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Y/ELM+ is a Swedish company building advanced safety and protection products for equestrian riders. It manufactures modular protective gear, including helmets and vests, through technology and material innovation. Their approach delivers high-performing, unobtrusive solutions, such as MIPS-equipped helmets, designed to elevate rider safety standards and enhance comfort.
Founded in Stockholm in 2021, Y/ELM+ originated from a lack of progressive safety options in equestrian sports. Co-founders Alexandra Berhe, an experienced rider, and Erik Liden, a product development expert from POC, recognized rider safety lagged behind other high-risk activities. This insight drove them to apply advanced protective concepts to riding gear.
Y/ELM+ serves equestrian riders seeking superior protection and comfort. The company’s vision redefines rider safety by setting new benchmarks for performance and design. It creates products meeting rigorous safety requirements, remaining comfortable and appealing, ultimately promoting a more confident, uninhibited riding experience.
Y/ELM+ has raised $450K across 1 funding round.
Y/ELM+ has raised $450K in total across 1 funding round.
Y/ELM+ has raised $450K across 1 funding round. Most recently, it raised $450K Seed in October 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Oct 1, 2022 | $450K Seed | — | Wellstreet | Announced |
Y/ELM+ has raised $450K in total across 1 funding round.
Y/ELM+'s investors include Wellstreet.
# Y/ELM+: Redefining Horse Riding Safety Through Technology
Y/ELM+ is a Swedish rider safety and protection brand that combines technology and material innovation to create next-generation equestrian safety products.[1][3] Founded in Stockholm in 2021, the company operates on a direct-to-consumer (D2C) model, targeting modern riders who prioritize both performance and protection.[1] Rather than a traditional technology company in the software sense, Y/ELM+ is a hardware and materials-focused innovator that applies cutting-edge design and engineering principles—borrowed from adjacent industries like snow sports and cycling—to solve safety challenges in horse riding.[1]
The company addresses a critical gap in the equestrian market: the lack of sleek, high-performing protective gear that appeals to contemporary riders. By combining modular designs with advanced materials and technology-enabled solutions, Y/ELM+ serves riders seeking enhanced protection without compromising on aesthetics or performance.[1]
Y/ELM+ was founded in 2021 by a team with deep expertise across safety apparel, e-commerce, and professional horsemanship.[1] Erik Lidén, co-founder and Chief Product Officer, brings substantial credibility to the venture, having previously worked at POC Sports—a leading Scandinavian safety equipment manufacturer—since its inception, where he developed expertise in helmets, eyewear, and body armor.[1] This background in snow sports and cycling safety directly informed Y/ELM+'s approach to equestrian protection.
The founding team also includes Alexander Hars, a seasoned serial entrepreneur with e-commerce expertise, and Ebba Danielsson, a professional riding star who brings industry credibility and insider knowledge.[1] This combination of technical safety expertise, business acumen, and sport-specific authority created a strong foundation for the brand's launch.
The company secured its first investment round before its planned Q4 2022 launch, raising 5,000,000 SEK led by VC firm Wellstreet, alongside investments from Hars and Danielsson.[1] This early validation from established Swedish investors signaled confidence in both the team and the market opportunity.
Y/ELM+ exemplifies a broader trend of safety innovation crossing industry boundaries. As consumer expectations for protective gear evolve—driven by advances in materials science and design thinking from tech-forward industries—traditional markets like equestrian sports are ripe for disruption. The company rides the wave of premium, performance-oriented consumer goods that combine functionality with aesthetic appeal, a model proven successful in cycling, skiing, and outdoor sports.
The timing is particularly favorable: younger generations entering equestrian sports expect gear that reflects contemporary design standards and incorporates modern safety science. Y/ELM+'s Swedish origin also positions it within Europe's strong tradition of safety innovation and design excellence, lending credibility in a market increasingly influenced by Scandinavian minimalism and engineering rigor.
By applying technology-driven safety principles to an underserved market, Y/ELM+ influences the broader ecosystem by demonstrating that traditional sports categories can be modernized through thoughtful product innovation and brand positioning.
Y/ELM+ is well-positioned to become the category leader in modern equestrian safety, assuming it can scale production and expand its product line beyond initial offerings. The company's strong founding team, early investor validation, and D2C model provide a solid foundation for growth. Future success will depend on market adoption among the target demographic—younger, affluent riders—and the ability to maintain brand momentum post-launch.
As equestrian sports continue to attract younger participants and safety standards evolve globally, Y/ELM+ could expand internationally and potentially influence industry-wide safety regulations. The company's approach—marrying cutting-edge materials science with modern design—may also inspire similar innovations in other traditional sports markets, establishing a template for how legacy industries can be revitalized through technology and thoughtful brand building.
