the shoein' shop

What the shoein' shop does

The Shoein' Shop is a family-owned retail and wholesale distributor of farrier supplies, founded in 1973 by Lee Green and headquartered in a 20,000-square-foot facility at 31740 Dunlap Blvd in Yucaipa, California. The company sells horseshoes (aluminum, steel, rubber, and specialty bar shoes), horseshoe nails, farrier tools, hoof care products, aprons, hammers, knives, rasps, pads, anvils, shoeing boxes, sliding plates, traction studs, abrasives, and miscellaneous blacksmithing supplies from third-party brands including Kerckhaert, Mustad, Delta, Diamond, St. Croix, Grand Circuit, Kahn Forge, Werkman, and others, alongside its own branded line of tools and pads.

The business serves professional farriers as the primary customer segment, with hobbyist and part-time farriers as a secondary segment, and additionally functions as a wholesale supplier to other shops across the United States. The founder's decades of professional farrier experience, 23+ years of shoeing contest competition, and international clinics conducted from 1980 to 2013 establish deep trade credibility; his son Portor continues the family trade. Distribution operates through three channels: a physical retail storefront in Yucaipa, an e-commerce website at theshoeinshop.com, and phone/email ordering (currently advised in lieu of online checkout due to UPS integration issues).

Revenue is generated through one-time unit sales at prices ranging from approximately $3.75 to $399 per item, with a volume discount program of 5% off orders of $500 or more and 10% off orders of $1,000 or more (via coupon codes). The company is fully bootstrapped with no external investment, employs no formal marketing channels (relying on word-of-mouth and 40-year customer loyalty), and ships within the continental United States with Alaska and Hawaii customers required to call for Priority Mail arrangements.

Name

the shoein' shop

Legal name

The Shoein' Shop

Website

https://theshoeinshop.com

Company type

Private

Founded year

1973

Operating status

Operating

Short description

The Shoein' Shop is a family-owned farrier supply retailer and wholesaler founded in 1973 in Yucaipa, California, selling horseshoes, farrier tools, hoof care products, and blacksmithing equipment to professional and hobbyist farriers, with national wholesale distribution to other US shops.

Ownership category

akta.pro rank

Headquarters

HQ city

Yucaipa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Operations, Personnel

Revenue model

1. Retail Sales of Farrier Supplies: The company generates revenue through direct retail sales of farrier supplies including horseshoes, horseshoe nails, farrier tools, hoof care products, aprons, and other blacksmith/farrier equipment. Sales occur through their physical store, e-commerce website, phone orders, and email orders. They also supply other shops in the US.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

The Shoein' Shop retails farrier and blacksmithing supplies from a physical storefront in Yucaipa, California, and through its own e-commerce, phone, and email ordering channels. Its catalog includes horseshoes, nails, hoof-care products, pads, aprons, hand tools, shop equipment, and Shoein' Shop-branded products, with additional wholesale distribution to other United States shops.

Product overview

The Shoein' Shop is a family-owned farrier supply business founded in 1973 by Lee Green, specializing in horseshoes, farrier tools, and hoof care products. The company operates as a single-location retail store in Yucaipa, CA with 20,000 square feet of warehouse space. Their product portfolio includes their own branded tools (Shoein' Shop Driving Hammer, Barstock Shear, JL Clinch Block, Duval Pad Cutter, Ward and Story Hoof Protractor, Farriers Pride Pads) alongside an extensive catalog of third-party branded products organized into categories: Aluminum Horseshoes (Grand Circuit, Kerckhaert, St. Croix, Mustad, Victory Elite, and others), Steel Horseshoes (Delta, Diamond, Double S, Kerckhaert, St. Croix, Vulcan, Werkman), Rubber Horseshoes (Ollov), Bar Shoes, Farrier Nails (Capewell, Cooper, Delta, Liberty, Mustad), Farrier Aprons, Hammers and Handles, Shoeing Knives, Rasps/Files/Sharpeners, Hoof Care Products, Hoof Pads, Farrier Tools, Shoeing Boxes, Sliding Plates, Traction/Studs, Abrasives, Hoof Stands, Anvils/Stall Jacks, and Miscellaneous Supplies. The company sells to both individual farriers and supplies other shops across the US, operating primarily through phone orders with limited e-commerce functionality.

Differentiator

Problem solved

Functional benefit

Brands

• Shoein' Shop Products: A product line featuring The Shoein' Shop's own branded tools including Barstock Shear, Coxton Poly, Farriers Pride Pads, JL Clinch Block, Lee Green Rounding Hammer, Shoein' Shop Driving Hammer, and Ward and Story Hoof Protractor.

