chevalsport.com.au

Name

chevalsport.com.au

Legal name

Deap Seat Pty Ltd

Website

https://chevalsport.com.au

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Equestrian Saddlery & Horse Gear Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Leather & Leather Products (3100)

akta.pro primary industry

Riding Boots & Foot Protection Retail (CRAMANAD)

Keywords

• Equestrian retail
• Premium saddlery
• Riding apparel
• Horse care products
• Saddle fitting services

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Retail Sales: Operates an online retail store selling premium saddlery, horse gear, and performance riding apparel directly to consumers via chevalsport.com.au. Transactions are completed through the website with payment collected before goods are dispatched.
2. Wholesale Distribution: Operates as both an online retailer and wholesaler, distributing equestrian products to other businesses in addition to direct-to-consumer sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Cheval Sport is an Australian online equestrian retailer selling premium saddlery, riding boots, horse rugs, bridles, girths, saddle pads, stirrups and leathers, training aids, leather care, horse care, leg protection, and rider accessories from 22+ international brands. The company also offers expert saddle fitting services and bespoke custom boot and saddle ordering via a 3D Kingsley configurator and post-purchase customization consultation.

Product overview

Cheval Sport is an Australian premium saddlery and horse gear retailer offering a comprehensive portfolio of equestrian products. The product range centers on saddles (dressage, jumping, and custom options from brands like Aviar, Frank Baines, Hastilow Bentley, Bliss of London, Envy, and Sankey) and Kingsley riding boots (including Aspen, Montreal, Orlando, London, Olbia, Capri, and Helsinki models with extensive customization options). Supporting categories include horse rugs, bridles (UNIQ BRIDLES), girths, saddle pads (Thinline), stirrups and leathers, Correct Connect training aids, leather care products, horse care products, leg protection, and rider accessories. The company also offers custom saddlery services and bespoke Kingsley boot ordering through their 3D configurator system. Key innovations featured include Aviar's Click System and Pressure Relief System, Frank Baines' Symphony collection technology, Thinline's shock-absorbing foam technology, and Kingsley's extensive boot customization capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Saddles Premium saddles across dressage, show jumping, and general riding disciplines, sourced from multiple international brands and offered in ready-to-ride and custom configurations for individual equestrian riders in Australia.
• Kingsley Riding Boots Premium riding boots from Kingsley covering entry-level to advanced designs across jumping, dressage, and outdoor use, available in standard sizes with extensive color, top, and piping customization options.
• Kingsley Custom Boot Order Bespoke Kingsley riding boot ordering service using a 3D configurator and individual measurement system, with initial payment from $725 and full customization up to $1,350 plus post-purchase customization consultation.
• Horse Rugs Horse blankets and turnout rugs for weather protection including winter and summer combinations, sold to individual riders for horse care in Australia.
• Bridles (including UNIQ BRIDLES) Horse bridles and headgear including bespoke UNIQ BRIDLES designs in premium Italian leather with anatomically shaped headpieces.
• Girths Saddle girths from multiple brands including Sankey SuperFlex Dressage Girth, Kieffer UltraSoft Jump Girth, and Total Saddle Fit shoulder relief girths in neoprene and leather.
• Saddle Pads (including Thinline) Saddle pads and half pads including ThinLine Trifecta sheepskin half pads using shock-absorbing open-cell foam technology endorsed by veterinarians, spinal surgeons, and master saddlers.
• Stirrups and Leathers Stirrups and stirrup leathers including Frank Baines hand-crafted hide-covered leather products and Kieffer SECU anti-allergenic synthetic fiber stirrup leathers tear-proof up to 500 kg per side.
• Correct Connect Training Aids Equine training aids from Correct Connect including breastplates, helmet sun visors, and Unisit Sit Strap System, marketed as industry-leading connection and training equipment.
• Leather Care Products Leather cleaning and conditioning products including saddle soaps, leather creams, and beeswax oils from Kieffer, Carr & Day & Martin and other premium brands.
• Horse Care Products Horse grooming and care products including tack cleaners, conditioners, and mane and tail treatments.
• Leg Protection Horse leg protection including tendon boots from Top Tac and other brands.
• Rider Accessories Rider accessories including Kingsley leather belts matching the boot range and other riding accessories such as spur straps.
• Expert Saddle Fitting Services In-house expert saddle fitting service offered alongside saddle purchases to support proper equipment fit for both horse and rider as part of Cheval Sport's premium service offering.
• Gift Cards Cheval Sport gift cards available for purchase on the website for use on future purchases across the equestrian product range.

Quantifiable outcome

• 6-month warranty on manufacture and materials provided on all Cheval Sport products

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

22 partnerships are on record, tiered minor and core.

