Börjes Tingsryd

What Börjes Tingsryd does

Börjes Tingsryd (legal entity Börjes i Tingsryd AB) is a privately held Swedish retailer founded in 1944, operating a physical department store in Tingsryd, Sweden, alongside e-commerce storefronts serving Sweden, Denmark, and Norway under the brands Börjes Hästsport and Börjes Tingsryd. Its core business is the retail sale of equestrian equipment and apparel — horse blankets, leg protection, bridles, saddles, riding helmets, and rider clothing — supplemented by stable and farm supplies, pet products for dogs and cats, and limited agricultural/livestock offerings. The assortment combines proprietary sub-brands (LIPPO, EQUINUM, FINN TACK, and private-label items) with authorized third-party brands such as ARIAT, HORSEWARE, BUCAS, NAF, and LEOVET, including a partnership-style relationship with the Swedish-manufactured supplement brand Trikem.

The company monetizes through one-time unit-priced retail transactions, both in-store and online, with a stated 4-business-day fulfillment window, free shipping over 500 kr, and a 30-day return policy. Its go-to-market is direct-to-consumer, combining a regional physical anchor (the Tingsryd department store, which also functions as a distribution hub) with a Nordic online footprint and lightweight marketing via Instagram (@borjestingsrydhastport), email newsletter, and equestrian event sponsorship. Primary customer segments are horse riders across disciplines (dressage, show jumping, western, Icelandic, driving) and horse owners/stable operators, with secondary segments in pet owners and farm/agricultural customers.

Operationally, Börjes presents as a small, multi-generational specialty retailer with no disclosed funding, M&A activity, parent company, or leadership team publicly identified. No proprietary technology, AI/ML capabilities, or data assets are disclosed; the technical stack supporting the e-commerce platform is not described in available sources.

Name

Börjes Tingsryd

Legal name

Börjes i Tingsryd AB

Website

https://borjes.se

Company type

Private

Founded year

1944

Operating status

Operating

Short description

Börjes Tingsryd is a privately held Swedish equestrian and rural-lifestyle retailer, founded in 1944, operating a physical department store in Tingsryd and e-commerce storefronts serving Sweden, Denmark, and Norway with proprietary and third-party equestrian, pet, and farm brands.

Ownership category

akta.pro rank

Product category

Equestrian Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Sporting Goods Retailers (45911)

SIC

Retail-Misc General Merchandise Stores (5399), Agricultural Prod-Livestock & Animal Specialties (200), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

akta.pro secondary industries

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA), Equine Treats & Reward Products (AFADAEAH)

Keywords

• Equestrian retail
• Horse equipment
• Riding apparel
• Pet supplies
• Stable supplies

Headquarters

HQ city

Tingsryd

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Börjes generates revenue through retail sales of equestrian equipment, horse care products, rider clothing, pet supplies, and stable/farm equipment via both e-commerce and physical store channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Börjes Tingsryd operates a department store and e-commerce business selling general merchandise and equestrian products. The company retails horse equipment (blankets, leg protection, bridles, saddles), rider clothing and safety gear, pet supplies for dogs and cats, stable and farm equipment, and horse feed. It sells proprietary sub-brands (EQUINUM, TRIKEM, LIPPO, FINN TACK) alongside third-party brands, serving customers across Sweden, Denmark, and Norway through its online storefronts and physical store in Tingsryd.

Product overview

Börjes Tingsryd operates a multi-category e-commerce retail platform and physical store specializing in equestrian and pet supplies. The product portfolio centers on horse equipment (blankets, leg protection, bridles, saddles, riding gear) and rider apparel, complemented by pet supplies for dogs and cats, stable and field equipment, and horse feed. Key sub-brands include TRIKEM (Swedish-manufactured supplements and care products), LIPPO (leather saddles and bridles since 1979), EQUINUM (riding helmets and safety gear), and FINN TACK (harness racing equipment). The company also retails third-party brands including ARIAT, HORSEWARE, BUCAS, NAF, and LEOVET. The offering spans from everyday stable supplies to specialized discipline-specific equipment for dressage, western, Icelandic horses, and harness racing.

