Jeremy Rudge Saddlery

What Jeremy Rudge Saddlery does

Jeremy Rudge Saddlery Ltd. is a private UK saddlery founded in 1989 and headquartered in Aldridge, Walsall — described as the home of the UK's saddle making industry. The company designs, manufactures, and fits handmade English saddles across Dressage/Icelandic, Jumping/Eventing, Endurance, and General Purpose disciplines, alongside the patented Advantage Girth and related accessories (sheepskin pads, leather pads, martingale attachments). Its core technical philosophy is tree-first: the internal frame is selected to match the breed, width, length, girth, and 'true drop' of each horse, with the seat created via a webbing process resembling a tight hammock. The company holds a granted UK patent on the Advantage Girth's 8-way flexion design (Patent No. 2 585 091) and has a pending application on the Free Motion Panel system (Pat App No. 2208720.9).

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce (with online ordering of the Advantage Girth at £235 and a hire/trial scheme) and a worldwide network of saddle fitters who conduct on-site fitting, flap measurement during factory visits, and after-sales support. Customers can visit the factory during manufacture for precise flap measurements, and a saddle registration programme supports post-purchase service. Saddle pricing is not publicly disclosed as each saddle is made-to-measure; the only transparent pricing is on the Advantage Girth and its accessories. The company markets via its own website, Instagram, and Facebook, and is actively recruiting stockists to broaden girth distribution.

Revenue mechanics rest on three streams: custom made-to-measure saddles (one-off premium transactions), saddle accessories including the Advantage Girth (repeatable unit sales), and saddle fitting services delivered through the fitter network. End customers are predominantly individual equestrians across multiple disciplines and geographies, served through a small workforce (11–50 employees) with no disclosed institutional investors, parent company, or external funding.

Name

Jeremy Rudge Saddlery

Legal name

Jeremy Rudge Saddlery Ltd.

Website

https://jeremyrudgesaddlery.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Jeremy Rudge Saddlery Ltd. is a UK-based, private handmade English saddle manufacturer founded in 1989 in Walsall, making made-to-measure Dressage, Jumping, Endurance and GP saddles plus the patented Advantage Girth, sold direct-to-consumer and via a worldwide saddle fitter network serving individual equestrians.

Ownership category

akta.pro rank

Headquarters

HQ city

Walsall

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Made-to-Measure Saddles: Handmade saddles in Dressage, Jumping, Eventing, Endurance and General Purpose categories. Each saddle is made to measure for individual horse and rider combinations.
2. Saddle Accessories and Girths: Sale of Advantage Girth and related accessories including sheepskin pads, leather pads, and martingale attachments.
3. Saddle Fitting Services: Saddle fitting and after-sales support services provided by fitters located worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Jeremy Rudge Saddlery manufactures handmade English saddles made-to-measure for individual horse and rider combinations across Dressage/Icelandic, Jumping/Eventing, Endurance, and General Purpose categories. The company also produces the patented Advantage Girth and ancillary accessories (sheepskin pads, leather pads, martingale attachments), supported by a worldwide network of saddle fitters who provide on-site fitting and after-sales service.

Product overview

Jeremy Rudge Saddlery is a manufacturer and fitter of high quality, handmade English saddles based in Walsall, England. Their product portfolio includes Dressage/Icelandic, Jumping/Eventing, Endurance, and GP/Endurance saddles—each made-to-measure and customizable with various models, knee blocks, flaps, straps, gussets, and leather options (Cognac Hide, Black Hide, Brown Hide, Nubuck, Heritage Full Grain, Buffalo Full Grain, Mellow Print). The company's core differentiator is their tree-first philosophy, where the internal frame is selected to match the breed and type of horse. Beyond saddles, they offer the Advantage Girth—a patented 8-way flexion product (Patent No. 2 585 091) that enhances horse comfort and performance. All products are entirely handmade, and the company provides fitting services worldwide through their network of saddle fitters.

