Frequently asked questions

Answers to the questions we are asked most often about Amahorse, the group’s brands and how to buy from us or become a dealer.

The Amahorse group and its brands

What is Amahorse?

Amahorse Group S.p.A. is an Italian group that manufactures and distributes equestrian equipment. It was founded in 1991 in San Giustino, in the province of Perugia, as Umbria Equitazione, a sole proprietorship set up by Riccardo Volpi. As of December 2025 it has 78 employees, a turnover of 25.8 million euro and a commercial presence in 65 countries.

Which brands are part of the group?

Equestro, the group's own brand of technical clothing and equipment, launched in 2012; Acavallo, specialised in solutions for the wellbeing and performance of the horse, acquired in 2018; Franceschini Stivali Milano, an Italian manufacturer of made-to-measure riding boots, which joined the group in 2022; Le Selle Italiane, an artisan saddle maker, since 2024; and the French brand Seaver. The Western Division brings together the range dedicated to western riding. The group also distributes the other brands in the catalogue as their official distributor.

Does Amahorse manufacture or distribute?

Both. The group designs and manufactures under its own brands and at the same time distributes a complete range of equestrian equipment to saddleries and specialist retailers, in Italy and abroad.

Where is Amahorse based?

The head office is at Via Citernese 112, 06016 San Giustino (PG), Italy. The headquarters, opened in 2025 in the Umbrian hills, includes 10,000 m² of warehouse space and 2,800 m² of offices, a research and development department and a professional photographic studio, and was built to high energy efficiency standards.

Which countries does Amahorse operate in?

In 2025 the group served 65 countries: 30 in Europe and 35 outside Europe. In the same year around 717,000 products were distributed in Italy and 319,000 abroad, to 779 Italian and 843 foreign saddleries. The online shop delivers to Italy and to the European countries listed on its country selection page.

How many products are in the catalogue?

The range comprises 5,609 products and 31,406 variants: technical clothing for the rider, saddles and harnesses, helmets and protection, footwear, products for the care and wellbeing of the horse and stable equipment, for both English and western riding.

What is the difference between the various Amahorse websites?

The corporate site presents the group, its brands, news and stores. The online shop, at shop.amahorse.com, is for purchases by private customers. The public catalogue, at catalog.amahorse.com, lets you browse products and brands without registering. The B2B portal, at b2b.amahorse.com, is reserved for registered and approved retailers.

Does Amahorse have a sustainability policy?

Yes. The Sustainability section of the corporate site describes the policies for a responsible supply chain, the choice of materials and environmental compliance. The headquarters opened in 2025 was also designed to high energy efficiency standards.

How do I report wrongdoing or a breach?

The group provides a confidential reporting channel at amahorse.whistlelink.com, reachable from the bottom of every page. Reports can also be submitted anonymously.

How can I apply for a job at Amahorse?

Applications can be sent through the Contacts page of the corporate site or to info@amahorse.com, attaching your CV and stating the area you are interested in. We reply Monday to Friday, from 8:30 to 18:00.

Didn’t find your answer?

Write to the right department: we reply Monday to Friday, 8:30 am to 6:00 pm.

How to buy and how to become a retailer

How can I buy Amahorse products?

Private customers buy from the online shop at shop.amahorse.com or from saddleries and specialist shops: the Stores section of the corporate site lets you find the nearest retailer. Companies and retailers order through the B2B portal, with reserved price lists and conditions.

How do I become an Amahorse retailer?

Registration takes place on the B2B portal at b2b.amahorse.com: you fill in the form with your billing details and the details of your business. Once the account is approved you gain access to reserved price lists, commercial conditions and availability. For preliminary information you can write to the Sales Italy or International Sales department from the Contacts page, or to sales@amahorse.com.

What requirements are needed to become a retailer?

