Felix Bühler
Felix Bühler is a Switzerland-based omni-channel specialty retailer selling equestrian riding apparel, horse equipment, and stable supplies through 17 physical stores and a dedicated e-commerce platform serving Swiss riders, horse owners, and stable operators.
- Company typePrivate
- Founded-
- HeadquartersBaar-Sihlbrugg, Switzerland
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Felix Bühler does
Felix Bühler is a Switzerland-based omni-channel specialty retailer focused on equestrian riding apparel, horse equipment, and stable supplies. The company operates a direct-to-consumer model combining a dedicated e-commerce platform at felix-buehler.ch with 17 physical retail stores distributed across Switzerland, covering both German-speaking (Volketswil, Bern-Gümligen, St. Gallen, Dietikon, Frauenfeld, etc.) and Francophone (Genf-Cointrin, Crissier, Farvagny) regions. The assortment comprises over 15,000 articles spanning rider apparel (breeches, jackets, boots, helmets, gloves, safety vests), horse equipment (blankets, fly protection, bridles, halters, bits, saddle pads), stable supplies, and a separate children's/Icelandic/Western riding assortment. The catalog is anchored by the proprietary Felix Bühler brand and supplemented by more than 10 sub-brands (STEEDS, THERMO MASTER, SHOWMASTER, KNIGHTSBRIDGE, RANCH-X, STONEDEEK, CLARIDGE HOUSE, FENGUR, TWIN OAKS, Equilibre, EQUESTRIAN WORK WEAR) alongside third-party brands.
The business generates revenue primarily through one-time product sales, supplemented by a VIP subscription service (19.90 CHF per year providing free shipping) and ancillary services such as gift certificates and a horse blanket washing service. Free shipping is also granted on orders exceeding 150 CHF, with a 30-day money-back guarantee across all purchases. The technology stack is a third-party e-commerce platform (websale8 provided by Krämer Pferdesport), with no proprietary technology identified. The customer base spans individual equestrian riders (primary), horse owners, and stable operators across Switzerland; no named enterprise accounts are disclosed. No funding rounds, M&A, leadership details, or revenue figures are publicly available, and the company operates as a private Swiss retail entity.
Felix Bühler firmographics
Firmographics- Name
- Felix Bühler
- Legal name
- Felix Bühler
- Website
- https://horseland.ch
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Felix Bühler is a Switzerland-based omni-channel specialty retailer selling equestrian riding apparel, horse equipment, and stable supplies through 17 physical stores and a dedicated e-commerce platform serving Swiss riders, horse owners, and stable operators.
- Ownership category
- akta.pro rank
Where Felix Bühler is headquartered
LocationHeadquarters
- HQ city
- Baar-Sihlbrugg
- HQ country
- Switzerland
- HQ region
- Europe
Offices16 records
Markets served
Felix Bühler business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Product Sales: Felix Bühler generates revenue through one-time product sales of equestrian equipment and apparel. Products include riding clothing, horse accessories, stable equipment, and branded items. The company sells both its own Felix Bühler brand and third-party brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | VIP Service annual subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Felix Bühler product offering
Product offeringCore offering
Felix Bühler is a Switzerland-focused equestrian retailer selling riding apparel, horse equipment, and stable supplies through its own brand and multiple sub-brands via an online shop and 17 physical retail stores. The catalog exceeds 15,000 articles spanning rider clothing (breeches, jackets, helmets, boots, gloves, safety vests), horse gear (blankets, fly protection, bridles, halters, bits, saddle pads), and stable management items. Supplementary paid services include gift certificates, an annual VIP free-shipping subscription, and a professional horse blanket washing service.
