What Country & Stable does

Country & Stable (legal entity: Country & Stable of Olney Limited) is a UK-based direct-to-consumer e-commerce retailer specializing in equestrian and country lifestyle products. Founded in 2012 and headquartered in Olney, United Kingdom, the company operates a single online storefront (countryandstable.co.uk) built on the BigCommerce platform, supported by phone (0800 054 2205) and email customer service. The firm is a privately-held UK private limited company (company number 07899150, VAT 127338122) with 11–50 employees, serving exclusively UK consumers with free delivery on orders over £50.

The business operates as a multi-brand aggregator, stocking 150–200+ equestrian and country living brands across core categories: horse rugs and protection, tack and saddlery, horse boots and bandages, grooming and supplements, riding hats and safety wear, rider apparel and footwear, country clothing, stable and yard equipment, and dog products. Brand relationships include LeMieux, Shires Equestrian, Woof Wear, Premier Equine, Barbour, Horseware Ireland, Aigle, Ariat, Tommy Hilfiger, Kentucky Horsewear, Charles Owen, and Racesafe, with BETA Approved Retailer status providing a sector-specific credential for equestrian safety product sales. The portfolio spans price points from ~£7.95 (e.g., Aigle Polishing Sponge) to £232.50+ (e.g., Aigle Parcours 2 ISO Open Wellies).

The revenue model is straightforward transactional e-commerce: one-time unit purchases at listed prices, supplemented by a Premier Club loyalty program (10% off first purchase, priority access to deals) for customer acquisition and light retention, plus a price-match promise. There are no subscription contracts, no enterprise customers, no disclosed funding rounds, no M&A activity, and no parent company. Marketing channels are the website itself, an email newsletter, and content/blog posts; the entire geographic footprint is the United Kingdom, with no international shipping or global distribution claimed.

Name

Country & Stable

Legal name

Country & Stable

Website

https://countryandstable.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Country & Stable is a UK-based direct-to-consumer e-commerce retailer based in Olney that sells equestrian apparel, horse rugs, tack, footwear, country clothing, and pet accessories from 150+ brands through its own online storefront, serving UK riders, horse owners, and country lifestyle consumers.

Ownership category

akta.pro rank

Product category

Equestrian and Country Lifestyle Retail

NAICS

Sporting Goods Retailers (45911), Pet and Pet Supplies Retailers (459910), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Equestrian apparel
• Horse rugs
• Riding safety gear
• Tack and saddlery
• Country footwear

Headquarters

HQ city

Olney

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Country & Stable generates revenue through direct online sales of equestrian and country living products. The business operates on a one-time transaction model where customers purchase products at listed prices with optional free delivery threshold (£50+). The Premier Club membership offers a 10% discount on first purchase as a customer acquisition tool.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Country & Stable is a direct-to-consumer e-commerce retailer that sells equestrian and country living products online through its own online storefront. The offering includes horse rugs, tack and saddlery, grooming products, riding hats and body protectors, rider apparel for women, men, and children, riding and country footwear, dog accessories, stable and yard equipment, and horse supplements. The retailer stocks over 150 brands including LeMieux, Shires Equestrian, Barbour, Ariat, and Charles Owen, and operates as a BETA Approved Retailer.

Product overview

Country & Stable is a UK-based equestrian and country lifestyle e-commerce retailer offering a comprehensive portfolio of horse equipment, rider wear, and outdoor accessories. The business operates as a multi-brand e-commerce platform featuring hundreds of branded products across core categories: Horse Rugs & Protection (turnout/stable/fly rugs, boots, bandages, tack), Rider Wear (competition clothing, footwear, accessories for women/men/kids), Safety Gear (riding hats, body protectors, air jackets), Horse Care (grooming, supplements, health products), and Dog Products. The store features major brands including LeMieux, Shires, Woof Wear, Premier Equine, Barbour, Horseware Ireland, Aigle, Ariat, and Tommy Hilfiger. The offering includes both everyday affordable essentials and premium competition-level products, positioned as a BETA Approved Retailer committed to equestrian safety standards.

