Alante spordi- ja tervisekaubad

What Alante spordi- ja tervisekaubad does

Alante OÜ, operating commercially as Alante spordi- ja tervisekaubad (registration code 11172017), is an Estonian private limited company registered in Anija vald, Harju County, that runs a bilingual (Estonian/English) specialty e-commerce storefront at alante.eu. The business resells a curated 223+ SKU catalog of therapeutic sports and health products organized around four target user groups — humans, horses, dogs, and wellness consumers — rather than developing its own technology. Its core offering is built on Back on Track, a Swedish brand (founded 2000) whose products use Welltex, a ceramic-infused polypropylene or polyester fabric that reflects body heat as far-infrared waves to improve blood circulation, reduce inflammation, and accelerate recovery. Complementary technologies and brands include Cool on Track evaporative cooling products for horses and dogs, electrically heated vests (Teide for men, Etna for women), PADMA Swiss-made Tibetan herbal supplements distributed via Estonian importer OÜ Menmo, Wellaware dietary supplements, and horse-related books. Products are described as combining ancient medical knowledge (Tibetan and Chinese medicine principles) with modern textile and material technologies.

The company operates a self-serve, direct-to-consumer commerce model. Pricing is unit-based with most SKUs between €15–€90 and a range of €9–€299; VAT is included, shipping is free within Estonia on orders over €100, orders ship within 3 business days, and a 14-day return policy applies to unused items in original packaging. An installment payment option (järelmaks) is available for orders over €100. Business buyers can request invoices via [email protected]. Customer segments include equestrian enthusiasts, dog owners (particularly thin-coated and athletic breeds), health-conscious humans and athletes, and natural-health consumers seeking Tibetan herbal supplements. Distribution is primarily the alante.eu storefront, supplemented by physical retail placement of selected Back on Track products at Salutaris Tervisekaubad in Tartu and Tervise Abi stores in Tallinn, with ad hoc international shipping available.

Demand generation relies on organic search, bilingual on-site content describing underlying material technologies, and product-page customer reviews rather than paid advertising or an active social presence. Alante does not operate a mobile app, public APIs, or proprietary technology of its own; all material and brand IP resides with its suppliers (Back on Track, PADMA AG, Wellaware). The company appears to be founder-operated and independently owned, with no disclosed institutional investors, parent company, funding events, or leadership changes in the source material.

Name

Alante spordi- ja tervisekaubad

Legal name

Alante OÜ

Website

https://alante.eu

Company type

Private

Founded year

2005

Operating status

Operating

Short description

Alante OÜ is an Estonian e-commerce retailer that resells a curated catalog of therapeutic sports and health products for humans, horses, and dogs — primarily Back on Track branded Welltex-ceramic fabric goods, plus cooling products, heated apparel, and Tibetan herbal supplements.

Ownership category

akta.pro rank

Product category

Specialty Therapeutic Sports and Health E-commerce Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Therapeutic sports products
• Equestrian health supplies
• Joint support braces
• Pet wellness apparel
• Ceramic-infused textiles

Headquarters

HQ city

Anija vald

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Product Sales: Alante generates revenue through direct online retail sales of health and sports products via its e-commerce storefront at alante.eu. Customers select products, add them to cart, and complete purchases online. The company also accepts purchase orders via email ([email protected]) for business customers requiring invoices. Orders are shipped within 3 business days.
2. Installment Payment (Järelmaks): From orders over €100, customers can choose installment payment (järelmaks) directly in the shopping cart, providing a financing option for higher-value purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Alante is an Estonian e-commerce retailer selling a curated catalog of therapeutic sports and health products, primarily the Back on Track brand (joint supports, apparel, equestrian and canine products using Welltex ceramic-infused fabric technology), plus Cool on Track cooling products for horses, electrically heated vests, Wellaware dietary supplements, PADMA Tibetan herbal supplements, and equestrian books. The store operates via a bilingual Estonian/English WooCommerce storefront at alante.eu with 223+ products across 13 catalog pages, shipping orders within 3 business days.

Product overview

Alante spordi- ja tervisekaubad is an e-commerce retailer offering a curated portfolio of therapeutic sports and health products. The core offering centers on BACK ON TRACK branded products featuring proprietary Welltex technology—ceramic-infused materials that reflect body heat to improve blood circulation, reduce pain, inflammation, and swelling. The portfolio is organized by target user: products for humans (joint supports, braces, apparel, heated vests), products for horses (saddle pads, blankets, boots, halters), and products for dogs (jackets, mats, protective gear). Complementary product lines include Cool on Track cooling products for equines, PADMA Swiss-made Tibetan traditional medicine supplements, Wellaware dietary supplements, and horse-related books. The company operates as a WooCommerce-based e-commerce platform selling these curated products primarily to Estonian and European customers.