Differentiator

Problem solved

Functional benefit

Products and services

• Rider Equipment and Apparel (Ryttarutrustning) Equipment and clothing for horse riders including riding helmets, safety vests, spurs, whips, gloves, riding apparel for women, men, and children, riding boots, chaps, and accessories. For equestrian riders across all disciplines.
• Horse Blankets (Hästtäcken) Comprehensive range of horse blankets including rain blankets, stable blankets, winter blankets, riding blankets, fly blankets, and eczema blankets in various sizes and fill weights for horse owners.
• Leg Protection and Boots (Benskydd & Boots) Leg protection products for horses including neoprene boots, rubber boots, tendon boots, fetlock boots, transport boots, and reflective boots for safety during training and transport.
• Reflective Safety Products (Reflexer) Reflective safety products for horses and riders including reflective halters, LED bands, reflective riding blankets, leg bands, boots, and breastplates to enhance visibility during low-light conditions.
• Fly Protection (Flugtäcken & Flugskydd) Fly protection products including fly blankets, fly masks, fly leg protection, and fly repellents to protect horses from insects during summer months.
• Saddles and Accessories (Sadlar & tillbehör) Saddles and related equipment including saddle pads, girths, stirrups, treeless saddles, and used saddles for horse owners across disciplines.
• Pet Products (Husdjursprodukter) Pet supplies for dogs and cats including food, treats, beds, blankets, collars, leads, toys, grooming products, and transport accessories for pet owners.
• Stable Equipment and Horse Feed (Stall & Hästfoder) Stable fixtures, fencing, feeding supplies, supplements, horse treats, and bedding materials for stable operators and horse owners managing horses.
• EQUINUM Brand Börjes own-brand line offering equestrian equipment including riding helmets, riding tights, bridles, leg protection, and reflective safety gear for horses and riders.
• Trikem Brand Börjes distributed brand offering supplements and care products for horses, dogs, and humans. All products are manufactured in Sweden at Trikem's own factories in Malmö, with product lines including vitamins, minerals, joint support, grooming, leather care, and topical treatments.
• LIPPO Brand Swedish brand established in 1979, specializing in high-quality leather products including saddles, design bridles, headcollars, reins, grims, durable blankets, and the lungeing girth.
• FINN TACK Brand Driving and trotting equipment including boots, bells, blinkers, sulky parts, and safety gear for harness racing.

Segments4 records

Ideal customer profiles4 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.

• Equestrian event organizers and competitorsminorGTM or Marketing PartnerBörjes engages in horse and dog sports through sponsorship of competitions, events, and individual partnerships. The company believes in the power of collaboration and wants to contribute to a stronger future for equestrian sports.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Hööks: Hööks is Sweden's largest equestrian retail chain with both physical stores and a strong e-commerce presence across the Nordics, making it the closest direct competitor to Börjes in terms of customer base, product mix, and multi-channel model.
• Granngården: Granngården is a Swedish agricultural and rural-lifestyle retailer that overlaps with Börjes across pet, stable, fencing, and farm/livestock categories, sharing a similar SMB/consumer target and physical-plus-online retail format in Sweden.
• SmartPak Equine: SmartPak Equine is a US-based direct-to-consumer equine retailer specializing in supplements, gear, and horse care products, sharing Börjes' multi-category equestrian focus and online-first fulfillment model.
• Riding Warehouse: Riding Warehouse is a US online equestrian retailer carrying apparel, tack, and horse care products from major brands — directly comparable to Börjes' third-party brand-led online assortment and rider-equipment positioning.

Regional players

• Musti Group: Musti Group is the leading Nordic pet retailer (operating Animail, Arken Zoo, and Musti stores) and a regional peer in pet supplies — a category Börjes also serves — but with a much larger footprint and pet-only focus.
• Agradi: Agradi is one of the largest online equestrian retailers in the Netherlands and Benelux with a similar multi-brand, multi-category assortment. It serves as a regional peer for cross-border e-commerce benchmarking, though it does not directly compete in the Nordics.
• Krämer Pferdesport: Krämer Pferdesport is Germany's largest equestrian retailer with extensive physical megastores and a comprehensive e-commerce operation, comparable in breadth and category mix to Börjes, though operating in a different geography.
• Epplejeck: Epplejeck is a Dutch equestrian retailer with both stores and a strong online presence, comparable in customer base and product mix to Börjes, though focused on the Benelux rather than Nordic market.

Broad incumbents

• Decathlon: Decathlon is a global sporting goods mass-market retailer with growing equestrian assortment and a multi-channel model. It is a broad incumbent that overlaps with Börjes on riding apparel, helmets, and equine accessories, but does not specialize in the niche.
• Horseware: Horseware is a leading Irish equestrian equipment manufacturer (Rambo, Rhino, Amigo brands) that Börjes retails. It is a broad incumbent in the supplier ecosystem and represents a potential disintermediation risk if it continues to expand DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/borjestingsrydhastport

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 Börjes Tingsryd