CWD Sellier

What CWD Sellier does

CWD Sellier is a French designer and manufacturer of custom-made saddles and equestrian tack, founded in 1998 and headquartered in Nontron, France. The company sells under premium positioning — new custom saddles list between $6,165 and $8,855 — and operates a 501–1,000-employee organization with direct distribution and saddle-fitting offices in more than 50 countries, including wholly-owned subsidiaries such as CWD Deutschland GmbH and field offices in Wellington, Florida and the United Kingdom.

The company's product platform rests on proprietary saddle-tree engineering, notably the Dynamick carbon/Kevlar tree and the Optim composite wood tree, which underpin claims of lightweight performance and biomechanical fit. Beyond custom saddles, CWD extends into adjacent product lines including the FlexMotion saddle range, The One bridle collection (co-developed with world #1 show jumping and dressage riders), and the Sport Color customization service, and supports these with demo and pre-owned saddle programs plus a rental/lease service targeting amateur riders.

CWD's go-to-market model combines a field network of saddle-fitting experts who fit and service horses and riders in person with direct e-commerce and demo channels. The brand is owned by the Lim Group, a diversified French conglomerate, which provides capital and corporate infrastructure for international scaling. Revenue is generated primarily through unit sales of high-priced custom saddles, supplemented by tack (bridles), pre-owned and demo saddle resale, and an emerging rental/lease stream, with no disclosed reliance on a single end customer.

Name

CWD Sellier

Legal name

CWD Sellier

Website

https://north-america.cwdsellier.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

CWD Sellier is a French manufacturer of custom-made premium saddles and equestrian tack, serving individual riders, sponsored elite athletes, and distributors across more than 50 countries from its Nontron headquarters under Lim Group ownership.

Ownership category

akta.pro rank

Product category

Equestrian Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Leather & Leather Products (3100)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

Keywords

• Custom-made saddles
• Equestrian tack
• Jumping saddles
• Dressage saddles
• Horse riding equipment

Headquarters

HQ city

Nontron

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom-made Saddles: New made-to-measure saddles sold at premium prices ($6,165-$8,855 USD). Includes jumping, dressage, cross-country, and hunter disciplines. 2GS, Optim, and Classic ranges available.
2. Pre-owned Saddles: Certified pre-owned saddles with 15-day trial and free shipping. Discounted from original prices, selling brands including CWD, Voltaire, Schleese, and others.
3. Demo Saddles: Demonstration saddles from trade shows or minimal test rides offered at discounts up to 30% off original price. 15-day trial with free delivery and return.
4. Tack & Accessories: Bridles, girths, horse boots, stirrup leathers, pads, care products, and textiles. Price range $35-$935 for bridles, $155-$710 for girths.
5. Saddle Lease/Rental Service: Saddle rental program with 12, 24, or 36-month terms. Starting at $71/month. Available in US and Canada. Includes theft coverage options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

CWD Sellier manufactures and distributes custom-made (made-to-measure) saddles for jumping, hunter, dressage, and cross-country disciplines, featuring proprietary Dynamick® carbon Kevlar and Optim composite tree technologies. The company also sells equestrian tack and accessories including bridles, girths, horse boots, stirrup leathers, pads, and leather care products, alongside pre-owned saddles, demo saddles, and a 12-36 month saddle rental/lease program.

Product overview

CWD Sellier is a premium equestrian equipment company specializing in made-to-measure and used saddles, tack, and accessories for horse riders. The core product portfolio centers on high-end saddles including the Dynamick® line (featuring carbon Kevlar tree technology), Optim line (wooden-frame with polypropylene seat), and specialized discipline saddles for Jumping, Hunter, Dressage, and Cross-country/Monoflap disciplines. The product ecosystem extends to comprehensive tack offerings encompassing bridles, girths, horse boots, stirrup leathers, breastplates, martingales, reins, halters, training aids, and vaulting equipment. CWD differentiates through premium sub-brands including 'The One' collection (bridles designed with world number ones), 'Sport Color' personalization service (19 color customization), and 'FlexMotion' ergonomic product line. The company operates secondary markets for demo and pre-owned saddles, offers saddle rental services (12-36 month leases), and provides free saddle trial experiences. Additional offerings include leather care products, rider apparel, saddle pads (FITTING and COMFORT lines), and an outlet clearance section.

Differentiator

Problem solved

Functional benefit

Brands

• Hunter: Collection of hunter-specific saddles and tack equipment designed for the hunter discipline, featuring elegant and traditional styling.
• FlexMotion
• Sport Color
• The One
• Mademoiselle
• CWD Outlet

