Mountain Horse
Mountain Horse Int. AB is a Swedish equestrian apparel and footwear company that designs, sources, and sells riding wear, boots, and accessories across 27 European countries. It serves equestrian enthusiasts, clubs, and youth riders via a hybrid DTC e-commerce platform and a network of specialized retailer partners.
- Company typePrivate
- Founded2008
- HeadquartersVallda, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mountain Horse does
Mountain Horse Int. AB is a Swedish equestrian apparel and footwear company headquartered in Vallda, Sweden, operating since 1988 (with the current legal entity Mountain Horse Int. AB registered in 2008). The company designs, sources, and sells riding wear and footwear under the Mountain Horse brand, including jackets, breeches, rain coats, tops, socks, gloves, and accessories for women, men, and youth, alongside tall boots, paddocks, jodhpurs, competition footwear, safety footwear, and winter boots. Sub-brands include the vegan Veganza Collection, premium footwear lines (Freedom, Valkyria, Xena, Sovereign, Arctica, Snowy River), the Team Collection for equestrian clubs, and a specialized Icelandic Riding Collection, with seasonal cadence evidenced by the Spring/Summer 2026 launch.
The business operates a hybrid direct-to-consumer and wholesale distribution model. The e-commerce front end is delivered through brand-specific storefronts hosted on the e-shop-direct.com platform (operated by Arendicom GmbH since 2008), providing localized sites for 27 European countries. Orders are routed to the nearest specialized equestrian retailer who holds inventory, fusing online convenience with local merchant fulfillment. Pricing is in Swedish Krona across a tiered apparel and footwear range—from accessories at 29 SEK to premium boots and parkas at 2999–3999 SEK—with an outlet channel for prior-season inventory. The company emphasizes sustainability positioning (REACH compliance, animal welfare, fabric responsibility, caring/reuse/recycle programs) as a brand differentiator.
The company is privately held and independently owned with no disclosed external venture capital, founders include Lars Sjosward (founder and director), and the legal entity is a Swedish private limited company (Aktiebolag). Revenue is not publicly disclosed; headcount is 11–50 employees. Customers span equestrian enthusiasts (recreational to professional dressage/jumping), equestrian clubs and teams via the Team Collection, and youth/junior riders. No app, no API, no AI products, and no M&A history are disclosed.
Mountain Horse firmographics
Firmographics- Name
- Mountain Horse
- Legal name
- Mountain Horse Int. AB
- Website
- https://mountainhorse.se
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mountain Horse Int. AB is a Swedish equestrian apparel and footwear company that designs, sources, and sells riding wear, boots, and accessories across 27 European countries. It serves equestrian enthusiasts, clubs, and youth riders via a hybrid DTC e-commerce platform and a network of specialized retailer partners.
- Ownership category
- akta.pro rank
Where Mountain Horse is headquartered
LocationHeadquarters
- HQ city
- Vallda
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Mountain Horse 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
- Equestrian Apparel and Footwear Sales: Mountain Horse generates revenue through the direct sale of equestrian apparel and footwear products. The company operates its own e-commerce storefront and sells through specialized retail partners. Products include riding wear (jackets, breeches, tops, gloves, socks, accessories), footwear (tall boots, paddocks, jodhpurs, competition boots), and horse gear. The business model appears to be primarily one-time product sales with no recurring subscription component visible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories (socks, belts, hats) |
| Unit Pricing | Pay-as-you-go | Mid-range apparel (tops, tights, base layers) |
| Unit Pricing | Pay-as-you-go | Premium apparel (jackets, coats, breeches) |
| Unit Pricing | Pay-as-you-go | Footwear (boots, paddocks, shoes) |
| Unit Pricing | Pay-as-you-go | Outlet/Discounted Items |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Mountain Horse product offering
Product offeringCore offering
Mountain Horse Int. AB designs, sources, and sells equestrian riding apparel and footwear for women, men, and youth, including jackets, breeches, tops, gloves, tall boots, paddocks, jodhpurs, competition boots, safety footwear, and horse gear accessories. The company also offers a vegan footwear line (Veganza), specialized collections for Icelandic riding, team uniforms for equestrian clubs, and seasonal collections (such as Spring/Summer 2026). Mountain Horse distributes its products through its own country-specific online storefronts in 27 European countries and through a network of specialized equestrian retailers worldwide.
Product overview
Mountain Horse Int. AB is a Swedish equestrian apparel company offering two core product lines: Riding Wear and Footwear. The Riding Wear category includes apparel for Woman, Man, and Youth segments with sub-categories spanning jackets, vests, rain coats, tops, breeches, pants, skirts, hats, gloves, socks, and accessories. The Footwear category encompasses tall boots, paddocks, jodhpurs, competition shoes, and safety footwear for all demographics. Key product sub-brands include the vegan Veganza Collection, premium collections like Freedom, Valkyria, Sovereign, Arctica and Xena, the seasonal Spring/Summer 2026 line, Team Collection for equestrian teams, and the Icelandic Riding Collection for specialized riding needs. The company also maintains a dedicated Sustainability initiative and operates an Outlet channel for discounted items. The brand distributes through e-shop-direct.com, a brand-specific online shop platform operated by Arendicom GmbH.
Differentiator
Problem solved
Functional benefit
Products and services
- Riding Wear
- Footwear Equestrian boots and shoes including Winter boots, Tall Boots, Paddocks, Jodhpurs, Shoes, Competition All-round, Competition Dressage, Safety Footwear, Leggings, and accessories for all genders and youth. Includes sizing guidance and measurement charts for proper tall boot fit.
