3 Donkeys Clothing

What 3 Donkeys Clothing does

3 Donkeys Clothing is a UK-based, privately held, bootstrapped women's workwear company founded in 2017 by Amanda Marshall in Devon, England. The company designs and sells a range of women's coveralls and apparel through a direct-to-consumer e-commerce channel (www.3donkeys.co.uk) and on-site sales at major UK equestrian and country events. Its core product is the registered 2to1® Coverall, whose heavy-duty waist zip allows the jacket and trousers to be joined as a full coverall or separated for flexibility during tasks such as mucking out stables, horse clipping, farming, and outdoor yard work.

The company's technical differentiation rests on the registered 2to1® modular design and proprietary fabric choices, including Ventile® (a 100% natural cotton with DWR finish used in the Dartmoor coverall) and EcoViz® 10KX recycled technical stretch fabric (used in the Exmoor coverall, rated to EN343 4:4). The product range spans four coverall tiers (Original £75, Classic £95, Honeychurch Hi-Vis, and Exmoor £195) plus the ADA Performance Wear line, a branded apparel collection (hoodies, sweatshirts, t-shirts, headwear), aftercare accessories (Nikwax products), and a bespoke personalisation service for B2B clients. The firm is CPD-certified, Buy Women Built certified, and has received multiple industry awards including BETA23 International New Product of the Year.

The business model is straightforward DTC apparel: one-time purchases at price points between £8.75 (Nikwax spray) and £195 (Exmoor coverall), with no subscription component. Revenue is generated through own-website e-commerce (including international shipping to Europe and worldwide) and direct sales at trade shows such as Burghley, Badminton, Blenheim, Royal Windsor, and South of England Show. Klarna payment options (Pay in 3, Pay Later) are offered at checkout, and a 10% first-order newsletter discount and seasonal Black Friday promotions drive conversion. Customer segments are individual women in equestrian, agricultural, rural trades, and country leisure pursuits, with a small B2B personalised workwear stream for farms, equestrian yards, contractors, and rural businesses. The firm remains entirely founder-owned with no disclosed external funding, capital, or institutional backing.

Name

3 Donkeys Clothing

Legal name

3DONKEYS LTD

Website

https://3donkeys.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

3 Donkeys Clothing is a UK-based, founder-owned DTC apparel company that designs and sells women's modular 2to1® coveralls with a registered waist zip design, serving women in equestrian, agricultural, and rural trades through e-commerce and trade show events.

Ownership category

akta.pro rank

Product category

Women's Workwear and Protective Clothing

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (458110)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Women's workwear
• Protective coveralls
• Equestrian apparel
• Modular boiler suits
• Hi-vis workwear

Headquarters

HQ city

Okehampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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. Direct Product Sales (E-commerce): One-time purchase of women's coveralls, workwear, apparel, and accessories via www.3donkeys.co.uk. No subscription model. Standard and express UK delivery options available. International shipping to Europe, Ireland, Northern Ireland, and worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

3 Donkeys Clothing designs, manufactures, and sells women's workwear, anchored by its patented 2to1® modular coverall system that uses a heavy-duty registered waist zip to allow the jacket and trousers to be worn together as a full coverall or separately. The range spans waterproof, hi-vis, and basic coveralls in technical fabrics (Ventile® natural cotton, EcoViz® 10KX recycled stretch, polycotton), extended by performance wear, branded apparel, headwear, and care accessories, sold direct-to-consumer via its own e-commerce website and at UK equestrian events.

Product overview

3 Donkeys Clothing is a UK-based company specializing in womens workwear, centered on their award-winning and patented 2to1 Coverall system. The flagship 2to1 products (Exmoor, Classic, Original, Honeychurch Hi-Vis) feature a heavy-duty waist zip allowing the jacket and trousers to be joined as a full coverall or separated for flexibility. The product range includes Performance Wear (Hi-Vis and Standard workwear under the ADA collection), a 3 Donkeys branded apparel collection (hoodies, sweatshirts, t-shirts, headwear), care accessories (Nikwax waterproofing products), and services (personalisation and gift wrapping). Products are designed in Devon with a focus on sustainability using materials like recycled fabrics and Ventile organic cotton.