Differentiator

Problem solved

Functional benefit

Products and services

• LeMieux Equestrian Brand Range Premium LeMieux equestrian range including saddle pads, numnahs, horse boots, and rider accessories for UK equestrian riders and horse owners, with seasonal collections such as Lilac, Juniper, Damson, and Cranberry.
• Shires Equestrian Brand Range Leading British equestrian brand offered through the retailer, providing horse rugs, tack, and riding accessories for everyday and competition use targeted at UK horse owners and riders.
• Barbour Country Clothing Brand Range Iconic British country clothing brand including wax jackets, quilted coats, and outdoor attire targeted at UK country lifestyle consumers and equestrians.
• Ariat Performance Footwear Range Performance riding boots and country footwear combining technical innovation with Western and English riding styles for UK equestrian and country lifestyle consumers.
• Horseware Ireland Horse Rug Range Irish equestrian brand offering innovative horse rugs including Rambo, Rhino, and Amigo ranges with advanced waterproofing technology targeted at UK horse owners.
• Aigle Waterproof Footwear Range French-made luxury waterproof boots and outdoor footwear including wellingtons, walking shoes, and country boots crafted from natural rubber for UK country lifestyle and equestrian consumers.
• Charles Owen Riding Hats Range Safety-certified riding hats and helmets meeting British and international equestrian safety standards for competition and everyday riding targeted at UK equestrian riders.
• Racesafe Body Protector Range Specialist body protectors and air jackets providing impact protection for horse riders in competition and training, sold under the Racesafe brand through the retailer.
• Woof Wear Protective Gear Range Equestrian brand offering horse boots, bandages, and protective gear for schooling, cross-country, and competition use targeted at UK horse owners and riders.
• Premier Equine Equestrian Range Quality equestrian products including horse rugs, boots, and tack accessories at accessible price points for UK equestrian riders and horse owners.
• Tommy Hilfiger Equestrian-Inspired Range Premium lifestyle brand offering equestrian-inspired clothing and accessories including jackets, tops, and footwear targeted at country lifestyle consumers.
• Kentucky Horsewear Premium Range Premium horsewear brand offering saddle pads, boots, and protective wear with a refined aesthetic for UK equestrian riders.
• Absorbine Horse Care Range Premium horse grooming and equine care products including Absorbine Liniment (established 1892), ShowSheen grooming spray, mane and tail detanglers, and hoof polish.
• Acavallo Italian Tack Range Italian-made innovative gel saddle pads, seat savers, stirrups, and horse tack accessories designed for rider comfort and horse well-being, trusted by international riders.
• Horse Rugs Product Category Comprehensive range of horse blankets including turnout rugs (lightweight, medium, heavyweight), stable rugs, fleeces, coolers, therapy rugs, and rug accessories for UK horse owners.
• Fly & UV Protection Product Category Summer protection products including fly rugs, fly masks, sweet itch rugs, and fly sprays to protect horses from insects and sun damage.
• Tack & Saddlery Product Category Complete saddlery range including saddle pads, bridles, bits, girths, stirrups, reins, and leather care products for UK equestrian riders.
• Horse Boots & Bandages Product Category Protective leg wear including schooling boots, tendon boots, cross-country boots, overreach boots, travel boots, and therapy boots for UK horse owners and riders.
• Riding Hats & Safety Wear Product Category Safety headgear and protective equipment including peaked riding hats, skull caps, body protectors, back protectors, and air jackets sold under BETA Approved Retailer standards.
• Grooming Products Category Horse care and grooming supplies including brushes, shampoos, coat care, hoof care, clipping equipment, and stable hygiene products for UK horse owners.
• Horse Supplements & Care Category Health and wellness products including joint supplements, digestive aids, calming supplements, vitamins, respiratory support, and first aid supplies for horses.
• Rider Wear Product Category Complete rider clothing ranges for women, men, and kids including competition jackets, breeches, riding tights, baselayers, and casual country clothing.
• Riding Footwear Product Category Riding boots and country footwear including long riding boots, short boots, wellington boots, yard boots, and casual footwear for UK equestrian and country consumers.
• Dog Products Category Pet care items for dogs including beds, collars, leads, harnesses, grooming supplies, coats, travel accessories, and training treats for UK dog owners.
• Stable & Yard Equipment Category Yard essentials including buckets, feed bowls, haynets, stable equipment, field fencing, and stable toys and enrichment for UK horse owners and yard managers.
• Premier Club Loyalty Program Free Premier Club membership providing 10% discount on first purchase and priority access to deals and new product launches for UK customers of Country & Stable.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and flagship.

