Discover the names that define our community through our 'Brand Focus' series - an inside look at the history, passion, and innovations you’ll experience this September.
An exclusive Q&A with LeMieux CEO Dan Mahoney: Discover the vision behind the brand’s signature innovation, bold palettes, and iconic matching sets.
1. How did the business begin, and what problem were you originally trying to solve?
LeMieux was founded by former Olympic event rider Robert LeMieux, and his wife Lisa in 2006. Since then, LeMieux has been dedicated to providing the highest quality equestrian products at an affordable price, defined by unparalleled technical expertise. Early on, we saw a gap in the market for high-quality saddle pads that combined innovation, fit, and style. Our aim was to solve real performance issues while elevating everyday equestrian essentials.
2. What has been the biggest challenge in building or growing the brand so far?
The biggest challenge has been navigating the realities of international trade - Brexit, tariffs, shipping complexities, and wider global uncertainties. These factors have put real pressure on manufacturers and brands. But adaptability is key. At LeMieux, being nimble and open to new ways of doing business has been critical to our success. Challenges will always come, but the ability to evolve is what keeps us moving forward.
3. How has the sector landscape changed since you started, and how have you adapted?
Customer behaviour is changing fast. Online has grown in the equestrian sector, but it’s not just about transactions - it’s where customers discover products and engage with brands.
Media and influencers now shape how people explore what’s new. But physical retail and showground events remain just as important. We don’t have our own shops, so trade partners are vital. We see real value in destination retailing- getting people through the door to experience great products, strong marketing, and that personal connection. That’s where our focus will remain - helping retailers create those experiences and doing everything we can to drive traffic to physical retailers and online.
4. Where do you take inspiration from when developing new products or ranges?
Our inspiration comes from multiple sources: rider and partner feedback, our sponsored rider program, advancements in technical fabrics, and broader lifestyle and fashion trends. A key part of this process is staying closely connected to our community - speaking regularly with our trade partners and listening to the trends they’re seeing, as well as what their customers are asking for. This ongoing dialogue helps ensure we’re creating products that truly resonate. Ultimately, everything starts with the horse - comfort, fit, and welfare remain at the core of every design decision.
5. What does “success” look like for you as a brand?
Success is about more than growth - it’s about trust. When riders and retailers choose LeMieux because they know our products deliver on quality, performance, and style, that’s success. Long-term relationships with our community are what truly matter.
6. Can you share an example of how your products have made a difference for retailers, consumers or end users?
Our saddle pads are an excellent example. Designed with performance fabrics and seasonal colours, they’ve helped improve comfort for horses while offering retailers a strong, recognisable product with consistent demand. This is reinforced at the highest level of the sport, with seven Olympic teams choosing to use our products - not through paid sponsorships, but as a result of decisions made by federations and riders who trust the performance and quality. For riders, it’s about confidence - knowing their equipment supports their horse’s wellbeing.
7. What advice would you give to independent retailers choosing new products or suppliers in the current market?
Choose brands that offer consistency, strong support, and a clear identity. It’s important to work with brands who understand your customers and can provide both product innovation and reliable service. In a competitive market, trust and partnership are key.
8. How long have you been involved with BETA International, and what stands out to you about the show?
When Rob and Lisa first brought LeMieux to BETA, it was a vital platform to introduce a then-unknown brand to the trade. It played a big role in those early years of brand development. For the last couple of years, we have focused less on product, but more on strengthening our network and connections. There’s a lot of fresh, exciting things we can’t wait to share!
9. Why is exhibiting at BETA International important for your business specifically?
It’s an invaluable platform for showcasing new collections, strengthening relationships, and engaging directly with our retail network. It also allows us to gather immediate feedback and stay closely connected to the needs of the market.
10. What can visitors expect when they meet you at the event this year?
We’re excited to return with a much bigger showcase of new innovations and products for our trusted partners. There’s a lot of fresh, exciting things we can’t wait to share. Our team will be on hand to offer insights, answer questions, and discuss opportunities for the season ahead.
11. Looking ahead, what’s next for the brand beyond BETA International?
LeMieux are continuing to expand our product offering across horse and rider, with a strong emphasis on innovation, design, and global growth. Beyond BETA, our focus remains on delivering products that combine performance, quality, and style - while strengthening our relationships with riders and retailers worldwide.
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