The Brands Behind The Barn Aisle
StaffA continuing series sharing the stories, craftsmanship, and horse-world roots of some of our favorite equestrian brands.
During a period of change across the equestrian industry, we’re taking a closer look at the independent brands, makers, and horse people who help shape what riders use, wear, trust, and love.
Behind every product on the tack shop wall is a story: a founder with an idea, a detail designed with riders in mind, a team that understands barn life, and a community that makes the work meaningful.
This ongoing interview series highlights the brands behind the barn aisle; where they began, what inspires their products, how horses influence their design process, and why independent retailers and tack shops continue to play such an important role in connecting riders with the products that truly fit their lives.
Brands Behind the Barn Aisle: Essex Classics
The equestrian industry is built on brands that understand the sport from the inside out; brands created not simply to fill a space in the market, but to solve a problem riders genuinely experience.
For more than four decades, Essex Classics has been doing exactly that.
Founded by lifelong equestrian Cathy Sacher, Essex Classics began with a simple belief: riders deserved a better show shirt. Essex Classics, now owned by Eileen McDonnell, who has been involved in Equestrian sport for many years, still stands by the core company goals, provide equestrian athletes with the best riding shirts on the market. By combining generations of apparel expertise with firsthand experience in the saddle, this woman-owned brand has grown into a name recognized for classic styling, exceptional fit, and uncompromising quality.
Built on Experience, Designed for Riders
When Essex Classics first launched 41 years ago, founder Cathy Satcher brought two important parts of her background to the table for a common goal.
As an equestrian, she understood what riders needed and what was missing from the market. At the same time, quality tailoring and shirtmaking were part of her family heritage. Her father was a successful men’s dress shirt manufacturer, giving Cathy firsthand knowledge of the craftsmanship behind exceptional apparel.
That combination of industry knowledge and equestrian experience became the foundation of Essex Classics.
Over the decades, the brand has continued to grow and innovate while remaining committed to the classic style and quality that riders expect in the show ring.
Navigating Change by Focusing on What Matters
Change is nothing new to the equestrian industry, and Essex Classics believes navigating it successfully begins with returning to the fundamentals.
“During times of change, it’s always important to double down on what matters most—listening to the needs of your customers.” says Melissa Hubbard, Chief Marketing Officer of Essex Classics and life long equestrian.
For independent businesses and brands, that means remaining closely connected to the communities they serve, from riders and local barns to tack shops and horse shows.
Personal relationships have always been an important part of what makes the equestrian industry unique, and Essex Classics believes those relationships will remain essential to keeping the industry strong.
Adaptability matters, too.
The ways customers shop, interact with brands, and discover products continue to evolve. For independent businesses, the challenge is evolving alongside customers while remaining true to the identity and values that built their brands.
Why Trust Matters
At the heart of those relationships is something even more important: trust.
Melissa also notes that “Riders want to support brands and businesses that genuinely understand the sport, deliver quality products they stand behind, and invest in the long-term health of the equestrian community.”
That trust creates loyalty between riders, retailers, and brands—and helps independent businesses endure across generations.
For Essex Classics, 41 years in the equestrian industry is a testament to the importance of those relationships.
Designing Tomorrow’s Classics
Essex Classics has never been afraid to challenge tradition while respecting the history of the sport.
The brand helped redefine modern equestrian apparel by introducing the first show shirt with an integrated collar, replacing the traditional ratcatcher shirt and separate choker.
That innovation helped move the industry forward with technical fabrics used on show shirts riders recognize today.
Since then, equestrian apparel has continued to evolve. Performance fabrics, stretch, and athletic functionality have become standard as riders expect clothing designed to meet the physical demands of the sport.
“The days of non-stretch wool hunt coats and stiff starched cotton show shirts are long behind us.”
The challenge now is finding the right balance between innovation and tradition—creating apparel that performs for today’s athletes while honoring the timeless aesthetic of equestrian sport.
For Essex Classics, that balance continues to guide the future of the brand.
Final Thought
The equestrian industry may continue to change, but the values that have sustained it remain remarkably consistent: relationships, adaptability, quality, and trust.
For more than four decades, Essex Classics has built its brand around those values while continuing to find new ways to meet the changing needs of riders.
