What Waldhausen does

Waldhausen GmbH & Co. KG is a privately held German wholesaler of equestrian sports equipment and riding apparel, headquartered in Cologne and founded in 1836. The company sells approximately 12,000 products across more than 80 countries exclusively through business-to-business channels to specialist equestrian retailers (Fachhändler), which in turn serve end riders and horse owners. Dealers access wholesale pricing and place orders through a dedicated B2B portal, while end consumers are directed to a public dealer-locator tool; Waldhausen does not operate consumer-facing e-commerce.

The product portfolio is organized around three primary own brands covering complementary domains: Waldhausen (horse tack, saddles, bridles, bits, blankets, leg protection, grooming and stable supplies), E·L·T (rider apparel including breeches, jackets, competition wear, children and teen lines), and SWING (rider safety helmets, airbag vests, back and body protectors). A fourth own line, Waldhausen Health + Care, addresses equine wellness products. Waldhausen additionally distributes international partner brands, including Wintec saddles, beris bits, Likit treats and toys, Collonil leather care, Equine Fusion footwear and Linda Tellington-Jones training materials, providing retailers with a full assortment under one supplier relationship.

Revenue is generated through traditional wholesale distribution of physical goods under a mix of own-brand manufacturing and partner-brand resale, with retail pricing published as unverbindliche Preisempfehlung (recommended retail price) inclusive of German VAT. The GTM motion is sales-led through specialist trade partners, supported by digital workbooks, an email newsletter, a content blog (Pferdeblog), and seasonal collection launches. No proprietary technology platform, AI capabilities, public funding, or M&A activity is disclosed; the operating model centers on long-standing retailer relationships, brand heritage, and breadth of assortment rather than technology differentiation.

Name

Waldhausen

Legal name

Waldhausen GmbH & Co. KG

Website

https://waldhausen.com

Company type

Private

Founded year

1836

Operating status

Operating

Headcount range

51–100 employees

Short description

Waldhausen GmbH & Co. KG is a Cologne-based, privately held German wholesaler founded in 1836 that distributes approximately 12,000 equestrian equipment and riding apparel products across more than 80 countries through specialist retailers via its own brands (Waldhausen, E·L·T, SWING) and partner brands (Wintec, beris, Likit).

Ownership category

akta.pro rank

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale distribution to specialist retailers: Waldhausen generates revenue through B2B wholesale distribution of equestrian equipment and riding apparel to specialist equestrian retailers. Products are sold under own brands (Waldhausen, E·L·T, SWING, STAR, beri) as well as distributed third-party brands. The company operates with a traditional wholesale model where retailers place orders through the B2B dealer portal.
2. International brand distribution: Distribution of international equestrian brands including Wintec, Beris, Likit, and others through the retail partner network.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Waldhausen is a B2B wholesale distributor of equestrian sports equipment and riding apparel, offering approximately 12,000 products across rider apparel, horse tack, safety gear, and equine care. It sells through its own brands (Waldhausen, E·L·T, SWING, STAR, Beri, Waldhausen Health + Care) and distributes partner brands (Wintec, beris, Likit, Collonil, Equine Fusion, Linda Tellington-Jones). Products are sold to specialist equestrian retailers (Fachhändler) in more than 80 countries; end consumers are referred to the dealer locator to find a nearby retailer.

Product overview

Waldhausen operates as a B2B equestrian wholesaler with a multi-brand portfolio. The company distributes approximately 12,000 products across more than 80 countries. Its own brands cover three distinct domains: Waldhausen for horse tack and equipment (saddles, bridles, bits, blankets, leg protection, grooming, stable supplies), E·L·T for rider apparel (riding breeches, jackets, tops, gloves, boots, competition wear, children's and teen collections), and SWING for safety equipment (riding helmets, airbag vests, back protectors). Additional own brand Waldhausen Health + Care offers equine health and wellness products. Partner brands include Wintec (saddles), beris (bits), Likit (horse toys and supplements), and STAR (bridles). Products are organized across rider, horse, and care/maintenance categories, with seasonal collections featuring coordinated color themes and performance features. The company serves trade customers (dealers) through a login-based ordering system and maintains digital workbooks for product visualization.

