Welcome to the Redpost Story

In the early 1990s, after many successful years on the showjumping circuit and running a busy livery yard in Surrey, England, John and Louise Tuff began to think about what came next. Horses had always been their passion, but life on the road was demanding and increasingly, something had to change.

With the arrival of their first son, Ben, and the growing success of John's teenage son Justin Tuff on the circuit, John stepped back from competition. That chapter started with a simple opportunity: a small feed store on a plot of land in Devon. The vision was modest — move to the countryside, serve the local equestrian community, and build a life around horses in a different way. What happened next went far beyond what anyone had planned.

Shortly after purchasing the land, the existing tenant closed their feed business. In the summer of 1992, Redpost Feeds was born. In the early days, keeping things going took everything the family had. John travelled back to Surrey to teach, while Louise ran the feed store with toddler Ben and their loyal German Shepherd Dog, Josh, by her side.

"Bootstrapping" barely does it justice. The family lived onsite, and the shop was built DIY-style using whatever materials they could find. Resources were limited, but determination wasn't.

In 1995, Ben's brother Mikey was born, and Redpost continued to grow, slowly but steadily. The business began expanding beyond feed, introducing its first pairs of jodhpurs, and over time adding clothing and tack from brands such as Ariat and Pikeur. The shop evolved organically — extended room by room, each addition built with whatever materials could be sourced. No two walls quite matched.

In 2003, Redpost Feeds became Redpost Equestrian Ltd, reflecting a broader vision: a true one-stop destination for equestrians. By 2006, the team had grown to around six people, and strong community ties were recognised when Redpost was named BETA Feed Merchant of the Year.

Ben began working at Redpost on weekends while still in school, starting on the shop floor and helping with local feed deliveries before joining full-time after completing his A-levels. Alongside his future wife Claire, he returned with a clear vision for what Redpost could become.

John and Louise had built a much-loved local business — but Ben and Claire saw something more: an opportunity to grow, evolve, and take Redpost into its next chapter.

In 2011, the digital world was still in its early days for businesses like Redpost. Building an online store wasn't as simple as a few clicks, and professional web development came at a cost far beyond what Redpost could afford. Despite some hesitation, Ben took a leap of faith and invested his own savings in a more affordable development route.

The result was Redpost's first website — simple by today's standards and updated manually each day, but it marked a turning point. For the first time, Redpost had a digital presence and the path towards a new kind of growth had begun.

It was far from an overnight success. Throughout 2011, Ben spent his days listing products online between packing orders himself and making trips to the local post office — at first, just a handful of parcels each week. As demand slowly grew, so did the queue. To keep things moving, Redpost transitioned to scheduled courier collections instead.

By the end of 2012, with the website gaining real momentum, the business moved to a new web provider — one we still use today. From there, the modern Redpost online experience truly began to take shape.

We spent seven years in a converted stable, steadily honing our craft: improving customer service, expanding product ranges, and continually refining the online experience. While Ben focused on digital and marketing, Louise and Claire led buying, retail, and equestrian expertise. John, meanwhile, never really retired — officially "keeping an eye on things" and occasionally being a nuisance (though every now and then, he still had a good idea between jokes).

By 2019, every part of the business had outgrown its surroundings. Shop, office, warehouse, and packing all pressed against their limits. That year, we finally moved into a purpose-built space designed to reflect what Redpost had become.

Just before 2020, we moved our warehouse and office into a new purpose-built facility. The shop — our original "Aladdin's Cave," filled with memories and at the heart of Redpost since 1992 — followed in April 2021. While bittersweet, the new space allowed us to accelerate forward. For the first time, the office had windows. The warehouse and packing areas became far more efficient, and the shop and café offered a more elevated experience for customers visiting in person.

We also welcomed the brilliant This Esme to our Redpost store for the first time, with hundreds of customers joining us for a meet-and-greet — the beginning of a fantastic partnership that continues to this day.

2022 marked a major milestone as Redpost celebrated its 30th year in business. With Ben and Claire continuing to lead the way, the brand range expanded further, welcoming standout names including LeMieux, Kentucky, Holland Cooper, and DeNiro. It was also a landmark year for partnerships, as we began sponsoring the Foxhunter Final at the Horse of the Year Show for the first time. We also welcomed social media sensation Harlow to our store for a special influencer event.

Horses have always been at the heart of Redpost, and our support for riders and events has continued to grow. In 2023, we stepped into eventing with the sponsorship of the Bicton Arena 90cm and 100cm Long Format Event, where 200 riders competed for a place at the Badminton Grass Roots Final. That same year also saw the launch of Redpost Supplements, Hobby Horse Jumps, and an expanding range of Redpost Adapt clothing.

To better support our growing U.S. audience, Redpost launched a dedicated website tailored specifically for American customers. Our goal has always been to support equestrians wherever they are, and this new platform helps ensure our U.S. community can shop the right products with clear, straightforward pricing and a seamless experience.