Horse First Supplements
Horse First Supplements is a privately-held UK-based e-commerce company that sells branded equine nutritional supplements directly to individual horse owners across the UK, Ireland, and 20+ European countries via a single Shopify storefront and a 10% subscription program.
- Company typePrivate
- Founded2008
- HeadquartersNewry, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Horse First Supplements does
Horse First Supplements is a privately-held, Newry (UK)-based direct-to-consumer equine supplement company founded in 2008, selling nutritional and wellness products to individual horse owners across the UK, Ireland, and 20+ other European countries via its Shopify-powered storefront at horsefirstdirect.com. The company sells 20+ named SKUs organized into nine functional categories — Horse Calmers, Health & Wellbeing, Joint & Bone Health, Performance, Mobility, Digestive, Hoof & Coat, Breeding & Young Stock, and Respiratory — with individual unit pricing (e.g., Paddy's Glucosamine HCI 12,000 1kg at £16.99, Keep Me Sound from £31.70, Acid Aid from £42.90).
The product "technology" is formulated equine nutrition rather than software or platform IP; no patents, trademarks, proprietary digital systems, mobile apps, APIs, or third-party integrations are disclosed. The most recent product extension is the 2025 launch of B-Well Vitality Tonic, positioned as the next generation of the existing Vital-V respiratory/vitality line.
The business model is a pure direct-to-consumer e-commerce operation with two revenue streams: (1) one-time product sales at published retail prices, and (2) a Subscribe & Save subscription program that offers 10% off recurring orders (cited as applying, for example, to Garlic & More). Distribution is exclusively the company's own storefront, with free UK & Ireland delivery above £30/€30 and paid shipping elsewhere in Europe. Marketing is concentrated in email newsletter ("Sign up and save"), a brand ambassador program, blog content, and organic SEO of the product catalog. Customer support is delivered through a UK phone line (+44 1403 255 809) and [email protected] during 9am-5pm GMT weekdays. No B2B/enterprise customers, funding rounds, M&A activity, parent company, or management team data are disclosed; the company is described as founder/small-team operated.
Horse First Supplements firmographics
Firmographics- Name
- Horse First Supplements
- Legal name
- Horse First
- Website
- https://www.horsefirst.net
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Horse First Supplements is a privately-held UK-based e-commerce company that sells branded equine nutritional supplements directly to individual horse owners across the UK, Ireland, and 20+ European countries via a single Shopify storefront and a 10% subscription program.
- Ownership category
- akta.pro rank
Horse First Supplements industry classification
Industry- Product category
- Equine Nutritional Supplements
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Equine Nutrition & Therapeutic Diets (HLAMAHAE)
- akta.pro secondary industries
- Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Treats & Reward Products (AFADAEAH), Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE)
Keywords
Where Horse First Supplements is headquartered
LocationHeadquarters
- HQ city
- Newry
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Horse First Supplements business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales: Direct-to-consumer sales of horse supplement products through their e-commerce platform. Customers purchase individual products at set retail prices.
- Subscription Program: Recurring revenue through Subscribe & Save program offering 10% discount on repeat orders. Customers subscribe to regular deliveries of products like Garlic & More.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing at retail |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Horse First Supplements product offering
Product offeringCore offering
Horse First Supplements formulates, markets, and sells a portfolio of nutritional supplements for horses under its own brand via a direct-to-consumer e-commerce store. The range spans nine functional categories including calmers, joint and bone health, mobility, performance, digestive, hoof and coat, breeding and young stock, respiratory, and electrolytes, with both standard and fast-acting ('Now') variants available as one-off purchases or recurring subscriptions.
Product overview
Horse First Supplements is an equestrian health company offering a comprehensive portfolio of nutritional supplements for horses. The product line includes named individual supplements across nine functional categories: Horse Calmers (Relax Me, Relax Me Now), Health & Wellbeing (B Well, Back To Form, MuscleGro), Joint & Bone Health (Paddy's Glucosamine, My Joints, My Joints Plus, Keep Me Sound), Performance (Heavy Sweat, Heavy Sweat Now), Mobility, Digestive (Acid Aid), Hoof & Coat (Hoof First, Omega D Oil), Breeding & Young Stock, and Respiratory (Vital Air Powder, Vital Air Solution, Vital V). Additional products include targeted supplements like Cuppra/Cuppra Now (copper), Garlic & More, Exselent E (vitamin E), and New Bludd (blood support). The company recently launched B-Well Vitality Tonic as the next generation of Vital-V, and offers products through subscription (Subscribe & Save). The supplements are positioned as being 'made by horse people, for horse people' with free UK & Ireland delivery on orders over £30.
