Arion
- Company typePrivate
- Founded1940
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Arion firmographics
Firmographics- Name
- Arion
- Legal name
- Arion EFV Ltd
- Website
- https://arionefv.co.nz
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Arion industry classification
Industry- Product category
- Equestrian Supplies Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
- akta.pro secondary industries
- Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)
Keywords
Where Arion is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Arion business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce sales of equestrian, farm, and veterinary products to consumers across New Zealand and Australia. One-time product transactions with standard retail pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for all products |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Arion product offering
Product offeringCore offering
Arion operates a direct-to-consumer e-commerce store (arionefv.co.nz) selling equestrian, farm, and veterinary supplies to riders, veterinary professionals, and farm operators across New Zealand and Australia. The product portfolio spans saddles, saddlery, grooming products, horse wear, rider apparel, veterinary supplies, and farm equipment, aggregated from international partner brands and supplemented with New Zealand-manufactured private-label lines including Flair leather goods, Double Hill oilskin products, and Platinum leatherwork.
Product overview
Arion is a New Zealand-based e-commerce retailer specializing in equestrian, farm, and veterinary supplies with over 80 years of industry experience. The company operates as a multi-brand online marketplace offering a comprehensive portfolio of products across three core categories: (1) Equestrian gear including saddles, saddlery, horse bits, stirrups, grooming products, horse wear (turnout covers, rugs, sheets), saddlecloths, rider apparel, whips, horse boots, stable equipment, leather care, and farriers equipment; (2) Farm supplies including dog coats, dog collars, cattle and lamb covers, halters, leads, and poultry equipment; (3) Veterinary products including bandaging, animal health supplements, hoof preparations, and rock salt. The product portfolio spans multiple private-label brands (Flair, Platinum) and partner brands (Cavallino, Absorbine, Double Hill, Lincoln, Champion, Fleck, Hilton Herbs, Vetmax). Arion also operates an Outlet/Clearance channel for discounted products. The business model combines own-manufactured products (e.g., Flair leather goods made in New Zealand) with sourced products from global equestrian brands, serving riders, veterinary professionals, and farms across New Zealand and Australia.
Differentiator
Problem solved
Functional benefit
Products and services
- Equestrian Saddles
Companies that use Arion
Customer profileSegments3 records
Ideal customer profiles3 records
Arion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Arion partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- ChampioncoreTrusted brand partner providing equestrian helmets and safety equipment sold through Arion's e-commerce platform.
- AbsorbinecoreTrusted brand partner providing horse care products including hooflex and wound care solutions.
- VetmaxcoreTrusted brand partner providing veterinary supplies, bandaging, and animal health products.
- FlaircoreTrusted brand partner providing saddlery products including girths, bridles, and leather care items. Flair products made in New Zealand.
- PessoascoreTrusted brand partner providing saddles and saddlery equipment.
- CavallinocoreTrusted brand partner providing turnout covers, horse wear, bridles, and rider clothing.
- FleckcoreTrusted brand partner providing whips and riding accessories.
- LincolncoreTrusted brand partner providing leather care products including saddle soap and leather balsam.
- Double HillcoreTrusted brand partner providing oilskin dog coats and saddle pads. Double Hill products made in New Zealand.
- ForgemanncoreTrusted brand partner providing stirrups and spurs.
- HydrophaneminorBrand partner providing leather care and conditioning products.
- SologroomminorBrand partner providing grooming equipment.
- DuwellminorBrand partner providing equestrian equipment.
- CDMcoreTrusted brand partner providing grooming products, shampoos, and show preparations.
- LeovetcoreTrusted brand partner providing grooming products, liniments, and horse care preparations.
- PlatinumcoreTrusted brand partner providing premium leather halters, bridles, and saddlery accessories.
- TrainersminorBrand partner providing equestrian riding boots and footwear.
- Hilton HerbsminorBrand partner providing natural herbal supplements for horses, ponies, and donkeys. Products include dried herbs, liquids, and treats formulated by qualified herbalists, with many audited under BETA NOPS Scheme for FEI competition suitability.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Arion competitors and assessment
Company assessmentDirect peers
- Petbarn: Petbarn is one of Australia's largest pet supply retailers, owned by Woolworths, operating physical stores plus a comprehensive e-commerce site across pet food, accessories, and animal health. It overlaps Arion on dog collars/coats, animal health OTC, and farm-adjacent pet supplies, competing for the same AU consumer wallet.
