Adamsbro Equestrian

Adamsbro Equestrian entered the market in 2019 with luxury design products inspired by the equestrian lifestyle. Cushions, scarves, wallpaper, clothing, and interior accessories – their collection is full of beautifully crafted items. What’s special is that all the products are designed by owner Lotte Sandquist herself. The name Adamsbro comes from the name of the farm where Lotte and her husband Stefan live, in the west of Sweden. Their two dressage and two show jumping horses live on-site as well. Although they no longer ride due to time constraints, both were actively involved in the sport in the past.

IKEA and Hermès
Stefan: “This will be our third time in Rotterdam. We debuted at the 2019 European Championships, returned last year, and are excited to be back. The idea for our company had been simmering for years, and we started from scratch – very small. We saw a large gap between IKEA and Hermès, and since my wife Lotte is a designer, our concept was born. Many of our products are made in Europe and we manage everything ourselves.”

A Lifestyle Brand
“We do around 25 events per year around the world, mostly equestrian shows. We love the Netherlands – it’s one of our biggest markets, although Germany is also high on the list. We’ve noticed that people in the Netherlands are passionate about design and home decor, which aligns perfectly with our brand. We don’t have a physical store – our products are available online and at events only. That’s how we prefer to showcase our collection – you meet different people at every event, so your potential customer base is much broader than with a permanent location. We aim to create a lifestyle brand, with timeless, high-quality pieces that can be combined effortlessly and bring people joy.”

Dutch Favourites
“Why CHIO Rotterdam? Because it’s a great event in the Netherlands, and we’ve had wonderful experiences with your people at other shows. Lone and Kyra from V2 Facility, for example, and we really appreciate your president Caroline Lavooij. We’ve met her several times and she’s even purchased a few items from us. We’re not allowed to mention names, but let’s just say we’ve even had clients from royal circles.”

“Rotterdam and Wiesbaden are my favourite shows. Both are outdoor events, which is funny since our products are actually more suited for indoor fairs. Then again, one of our other best outdoor events ever was St. Tropez, although it was 30 degrees there! CHIO Rotterdam has a special charm – close to the city, yet in the woods, and with a fantastic atmosphere. There’s a good balance between business visitors and general public. People come for the sport, but also to enjoy a great day out – that fits our brand perfectly. My wife and I are true equestrian lovers, but due to our busy schedule, we rarely get to watch a class. Which, in a way, is a good sign. We haven’t even had time to explore the city of Rotterdam – it’s build-up, work the show, tear down, and move on to the next one. That said, I’m a big fan of Dutch sport horse breeding. One of my favourite stallions, though now passed, was Nimmerdor.”

See You at Our Stand
“Yes, it’s a positive story – but that’s what Adamsbro Equestrian is all about,” Stefan laughs. “Although, there’s one thing – I asked my wife seven years ago to start designing products for men, but she still refuses! My favourite product regardless? Our cushions – I think they’re stunning. I also love the ladies’ ponchos – the fabric quality is just amazing. Your Caroline bought one and it looks fantastic on her. I look forward to seeing everyone next month – visitors, organisers, riders – come visit our stand and see for yourself that I wasn’t exaggerating!”