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Spend less. Ride more.

Amiko & Friends is a new membership based online store
that lets you save 50-80% on quality riding gear.

amiko & Friends

Say goodbye to overpriced gear

Why do high-quality riding products come with a high price tag when they only cost a fraction to make? We’ve set out to revolutionize equestrian sport by creating a paid membership based online store. By removing all markups and selling directly to you, we can deliver top quality riding gear at the price it actually costs to make.

Unmatched Membership

Serious Value

Save 50-80% compared to traditional retail on all your purchases.


Support a more responsible and transparent shopping experience.

Premium Products

Gain access to our collection of high quality riding essentials at cost price.

Refined Design

Discover designs that seamlessly blend functionality, simplicity and style.

How it works

1. Become a member

Save 50-80% compared to traditional retail on all your purchases.

2. Get full access

Contribute to a more responsible and transparent model.

3. Save 50-80%

Get access to our assortment of premium-quality life essentials at cost price.

How it started

Meet our founder

Meet Ina Forssén, the Co-Founder and CEO of Amiko & Friends. With a lifetime of experience working, competing, and riding horses, Ina understands the needs and wants of riders. Her passion for horses and commitment to affordability and transparency led her to create Amiko & Friends. So that more people can get to enjoy equestrian sports!











Products made everyone

Amiko Market is founded on the belief that everyone should have the opportunity to experience the joy of riding horses. Whether age, gender, size or shape, we’ve got everything you need to feel confident and comfortable on horseback.


Obsessed with these breeches! I’ve had many different brands and types of breeches in the past and these from Pomme are by far the most comfortable and nicest looking I’ve found.

– Isabella L


What our
customers say

Don’t just take our word for it.