Equine Management

What Equine Management does

Equine Management Limited is a UK-based B2B wholesale distributor of equestrian products headquartered in Framfield, Uckfield, East Sussex. Founded in the late 1990s by Stephen Biddlecombe after two decades of international equestrian competition, the company operates as a multi-brand portfolio business combining proprietary own-brand products with exclusive UK distribution rights for leading international equestrian brands.

The company's product portfolio spans four proprietary sub-brands (Stephens Leatherwork hand-made in Walsall, England using English leather; Stephens Sheepskin manufactured in Europe using Australian lambswool; Stephens Polo; and Gel-Eze, the original gel accessory product invented by Biddlecombe in the early 2000s and manufactured in Italy with non-toxic, washable, impact-absorption properties) alongside exclusive distribution agreements for Bombers Bits (South Africa, since 2009), Cowboy Magic, Mane n' Tail, Absorbine, Exhibitor Labs, Weaver, Flair Strips, and Royal Rider. Products cover leatherwork bridles and accessories, sheepskin saddle pads and numnahs, gel technology impact-absorption pads, equestrian bits, grooming products, and stable/field equipment.

The business model is wholesale distribution to trade retailers exclusively, with no minimum first retail orders, express delivery, and a personal service approach. The company sells to UK and European equestrian retailers and distributes Gel-Eze products to over 35 countries worldwide. Direct-to-consumer sales are handled through a separate entity (worldwidetack.com). The company is founder-owned with 11-50 employees, no institutional investment, and no disclosed revenue figures.

Name

Equine Management

Legal name

Equine Management Limited

Website

https://equineman.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Equine Management is a UK-based B2B wholesale distributor of equestrian products, serving trade retailers in the UK, Europe, and 35+ countries worldwide. It combines proprietary brands (Stephens leatherwork, Gel-Eze gel technology) with exclusive UK distribution rights for leading international equestrian brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Framfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Distribution: Equine Management operates as a UK-based wholesaler of equestrian products, distributing a wide range of products to trade retailers. The company develops and distributes own-brand products (Stephens, Gel-Eze) and holds exclusive UK distribution rights for third-party brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Equine Management is a UK-based B2B wholesaler that develops and distributes equestrian products to trade and retail accounts. The company sells its own proprietary brands (Stephens Leatherwork, Stephens Sheepskin, Stephens Polo, and Gel-Eze) and holds exclusive UK distribution rights for premium international brands including Bombers Bits, Cowboy Magic, Mane n' Tail, Absorbine, Exhibitor Labs, and Weaver. Products cover leatherwork bridles, sheepskin saddle pads, gel-technology impact-absorption pads, bits, grooming products and polo equipment.

Product overview

Equine Management is a UK-based equestrian products wholesaler founded in the late 1990s by Stephen Biddlecombe. The company operates as a multi-brand portfolio distributor with proprietary sub-brands (Stephens Sheepskin, Stephens Leatherwork, Stephens Polo, and GEL-EZE) and exclusive distribution agreements for third-party brands (Bomber Bits since 2009, Cowboy Magic, Mane 'n Tail, Absorbine, Exhibitor Labs, Weaver). The product portfolio spans sheepskin saddle pads and numnahs, leatherwork bridles and accessories, gel technology impact-absorption pads, equestrian bits, grooming products (shampoos, conditioners, detanglers), and stable/field equipment. The company distributes to UK, Europe and worldwide retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Stephens: Own brand of quality leatherwork including bridles and accessories. Hand made in the UK using finest English leather. Trusted by riders for over 20+ years.
• Stephens Sheepskin
• Stephens Polo
• Gel-Eze