Products and services

• Shoein' Shop Driving Hammer A reproduction of the Linzy 14-ounce driving hammer, a hand tool used by farriers for horseshoeing.
• Barstock Shear A horseshoe-barstock shearing tool with 1/4-inch, 5/16-inch, and 3/8-inch slots that mounts on an anvil bench or truck bumper and has a 2-foot handle.
• JL Clinch Block An aluminum clinch block with a heat-treated 4130 steel insert, weighing 8/10 of a pound for handling during farrier work.
• Duval Pad Cutter A hoof-pad cutter made from high-tensile aircraft aluminum, with 7/8-inch and 1-inch mounting brackets.
• Ward and Story Hoof Protractor A handcrafted, direct-reading hoof measuring tool with a two-point-contact arm, eye-centering aids, and polished high-tensile aluminum construction.
• Farriers Pride Pads Flat, black wedge, and wedge bar hoof pads made from polyurethane for use in horseshoeing.
• Aluminum Horseshoes Lightweight aluminum horseshoes from Grand Circuit, JB, KB, Kerckhaert, Mustad, Natural Balance, No-Vibe, St. Croix, Thoro'bred, and Victory Elite.
• Steel Horseshoes Steel horseshoes from Delta, Diamond, Double S, Draft, Grand Circuit, Kahn Forge, Kerckhaert, Mustad, Natural Balance, St. Croix, Vulcan, and Werkman.
• Rubber Horseshoes Rubber horseshoes, including Ollov SoftStep and Ollov SoftStep Pre-Drilled for Studs.
• Bar Shoes Specialized bar horseshoes in egg bar, egg heart bar, heart bar, straight bar, and straight heart bar designs.
• Farrier Nails Horseshoe nails from Capewell, Cooper, Delta, Delta Copper, Kahn Forge, Liberty, Mustad, and Vector.
• Farrier Aprons Protective farrier aprons from Angry Horse, B Bar B, Battlecreek, C&M, Myron McLane, NC, and Shoein' Shop.
• Hammers and Handles Farrier driving and rounding hammers plus handles from Bellota, Bloom, Diamond, Double S, Farriers Forge, Flatland Forge, and Nordic Forge.
• Shoeing Knives Shoeing knives from Bassoli, Bloom, Diamond, Double S, Frost, Hall, Hastings, Salcito, The Knife, and Victoria.
• Rasps, Files, and Sharpeners Hoof rasps and files from Bellota, Heller, Save Edge, and Vallorbe, together with sharpening tools.
• Hoof Care Products Hoof-health, dressing, packing, and repair products including Durasole, Equicast, Equilox, Magic Cushion, Thrush Buster, and White Lightning.
• Hoof Pads Hoof pads from Castle Plastics, Farriers Pride, Grand Circuit, Myron McLane, No-Vibe, and Shock Tamer, as well as leather pads.
• Farrier Tools Farrier tools including clinch blocks, clinchers, creasers, dispensing guns, fire tongs, forepunches, gouges and cutters, hardies, hoof testers, nail nippers, nippers, pritchels, and pull-offs.
• Shoeing Boxes Farrier tool-storage boxes from Cliff Carroll, Cobra, NC, and Yoder.
• Sliding Plates Sliding plates from Anvil Brand, Colson, Double S, and Kerckhaert.
• Traction/Studs Horse traction devices, including EBOR studs in various sizes and EME C.W. Sticks.
• Abrasives Belt, disc, and wheel abrasive products for grinding and sharpening.
• Hoof Stands Hoof-support stands from Hoof Holder, Hoofjack, and Yoder.
• Anvils and Stall Jacks Anvils and stall jacks from Cliff Carroll, Emerson, Future, JHM, and NC.
• Miscellaneous Tools/Supplies Additional farrier and blacksmithing items including books, brushes, coal and coke, magnets, welding equipment, and other supplies.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• SmartPak Equine: Direct-to-consumer equine supplement and supplies retailer. Comparable business model in equine DTC retail but with primary focus on supplements and horse health rather than farrier tools and horseshoes.
• Dover Saddlery: Largest US specialty retailer of English riding and equestrian products. Overlaps in farrier-adjacent categories but serves a broader riding/lifestyle customer base rather than a pure farrier trade focus.

Direct peers

• Valley Vet Supply: Online and catalog retailer of equine, livestock, and pet supplies including farrier products. Directly comparable as a multi-channel specialty retailer serving the same professional and hobbyist farrier customer base.
• Jeffers Equine: Long-running catalog and online retailer of equine supplies and health products, including a farrier supplies category. Comparable as a multi-channel specialty equine retailer with national reach.
• Anvil Brand: Manufacturer and retailer of farrier tools, anvils, and blacksmithing equipment. Highly comparable as a farrier-focused supplier selling many of the same tool categories and brands.
• Big Dee's Tack & Vet Supplies: Family-owned multi-channel retailer of tack, equine, and farrier supplies. Closely comparable to The Shoein' Shop in terms of family-ownership heritage, omnichannel structure, and broad equine assortment.

Others

• Kerckhaert Horseshoes: Major manufacturer of horseshoes that The Shoein' Shop resells. Upstream supplier rather than a competitor, but represents the supplier side of the same value chain.
• Mustad Hoofcare: Global manufacturer of horseshoes, horseshoe nails, and farrier tools. Like Kerckhaert, a key brand the shop distributes, sitting upstream in the same supply chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 the shoein' shop