• BETA (British Equestrian Trade Association)coreStrategic or Co-development PartnerCountry & Stable is a BETA Approved Retailer, demonstrating commitment to promoting the highest standards of equestrian safety. This certification provides credibility for selling riding hats, body protectors, and safety wear that meet current industry regulations.
• LeMieuxflagshipChannel Partner/ Reseller/ DistributorMajor brand partner with dedicated landing pages, seasonal collections (e.g., Lilac, Juniper, Damson, Cranberry collections), and exclusive deals section featuring LeMieux Last Chance clearance items.
• Shires EquestriancoreChannel Partner/ Reseller/ DistributorFeatured as a leading brand alongside LeMieux in product descriptions, offering everyday horse and rider essentials.
• Woof WearcoreChannel Partner/ Reseller/ DistributorListed as a leading brand partner offering equestrian products.
• Premier EquinecoreChannel Partner/ Reseller/ DistributorFeatured brand partner offering horse and rider products.
• BarbourflagshipChannel Partner/ Reseller/ DistributorPremium country clothing brand with dedicated landing pages and Barbour Last Chance clearance deals section.
• Tommy HilfigerflagshipChannel Partner/ Reseller/ DistributorPremium lifestyle brand featured in brand showcase on homepage with equestrian and country clothing offerings.
• WeatherBeetacoreChannel Partner/ Reseller/ DistributorFeatured brand with dedicated WeatherBeeta Offers deals section on the website.
• Horseware IrelandcoreChannel Partner/ Reseller/ DistributorMajor equestrian brand partner featured in brand showcase, including Amigo sub-brand products.
• Kentucky HorsewearflagshipChannel Partner/ Reseller/ DistributorPremium equestrian brand featured prominently in homepage brand showcase.
• Charles OwencoreChannel Partner/ Reseller/ DistributorSafety-focused riding hat brand partner, important for BETA Approved Retailer positioning.
• RacesafecoreChannel Partner/ Reseller/ DistributorBody protector and air jacket brand featured in homepage promotional banner highlighting safety products.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Direct peers

• VioVet: UK online retailer focused on equestrian, pet, and animal health products. Direct competitor with overlapping horse care, supplements, and tack categories and similar DTC e-commerce model.
• Harry Hall: UK equestrian retailer with both own-brand and multi-brand products sold direct-to-consumer online. Closely comparable in customer base (riders, horse owners) and equestrian product range.
• The Saddlery Shop: UK online equestrian retailer offering tack, rugs, rider wear, and accessories. Comparable multi-brand specialist e-commerce positioning within UK equestrian vertical.
• Robinsons Equestrian: UK-based online equestrian retailer offering horse rugs, tack, rider wear, and country clothing. Direct competitor to Country & Stable with overlapping multi-brand model and similar UK DTC e-commerce focus.
• Riding Mill: UK equestrian retailer offering horse and rider products online. Direct competitor in the specialist UK equestrian e-commerce space with similar breadth of brands.
• Millbry Hill: UK equestrian country store offering horse equipment, rider wear, and country clothing with both physical and online presence. Comparable multi-category equestrian retail proposition.
• Houghton Country: UK online equestrian retailer specialising in country clothing, footwear, and rider apparel. Competes directly with Country & Stable's country wear and rider wear categories.

Emerging players

• Cotswold Country Clothing: UK retailer specialising in country clothing and footwear. Partial overlap with Country & Stable's Barbour/Aigle range, but focused primarily on the country lifestyle rather than full equestrian category.

Broad incumbents

• Pets at Home: UK's largest pet retailer with extensive online and physical footprint. Overlaps with Country & Stable's dog products category and competes for brand partnerships in pet accessories.
• Amazon UK: UK generalist e-commerce marketplace stocking many equestrian brands. Competes with Country & Stable on price, delivery, and convenience for branded products, though lacks specialisation in equestrian safety advice.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Compliance1 record

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 Country & Stable