Wanamaker’s
Wanamaker's operates a digital auction platform hosting monthly online Thoroughbred horse auctions in the United States, serving individual buyers and sellers as a US subsidiary of Australian auction house Inglis. The platform offers zero-latency bidding, verification, and Stripe-powered payments.
- Company typePrivate
- Founded2020
- HeadquartersLexington, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wanamaker’s does
Wanamaker's is a US-based digital auction platform for Thoroughbred horses, operating as a subsidiary of the Australian auction house Inglis. Headquartered in Lexington, Kentucky — the heart of the US Thoroughbred industry — the company runs monthly online horse auctions that allow sellers to list horses and buyers to bid remotely, eliminating the geographic and seasonal constraints of traditional sales grounds. The platform supports a 3-week entry window followed by a 6-day live auction, with bidding closing at 2pm EST, and includes proprietary zero-latency bidding technology, a bidder verification system, multi-listing management for consignors, and automated invoice generation.
The technology stack is built around real-time auction infrastructure with payments and seller payouts processed through Stripe. Wanamaker's monetizes via a $300 flat listing fee per horse and a tiered commission: 5% on completed sales, reduced to 3.5% for sales of $100,000 or more, and 0% on RNA (Reserve Not Asked) lots. The target customer is the horizontal market of US Thoroughbred buyers and sellers — primarily individuals, breeders, and small operations — seeking an alternative to seasonal physical auctions and private treaty sales.
Founded in 2020 with 11-50 employees, the company leverages its parent Inglis's decades of Thoroughbred auction expertise and reputation to compete in a niche but high-value vertical. The strategic positioning emphasizes year-round liquidity, nationwide buyer reach, lower transaction friction, and reduced stress on horses compared to traditional sales environments. No funding rounds, revenue figures, or enterprise customer concentration are publicly disclosed, and the company has not announced major M&A, leadership changes, or product expansions beyond its core monthly auction product.
Wanamaker’s firmographics
Firmographics- Name
- Wanamaker’s
- Legal name
- Inglis Digital USA
- Website
- https://wanamakers.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wanamaker's operates a digital auction platform hosting monthly online Thoroughbred horse auctions in the United States, serving individual buyers and sellers as a US subsidiary of Australian auction house Inglis. The platform offers zero-latency bidding, verification, and Stripe-powered payments.
- Ownership category
- akta.pro rank
Wanamaker’s industry classification
Industry- Product category
- Online Thoroughbred Auctions
- NAICS
- Securities and Commodity Exchanges (523210)
- akta.pro primary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where Wanamaker’s is headquartered
LocationHeadquarters
- HQ city
- Lexington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wanamaker’s business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Listing Fees: Sellers pay a flat $300 fee to list a horse for sale on the platform
- Sales Commission: Platform charges 5% commission on completed sales, reduced to 3.5% for sales of $100,000 or more. No commission charged on RNA (Reserve Not Asked) items
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard listing with commission |
Go-to-market motion1 record
Distribution channels1 record
Wanamaker’s product offering
Product offeringCore offering
Wanamaker's operates an online Thoroughbred auction platform that hosts monthly auctions enabling buyers and sellers to trade horses year-round. The platform features a 3-week entry period followed by a 6-day live auction window, with zero-latency bidding technology, bidder verification, multi-listing management tools for sellers, automated invoice generation, and Stripe-powered payment processing for secure transactions.
Product overview
Inglis Digital USA operates as a digital auction platform offering monthly online Thoroughbred auctions. The core product is the Monthly Online Thoroughbred Auctions platform, which supports zero-latency bidding technology, bidder verification, multi-listing management, and automated invoice generation and payments. The platform enables year-round trading with a 3-week entry period followed by a 6-day live auction, using Stripe for secure payment processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Monthly Online Thoroughbred Auctions Year-round monthly online auctions for Thoroughbred horses in the United States. Sellers list horses for a flat $300 fee, buyers browse the catalog, schedule in-person inspections, bid in real-time, and complete payment via Stripe. The platform includes zero-latency bidding technology, bidder verification, multi-listing management for sellers, and automated invoice generation. Bidding concludes at 2pm EST.