By listening to the equestrian community, investing in long-term relationships, and balancing innovation with tradition, Essex Classics continues working toward a simple goal:
Designing tomorrow’s classics today.
Brands Behind the Barn Aisle: Back on Track
As the equestrian industry continues to evolve and navigate a period of change, we’re taking the opportunity to spotlight some of the independent brands, makers, and businesses that help keep the sport moving forward every day.
We spoke with James “Jim” Ruder, CEO and Managing Director of Back on Track USA, about the story behind the brand, the role of independent tack shops, and what keeps the Back on Track team looking ahead.
How It Started
Back on Track was founded in 2000 by Dr. Erland Beselin, an orthopedic surgeon and avid equestrian who discovered the potential benefits of reflective textile technology.
What began as a single experiment grew into years of exploration and product development. Along the way, the company developed Welltex®, a proprietary textile technology designed to utilize far infrared energy (FIR). Back on Track’s materials are designed to absorb body heat and emit it back toward the body in the form of far infrared energy, a technology that has been shown to support circulation and help provide relief to areas affected by joint, tendon, and muscle soreness.
What started as a mission to help people experiencing stiffness and discomfort has expanded into a global product line serving people, horses, and pets. Through every stage of that growth, the company’s purpose has remained remarkably consistent: supporting comfort, movement, and overall well-being.
Designed for Horse People
Like many of the most respected equestrian brands, Back on Track’s roots are firmly planted in the horse world.
The company’s product development has always been shaped by the realities of everyday life around horses. Whether a rider is preparing for a ride, recovering after a competition, or simply managing the physical demands of barn life, the goal is to create products that support both performance and recovery.
That practical perspective has helped the brand earn a loyal following among riders who value products created by people who understand the unique demands of the equestrian lifestyle.
Staying Focused Through Change
The equestrian industry has experienced significant changes over the years, and Jim believes adaptation has always been part of the journey.
Having spent more than four decades in the industry, he has watched technology transform the way brands, retailers, and customers connect. Where relationships were once built through trade shows, phone calls, and face-to-face conversations, today’s customers often discover products through online searches, social media, and digital storefronts.
While those changes have created tremendous opportunities, they have also made parts of the industry feel less personal.
“When the personal connection is lost,” Jim explained, “the purpose and story behind a product can sometimes be lost as well.”
For Back on Track, remaining focused on quality, innovation, and customer trust has been key. Rather than chasing trends, the company continues to focus on helping people, pets, and horses feel and perform at their best.
Why Independent Tack Shops Matter
One theme that emerged repeatedly throughout our conversation was the importance of independent retailers.
For many riders, especially those living in rural communities, local tack shops provide far more than a place to make a purchase. They offer expertise, product knowledge, fitting assistance, and trusted recommendations from people who understand horses firsthand.
Equestrian products often require a level of guidance that simply cannot be replicated through a product description alone.
According to Jim, the strongest retail partnerships are built with retailers who genuinely believe in the products they carry and are invested in helping customers find the right solution.
Independent tack shops serve as an important bridge between brands and riders, creating the kind of personal relationships that continue to strengthen the equestrian community.
Looking Ahead
When asked what keeps him motivated about the future, Jim’s answer was simple: the opportunity to continue making a positive impact.
The Back on Track team remains committed to supporting the well-being of horses, pets, and people through ongoing innovation and product development. That mission continues to guide the company as it explores new technologies and new ways to serve the equestrian community.
Jim also emphasized the importance of remaining open to change.
Growth requires a willingness to evolve, adapt, and pursue new opportunities. For Back on Track, that means continuing to develop products that help riders enjoy their horses, their sport, and their everyday lives.
What’s Next for Back on Track?
Innovation remains a major focus for the company.
One area receiving significant attention is Cool on Track®, a cooling technology designed to help people, horses, and pets cool down through evaporative cooling without the use of chemicals or freezers.
The company is also continuing to expand its sports medicine offerings through Strapz®, a line of mobility braces and supports, and Coppertex®, a collection of copper-infused products designed to support healthy skin and connective tissue.
Looking ahead to the coming seasons, Back on Track is preparing to expand its Outtrakk Collection with new men’s and women’s water-repellent riding coats and outdoor sporting apparel.
