What PIKEUR does

PIKEUR, legally Pikeur Reitmoden Brinkmann GmbH & Co. KG, is a privately held German premium equestrian fashion company headquartered in Werther, North Rhine-Westphalia. The company operates a three-brand portfolio: PIKEUR for rider apparel (riding breeches with proprietary GripTec and FlexTec Leather technologies, competition jackets and shirts, weatherproof outerwear such as the PIKEUR RAINCOAT with a 10,000mm water column and 10,000g/m²/24h breathability, and athleisure including hoodies, knit shirts and sneakers with memory foam insoles), ESKADRON for horse equipment (rugs, saddle cloths, protection boots, fly masks, headcollars, lead ropes and accessories, plus an EQUESTRIAN.FANATICS sub-line), and ABUS PIKEUR for co-developed riding helmets (AIRLUXE PURE, AIRLUXE PURE CARBON STYLE, AIRLUXE SUPREME GLAM) produced through a strategic cooperation with ABUS. The company serves competitive and recreational equestrians, leisure riders, safety-conscious helmet buyers, horse owners and trainers, and young riders across dedicated women's, men's and kids' lines.

The business generates revenue through a dual-track model: a direct-to-consumer e-commerce storefront at pikeur.de that ships to 26+ European countries with localized language sites and tiered shipping (free over €99.95 in Germany, €12.95 EU, €24.95–34.95 worldwide), supported by Klarna, PayPal, Apple Pay, Google Pay and SEPA payment options; and an authorized dealer network accessed via a Storefinder locator and a dedicated Media & B2B Portal for trade partners. E-commerce operations, including order processing, shipping via UPS, customer service and returns, are operationally executed by Arendicom GmbH, a separate German limited liability company based in Tutzing. Product offerings are refreshed on a bi-annual seasonal cycle (Spring/Summer and Autumn/Winter) across multiple sub-lines such as Competition, Selection, The Core, Athleisure, Platinum, Heritage, Dynamic and Classic Sports, with marketing executed through Facebook, Instagram, email newsletters via Mailchimp, seasonal catalog videos, the "PIKEUR & ESKADRON on Tour" event presence, and paid performance marketing via Google and Microsoft Clarity analytics. Pricing ranges from approximately €14.95 for entry-level accessories to €549.95 for premium helmets, with mid-tier riding breeches priced between €119.95 and €179.95 and jackets between €89.95 and €279.95.

Name

PIKEUR

Legal name

Pikeur Reitmoden Brinkmann GmbH & Co. KG

Website

https://pikeur.de

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Short description

PIKEUR is a German premium equestrian fashion company operating three brands (PIKEUR rider apparel, ESKADRON horse equipment, ABUS PIKEUR helmets) sold via pikeur.de and authorized dealers across 26+ European countries to competitive and recreational riders.

Ownership category

akta.pro rank

Product category

Equestrian Apparel & Horse Equipment

NAICS

Sporting Goods Retailers (45911), Leather and Allied Product Manufacturing (316)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

Keywords

• Equestrian apparel
• Riding breeches
• Horse equipment
• Riding helmets
• Equestrian sportswear

Headquarters

HQ city

Werther

HQ country

Germany

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, Infrastructure

Revenue model

1. E-Commerce Retail (D2C): Direct-to-consumer online sales through the pikeur.de e-commerce platform, selling PIKEUR riding apparel, ESKADRON horse equipment, and ABUS PIKEUR helmets directly to end consumers. Sales are one-time transaction-based with standard retail pricing.
2. Wholesale / Dealer Channel: B2B sales to authorized dealers and retailers through a dedicated Media- & B2B-Portal. Dealers can access catalogs and ordering systems through the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

PIKEUR designs, manufactures and sells premium equestrian riding apparel (riding breeches, competition jackets, hybrid and weatherproof outerwear, athleisure wear) under the PIKEUR brand. Through the ESKADRON sub-brand, the company offers horse equipment including rugs, saddle cloths, protection boots, fly masks and bandages. Through the ABUS PIKEUR cooperation, it markets certified riding helmets. Products are sold via direct-to-consumer e-commerce and an authorized dealer network across 26+ European countries.

Product overview

PIKEUR is a German equestrian fashion and equipment company operating three main brands: PIKEUR (premium riding fashion for humans), ESKADRON (premium horse equipment and accessories), and ABUS PIKEUR (premium riding helmets developed through cooperation with ABUS). The PIKEUR brand offers riding breeches (Reithosen) including CEELINA, ALURA HYBRID, and CANDELA SD lines, along with riding helmets, competition wear (jackets, shirts, accessories), weatherproof outerwear (raincoats, jackets, vests), athleisure clothing (hoodies, sneakers, knit shirts), and accessories. ESKADRON provides horse equipment including horse rugs, saddle cloths (Schabracken), protection boots, bandages, fly masks, and accessories. Both brands release seasonal collections (Spring/Summer and Autumn/Winter) with lines like COMPETITION, SELECTION, THE CORE, ATHLEISURE, PLATINUM, CLASSIC SPORTS, HERITAGE, and DYNAMIC.

