What Kingsland Equestrian does

Kingsland Equestrian is a privately held Danish equestrian apparel and horse gear brand that designs, sources, and sells technical riding clothing and equipment. The product portfolio spans 501 SKUs across ladies', men's, and junior collections — including breeches (full-grip, knee-grip, and the proprietary H.A.X Shape program for H/A/X body shapes), outerwear, fleece, bodywarmers, rainwear, show clothes, training shirts, knitwear, riding gloves, and Coolmax socks — alongside a horse gear line of boots, rugs, halters, saddle pads, and bandages. Functional differentiation comes from licensed technology integrations: Polygiene StayFresh antibacterial treatment, PrimaLoft insulation, Tanatex insect-proof treatment, Coolmax moisture-wicking yarn, iWarm heating elements, and Swarovski crystal embellishments.

The company operates a direct-to-consumer e-commerce model through a Shopify-powered webshop at kingslandequestrian.com, shipping globally from a warehouse in Denmark with region-tiered fees and free EU shipping above €100. A separate B2B portal at b2b.kingslandequestrian.com serves wholesale and business customers. Pricing spans €6.95 for accessories to €679 for premium show jackets, with a 21-day return policy. Customer acquisition is multi-channel: organic social (Facebook, Instagram), paid search (Google Ads, Microsoft Advertising), paid social (TikTok), email via Klaviyo, SEO, and an ambassador program described as vital to the brand story. The primary customer segments are women riders, men riders, junior riders, and horse owners buying gear, with use cases spanning dressage, show jumping, eventing, training, and stable work.

Name

Kingsland Equestrian

Legal name

Kingsland Equestrian

Website

https://kingslandequestrian.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Kingsland Equestrian is a privately held Danish equestrian apparel and horse gear brand selling a 501-SKU catalog of technical riding clothing and equipment direct-to-consumer via a Shopify webshop, with global shipping and a separate B2B wholesale portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Sarpsborg

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online retail of equestrian apparel and horse gear. Products are sold at one-time purchase prices with no subscription component. The company operates their own Shopify-based e-commerce platform and ships globally from Denmark.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Kingsland Equestrian designs, manufactures, and sells equestrian apparel (breeches, outerwear, show clothes, training and casual wear) and horse gear (boots, rugs, saddle pads, halters) through its direct-to-consumer e-commerce webshop, with global shipping from Denmark. The portfolio spans women's, men's, and junior collections, anchored by the proprietary H.A.X. Shape breeches program and integrated partner technologies (Polygiene, Coolmax, PrimaLoft, Tanatex, iWarm, Swarovski). A dedicated B2B portal serves wholesale and business customers.

Product overview

Kingsland Equestrian is an equestrian apparel and gear brand offering a comprehensive portfolio of clothing and horse equipment. The product line includes ladies', men's, and junior collections with tops (polo shirts, training shirts, sweatshirts, fleece), breeches and tights with full grip and knee grip options, outerwear (jackets, bodywarmers, rainwear), show clothes, and accessories. A distinctive H.A.X. Shape Program offers breeches tailored to different body types (H-Shape, A-Shape, X-Shape). Horse gear encompasses boots, bandages, halters, fly hats, rugs, and saddle pads. Technology partnerships with Polygiene (StayFresh antibacterial), Coolmax (moisture-wicking fabric), PrimaLoft (insulation), Tanatex (insect protection), and Swarovski (crystal embellishments) enhance product performance. The brand operates primarily through its Shopify-powered e-commerce platform with global shipping from Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Kingsland Classic Collection
• Kingsland Ladies Full Grip Breeches
• Kingsland Ladies Knee Grip Breeches
• Kingsland Breeches for Men
• Kingsland Tights
• Kingsland Outerwear for Women
• Kingsland Outerwear for Men
• Kingsland Fleece
• Kingsland Bodywarmers and Vests
• Kingsland Rainwear
• Kingsland Show Clothes
• Kingsland Training Shirts
• Kingsland Polo Shirts and T-Shirts
• Kingsland Sweats and Knits
• KLAdele Riding Gloves
• KLAnnabella Coolmax Socks
• KLAbby Bell Boots
• Kingsland Horse Gear
• Kingsland Junior Collection
• EQUES x Kingsland Collection
• Kingsland Equestrian Gift Card
• Autumn/Winter 2026 Collection - New Arrivals August

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• SwarovskicoreTechnology or IntegrationSwarovski crystals are used to embellish certain Kingsland products, adding premium decorative elements to equestrian apparel and accessories for a luxurious finish.
• TanatexcoreTechnology or IntegrationTanatex provides insect-proof treatment technology for horse gear. Products with this treatment offer cutting-edge insect defense for horses during warmer months.
• PolygienecoreTechnology or IntegrationPolygiene StayFresh technology is used in socks, apparel, and accessories. This antibacterial treatment neutralizes bacteria, prevents spread, keeps products fresher longer, and reduces washing frequency.
• PrimaLoftcoreTechnology or IntegrationPrimaLoft insulation is used in Kingsland outerwear and heated apparel. Provides exceptional warmth with lightweight, down-like performance characteristics.
• Heat iWarmcoreTechnology or IntegrationiWarm heat technology is incorporated into heated apparel products, providing active heating solutions for equestrian riders in cold weather conditions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Kerrits: US-focused women's equestrian apparel brand with strong DTC presence. Directly comparable in women's riding apparel and DTC distribution, though more regionally concentrated in North America.

Direct peers

• Cavalleria Toscana: Italian premium equestrian apparel brand selling rider clothing, breeches, and competition wear with a similar premium DTC and selective retail model. Directly comparable to Kingsland in target customer, pricing tier, and product categories.
• Horseware Ireland: Irish equestrian brand strong in horse rugs, protection, and increasingly rider apparel. Comparable vertical integration across horse gear and rider apparel, with global distribution.
• Samshield: French premium equestrian brand best known for helmets and riding apparel including show coats and breeches. Comparable premium positioning, technology-forward product approach, and rider-focused design language.
• Equiline: Italian equestrian apparel and horse equipment brand with comparable product breadth across rider clothing and horse gear. Similar premium positioning and European design heritage.
• Animo: Italian equestrian apparel brand offering women's, men's, and junior riding clothing at premium price points. Directly comparable in target audience, category focus, and competition-grade positioning.
• Dublin Clothing: Irish equestrian apparel and footwear brand offering riding wear, boots, and casual equestrian clothing. Comparable mid-premium positioning and broad rider-plus-horse product approach.
• Pikeur: Long-established German equestrian apparel brand (now under Horseware) offering breeches, jackets, and competition clothing. Direct competitor with similar product breadth across rider apparel and accessories.

Broad incumbents

• Ariat: Large US-based Western and equestrian apparel/footwear brand with much broader distribution and product range. Not a niche specialist like Kingsland, but a key competitor across equestrian riders in North America and globally.

Emerging players

• B Vertigo: Emerging Italian equestrian apparel brand with comparable focus on rider clothing and design-led aesthetics. Smaller scale than Kingsland but operates in the same premium niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kingslandequestrian
• Instagraminstagram.com/kingslandequestrian
• Xx.com/KingslandEq

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 Kingsland Equestrian