Name: Grace Allen

Base: We are based between Enniscorthy, Wexford and Dusseldorf, Germany.

Business name: Aloga Equestrian.

When did you start your business, and why? Aloga Equestrian launched last October 2023, and we have just celebrated our first birthday. Before launching online, we spent three years trialling, testing and developing the range across various yards in Ireland and Germany. Across our business at Ballywalter Stables, we all saw a gap in the market for reliable, easy-to-use blankets that met the demands of both professional and amateur riders.

Talk about your equestrian background: Horses have always been a big part of my life. I started riding on the beach in Wexford with my dad on racehorses, before my siblings and I got into show jumping. I competed across the different pony classes and was fortunate enough to compete at the Dublin Horse Show and at international level under the guidance of the late Captain Con Power and his wife, Mag.

I also hunted with the Bree and the Wexford Hunt with Master Mary Kehoe and Micheal Condon. They have all remained some of our most incredible supporters and are always generous with their advice and guidance.

After secondary school, I attended EHL, a university in Switzerland, and took a break from riding while studying. I feel incredibly fortunate to have returned to the equestrian world professionally and to be part of the daily activities at the stables in Germany, with my brothers Bertram and Harry.

Being based at the yard allows me to see the Aloga products used during different weather conditions and on many different horses, so I can constantly check and fine-tune them to make our blankets even better.

Tell me about your products. Are they for amateur and professional riders? Our products are horse-focused, prioritising functionality and comfort, making them suitable for all riders. Each item is something we use daily ourselves.

We are proud to have supplied blankets to professional race yards like Jessica Harrington and Ciaran Murphy and legendary team riders in the sport, including Marcus Ehning, Martin Fuchs, and Isabell Werth. We also support event rider Lucy Latta, one of my best friends.

Many amateur riders have bought from us and are delighted with the products. To offer guidance, we’ve created a series called Blanketing 101, sharing insights from our team and experienced grooms.

Who helped you found Aloga Equestrian, or was it solely your venture? Aloga Equestrian was founded by my siblings Bertram, Harry, April and myself. It is a family-owned and managed business. We collaborate with industry experts to ensure we are developing highly functional equine products. There was an opportunity to produce simple, well-designed blankets of the highest quality at affordable prices.

My mum, Geraldine, has been a tremendous support. We’re also grateful for the invaluable guidance of Kirsty McCann from Ark Equine and the support of our grooms, Kate Duffy, Lovisa Munter and Lauren Whitehead.

Are there any challenges you face? We face daily challenges, but our greatest success is the quality of our product. The value speaks for itself once people have used the blankets and experienced the quality first-hand.

There can be challenges for an online company in the equestrian industry, as owners love to be able to touch and feel a blanket, which isn’t possible on a website. We found showcasing at the Dublin Horse Show this year beneficial, as people could see the products first-hand, and the feedback was incredible. We often hear how people are so impressed by the fabric and finish when interacting with the product in real life.

How many people do you employ, or do you work by yourself? We are still a relatively small team of six, a mix of full-time and part-time members. We have a dedicated salesperson, we just hired a brand manager, and one key team member focused on production, which is critical to our success.

Also, we strongly emphasise social media and our website, with some freelance support to help drive our online presence and engagement. Bertram, Harry and my mum provide invaluable support in consulting and decision-making, while April leads product development.

Where is Aloga Equestrian available to buy? Aloga Equestrian’s full range of products is available directly on our online store, aloga-equestrian.com. We ship across Europe, the UK and the USA. Our main markets are Ireland, Germany, Sweden, Belgium and The Netherlands.

Recently, we launched our first European retailer, Hööks Hastsport, in Sweden, and it is so exciting to have that support and interest in the brand. Next year, we plan to do more consumer shows to meet our customers and to showcase our products in person.

Where do you see the business in five years? Our goal is to create exceptional equine products with a focus on rugs. In the coming years, we want to be recognised globally for our commitment to quality and thoughtful design in horse rugs.

We have some exciting developments on the horizon and, as a team, we’re always exploring new ways to improve and innovate in everything we do.