Höveler

What Höveler does

Höveler is a German specialty animal nutrition company founded in 1905 and headquartered in Münster, operating under EQUOVIS GmbH within the AGRAVIS Raiffeisen AG conglomerate. The company manufactures and distributes scientifically formulated horse feed (muesli, pellets, mash, cobs, sticks/BriXX, liquids, mineral feeds, functional roughage), topical horse care products (hoof, skin, coat, cooling), and dietary supplements organized across the Höveler Original, Puritan (100% grain-free and molasses-free), Western, Herbs, Care, Vitality, Terabb, and Reformin sub-brands, plus the Equinova premium supplement line and a Höveler DOG companion animal line.

The company's technical differentiators include ADMR-compliant recipes for competition horses, an EU Organic certification (Regulation 2018/848) for its PurNatur line, grain-free and molasses-free formulation technology for metabolic and stomach-sensitive horses, and proprietary 2-layer Modified Atmosphere Packaging (MAP) used on its Puritan range. Core technology is rooted in animal nutrition science and 120 years of accumulated expertise rather than software or AI capabilities.

Höveler's business model is product sales through a dual-channel go-to-market: a direct-to-consumer e-commerce storefront on hoeveler.com with international shipping, paired with a nationwide German dealer network supported by trained field consultants (Fachberater) who provide on-site nutritional consultation. The company sells unit-priced products in size formats ranging from 0.5kg to 25kg, with volume discounts and subscription options on select items, targeting sport/competition horses, breeding operations, senior horses, leisure horses, dogs, and metabolic or stomach-sensitive animals. Strategic partnerships with the German Olympic Committee for Equestrian Sports (since 2003), the German Equestrian Federation (FN), and co-developed products with equestrian athlete Ingrid Klimke anchor the brand in the elite and organized equestrian segments.

Name

Höveler

Legal name

EQUOVIS GmbH

Website

https://hoeveler.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

1–10 employees

Short description

Höveler is a German specialty animal nutrition company producing scientifically formulated horse feed, supplements, care products, and dog food, serving sport and competition riders, breeders, leisure horse owners, and dog owners across Germany and internationally via direct e-commerce and a nationwide dealer network supported by field consultants.

Ownership category

akta.pro rank

Product category

Equine Nutrition & Animal Feed

NAICS

Animal Food Manufacturing (31111), Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC)

Keywords

• Equine feed
• Horse nutrition
• Mineral supplements
• Animal care products
• Dog nutrition

Headquarters

HQ city

Münster

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Horse Feed Products: Sale of horse feed products including müsli, pellets, single feed materials, mineral feeds, roughage, functional roughage, rewards/treats, and horse care products through direct e-commerce and dealer network. Products sold in various package sizes (1kg to 25kg) at unit prices.
2. Dog Food Products: Sale of dog-specific products including treats (Leckerlis), mobility supplements, digestive aids, coat and skin care, and dental products.
3. Equinova Premium Supplements: Sale of the equinova premium supplement brand covering immune system, musculoskeletal, metabolism, coat/hide/hooves, breeding, vitamins/minerals, and digestive support products for horses.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Höveler manufactures and sells specialized animal nutrition and care products, primarily for horses, under sub-brands such as Höveler Original, Puritan, Western, Herbs, Care, Vitality, Terabb, Reformin, and Equinova. The portfolio spans muesli, pellets, mash, cobs, sticks, and liquid mineral feeds, plus topical horse care items and a separate Höveler DOG line covering treats, mobility, digestion, coat/skin, and dental products. Products are sold direct-to-consumer via the hoeveler.com online shop and through a nationwide network of specialized dealers supported by field consultants.

Product overview

Höveler is a traditional German animal nutrition company with nearly 120 years of experience, offering specialized horse and dog food products. The company operates under the parent company EQUOVIS GmbH and provides species-specific product lines organized by function and specialty. The horse feed portfolio is divided into multiple sub-brands: Höveler Original (the classic product line including Reformin mineral feeds), Höveler Puritan (100% grain-free and molasses-free feeds), Höveler Western (western discipline feeds), Höveler Herbs (herbal supplements), Höveler Care (horse care products including topical treatments), Höveler Vitality, and Höveler Terabb. The Equinova sub-brand offers premium supplements targeting specific equine health areas. A separate Höveler DOG line provides dog-specific nutrition including digestion support products like DOG MASH. Products are available in various forms including muesli, pellets, mash, cobs, sticks/briXX, and liquids, with specific solutions for sport horses, seniors, breeding animals, and horses with metabolic or digestive sensitivities.

