H&M’s Equestrian Brand Expands Its Reach Across Europe

## Expansion of All In Equestrian

H&M’s equestrian line, All In Equestrian, is making strides across Europe. Customers in the UK, Germany, the Netherlands, Switzerland, and Austria can now shop their selection online, featuring products tailored for both horses and riders.

## A Unique Collection

Launched in late 2023, All In Equestrian presents a diverse range from practical stable attire to fashionable pieces that effortlessly blend into everyday wear. This unique collection was initially available online to Nordic customers since early 2025, but due to positive feedback, H&M has broadened its reach. The upcoming autumn/winter 2025 collection will also be accessible via Hm.com.

## Collaboration with Top Athletes

The AW25 collection has been developed in partnership with leading athletes, including Malin Baryard, Peder Fredricson, Nicola Philippaerts, and Olivier Philippaerts. This collaboration aims to deliver stylish, modern, and comfortable attire, featuring items like quilted gilets, riding leggings, graphic sweatshirts, and more for both men and women.

## Excitement from H&M Leadership

H&M’s head of equestrian sponsorship, Petra Leijon af Burén, expressed enthusiasm about the brand’s expansion. She noted the valuable feedback from fans and riders, stating the company is pleased to reach a broader audience of equestrian enthusiasts across Europe.