Derby
Derby is a German direct-to-consumer e-commerce retailer of specialized horse feed, supplements, and care products, serving sport, leisure, breeding, and senior horse owners in Germany via derby.de under AGRAVIS Raiffeisen AG.
- Company typePrivate
- Founded-
- HeadquartersDerby, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Derby does
Derby is a German direct-to-consumer e-commerce retailer specializing in horse feed, supplements, care products, and stable accessories, operating exclusively through its online shop derby.de and shipping within Germany via DHL and DPD. The company is operated by Raiffeisen Webshop GmbH & Co. KG, headquartered at Industrieweg 110 in Münster, and is a subsidiary of the AGRAVIS Raiffeisen AG diversified agricultural cooperative group. The product portfolio is organized into multiple specialized lines covering muesli and pellet feeds, mineral feeds, mash and roughage, supplements, treats, and horse care, with therapeutic sub-lines for stomach-sensitive and metabolic-sensitive horses (DERBY Gastro-Produkte, Getreidefrei, Senior-Fit) and a dedicated foal/young horse range (Fohlenfutter). A differentiating service is the Derby Fohlenmilchstationen network, a 24/7 emergency foal milk station program operated with partner farms and retailers across Germany.
The business model is DTC e-commerce with unit-based pricing (e.g., Sport-Muesli at €2.99/kg in 1kg or €1.65/kg in 20kg bags), tiered shipping fees by package weight, free shipping over €75 within Germany, and newsletter-driven retention marketing offering a €5 first-order and 10% repeat-purchase incentive. Customer segments span sport horse owners, leisure horse owners, breeders, senior horse owners, and horses with special dietary needs, with formal partnerships into German equestrian breeding and sport communities (Oldenburger, Holsteiner, Trakehner, Westfälisches Pferdestammbuch, Landgestüt Celle/Marbach/Redefin) supporting brand engagement. Derby also resells HORSLYX lick-block products as a third-party brand extension.
Core proprietary technology centers on specialized feed formulations: hydrothermally treated grain components for digestibility, optimal mineralization for hay-oat ration balancing, ADMR-compliant anti-doping formulations for competitive horses, and grain-free/melasse-free/lucerne-free therapeutic formulations for metabolic sensitivities. Supporting operations include a feeding consultation hotline (0800/5893689) and digital infrastructure built on Google Analytics, Google Tag Manager, CleverReach, PayPal, and OpenStreetMap. Headcount is reported at 251-500 employees; revenue is undisclosed and Derby is privately held as a partnership (GmbH & Co. KG) with no external venture capital.
Derby firmographics
Firmographics- Name
- Derby
- Legal name
- Raiffeisen Webshop GmbH & Co. KG
- Website
- https://derby.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Derby is a German direct-to-consumer e-commerce retailer of specialized horse feed, supplements, and care products, serving sport, leisure, breeding, and senior horse owners in Germany via derby.de under AGRAVIS Raiffeisen AG.
- Ownership category
- akta.pro rank
Derby industry classification
Industry- Product category
- Equine Feed and Supplements
- NAICS
- 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
- Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)
Keywords
Where Derby is headquartered
LocationHeadquarters
- HQ city
- Derby
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Derby 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, Infrastructure
Revenue model
- E-commerce Product Sales: Derby generates revenue through direct online sales of horse feed and supplements via their e-commerce store derby.de. Products are sold as one-time purchases with tiered pricing based on package size (1kg, 5kg, 20kg, etc.). Shipping revenue adds to the transaction value, with free shipping for orders over €75 within Germany.
- Newsletter Subscription Marketing: Derby collects customer email addresses through newsletter registration, offering a 5€ discount for first registration and 10% discount on next purchase for subscribers, enabling direct marketing communication and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with volume discounts through package size selection |
| Subscription | Monthly | Newsletter subscription for customer loyalty |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Derby product offering
Product offeringCore offering
Derby is a German online shop operated by Raiffeisen Webshop GmbH & Co. KG that develops, brands, and sells its own line of specialized horse feed formulations, mineral supplements, treats, foal milk replacers, and horse care products directly to horse owners through e-commerce. The brand operates a portfolio of product lines (Müsli, Pellets, Mineralfutter, Gastro, Fohlenfutter, Senior-Fit, Mash, Leckerli, Stehfutter, Supplemente, Einzelfutter, Raufutter, Pferdepflege) under the Derby brand and the HORSLYX sub-brand.
Product overview
Derby (derby.de) is a German online shop for horse feed and care products, operated by Raiffeisen Webshop GmbH & Co. KG based in Münster. The portfolio is organized as a broad, multi-category product range centered on complementary horse feeds and supplements. The core offering consists of muesli and pellet feeds (DERBY Müsli, DERBY Pellets), targeted feeding lines (DERBY Gastro-Produkte for stomach-sensitive horses, DERBY Fohlenfutter for foals and young horses, DERBY Getreidefrei for grain-free feeding, DERBY Senior-Fit for older horses), mineral feeds (DERBY Mineralfutter, DERBY Mineral-Pellets), and mash and roughage products (DERBY Mash, DERBY Raufutter). It also stocks supplements (DERBY Supplemente incl. Muskel-Support, Zink+C, Vital), treats (DERBY Leckerli/Gastrolinis), and HORSLYX lick blocks as a sub-brand. Supporting services include the DERBY Fohlenmilchstationen emergency foal milk station network and a DERBY Fütterungsberatung feeding consultation hotline. The company sells exclusively through its e-commerce platform with shipping via DHL and DPD.
