RB EQUESTRIAN LTD

What RB EQUESTRIAN LTD does

RB Equestrian Ltd is a UK-based, privately held equestrian retailer founded in 1989 in Milton Keynes. The business operates a hybrid omnichannel model: a physical superstore in Great Brickhill (Milton Keynes) that offers expert fitting services for saddles, riding hats, and body protectors, alongside a nationwide e-commerce platform with free UK delivery on orders over £40 and click-and-collect. Its customer base is direct-to-consumer and fragmented, spanning adult and child riders, competition riders, horse owners, and pet owners across the United Kingdom.

The product range is comprehensive and multi-brand, covering riding clothing and footwear, horse tack and saddlery, horse rugs, horse care products (including grooming, supplements, and wormers), stable and field equipment, pet products, and home/gifts. RB Equestrian distributes major equestrian brands including Ariat, LeMieux, Aubrion, Holland Cooper, Kask, Samshield, Weatherbeeta, Baileys Horse Feeds, NAF, and Equus Health. The technology backbone is a standard e-commerce platform integrated with a Citrus-Lime POS system, complemented by Klarna buy-now-pay-later at checkout, an RB Equestrian Rewards loyalty scheme offering 4% back on qualifying purchases, and a 60-day returns policy.

Revenue is generated almost entirely through one-time retail transactions across both online and physical channels. The company is founder-owned, has no disclosed institutional investors or external funding, and operates solely within the United Kingdom. Recent industry recognition includes the 2024 BETA Retailer of the Year Award (Retail Store) and the 2024 BETA Safety Equipment Fitter of the Year Award.

Name

RB EQUESTRIAN LTD

Legal name

RB Equestrian Ltd

Website

https://rbequestrian.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

RB Equestrian Ltd is a privately held UK equestrian retailer founded in 1989, operating a Milton Keynes superstore and a nationwide e-commerce platform selling multi-brand riding wear, tack, horse care, and pet products directly to individual riders, horse owners, and pet owners.

Ownership category

akta.pro rank

Product category

Equestrian Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Training, Stables & Equine Services (MPAEADAI)

akta.pro secondary industry

Equine Nutrition & Therapeutic Diets (HLAMAHAE)

Keywords

• Equestrian retail
• Riding clothing
• Horse tack
• Riding helmets
• Horse care supplies

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling equestrian products including horse riding clothing, horse tack, stable equipment, riding hats, grooming products, equestrian gifts, feed supplements, and pet products through both online and physical retail channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

RB Equestrian Ltd is a multi-channel equestrian retailer selling horse riding clothing, footwear, hats, body protectors, horse tack, saddlery, horse rugs, horse care products, stable equipment, pet products, and equestrian gifts through a physical superstore in Milton Keynes and a UK-wide e-commerce platform. The business stocks leading brands including Ariat, LeMieux, Kask, Samshield, Holland Cooper, Weatherbeeta, and NAF, and offers value-added in-store services such as saddle fitting, hat fitting, body protector fitting, and wormer advice.

Product overview

RB Equestrian Ltd operates as a traditional equestrian retail business offering a comprehensive range of horse riding gear, equestrian clothing, and horse tack through both a physical superstore in Milton Keynes and an online ecommerce platform. The company stocks products across multiple categories including riding hats and helmets (KASK, Samshield, Charles Owen, Evoke), body protectors, riding clothing for all ages and genders, footwear (Le Chameau, Ariat, Aigle), horse tack and saddlery, horse rugs (Weatherbeeta, LeMieux, Shires), horse care products (NAF supplements, grooming supplies), stable equipment, pet products, and home/gifts. The business operates on a multi-brand retail model, distributing products from major equestrian brands including Ariat, LeMieux, Aubrion, Holland Cooper, Kask, and Samshield. Additional services include in-store saddle fitting, hat fitting, body protector fitting, and a customer loyalty rewards program. The company was established in 1989 and is known for winning BETA Safety Equipment Fitter of the Year 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Riding Hats and Helmets Safety headwear for equestrian activities including KASK, Samshield (customizable), Charles Owen, Evoke, and Karben brands at various price points, with professional fitting available in store.
• Body Protectors Rider safety equipment offering protection for various equestrian disciplines, with BETA Level 3 standards and in-store fitting.
• Horse Riding Clothing Riding attire including show jackets, show shirts, jodhpurs, breeches, riding tights, and competition legwear for women, men, and children.
• Riding Footwear Boots including long riding boots, jodhpur boots, paddock boots, country boots, wellington boots, and footwear accessories from brands like Le Chameau, Ariat, and Aigle.
• Horse Tack and Saddlery Saddles (general purpose, close contact, dressage, pony), bridles, bits, girths, stirrups, reins, and leather care products.
• Horse Rugs Turnout rugs, stable rugs, exercise sheets, fly rugs, sweet itch rugs, therapy rugs, and rug accessories from brands including Weatherbeeta, LeMieux, and Shires.
• Horse Care Products Grooming equipment, shampoos, sprays, leg care, first aid, fly protection, wormers, and supplements from brands including NAF, Carr & Day & Martin, Equine America, and Supreme Products.
• Horse Boots and Protection Exercise boots, brushing boots, overreach boots, stable boots, travel boots, and hoof boots for horse leg protection.
• Riding Accessories Riding gloves, hat accessories, spurs, whips, ties, stocks, pins, hi-vis gear, and luggage for riders.
• Leisure Wear Casual equestrian clothing including base layers, gilets, hoodies, fleeces, jackets, coats, polo shirts, t-shirts, and trousers for leisure wear.
• Stable and Field Equipment Haynets, buckets, wheelbarrows, fencing, bedding, feed products (Baileys, Dengie, Dodson & Horrell, Spillers, TopSpec), and stable equipment.
• Pet Products Dog coats, collars, leads, grooming, beds, food, toys, and treats; also cat and chicken supplies.
• Home and Gifts Homeware, coasters, keyrings, signs, mugs, stationery, greeting cards, gift wrap, toys, games, hobby horses, and gift vouchers.
• In-Store Fitting and Advice Services Professional saddle fitting, wormer advice, hat fitting, and body protector fitting services delivered at the Milton Keynes store.
• Click and Collect Online ordering with free pickup at the Milton Keynes superstore.
• RB Equestrian Rewards Customer rewards program offering 4% back on qualifying purchases (excluding sale items).