Product overview
Felix Bühler is a Swiss e-commerce retailer specializing in equestrian riding apparel and horse equipment, operating on the websale8 e-commerce platform. The company offers its own Felix Bühler branded products alongside multiple sub-brands including STEEDS (riding boots), THERMO MASTER (horse blankets), SHOWMASTER (insect protection), KNIGHTSBRIDGE (safety helmets), RANCH-X and STONEDEEK (Western riding apparel), CLARIDGE HOUSE (tack), Equilibre (children's apparel), FENGUR (Icelandic riding), and TWIN OAKS (accessories). The product portfolio encompasses riding breeches, functional shirts, riding jackets, riding helmets, safety vests, gloves, boots, horse blankets, fly masks, saddle pads, bridles, halters, bits, horse care products, and stable equipment. Additional services include gift certificates, a VIP subscription for free shipping, and a blanket washing service. The company operates 17 physical store locations throughout Switzerland alongside its online shopping platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Felix B\u00fchler own brand equestrian products
Quantifiable outcome
- 30-day money-back guarantee on all purchases
- +1 more outcomes
Companies that use Felix Bühler
Customer profileSegments3 records
Ideal customer profiles3 records
Felix Bühler technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Felix Bühler partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Krämer PferdesportminorFelix Bühler operates as a webshop under the Krämer Pferdesport e-commerce infrastructure, using their websale8_shop platform and templates. The URL structure indicates felix-buehler.ch is part of the Krämer Pferdesport network.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Felix Bühler competitors and assessment
Company assessmentRegional players
- Reiter & Pferd: Specialty equestrian retailer in the DACH region with comparable product mix in riding apparel and horse care; relevant as a regional peer given Felix Bühler's Swiss-only footprint.
Emerging players
- Pikeur: Premium German riding apparel brand competing at the upper end of Felix Bühler's riding-clothing assortment and often stocked alongside Felix Bühler own-brand products.
- Bucas (horse blankets): Specialty horse-blanket and turnout-rug manufacturer whose products compete directly with Felix Bühler's THERMO MASTER horse-blanket line — comparable on category depth in a core Felix Bühler segment.
- Cavallo (brand): Riding-boot and riding-apparel brand whose products overlap with Felix Bühler's STEEDS and Felix Bühler apparel lines — a brand-level competitor in the rider-apparel segment.
Direct peers
- Horze: European e-commerce-first equestrian retailer with deep assortment in riding apparel and horse equipment — directly comparable on online channel and product breadth, though lacking a comparable physical-store network.
- Equiva: German specialty equestrian retailer combining e-commerce with a network of physical stores selling riding apparel, horse equipment, and stable supplies — a near-identical omnichannel model to Felix Bühler but at larger scale across Germany.
- Loesdau: German equestrian specialist retailer with multi-channel distribution (online + catalog + physical), offering a comparable assortment of riding apparel, horse gear, and stable supplies to equestrian enthusiasts.
Broad incumbents
- Decathlon: Global sporting goods retailer carrying equestrian products as part of a broader assortment. Operates in Switzerland and competes for the same casual rider and beginner segments Felix Bühler serves.
- Krämer Pferdesport: One of the largest equestrian retailers in Germany and the broader DACH region, operating a comparable multi-category equestrian assortment. Krämer is also Felix Bühler's apparent platform and infrastructure partner, making it the closest comparable in business model and scale.
- Mountain Warehouse: Multi-category outdoor and country-retail chain with stores across Europe, including equestrian-adjacent product lines; relevant as a broader sporting/outdoor retailer competing for similar country-lifestyle spending in Switzerland.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Felix Bühler social profiles
Digital presenceFelix Bühler financial estimates
Financial estimateRevenue estimate
Valuation estimate
Felix Bühler leadership team
Management profileNumber of profiles
Felix Bühler funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Felix Bühler 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 Felix Bühler
What does Felix Bühler do?
Felix Bühler is a Switzerland-focused equestrian retailer selling riding apparel, horse equipment, and stable supplies through its own brand and multiple sub-brands via an online shop and 17 physical retail stores. The catalog exceeds 15,000 articles spanning rider clothing (breeches, jackets, helmets, boots, gloves, safety vests), horse gear (blankets, fly protection, bridles, halters, bits, saddle pads), and stable management items. Supplementary paid services include gift certificates, an annual VIP free-shipping subscription, and a professional horse blanket washing service.
Is Felix Bühler a public or private company?
Felix Bühler is a private company. It is classified as unknown and is currently operating.
When was Felix Bühler founded?
Felix Bühler was founded in -1. It employs 1 to 10 people.
Where is Felix Bühler based?
Felix Bühler is headquartered in Baar-Sihlbrugg, Switzerland, in the Europe region.
How does Felix Bühler make money?
One revenue line is on record: product Sales.
Who are Felix Bühler's main competitors?
Reiter & Pferd is listed as a regional player. Emerging players are Pikeur, Bucas (horse blankets) and Cavallo (brand). Direct peers are Horze, Equiva and Loesdau. Broad incumbents are Decathlon, Krämer Pferdesport and Mountain Warehouse.
Does Felix Bühler have an API?
No public API is recorded for Felix Bühler.