LeMieux, Britain’s fastest-growing premium equestrian brand, has announced a strong peak trading performance over the 10-week Christmas period, delivering £14.9m in net sales, up +5% year-on-year, significantly outperforming the wider UK retail market despite a highly competitive global trading environment.
Growth was driven by continued momentum across Direct-to-Consumer (DTC) channels and international markets. DTC, encompassing owned ecommerce and marketplaces, delivered +14% year-on-year growth, reinforcing LeMieux’s position as a digitally led global brand with strong customer engagement.
Owned ecommerce delivered a particularly strong performance, supported by continued investment in digital experience and customer retention. The brand’s first-ever mobile app, launched during the peak period, reached 55,000 downloads and accounted for 20% of owned ecommerce revenue, highlighting the strength of LeMieux’s community-led digital strategy.
Performance was strong across a wide range of product categories. Womenswear and Young Rider clothing delivered standout growth, reflecting increased demand for premium, technical apparel. The horse rugs category continued to perform strongly, whilst the Footwear market entry supported incremental sales growth and increased brand reach.
Internationally, North America was a standout, growing +19% year-on-year, following the successful transition to a local fulfilment model. Orders now ship directly from Atlanta, Georgia, materially improving delivery times and customer experience and supporting accelerated growth in one of the brand’s most strategic markets.
Dan Mahoney, Chief Executive Officer of LeMieux, said: “This peak trading performance reflects the resilience of the LeMieux brand and demonstrates the effectiveness of our multi-channel brand model as we develop internationally. We continue to see strong demand across our core product categories, supported by disciplined execution and growing brand relevance globally.”
Brand momentum during the period was further supported by a conscious collaboration with fashion designer Stella McCartney, underscoring LeMieux’s growing relevance beyond the equestrian sector.
