The Value of Authentic Design in a Saturated Market

In recent years, the equestrian market has become increasingly saturated with products that, while marketed as “innovative” or “unique,” are often sourced from generic wholesale platforms. A different print here, a logo there, and suddenly it’s presented as something brand new. It’s a trend that’s hard to ignore.

As designers and genuine product developers, our passion lies in the process from concept to creation. We believe in celebrating the makers, the thinkers, and the developers who spend months (if not years) creating something truly original. There are incredible female founders and creators in this industry who are doing just that, and their efforts absolutely deserve to be recognised, rewarded, and supported.

That said, we also understand that you can’t reinvent the third wheel but you can enhance it. You can design around it, rethink it, and build your own concept from it. And that’s where creativity truly shines.

We also appreciate that not every item requires deep innovation. Accessories like hats, bags, or vests don’t always need to be reinvented after all, why fix something that isn’t broken? We ourselves are often buyers rather than developers when it comes to those kinds of sideline products. But when it comes to core products the pieces that represent your brand, that make up your identity this is where we believe the work must be done.

Your core products are your legacy. They’re what set you apart. Take the time to refine them. Study how each piece can function better. Measure out every seam, every panel. Create templates, fit tests, and base averages that reflect your vision. These details matter and your customers notice them, even if subconsciously.

Alternatively, if your model is based on buying stock core products and relabelling them, that’s entirely your call. Just be honest about it. Own your model. Build a brand around accessibility, curation, or affordability rather than innovation. Because the consumer is not naïve they value integrity and transparency, even more so from long-standing brands. The moment your story doesn’t align with your product, trust begins to fade.

We’ve experienced firsthand how unique ideas and design elements we’ve developed from scratch are eventually replicated and listed as stock pieces in catalogues. Seeing features we painstakingly created like our Flexitabz (designed back in 2018) copied by European brands from 2020 onwards, can be tough. Even more so when these copies are widely supported, often unknowingly, by customers in the UK. Another example includes our 4-loop bib system, a thoughtful and functional design that was later monopolised by a much larger brand.

Do we dwell on this? No. We focus forward. Our team continues to innovate, working on designs from the ground up, knowing that originality will always carve out its own space. But there are moments when you’re surrounded by waves of replication where you pause and think, “Wow.” Especially when you come across multiple suggested brands in a single week all selling the same pair of leggings or saddle pads with slightly different logos, claiming originality.

To the genuine developers and creatives out there: please keep going. Your work truly matters. You’re shaping the industry in a way that deserves recognition. And to new brands entering the space yes, we want you to succeed. We genuinely do. But please consider building your collections with intention and originality. Stock buying may seem like a quick win, but it rarely leads to long-term brand identity or customer loyalty. Consumers are more informed and aware than ever they’re looking beyond the logo. They want products that come with purpose, story, and substance.

Yes, designing from scratch is time-consuming. It’s costly. It involves a lot of trial and error. But one product l just one truly original product can become your hero piece. Your brand defining moment. A legacy item you’re proud of. It might even become licensable, or the foundation of a whole new category.

In summary: the market doesn’t need more replication. It needs more authenticity, more creativity, and more brands who are bold enough to step away from the templates and into their own design lane. Your customer is not just buying a product they’re investing in a story. Make it a story worth telling.

We want to see you smash it. Bring us your new ideas, your clever solutions, your unexpected concepts. The industry is ready and so are your future customers.

With respect,

Stacey & the Team at HH Unique Equestrian