Differentiator

Problem solved

Functional benefit

Products and services

• BACK ON TRACK products for humans Therapeutic apparel and braces for humans using Welltex ceramic-powder technology that reflects body heat to improve blood circulation, reduce pain, inflammation, and swelling. Includes joint supports, gloves, socks, shirts, hats, scarves, back support belts, and heated vests. Targeted at athletes, office workers, and individuals with chronic joint or muscle pain.
• BACK ON TRACK products for horses Equine therapeutic products including saddle pads, girths, boots, blankets, halters, and cotton pads utilizing Welltex technology to support blood circulation and reduce muscle tension in horses. Used in dressage, show jumping, general riding, stable management, and transport.
• BACK ON TRACK products for dogs Canine therapeutic apparel including jackets, mats, and protective gear with Welltex technology to improve blood circulation and support joint health for dogs. Targeted especially at thin-coated, athletic, and working breeds.
• Cool on Track cooling products Cooling products for horses using evaporative cooling technology, including cooling blankets, neck coolers, and bell boots designed to reduce body temperature during exercise or in warm weather. Positioned for post-workout recovery and heat management.
• Electrically heated vests (Teide men's, Etna women's) Heated vests with warming elements on both upper and lower back. Available in men's (Teide) and women's (Etna) versions. Provides adjustable warmth for cold-weather use.
• Wellaware dietary supplements Tibetan traditional medicine-based dietary supplements including rosehip powders, smoothie powders, and various health supplements (e.g., Workout Beet up+Kollageen 300g).
• PADMA Tibetan herbal supplements Swiss-made Tibetan traditional medicine-based capsules including PADMA Basic (immune system), PADMA Digestin (digestion), PADMA Nervotonin (stress, anxiety, fatigue, insomnia), PADMA Hepaten (liver cleansing), and PADMA Galetonin (liver fat, bile, stomach). Sourced through Estonian importer OÜ Menmo.
• Books Horse-related books including 'My Horses, My Teachers' by Alois Podhajsky and 'Heino Kasesalu. Elu ja töö' about horse training and rider-horse relationships.
• Valtrapid saddle pads (saddle pads + Welltex) Dressage and jumping saddle pads with Welltex technology, available in Nights Collection, Haze Collection, and Air Flow 3D Mesh variants. Features include two-layer filling material, raised wither area, and breathable design.

Quantifiable outcome

• Welltex technology improves blood circulation in treated areas, reducing muscle tension and accelerating recovery from injuries and inflammation
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Back on TrackcoreChannel Partner/ Reseller/ DistributorBack on Track is the primary brand carried by Alante. It is a Swedish company (founded in 2000) that creates physiotherapy-effect products combining ancient Chinese medicine knowledge with modern manufacturing technology. Alante resells the full range of Back on Track products including Welltex-based joint supports, horse blankets, dog coats, and thermal apparel. The Welltex ceramic-infused fabric technology reflects body heat as far-infrared waves to improve circulation, reduce pain, and accelerate recovery.
• Salutaris TervisekaubadminorChannel Partner/ Reseller/ DistributorSalutaris Tervisekaubad is a physical health products retailer in Tartu (Kalevi tn 4) that carries Back on Track products sold by Alante. Specifically, the Seljavöö topeltkinnitustega back support belt is available for purchase at Salutaris stores in addition to Alante's online store.
• Tervise Abi KauplusedminorChannel Partner/ Reseller/ DistributorTervise Abi is an Estonian health products retail chain. The Seljavöö topeltkinnitustega back support belt is also available at Tervise Abi stores, with stock noted at Ädala 11, Tallinn.
• OÜ MenmominorOthersOÜ Menmo is the Estonian importer of PADMA Tibetan herbal supplements. Alante resells PADMA products sourced through this importer. Contact information provided on PADMA product pages: Liiva 20B, Pärnu.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Salutaris Tervisekaubad: Estonian health-products retailer carrying Back on Track products; identified in Alante's data as an authorized physical reseller in Tartu. Directly competes with Alante for the same Estonian customer base across therapeutic apparel and supports.
• Horse24: European equestrian e-commerce specialist with multi-brand equestrian assortment. Direct overlap with Alante's horse category (saddle pads, blankets, boots, halters), serving the same rider base online.
• Tervise Abi: Estonian health-products retail chain referenced in Alante's data as another channel for Back on Track items such as back support belts. Overlaps directly with Alante in product line and customer segment.

Broad incumbents

• Holland & Barrett: Large UK-based health and wellness retailer with extensive online presence across Europe. Overlaps with Alante's joint support, supplement, and thermal apparel categories but at significantly greater scale and across a much broader assortment.
• Pets at Home: UK-based omnichannel pet retailer with large online and physical footprint. Adjacent to Alante's dog apparel/joint range but with much broader pet category scope and scale.
• Mountain Warehouse: Multi-category outdoor and active retailer with strong European e-commerce presence. Overlaps with Alante on thermal apparel, heated vests, and activewear but does not target equine or canine therapeutic segments.
• Decathlon: Global sporting goods retailer with deep online catalog and physical stores across Europe. Competes with Alante on joint supports, athletic apparel, and thermal wear but lacks a focused therapeutic-ceramic niche and an equestrian/canine offering.

Emerging players

• Zooplus: Leading European online pet supplies retailer. Comparable to Alante on its canine apparel category but focused on broader pet food and accessories rather than therapeutic apparel for working and sporting dogs.
• Sportpursuit: European online outlet for premium sporting and outdoor brands. Comparable to Alante's online-only, multi-brand approach in activewear and accessories but focused on discounted mainstream sports brands rather than therapeutic ceramics.

Others

• Back on Track: Swedish manufacturer of Welltex ceramic-infused therapeutic apparel and Alante's primary brand partner. Not a pure competitor but sells the same branded products direct-to-consumer globally, including in European markets where Alante could otherwise expand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Alante spordi- ja tervisekaubad