What Veredus does

Veredus is an Italian equestrian equipment manufacturer, founded in 1989 and operated as a brand by Kep Italia srl (headquartered in Onè di Fonte, Treviso). The company designs, produces, and supplies horse leg protection products and riding equipment, with a portfolio organized across jumping protection (Absolute, Vento, Kevlar, Save the Sheep, Young Jump, Pro Jump, X Pro, Training, Paraglomi, Eventing), dressage protection (Absolute, Overreach Boots), horse care (Magnetik magnetotherapy line, Biocare grooming and hoof care, Citro Shield natural fly protection, Stable Boot), and rider safety under the Vita Safety Line sub-brand (airbag vests, helmets, safety stirrups). Underlying technology centers on advanced materials — DuPont Kevlar aramid fiber, carbon, Nitrexgel shock-absorbing film, micro-perforated Aerox neoprene, 3D mesh ducted fabric, synthetic Techno Sheepskin — and engineered systems such as the proprietary Vento Double Ventilation architecture and EN-certified (EN 1621/4:2013, EN 1621/2:2014, EN 1384:2023) rider airbag protection with 80ms activation. Several product lines are co-developed with elite athletes, most prominently Isabell Werth (Absolute dressage) and Marcus Ehning (Carbon Gel Vento/Absolute), and FEI-compliance is maintained across competition-legal lines.

Veredus operates a direct-to-consumer e-commerce model through veredus.com, supported by a network of brand ambassadors and event activations (Veredus Excellence Days, launched in 2023, and partnerships at the Longines Global Champions Tour). The website supports four languages (Italian, English, French, German) and ships to 19 European countries, with free-shipping thresholds of €99 in core EU markets and €150 in extended markets. Pricing spans €18–€52 for horse-care consumables and €95–€690 for protection and safety equipment, indicating a premium positioning. The company is privately held under Kep Italia srl, has 11–50 employees, and discloses no external funding, M&A, or executive-team turnover in the source data. Revenue, headcount, and ownership details beyond the parent-company relationship are not publicly disclosed.

Name

Veredus

Legal name

Kep Italia srl

Website

https://veredus.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Veredus is an Italian equestrian equipment manufacturer (operated by Kep Italia srl, founded 1989) that designs and sells horse leg protection, rider safety gear, and horse care products direct-to-consumer via veredus.com to riders across 19 European countries.

Ownership category

akta.pro rank

Product category

Equestrian Protection Equipment

NAICS

Other Leather and Allied Product Manufacturing (316990), Other Leather and Allied Product Manufacturing (31699), Surgical Appliance and Supplies Manufacturing (339113)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Leather & Leather Products (3100)

akta.pro primary industry

Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

akta.pro secondary industries

Safety Accessories & Wearables Retail (Neck Braces, Hydration, Earplugs) (CRAMANAL), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)

Keywords

• Equestrian protection equipment
• Horse leg boots
• Rider safety airbags
• Horse magnetotherapy products
• Equestrian grooming supplies

Headquarters

HQ city

Di Santo

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equestrian Protection Equipment Sales: Veredus generates revenue primarily through the direct sale of equestrian protection products including leg boots, tendon boots, fetlock boots, safety vests, helmets, and horse care products through their e-commerce platform and potentially through retail distributors.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Veredus designs, manufactures, and sells horse leg protection boots, dressage protections, magnetotherapy products, grooming and hoof care items, stable boots, and EN-certified rider safety equipment (airbag vests, helmets, safety stirrups). The brand is produced and marketed by Kep Italia srl in Italy and sold directly to riders across 19 European countries through its own e-commerce platform veredus.com. The catalog is organized into jumping protection (Absolute, Vento, Kevlar, Save the Sheep, Young Jump, Pro Jump, X Pro, Training, Paraglomi), dressage protection (Absolute, Piaffe Shield), Vita Safety Line for riders, and horse care (Magnetik, Biocare, stable boots).