Products and services

• Stephens Sheepskin range Premium sheepskin equestrian products manufactured in Europe using Australian lambswool, including saddle pads, numnahs, saddlecloths and accessories trusted by professionals for over 20 years. Sold wholesale to equestrian retailers under the Stephens own brand.
• Stephens Leatherwork range Own-brand bridles and leatherwork accessories hand-made in the UK using the finest English leather from Walsall, trusted by riders of all levels for over 20+ years. Sold wholesale to equestrian retailers.
• Stephens Polo range Polo equipment division offering innovatively designed polo bits, UK-made leatherwork, stirrups and polo boots used by top professionals worldwide. Sold wholesale to polo and equestrian retailers.
• Gel-Eze gel accessories range Original gel accessory product line for equestrian use offering impact-absorption qualities in gel form; non-toxic, washable, reusable and environmentally friendly, made in Italy. Includes saddle pads, non-slip pads, wither pads, under bandages and the Gelee Fish saddle pad. Distributed wholesale to retailers worldwide.
• Bombers Bits distribution Exclusive UK wholesale distribution of Bombers Bits, a leading equestrian bit brand hand-made in South Africa with the famous sweet iron 'blueing' technology. Range includes hundreds of bitting solutions covering all equestrian disciplines.
• Cowboy Magic grooming distribution Exclusive UK wholesale distribution of Cowboy Magic grooming products, a leading American brand from Straight Arrow Products Inc. Range includes shampoos, conditioners, detanglers, finishing sprays and stain removers.
• Mane n' Tail grooming distribution Exclusive UK and Ireland wholesale distribution of the Mane n' Tail equestrian grooming range, including shampoo, conditioner, detangler, finishing, first aid and treatment products.
• Absorbine horse care distribution UK wholesale distribution of Absorbine horse care products including Veterinary Liniment, ShowSheen hair polish, coat conditioners, whitening products, leather care, hoof products and fly sprays. Brand founded in 1892.
• Weaver leatherwork distribution UK wholesale distribution of Weaver leather equestrian products including the Weaver Miracle Collar and associated fleece covers.
• Exhibitor Labs grooming distribution Exclusive UK wholesale distribution of Exhibitor Labs professional equestrian grooming products including Quic Braid mane and tail control spray and Quic Screen sun protection.
• Flair Nasal Strips distribution UK wholesale distribution of Flair Nasal Strips, veterinarian-developed self-adhesive strips that promote optimum respiratory health of equine athletes by reducing airway resistance during exercise.
• Royal Rider stirrups distribution UK wholesale distribution of Royal Rider stirrups from Italian manufacturer Horse Passion, designed for showjumping, cross country and polo.
• Gel-Eze Micro Saddle Pad Engineered Gel-Eze micro saddle pad weighing 650 grams with reduced profile and chamfered edge design, dual raised impact cushions and perforated structure for airflow. Sold wholesale to equestrian retailers under the Gel-Eze brand.
• Bombers Hybrid bit Combination Hackamore and American Gag equestrian bit distributing pressure uniformly on nose, mouth and poll; reins can be attached at various positions for varying leverage. Available with Bomber Blue or Happy Tongue mouthpieces. Sold wholesale to equestrian retailers.
• Bombers Moulded Mullen Range Problem-solving horse bit with moulded mullen mouthpiece in B16 thickness, dressage-legal, engineered with a rubbery texture that spreads tongue pressure over a wider area with minimal bar pressure. Sold wholesale to equestrian retailers.

