As an equestrian and brand creative, it’s sad, but not a surprise.
I clearly remember my first trip to Dover Saddlery.
It was the mid-2000s, and I had just gotten back into riding. I had no clue where to start; last time I rode, helmets barely had chinstraps. So, when I asked my new barn pals where one would go for anything, it was met with an enthusiastic “Dover Saddlery OMG LET’S GOOO!!” Suddenly, I was hoofing it (pun intended) across southern NH with several barn mates who were clearly always looking for an excuse to hit Dover.
Walking into the beautifully rustic green, woodgrain multi-story building in Plaistow, NH, may not have been the catalyst for my return to riding, but it was at least partially responsible for what made it fun. Group trips were bonding experiences; you could always find what you needed (and a lot more), and of course, there was the Dover Basement (IYKYK).
That trip is a distant memory. Not because I don’t still cherish it, but because Dover’s brand has faltered over the years. I don’t think I even realized how much this subconsciously affected my customer loyalty until now. Here are a few observations.
A brand in trouble
In May 2026, The Boston Globe reported on the potential, and probable, closure of Dover Saddlery, citing its need for a financial backer.
This comes as zero shock to me.
While the impact of Dover’s multiple private equity deals isn’t something I’m qualified to comment on, I can weigh in on how brand consistency may have contributed to consumer confusion.
The name is the main product
And that’s just fine. The problem is, when your name is the only real IP you have, you’d better be consistent, and that name better stand for something. The very best. The latest and greatest. A commitment to [insert commitment].
Smartpak Equine (SmartEquine), the obvious comparison here, did things a little differently (ok, a lot differently).
SmartEquine led with a product, an idea: prepackaged supplements for horses.
This covered several branding and business bases:
- a big differentiator: a unique, patented product no one else had,
- something to fall back on when wholesale product sales were slow,
- and, maybe most importantly, a clear focus on horse health.
I could go on about what I think SmartEquine did right, but it’s most clearly evidenced by its announced acquisition by Chewy in late 2025.
Dover Saddlery has rested all its stakes on its name. There is no memorable tagline to speak of (can you even think of Nike without “Just do it”?). The logo hasn’t evolved much over 15-20 years. And there seems to be no differentiating products that aren’t better done by other companies.
When your name is the product, you’d better have something really powerful to rest on. But Dover never capitalized on that, and contradictions arose at every corner.
High-end or value? Classic or modern? How about all the above?
Dover Saddlery seems to have fallen victim to a common branding mistake — trying to be all things to all equestrians. Here are a few contradictions I’ve noticed as an observer of the brand over many years.
Classic logo, “modern” product names
Dover’s logo is a classic green, with a serif wordmark and no iconography. This is just fine if the whole brand reflects the classic, refined vibe it conveys. Ditto on “Saddlery” as part of the name. This vibe is not present in many product names, such as the “Piper” breech and the plus-size “Fuller Fillies” riding tights. In addition, Dover-branded tack products have become the value version of their competitors, offering no clear benefit that makes them a must-have. If you are trying to brand your products as high-end, being the value pick is not a way to create that association.
Beautiful retail locations, bargain basement
Don’t get me wrong, I love a bargain. But when you are trying to sell $900 boots in the same place as the Dover Basement exists (as potentially your biggest draw), confusion ensues. Is this where I go for the top products, or is this where I go to get a deal? For those who can remember Filene’s Basement, there’s a direct comparison. Everyone appreciates a deal, but when your biggest draw is your discounts, it can negatively affect a high-end brand strategy.
Sponsor of the Hunt Seat Medal, but doesn’t carry the high-end products
Part of building a brand is aligning with sponsored events. Most of us in the hunter/jumper world saw the Gucci jump at Maclay finals a couple of years ago. It can’t be ignored that equitation finals are getting insanely money-driven (that’s another post, understatement of the year, and best addressed recently by Noelle Floyd here). Yet Dover, the lead sponsor of the Hunt Seat Medal at the Pennsylvania National Horse Show, still doesn’t carry most of the products being worn in this prestigious final (Equiline, Ego7, For Horses). This creates a disconnect between the event and its top sponsor. When you can’t outfit the riders competing, where is the alignment?
Where can Dover go from here, branding-wise?
In the AI-driven world, brand clarity is poised to become crucial to building trust. It’s not something only Dover Saddlery has struggled with — many companies right now are rushing to try any marketing approach to stay relevant. This is a recipe for a great deal of brand confusion. I believe that only the strongest brand voices with consistent messages will prevail.
Should Dover Saddlery get a backer to continue operating, a full brand review would be a great place to start. I wish them all the luck, because Dover Saddlery does carry a place in my heart, even if I’m not exactly sure what that particular place is.
I would hate to see them ride off into the sunset.