Differentiator

Problem solved

Functional benefit

Brands

• ESKADRON: Equestrian equipment brand specializing in horse rugs, saddle cloths, protection boots, bandages, headcollars, lead ropes, bags, fly protection, and accessories.
• ABUS PIKEUR
• EQUESTRIAN.FANATICS

Products and services

• PIKEUR Riding Apparel Premium equestrian riding apparel brand for riders, including riding breeches (with GripTec/FlexTec technology), riding helmets, competition jackets and shirts, competition accessories, weatherproof outerwear (raincoats, jackets, vests), fleece and softshell jackets, athleisure wear (hoodies, knit shirts, sneakers), and accessories (belts, caps, hats, headbands). Available across men's, women's, and children's lines, sold via pikeur.de and authorized retailers across 26+ European countries.
• ESKADRON Horse Equipment Premium equestrian equipment brand for horses, offering horse rugs (Pferdedecken), saddle cloths (Schabracken) including SATIN FRILLS and BOUCLE CRYSTAL lines, protection boots and bandages (Gamaschen und Bandagen), headcollars and lead ropes, bags, fly protection (including DYNAIR MESH PRO TUBE fly masks), saddle pads, and accessories. Sold via pikeur.de and authorized retailers, with seasonal collections including Platinum, Classic Sports, Heritage, and Dynamic lines.
• ABUS PIKEUR Riding Helmets Premium certified riding helmets developed in cooperation with ABUS, a German safety technology manufacturer. Product line includes AIRLUXE PURE (Limited Edition and Carbon Style variants) and AIRLUXE SUPREME GLAM, available in long visor and other configurations. Combines ABUS safety engineering with PIKEUR equestrian design and brand positioning.
• PIKEUR CEELINA Riding Breeches High-waist riding breeches line featuring GripTec and FlexTec Leather technologies for enhanced grip and comfort, available in knee and full-length styles. Priced at €179.95 for CEELINA GripTec.
• PIKEUR ALURA HYBRID Riding Breeches Hybrid athletic riding breeches combining functional fabrics for comfort and performance, priced at €279.95.
• PIKEUR CANDELA SD Riding Breeches High-waist riding breeches featuring SD (seat design) technology for improved riding position and comfort.
• PIKEUR RAINCOAT Waterproof rain coat with fixed hood, 2-way zipper, water column 10,000mm, breathable 10,000g/m²/24h, knee-length (97cm), available in matte and glossy finishes.
• PIKEUR RAINJACKET Waterproof rain jacket from THE CORE 2026 collection, wind and water-resistant with taped seams.
• PIKEUR QUILTED JACKET Lightweight quilted jacket with fixed hood (concealable in collar), nylon front and back with Fibreball filling, available in ATHLEISURE and SELECTION lines with various colors.
• PIKEUR HYBRID JACKET Hybrid jacket combining shiny quilted fabric with matte softshell material, Sorona filling for comfort, college collar, 2-way zipper.
• PIKEUR SOFTSHELL JACKET Softshell jacket from ATHLEISURE collection, wind-resistant and breathable for active riding use.
• PIKEUR HYBRID VEST Hybrid vest from THE CORE collection combining different fabric technologies for versatile riding wear.
• PIKEUR FUNCTION JACKET Functional jacket from THE CORE collection designed for athletic performance and riding activities.
• PIKEUR HOODY Hoodie from SELECTION collection, casual athletic wear for equestrian lifestyle.
• PIKEUR KNIT SHIRT Knit shirt from ATHLEISURE collection, casual athletic top for equestrian wear.
• PIKEUR SNEAKER Athletic sneakers made with vegan leather upper (50% polyurethane, 50% polyester), memory foam insole, plateau sole, from ATHLEISURE collection.
• PIKEUR RAIN-ZIP-PONCHO Waterproof rain poncho with zipper closure, wind and waterproof function, breathable mesh lining, welded seams, oversized fit, from ATHLEISURE 2026 collection.
• AIRLUXE PURE Limited Edition Long Visor Riding Helmet Premium riding helmet with long visor in Limited Edition, featuring advanced safety technology through ABUS PIKEUR cooperation, priced at €499.95.
• AIRLUXE SUPREME GLAM Long Visor Riding Helmet Premium riding helmet with glamorous long visor design, part of ABUS PIKEUR helmet collection, priced at €549.95.
• AIRLUXE PURE CARBON STYLE Long Visor Riding Helmet Carbon-style premium riding helmet with long visor, combining style and safety features from ABUS PIKEUR cooperation, priced at €399.95.
• ESKADRON BOUCLE CRYSTAL Saddle Cloth Crystal-embellished saddle cloth from ESKADRON, premium horse equipment accessory, priced at €84.95.
• ESKADRON SATIN FRILLS Saddle Cloth Satin-trimmed saddle cloth with ruffled details, quilted design, priced at €84.95.
• ESKADRON DYNAIR MESH PRO TUBE Fly Mask Fly mask with mesh Pro Tube design, breathable mesh fabric for horse fly protection, priced at €34.95.