A Final Thought
Before our conversation ended, Jim shared two principles that have stayed with him throughout his life:
“You are what you eat.” And, “You are who you are when you’re alone.” For Jim, both ideas come back to intentionality. The care we invest in ourselves, our animals, our businesses, and our communities ultimately shapes what we become.
It’s a perspective that feels particularly relevant today. The equestrian industry has always been built by people who care deeply, work hard, and continue showing up for one another.
Brands like Back on Track are a reminder that behind every product is a story, and behind every story is a community that helps keep our industry moving forward.
Brands Behind the Barn Aisle: KASK
We interviewed Andrea Nannarelli, North America Equestrian Sales Manager for Kask, based out of Charlotte, North Carolina. Andrea shared with us that KASK, founded in Italy was built around a simple goal: combining advanced safety technology with Italian craftsmanship and design. Since entering the U.S. market, the brand has continued to grow by focusing on rider protection, comfort, and performance while serving equestrians around the world.
Built on Safety
For KASK, innovation begins with safety. The company continues to invest heavily in research, engineering, and testing to better understand rider protection and improve helmet technology.
According to Andrea, that commitment to innovation remains one of the company’s driving forces. “Innovation is the key that will bring the equestrian market to grow every year,” he shared.
Navigating Change
Like many brands across the industry, KASK has watched recent changes unfold with both concern and optimism. While shifts in the retail landscape create challenges, Andrea believes they also create opportunities for independent tack shops and smaller businesses to strengthen their connections with riders.
Rather than focusing on uncertainty, KASK remains committed to supporting the retailers and communities that help introduce riders to the sport.
Why Independent Retailers Matter
Andrea emphasized the value of local retailers who provide personalized service, product expertise, and a direct connection to the equestrian community. As larger industry changes continue to unfold, KASK sees independent tack shops as an important part of the sport’s future.
“We’re going to support them,” he said.
For KASK, independent retailers remain an important bridge between innovative products and the riders who rely on them every day.
Looking Ahead
As the sport continues to evolve, Andrea remains optimistic about what comes next. Advances in safety, design, and technology continue to improve the rider experience while helping the industry grow.
For KASK, the future means continuing to invest in innovation while supporting the riders, retailers, and communities that keep equestrian sport moving forward.
A Final Thought
While products and technology continue to evolve, KASK’s mission remains the same: creating equipment that helps riders feel confident, protected, and prepared to perform at their best.
It’s a philosophy rooted in innovation, supported by partnerships, and focused on the future of the sport.
Ice Horse: Innovation, Education, and the Bond Between Horse and Rider
For this edition of our Vendor Spotlight series, we spoke with Julie Williams, owner of Ice Horse, about entrepreneurship, innovation, and why she remains optimistic about the future of the equestrian industry.
Built by a Horse Person
Like many equestrian entrepreneurs, Julie’s story began with a love of horses. After spending time galloping racehorses and working in the industry, she eventually built a successful career in investment banking before realizing she wanted to combine her business experience with her lifelong passion for horses.
That journey ultimately led her to Ice Horse, a company known for its innovative cold therapy products designed to support equine recovery and wellness.
Finding Opportunity in Change
While recent industry changes have created uncertainty for many businesses, Julie sees opportunity in adaptation. “Change is growth, and growth is good,” she said.
Rather than focusing on what has been lost, Ice Horse continues to focus on helping retailers, horse owners, and caregivers access products that solve real-world problems.
Why Independent Tack Shops Matter
For Julie, independent retailers play a critical role in the success of specialized equestrian brands. “I really feel for my products, independent stores are trusted educators,” she explained.
Unlike impulse purchases, Ice Horse products often address specific needs. Local tack shops help riders understand those solutions while providing the expertise and personal service that can’t always be replicated online.
Julie believes independent retailers remain one of the strongest links between innovative brands and the horse owners they serve.
Looking Ahead
What keeps Julie hopeful about the future of the industry is simple: the relationship between people and horses. “Ever since I was a little girl, I’ve loved horses,” she shared.
She believes that connection continues to bring people together and remains at the heart of everything the industry does. From competitive riders to therapeutic riding programs, horses continue to have a profound impact on people’s lives.
A Final Thought
In a world increasingly driven by algorithms and automation, Julie believes the equestrian community’s greatest strength is still its people. “What we have really is a community.”