Products and services

• 2Gs Mademoiselle High-performance made-to-measure jumping saddle with Dynamick tree technology, specifically designed for women's morphology with wide seat and foam at ischial level for pelvis free-up.
• 2Gs Jumping Saddle High-performance made-to-measure jumping saddle combining composite materials with carbon Kevlar tree backbone for optimal close contact and pressure distribution.
• Optim Saddle Iconic made-to-measure saddle with wooden-frame tree and polypropylene seat offering unrivalled precision and comfort through its unique saddle tree characteristics.
• Classic Kids Saddle Exclusively designed made-to-measure saddle for young riders, perfectly adapted to their morphology with small knee and calf blocks.
• Dressage Saddle (German Influence) Deep monoflap made-to-measure dressage saddle providing optimum close contact feeling and real comfort while maintaining correct rider pelvis alignment.
• Dressage Saddle Single-flap made-to-measure dressage saddle with integrated three-point girthing system providing close contact and lightness with semi-rigid inclined knee blocks.
• Cross Country Saddle Single-flap made-to-measure eventing saddle ensuring optimal leg contact, real comfort, and correct rider pelvis position with mono-flap design.
• 2Gs Hunter Mademoiselle Revolutionary made-to-measure hunter saddle designed with partner riders, featuring buffalo leather lining and tone-on-tone stitching.
• Hunter Collection Collection of hunter-specific saddles and tack equipment designed for the hunter discipline, featuring elegant and traditional styling and honoring 18th century English tradition.
• The One Collection Bridles Custom-made premium bridles designed in collaboration with world-number-one riders including McLain Ward, Scott Brash, Kent Farrington, Kevin Staut, and others, featuring their preferences and innovations.
• Sport Color Customization Personalization service allowing customization of equipment including saddles, boots, bridles, girths, pads, and halters with 19 color options.
• FlexMotion Product Line Ergonomic product line combining biomechanics and innovation for comfort and performance, with flexible design following horse movements.
• Bridles Full range of bridles including anatomic, ergonomic, and French noseband styles with various headpiece and noseband options, plus bridle parts.
• Girths Saddle girths including contact, belly guard, dressage, endurance, and FlexMotion options with various lining and strapping configurations.
• Horse Boots Tendon and fetlock boots with velcro or buckle options, available with artificial sheepskin, calfskin, or neoprene lining.
• Stirrup Leathers Stirrup leathers including nylon-lined, dressage, So Jump, and Hunter Stability options for rider comfort and stability.
• Training Aids Training equipment including gogue, Free Jump, rope and leather draw reins for horse training and rider assistance.
• Vaulting Equipment Vaulting surcingles, girths, pads, foam, lunge lines, draw reins, and side reins designed for the vaulting discipline.
• Breastplates and Martingales Bridge breastplates and martingales including running, bib, and elastic options for horse control and saddle positioning.
• Reins Rubber, web, and leather reins with various options including loops, stoppers, and fancy stitching.
• Halters Stable halters with anatomically shaped headpiece and removable throatlash for horse comfort.
• Saddle Pads Jumping and dressage saddle pads with withers fit and padding adapting to various morphologies, including the redesigned FITTING pad with 3D mesh and the COMFORT pad for sensitive horses.
• Leather Care Products Leather maintenance products including glycerine soap for daily cleaning and conditioner for monthly nourishment.
• Apparel and Textiles Polo shirts, jackets, caps, socks, and bags featuring breathable DryTech fabric and waterproof materials.
• Pre-Owned Saddles Certified pre-owned saddles available in jumping, dressage, cross-country, and endurance categories with 15-day trial and free shipping, including CWD, Voltaire, Schleese, Renaissance, County, and other brands.
• Demo Saddles New saddles produced for trade shows or used during test rides, offered at discounts up to 30% off original price with 15-day trial and free delivery and return.
• Saddle Rental Service Lease service offering 12, 24, or 36-month options for CWD saddles with theft coverage and warranty options. Starting at US$71/month. Available in US and Canada, including a 12-month rental option for minors with express production.
• Saddle Trial Service Free test ride service with CWD sports saddle experts bringing multiple saddle models to the rider's location with no purchase obligation.
• CWD Outlet Reduced price products from old collections with slight cosmetic defects, including boots, girths, reins, and training aids.

Quantifiable outcome

• Up to 30% discount on demo saddles
• +1 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Stubben: Stubben is a long-established German saddle maker with a wide international distribution network across jumping, dressage, and eventing. It overlaps with CWD in product category but operates as a broader incumbent with deeper dealer penetration and more diversified price tiers.
• Hermès (Grooming & Equestrian): Hermès's leather and saddlery division (including the historic Saddlery and Horse Leather Goods business) competes at the ultra-premium end of the equestrian equipment market with custom saddles, bridles, and leather tack. It operates as part of a broader luxury conglomerate rather than as a saddle specialist.

Direct peers

• Butet: Butet is a French heritage saddle manufacturer known for premium custom saddles in jumping and dressage. The two companies share the made-to-measure model, French craftsmanship positioning, and elite rider customer base.
• Antares Sellier: Antares Sellier is a French custom saddle maker serving the same elite jumping, dressage, and eventing segments at comparable premium price points. Both companies are French-founded, serve international show jumping professionals, and emphasize bespoke fitting.
• Voltaire Design: Voltaire Design is a French-based maker of custom-made premium saddles with comparable price points and a parallel focus on jumping, dressage, and hunter disciplines. CWD itself resells Voltaire saddles through its pre-owned program, underscoring their direct overlap in product category, customer, and pricing tier.
• Devoucoux: Devoucoux is a premium French saddle maker offering made-to-measure jumping, dressage, and eventing saddles at comparable price points. Both companies target elite competitive riders, sponsor top show jumping athletes, and operate globally with similar DTC and dealer channels.
• Prestige Italia: Prestige Italia is an Italian premium saddle manufacturer producing custom jumping and dressage saddles with similar materials (leather, advanced tree construction). It competes head-to-head with CWD in the elite European show jumping market and shares the made-to-measure business model.
• Schleese: Schleese is a Canadian saddle maker specializing in custom-fitted saddles, particularly strong in the North American market. CWD itself resells Schleese saddles via its pre-owned program, confirming direct overlap in product, geography, and customer profile.
• Pessoa Saddles: Pessoa is a well-known English brand of jumping and eventing saddles with strong North American distribution. While slightly more accessible than CWD, it competes in the same elite show jumping rider segment and shares the rider-endorsement-led brand-building approach.

Others

• Lim Group (parent): Lim Group is the parent conglomerate of CWD Sellier and also owns other equestrian brands. It is comparable as the holding entity that shapes CWD's strategic context, capital allocation, and potential exit path rather than as a direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CWDSellier
• Facebookfacebook.com/CWDEUR
• LinkedInlinkedin.com/company/cwd-usa

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 CWD Sellier