitting service to ensure correct sizing and safety compliance for riders. Available at select UK Naylors stores.
• Horse Riding Simulator Horse-riding simulator available at the Naylors Nantwich store for rider rehabilitation and training purposes. Targeted at UK riders seeking simulator-based practice or rehabilitation.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• GO OutdoorscoreChannel Partner/ Reseller/ DistributorNaylors operates dedicated sections within GO Outdoors retail stores across the UK. This partnership provides Naylors with significant retail footprint through GO Outdoors' physical store locations, while GO Outdoors gains equestrian and country lifestyle product expertise in their stores.

Scale indicators2 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• Pets at Home: Largest UK specialist pet products retailer with extensive store and online operations. Comparable on Naylors' pet supplies sub-category, which addresses an overlapping dog-owner customer cohort.
• Mountain Warehouse: Major UK outdoor and country clothing retailer operating a large high-street and digital footprint. Comparable as a broader incumbent competing for country lifestyle and outdoor apparel spend that overlaps with Naylors' country-wear customer base.
• Cotswold Outdoor: Established UK outdoor and country retailer with physical and digital channels selling country clothing, footwear, and outdoor gear. Comparable on country lifestyle customer overlap and omnichannel model.
• Millets: UK high-street outdoor retailer selling country and outdoor apparel and footwear. Broad incumbent competitor for casual country wear and outdoor accessories relevant to Naylors' country lifestyle segment.

Direct peers

• Robinsons Equestrian: Long-established UK equestrian retailer offering riding wear, tack, and stable supplies through online and store channels. Directly comparable on product mix, target customer (horse owners and riders), and omnichannel model.
• Country & Stable: UK equestrian outfitter specialising in riding apparel, footwear, and yard equipment via its own e-commerce platform and physical stores. Closely overlapping customer base and category breadth with Naylors.
• Houghton Country: UK online equestrian retailer stocking a wide range of riding wear, horse rugs, tack and accessories. Comparable as a specialist pure-play competitor targeting the same rider/owner demographic.

Others

• GO Outdoors: UK outdoor retail chain within which Naylors operates dedicated sections in shared store locations. Related as both a physical channel partner and an adjacent retailer for outdoor and country apparel.
• Holland Cooper: Premium UK heritage brand for country and equestrian clothing sold direct-to-consumer and via stockists (including Naylors). Comparable as an own-brand supplier with vertical potential that could bypass multi-brand retailers like Naylors over time.

Emerging players

• Just Horse Riders: UK online-focused equestrian retailer competing on price and breadth in riding wear and tack. An emerging digital-native peer that targets the same core segments as Naylors but with a lighter physical footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/naylorsonline

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 Naylors