SmartPak

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.

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

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

• Equine supplements
• Equestrian supplies
• Horse tack equipment
• Horse health products
• Pet supplements

Headquarters

HQ city

Plymouth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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.
2. AutoShip Subscriptions: Recurring revenue from SmartPerks AutoShip program where customers set up automatic supplement deliveries, providing predictable recurring revenue and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• Xx.com/SmartPak
• YouTubeyoutube.com/user/SmartPakEquine
• Facebookfacebook.com/SmartPakEquine
• Instagraminstagram.com/smartpak
• LinkedInlinkedin.com/company/smartpak

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 SmartPak