It’s a reminder that while businesses, technologies, and trends may change, the passion that connects horse people remains as strong as ever.
Brands Behind the Barn Aisle: Ego 7
For more than a decade, Ego7 has built a reputation for combining European craftsmanship, rider-focused design, and exceptional value. As part of the Tucci family of brands, Ego7 was created to offer riders a durable, stylish boot at an accessible price point without sacrificing quality or performance.
Amy MacDonald, the North American Agent for Ego 7, has spent more than 45 years in the equestrian industry, and for the last decade, she has helped introduce riders to Ego7’s growing line of boots and equestrian apparel. What first caught her attention was the combination of beautiful design, durability, and affordability. “It was a desirable price point with durability and beautiful design,” she explained.
That commitment to creating products riders can rely on continues to shape the brand today.
Why Local Tack Shops Matter
Few topics generated more passion during our conversation than the importance of independent retailers.
Amy believes local tack shops remain the heart of the equestrian community, providing riders with expertise, fitting assistance, and personal service that simply can’t be replicated online. “Please, please go shop at your local tack shops,” she said. For Amy, supporting local retailers isn’t just good business—it’s essential to preserving the relationships that make the horse industry unique.
Looking Ahead
What keeps Amy optimistic about the future is the positive change she’s seen throughout the industry over the years. “I think the equestrian industry has gotten much kinder as I’ve gone along,” she shared.
She also pointed to the growing emphasis on rider safety, horse welfare, and education as signs that the sport continues to move in a positive direction.
A Final Thought
As Ego7 prepares to launch new products, including the upcoming Helios boot, Amy remains focused on the same values that have guided her career: quality products, strong relationships, and a thriving community of riders and retailers.
For her, the future of the industry remains bright when horse people continue to support one another and the local businesses that serve them.
Brands Behind the Barn Aisle: RJ Classics
The equestrian industry is built on relationships. Behind every brand, every tack shop, and every rider is a story of passion, perseverance, and a commitment to the sport we all love.
As part of our Industry Voices series, we spoke with Jennifer Eisenberg of RJ Classics, a third-generation family-owned business that has spent more than two decades serving riders across disciplines. While the industry continues to experience change, Jennifer believes the path forward begins with remembering who you are, staying connected to your core values, and working together as a community.
Built on Family and a Need for More Choices
RJ Classics was founded in 2000 by Jennifer’s mother, Roberta, who saw an opportunity to bring more options to riders. Coming from a family with deep roots in the tailored clothing industry, she combined generations of apparel expertise with firsthand experience as a horse-show parent.
At the time, riders had fewer choices when it came to show clothing, both in style and price point. RJ Classics was created to fill that gap, offering quality, fit, and accessibility while bringing fresh options to the market.
Today, the company remains family-owned and operated, with Jennifer and her sister Michelle continuing the work their mother started.
Staying Grounded Through Change
When asked about the changes currently affecting the equestrian industry, Jennifer emphasized the importance of staying grounded.
Rather than reacting out of fear, she believes brands should take time to reflect on who they are, what they stand for, and the relationships that have helped build their business.
Change can be challenging, but it can also create opportunities to strengthen partnerships, remain flexible, and continue evolving while staying true to a company’s mission.
Why Independent Retailers Matter
For RJ Classics, independent tack shops have always played a vital role.
Jennifer credits local retailers with helping build the brand from the beginning. They gave a new company a chance, introduced products to riders, and invested in long-term relationships that continue today.
Those relationships remain essential because riding is deeply personal. Riders often rely on trusted local retailers for guidance, recommendations, and support. Independent stores create a direct connection between brands and the communities they serve, helping products reach riders in a meaningful way.
What Keeps Her Hopeful
Despite the challenges facing the industry, Jennifer remains optimistic. Her hope comes from something simple but powerful: the love people have for horses and the sport itself.
That passion continues to bring people together and drives innovation, creativity, and growth across the industry. It also inspires brands like RJ Classics to keep improving products, exploring new technologies, and expanding options for riders.
A Commitment to Inclusivity and Choice
One area where RJ Classics continues to stand out is its commitment to offering a wide range of sizing and fit options.