Differentiator

Problem solved

Functional benefit

Products and services

• Exmoor 2to1® Coverall Premium fully waterproof 100% waterproof, breathable, and windproof women's coverall to EN343 4:4 standard, made from EcoViz® 10KX Performance+ recycled technical stretch fabric, with zip openings on the lower leg to pull over boots. Targets equestrian and rural-trade women needing top-tier weather protection.
• Classic 2to1® Ladies Coverall Iconic women's 2to1® coverall made from hard-wearing, breathable polycotton fabric with ballistic nylon knee patches for waterproof protection, designed to protect clothing from dirty farm, garden, and stable work.
• Original 2to1® Ladies Coverall Stripped-back, no-frills all-in-one coverall retaining the unique 2to1® waist zip, designed for undercover or outside work when it is not raining, keeping clothes protected from mud, grime, and dirt.
• Honeychurch Hi-Vis 2to1® Coverall Certified hi-visibility waterproof women's coverall with 2to1® modular design for safety-critical work in low-light early morning or evening outdoor conditions.
• Dartmoor Equestrian Ladies Coverall Premium women's coverall made from 100% natural, sustainable Ventile® cotton, fully windproof, rainproof, and water repellent with durable water repellency finish, featuring popper leg adjustment to pull over boots.
• Sandymere Gilet Hi-vis gilet from the 3 Donkeys Performance Wear range, designed for layering with the coveralls.
• Honeywell Softshell Jacket Softshell jacket from the 3 Donkeys Hi-Vis Performance Wear range for outdoor work.
• Belstone T-Shirt Hi-vis T-shirt from the 3 Donkeys Performance Wear range.
• Hawkridge Trouser Hi-vis performance trouser from the 3 Donkeys Performance Wear range.
• ADA Gilet Lightweight insulated women's gilet with 20d polyamide body panels and stretch softshell side panels, 160g insulation, two zipped lower pockets and one zipped chest pocket, made using recycled materials.
• ADA Softshell Softshell jacket from the ADA standard workwear collection.
• ADA Trousers Workwear trousers from the ADA standard workwear collection.
• ADA T-Shirt Women's workwear T-shirt in 95% sustainable cotton and 5% elastane single jersey (160gsm) with taped back neck seam, one chest pocket, and side vents.
• 3 Donkeys Original Hoodie Branded hoodie from the 3 Donkeys collection, available at promotional pricing.
• Sparkle Hoodie Sparkle-finish hoodie from the 3 Donkeys branded collection.
• Flag Zip Hoodie Super warm zip-front hoodie in French Navy Blue with 3 Donkeys branding and Union Flag logo backprint.
• Bracken Sweatshirt Loose-fit unisex sweatshirt with brushed fleece lining, ribbed collar, cuffs, and hem, dropped shoulder style, and twin needle stitching, available in Airforce Blue or Soft Pink.
• 'Hattie' T-Shirt 100% organic cotton ladies t-shirt in French Navy Blue or Olive with 3 Donkeys branding.
• Bobble Hat Bobble hat from the 3 Donkeys headwear collection.
• Baseball Cap Classic baseball cap from the 3 Donkeys headwear collection.
• 'Holly' Baseball Cap Baseball cap from the 3 Donkeys headwear collection.
• Headband Fleecy headband from the 3 Donkeys headwear collection.
• Daisy Vest Vest from the 3 Donkeys branded collection.
• 3 Donkeys Nikwax TX.Direct Spray-On High-performance 300ml Nikwax TX.Direct waterproofing spray designed exclusively for the ballistic nylon knee patches on Classic coveralls, to restore the waterproof shield after repeated washes.
• 3 Donkeys Nikwax Tech Wash and Cotton Proof Set Set of 300ml Nikwax Tech Wash (cleaner that maintains breathability and water-repellency) and 300ml Cotton Proof (reproofing wash-in treatment) for maintaining Dartmoor Ventile® coveralls.
• Personalised Workwear Service Bespoke personalisation service adding company names, team names, business logos, or individual names to selected 3 Donkeys products, targeted at farms, equestrian yards, contractors, dog groomers, event teams, and rural businesses.
• Gift Wrapping Service Gift wrapping service including branded tissue paper, logo sticker, presentation box, ribbon, and custom gift bag with a reusable 3 Donkeys drawstring bag made from 70% recycled cotton and 30% recycled PET plastic bottles.

