SmartPak
SmartPak Equine is a US direct-to-consumer e-commerce retailer, owned by Chewy, that sells equestrian supplements, tack, apparel, and dog products through its signature pre-packaged SmartPaks daily supplement system and a subscription-based AutoShip program.
- Company typePrivate
- Founded-
- HeadquartersPlymouth, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What SmartPak does
SmartPak Equine, LLC is a US-based direct-to-consumer e-commerce retailer specializing in equestrian supplements, tack, apparel, and canopy products, operating under the SmartEquine and SmartPak brands as a wholly-owned subsidiary of Chewy. The company's flagship product is SmartPaks — a proprietary, pre-packaged daily supplement delivery system that organizes precise doses per horse into labeled packets, manufactured through a customization and embroidery facility in Plymouth, MA. The catalog spans 1,500+ supplement SKUs across 16+ health categories (digestion, joint, calming, hoof, metabolic, skin & coat, ulcers, etc.), house brands (SmartSupplements, SmartEquine, SmartTherapy with ThermoBalance ceramic far infrared technology, SmartCanine, Smart and Simple), and multi-brand merchandise across tack, blankets, rider apparel, grooming, barn supplies, fly control, and dog products.
The business model is subscription-anchored DTC commerce. Revenue is generated through one-time product purchases, recurring AutoShip orders (driven by the SmartPerks loyalty program offering 10% off SmartPak-brand merchandise and free shipping on supplement orders over $40), and value-added services like the ColiCare program (up to $15,000 in colic surgery reimbursement for enrolled supplement programs) and a wholesale channel. A physical retail store complements the smartpakequine.com storefront. The primary customer is the US horse owner and rider (casual to professional), with a secondary customer base of dog owners purchasing SmartCanine products. The company is privately held, single-jurisdiction (USA), and is supported by Chewy's e-commerce and logistics backbone rather than independent capital raises.
SmartPak firmographics
Firmographics- Name
- SmartPak
- Legal name
- SmartPak Equine, LLC
- Website
- https://smartpak.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SmartPak Equine is a US direct-to-consumer e-commerce retailer, owned by Chewy, that sells equestrian supplements, tack, apparel, and dog products through its signature pre-packaged SmartPaks daily supplement system and a subscription-based AutoShip program.
- Ownership category
- akta.pro rank
SmartPak industry classification
Industry- Product category
- Equestrian Supplies and Equine Health Products
- NAICS
- Animal Food Manufacturing (3111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Dog and Cat Food Manufacturing (311111)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)
- akta.pro secondary industries
- Equine Nutrition & Therapeutic Diets (HLAMAHAE), Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA), Equine Treats & Reward Products (AFADAEAH), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Organic/Non-GMO/Natural Feeds (AFADAEAI)
Keywords
Where SmartPak is headquartered
LocationHeadquarters
- HQ city
- Plymouth
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SmartPak business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Revenue from selling horse supplements, tack, equipment, blankets, apparel, health care products, and dog supplies through e-commerce platform. Includes both one-time purchases and AutoShip subscriptions.
- AutoShip Subscriptions: Recurring revenue from SmartPerks AutoShip program where customers set up automatic supplement deliveries, providing predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard e-commerce pricing with SmartPerks membership discount |
| Subscription | Monthly | First-time AutoShip promotional pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
SmartPak product offering
Product offeringCore offering
SmartPak operates a direct-to-consumer e-commerce platform selling equine and canine products, including horse supplements, tack, equipment, blankets, apparel, grooming supplies, barn/stable supplies, and dog products. Its signature offering is the SmartPaks pre-packaged daily supplement delivery system, which personalizes individual daily doses of supplements organized by horse, eliminating the need for multiple supplement buckets and ensuring accurate dosing.
Product overview
SmartPak is an e-commerce retailer specializing in equestrian and canine supplies. The core product is SmartPaks, a pre-packaged supplement delivery system, supported by proprietary brands including SmartEquine (blankets, sheets, stable supplies), SmartTherapy (ceramic/far infrared therapeutic products), SmartCanine (dog food and supplements), and SmartSupplements. Additional offerings include ColiCare (colic surgery reimbursement program), extensive horse health supplements across 16+ categories, tack and equipment, rider apparel, grooming supplies, barn/stable supplies, fly control products, and a SmartPerks AutoShip subscription service. The company operates as a single e-commerce platform with no modular architecture.