• ESKADRON HYBRID WAISTCOAT Hybrid vest combining down and synthetic materials for versatile riding wear, priced at €129.95.
• FANSHIRT WM (Fan Merchandise) Official fan shirt for World Championship 2026 in Aachen, available in men's and women's versions, priced at €39.95.
• ESKADRON TANK HALF-ZIP Athletic tank top with half-zip closure for equestrian wear, priced at €49.95.
• ESKADRON KNEESOCKS Athletic knee socks with compression features, part of ESKADRON accessories line, priced at €14.95.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ABUScoreStrategic or Co-development PartnerPIKEUR and ABUS have an established product cooperation (ABUS PIKEUR Kooperation) focused on riding helmets. The partnership has produced multiple helmet lines including the AIRLUXE PURE (including Limited Edition and Carbon Style variants) and AIRLUXE SUPREME GLAM. ABUS contributes safety expertise and helmet technology while PIKEUR provides equestrian market access and fashion-forward design. The ABUS PIKEUR helmet line is showcased on pikeur.de under the dedicated ABUS PIKEUR section.
• Arendicom GmbHcoreImplementation/ SI/ Consulting PartnerArendicom GmbH operates the pikeur.de e-commerce platform as the contractual partner for online sales (confirmed in AGB: 'Der Vertrag kommt mit Arendicom GmbH zustande'). Arendicom handles all e-commerce operations including order processing, payment processing (integrated with Klarna, PayPal, credit card providers), shipping via UPS, customer service, and returns management. The company is based in Tutzing, Germany.
• UPSminorOthersUPS Standard is the designated shipping carrier for Pikeur orders. International shipments use UPS for reliable delivery with tracking. Insurance coverage up to €500 per shipment.
• Trusted Shops GmbHminorOthersTrusted Shops provides a trust badge and review collection system integrated into the Pikeur website, displaying collected customer reviews and the Trusted Shops quality seal to build consumer trust.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• LeMieux: LeMieux is a British equestrian brand offering horse equipment (saddle cloths, boots, rugs) and rider apparel. It directly competes with both ESKADRON (horse equipment) and PIKEUR (rider apparel) across European markets.
• KEP Italia: KEP Italia is an Italian premium riding helmet brand combining safety technology with customizable designs. It directly competes with ABUS PIKEUR in the premium equestrian helmet market for competitive and leisure riders.
• Animo Italia: Animo is an Italian premium equestrian fashion brand offering riding breeches, competition jackets, and technical apparel. It directly competes with PIKEUR in the premium European equestrian segment with similar product categories and customer base.
• Samshield: Samshield is a premium riding helmet brand competing directly with ABUS PIKEUR in the high-end equestrian helmet segment. Both brands combine safety technology with fashion-forward design for competitive riders.
• Horseware Ireland: Horseware is a leading Irish equestrian brand specializing in horse rugs, blankets, and protection equipment, directly comparable to ESKADRON. It also offers rider apparel, making it a multi-brand competitor similar to PIKEUR's portfolio structure.
• Cavallo Reitmoden: Cavallo is a German premium equestrian apparel brand offering riding breeches, competition jackets, and technical riding wear. It directly competes with PIKEUR in the same premium German equestrian fashion segment with overlapping product categories and target customers.
• Kingsland Equestrian: Kingsland is a Norwegian premium equestrian apparel brand offering riding breeches, competition wear, and lifestyle collections. It competes directly with PIKEUR across competitive rider and leisure rider segments in the European market.
• Charles Owen: Charles Owen is a British premium riding helmet manufacturer with a long-standing reputation in equestrian safety. It competes with ABUS PIKEUR helmets in the same premium safety-focused segment for competitive riders.

Emerging players

• Pyranha Horsewear: Pyranha is a UK-based equestrian equipment brand offering horse rugs, saddle pads, and accessories. It competes with ESKADRON in the horse equipment segment with a focus on innovation and design-forward products.

Broad incumbents

• Decathlon (Domae / Fouganza): Decathlon offers equestrian apparel and equipment through its private-label brands at lower price points than PIKEUR. While not a premium competitor, it represents the mass-market alternative that could pressure PIKEUR's entry-level product lines and capture price-sensitive riders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pikeur
• Instagraminstagram.com/pikeur_eskadron

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 PIKEUR