Harry's Horse

What Harry's Horse does

Harry's Horse is a Dutch-origin equestrian equipment and apparel brand established in 1974 and operated under Jansen International Trading B.V. The company supplies a comprehensive 645-SKU product portfolio covering both horse equipment (leg protection, bridles, bits, halters, blankets, fly masks, saddle pads, grooming tools, saddles, and lunging gear) and rider apparel (safety helmets, riding breeches, boots, gloves, jackets, vests, competition clothing, spurs, and whips). Sub-brands and themed collections such as Diva Mauvewood, LouLou, Denici Cavalli Purple Passion, and Just Ride Summer Chique, alongside a forward-planned Summer 2026 line, segment the offering by rider persona and season.

The business runs a dual-channel go-to-market: direct-to-consumer e-commerce through a multi-language website (Dutch, English, German, French) with newsletter-driven top-of-funnel marketing, plus wholesale distribution through "better equestrian specialty shops" worldwide. Pricing is unit-based across low-ticket items, with safety helmets priced €3.95–€74.95 and fly protection products €2.50–€33.95. Revenue is generated through hardware sales of physical equestrian products to individual riders, with no disclosed subscription, service, or enterprise contracts.

The company is privately held under its Dutch parent, with no public listing, no disclosed funding rounds, no M&A history, no leadership changes, and no disclosed revenue, headcount, or financials. Its competitive positioning rests on 50+ years of brand heritage, a registered trademark, a broad catalog breadth, and global specialty-retail distribution. No AI/ML, software platform, or technology-stack differentiation is present in the source material; the offering is a conventional consumer goods brand with a digital storefront.

Name

Harry's Horse

Legal name

Jansen International Trading B.V.

Website

https://harryshorse.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Harry's Horse is a Dutch-origin equestrian brand, operating since 1974 under Jansen International Trading B.V., selling 645 SKUs of horse equipment and rider apparel through a multi-language DTC e-commerce site and worldwide wholesale via equestrian specialty retailers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hillegom

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Equestrian equipment and apparel sales: Harry's Horse generates revenue through the sale of horse equipment (leg protection, bridles, blankets, bits, halters, saddles, fly masks, grooming tools) and rider apparel (riding breeches, helmets, boots, gloves, jackets, competition clothing). Products are sold directly via their e-commerce platform and through authorized equestrian retail partners worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Harry's Horse designs, sources and sells equestrian equipment and apparel for both horse and rider. The portfolio spans safety helmets, riding breeches, jackets, boots, gloves, spurs, whips and competition clothing for riders, plus bridles, bits, halters, blankets, leg protection, fly protection, saddle pads, grooming tools and stable accessories for horses. Products are sold directly via a multi-language e-commerce storefront and distributed globally through better equestrian specialty retailers.

Product overview

Harry's Horse is an equestrian equipment company that has been delivering innovative and stylish products since 1974, offering a comprehensive portfolio for both horse and rider. The product range includes safety helmets (Veiligheidscaps), riding breeches (rijbroeken) with Full Grip siliconen technology, horse blankets (dekens) for various conditions, bridles (hoofdstellen), bits (bitten), halters, leg protection, fly protection products, saddle pads, minichaps, spurs, whips, grooming tools, stirrups, boots, jackets, bags, and gloves. The company organizes its offerings into themed collections including Diva Mauvewood, Zomer 2026 (Summer 2026), Denici Cavalli Purple Passion, and Just Ride Summer Chique. Products are available globally through better equestrian retailers, with a focus on material innovation, safety, and fit. The total catalog contains 645 products across horse and rider categories. The company's tagline is 'Happiness Starts Here!' and it is operated by Jansen International Trading B.V.

Differentiator

Problem solved

Functional benefit

Brands

• Diva Mauvewood: A Harry's Horse collection featuring trendy pink and blue tones, comfortable materials, and stylish details for equestrian enthusiasts.
• LouLou
• Denici Cavalli Purple Passion
• Just Ride Summer Chique