The brand serves riders from children’s sizes through extended sizes, with multiple length options available across much of the collection. That commitment reflects a core belief that riders should have choices and access to apparel that fits both their bodies and their goals.
Stronger Together
Perhaps Jennifer’s most important message was one of collaboration. During times of uncertainty, it’s easy for businesses to focus on differences. Instead, she encourages brands, retailers, and industry professionals to look for opportunities to work together, support one another, and move forward with integrity.
Every company is navigating change in its own way, but the shared goal remains the same: keeping the equestrian community strong, healthy, and growing for future generations. As Jennifer reminded us, the most successful path forward isn’t working against one another—it’s finding ways to work together.
Brands Behind the Barn Aisle: Ariat
The equestrian industry has always been built on relationships—between riders and horses, customers and retailers, and the brands and businesses that understand what it means to be part of this community. As the industry continues to evolve, those relationships matter more than ever.
We interviewed Sharon Carpenter, vice president of sales with Ariat, a brand known around the world for performance footwear and apparel, about navigating change, supporting independent retailers, and the relationships that continue to shape the equestrian industry.
Built Around the Rider
Since its beginning, Ariat has focused on creating innovative, high-performance products designed around the needs of riders and athletes.That commitment has helped the brand grow far beyond its equestrian roots while continuing to maintain a strong connection to the riding community.
For Ariat, understanding the customer means understanding the demands of the sport—and continuing to develop products that help riders perform at their best both in and out of the saddle.
Navigating Change Together
The equestrian industry has experienced significant change in recent years, creating new challenges for brands, retailers, and riders alike. Sharon reflects “What we can be assured of is the relationships that we have with the people we do business with. That is our priority: serving our consumers who love our brand and partnering with our customers who love us, too.” But change also creates opportunities to listen, adapt, and strengthen the relationships that have long been at the heart of the industry.
For established brands like Ariat, navigating those changes means continuing to listen to customers and retail partners while finding new ways to serve an evolving equestrian community.
Why Independent Retailers Matter
Independent tack shops offer something that cannot always be replicated online: experience, personal relationships, and a genuine understanding of the riders they serve.
Sharon knows the importance of independent shops aren’t just what they sell. “The tack shop is the subject matter expert. Consumers come to tack shops to learn, to sample, to try, to connect, to cry, to laugh, to be family.”
Customers can walk into a local tack shop, ask questions, try products, receive expert advice, and build relationships with people who understand the sport.
Those relationships also help connect brands directly with the riders using their products.
Independent retailers provide valuable insight into what customers need, what they are looking for, and how the industry continues to change.
For brands like Ariat, those partnerships remain an important part of serving the equestrian community.
“Expertise and relationships matter. The brands and shops that have stayed close to the community carry real knowledge. You can’t buy it and you can’t fake it.”
Looking Ahead
The future of the equestrian industry will continue to be shaped by innovation, adaptability, and the people who remain passionate about the sport.
While technology and shopping habits may continue to evolve, the foundation of the industry remains the same: horses, riders, relationships, and community.
By continuing to listen to riders and support strong partnerships throughout the industry, Ariat remains focused on creating products that meet the needs of today’s equestrian athletes while preparing for what comes next.
Final Thought
The equestrian industry has always been about more than products.It is built on people.
The riders who dedicate countless hours to their horses. The independent retailers who know their customers by name. The brands that continue to listen, innovate, and invest in the future of the sport.
As the industry moves forward, those relationships will remain one of its greatest strengths. Together, brands, retailers, and riders can continue building an equestrian community that is prepared to adapt, grow, and thrive for generations to come.
Brands Behind the Barn Aisle: Huntley
The equestrian industry is built on passion, innovation, and a deep understanding of what riders need—both in and out of the saddle.
For Allyson Hall, that understanding comes from firsthand experience as an equestrian.
More than a decade ago, Huntley began with a goal: create premium equestrian products, particularly leather goods and accessories, using quality materials while keeping them accessible to riders at a reasonable price point.
As the equestrian industry continues to evolve, that commitment to quality, value, and strong relationships with independent retailers remains at the heart of the brand.
Built by an Equestrian, for Equestrians
As a hunter rider herself, Hall understood both the excitement and challenges of shopping within the equestrian market.
The industry is constantly introducing new products and innovations, but quality equestrian equipment and apparel can also come with a significant price tag.
