Horse & Green

What Horse & Green does

Horse & Green (legal entity: Horse&Green S.R.L.) is an Italian online equestrian retailer headquartered in Brescia, Italy, operating the direct-to-consumer e-commerce platform horse-green.com. The platform carries more than 15,000 articles of equestrian apparel, footwear, accessories, horse tack, stable supplies, and riding safety equipment sourced from over 200 brands, with authorized retailer and showcase relationships spanning premium French saddle makers (Butet, CWD Sellier), Italian and European apparel brands (Cavalleria Toscana, Sergio Grasso, Equiline, Parlanti Roma), helmet specialists (KEP Italia, Charles Owen, KASK, Samshield), and lifestyle-licensed collections (Tommy Hilfiger Equestrian). The storefront is available in five languages (Italian, English, German, Spanish, French) with worldwide shipping, and the company also offers WhatsApp direct ordering and an on-site custom saddle fitting service where a Saddle Fitter visits customer stables.

Underlying technology is a standard multilingual e-commerce platform with conventional payment integrations (Mastercard, Visa, American Express, PayPal, Maestro), social login (Google, Facebook), WhatsApp messaging for direct orders and customer service, and a small private-label product line (Horse&Green detangling and shine sprays). The catalog is horizontally segmented across rider (women, men, junior), horse equipment, saddles (new, used, custom), and stable management categories.

The business model is one-time direct retail sales of equestrian merchandise through the owned storefront, with unit prices ranging from approximately €2 (small accessories) to €5,840+ (premium custom saddles), free shipping on orders above €100, cash-on-delivery availability, and a 15-day free return policy. A loyalty program targets repeat customers. There is no disclosed revenue figure, no external funding rounds, no M&A activity, no executive leadership information, and no certifications or regulatory disclosures in the source data; the company appears to be independently owned and operating status is active.

Name

Horse & Green

Legal name

Horse&Green S.R.L.

Website

https://horse-green.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Horse & Green is an Italian direct-to-consumer e-commerce retailer selling 15,000+ equestrian products across 200+ brands — including premium Butet and CWD saddles — to individual riders, horse owners, and stable operators, primarily in Europe, via a multilingual storefront with worldwide shipping.

Ownership category

akta.pro rank

Headquarters

HQ city

Desenzano Del Garda

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct retail sales of equestrian equipment and apparel through online storefront. Customers purchase products at listed prices with standard transaction processing. Revenue generated from one-time product purchases across categories including clothing, footwear, horse equipment, saddles, and stable supplies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Horse & Green operates a multi-brand online equestrian retail store (Horse&Green S.R.L.) selling more than 15,000 articles across rider apparel, footwear, helmets, horse tack (saddles, bridles, bits, blankets, protections), horse care consumables, and stable equipment sourced from 200+ premium brands including Butet and CWD. The platform supports five languages with worldwide shipping and offers a custom on-site saddle fitting service where an expert saddle fitter visits customer stables.

Product overview

Horse & Green is an online equestrian retail platform operating as a multi-brand e-commerce marketplace. The core offering consists of the Horse & Green e-commerce platform serving women, men, and junior riders with over 15,000 articles. The product portfolio includes own-brand Horse&Green grooming products (detangling spray, shine spray), premium saddle brands (Butet French saddles and CWD French saddles), used/demonstration saddles, full equestrian clothing lines, horse tack and equipment (bridles, reins, bits, rugs, protections), horse care consumables, stable equipment, riding helmets (KEP Italia, Charles Owen, KASK, Samshield), body protectors/airbags, and a Gift Card service. The company also offers a custom saddle fitting service where expert Saddle Fitters visit stables. Key brands carried include Butet, CWD, KEP Italia, Tommy Hilfiger Equestrian, Equiline, Cavalleria Toscana, Freejump, Waldhausen, Kentucky, Veredus, and over 150 other equestrian brands.