Quantifiable outcome

• Gel-Eze exported to over 35 countries worldwide
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Bombers BitscoreChannel Partner/ Reseller/ Distributor · 1 January 2009Equine Management has been the exclusive UK distributor for Bombers Bits since 2009. Bombers Bits are hand-made in South Africa by Peter 'Bomber' Nel, featuring famous sweet iron 'blueing' technology. The range includes hundreds of bitting solutions for all equestrian disciplines.
• Cowboy MagiccoreChannel Partner/ Reseller/ DistributorExclusive UK distributor for Cowboy Magic grooming products, a leading American brand from Straight Arrow Products Inc. Range includes shampoos, conditioners, detanglers, and finishing products.
• Mane n' Tail (Straight Arrow Products Inc)coreChannel Partner/ Reseller/ DistributorExclusive UK and Ireland distributor for the Mane n' Tail equestrian grooming range, flagship brand of American company Straight Arrow Products Inc. Includes shampoo, conditioner, detangler, finishing, first aid and treatment products.
• Exhibitor LabscoreChannel Partner/ Reseller/ DistributorExclusive UK distributor for Exhibitor Labs professional equestrian grooming products.
• Weaver LeathercoreChannel Partner/ Reseller/ DistributorUK distribution partner for Weaver leather equestrian products.
• AbsorbineminorChannel Partner/ Reseller/ DistributorStockist of Absorbine horse care products including veterinary liniments, hoof care, leather cleaners, fly sprays, and grooming products. Absorbine founded in 1892 and is well known for sponsoring leading dressage rider Charlotte Dujardin.
• Flair StripsminorChannel Partner/ Reseller/ DistributorUK distributor for Flair Nasal Strips, veterinarian-developed self-adhesive strips that promote optimum respiratory health of equine athletes.
• Royal Rider (Horse Passion)minorChannel Partner/ Reseller/ DistributorUK distributors for Royal Rider stirrups from Italian manufacturer Horse Passion, known for innovative designs in showjumping, cross country, and polo.
• Stephens (Own Brand)flagshipOEM/ Whitelabel/ Licensing PartnerEquine Management developed the Stephens brand of quality leatherwork accessories, featuring Stephen Biddlecombe's famous bridles. Leather manufactured in Walsall, England. Also includes Stephens Sheepskin range manufactured in EU and Stephens Polo Division.
• Gel-Eze (Own Brand)flagshipOEM/ Whitelabel/ Licensing PartnerEquine Management invented, researched and developed the internationally renowned Gel-Eze products - a range of accessories with non-slip properties and impact absorption. Original gel accessory product created by Stephen Biddlecombe in early 2000s, now exported to over 35 countries.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Shires Equestrian: UK-based equestrian products brand and distributor offering leatherwork, rugs, stable equipment, and grooming products through trade and retail channels. Closest comparable by geography, product breadth, and B2B trade distribution model.
• B Vertigo: European equestrian apparel and accessories brand (part of the Barts group) distributed through trade channels. Comparable by European base, premium own-brand positioning, and B2B retailer distribution.
• Premier Equine International: UK equestrian products company offering rugs, tack, leatherwork, and accessories through wholesale and direct channels. Comparable by UK base, multi-category portfolio, and trade distribution focus.
• Charles Owen: UK-based equestrian helmet and rider safety brand with global distribution. Comparable by UK base, premium own-brand positioning, and B2B trade sales to equestrian retailers.
• Cavalleria Toscana: Italian equestrian apparel and accessories brand with premium positioning and international distribution. Comparable by European base, premium own-brand products, and trade/B2B sales channels.
• Hy Equestrian: UK equestrian products brand offering leatherwork, rugs, and stable equipment. Comparable by UK base, multi-category product portfolio, and trade/wholesale distribution model.
• Carr & Day & Martin: UK-based manufacturer of equestrian grooming and leather care products with global distribution. Comparable by UK base, grooming product portfolio (overlaps with Cowboy Magic/Mane n' Tail lines), and trade distribution model.

Broad incumbents

• Horze International: European equestrian retailer and wholesaler offering own-brand and distributed equestrian products globally. Larger incumbent with comparable multi-brand wholesale approach and direct retail presence.
• Weatherbeeta: Australian-headquartered global equestrian products manufacturer with extensive rug, tack, and accessory lines distributed through trade channels worldwide. Larger incumbent with comparable product breadth and wholesale distribution focus.
• Horseware Ireland: Ireland-based global leader in equestrian products (turnout rugs, riding wear, therapy) with extensive own-brand portfolio and international distribution. Larger scale incumbent with overlapping product categories and B2B distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WorldwideTack
• Facebookfacebook.com/EquineManagementltd
• Instagraminstagram.com/worldwidetack
• LinkedInlinkedin.com/company/equine-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Equine Management