When news broke about Dover Saddlery’s closing, I think a lot of us in the horse world were shocked. But after reading a LinkedIn post by today’s guest, Orchid Bertelsen, I realized there was a much bigger story behind the headlines.
Orchid brings 20+ years of experience in e-commerce, brand strategy, and consumer marketing, while also being an adult amateur rider. In this episode, we talk about what happened with Dover Saddlery, what it reveals about the equestrian industry as a whole, and why horse moms and adult amateurs deserve a better customer experience.
Whether you’ve shopped at Dover for years or you’re simply curious about where our industry is headed, you’ll come away from this conversation with a different perspective.
EPISODE OVERVIEW
The closure of Dover Saddlery isn’t simply the story of one retailer going out of business. As Orchid explains, it’s really a reflection of how much horse moms, adult amateurs, and consumers have changed—and how slowly much of the equestrian industry has adapted.
Today, we unpack the financial timeline that led to Dover’s liquidation and why the story is much bigger than private equity or one struggling retailer. We talk about outdated ecommerce practices, customer service, inventory management, and why so many equestrian businesses are still operating differently than retailers in almost every other industry.
One of the most interesting parts of our discussion is how much buying power horse moms and adult amateurs have. We may not be the faces featured in advertising campaigns, but we’re often the ones making purchasing decisions, researching products, and keeping this industry moving forward.
KEY TAKEAWAYS
- What really led to Dover Saddlery’s closure
- Why today’s horse moms expect a better shopping experience
- How trainers influence purchasing decisions
- The opportunities local tack shops have to compete and grow
- How AI and technology could make buying horse equipment much easier
- Why Orchid is optimistic about the future of equestrian retail
By the end of our conversation, one thing became really clear: this isn’t just about Dover. It’s about building an equestrian industry that’s easier to navigate, more welcoming to newcomers, and better equipped to serve the people who keep it going every day.
Frequently Asked Questions
Why did Dover Saddlery close?
According to Orchid, Dover’s closure resulted from a combination of financial challenges, private equity ownership, loan structures tied to inventory, unpaid vendor invoices, and eventual liquidation, not simply declining interest in horseback riding.
Is the equestrian industry shrinking?
No. Angie and Orchid discuss that horse owners continue spending on their horses, but consumers now expect the same convenience, ecommerce experience, and customer service they receive from other industries.
What challenges do horse moms face when shopping for equestrian equipment?
Many horse moms struggle with sizing helmets, tall boots, and tack while also dealing with limited local inventory, inconsistent online shopping experiences, and a lack of educational resources designed specifically for newcomers.
Why are adult amateurs important to the equestrian industry?
Adult amateurs represent a significant portion of equestrian spending, yet many brands continue marketing primarily to elite riders and junior competitors instead of speaking directly to this growing customer base.
What can local tack shops do to compete?
Orchid recommends investing in ecommerce, improving Google visibility, creating educational content, simplifying online shopping, and embracing technology that makes purchasing easier for today’s horse owners.
Resources Mentioned
connect with orchid
- Instagram: https://www.instagram.com/orchidinthesaddle/
- TikTok: https://www.tiktok.com/@orchidinthesaddle
- Substack: https://orchidinthesaddle.substack.com/
Thanks to our sponsor!
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