Quantifiable outcome

• Exmoor Country Coverall awarded BETA23 International New Product of the Year — Clothing & Footwear
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Leo WorkwearcoreStrategic or Co-development Partner · 1 September 20223 Donkeys entered a two-pronged partnership with Leo Workwear (hi-vis clothing specialists with over 40 years of experience): (1) 3 Donkeys became an official stockist of Leo Workwear's women's hi-vis workwear range, including Ashbury Snood Sweatshirt, Foxworthy Hoodie, and Raven Waistcoat. (2) 3 Donkeys co-developed an exclusive range of 3 Donkeys hi-vis women's workwear products with Leo Workwear. The Exmoor 2TO1® Coverall was developed as part of this partnership. Both companies share core values around sustainability, inclusivity, and environmentally friendly low-impact clothing. All products are proudly designed in Devon.
• eucomply oÜ (EU Compliance Partner)minorOtherseucomply oÜ acts as the EU Responsible Person for GPSR (General Product Safety Regulation) product safety compliance for 3 Donkeys. Located at Pärnu mnt. 139b – 14, 11317 Tallinn, Estonia. Provides EU GPSR compliance support as required for shipping products to Europe, Ireland, and Northern Ireland.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• LeMieux: Premium equestrian apparel and accessories brand, strong in women's rider wear (breeches, base layers, outerwear) for the same equestrian demographic 3 Donkeys targets. Comparable in that both are equestrian-lifestyle-led brands selling directly to female riders and stable professionals, though LeMieux's product range is far broader.
• Toggi: Established UK country and equestrian clothing brand with women's outerwear, country wear, and riding apparel. Directly comparable as a UK heritage brand serving women in equestrian and rural lifestyles, overlapping with 3 Donkeys' core customer of horse-owning women who need practical country clothing.
• Hoggs of Fife: Long-established Scottish country clothing and workwear brand with women's country and field wear lines. Comparable as a UK heritage country/workwear brand serving farmers, smallholders, and country women — a near-identical end-customer to 3 Donkeys' women-in-agriculture segment.
• Jack Pyke: UK outdoor and country clothing brand offering women's country and field wear. Comparable as a value-to-mid-tier outdoor apparel brand targeting country and rural lifestyle consumers — the same end-uses 3 Donkeys' Classic and Dartmoor coveralls serve (mucking out, yard work, country pursuits).
• Holland Cooper: Premium British country and equestrian lifestyle brand with women's outerwear, outerwear, and country tailoring. Comparable as a premium UK country-lifestyle womenswear brand — same prestige-and-rural positioning 3 Donkeys targets, though with a fashion-led rather than workwear-led product mix.
• Mountain Horse: International equestrian apparel brand specialising in riding and stable wear for women. Comparable as a specialist women's equestrian apparel brand whose functional, weatherproof riding outerwear overlaps with 3 Donkeys' Exmoor and Dartmoor waterproof coveralls for the same professional and amateur rider base.

Broad incumbents

• Helly Hansen Workwear: Major workwear and outerwear brand with established technical women's workwear ranges (shell jackets, work trousers, hi-vis). Comparable as an incumbent player 3 Donkeys competes against at the premium technical end (Exmoor's EN343 4:4 rating sits in the same category), but Helly Hansen serves all trades at global scale rather than specialising in women.
• Snickers Workwear: Europe's leading workwear trousers and workwear brand with a growing women's workwear range. Comparable as a workwear incumbent 3 Donkeys competes with in the trade/yard category, though Snickers sells unisex and men's-skewed products at scale rather than designing women-first garments.
• Ariat: Global equestrian and western footwear and apparel brand with a substantial women's performance riding apparel line. Comparable as the largest westernised women's equestrian apparel incumbent; competes for the same female rider wallet but with broader distribution, deeper ranges, and significantly larger marketing spend than 3 Donkeys.

Regional players

• Seeland: Danish-founded country and hunting apparel brand with women's outdoor and country wear ranges sold across Northern Europe. Comparable as a regional country/outdoor apparel brand whose women's outerwear and field wear overlap with 3 Donkeys' coveralls, though Seeland primarily serves hunting and country sports rather than equestrian and is more Europe- than UK-led.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/3donkeysltd
• Facebookfacebook.com/3donkeysclothing
• Instagraminstagram.com/3donkeysclothing
• TikToktiktok.com/@3donkeysclothing
• LinkedInlinkedin.com/company/3-donkeys-clothing

Compliance2 records

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 3 Donkeys Clothing