Huntley was created to offer another option.
“Our goal was to create premium products, specifically leather goods and accessories, and be able to offer the products at a reasonable price point for the equestrian community,” Hall said.
By combining premium materials with value, the brand has spent more than a decade developing products designed around the real needs of riders.
Navigating Change by Getting Back to Basics
Like many businesses across the equestrian industry, Hall and her team are carefully watching changes in the marketplace and the challenges surrounding the cost of purchasing and importing products while continuing to keep prices affordable for customers.
But recent changes within the industry have also brought renewed attention to something that has always been important: local equestrian retailers.
“The focus is kind of getting back to basics,” Hall said.
Before online shopping became part of everyday life, riders relied heavily on their local tack shops to help them find the right products for themselves and their horses.
Hall believes those personal relationships and that level of expertise continue to matter.
Why Independent Retailers Matter
For Hall, one of the greatest strengths of independent equestrian retailers is service.
“You’re going to have an expert there for you,” she said. “They’re going to be able to get you the right product for what you need and what you’re looking for.”
Local tack shops give riders the opportunity to see and feel products in person, ask questions, and receive guidance from people who understand horses and the equestrian industry.
“Anyone can shop online,” Hall said. “But at the end of the day, people want to touch and feel things and be able to have someone help them.”
Independent retailers also play an important role in introducing riders to new products and innovations.
“I think the whole equestrian community starts at a local level,” Hall said.
By connecting brands, products, and riders, local retailers remain an essential part of strengthening equestrian communities.
Looking Toward the Future
Despite the changes and challenges facing businesses today, Hall remains optimistic about the future of the equestrian industry.
“I think the equestrian market will always be here, and it continues to grow,” she said.
Across disciplines—from the hunter-jumper and Western communities to the growing popularity surrounding horse racing—the passion people have for horses continues to bring new riders and enthusiasts into the industry.
“I think horses will always be a part of our community,” Hall said. “You’re going to find more and more people who are passionate about it and have a love for horses.”
Continuing to Innovate
Huntley continues looking for new ways to respond to what riders are asking for and bring innovative products to market.
One recent example is the launch of new show jackets through the Grand Prix brand.
Designed to combine affordability, performance, and style, the lightweight jackets offer year-round wearability with a variety of colors, trims, and collar options.
The jackets are manufactured in New York, allowing the company to remain closely involved in production and quality control.
“We’re always looking at new ways to be innovative and be able to bring items to market that people are asking for,” Hall said.
Final Thought
For more than a decade, Huntley has focused on creating quality products, delivering value to riders, and supporting the independent retailers that connect brands directly with equestrian communities.
For Hall, those relationships remain essential.
“We’ve been doing business with The Farm House for a very long time, and you guys have always been a huge supporter of our brands,” Hall said. “We wouldn’t be here if it wasn’t for stores like you.”
As the industry continues to change, brands, independent retailers, and riders will all play an important role in shaping its future.
By returning to the basics—quality products, knowledgeable service, strong relationships, and a shared passion for horses—the equestrian community can continue moving forward together.
Brands Behind the Barn Aisle: KL Select
The equestrian industry is built by people who understand that the products riders use every day need to do more than look good. They need to perform, last, and meet the demands of life in and around the barn.
We spoke with Erica Emond of KL Select, about the major changes the equestrian world has seen this year. From its beginnings in the late 1980s to the development of its growing collection of equestrian products today, KL Select has remained focused on quality, comfort, function, and the relationships that connect brands, independent retailers, and riders.
From Saddle Fitting to a Growing Equestrian Brand
KL Select began in the late 1980s with founder Brian Carters explains Erica. Shortly after immigrating to the United States from England, Carters became one of the first saddle fitters in the country. What began with selling saddles gradually expanded to include stirrup leathers, several styles of reins, and eventually a growing collection of equestrian products.
Interestingly, an independent retailer helped shape the future of the company. A tack shop owner—whose store remains in business today—suggested that Carters begin offering his products to retailers. He took that advice, and KL Select began building relationships with independent tack shops across the country.
Decades later, those relationships remain an important part of the company’s story.
Staying Focused Through Change
As the equestrian industry navigates a period of change, KL Select believes remaining grounded in core values and connected to the equestrian community is more important than ever.