- Dover Saddlery: Dover Saddlery is a long-established US equestrian retailer (founded 1979) selling saddles, tack, rider apparel, and horse care through stores and a large e-commerce catalog. It mirrors Arion's 80-year heritage playbook — curated multi-brand equestrian assortment plus private label — though at greater scale and in a different geography.
- Equine Mega Store: Equine Mega Store is an Australian online equestrian retailer offering saddlery, rugs, rider gear, and horse care products. It is comparable to Arion as a direct online equestrian marketplace serving Australian riders with a similar multi-brand assortment and price-led positioning.
- PETstock: PETstock is a leading Australian specialty pet retailer with strong e-commerce and a broad assortment of pet supplies, animal health, and equine-adjacent products. It is comparable to Arion as a multi-category online pet/animal supplies marketplace serving the Australian market that Arion also targets.
- Horseland: Horseland is an Australia- and New Zealand-based equestrian retail chain selling saddles, saddlery, rider apparel, and horse care products through physical stores and online. It is the closest direct comparable to Arion, serving the same rider/equestrian customer across the same two geographies with a multi-brand assortment.
- SmartPak Equine: SmartPak Equine is a US-based direct-to-consumer equestrian retailer specializing in supplements, horse care, tack, and rider apparel sold online. It is a direct functional peer to Arion's e-commerce equestrian model — multi-brand marketplace, subscription-style nutrition, curated assortment — though operating in a different geography.
- Animates: Animates is New Zealand's largest specialty pet retailer operating physical stores and a robust e-commerce platform across pet food, accessories, and animal health. It overlaps Arion on pet/equine supplies, dog collars/coats, and animal health OTC, serving the same NZ consumer base with a comparable multi-category online marketplace model.
- Cherrywood Saddlery: Cherrywood Saddlery is an Australian online equestrian retailer specializing in saddles, tack, and horse care products. It is comparable to Arion as a digital-first specialty equestrian retailer targeting Australian riders with a curated multi-brand assortment, though smaller and more narrowly focused.
Others
- Horseware Ireland: Horseware Ireland is a global equestrian brand best known for turnout rugs (Rambo, Rhino, Amigo) and is one of the brands Arion resells. It is comparable as an adjacent ecosystem participant — a brand-side counterpart whose distribution choices (whether to keep Arion as a partner) directly shape Arion's assortment and margins.
Regional players
- Farmlands Co-operative: Farmlands is a New Zealand rural retailer co-operative serving farmers with animal health, livestock equipment, and farm supplies through stores and online. It overlaps Arion on farm and veterinary product lines (cattle/lamb covers, halters, animal health) for the same NZ farm customer, though its scope is broader than equestrian.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Arion social profiles
Digital presenceArion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Arion leadership team
Management profileNumber of profiles
Arion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Arion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Arion
What does Arion do?
Arion operates a direct-to-consumer e-commerce store (arionefv.co.nz) selling equestrian, farm, and veterinary supplies to riders, veterinary professionals, and farm operators across New Zealand and Australia. The product portfolio spans saddles, saddlery, grooming products, horse wear, rider apparel, veterinary supplies, and farm equipment, aggregated from international partner brands and supplemented with New Zealand-manufactured private-label lines including Flair leather goods, Double Hill oilskin products, and Platinum leatherwork.
Is Arion a public or private company?
Arion is a private company. It is classified as unknown and is currently operating.
When was Arion founded?
Arion was founded in 1940. It employs 1 to 10 people.
Where is Arion based?
Arion is headquartered in Auckland, New Zealand, in the Oceania region.
How does Arion make money?
One revenue line is on record: product Sales.
Who are Arion's main competitors?
Direct peers on record are Petbarn, Dover Saddlery, Equine Mega Store, PETstock, Horseland, SmartPak Equine, Animates and Cherrywood Saddlery. Horseware Ireland is listed as an others. Farmlands Co-operative is listed as a regional player.
Does Arion have an API?
No public API is recorded for Arion.
What industry is Arion in?
Arion's product category is Equestrian Supplies Retail. Its primary akta.pro industry code is CRAFABAH, Pet & Animal Supplies Marketplaces, with a secondary code of CRAFADAH, Pet Supplies Inventory-led Online Retailers. Its NAICS code is 45991 and its SIC code is 3949.