Differentiator

Problem solved

Functional benefit

Brands

• Waldhausen: Main brand for horse equipment including saddles, bridles, blankets, and care accessories
• E·L·T
• SWING
• Waldhausen Health + Care
• beris
• Wintec
• STAR
• Likit

Products and services

• Waldhausen (Own Brand — Horse Equipment) Core own-brand range of horse equipment — saddles, saddle pads, bridles, bits, horse blankets, leg protection, grooming tools, lunging/groundwork equipment, stall and stable supplies. Sold wholesale to specialist equestrian retailers for resale to riders and horse owners across 80+ countries.
• E·L·T (Own Brand — Rider Apparel)

Quantifiable outcome

• Nearly 190 years in equestrian sports industry
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• WinteccoreStrategic or Co-development PartnerWintec is a partner brand for saddles. Waldhausen distributes Wintec saddles (leather and synthetic options) alongside their own brand saddles. The partnership provides Waldhausen retailers and end consumers access to Wintec's saddle products through the Waldhausen distribution network.
• beriscoreStrategic or Co-development Partnerberis is a partner brand specializing in horse bits. Waldhausen distributes beris bits as part of their comprehensive bridle and bit assortment. The beris brand has its own dedicated themepage on Waldhausen's website and is featured in the digital workbooks.
• LikitminorChannel Partner/ Reseller/ DistributorLikit produces treats and toy products for horses. Waldhausen distributes Likit products including licking stones and treat balls for horse enrichment and pampering.
• CollonilminorChannel Partner/ Reseller/ DistributorCollonil is a brand of leather care and shoe care products. Waldhausen distributes Collonil products for leather care within their grooming and care category.
• Equine FusionminorChannel Partner/ Reseller/ DistributorEquine Fusion is a brand for equestrian footwear. Products are distributed through Waldhausen's retail network.
• Linda Tellington-JonesminorChannel Partner/ Reseller/ DistributorLinda Tellington-Jones is an equestrian method and training approach. Waldhausen distributes related products and books under this brand.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Eskadron: German equestrian equipment brand known for bridles, halters, and stable accessories, owned by Schockemöhle. Highly comparable horse-equipment range and dealer-led go-to-market to the Waldhausen core brand.
• Pikeur Reitmoden: Long-established German riding-apparel brand (now within Brinkhof Group) competing directly with E·L·T in breeches, jackets, and competition wear. Overlapping target customer, price tier, and specialist-retail channel.
• Horseware Ireland: Irish equestrian brand best known for Rambo and Amigo horse rugs and blankets; operates a comparable B2B/B2C distribution model across many countries. Highly comparable to Waldhausen's horse-equipment-led portfolio and international dealer reach.
• Samshield: Premium equestrian helmet and apparel brand (French) selling through specialist retailers globally. Closely comparable in the premium safety and riding-apparel category where Waldhausen's SWING competes.
• Mountain Horse: European equestrian apparel and footwear brand offering riding boots, breeches, and outerwear through specialist retailers. Comparable riding-apparel focus to E·L·T and similar international distribution approach.
• HKM Sports Equipment: German equestrian apparel and equipment brand offering riding breeches, jackets, helmets, and horse gear at value-to-mid price points. Comparable breadth of equestrian assortment and European specialist-retail distribution.
• Albert Kerbl GmbH: German family-owned B2B wholesaler and manufacturer of agricultural, equestrian, and pet supplies with broad SKU range. Comparable B2B wholesaler structure, German Mittelstand ownership, and equestrian assortment overlap.
• Cavallo (Lugana): German equestrian brand specialising in riding boots and apparel, distributed through specialist retailers in Europe. Comparable to Waldhausen's E·L·T apparel/footwear offering and Fachhändler-led go-to-market.
• Schockemöhle Sports: German equestrian equipment and apparel company, parent of Eskadron, selling bridles, saddles, riding apparel, and accessories. Direct German-speaking-market peer with overlapping product categories and similar specialist-retailer distribution.

Broad incumbents

• Decathlon: Global sporting goods retailer with a dedicated equestrian line (Fouganza) sold through stores and e-commerce. Operates in the same category but as a generalist with vertically integrated own-brand products rather than a specialist wholesaler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/waldhausenusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Waldhausen