• Carr & Day & MartinminorOthersCarr & Day & Martin is the world's oldest company involved in the manufacture of horse care products, founded in 1765. They have held a Royal Warrant since King George IV and still hold the Royal Warrant today for the supply of quality saddlery care products to Her Majesty Queen Elizabeth II. Cheval Sport carries their leather care and tack cleaning product range.
• Correct ConnectminorOthersCorrect Connect started as a single rein set aimed at helping riders develop a steadier connection with their equine partners and has grown into an industry leader for equine training aids. Led by Mary & Beth with partners like Aaron Vale & Buck Davidson. Cheval Sport carries their training aids, breastplates, helmet sun visors, and sit strap systems.
• KingsleycoreOthersKingsley is a key brand partner offering premium custom riding boots. Boots are available for purchase online with customization options for colors, style, and measurements. Cheval Sport offers the full Kingsley range including custom boot ordering through a 3D configurator.
• UNIQ BridlesminorOthersUniq Bridles designs bespoke horse bridles combining elegant craftsmanship, durability, comfort, and refined equestrian style. Cheval Sport carries their Crystal Rock Leather Halter and other bridle products.
• Aviar SaddlesminorOthersAviar is an innovative saddle brand combining craftsmanship with generational passion for innovation. Carries industry-leading innovations including the Hyperflex Tree, Pressure Relief System, and Click System. Cheval Sport offers their The Rook dressage saddle and other Aviar products.
• Frank Baines SaddleryminorOthersFrank Baines Saddlery is based in Walsall UK, the heart of the leather industry, renowned for quality, precision and durability. Each item is hand-crafted by fully trained and experienced craftspeople. Cheval Sport carries their dressage saddles (Adagio, Operetta, Opus), stirrup leathers, and monkey grips.
• Bliss of LondonminorOthersBliss of London creates bespoke luxury saddles combining performance with individually tailored customer care and exclusive types of leather. Cheval Sport carries their Loxley Dressage Monoflap and other Bliss products.
• ThinlineminorOthersThinLine is a thin, shock-absorbing, non-slip breathable foam technology endorsed by surgeons, master saddlers, riders, and veterinarians. Cheval Sport carries their Trifecta Half Pad, Trifecta Comfort Sheepskin Half Pad, and Basic English Half Pad products.
• KiefferminorOthersGerman equestrian equipment manufacturer known for quality leather goods. Cheval Sport carries their Ultrasoft Jump Girth, Paris Dressage saddle, leather care products, saddle pads, stirrup leathers, and girths.
• Hastilow BentleyminorOthersHastilow Bentley produces premium dressage saddles featuring Simatree technology — a laterally flexible tree for next-generation comfort. Cheval Sport carries their Bentley Dressage Saddle at $5,900.
• Sankey SaddleryminorOthersUK-based saddlery brand known for quality leather goods. Cheval Sport carries their SuperFlex Dressage Girth, Stability Girth, Stirrup Leathers, and Monkey Grips.
• Envy SaddlesminorOthersNew offering of ready-to-ride saddles containing luxury features at more accessible prices. Features include Click System and Pressure Relief System (PRS). Cheval Sport carries Envy Motion Dressage and Envy Aurora Dressage.
• WintecminorOthersPopular synthetic saddle brand. Cheval Sport carries Wintec Half Riser Comfort Pad Front.
• Total Saddle FitminorOthersSpecialist in shoulder relief girths and saddle fit products. Cheval Sport carries their StretchTec Shoulder Relief Dressage Girth and Shoulder Relief Girth in neoprene and leather options.
• Custom SaddleryminorOthersCustom saddle manufacturer. Cheval Sport carries their Wolfgang Gemini saddle and other custom saddlery products.
• Tech StirrupminorOthersInnovative stirrup brand carried by Cheval Sport in their saddle accessories range.
• StubbenminorOthersTraditional German saddlery brand carried in Cheval Sport's brand portfolio.
• Top TacminorOthersBrand carried in Cheval Sport's saddle accessories and leg protection range.
• ToklatminorOthersBrand listed in Cheval Sport's brand portfolio.
• EquisoleminorOthersWeighted training aid for equestrians carried by Cheval Sport.
• Jeremy RudgeminorOthersSaddlery brand carried in Cheval Sport's portfolio.
• CatagominorOthersEquestrian brand carried in Cheval Sport's brand listing.

Scale indicators4 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Horseland: Australia's largest equestrian retail chain with multiple physical stores plus online. Sells saddles, riding apparel, boots, and horse care products from many of the same premium brands (Wintec, Kieffer) carried by Cheval Sport. Most directly comparable Australian competitor.
• Horze: Major international online equestrian retailer offering saddles, riding apparel, boots, and horse gear. Competes with Cheval Sport on product breadth, premium brand access, and customization services, but with global shipping scale Cheval Sport lacks.
• Riding Warehouse: US-based online equestrian retailer specializing in dressage, jumping, and eventing gear. Directly comparable DTC e-commerce model with curated brand portfolio, custom boot ordering, and saddle fitting advisory — same playbook as Cheval Sport at larger US scale.
• SmartPak Equine: Leading US direct-to-consumer equestrian retailer combining supplements, tack, riding apparel, and horse care. Comparable premium-brand e-commerce model with subscription elements, demonstrating scale achievable in online equestrian specialty retail.
• State Line Tack: Long-standing US online equestrian retailer carrying saddles, bridles, boots, and apparel across many premium and mainstream brands. Comparable model to Cheval Sport focused on equestrian gear e-commerce with broad SKU coverage.
• Premier Equestrian: Online equestrian retailer focused on dressage and jumping disciplines with curated premium brand selection. Comparable to Cheval Sport in targeting serious riders seeking higher-end saddlery and apparel.

Regional players

• Saddlery Warehouse (Saddleworld): Australian equestrian retailer with both physical stores and online presence selling saddles, bridles, boots, and apparel. Comparable regional competitor with similar premium brand focus but broader store-based service offering.
• Equus Retail: Australian online equestrian retailer carrying saddles, apparel, and horse care products. Regional competitor with similar DTC-only model but broader price-point coverage including budget lines.

Others

• Stubben (Herm. Sprenger): Premium German saddle and equestrian equipment manufacturer whose products Cheval Sport resells. Industry incumbent on the supplier side rather than retail competitor, but exercises significant control over pricing and distribution that affects Cheval Sport's margins.
• Carr & Day & Martin: British heritage manufacturer of leather care and horse care products (Royal Warrant holder since 1765) whose full range Cheval Sport carries. Supplier relationship exemplar — represents both an upstream margin dependency and a brand-equity anchor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/chevalsport
• Instagraminstagram.com/cheval_sport

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 chevalsport.com.au