Horseonline.se

Name

Horseonline.se

Legal name

Horseonline AB

Website

https://horseonline.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Kalmar

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail: Online retail of equestrian equipment, riding gear, horse care products, and dog supplies through direct consumer sales. Revenue generated through one-time product transactions with no subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Horseonline.se operates a direct-to-consumer online equestrian superstore selling horse blankets, tack, riding apparel, riding equipment, care and maintenance products, feed supplements, fly protection, footwear, stable equipment, dog supplies, and seasonal items. Customers browse a wide assortment of curated brands (including in-house sub-brands Protector and Cavalor), check out self-serve, and receive orders via 2–4 day domestic shipping with free delivery over 799 SEK.

Product overview

Horseonline.se is a Swedish e-commerce platform operating as an online equestrian superstore. The core product is its e-commerce platform offering a comprehensive portfolio across multiple product categories including horse blankets (Hästtäcken), horse equipment (Hästutrustning) like boots, bridles, and bits, riding apparel (Ridkläder), riding equipment (Ridutrustning) including helmets, care & maintenance products (Skötsel & Vård), feed supplements (Fodertillskott), fly protection (Flugskydd), footwear, stable equipment, dog supplies, and seasonal items. The platform features sub-brands such as Protector (budget-friendly equipment) and Cavalor (premium feed supplements). Additional brands sold include Trikem, NAF, Back on Track, Mountain Horse, Bucas, Kentucky Horsewear, Ariat, and many others. Services include 60-day return policy, free shipping over 799 SEK, and international shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Horseonline.se Online Equestrian Store Swedish direct-to-consumer e-commerce storefront offering a comprehensive catalog of horse blankets, tack, riding apparel, riding equipment, care and maintenance products, feed supplements, fly protection, footwear, stable equipment, dog supplies, and seasonal items. Customers can shop self-serve, with 60-day open purchase, free shipping over 799 SEK, and 2-4 day delivery across Sweden.
• Protector brand products House sub-brand offering budget-friendly horse and rider equipment including halters, leads, girths, pads, leg protection, boots, brushes, coat shine, hoof care, fencing, and stable equipment in multiple color variants.
• Cavalor brand products

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Annika KrausecoreOthersHired in October 2023 as International Sales Manager to drive European expansion. Previously Head of International Sales at Nordic Nest. Started January 2024.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Zooplus: Zooplus is Europe's leading online pet retailer, operating across 30+ countries with deep assortment in dog and pet categories. It is a broad incumbent adjacent to Horseonline's dog/care range and a benchmark for cross-border pet e-commerce economics.
• Decathlon: Decathlon is Europe's largest sporting-goods retailer, with growing equestrian SKU coverage across stores and online. It is a broad incumbent that competes for the same rider-customer wallet and could limit Horseonline's ability to command price premiums.
• Outnorth: Outnorth is a Nordic online retailer spanning outdoor, ski, and equestrian categories, with an overlapping equestrian assortment. It is a broader incumbent in the same retail channel where Horseonline's investor Ola Fors served as e-commerce chief.
• Musti Group: Musti Group is the largest Nordic specialty pet retail chain, operating multi-brand omnichannel stores across Finland, Sweden, and the Baltics. It is a broad incumbent adjacent to Horseonline's pet supplies assortment, with significantly larger scale.

Direct peers

• Horze International: Horze is one of Europe's largest online equestrian retailers, operating multiple country-specific sites across the Nordics and broader Europe with a comparable assortment of tack, apparel, blankets, and stable equipment. It is the most direct comp to Horseonline's own model and Equinest expansion strategy.
• Agradi: Agradi is a leading Dutch online equestrian retailer with cross-border delivery across Europe, offering a comparable catalog of horse equipment, riding apparel, and stable supplies. It is a direct peer for Horseonline in its Benelux/DACH markets via Equinest.
• Equishop / Equestrian Collections (Equi-Shop): Equishop is a European online equestrian retailer with multi-country sites, selling tack, riding apparel, helmets, and stable equipment. It is a direct competitor to Horseonline's product mix and international footprint.
• Eponia: Eponia is a European online equestrian and outdoor retailer operating across multiple countries, selling horse equipment, riding apparel, and complementary outdoor categories. Closely comparable to Horseonline's multi-country direct-to-consumer model.

Regional players

• Arken Zoo: Arken Zoo is a leading Swedish specialty pet retailer with a strong brick-and-mortar and online presence, selling dog and pet supplies that overlap with Horseonline's secondary "Dogs" category. It is the most relevant Swedish comp for that segment.

Others

• Nordic Nest: Nordic Nest is a Nordic design e-commerce retailer founded by Horseonline investor Jörgen Bödmar and where Annika Krause previously led international sales. It is not a direct competitor but a strategic operator-investor relationship that informs Horseonline's playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/horseonline.se
• LinkedInlinkedin.com/company/horseonline.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Horseonline.se