“As we navigate the changes and challenges within this period, it will be critical for brands to remain focused on their key values and to stay connected with not only the equestrian community, but also their retailer partners,” Erica, KL Select’s Sales and Operations Manager, shared.
For KL Select, those values include quality, comfort, function, longevity, and value, along with a continued commitment to exceptional customer service.
The company also believes strong relationships between brands and retailers will play an important role in moving the industry forward.
Independent retailers have an opportunity to create positive shopping experiences, share their product knowledge, strengthen connections with customers, and thoughtfully choose brands that support their businesses.
Designed by Horse People, for Horse People
The equestrian community isn’t simply a customer base for KL Select. It shapes the company from the inside out. “The equestrian community is the heart of our business, period,” Erica said. KL Select’s operating team is made up of lifelong horsewomen who bring firsthand experience to the development and design process.
They understand that riders and horses are tough on their equipment. They know that riding, training, teaching, and barn work are physically demanding. They also understand that comfort can have a direct impact on how both horses and riders perform. That experience influences the decisions the team makes when developing new products.
“We hope riders feel comfortable in our products and in their own skin,” Erica said. “We believe that when riders look and feel good, they ride well. Same for horses. When they are comfortable, they perform well and are happier overall.”
Quality Designed to Last
For KL Select, creating a new product doesn’t end when the design is complete. The company designs its products in-house and tests them before introducing them to the market.
The goal is to understand not only how a bridle, pair of breeches, or other product looks when it is new, but how it will perform after months and years of use. “The perceived value of a product comes from its longevity,” Erica explained. “And, let’s face it, riders and horses are tough on stuff.” That attention to detail and commitment to long-term quality remain defining parts of the KL Select brand.
Why Independent Retailers Matter
Independent tack shops have been part of KL Select’s story from the beginning, and they continue to serve as an essential connection between the company and the riders who use its products.
“Retailers are the link between our brand and riders,” Erica said. Local retailers do more than stock products. They help riders understand them. Through personal experience, product knowledge, fitting assistance, and recommendations, tack shops help customers find products that meet their individual needs. They also provide experiences that cannot always be replicated online.
“Independent tack shops are the place you can go to ‘touch and feel’ the leather, fabric, padding, etc.,” Erica said. “They are the place where you can go to try on new breeches, ask for product suggestions, or see new brands.”For KL Select, protecting those experiences and supporting the retailers who provide them remain important to the future of the equestrian community.
Looking Ahead
For Erica and the KL Select team, the motivation to continue creating new products comes from something simple: a lifelong love of horses.“I’ll always be a ‘horse girl,’” she said. After riding professionally and working as a trainer in her twenties, Erica eventually found a new way to combine her career with her passion for horses. “I’m lucky to say that my career allows me to enjoy my passion for horses in a new, creative way,” she said.
That same passion continues to guide KL Select as the company develops new products and looks for opportunities to serve riders, horses, and independent retailers.
Final Thought
For more than three decades, KL Select has grown alongside the equestrian community while remaining focused on the values that helped build the company: quality, comfort, longevity, customer service, and strong relationships.
From an independent retailer encouraging the company’s founder to expand his business decades ago to the tack shops introducing riders to KL Select products today, local retailers have remained an important part of that journey.
As the industry continues to evolve, KL Select believes its strength will continue to come from the people at its heart. “The equestrian community is the heart of our business, period.”
And for a company built by horse people, supported by independent retailers, and committed to creating products for horses and riders, that community remains the foundation for whatever comes next.
Brands Behind the Barn Aisle: Goode Rider
The equestrian industry is filled with women balancing full lives; careers, families, friendships, responsibilities, and, somewhere in the middle of it all, the horses that keep them grounded.
For Goode Rider founders Kristin and Lorna, that reality became the inspiration behind a brand designed to move with women through every part of their day.
After leaving successful careers at Levi Strauss & Co., the two riders set out to create something more meaningful: premium performance clothing designed with an understanding of how modern equestrian women actually live. From the barn to the boardroom, a morning ride to brunch with friends, Goode Rider was created to bring together style, comfort, and performance without asking women to compromise.