Differentiator
Problem solved
Functional benefit
Products and services
- DERBY Müsli A line of muesli-style horse feed formulations for everyday feeding of sport, leisure, and breeding horses.
Companies that use Derby
Customer profileSegments5 records
Ideal customer profiles4 records
Derby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature5 records
Derby partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HORSLYXcoreHORSLYX is a third-party brand of horse lick supplements sold through the Derby online shop. Products include HORSLYX Original, HORSLYX Digestion, and other HORSLYX variants. HORSLYX products are manufactured lick masses providing minerals, vitamins, and trace elements for horses, suitable for stable and pasture feeding.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Derby competitors and assessment
Company assessmentEmerging players
- HORSLYX (Caltech): HORSLYX is a UK-based manufacturer of equine lick supplements, distributed by Derby via the partnership on derby.de. Comparable in the supplements and licks subcategory, and represents a third-party brand coexisting within Derby's portfolio.
Direct peers
- iWEST: iWEST is a German premium equine nutrition brand specializing in scientifically backed supplements and feeds. Comparable to Derby on the supplement and therapeutic-diet side, and serves the same high-end sport and breeding horse owner segment in Germany.
- St. Hippolyt: St. Hippolyt is a German equine nutrition specialist focused on premium, scientifically formulated feeds and supplements. Highly comparable to Derby's positioning around high-quality, condition-specific equine nutrition for sport, breeding, and therapeutic use cases in the German-speaking market.
- Eggersmann (EMF): Eggersmann is a German family-owned equine feed producer with a broad muesli, pellet, mineral, and supplement range. Closely comparable to Derby in product breadth, German market focus, and emphasis on breed/segment-specific formulations.
- Marstall: Marstall is a long-established German premium horse feed manufacturer with a comparable full-line muesli, pellet, and supplement range. Directly comparable to Derby in product mix, target customer (German horse owners), and distribution through German agricultural retail and direct channels.
- Höveler Pferdefutter: Höveler is a traditional German horse feed manufacturer producing muesli, pellets, and specialty feeds. Competes with Derby in the same product categories and German-speaking customer base, with overlapping distribution through equestrian retail and online.
Broad incumbents
- Cavalor: Cavalor is a Belgian premium equine nutrition and care brand owned by Versele-Laga. Comparable to Derby on sport horse performance feeds, supplements, and care products, with broader international distribution and a stronger premium positioning globally.
- Spillers (Mars Horsecare UK): Spillers is one of the UK's longest-established horse feed brands, part of Mars. Overlaps with Derby in muesli, pellets, and supplement ranges; differs in serving primarily the UK market and operating through a more extensive dealer and retail network.
Others
- AGRAVIS Raiffeisen AG: AGRAVIS is Derby's parent company, a major German agricultural cooperative with broad feed, crop, and retail operations. Relevant as the parent enabling Derby's distribution and capital base, and as a potential channel for cross-selling Derby's equine range through AGRAVIS's retail network.
Regional players
- Pavo: Pavo is a leading Dutch equine feed brand with a comprehensive product range and strong presence across Northwestern Europe. Comparable to Derby in product breadth and DTC/multi-channel distribution, but primarily serves Netherlands, Germany-adjacent, and broader European markets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Derby social profiles
Digital presenceDerby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Derby leadership team
Management profileNumber of profiles
Profiles4 records
Derby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Derby 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 Derby
What does Derby do?
Derby is a German online shop operated by Raiffeisen Webshop GmbH & Co. KG that develops, brands, and sells its own line of specialized horse feed formulations, mineral supplements, treats, foal milk replacers, and horse care products directly to horse owners through e-commerce. The brand operates a portfolio of product lines (Müsli, Pellets, Mineralfutter, Gastro, Fohlenfutter, Senior-Fit, Mash, Leckerli, Stehfutter, Supplemente, Einzelfutter, Raufutter, Pferdepflege) under the Derby brand and the HORSLYX sub-brand.
Is Derby a public or private company?
Derby is a private company. It is classified as corporate owned and is currently operating.
When was Derby founded?
Derby was founded in -1. It employs 251 to 500 people.
Where is Derby based?
Derby is headquartered in Derby, United Kingdom, in the Europe region.
How does Derby make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are newsletter Subscription Marketing.
Who are Derby's main competitors?
HORSLYX (Caltech) is listed as an emerging player. Direct peers are iWEST, St. Hippolyt, Eggersmann (EMF), Marstall and Höveler Pferdefutter. Broad incumbents are Cavalor and Spillers (Mars Horsecare UK). AGRAVIS Raiffeisen AG is listed as an others. Pavo is listed as a regional player.
Does Derby have an API?
No public API is recorded for Derby.
What industry is Derby in?
Derby's product category is Equine Feed and Supplements. Its primary akta.pro industry code is HLAMAHAE, Equine Nutrition & Therapeutic Diets, with a secondary code of AFADAEAA, Complete Equine Feeds (Pelleted/Extruded/Textured). Its NAICS code is 45991 and its SIC code is 200.