Saddle Shoppe is the destination for luxury equestrian fashion and accessories.

1. WWW.SADDLESHOPPE.COM
@SADDLESHOPPE
FB.COM/SADDLESHOPPE

2. Positioned in a billion dollar industry, Saddle Shoppe aims to garner 5% market share by 2027 and achieve $5B ARR.
To date the equestrian industry has slowly evolved – most retailers are predominately still brick and mortar, mobile units (without an online
store), or are one of the major retailers who represent mass market brands.
Saddle Shoppe connects consumers to luxury apparel and products that cannot be found online through other retailers.
$103B+ US INDUSTRY
SADDLESHOPPE.COM

3. UNTAPPED MARKET
$103B+ US MARKET - $300B+ WORLDWIDE
TEAM
Industry expert team with existing customer
traction in hard to penetrate market
TRACTION
Over 1,500 customers in 1 year –
with an average growth of 62% MoM
Saddle Shoppe has found a white space inside a billion dollar industry primed for success with existing traction.
WHY YOU SHOULD INVEST
SADDLESHOPPE.COM

4. WHERE WE ARE GOING
LUXURY PRODUCTS DELIVERED AT THE SPEED OF AMAZON
+
SADDLESHOPPE.COM
“Worldwide, experts predict that the ecommerce segment of fashion and apparel will
increase at a compound annual rate of 10.6% from $408 billion in 2017 to more than
$706 billion by 2022.”
Shopify Industry Report: Fashion and Apparel, 2018

5. A DESTINATION FOR A CLASSIC LOOK WITH A MODERN TWIST
Saddle Shoppe has started connecting with consumers beyond our niche
market who are attracted to Equestrian Fashion. By focusing on
connecting our in-direct target audience Saddle Shoppe is able to expand
our consumer base and connect with more consumers and reach our $5B
ARR goal by 2027.
$6.65B ARR USD
$6.08B ARR USD
“EQUESTRIAN STYLE IS AS EASILY REPRESENTED ON THE FIELD AS IT
IS OFF, AND THROUGH THE REIGNS OF HERMÈS, OFF THE SADDLE OF
RALPH LAUREN AND THE GATES OF ARIAT… THANKFULLY, LUXURY
BRANDS ARE TAKING US AWAY FROM THE STODGY FASHION OF
YESTER-YEAR AND GALLOPING US TOWARDS A MODERN AND
SOPHISTICATED LOOK.”
FEI: Home To New Equestrian Fashion Out Of The Gates,
SADDLESHOPPE.COM
EQUESTRIAN APPAREL +
FASHION

6. 1,500+
Customers
1 Year
SADDLESHOPPE.COM
⎯ Customer Growth increases by 62% MoM
– 3.4% of all site visitors initiate checkout – above industry average of 2.48%
– 85% are women
– Average income is $185,000
– 38% have a net worth over $500,000
GROWTH

7. The destination for luxury equestrian wear and products online
SADDLESHOPPE.COM
SADDLESHOPPE.COM

8. DATA INSIGHTS
SADDLESHOPPE.COM
• Drive Growth with Machine Learning
• Reduce the industry margins from 50% to 30% by providing vendors insight into consumer data and buying trends
• Automation tools that offer highly relevant and personalized customer experiences and insights into buying tendencies
CHANGING THE WAY A $103B INDUSTRY
DOES BUSINESS
STREAMLINE CONSUMER ENGAGEMENT
• Virtual fitting rooms, and AI virtual shopping assistants to help consumers tailor or select the size and look most aligned with
their tastes and preferences
• Reducing Shipment Time from the industry average of 6 weeks to 7 days
• Voice-powered shopping, visual search, and smart speaker to offer intimate touch points

9. THREE BIG BRANDS
• SMARTPAK
• DOVER SADDLERY
• STATELINE TACK
BRICK AND MORTAR
• LIMITED TO NO E-COMMERCE SOLUTION OR
ENGAGEMENT WITH CONSUMERS
COMPETITORS
SADDLESHOPPE.COM

