Aloga Equestrian
Aloga Equestrian is an Irish equestrian brand founded by Olympic showjumper Bertram Allen that designs, manufactures, and sells modular horse blankets, accessories, and pet products through DTC e-commerce, B2B wholesale, and retail partnerships across Europe and the United States.
- Company typePrivate
- Founded-
- HeadquartersEnniscorthy, Ireland
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Aloga Equestrian does
Aloga Equestrian is an Irish equestrian brand founded in 2023 by Olympic showjumper Bertram Allen and his family, specializing in performance horse blankets and accessories. The company designs, tests, and retails a modular blanket platform through a direct-to-consumer Shopify storefront, a B2B wholesale portal, and selective retail partnerships, with a product portfolio spanning turnout blankets, stable blankets, sheets, coolers, liners, hoods, and saddle pads. Manufacturing and quality control are coordinated from the family-controlled operations, with distribution supported by a German warehouse in Hünxe and a headquarters in Enniscorthy, Ireland. The brand is anchored by an ambassador team of six Olympic and World Championship-level riders, including Martin Fuchs, Marcus Ehning, Harrie Smolders, Cathrine Laudrup-Dufour, and Ben Maher, giving the brand peer-endorsed credibility in a niche global market.
The core product architecture is a modular blanket system built around proprietary thermobonded fiber fill insulation, 600D–1200D ripstop polyester outer shells, waterproof and breathable coatings (3000mm ratings), and anti-static antibacterial linings. The platform enables interchangeable outer shells, liners (0g–400g), and detachable hoods, allowing riders to assemble weather-appropriate configurations from a common set of components. Products are sold at unit pricing tiers ranging from approximately $46 for accessories (fly mask) to $254 for premium wool blankets, with bespoke embroidery services offered for orders above $5,000. The product mix also includes pony-specific sizing, a summer fly protection line, and a pet accessory (Wool Dog Rug).
The business model is multi-channel e-commerce supplemented by B2B wholesale and retail distribution. The most significant recent commercial move is the May 2026 retail partnership with Emmers Equestrian in Belgium, marking the company's first mainland Europe physical retail presence. Headquartered in Enniscorthy, Ireland, with a logistics node in Hünxe, Germany, Aloga ships to the EU, UK, Norway, and the United States. Customer segments include professional riders, amateur equestrians, pony owners, trade dealers, and dog owners. The company is privately held by the Allen family, operates with approximately five employees, and has no external institutional funding disclosed.
Aloga Equestrian firmographics
Firmographics- Name
- Aloga Equestrian
- Legal name
- Aloga Equestrian Ltd
- Website
- https://aloga-equestrian.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Aloga Equestrian is an Irish equestrian brand founded by Olympic showjumper Bertram Allen that designs, manufactures, and sells modular horse blankets, accessories, and pet products through DTC e-commerce, B2B wholesale, and retail partnerships across Europe and the United States.
- Ownership category
- akta.pro rank
Where Aloga Equestrian is headquartered
LocationHeadquarters
- HQ city
- Enniscorthy
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Aloga Equestrian business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct E-commerce Sales: Primary revenue stream through the company's Shopify-powered online storefront selling horse blankets, accessories, and complementary products directly to consumers worldwide.
- Wholesale Trade Accounts: B2B wholesale sales through the trade.aloga-equestrian.com portal targeting professional dealers, stables, and equestrian businesses with bulk ordering capabilities.
- Retail Partnership Sales: Revenue through retail distribution partners like Emmers Equestrian who purchase products wholesale and resell to end consumers through physical store locations.
- Custom Embroidery Services: Bespoke embroidery services offered for blankets, allowing customers to personalize products for an additional fee. Available for orders over $5,000 via email inquiry.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Horse Blankets - Pro Series |
| Unit Pricing | Pay-as-you-go | Turnout & Stable Blankets - Standard Series |
| Unit Pricing | Pay-as-you-go | Sheets, Coolers & Accessories |
| Unit Pricing | Pay-as-you-go | Dog & Specialty Products |
| Other | Pay-as-you-go | Shipping Tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Aloga Equestrian product offering
Product offeringCore offering
Aloga Equestrian designs, manufactures, and sells premium horse rugs (turnout and stable), dog rugs, and equestrian accessories (halter bags, saddle pads, dog collars/leads, traveling bags, beach sets). Products are sold directly to consumers via the brand's online storefront, with wholesale fulfillment to trade accounts and a physical retail partnership at Emmers Equestrian.
Product overview
Aloga Equestrian is an Irish equestrian brand founded by Olympic Showjumper Bertram Allen and family, offering a comprehensive portfolio of horse blankets, accessories, and pet products. The core offering consists of modular blanket systems designed for versatility across weather conditions. The Pro Collection represents the premium line with 1000D-1200D ripstop polyester construction, featuring Pro Stable (indoor) and Pro Turnout (outdoor) blankets available in multiple fill weights (0g, 100g, 150g, 200g). The Turnout range includes lightweight waterproof options like the Turnout 2.0 0G for everyday use and specialized Fly Protection products (Fly Sheet, Fly Dry Sheet, Fly Mask) for summer insect and weather management. Cooler sheets (Waffle Cooler, Show Net Cooler, Pro Fleece) address post-exercise temperature regulation. The accessory ecosystem includes liner systems (100G, 200G, 350G) that attach to compatible blankets for adjustable warmth, detachable hoods for neck coverage, and saddle pads (Jumping, Dressage) developed with Team Riders. A Pony collection mirrors the main product range in smaller sizes. Pet accessories include the Wool Dog Rug. Products are designed and tested in Ireland, with all blankets featuring modular compatibility between liners, hoods, and outer shells.
Differentiator
Problem solved
Functional benefit
Products and services
- Storm Series Turnout Rugs
Quantifiable outcome
- 98.7% customer satisfaction rate
- +2 more outcomes
Companies that use Aloga Equestrian
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles2 records
Aloga Equestrian technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Aloga Equestrian partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Emmers EquestriancoreEmmers Equestrian is a leading Belgian equestrian retail chain with multiple store locations across Belgium and a strong reputation for premium products and expert service. The partnership marks Aloga Equestrian's first retail presence in mainland Europe, launching at Emmers' Sentower Park location where Aloga holds its annual auction. The launch included a VIP evening event and Learning Live session with Bertram Allen and groom Kate Duffy during the Emmers Open Doors event.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Aloga Equestrian competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Aloga Equestrian social profiles
Digital presenceAloga Equestrian financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aloga Equestrian leadership team
Management profileNumber of profiles
Profiles3 records
Aloga Equestrian funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aloga Equestrian 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 Aloga Equestrian
What does Aloga Equestrian do?
Aloga Equestrian designs, manufactures, and sells premium horse rugs (turnout and stable), dog rugs, and equestrian accessories (halter bags, saddle pads, dog collars/leads, traveling bags, beach sets). Products are sold directly to consumers via the brand's online storefront, with wholesale fulfillment to trade accounts and a physical retail partnership at Emmers Equestrian.
Is Aloga Equestrian a public or private company?
Aloga Equestrian is a private company. It is classified as family owned and is currently operating.
When was Aloga Equestrian founded?
Aloga Equestrian was founded in -1. It employs 1 to 10 people.
Where is Aloga Equestrian based?
Aloga Equestrian is headquartered in Enniscorthy, Ireland, in the Europe region.
How does Aloga Equestrian make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Trade Accounts, retail Partnership Sales and custom Embroidery Services.
Does Aloga Equestrian have an API?
No public API is recorded for Aloga Equestrian.