Differentiator

Problem solved

Functional benefit

Products and services

• Dressage / Icelandic Saddle Made-to-measure handmade English saddles designed for dressage and Icelandic riding disciplines, available in Traditional, Mono, Elegance, Classic 45, Contour, and Icelandic models with options for high, medium, or low withered horses. Sold to individual equestrian riders through direct website and worldwide fitter network.
• Jumping / Eventing Saddle Made-to-measure handmade English saddles designed for jumping and eventing disciplines, available in GP, Knee and Calf Blocks, Jumping Banana Long, and Jumping No.2, No.3, and No.4 models. Sold to individual riders requiring secure leg position and stability during jumping and cross-country.
• Endurance Saddle Made-to-measure handmade English saddles designed for endurance riding, available in Endurance Full Panel, Endurance Lite, Endurance Banana Long, and Endurance No.4 models. Now available with the patent-pending Free Motion panel system for extended riding comfort and horse welfare during long distance events.
• Advantage Girth Innovative 8-way flexion patented girth (Patent No. 2 585 091) designed to increase horse comfort, improve cadence, and provide even weight distribution through biomechanically tested design. Available in Standard and Slim sizes with leather or sheepskin pad options and optional martingale attachments. Sold to individual equestrian riders.
• Saddle Fitting and After-Sales Service Professional saddle fitting, checking, and after-sales support provided by master saddlers and experienced fitters located worldwide, including dedicated fitter coverage of UK and Europe (Amy Downing). Includes on-site fitting, factory visits during manufacture, and ongoing maintenance support for made-to-measure saddles.

Quantifiable outcome

• Computer analysis confirms Advantage girth reduces significantly the time taken to complete a stride while increasing forward movement - indicating horse comfort improvement

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cavaletti: Premium equestrian brand offering saddles and complementary tack including girths. Comparable on premium positioning, multiple discipline coverage (dressage/jumping/endurance), and accessory/tack bundling strategy.
• Amerigo: Italian manufacturer of premium dressage, jumping, and endurance saddles with biomechanical design philosophy. Comparable on premium positioning, endurance discipline coverage, and biomechanically informed panel design.
• Fairfax Saddles: British maker of made-to-measure saddles with patented tree and panel technology. Directly comparable on handmade construction, girth/accessory adjacencies, and biomechanically informed design.
• Prestige Italia: Italian premium saddle manufacturer offering dressage, jumping, and eventing models with strong customisation. Comparable on handmade premium positioning and international distribution through fitters.
• Frank Baines Saddlery: Walsall-based handmade English saddle maker serving dressage, jumping, and eventing. Directly comparable on UK heritage manufacturing, handmade construction, and made-to-measure customer model.
• Albion Saddlemakers: UK-based manufacturer of high-end handmade English saddles covering dressage, jumping, and eventing. Highly comparable to Jeremy Rudge on bespoke craftsmanship, premium positioning, and made-to-measure customer model.

Broad incumbents

• Bates Saddles: Mass-to-premium saddle brand with Wintec sister line, offering dressage, jumping, and eventing models. Comparable product categories and girth/accessory adjacencies, but positioned at higher volume and lower price points than Jeremy Rudge.
• Stubben: Long-established German premium saddle brand with broad equestrian product portfolio. Comparable on premium positioning and global fitter distribution but operates at significantly larger scale and wider product breadth.
• Thorowgood Saddles: UK-based saddle maker offering changeable gullet systems across dressage, jumping, and eventing. Comparable on UK base and girth/accessory adjacencies, though positioned as a more accessible, adjustable alternative to fully bespoke makers.
• Pessoa Saddlery: Recognised brand in jumping and eventing saddles with international distribution. Comparable target customer (show jumping/eventing riders) and girth/accessory adjacencies, though positioned more broadly than Jeremy Rudge's bespoke niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Jeremy-Rudge-Saddlery-Ltd-239561819501295
• Instagraminstagram.com/jeremyrudgesaddlery
• LinkedInlinkedin.com/company/jeremy-rudge-saddlery-ltd

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 Jeremy Rudge Saddlery