10. Off initial investment
7X
Web Traffic
1.49M
National Partnerships
30
SADDLESHOPPE.COM
2017 GROWTH RESULTS

11. Customer Value: $23, 968
LTV $71, 906
AVG. SPEND/ PURCHASE $250
SADDLESHOPPE.COM
Based on 3 year trajectory
⎯ 32% of customers are recurring
⎯ Recurring customers spend
⎯ 2.11% visitors checkout
⎯ Average net worth $500k
⎯ Spend $18k+ on equestrian apparel + products/ year
⎯ Compete 6x/ year
⎯ 66% have a college degree
CUSTOMER PROFILE

12. Saddle Shoppe hosts private pop ups in
customers homes and at stables to connect with
customers 1-1 across the United States. In
addition, Saddle Shoppe attends horse shows to
drive and create new customer relationships.
– Average Customer competes at least 6 times per
year
– Horse Shows drive consumer and brand awareness
and produce on average 7x ROI
POP - UP EVENTS
We created partnerships with national horse
show organizations to generate min. $500k in
partner revenue including but not limited to:
HITS Horse Shows, the National Horse Show,
Sonoma Horse Park, Split Rock Jumping Tour,
Devon Horse Show, The Pin Oak Charity Horse
Show, Blenheim Equi Sports, and more.
PARTNERSHIPS
Advertising has driven a significant portion of
Saddle Shoppe’s growth. Through Google and
Facebook we’ve seen our sales grow MoM by
62% from January 2018. In addition, we’ve
seen a significant portion of sales through
organic searches on Google and Instagram .
ADVERTISING
CUSTOMER ACQUISITION
SADDLESHOPPE.COM

13. We’ve created 30 national partnerships to expand our customer
base into 20 US States and 64% of the top US Equestrian States.
These partnerships represent a minimum of $500K in revenue
opportunities based off their existing networks. In 2019 we plan
on continuing the partnerships to expand and continue to grow
our customer base throughout the US.
TOP EQUESTRIAN LOCATIONS2 CUSTOMER LOCATIONS
NATIONAL GROWTH IN 1 YEAR
CROSSOVER
2 American Horse Counsel, http://www.horsecouncil.org/economics/
SADDLESHOPPE.COM

14. • Pop Up Shops inside Luxury Retailers Brick and
Mortar (Neiman Marcus, Nordstrom, Bergdorf
Goodman)
• Subscription Services
• Saddle Shoppe Clothing Line featuring Technical
Fabrics
• Data Insights for Industry
• International Distributor of Saddle Shoppe
products
• Home Décor Accents
ADDITIONAL REVENUE
OPPORTUNITIES
SADDLESHOPPE.COM

15. Having ridden since the age of five – Jelica Baker, CEO and Founder, found it hard to
find quality brands online when she returned to horseback riding as an adult. Most
stores didn’t have an online presence or if they did featured lower quality brands.
Jelica started Saddle Shoppe with the
mission to connect consumers with
luxury brands and forge the first
Bergdorf Goodman meets Amazon
retailer for the Equestrian Industry.
MAY 2017
SADDLESHOPPE.COM
OUR STORY – A LIFE
LONG PASSION

16. SADDLESHOPPE.COM
OTHER SUCCESSFUL VENTURE
BACKED RETAILTERS

17. 2027 $5B
ARR
2M
Customers
SADDLESHOPPE.COM
10 YEAR REVENUE GOAL

18. National Partnerships have created a substantial impact on Saddle
Shoppe’s growth to date. Expanding these types of partnerships will
help us continue growing our customer base and increase our reach.
EXPAND NATIONAL PARTNERSHIPSINCREASE CUSTOMER FOOTPRINT
We’re seeking to grow our US footprint to all Continental States
by the end of 2020. This will help Saddle Shoppe penetrate the
US market at a high growth rate ultimately increasing revenue.
With an increasing customer growth rate we are working on creating better
efficiencies to increase customer satisfaction and reduce order fulfillment time.
STREAMLINE CUSTOMER ENGAGEMENTGROW CUSTOMER BASE
By the end of 2018 our goal is to increase our average daily
orders from 20 orders per day to 100 orders per day. This
will position the company to have a target MRR of $525k.
RAISING $250K - $500K
SADDLESHOPPE.COM

19. Let’s Make
$5,000,000,000
@SADDLESHOPPE
FB.COM/SADDLESHOPPE
SADDLESHOPPE.COM
JELICA BAKER
CEO + FOUNDER
SADDLESHOPPE.COM