Market for Equestrian Products in Germany with the most important importers and distributors

Contents

1. Executive Summary......................................................................................................................................3

2. Scope, Product Categories and Definitions.................................................................................................. 3

3. Market Size and Structure............................................................................................................................4

3.1 Key figures of the German horse economy............................................................................................4

3.2 Estimated market for equestrian goods by segment..............................................................................5

3.3 Demand drivers and trends....................................................................................................................5

3.4 Distribution structure..............................................................................................................................6

3.5 Current market climate.......................................................................................................................... 6

4. Major Players................................................................................................................................................6

4.1 Retail.....................................................................................................................................................6

4.2 Wholesalers, brand houses and manufacturers.....................................................................................7

4.3 Competitive assessment........................................................................................................................ 7

5. Market Opportunities for Foreign Suppliers.................................................................................................. 7

5.1 Branded products.................................................................................................................................. 7

5.2 No-name, private-label and OEM products............................................................................................7

5.3 Seasonality and commercial practice....................................................................................................8

6. Products and Product Groups with Particularly Good Sales Prospects........................................................8

7. Market Access Requirements....................................................................................................................... 9

7.1 Requirements for all suppliers............................................................................................................... 9

7.2 Suppliers from EU member states....................................................................................................... 10

7.3 Suppliers from non-EU European countries.........................................................................................10

7.4 Suppliers from outside Europe............................................................................................................. 10

7.5 Indicative customs duties (MFN, third countries).................................................................................11

7.6 Market-entry checklist..........................................................................................................................11

8. Trade Fairs and Industry Organisations......................................................................................................11

9. Directory of Importers and Distribution Partners.........................................................................................12

9.1 How to use this directory......................................................................................................................12

9.2 Full-range and brand importers/wholesalers (equestrian specialists)..................................................12

9.3 Large retailers and online specialists importing directly.......................................................................13

9.4 Buying groups of independent specialist retailers................................................................................14

9.5 Product-group specialists: apparel and footwear brand houses..........................................................15

9.6 Product-group specialists: saddlery, leather and metal parts...............................................................15

9.7 Product-group specialists: feed, supplements and treats....................................................................15

9.8 Product-group specialists: care products.............................................................................................16

9.9 Product-group specialists: stable, pasture and paddock equipment....................................................16

9.10 Non-specialists with equestrian as one category (agricultural trade).................................................17

9.11 Overview by type...............................................................................................................................17

10. Recommended Market-Entry Approach....................................................................................................17

11. Sources and Methodology........................................................................................................................18

11.1 Methodology...................................................................................................................................... 18

11.2 Main sources.....................................................................................................................................18

1. Executive Summary

Germany is the largest market for equestrian products in continental Europe and one of the most sophisticated anywhere. According to the German Equestrian Federation (FN), the German horse economy generates an estimated €6.7 billion per year, of which around €4.1 billion (61%) is spent in retail and services and €2.6 billion (39%) on the running costs of keeping horses. Around 1.3 million horses live in Germany, roughly 3.9 million people describe themselves as riders, about 1.25 million ride intensively (78% of them women) and around 900,000 own a horse. On this basis, the retail market for equestrian goods in the narrower sense – rider apparel and footwear, horse equipment, rider safety, care products, supplements and bagged feed, stable and pasture equipment – is estimated at roughly €2.0–2.5 billion at consumer prices (own triangulation, see chapter 3). Basic forage and bulk feed traded through farms and agricultural channels come on top. The market is mature and price-sensitive at the moment: rising stable rents and higher veterinary fees since the 2022 reform of the German veterinary fee schedule (GOT) squeeze household budgets, and horse owners say they cut spending on equipment first – long before vet care or feed. Several retailers and suppliers have become insolvent in recent years. At the same time, the market rewards innovation, horse-welfare benefits, safety and good value for money, and it remains highly receptive to new brands that solve real problems for riders and horse owners. Key conclusions for foreign suppliers: • Distribution is concentrated: two national multichannel chains (Krämer, Loesdau), a handful of online specialists (e.g. EQUIVA, Schockemöhle, RidersDeal), buying groups of independent retailers (Euroriding, IVR) and a small group of full-range wholesalers/importers (Waldhausen, Kerbl, HKM, Busse, USG, Kavalkade) control access to most of the roughly 10,000 businesses in the sector. • Branded products usually enter through an exclusive importer/distributor that serves the specialist trade; no-name and private-label products are sourced directly by chains, buying groups and wholesalers for their own brands (e.g. E·L·T, Covalliero, HKM, GOLDHORSE, Euroriding). • Products with the best prospects include fly and eczema protection, forage-based and low-starch feed, gut-health and joint supplements with doping-control assurance, slow-feeding and paddock (“Aktivstall”) solutions, saddle-fit and comfort products, rider safety (airbag vests, helmets to EN 1384:2023), functional mid-price apparel and smart stable equipment. • Market access is shaped by EU product law that applies to all suppliers (General Product Safety Regulation, PPE Regulation for helmets and protectors, REACH, textile labelling, feed law, biocides law for fly repellents, packaging, WEEE and battery rules). EU suppliers benefit from the Single Market; non-EU European suppliers mostly enjoy duty-free access under free-trade agreements or the EU–Turkey customs union; non-European suppliers face MFN duties unless GSP or an FTA applies. The EU–India FTA (concluded January 2026) is expected to enter into force in 2027. • The most efficient entry point is the B2B trade fair spoga horse in Cologne (30 January – 1 February 2027), complemented by EQUITANA in Essen (18–24 March 2027) for consumer-facing brand building.