Equestrian Sport in Schockemohle

What Equestrian Sport in Schockemohle does

Reitsport Schockemöhle GmbH is a privately held German equestrian sport retailer founded in 1995/1996 and headquartered in Mühlen, Germany (Münsterlandstr. 1, 49439 Mühlen). The company operates an omnichannel model combining a direct-to-consumer e-commerce platform with four physical retail stores in Germany, specializing in riding apparel, horse care products, stable supplies, and equestrian accessories. It serves amateur and competitive riders, horse owners, and equestrian households, primarily in the DACH region with reach across broader Europe.

The product portfolio blends a private-label brand (Schockemöhle Sports) with a multi-brand assortment of premium partner labels including Ariat, Pikeur, Samshield, Cavalleria Toscana, Boss Equestrian, Anky, Eskadron, and Kingsland. Beyond merchandise, the retailer operates value-added service lines — saddlery consulting, boot fitting consultation, embroidery personalization, blanket washing, and clipper/blade sharpening — which differentiate the physical stores from pure-play online competitors and drive repeat footfall. Recent commercial activity has centered on seasonal collection launches (Spring/Summer 2026, Autumn/Winter 2025), an exclusive collaboration with Olympic dressage rider Isabell Werth, and category extensions into dog accessories and gift cards.

The business model is straightforward D2C retail: merchandise revenue is generated through online orders and in-store purchases, supplemented by service fees, with revenue concentrated in seasonal riding-apparel and horse-care SKUs. The company is a privately held GmbH with 11-50 employees, no publicly disclosed funding history, and no announced acquisitions, leadership changes, or geographic expansion beyond its existing German store footprint.

Name

Equestrian Sport in Schockemohle

Legal name

Reitsport Schockemöhle GmbH

Website

https://schockemoehle.net

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Reitsport Schockemöhle GmbH is a German omnichannel equestrian retailer selling riding apparel, horse care products, and stable supplies via its e-commerce site and four physical stores, serving amateur and competitive riders across Europe with a mix of its own Schockemöhle Sports label and premium partner brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Mühlen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce): One-time product sales through online store covering equestrian equipment and apparel. Revenue generated from individual transactions with no subscription component. Offers installment payment options via easyCredit-Ratenkauf and Klarna for higher-ticket items.
2. Professional Services: On-site services including saddlery workshop (Sattlerei), boot service/repair, embroidery personalization (Bestickung), and blanket washing/repair services. These create additional revenue streams and customer stickiness.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Reitsport Schockemöhle sells equestrian sport equipment, riding apparel, and horse care supplies through its own e-commerce platform schockemoehle.net and a network of physical retail stores in Germany. The assortment combines the proprietary Schockemöhle Sports brand with a multi-brand portfolio (Ariat, Pikeur, Kingsland, Samshield, Eskadron, Cavalleria Toscana, Boss Equestrian, Tommy Hilfiger Equestrian, etc.), covering saddles, bridles, bits, blankets, leg protection, breeches, riding boots, helmets, gloves, and stable supplies. Value-added services include on-site saddlery fitting and adjustment, boot refurbishment, custom embroidery, blanket washing and repair, sharpening, and bridle/bit consultation.

Product overview

Reitsport Schockemöhle operates as a multi-channel equestrian sport retailer offering both an e-commerce platform (Online-Shop) and physical retail stores. The product portfolio centers on the proprietary Schockemöhle Sports brand alongside a curated selection of international partner brands including Ariat, Pikeur, Kingsland, Samshield, Kentucky Horsewear, Eskadron, Cavalleria Toscana, Equiline, DeNiro Boots, Roeckl, Le Mieux, Maya Delorez, Cavallo, Tommy Hilfiger Equestrian, Boss Equestrian, Equestro, and Vestrum. The core offering spans three main categories: (1) Horse Equipment including Sättel & Co. (dressage/jumping/eventing saddles, saddle pads, stirrups), Trensen & Co. (bridles, bits, reins), Decken & Co. (blankets for stable/turnout/fly protection), Beinschutz (leg protection boots, bandages), Halfter & Stricke (halters, leads), and Longierbedarf (lunging equipment); (2) Rider Apparel including Reithosen (breeches in full seat/knee grip/grip styles), Reitbekleidung Damen/Herren/Kinder (riding jackets, shirts, competition wear), Stiefel & Stiefeletten (boots, chaps), and Sicherheit (helmets, body protectors); and (3) Stable & Care including Stall & Pflege (grooming, hoof care, leather care, feed supplements, clippers). The offering is complemented by value-added services including Sattlerei (custom saddlery fitting), Stiefelberatung (boot fitting), Bestickung (embroidery personalization), Deckenwäsche & Reparatur (blanket cleaning), and Trensen- und Gebissberatung (bridle/bit consultation). An exclusive Isabell Werth Kollektion collaboration offers bridles and bits endorsed by the Olympic dressage champion.