Differentiator
Problem solved
Functional benefit
Brands
- SmartSupplements: SmartPak's own brand of horse supplements
- SmartEquine
- SmartTherapy
- SmartCanine
- Smart and Simple
- Piper by SmartPak
- Harwich by SmartPak
- Plymouth by SmartPak
Quantifiable outcome
- $15,000 colic surgery reimbursement available through ColiCare program
Companies that use SmartPak
Customer profileSegments2 records
Ideal customer profiles2 records
SmartPak technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SmartPak partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
SmartPak competitors and assessment
Company assessmentDirect peers
- Jeffers Equine: Long-standing direct-mail and online equine/pet supply retailer offering supplements, tack, and stable supplies at competitive pricing. Competes head-to-head on volume equine supplement SKUs and AutoShip-style recurring delivery.
- KV Vet Supply: Online equine/livestock retailer focused on supplements, dewormers, and health products. Overlaps with SmartPak on supplement assortment and recurring delivery economics for the same horse-owner demographic.
- Platinum Performance: Veterinary-formulated equine supplement brand selling direct-to-consumer with subscription-style auto-delivery and a strong equine practitioner channel. Directly competes with SmartPak across joint, digestive, and wellness SKUs and mirrors the DTC-plus-subscription playbook.
- State Line Tack: Pure-play online tack and horse-care retailer with strong promotional pricing on apparel, equipment, and stable supplies. Competes directly with SmartPak's SmartEquine house brand and on price-conscious equestrian shoppers.
- Valley Vet Supply: Family-owned equine and livestock supply retailer offering supplements, health products, and tack through e-commerce plus a catalog channel. Directly comparable on equine supplement breadth, health-category focus, and serving horse-owning hobbyists and pros.
- Riding Warehouse: Direct-to-consumer retailer of English riding apparel, tack, and horse care products. Comparable on rider apparel assortment and e-commerce-first fulfillment model, with growing private-label exposure that mirrors SmartPak's house-brand strategy.
- Dover Saddlery: Specialty retailer of English riding tack, apparel, and horse care products operating both e-commerce and physical store locations. Highly comparable to SmartPak on rider apparel, tack, and barn-supply assortments across the same equine customer base.
- Big Dee's Tack & Vet Supplies: Independent multi-channel equine retailer with deep supplement, tack, and apparel assortment across e-commerce and physical stores. Closely comparable to SmartPak's mixed DTC-plus-storefront distribution model and US horse-owner customer base.
Emerging players
- Uckele Health & Nutrition: Equine and companion-animal supplement formulator and brand sold through retailer and practitioner channels. Comparable on equine-specific digestive, joint, and metabolic formulations that overlap with SmartPak's SmartSupplements line.
Broad incumbents
- Chewy: The largest US online pet retailer and SmartPak's parent company. Comparable as a broad e-commerce incumbent in pet supplies, with overlapping fulfillment, subscription, and customer-loyalty infrastructure that SmartPak now plugs into.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SmartPak social profiles
Digital presenceSmartPak financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartPak leadership team
Management profileNumber of profiles
SmartPak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartPak 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 SmartPak
What does SmartPak do?
SmartPak operates a direct-to-consumer e-commerce platform selling equine and canine products, including horse supplements, tack, equipment, blankets, apparel, grooming supplies, barn/stable supplies, and dog products. Its signature offering is the SmartPaks pre-packaged daily supplement delivery system, which personalizes individual daily doses of supplements organized by horse, eliminating the need for multiple supplement buckets and ensuring accurate dosing.
Is SmartPak a public or private company?
SmartPak is a private company. It is classified as corporate owned and is currently operating.
When was SmartPak founded?
SmartPak was founded in -1. It employs 101 to 250 people.
Where is SmartPak based?
SmartPak is headquartered in Plymouth, United States, in the North America region.
How does SmartPak make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are autoShip Subscriptions.
Who are SmartPak's main competitors?
Direct peers on record are Jeffers Equine, KV Vet Supply, Platinum Performance, State Line Tack, Valley Vet Supply, Riding Warehouse, Dover Saddlery and Big Dee's Tack & Vet Supplies. Uckele Health & Nutrition is listed as an emerging player. Chewy is listed as a broad incumbent.
Does SmartPak have an API?
No public API is recorded for SmartPak.
What industry is SmartPak in?
SmartPak's product category is Equestrian Supplies and Equine Health Products. Its primary akta.pro industry code is AFADAEAG, Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes), with a secondary code of HLAMAHAE, Equine Nutrition & Therapeutic Diets. Its NAICS code is 3111 and its SIC code is 200.