Animo

What Animo does

Animo is an Italian equestrian apparel manufacturer founded in 2000 by Marco Nardini and headquartered in Cassola, Italy, operating as Animo S.r.l., a privately held Italian limited liability company with €1,000,000 in fully paid share capital. The company designs, produces, and sells technical riding apparel (competition jackets, breeches), bespoke custom show jackets, and horse equipment (saddle pads, fly veils, rugs), serving professional and amateur equestrian athletes across dressage, show jumping, and other disciplines. Its product platform rests on proprietary textile technologies — EVO fabric, silicone grip technology, Rete Star fabric (75% polyamide / 25% elastane), and Bi-Stretch fabric — with 100% of manufacturing in Italy and explicit Italian craftsmanship positioning.

The business runs a dual-channel distribution model: direct-to-consumer e-commerce through animoitalia.com shipping to 32+ countries (free European shipping above €300, €85 flat rate to Australia, South Korea, UAE, Egypt, Japan), and a small authorized retailer network comprising Dapper Horse (USA), Redpost Equestrian (UK), and Hypodosa (Spain, opened October 2024), alongside a flagship factory outlet at the Cassola HQ. Revenue is generated through one-time product purchases across a range of price points — from core technical apparel to premium bespoke tailoring — with shipping fees as a secondary transaction-based revenue stream. The company is founder-led, with no disclosed external investment, no subsidiaries, and no M&A activity in the available data. International visibility is supported by an athlete endorsement program featuring professional riders such as Piergiorgio Bucci, Harry Allen, and Yuri Mansur, whose competition wins (CSI5*-W Madrid, CSI4* Poznań, CSI5*-W Leipzig in late 2024 and early 2025) are used as brand proof points.

Name

Animo

Legal name

Animo S.r.l.

Website

https://animoitalia.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Animo is an Italian equestrian apparel manufacturer founded in 2000 by Marco Nardini, selling proprietary technical riding apparel, bespoke custom show jackets, and horse equipment directly to equestrian athletes in 32+ countries and through a small authorized retailer network in Italy, Spain, the UK, and the USA.

Ownership category

akta.pro rank

Product category

Equestrian Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYCRAMANAF

Riding Jackets, Pants & Suits Retail (Leather/Textile)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Motorsports & Powersports Gear Retail

SECONDARYMPAKABAG

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

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Teams & Clubs

Keywords

• Equestrian apparel
• Riding jackets
• Horse equipment
• Equestrian clothing
• Custom show jackets

Headquarters

HQ city

Casola

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equestrian Apparel Sales: Primary revenue from direct sales of technical riding apparel, custom show jackets, and horse equipment through e-commerce and retail partners. One-time product purchases with varying price points based on product type and customization.
2. Custom/Bespoke Jackets: Revenue from bespoke, tailored riding jackets with customization options including collars, piping, and embellishments. Premium pricing for personalized products.
3. Shipping and Delivery Services: Shipping fees charged based on destination country. Free shipping for orders over €300 to most European destinations. International shipping to countries outside EU with customs documentation services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Animo designs, manufactures, and sells high-performance equestrian apparel and horse equipment from its base in Cassola, Italy. Its core offerings include technical riding apparel (competition jackets, breeches, riding clothing) built with proprietary fabrics such as EVO and silicone grip technology, bespoke custom show jackets with personalized collars and embellishments, and anatomically designed horse accessories (saddle pads, fly veils, rugs). Products are sold direct-to-consumer globally via animoitalia.com and through a network of authorized retailers.

Product overview

Animo offers a unified product portfolio centered on equestrian apparel and equipment. The core offerings consist of Technical Apparel (competition jackets, breeches, riding clothing with EVO fabric and silicone grip technology), Custom Show Jackets (bespoke tailored options with customizable collars and embellishments), and Horse Equipment (saddle pads, fly veils, rugs). The company also provides a Personalized Fit service for bespoke fittings. These products are unified under the Animo brand, with the CORE Collection representing the main retail product line available through authorized retailers worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Technical Apparel

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• HypodosaminorChannel Partner/ Reseller/ Distributor · 1 October 2024Tack shop located in San Miguel de Salinas, Spain, authorized to stock and sell Animo's CORE collection. Opened as an Animo retailer in October 2024, expanding Animo's retail presence in the Spanish market.
• Dapper HorseminorChannel Partner/ Reseller/ DistributorAuthorized Animo Italia retailer operating in the USA with retail hours Monday-Friday 9AM-4PM and Saturday 10AM-4PM, providing physical retail access for American customers.
• Redpost EquestrianminorChannel Partner/ Reseller/ DistributorUK-based equestrian retailer located in Devon, England. Authorized to stock and sell Animo riding apparel and horse tack including competition jackets, breeches, and saddlecloths.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• LeMieux: UK-based equestrian brand known for saddle pads, horse equipment, and increasingly apparel; overlaps with Animo's horse equipment line (saddle pads, fly veils) and competes in premium equestrian accessories.
• Samshield: French premium equestrian brand best known for helmets and riding apparel, competing with Animo in the high-end show-jumping apparel and accessories segment with similar athlete-driven marketing.
• Harcour: French equestrian apparel brand offering competition jackets, breeches, and accessories with strong European distribution and rider-sponsor marketing, directly comparable to Animo's product mix.
• Equiline: Italian-origin technical equestrian apparel brand offering competition and training wear, closely comparable to Animo in product range, customer profile, and premium European positioning.
• Cavalleria Toscana: Italian premium equestrian apparel brand offering competition jackets, breeches, and shirts with strong Made-in-Italy positioning and global DTC distribution — a direct head-to-head competitor to Animo in the same product categories and price tier.
• Pikeur: German equestrian apparel manufacturer (part of the Pikeur/Equiline/Cavallo group) producing competition jackets, breeches, and functional riding wear, competing with Animo across European show-jumping and dressage customer segments.
• Cavallo GmbH: German manufacturer of riding boots and equestrian apparel with international distribution; directly comparable to Animo in technical riding apparel and European show-jumping customer base.
• Kingsland: Norwegian equestrian apparel brand offering competition and training wear with growing global presence; directly comparable to Animo in core technical apparel categories and international DTC strategy.

Broad incumbents

• Ariat: Large US-based equestrian and western footwear/apparel brand with broad global retail distribution; overlaps with Animo in technical riding apparel and breeches but at larger scale and broader lifestyle positioning.

Emerging players

• Horseware Ireland: Irish equestrian brand dominant in horse rugs and turnout blankets with a growing apparel line; comparable to Animo as an established equestrian brand expanding into rider apparel with proprietary technical products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AnimoSrl
• Facebookfacebook.com/animofficial
• LinkedInlinkedin.com/company/animosrl

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 Animo