Differentiator
Problem solved
Functional benefit
Products and services
- Acid Aid
Companies that use Horse First Supplements
Customer profileSegments1 record
Ideal customer profiles1 record
Horse First Supplements technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Horse First Supplements partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Horse First Supplements competitors and assessment
Company assessmentDirect peers
- Blue Chip Feed: UK equine supplement and balancer brand with DTC and trade channels. Comparable in equine wellness positioning and product categories including joint, hoof, and calming supplements.
- Hilton Herbs: UK-based herbal equine supplement specialist with a comparable DTC model and focus on natural/traditional formulations. Similar size and product philosophy to Horse First, with overlap in calming, joint, and respiratory categories.
- Science Supplements: UK equine supplement brand built on clinically-researched formulations for joint, gastric, and metabolic health. Comparable to Horse First in target customer and product categories, with a more science-led positioning.
- NAF (Natural Animal Feeds): One of the UK's leading equine supplement brands offering a wide range of horse nutritional supplements across joint, calming, hoof, and digestive categories. Directly comparable to Horse First in product breadth, DTC focus, and UK/Ireland origin.
- Equine America: UK-based equine supplement company offering joint, calming, digestive, and performance products. Direct peer with overlapping product categories and similar DTC-plus-trade go-to-market approach.
- Global Herbs: UK herbal equine supplement company with a comparable DTC e-commerce model and similar product positioning around natural horse care. Directly competes in calming, joint, and respiratory segments.
- TopSpec: UK equine nutrition brand offering feeds, balancers, and supplements. Comparable in target market and product breadth but operates with stronger trade and dealer distribution alongside DTC.
- Brinicombe Equine: UK manufacturer of equine supplements targeting joint, hoof, calming, and digestive health. Comparable in product range, equine-only focus, and UK/European distribution footprint.
Others
- Audubon Likit: UK-based equine products company primarily focused on stable and stable toys/treats, with adjacent supplement offerings. Comparable as a UK equine-focused consumer brand operating in the same end-customer ecosystem.
Broad incumbents
- Dodson & Horrell: Long-established UK equine feed and supplement manufacturer with extensive retail and trade distribution. Comparable to Horse First in core equine nutrition offering but broader portfolio and B2B reach make it a larger incumbent.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Horse First Supplements financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horse First Supplements leadership team
Management profileNumber of profiles
Horse First Supplements funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horse First Supplements 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 Horse First Supplements
What does Horse First Supplements do?
Horse First Supplements formulates, markets, and sells a portfolio of nutritional supplements for horses under its own brand via a direct-to-consumer e-commerce store. The range spans nine functional categories including calmers, joint and bone health, mobility, performance, digestive, hoof and coat, breeding and young stock, respiratory, and electrolytes, with both standard and fast-acting ('Now') variants available as one-off purchases or recurring subscriptions.
Is Horse First Supplements a public or private company?
Horse First Supplements is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horse First Supplements founded?
Horse First Supplements was founded in 2008. It employs 1 to 10 people.
Where is Horse First Supplements based?
Horse First Supplements is headquartered in Newry, United Kingdom, in the Europe region.
How does Horse First Supplements make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscription Program.
Who are Horse First Supplements's main competitors?
Direct peers on record are Blue Chip Feed, Hilton Herbs, Science Supplements, NAF (Natural Animal Feeds), Equine America, Global Herbs, TopSpec and Brinicombe Equine. Audubon Likit is listed as an others. Dodson & Horrell is listed as a broad incumbent.
Does Horse First Supplements have an API?
No public API is recorded for Horse First Supplements.
What industry is Horse First Supplements in?
Horse First Supplements's product category is Equine Nutritional Supplements. Its primary akta.pro industry code is HLAMAHAE, Equine Nutrition & Therapeutic Diets, with a secondary code of AFADAEAJ, Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims). Its NAICS code is 459910 and its SIC code is 200.