- Veganza (Vegan) Collection Vegan footwear collection made without animal products, including boots, paddocks, and leggings for women, men, and youth. Targeted at environmentally and ethically conscious equestrian consumers.
- Spring/Summer 2026 Collection
- Team Collection
- Icelandic Riding Collection
- Freedom Collection
- Valkyria Tall Boot
- Xena Tall Boot
- Sovereign Collection
- Arctica Boot
- Snowy River Boot
- Ragazza Young Collection
Companies that use Mountain Horse
Customer profileSegments3 records
Ideal customer profiles3 records
Mountain Horse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mountain Horse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Arendicom GmbHcoreArendicom GmbH founded the e-shop-direct.com online portal in 2008 specifically for brand manufacturers. Mountain Horse utilizes this platform to operate brand-specific online shops across 27 European countries. Arendicom handles order processing and fulfillment coordination with specialized retail partners. The system enables worldwide delivery through cooperation with specialized trade merchants who have inventory in stock.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Mountain Horse competitors and assessment
Company assessmentDirect peers
- Pikeur (Pikeur Reitmoden): Pikeur is a long-established German equestrian apparel brand with a full riding wear, footwear, and equipment catalog. Comparable premium-mid positioning and direct competition across women's, men's, and youth riding wear in European specialty retail.
- Equiline: Equiline is an Italian equestrian apparel and footwear brand with similar breadth of riding wear, breeches, technical tops, and tall boots. Comparable in product mix and premium positioning within the European specialty equestrian market.
- Parlanti Roma: Parlanti is an Italian maker of premium and luxury equestrian riding boots, an area of direct overlap with Mountain Horse's Sovereign LUX, Valkyria, and Xena tall-boot lines. Competes for the same high-end rider buyer in European competition segments.
- Cavallo Reitmoden: Cavallo is a German equestrian apparel and footwear manufacturer with overlapping product categories (riding wear, tall boots, paddocks, breeches) and similar mid-to-premium price positioning. Direct European head-to-head competitor with Mountain Horse in DACH-region specialty retailers.
- Ariat International: Ariat is the dominant global equestrian footwear and apparel brand, offering a directly overlapping product portfolio of riding boots, breeches, jackets, and technical apparel at similar price tiers. Mountain Horse competes most directly with Ariat's European mid-market equestrian line.
- Dublin Riding (Dublin Horse Goods): Dublin is an Australian equestrian apparel and footwear brand covering riding boots, paddocks, breeches, and outerwear at directly overlapping price tiers. Comparable product mix and direct competition in international rider apparel.
- Tucci (Carlo Tucci & C.): Tucci is an Italian luxury equestrian boot brand with comparable premium tall-boot and competition footwear offerings. Direct competitor for the same high-end, competition-focused rider segment Mountain Horse serves with Sovereign and Valkyria lines.
- Horka Equestrian Sport: Horka is a Dutch/German equestrian apparel and equipment brand offering riding wear, footwear, and horse gear at accessible price points. Direct competitor with similar value-tier positioning to Mountain Horse's outlet and core riding wear lines.
Broad incumbents
- Horze International: Horze is a large multi-category equestrian retailer and brand carrying apparel, footwear, horse gear, and rider equipment at accessible prices. Compared to Mountain Horse's narrower apparel/footwear focus, Horze is a broader incumbent with wider assortment and larger footprint.
- Horseware Ireland (Horseware Products): Horseware Ireland is a broad-line equestrian equipment company primarily known for horse rugs and increasingly expanding into rider apparel and footwear. Comparable European equestrian brand footprint with rider-side apparel overlap to Mountain Horse's riding wear.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mountain Horse social profiles
Digital presenceMountain Horse compliance and trust
Trust signalCompliance1 record
Mountain Horse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mountain Horse leadership team
Management profileNumber of profiles
Profiles1 record
Mountain Horse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mountain Horse 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 Mountain Horse
What does Mountain Horse do?
Mountain Horse Int. AB designs, sources, and sells equestrian riding apparel and footwear for women, men, and youth, including jackets, breeches, tops, gloves, tall boots, paddocks, jodhpurs, competition boots, safety footwear, and horse gear accessories. The company also offers a vegan footwear line (Veganza), specialized collections for Icelandic riding, team uniforms for equestrian clubs, and seasonal collections (such as Spring/Summer 2026). Mountain Horse distributes its products through its own country-specific online storefronts in 27 European countries and through a network of specialized equestrian retailers worldwide.
Is Mountain Horse a public or private company?
Mountain Horse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mountain Horse founded?
Mountain Horse was founded in 2008. It employs 11 to 50 people.
Where is Mountain Horse based?
Mountain Horse is headquartered in Vallda, Sweden, in the Europe region.
How does Mountain Horse make money?
One revenue line is on record: equestrian Apparel and Footwear Sales.
Who are Mountain Horse's main competitors?
Direct peers on record are Pikeur (Pikeur Reitmoden), Equiline, Parlanti Roma, Cavallo Reitmoden, Ariat International, Dublin Riding (Dublin Horse Goods), Tucci (Carlo Tucci & C.) and Horka Equestrian Sport. Broad incumbents are Horze International and Horseware Ireland (Horseware Products).
Does Mountain Horse have an API?
No public API is recorded for Mountain Horse.