Differentiator

Problem solved

Functional benefit

Brands

• Equinova: Premium supplements brand focusing on high-quality complementary feed supplements for horses.
• Höveler Original
• Höveler Puritan
• Höveler Western
• Höveler Herbs
• Höveler Care
• Höveler Vitality
• Höveler Terabb
• Höveler Reformin
• Höveler DOG

Products and services

• Höveler Puritan (sub-brand product line) A comprehensive line of 100% grain-free and molasses-free horse feeds with reduced starch and sugar, designed for horses with sensitive metabolism or stomach. Includes Pur.Mash, Pur.Muskel, Pur.Struktur, Pur.Senior, Pur.Sport, Pur.Gastro, Pur.Kräuter, and Pur.itan variants.
• Höveler Reformin (Mineral Feed Line) Mineral feed product line offering a broad selection of mineral feed solutions for daily horse feeding, available in pellet, muesli, liquid, and Stixx/Brixx forms. Includes Reformin Plus, Reformin Liquid, Reformin Müsli, REFORMIN STIXX, Reformin Brixx, and Reformin plus PurNatur (organic).
• Höveler Western (sub-brand product line) Western discipline horse feed line featuring amino acids, reduced starch content, and structured fiber. Includes Western Sport and Western PUXX variants.
• Höveler Herbs (sub-brand product line) Herbal supplement line for horses utilizing natural plant forces. Includes KräuterMüsli (dust-free muesli with 16 real herbs) and Kräuter Brixx (functional roughage with 16 herbs).
• Care by Höveler (Horse Care Product Line) Topical horse care line including hoof oil (Huföl 2.0), hoof grease (Huffett), hoof balm (Hufbalsam), cooling gel (Kühlgel), clay paste (Tonerdepaste), mane/tail spray (Schweif- und Mähnenspray), spray shampoo (Sprühshampoo), skin lotion (Hautlotion), and intensive frog care (Intensiv Strahlpflege).
• Equinova (Premium Supplement Brand) Premium supplement brand for horses with products addressing immune system, musculoskeletal system, muscles and nervous system, metabolism, coat, skin and hooves, vitamins and minerals, breeding, and digestion. Includes Myoprotect Liquid and Gastro Renon among others.
• Höveler DOG (Dog Product Line) Dog food product line including DOG MASH (digestion support with prebiotics), treats/LECKERLI, products for movement/musculoskeletal support, digestion, coat and skin, and dental care.
• Höveler SportsMash by Ingrid Klimke Tasty mash for all horses, co-developed with equestrian athlete Ingrid Klimke.
• Höveler Vitality (sub-brand product line) Vitality support product line for horses focused on wellness and energy support.
• Höveler Original (sub-brand product line) Core product line featuring traditional horse feed formulations including Reformhafer, Oldie-Mix, Senior-Cobs, ProBalance, Heu-Cobs, Luzerne Mix, PferdePunsch, Relax, BT-Hefe Press, and Equovis Haferfutterflocken.
• Höveler Terabb (sub-brand product line) Specialized horse feed product line within the Höveler portfolio.

Quantifiable outcome

• Horse feed products recognized as TOP 30 innovations at Spoga Horse 2026 (Reformin Brixx and Dog Mash)

