About Us

Criterion is more than just a brand — we are a full-scale manufacturer of high-quality equestrian and pet products, proudly based in the Midlands, UK. As a third-generation, family-owned business, our legacy is built on craftsmanship, innovation, and a passion for excellence.

With in-house leather tanneries and modern production facilities in India and China, we have full control over our supply chain — ensuring every item we offer reflects our commitment to quality, durability, and timeless design.

Our collection includes:

Premium equestrian gear designed for performance and elegance

Stylish and comfortable dog clothing and accessories

Handcrafted leather goods such as belts, bags, and more

One of our flagship products is the Apex — a versatile saddle model that’s redefining how riders train, perform, and care for their horses.

We proudly serve both B2C customers and B2B clients, offering:

Direct-to-consumer sales through our online store

Bulk and customised orders for businesses, retailers, and institutions

Opportunities for resellers and stockists to partner with us and carry the Criterion range

Our central Northampton warehouse allows us to efficiently ship across the UK and internationally. Whether you're a rider, a pet owner, a boutique retailer, or a large distributor, our dedicated team is here to provide tailored service and support.

Criterion is where British heritage meets modern manufacturing. Discover our commitment to craftsmanship, and join us in delivering quality without compromise.