Differentiator

Problem solved

Functional benefit

Brands

• Schockemöhle Sports: Own brand collection of equestrian sports apparel and equipment

Products and services

• Reitsport Schockemöhle Online-Shop E-commerce platform at schockemoehle.net for purchasing horse equipment, rider clothing, stable supplies, and accessories online with delivery across Germany and free shipping above 89€.
• Schockemöhle Sports (private-label brand) Proprietary equestrian apparel brand offering rider clothing, breeches, jackets, and accessories under the Schockemöhle Sports label.
• Sättel & Co. (Saddles and saddle accessories) Saddles and saddle accessories for dressage, jumping, eventing, and pony disciplines including stirrups, stirrup leathers, saddle pads, saddle girths, and schabracken.
• Trensen & Co. (Bridles and reins) Bridles and related equipment including bridle reins, bridles with bits, curb reins, bridle accessories, auxiliary reins, reins, and browbands.
• Gebisse & Co. (Bits) Bits and bit accessories including standard bits, special bits, curb and leverage bits, Pelham bits, and bit accessories.
• Decken & Co. (Horse blankets) Horse blankets and covers including under-blankets, stable blankets, turnout blankets, cooler rugs, exercise and walker blankets, fly and eczema blankets, and neck parts.
• Beinschutz (Leg protection) Leg protection products for horses including bandages and pads, tendon boots, fetlock and ball protection, stable boots, and transport boots.
• Halfter & Stricke (Halters and leads) Halters and leads including nylon halters, leather halters, lead ropes and chains, and fly-protection items.
• Longierbedarf (Lunging equipment) Lunging equipment including lunging roller pads, lunging rollers, lunging aids, lunge lines, double lunge lines, cavesson, contact sticks, neck rings, and lunging whips.
• Reithosen (Riding breeches) Riding breeches for women, men, and children including full seat, knee grip, and grip breeches, jodhpurs, competition breeches, and riding leggings.
• Reitbekleidung Damen (Women's riding apparel) Women's riding apparel including breeches, riding leggings, shirts, polo shirts, tops, blouses, vests, jackets, blousons, competition jackets, competition shirts, and competition tails.
• Reitbekleidung Herren (Men's riding apparel) Men's riding apparel including breeches, shirts, polo shirts, sweaters, vests, jackets, competition breeches, competition shirts, and competition jackets.
• Reitbekleidung Kinder (Children's riding apparel) Children's riding apparel including breeches, outerwear, competition clothing, and toys.
• Stiefel & Stiefeletten (Riding boots) Riding boots and ankle boots including jodhpur boots, chaps, riding boots, and sneakers.
• Sicherheit (Safety equipment) Safety equipment including body protectors, safety vests, and riding helmets.
• Reithandschuhe (Riding gloves) Riding gloves designed for grip and hand protection while handling reins.
• SALE (Discounted equestrian products) Discounted equestrian products across all categories including rider wear, horse equipment, and accessories with discounts up to 70%.
• Stall & Pflege (Stable and grooming supplies) Stable and grooming supplies including grooming equipment, hoof care, body care, leather care and washing detergents, stable first aid, stall accessories, feed supplements, clippers and accessories, communication items, and saddle cabinets.
• Sattlerei (Saddlery service) On-site saddlery service providing handcrafted saddle fitting and adjustment to optimize horse welfare and rider comfort.
• Stiefelberatung (Boot consultation and service) Boot consultation service offering boot fitting, refurbishment, and advice for comfort and longevity.
