La Martingale

What La Martingale does

La Martingale is a Belgian direct-to-consumer e-commerce retailer specializing in equestrian equipment, operating under the legal entity VAN AUBEL Group SPRL. The company is headquartered at Rue Mitoyenne 356, Lontzen, Belgium, and serves individual equestrian enthusiasts, amateur riders, hobbyists, and competitive riders across Belgium and neighboring regions. Its customer-facing presence combines a transactional online storefront at lamartingale.be with a physical retail store at the same Lontzen address, supported by Bpost for shipping and a free-delivery offering.

The product portfolio spans more than 20 core categories, including saddles and accessories, saddle pads, bridles, bits and training equipment, blankets and covers, leg protection, halters and lunge equipment, rider clothing and breeches, helmets and safety gear, boots and footwear, stable equipment, grooming supplies, horse care products, treats, and a separate dog products line. The catalog carries branded merchandise from over 100 equestrian suppliers, including Lamicell, Harcour, Kentucky, Eskadron, BR, Pikeur, Ariat, and Premiere. Products are organized by discipline (dressage, show jumping, cross-country, endurance, western, Icelandic/Haflinger), and pricing is unit-based with individual SKUs ranging from €0.50 to roughly €349.95.

The business model is a pure reseller play: La Martingale purchases branded equestrian goods and resells them at fixed unit prices to end consumers, with no subscription, membership, or licensing model. Marketing is conducted through the website catalog, search engine optimization, an email/newsletter channel, and a Facebook page (facebook.com/lamartingale.be). The company has no public API, no app, no disclosed technology partnerships beyond Bpost, and no AI or data capabilities. There is no disclosed revenue, no funding history, and no management team listed; the firm is a privately held single-entity retailer with five employees.

Name

La Martingale

Legal name

VAN AUBEL Group SPRL

Website

https://lamartingale.be

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

La Martingale is a Belgian e-commerce and physical-store retailer of equestrian equipment, operating under VAN AUBEL Group SPRL, serving individual riders in Belgium with 100+ brands across 20+ product categories and free Bpost delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Lontzen

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel

Revenue model

1. E-commerce retail sales: Direct-to-consumer online retail of equestrian equipment, saddles, rider apparel, horse care products, and stable equipment. Products are sold at fixed prices with free delivery available. The company operates as a reseller of branded equestrian goods.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

La Martingale is an equestrian equipment retailer operating both a physical store in Lontzen, Belgium, and an e-commerce website. The business sells branded riding and stable equipment sourced from more than 100 manufacturers, covering horse gear, rider apparel/footwear, stable equipment, and horse care products. It serves individual riders and equestrian enthusiasts with home delivery arranged through Bpost.

Product overview

La Martingale is an e-commerce equestrian equipment retailer operating as a single unified online store. The product portfolio comprises multiple core product categories including saddles and accessories, bridles and bits, leg protection, blankets/covers, halters and lunge equipment, rider clothing, footwear, grooming articles, and stable equipment. The company sells products across 20+ main categories with sub-categories covering horse care, competition wear, and dog accessories. They carry branded products from suppliers like Lamicell, BR, Eskadron, Kentucky, Premiere, Harcour, and others. The business operates as a B2C e-commerce platform with no API integrations, serving equestrian customers in Belgium and surrounding regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Saddle pads
• Halters and lead ropes
• Horse blankets
• Leather goods
• Horse boots
• Transport equipment
• Horse care products
• Rider apparel
• Rider footwear
• Stable equipment
• Riding gloves
• Books and DVDs

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BpostsupportingChannel Partner/ Reseller/ DistributorBpost is the logistics and delivery partner for La Martingale's e-commerce orders. They handle shipping of online purchases to customers, with free delivery offered on orders.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• Mountain Horse: Swedish equestrian apparel and footwear brand carried by many multi-brand retailers including La Martingale's competitors. Comparable as a brand/supplier in the European equestrian value chain rather than a direct retail competitor.

Direct peers

• Horze: International equestrian retailer (headquartered in Finland) operating a large e-commerce storefront carrying saddles, apparel, rider gear, and horse care products across Europe. Closely mirrors La Martingale's multi-brand, multi-discipline DTC equestrian model at much larger scale.
• Krämer Pferdesport: Germany's largest equestrian equipment retailer with both physical megastores and a comprehensive e-commerce catalog. Most directly comparable to La Martingale as a multi-brand equestrian specialist serving the German-speaking European market.
• SmartPak Equine: US equestrian retailer focused on horse health, supplements, riding apparel, tack, and stable supplies with strong digital marketing and subscription-based supplement delivery. Comparable to La Martingale in category breadth and direct-to-consumer equestrian focus.
• Riding Warehouse: US-based equestrian e-commerce retailer specializing in riding apparel, boots, helmets, saddles, and horse care products across multiple disciplines. Directly comparable to La Martingale as a curated multi-brand equestrian specialist competing primarily online.
• Dover Saddlery: Long-established US equestrian retailer with both retail stores and a comprehensive e-commerce site selling saddles, apparel, footwear, and horse care products. Closely comparable in product breadth, multi-discipline coverage, and DTC-plus-physical omnichannel structure.
• Cheval.fr (Sellerie Cheval): Major French equestrian equipment retailer with deep catalog across saddles, rider apparel, stable equipment, and horse care. Comparable to La Martingale as a French-language, multi-discipline equestrian specialist serving a neighboring Western European equestrian market.

Broad incumbents

• Decathlon: Global sporting goods incumbent that carries entry-level equestrian products alongside hundreds of other sports. Comparable as a competitor for casual equestrians and rider apparel, though it lacks the depth, premium brands, and discipline specialization of La Martingale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/lamartingale.be
• LinkedInlinkedin.com/company/la-martingale

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 La Martingale