Designed by Women Riders, for Women Riders
As riders themselves, Kristin and Lorna understood the challenge of balancing demanding careers, family life, and the deep fulfillment that comes from time spent with horses. They also saw a gap in equestrian apparel. Women needed clothing that could perform at the barn while still feeling polished, comfortable, and appropriate for life beyond it.
Goode Rider was created to fill that gap with a lifestyle collection designed for women who move through many roles in a single day. Every piece reflects the founders’ firsthand understanding of life in and out of the saddle, combining premium materials, thoughtful details, and versatile design.
Navigating a Changing Industry
The equestrian industry and retail landscape have changed dramatically in recent years, with traditional retailers closing and more customers shopping online. In response, Goode Rider has expanded its marketing efforts to connect directly with the women it serves: busy, accomplished riders balancing horses, careers, families, and full lives outside the barn.
But rather than replacing independent retailers, that increased visibility has created new opportunities to support them. As more women discover Goode Rider online, more are walking into local stores specifically looking for the brand. “They want to touch the luxurious fabrics, feel the perfect fit, and experience the quality that transitions seamlessly from the barn and beyond,” Lorna said.
For Goode Rider, the ability to discover a brand online and then experience its products in person demonstrates the continued importance of strong relationships between brands and independent retailers.
Why Independent Retailers Matter
Independent tack shops and equestrian retailers have long been an important part of the Goode Rider story. “They are where women can truly discover the difference in our clothing,” Lorna shared. Trying on clothing, feeling the fabric, experiencing the fit, and receiving personal service from someone who understands the equestrian lifestyle are experiences online shopping cannot fully replace.
Goode Rider remains committed to supporting its retail partners and creating opportunities to bring customers into independent stores. Those partnerships help connect the brand directly with the women it serves while giving riders the opportunity to find products that truly fit their bodies, needs, and lifestyles.
Inspired by the Women They Serve
For Goode Rider, optimism about the future of the equestrian industry comes back to the women who have supported the brand. “What keeps us hopeful and motivated is the passionate, loyal customer base we’ve built,” Lorna said. Even within a niche industry, equestrian consumers continue to demonstrate tremendous dedication to the brands and businesses that understand their lives.
That support inspires the Goode Rider team to continue creating pieces that recognize and celebrate the multifaceted lives of women riders. While the industry may continue to evolve, the company’s mission remains unchanged: creating sophisticated, versatile clothing that empowers women to move through their lives with confidence and ease.
Looking Ahead
Goode Rider continues to develop new products designed around the needs and lifestyles of equestrian women. One of the brand’s newest additions is the RIDE Jean, a full-seat bootcut jean designed to combine comfort, performance, and refined style.
Made with premium stretch denim, the RIDE Jean is designed to move easily from the barn to life beyond it. The design also includes a side phone pocket—a practical detail created for the realities of everyday life. The new jean is a product women have been asking the Goode Rider team to create for years.
Also on the horizon are new interchangeable horseshoe buckle belts, expected to launch this fall. Designed to allow women to change buckles based on their outfit, mood, or occasion, the belts offer a subtle equestrian detail while maintaining the polished, versatile aesthetic that defines the brand.
Both launches reflect Goode Rider’s continued commitment to creating luxurious, practical pieces designed for women with full and active lives.
The Jean Queens of the Equestrian World
At its heart, Goode Rider remains a company built by designers, merchandisers, and riders with a deep passion for creating exceptional equestrian clothing. Drawing on their experience at Levi Strauss & Co., Kristin and Lorna have earned a reputation as the “Jean Queens” of the equestrian world. But their approach goes beyond simply attaching their names to a collection.
“We don’t just lend our names to a brand,” Lorna said. “We design every detail with couture-level care and precision.” That attention to detail, combined with firsthand experience as riders, continues to shape every piece the company creates.
Final Thought
The modern equestrian woman rarely lives in just one world. She may move from the barn to the office, from family responsibilities to time with friends, and back to the horses that remain at the center of her life. For Goode Rider, understanding that woman has always been at the heart of the brand.
By combining thoughtful design, performance, versatility, and a commitment to strong retail partnerships, Goode Rider continues creating clothing designed not simply for how women ride, but for how they live.
As the industry continues to change, the brand remains focused on the values that have guided it from the beginning: understanding women riders, creating exceptional products, and designing clothing that helps them move confidently through every part of their lives.