The French Market for Equestrian Products Market volume, key players, opportunities for branded and private-label products, market access requirements and a directory of French importers, distributors and directly importing retailers A reference guide for foreign manufacturers and brand owners Product scope: saddlery and bridlery, rider apparel and footwear, rider safety equipment, horse rugs and protection, grooming and care, feed and supplements, stable, pasture and fencing equipment, training and transport accessories Edition: September 2026
Contents
1. Executive Summary................................................................................................................................................ 3
2. Scope, Definitions and Product Categories............................................................................................................ 3
3. Market Size and Structure......................................................................................................................................4
3.1 Demand Base: Riders, Horses and Riding Establishments..............................................................................4
3.2 Estimated Market Volume by Segment..........................................................................................................4
3.3 Distribution Channels..................................................................................................................................... 5
3.4 Key Market Trends..........................................................................................................................................5
4. Major Players.........................................................................................................................................................6
4.1 Wholesale and Brand Groups.........................................................................................................................6
4.2 Retail............................................................................................................................................................... 6
4.3 French Manufacturers and Brands.................................................................................................................6
4.4 Feed and Supplements................................................................................................................................... 6
4.5 Stable, Pasture and Fencing............................................................................................................................7
5. Opportunities for Foreign Suppliers.......................................................................................................................7
5.1 Branded Products...........................................................................................................................................7
5.2 No-Name and Private-Label Products.............................................................................................................7
5.3 Products and Product Groups with Particularly Good Sales Prospects..........................................................7
6. Market Access Requirements.................................................................................................................................8
6.1 Requirements Applying to All Suppliers..........................................................................................................8
6.2 Suppliers from the European Union............................................................................................................... 9
6.3 Suppliers from Non-EU Europe (UK, Switzerland, Norway, Türkiye)............................................................10
6.4 Suppliers from Outside Europe.....................................................................................................................10
6.5 Indicative Import Duties (EU Common Customs Tariff)................................................................................10
7. Directory of Importers and Distribution Partners................................................................................................11
7.1 Notes on the Directory................................................................................................................................. 11
7.2 Full-Range Importers and Wholesalers.........................................................................................................12
7.3 Large Retailers Importing Directly................................................................................................................ 13
7.4 Online and Regional Multi-Brand Retailers...................................................................................................14
7.5 Specialists by Product Group........................................................................................................................15
8. Trade Fairs, Industry Bodies and Information Sources........................................................................................16
9. Recommended Market Entry Approach..............................................................................................................16
10. Sources and Methodology................................................................................................................................. 16
10.1 Methodology.............................................................................................................................................. 16
10.2 Main Sources.............................................................................................................................................. 17
1. Executive Summary
France is one of Europe's largest equestrian markets. Riding is the country's third-largest federated sport, with around 625,000 licence holders at the Fédération Française d'Équitation (FFE) in 2025, roughly 9,600 riding establishments and close to one million equines, about 70% of which are saddle horses and ponies. Beyond licence holders, the French horse institute IFCE estimates that around 3 million people ride regularly or occasionally. The rider base is strongly female (around 80%) and young (more than half of licence holders are under 16), which shapes product ranges, sizes and price points. Based on the available data, this study estimates French consumer spending on equestrian products (rider and horse equipment, care products, specialised horse feed and stable equipment) at approximately €1.1 billion per year (range €1.0–1.3 billion), of which roughly €0.8–1.0 billion is equipment and care and €0.2–0.25 billion specialised horse feed. Nominal growth is estimated at 3–5% per year, driven by higher spending per rider, premiumisation, safety equipment (airbag vests) and horse welfare products, while the number of licence holders has been slowly declining since 2022. The market is concentrated at wholesale level and fragmented at retail level. The EKKIA Sport group (Haguenau) is by far the largest player: it combines a full-range wholesale business supplying some 2,300 retailers worldwide, a portfolio of own brands (Equithème, Norton, Pénélope and others), the Padd retail chain with around 100 stores and, since June 2026, the technical apparel brand Horse Pilot. Decathlon (own brand Fouganza plus a fast-growing marketplace) is the second structural force. Alongside them, several hundred independent selleries, regional chains, online specialists, pet and garden chains and agricultural cooperatives distribute equestrian goods. For foreign suppliers, the most promising routes are (1) private-label and OEM supply to the large buyers (EKKIA/Padd, Decathlon, Zoomalia, foreign-owned chains with French stores), (2) exclusive distribution agreements with a French importer-wholesaler for branded products, and (3) marketplace and online specialists as a low-risk test channel. Product groups with particularly good prospects include rider safety equipment, children's and pony ranges, horse welfare and 'natural' products (slow feeders, anatomical bridlery, gut-health supplements), fly and heat protection, affordable technical rider apparel and stable/pasture equipment. Market access is straightforward for EU suppliers (free movement of goods, but French-specific obligations such as French-language labelling, extended producer responsibility (REP) registration for sports articles and textiles, the French PFAS restrictions on clothing textiles and the AGEC product-information rules). Suppliers from non-EU Europe (UK, Switzerland, Norway, Türkiye) generally trade duty-free under preferential agreements but need customs formalities, proof of origin and an EU-based economic operator. Suppliers from outside Europe (India, Pakistan, China, Mercosur countries) pay moderate duties on most equestrian goods (typically 2.7% for saddlery, 12% for apparel), unless preferences apply, and must pay particular attention to PPE certification for helmets and body protectors and to feed-law registration for feed and supplements.
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