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• NAF (Nine Feet)minorStrategic or Co-development PartnerNAF is a horse supplement and care brand whose products are sold through RB Equestrian. RB Equestrian promotes NAF products through blog content and special offers (e.g., 20% off NAF Pro Feet supplements).
• Equus HealthminorStrategic or Co-development PartnerEquus Health is a horse supplement brand stocked by RB Equestrian. RB Equestrian has featured Equus Health products in blog content and promotional offers (e.g., 10% off Equus Health products).
• LeMieuxminorChannel Partner/ Reseller/ DistributorLeMieux is a major equestrian brand whose products including saddle pads, grooming equipment, and turnout rugs are sold through RB Equestrian.
• AriatminorChannel Partner/ Reseller/ DistributorAriat is a leading equestrian footwear and clothing brand whose products are sold through RB Equestrian.
• KaskminorChannel Partner/ Reseller/ DistributorKask is a premium riding hat manufacturer whose helmets are sold through RB Equestrian with custom fitting options.
• SamshieldminorChannel Partner/ Reseller/ DistributorSamshield is a riding hat manufacturer offering customisable helmets sold through RB Equestrian with fitting services.
• Holland CooperminorChannel Partner/ Reseller/ DistributorHolland Cooper is an equestrian clothing brand whose products are sold through RB Equestrian.
• WeatherbeetaminorChannel Partner/ Reseller/ DistributorWeatherbeeta is a horse rug and turnout rug manufacturer whose products are sold through RB Equestrian.
• Baileys Horse FeedsminorChannel Partner/ Reseller/ DistributorBaileys is a horse feed brand stocked by RB Equestrian for stable and field supplies.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Countrywide Direct: UK equestrian and country retailer offering riding gear, stable supplies and feed from leading brands. Direct competitor across multiple product categories and customer segments.
• Animed Direct: UK online retailer focused on animal health, equine supplements, wormers, and grooming products. Directly comparable to RB Equestrian's horse care category and supplement partnerships (e.g., NAF, Equine America).
• Robinson's Equestrian: Independent UK equestrian retailer offering riding wear, tack, stable and horse care products. Overlaps directly with RB Equestrian on core categories and target customers.
• Houghton Country: UK equestrian country store and online retailer stocking riding apparel, footwear, hats, body protectors and countrywear from many of the same brands as RB Equestrian. Direct competitor targeting the same horse-rider persona.
• RideAway: UK online equestrian retailer specialising in riding clothing, footwear, saddlery, and rider safety equipment from major equestrian brands. Comparable in product range, customer base, and reliance on multi-brand sourcing.
• Naylors Equestrian: Long-established UK equestrian retailer offering a similar multi-category range of riding clothing, footwear, tack, rugs and stable supplies through both online and physical channels. Directly comparable in product mix, customer base, and omnichannel strategy.
• Equestrian Superstore: UK online equestrian retailer offering clothing, tack, rugs and stable equipment from major brands. Overlaps with RB Equestrian on product range, price-based positioning, and online-first convenience.

Broad incumbents

• Amazon UK: Mass-market e-commerce platform carrying many of the same equestrian brands and products. Competes on price, range depth, and delivery speed, but lacks specialist fitting services and equestrian-specific expertise.
• Pets at Home: UK pet retailer that has expanded into equine-adjacent categories via its equestrian-focused subsidiaries. Broad incumbent competing for the pet and animal-care portion of RB Equestrian's range rather than specialist riding apparel and tack.

Others

• LeMieux: Premium equestrian brand (saddle pads, rugs, clothing) sold through RB Equestrian. Not a retailer competitor but a key supplier/brand partner — relevant for understanding the brand portfolio and supplier dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/rbequestrian
• YouTubeyoutube.com/channel/UCj2oGlP3OB7RQRFq-KTWerw
• Facebookfacebook.com/RBEquestrianLtd
• Instagraminstagram.com/rbequestrianshop
• Pinterestpinterest.co.uk/RBEquestrian/_created
• LinkedInlinkedin.com/company/rb-equestrian-ltd

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 RB EQUESTRIAN LTD