Equus Now

What Equus Now does

Equus Now is a privately-held equestrian retailer founded in 1999 and headquartered in Lewis Center, Ohio. The company operates two physical retail showrooms — one serving the Columbus market at 8956 Cotter St and another serving Cincinnati at 420 D Wards Corner Rd in Loveland — alongside an e-commerce storefront at equusnow.com built on Shopify. It specializes in English-style riding equipment and apparel, with product lines spanning saddles, bridles, bits, saddle pads, horse clothing (blankets, sheets, coolers), horse health care, grooming supplies, and barn/stable equipment, alongside rider apparel such as show shirts, breeches, hunt coats, helmets, and footwear. The assortment is anchored by premium third-party brands including LeMieux, TKEQ, Kerrits, RJ Classics, and All Tied Up, supplemented by a consignment program for pre-owned equestrian gear.

The company generates revenue exclusively through one-time retail product sales, with individual unit pricing ranging from under $10 for small accessories to roughly $360 for premium helmets and show coats. Customer segments are exclusively individual equestrians — primarily English-discipline riders and horse owners, with a secondary youth segment — making it a direct-to-consumer specialty retailer rather than a B2B or wholesale operation. Distribution combines in-person retail expertise with online ordering and in-store pickup, supported by email newsletter, organic search/SEO, and social sharing channels. Marketing relies heavily on customer testimonials and word-of-mouth within the regional equestrian community.

The business model is asset-light retail: no disclosed institutional ownership, no venture or private equity funding identified, and an estimated 11–50 employees supporting two stores plus the online channel. There is no proprietary technology stack beyond standard Shopify e-commerce infrastructure, no mobile application, no disclosed API or integrations, and no AI/ML capabilities identified. Equus Now appears to be an independently owned, cash-generative lifestyle retail business competing on curation, staff expertise, and community trust rather than on scale or technology differentiation.

Name

Equus Now

Legal name

Equus Now!

Website

https://equusnow.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Equus Now is a privately-held equestrian retailer founded in 1999, operating two Ohio showrooms (Columbus and Cincinnati areas) plus a Shopify e-commerce site, selling English riding tack, apparel, helmets, and horse equipment to individual equestrians and horse owners.

Ownership category

akta.pro rank

Headquarters

HQ city

Lewis Center, Ohio

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from direct sales of equestrian tack, riding apparel, horse equipment, and related products through both physical retail stores and online storefront

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Equus Now is a specialty equestrian retailer selling English-style riding tack, rider apparel, horse equipment, grooming supplies, health care products, and barn/stable gear through two physical retail stores in Ohio (Columbus and Cincinnati areas) and an e-commerce website. The company has been operating since 1999 and curates a portfolio of premium equestrian brands such as LeMieux, TKEQ, Kerrits, and RJ Classics.

Product overview

Equus Now is an equestrian retail company offering a comprehensive portfolio of English-style riding apparel and horse equipment through both online and physical retail store channels. The product portfolio spans rider apparel (show shirts, breeches, hunt coats, helmets, footwear), horse tack and equipment (saddles, bridles, bits, training aids), horse clothing (blankets, sheets, coolers), grooming supplies, horse health care products, saddle pads, and barn/stable equipment. The company also offers gift items including Breyer model horses, books, jewelry, and hobby horses. Key brand partnerships include LeMieux (helmets, grooming, apparel), TKEQ (performance athletic apparel), Kerrits (riding tights, show coats), RJ Classics (show coats), and All Tied Up (handmade stock ties). The company operates two retail store locations in Ohio (Columbus and Cincinnati areas) and has been in business since 1999.

Differentiator

Problem solved

Functional benefit

Products and services

• English Tack & Riding Apparel Core product category offering English-style equestrian tack and riding apparel including saddles, bridles, bits, and riding coats for English-discipline riders.
• Horse Gear & Equipment Comprehensive selection of horse equipment including tack, horse boots and leg protection, horse clothing (blankets, sheets, coolers), and saddle pads for horse owners and managers.
• Rider Apparel Rider clothing and accessories including show shirts, riding breeches and tights, hunt coats, dressage coats, gloves, belts, helmets, safety vests, and footwear for equestrian riders.
• Horse Health Care Products Health care supplies for horses including de-worming products, first aid, hoof care, liniments, poultice, skin and coat care, and supplements for horse owners.
• Grooming Supplies Complete grooming collection including brushes and grooming tools, clippers and accessories, shampoos and conditioners, and braiding tools for horse care.
• Barn & Stable Equipment Equipment for barn and stable operations including buckets, hardware, trailers, cribbing vices, grazing muzzles, and storage trunks and racks for stable managers.
• Gifts & Home Decor Equestrian-themed gift items including books and stationery, Breyer model horses, home decor, jewelry, hobby horses, and unique gift ideas for equestrian enthusiasts.
• Consignment Items Pre-owned equestrian apparel and equipment available at discounted prices through a consignment program, offering value options for budget-conscious riders.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Schneiders Tack: Multi-generational English riding retailer offering tack, apparel, and horse supplies through catalog, online, and storefront channels. Comparable specialty positioning with similar long-tenure English-riding focus.
• SmartPak Equine: Direct-to-consumer equine retailer known for its SmartSupplement auto-ship program and broad catalog of English and Western tack, apparel, and horse care products. Same core equestrian retail customer base with strong e-commerce execution.
• English Riding Supply: Online specialty retailer focused on English riding apparel and tack from premium brands. Direct comparable targeting of the same discipline-specific shopper that Equus Now serves.
• Jeffers Pet and Horse Supply: Equine and livestock supplies retailer offering tack, supplements, and horse care products through catalog and e-commerce. Comparable product breadth with an established U.S. fulfillment footprint.
• Stateline Tack: Equine retailer carrying English and Western riding apparel, tack, and horse equipment. Competes for the same equestrian customer base on apparel and gear categories.
• Horse.com: Online equestrian retailer stocking English and Western riding apparel, tack, and stable supplies. Directly comparable product categories and customer demographic with an e-commerce-led operating model.
• Dover Saddlery: Large U.S. specialty retailer of English riding apparel, tack, and horse equipment through catalogs, e-commerce, and physical stores. Operates the same core category and omnichannel model as Equus Now, but at substantially greater national scale.
• Riding Warehouse: E-commerce-focused equestrian retailer carrying English riding apparel, tack, and rider equipment at competitive prices with broad brand assortment. Direct online competitor for English riding enthusiasts.

Broad incumbents

• Chewy: Major online pet and animal supplies retailer with growing equine category presence. Not a specialist, but its scale, logistics, and pricing pressure make it a meaningful indirect competitor for horse care and supplies SKUs.
• Tractor Supply Co. Large U.S. farm and rural lifestyle retailer carrying an expanding assortment of equestrian apparel, tack, and horse care supplies. Overlaps in core horse categories but offers far broader general merchandise assortment and national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/intent/tweet?text=Equus%20Now
• Facebookfacebook.com/sharer.php?u=https://equusnow.com
• LinkedInlinkedin.com/company/equus-now

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 Equus Now