• Bestickung (Embroidery service) Embroidery service for personalizing riding apparel with custom designs.
• Deckenwäsche & Reparatur (Blanket washing and repair) Blanket washing and repair service for horse blankets to keep them clean and well-maintained.
• Schleifservice (Sharpening service) Sharpening service for riding and cutting equipment.
• Trensen- und Gebissberatung (Bridle and bit consultation) Expert consultation service for bridle and bit selection and fitting.
• Isabell Werth Kollektion Exclusive bridle and bit collection endorsed by Olympic dressage champion Isabell Werth.
• Gutscheine (Gift vouchers) Gift vouchers available in various denominations for purchasing equestrian products and services.
• StoreLocator (Retail store finder) Retail store locator service allowing customers to find physical store locations, view stock availability, and see opening hours.
• Ariat brand collections Resold premium equestrian footwear and apparel from Ariat including Ascent, Axis, and seasonal collections (Autumn/Winter 2025, Spring/Summer 2026).
• Pikeur brand collections Resold German equestrian fashion brand offering riding apparel and competition wear, including seasonal Spring/Summer 2026 collections.
• Kingsland brand collections Resold Scandinavian equestrian fashion brand offering riding clothing and accessories, including Kingsland Classic and Spring/Summer 2026 collections.
• Samshield brand collections Resold premium riding helmets and safety equipment from Samshield, including Spring/Summer 2026 collections.
• Eskadron brand collections Resold German equestrian brand specializing in saddle pads, boots, halters, and bandages. Collections include Heritage 2025, Dynamic 2025, Classic Sports 2026, and Platinum 2026.
• Cavalleria Toscana brand collections Resold Italian luxury equestrian fashion brand offering riding apparel and competition wear, including Spring/Summer 2026 collections.
• Boss Equestrian brand collections Resold premium Hugo Boss equestrian line offering riding apparel and competition wear.
• Tommy Hilfiger Equestrian brand collections Resold equestrian collection from Tommy Hilfiger offering riding apparel and accessories.
• DeNiro Boots brand collection Resold Italian luxury riding boot brand specializing in handcrafted boots.
• Kentucky Horsewear brand collection Resold equestrian brand specializing in horse protection and rider clothing including saddle pads and horse boots.
• Equiline brand collections Resold Italian equestrian fashion brand offering riding apparel, breeches, and accessories.
• Cavallo brand collections Resold German equestrian footwear and clothing brand with multiple seasonal collections.
• Roeckl brand collection Resold German brand specializing in riding gloves and accessories.
• Le Mieux brand collections Resold equestrian fashion brand offering riding apparel and accessories including saddle pads and horse care items.
• Maya Delorez brand collections Resold Swedish equestrian fashion brand offering stylish and functional riding apparel for women, including Spring/Summer 2026 collection.
• Equestro brand collection Resold equestrian brand offering riding apparel and competition wear.
• Vestrum brand collection Resold equestrian fashion brand offering riding apparel, including seasonal collections.
• Tonics brand collection Resold equestrian brand offering riding apparel, accessories, and feed supplements.
• ESS Supplements Feed supplements and nutritional products for horses.
• Peetz Sattelschränke (Saddle cabinets) Saddle cabinets and storage solutions for equestrian equipment.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