Product overview

Veredus is an Italian equestrian equipment manufacturer (produced and marketed by Kep Italia srl) specializing in high-performance horse leg protection and rider safety products. The portfolio comprises five core product lines: (1) Jumping protections including Absolute, Vento, Kevlar, Save the Sheep, Young Jump, Pro Jump, X Pro, Training, and Paraglomi; (2) Dressage protections (Absolute, Piaffe Shield); (3) Vita Safety Line for rider protection encompassing airbag vests (Vita Vest), helmets (Vita Helmet), and safety stirrups (Steel 1); (4) Horse Care products including Magnetik magnetotherapy line, Biocare grooming products, and hoof care treatments (Golden Hoof, Green Hoof); and (5) Accessories such as saddlecloths and bandages. Products feature advanced materials including carbon, Nitrexgel, Kevlar aramid fiber, and Aerox neoprene with technologies like Vento double ventilation. Notable athlete collaborations include Isabell Werth (Absolute dressage boots) and Marcus Ehning (Carbon Gel Vento).

Differentiator

Problem solved

Functional benefit

Brands

• Vita Safety Line: Rider safety equipment including VITA VEST and VITA JACKET airbags, helmets, and stirrups with European EN certifications
• Absolute
• Vento
• Kevlar
• Save the Sheep
• Young Jump
• Pro Jump
• X Pro
• Magnetik
• Biocare Line
• Training
• Citro Shield

Products and services

• Vita Safety Line

Quantifiable outcome

• Airbag activation in 80 milliseconds
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Hudson EquineminorGTM or Marketing PartnerCollaboration for event presence at Longines Global Champions Tour London where Veredus stand was set up in collaboration with Hudson Equine.
• KEP Italia srlcoreOthersKEP Italia srl is the parent company that produces and markets all Veredus products. The company is headquartered in Onè di Fonte, Treviso, Italy.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Horseware Ireland: Irish equestrian apparel and protection brand with a much broader portfolio (rugs, blankets, rider apparel) overlapping with Veredus on thermoregulation and protection products. A larger incumbent competitor with significantly wider category reach and global distribution.

Direct peers

• Kentucky Horsewear: Belgian premium horse protection and equipment brand. Direct competitor in stable boots, leg protection, and magnetic-therapy horse care products, with comparable European D2C model.
• Lemieux (Horse Health): UK equestrian brand offering leg protection, saddle pads, and rider accessories. Direct competitor with broad equestrian product range and similar rider-co-development philosophy.
• Parlanti: Italian premium riding boots and equestrian footwear maker. Direct peer in Italian-craftsmanship premium positioning and overlapping elite-endorsement marketing approach.
• GPA (GPA Helmet): Italian premium riding helmet manufacturer with comparable athlete-led brand architecture. Direct competitor on safety helmets and overlapping on the elite rider endorsement strategy.
• Samshield: French helmet and rider safety specialist with strong elite-endorsement positioning. Directly competes with Veredus's Vita Safety Line on premium riding helmets and overlapping on rider protection equipment.
• Eskadron (Schockemöhle Sports): German-based premium equestrian protection and accessories brand. Direct competitor across jumping boots, leg protection, and rider accessories, with comparable athlete endorsement-led positioning and overlapping rider demographic.
• Tucci Boot (now Equi-Librium): Italian luxury riding footwear brand with comparable craftsmanship and rider-endorsement brand building. Direct competitor in the premium Italian equestrian footwear category.
• Cavallo (H. Waldmann GmbH): German manufacturer of premium riding boots and horse protection gear. Direct competitor in the equestrian protection and footwear category with similar premium positioning across European D2C and dealer channels.

Emerging players

• KEP Italia (parent brand): Veredus's parent company and a premium equestrian helmet manufacturer. Sibling brand within the same Kep Italia parent organization, with overlapping rider safety positioning but distinct product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Veredus1990
• Facebookfacebook.com/VeredusHorseRidingEquipment
• LinkedInlinkedin.com/company/veredus-srl
• Instagraminstagram.com/veredus

Compliance4 records

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 Veredus