Products and services

• Veiligheidscaps (Safety Helmets) Safety helmets/caps for equestrian riders providing head protection with modern styling, priced from €3.95 to €74.95 across multiple model lines.
• Rijbroeken (Riding Breeches) Riding breeches for equestrian riders in multiple fits and grip technologies (Full Grip, Denim Full Grip, silicone seat).
• Dekens (Horse Blankets) Horse blankets covering fly, rain, stable, summer, fleece and cooling use cases for equine protection in different conditions.
• Hoofdstellen (Bridles) Bridles and headpieces in anatomic and decorative styles (e.g., Rosegold Lacque, Anatomic Release) with multiple noseband options.
• Bitten (Bits) Horse bits across multiple styles — eggbutt, water, D-ring, baucher, Liverpool, Pessoa and curb — for varied riding disciplines.
• Beenbescherming (Leg Protection) Horse leg protection gear including tendon boots, jumping boots and other leg guards for training and competition.
• Vliegenbescherming (Fly Protection) Fly and insect protection products for horses including fly masks, fly blankets, ear nets and UV-protective eczema blankets.
• Zadeldekken (Saddle Pads) Saddle pads and numnahs across multiple style collections (LouLou, Sporty, Classy, Trendy) with Full Grip options.
• Minichaps & Beenkappen Half-chaps (minichaps) and gaiters for rider leg protection, including Amara and Bellisa models.
• Laarzen & Schoenen (Boots & Shoes) Riding boots and shoes for riders including stable shoes, riding boots and thermal boots.
• Jassen, Vesten & Bodywarmers (Jackets & Vests) Rider outerwear including jackets, vests, body warmers and fleece jackets for varied weather conditions.
• Poetsen & Toiletteren (Grooming Products) Horse grooming tools including sweat scrapers, hoof knives, brushes, grooming bags and complete grooming kits.
• Beugels & Toebehoren (Stirrups) Rider stirrups in Fillis, stainless steel with elastic and crystal designs, including stirrup insoles.
• Sporen (Spurs) & Accessories Rider spurs in multiple designs (knob, wheel, swan neck, bar, Schultheiss) and related accessories.
• Zwepen (Whips) Riding whips including dressage whips, jumping whips and bow whips for varied disciplines.
• Handschoenen (Gloves) Riding gloves including standard riding gloves, winter gloves and water-repellent fleece models.
• Tassen (Bags) Rider bags including boot bags, bridle bags, weekend bags and backpacks.
• Singels (Girths) & Girth Protectors Girths for dressage, jumping and versatile use plus girth protectors.
• Longeren (Lunging Equipment) Lunging equipment including lunge lines, lunging aids and lunging girths for training horses.
• Halsters (Halters) Horse halters in leather and synthetic materials, including halter sets and halter lines.
• Veiligheidsbeugel Safe Release (Safety Stirrup) Safety stirrup featuring a safe release mechanism in gunmetal finish, designed to release the rider's foot in case of a fall.
• Rugzak Essential (Backpack) Essential everyday backpack marketed for riders.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Jansen International Trading B.V.parent companyOthersHarry's Horse is a brand owned and operated by Jansen International Trading B.V., a Dutch international trading company specializing in equestrian products.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Eskadron: Premium German equestrian brand covering horse equipment (blankets, leg protection, bridles) and rider apparel, distributed through specialty shops — overlapping product breadth and European specialty retail channel.
• HKM Sports Equipment: German equestrian brand offering broad horse and rider product lines at value-to-mid price points through specialty retailers — comparable in category breadth and channel model.
• Horze: European equestrian retailer and brand selling horse equipment, rider apparel, and accessories through European specialty and DTC channels — competing in the same category set and price tier.
• Weatherbeeta: Australia-founded global equestrian brand with a leading horse blanket and rug range, plus rider apparel, sold through specialty retailers and DTC — directly comparable in horse-equipment focus and category leadership.
• Horseware Ireland: Ireland-based global equestrian brand known for horse blankets (Rambo, Amigo) and rider apparel, selling through specialty retailers and DTC — a direct comparable in product mix and channel model.
• Shires Equestrian: UK-based equestrian equipment and apparel brand with broad horse and rider categories, distributed through specialty retailers — closely comparable in scope, channel, and target customer.
• Kerrits: U.S. equestrian apparel brand known for riding breeches and rider clothing — a direct comparable in the rider-apparel category Harry's Horse competes in.
• Charles Owen: British premium equestrian helmet specialist — directly comparable in the safety helmet category that Harry's Horse also carries, with overlapping rider customer base.
• Pikeur / B Vertigo: German premium equestrian apparel and equipment brand — directly comparable in rider apparel, saddle pads, and horse equipment sold through equestrian specialty retail.

Broad incumbents

• Decathlon (TRIBORD / Fouganza / KEP): Global sporting goods retailer with an equestrian range and own-brand riding products, competing on price and DTC reach — a broader incumbent that overlaps with Harry's Horse in rider apparel and basic gear.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/harryshorse_1
• Facebookfacebook.com/HarrysHorse
• LinkedInlinkedin.com/company/harryshorse

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 Harry's Horse