15 partnerships are on record, tiered minor and core.

• DeNiro BootsminorChannel Partner/ Reseller/ DistributorFeatured partner brand in 'Partner, denen wir vertrauen' section. DeNiro is an Italian equestrian boot manufacturer. Schockemöhle resells DeNiro boots as part of their multi-brand portfolio.
• TonicsminorChannel Partner/ Reseller/ DistributorFeatured partner brand. Tonics appears to be an equestrian equipment/supplements brand. Carried in Schockemöhle's product assortment.
• PikeurcoreChannel Partner/ Reseller/ DistributorGerman equestrian apparel brand, one of the premium brands in the portfolio. Consistently featured in collections and product categories. Major brand partner for riding breeches and competition wear.
• Kentucky HorsewearcoreChannel Partner/ Reseller/ DistributorFeatured partner and brand collection page. Kentucky Horsewear specializes in ethical, high-quality leather alternatives for horses. Prominent presence in blanket and protection categories.
• SamshieldcoreChannel Partner/ Reseller/ DistributorPremium equestrian helmet and riding apparel brand. Has dedicated collection pages and featured prominently in product offerings. High-end market positioning.
• Schockemöhle SportscoreChannel Partner/ Reseller/ DistributorOwn private label brand. Products include riding breeches, apparel, and competition wear under Schockemöhle Sports label. Featured with dedicated collection pages.
• AriatcoreChannel Partner/ Reseller/ DistributorMajor international equestrian footwear and apparel brand. Multiple collection pages (Autumn/Winter 2025, Spring/Summer 2026) and featured in blog content. Premium positioning.
• KingslandcoreChannel Partner/ Reseller/ DistributorScandinavian equestrian brand with dedicated collection pages. Known for quality riding apparel. Featured prominently in women's riding breeches category.
• Boss EquestriancoreChannel Partner/ Reseller/ DistributorPremium brand from Hugo Boss under equestrian line. Has dedicated collection pages for seasonal collections. High-end market positioning.
• EskadroncoreChannel Partner/ Reseller/ DistributorGerman brand specializing in horse equipment including halters, lead ropes, bandages, and horse care products. Multiple collection pages with seasonal themes.
• EquilinecoreChannel Partner/ Reseller/ DistributorItalian equestrian apparel brand. Featured in women's breeches category and has dedicated collection pages. Mid-to-premium price positioning.
• Cavalleria ToscanacoreChannel Partner/ Reseller/ DistributorItalian luxury equestrian brand. Has dedicated collection pages with seasonal offerings. Premium competition wear positioning.
• CavallocoreChannel Partner/ Reseller/ DistributorGerman equestrian brand. Has dedicated collection pages. Featured in women's breeches category with multiple seasonal collections.
• Le MieuxminorChannel Partner/ Reseller/ DistributorEquestrian accessories brand. Featured in partner brands section. Products include saddle pads and horse care items.
• Tommy Hilfiger EquestriancoreChannel Partner/ Reseller/ DistributorLifestyle brand with equestrian line. Featured in men's and women's categories. Cross-over appeal to fashion-conscious riders.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Waldhausen: Waldhausen is one of Europe's largest equestrian equipment brands and wholesalers, offering rider apparel, horse gear, and stable supplies across price tiers. It competes with Schockemöhle both as a portfolio brand sold in stores and increasingly via its own retail/wholesale channels, particularly in the saddle pad, blanket, and leg protection categories.
• Decathlon: Decathlon operates a broad sporting goods retail footprint in Germany with a dedicated equestrian assortment (riding helmets, breeches, boots, basic horse equipment). It competes on price and convenience with entry-level and mid-tier equestrian products, drawing some of Schockemöhle's price-sensitive customers away from premium brands.
• Busse: Busse is a German equestrian equipment manufacturer and wholesaler with a strong presence in halters, blankets, leg protection, and stable supplies. While not a direct retail competitor, it supplies many of the same categories Schockemöhle stocks and operates its own direct-to-consumer channels, making it both a supplier-competitor and an alternative shopping destination.
• Cavalleria Toscana (direct): Cavalleria Toscana is a premium Italian equestrian fashion brand that Schockemöhle retails; the brand also operates its own direct e-commerce channel. This makes it both a key partner and a structural competitor: as the brand invests more in D2C, Schockemöhle's role shifts from primary retailer to one of several purchase options.

Direct peers

• Loesdau: Loesdau is one of Germany's largest equestrian specialty retailers, operating online and via physical stores with a comparable multi-brand assortment covering rider apparel, horse equipment, and stable supplies. It competes head-to-head with Schockemöhle for the same German-speaking equestrian customer across similar price tiers and brand partners.
• Krämer Pferdesport: Krämer (Krämer Pferdesport) is a major German equestrian superstore chain with an extensive e-commerce platform and multiple retail locations, offering rider apparel, horse equipment, and stable supplies. It is among the closest direct competitors to Schockemöhle, sharing the same German DACH focus, multi-brand model, and omnichannel structure.
• Reitsport-Scheibelhoeck: Reitsport-Scheibelhoeck is a German equestrian retailer operating online and through a regional store network, selling riding apparel, saddles, bridles, and stable equipment across comparable price tiers and brand partners. It overlaps directly with Schockemöhle's assortment and target customer in the German equestrian market.
• Equine Country: Equine Country is a German equestrian specialist offering rider apparel, saddlery, and horse equipment online, with a comparable focus on premium brand partners (Pikeur, Eskadron, Cavallo). It targets the same German equestrian consumer as Schockemöhle and competes on assortment depth and brand authorization.
• Pferdeversand:

Emerging players

• Wehorse: Wehorse is an emerging online platform combining equestrian product listings with marketplace, content, and community features targeting German and European equestrian enthusiasts. It represents a newer digital-first competitor that overlaps with Schockemöhle's online assortment while layering in editorial and community mechanics the retailer does not natively offer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Reitsport.Schockemoehle
• Instagraminstagram.com/reitsportschockemoehle

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 Equestrian Sport in Schockemohle