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• German Olympic Committee for Equestrian Sports (DOKR)coreStrategic or Co-development Partner · 1 January 2003Höveler, through its parent company EQUOVIS GmbH, has maintained a partnership with the German Olympic Committee for Equestrian Sports (DOKR) since 2003. The company supplies feed to Germany's Olympic equestrian team, leveraging its scientific nutrition expertise for elite sport horse performance.
• Ingrid KlimkeflagshipStrategic or Co-development PartnerHöveler collaborated with renowned equestrian athlete Ingrid Klimke to develop and brand the Höveler SportsMash, a palatable mash product marketed as 'Höveler SportsMash by Ingrid Klimke'. This co-branded product leverages her reputation in the equestrian sports community.
• Gustav Optenplatz (Master Farrier)minorStrategic or Co-development PartnerHöveler collaborated with Hufschmied (farrier) and Master Gustav Optenplatz in developing the Care by Höveler Huföl 2.0 and Hufbalsam products. His expertise in hoof care contributed to the formulation of innovative hoof care products.
• Gustav Optenplatz (Master Farrier)minorStrategic or Co-development PartnerHöveler collaborated with Hufschmiedemeister (master farrier) Gustav Optenplatz in developing the Care by Höveler Hufbalsam, specifically designed for problem hooves with rapid-absorbing formulation.
• German Equestrian Federation (FN)coreGTM or Marketing PartnerHöveler offers an exclusive discount program specifically for registered personal members of the German Equestrian Federation (FN), driving loyalty among organized competitive riders and enabling direct marketing access to the FN's member base.
• Agravis Raiffeisen AG (Parent Konzern)coreOthersEQUOVIS GmbH, the parent company of Höveler, operates within the Agravis Raiffeisen AG conglomerate. Data sharing occurs within the corporate group to optimize customer service, and EQUOVIS supports subsidiary companies with technical and organizational measures for data security.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Josera: German pet food (dog, cat) and horse feed producer with a national dealer network and DTC operations. Comparable to Höveler in cross-species pet/equine portfolio and German retail distribution model, with deeper dog/cat category presence.
• Eggersmann (EMF): German horse feed manufacturer with a focus on functional, grain-free, and metabolic-support formulations. Competes directly with Höveler's Puritan line on grain-free positioning and similarly emphasizes Made-in-Germany quality and a nationwide specialist dealer network.
• Cavalor: Belgian premium horse nutrition brand with strong sport-horse heritage and a portfolio covering feed, supplements, and care products. Comparable to Höveler on premium functional positioning and elite-sport endorsement, with deeper international (especially Benelux and US) reach.
• Bosch Tiernahrung: German family-owned pet food manufacturer producing dry and wet dog and cat food plus horse feed lines. Overlaps with Höveler on the dog food side (treats, supplements) and German specialty retail channels, with significantly larger scale.
• Pavo: European horse feed brand (part of Cargill Animal Nutrition) offering muesli, pellets, and supplements across sport, breeding, and senior segments. Comparable to Höveler in product breadth and specialization, but with broader pan-European distribution and stronger scale.
• Marstall: Established German horse feed brand producing muesli, pellets, mashes, and senior/breeding lines through specialized dealers and DTC. Direct competitor in the German premium horse feed segment with comparable product architecture and target customer (sport and leisure horse owners).
• St. Hippolyt: German premium horse feed manufacturer offering specialized muesli, pellets, mineral feeds, and supplements targeting sport, breeding, and metabolic-sensitive horses. Closest direct competitor to Höveler with overlapping DACH dealer network and similar functional/specialty positioning.

Regional players

• Dodson & Horrell: UK-based horse feed manufacturer with deep British equestrian heritage and FEI/Team GBR partnerships analogous to Höveler's DOKR tie. Operates in the same specialty horse feed category but concentrated in the UK/Ireland market rather than Germany.

Emerging players

• NutriLabs (UK horse supplements): Specialist UK equine supplement brand focused on condition-specific formulations (joint, hoof, calming). Overlaps with Höveler's Equinova supplement sub-brand in target use cases (musculoskeletal, metabolic, hoof) but is geographically UK-centric and narrower in scope.

Others

• Agravis Raiffeisen AG (parent group): Parent conglomerate of EQUOVIS GmbH / Höveler, one of Germany's largest agricultural trading and service groups. Relevant for understanding Höveler's corporate context, shared resources, and access to agricultural inputs and logistics infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCu17l1if9JBYhGdxA0FvYtg
• Facebookfacebook.com/hoevelerpferdefutter
• Instagraminstagram.com/hoeveler_futter
• LinkedInlinkedin.com/company/von-bandel-import

Compliance2 records

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 Höveler