Differentiator

Problem solved

Functional benefit

Brands

• Horse&Green: Private label detangling and shine spray product for horse tail and mane care

Products and services

• Custom Saddle Fitting Service

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Butet SaddlesflagshipChannel Partner/ Reseller/ DistributorHorse & Green is an authorized retailer and showcase for Butet saddles, a premium French saddle manufacturer. The company offers custom saddle fitting services where their expert Saddle Fitter visits customer stables. Featured prominently with dedicated Butet section and custom saddle landing page.
• CWD SellierflagshipChannel Partner/ Reseller/ DistributorAuthorized retailer for CWD saddles with dedicated product sections. CWD (CWD Sellier) is a premium French saddle brand featured with exclusive showcase section and custom saddle consultation services.
• KEP ItaliacoreChannel Partner/ Reseller/ DistributorFeatured partner with dedicated brand page showcasing KEP Italia equestrian helmets including Chrome 2.0, eLight Carbon, and Vanity models. Regular new product spotlights and promotional features.
• Tommy Hilfiger EquestriancoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Tommy Hilfiger Equestrian collection featuring seasonal collections including Spring/Summer 2026 line. Dedicated brand section with featured products.
• Cavalleria ToscanacoreChannel Partner/ Reseller/ DistributorFeatured Italian brand partner with dedicated showcase and featured products in promotional sections. Regular promotional features including sales highlights.
• Sergio GrassocoreChannel Partner/ Reseller/ DistributorFeatured brand partner with dedicated brand page and promotional spotlight on homepage carousel.
• Parlanti RomaminorChannel Partner/ Reseller/ DistributorItalian equestrian boot and accessory brand featured with dedicated brand page.
• EquilinecoreChannel Partner/ Reseller/ DistributorFeatured brand partner with regular product features including helmets, reins, and equestrian accessories. Dedicated brand section available.
• Dada Sport ParisminorChannel Partner/ Reseller/ DistributorFeatured on homepage carousel with dedicated brand showcase.
• EquestrominorChannel Partner/ Reseller/ DistributorFeatured partner with dedicated brand news section and product features. Regular promotional features.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Horze International: Pan-European online equestrian retailer headquartered in the Netherlands, carrying apparel, tack, and rider accessories across multiple brands — directly comparable business model and category mix to Horse & Green.
• Riding Warehouse: US-based online equestrian retailer specializing in apparel, helmets, boots, and saddles from multiple premium brands — directly comparable multi-brand equestrian e-commerce business.
• Cheval-Sport / Equestrian-Sport: French online equestrian retailer carrying apparel, tack, and saddlery from multiple brands — direct European competitor in the same multi-brand e-commerce niche.
• Krämer Pferdesport: One of Europe's largest equestrian retailers (Germany), offering riding apparel, saddles, and stable supplies through both stores and online — competes head-on with Horse & Green in multi-brand equestrian e-commerce.
• SmartPak Equine: US multi-category equestrian retailer and supplement brand with strong direct-to-consumer e-commerce, comparable to Horse & Green's blend of marketplace and owned-brand strategy.
• Agradi: Dutch equestrian online retailer selling apparel, boots, saddles, and stable supplies — a direct European peer with overlapping brand portfolio and customer base.
• Derbyhouse: Italian equestrian retail chain with strong online presence, selling rider apparel, saddles, and tack — a direct home-market peer to Horse & Green in Italy.

Others

• Cavalleria Toscana: Premium Italian equestrian apparel brand that is both a Horse & Green supplier-partner and a competitor in the high-end rider apparel segment — broader brand-vs-retailer peer comparison.
• Equiline: Italian equestrian apparel and equipment brand, similarly both a partner and indirect competitor to Horse & Green in premium rider apparel and accessories.

Broad incumbents

• Dover Saddlery: Largest specialty equestrian retailer in the US with broad assortment of apparel, tack, and saddles — comparable category breadth though primarily North America-focused and historically store-based.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SelleriaHorsegreen

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 Horse & Green