You need a commercial business with a VAT number operating in the equestrian sector or a related one. The request is assessed by the sales department, which checks the details of the business and the coverage of the area. To find out in advance whether the conditions are met, it is best to write to the sales department describing your business, its location and the disciplines you cover.

How long does approval of a B2B account take?

After your email address is confirmed, the account is reviewed by the sales department. While you wait you can already log in to the portal, but you will see retail prices and you cannot order. On approval you receive an email: after logging out and back in you will find your personalised prices. If the wait goes on, you can follow it up by opening a ticket from the Help Centre on the portal.

What does the B2B portal offer?

A complete catalogue with availability updated in real time, price lists personalised according to the agreed conditions, the recommended retail price, order history and statistics, price list downloads in various formats, order import from an Excel file, saved carts and availability alerts on individual variants. For those who integrate their own management systems, data exchange via FTP and APIs is also available. The dropshipping service can also be activated on request.

Can I browse the catalogue without being a customer?

Yes. The catalogue of products and brands can be browsed freely at catalog.amahorse.com, without registering. Reserved prices, availability and commercial conditions remain visible only to approved users of the B2B portal.

I am a retailer outside Italy: who should I contact?

The International Sales department, from the Contacts page of the corporate site or at sales@amahorse.com. Registration on the B2B portal is the same; commercial conditions and logistics are defined according to the country.

Do you sell all your brands in every country?

No. Some brands have distribution agreements that limit sales to certain markets, so a product may not be available for the destination country. The sales department will confirm the coverage for your area; on the online shop, products that cannot be sold in a country are shown as not available there.

I want to sell Amahorse products online: how does that work?

You need an approved B2B account. For online sales you can either buy the goods and manage them yourself, or activate the dropshipping service, with which Amahorse ships directly to your end customer. Dropshipping is requested from the portal and involves an order handling fee plus shipping and packaging costs.

How do I get my shop listed in the store locator?

Listing is available to retailers who agree to appear in the store locator on the Amahorse site: consent is given when registering on the B2B portal. To add, correct or remove a listing, write to the sales department at sales@amahorse.com.

Product information, compliance and technical support

Where do I find the ingredients, warnings and directions for use of a product?

In the "Product Information" section of the corporate site: you enter the code printed on the packaging and consult the mandatory information available for that item, organised into ingredients, allergens, composition, directions for use, warnings and storage.

I entered the code but the product was not found

The message "The product code does not match any available content" means that no information has been published for that code: either the code was typed incorrectly, or the item is one for which no mandatory information is required. Check the code on the packaging; if the problem persists, write to us quoting the code and a photo of the label.

Where do I find the technical information for a catalogue item?

Every product page on the shop and on the public catalogue shows the composition, sizes and features available, with the image gallery and, for some items, the 3D viewer. For further documentation — technical data sheets, certifications, declarations of conformity — requests should be addressed to the Research and Development department through the Contacts page.

Are the helmets and protective items certified?

The protective equipment distributed by the group complies with the applicable European legislation and carries the certification references on the label or in the documentation supplied with the product. For the formal documentation relating to a specific item, quote the product code and write to the Research and Development department through the Contacts page.

Who do I contact for a technical question about a product?

The Research and Development department, from the Contacts page of the corporate site choosing the "Research and Development" category. Quote the product code and the intended use in your request: replies are sent Monday to Friday, from 8:30 to 18:00.

A product seems faulty: how do I report it?

If you bought it from the online shop, write to customer service at ordini-shop@amahorse.com quoting the order number, the item code and a description of the defect, with photos. If you bought it in a shop, contact the store where you made the purchase, which will handle the case with us. If you are a retailer, open a ticket from the Help Centre on the B2B portal.

Where do I find the privacy policy, terms and conditions and cookie policy?

In the legal area of the sites: privacy policy, terms and conditions — split into terms of use and terms of sale — and cookie policy. For requests concerning personal data the address is privacy@amahorse.com. Under the published conditions, the language of the contract is Italian only.