Companies that use Wanamaker’s
Customer profileSegments1 record
Ideal customer profiles1 record
Wanamaker’s technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Wanamaker’s partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StripecoreStripe powers payment processing and secure proceed payouts for all transactions on the Inglis Digital USA platform. Stripe is described as an industry leader in payment security and convenience, serving companies like Uber, Amazon, and DoorDash.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Wanamaker’s competitors and assessment
Company assessmentBroad incumbents
- Fasig-Tipton: One of the two major U.S. thoroughbred auction houses, with sales in Kentucky, Maryland, New York, and Florida. Comparable to Wanamaker's because it sells the same asset class (Thoroughbreds) to the same buyer pool, but operates on a traditional seasonal physical-auction model rather than monthly online auctions.
- Keeneland Association: Historic Lexington, KY thoroughbred auction house operating seasonal sales of yearlings, breeding stock, and horses of racing age. Directly comparable because it is the dominant U.S. venue Wanamaker's is disrupting with a year-round digital model, but it is a much larger, traditional sales-ground incumbent.
Direct peers
- Inglis: Australian parent company of Wanamaker's, operating as one of the leading Southern Hemisphere thoroughbred auction houses with both physical and digital sale formats. The closest direct comparable because it runs an identical online-auction model (Inglis Digital) in Australia and is the strategic owner of Wanamaker's U.S. operations.
- Equine.com: Long-running online horse marketplace for buying and selling horses of all breeds through classified listings rather than timed auctions. Comparable to Wanamaker's because it serves the same buyer/seller segments online, though its model is listing-based rather than auction-based and is broader than just Thoroughbreds.
- DreamHorse.com: Online horse marketplace with classified listings and auction-style sale formats covering multiple breeds. Comparable to Wanamaker's because it is a digital horse-trading venue for the same customer base, but it operates as a general horse listing site rather than a curated monthly Thoroughbred auction.
- HorseClicks: Online horse marketplace operating across North America for buying and selling horses via classified ads and trailered sale features. Comparable to Wanamaker's because it is a digital horse marketplace serving similar buyers and sellers, though without the structured monthly live-auction format.
- HippoAuctions: Online timed-auction platform focused on horses, with scheduled sale windows and a national buyer base. Directly comparable to Wanamaker's because it runs online horse auctions in a similar format and competes for the same digital-first Thoroughbred and sport-horse buyers and sellers.
Others
- BloodHorse: Long-standing Thoroughbred industry publication, data provider, and marketplace host in the U.S. bloodstock ecosystem. Comparable to Wanamaker's because it serves the same Thoroughbred buyer/seller audience and operates a horse-sales marketplace alongside editorial coverage, though its primary role is media rather than auctioneering.
Regional players
- Tattersalls: U.K.-based thoroughbred auction house and the largest bloodstock auctioneer in Europe. Comparable to Wanamaker's because it sells the same Thoroughbred asset class to a global buyer pool, but it operates in a different geography and primarily through traditional physical sales rather than monthly online auctions.
- Arqana: French thoroughbred auction house selling yearlings, breeding stock, and horses-in-training, with a hybrid physical and online offering. Comparable to Wanamaker's because it sells Thoroughbreds through auction formats, but its primary market is Europe rather than the U.S.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wanamaker’s social profiles
Digital presenceWanamaker’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wanamaker’s leadership team
Management profileNumber of profiles
Wanamaker’s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wanamaker’s 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 Wanamaker’s
What does Wanamaker’s do?
Wanamaker's operates an online Thoroughbred auction platform that hosts monthly auctions enabling buyers and sellers to trade horses year-round. The platform features a 3-week entry period followed by a 6-day live auction window, with zero-latency bidding technology, bidder verification, multi-listing management tools for sellers, automated invoice generation, and Stripe-powered payment processing for secure transactions.
Is Wanamaker’s a public or private company?
Wanamaker’s is a private company. It is classified as unknown and is currently operating.
When was Wanamaker’s founded?
Wanamaker’s was founded in 2020. It employs 11 to 50 people.
Where is Wanamaker’s based?
Wanamaker’s is headquartered in Lexington, United States, in the North America region.
How does Wanamaker’s make money?
Two revenue lines are on record. Listing Fees are the primary driver. The others are sales Commission.
Who are Wanamaker’s's main competitors?
Broad incumbents on record are Fasig-Tipton and Keeneland Association. Direct peers are Inglis, Equine.com, DreamHorse.com, HorseClicks and HippoAuctions. BloodHorse is listed as an others. Regional players are Tattersalls and Arqana.
Does Wanamaker’s have an API?
No public API is recorded for Wanamaker’s.
What industry is Wanamaker’s in?
Wanamaker’s's product category is Online Thoroughbred Auctions. Its primary akta.pro industry code is CRAFAAAC, Auction-based Generalist Marketplaces. Its NAICS code is 523210.