An Interview with Pietro Mascheroni: tradition, quality, and innovation in the service of equestrianism

Mascheroni Selleria: over 100 years of craftsmanship and vision in the equestrian world

Horseshowjumping.tv had the pleasure of speaking with Pietro Mascheroni, owner of Mascheroni Selleria, a brand that has stood for excellence in the equestrian world for over a hundred years. In this conversation, we discussed values, goals, daily challenges, and an entrepreneurial vision that blends deep-rooted tradition with a constant drive for innovation.

“A great responsibility, but also a privilege”

With a history that stretches back over 120 years, Mascheroni Selleria has evolved while remaining firmly grounded in the principles that made it a benchmark in the industry.

“Thank you for this opportunity: it’s always a pleasure to connect through modern channels that help us share our story. I represent a company that has been around since 1898, which means taking on the daily responsibility of carrying forward a business built on deep, enduring values. That’s the most inspiring challenge: I didn’t create the prestige of Mascheroni Selleria, but I have the honor of safeguarding it — and helping it grow.

Our real goal is to unite tradition and innovation — two forces that inspire and drive me every single day. Our world is the world of saddlery, and our mission is to offer real support to both professionals and amateurs. That means truly understanding what it takes to ride at your best, to care for a horse properly, and to support it through every phase of training and recovery.

We’re here to serve those who live this discipline with passion and precision. And walking alongside them, day after day, is a big responsibility… but also a great privilege.”

When it comes to values, Pietro emphasizes how important it is to be a trusted reference point for those involved in equestrian sports.

“Our mission is to help riders and enthusiasts experience this sport in the best possible way — by taking care of the horse, its well-being, and its training. That means offering truly effective and safe tools and products that support every aspect of equestrian activity.”

Product excellence as a daily commitment: from partner brands to the Mascheroni Selleria

At Mascheroni Selleria, quality is more than just a buzzword — it’s a guiding principle. Pietro explains how, now more than ever, offering excellent products means pairing traditional craftsmanship with attentive service and a careful selection of top European brands. He also proudly shares a special project bearing his personal touch: the Mascheroni Selleria.

“For us, quality is a cornerstone — especially in terms of service and professionalism. We live in an age where everything is accessible, at any price, at any time. But speed doesn’t always mean quality.

Our challenge is to select the best European products. We work with companies from the UK, France, the Netherlands, Germany, and Belgium, building strong, long-term partnerships. Recently, we introduced the Kentucky Horsewear and Dyon brands — two that we strongly believe in.

This commitment is reflected in our four stores: in Giussano, Ornago, Gorla Minore (within the Equieffe Equestrian Centre, where we’ve been since day one), and our newest location in Appiano Gentile.

As for the Mascheroni Selleria, it’s a project I care deeply about, as I’ve followed it personally since its inception. We’ve been working for 8–9 years on a highly technical product designed primarily for show jumping. We’ve developed four models, each with unique fits and structures tailored to meet the specific needs of every rider.

The most popular models are the MA01 and MA02, designed for professionals — saddles that combine top-tier comfort, function, and design.”

A strong local presence: the power of the Mascheroni Selleria network

Having a retail store inside a premier equestrian center like Equieffe in Gorla Minore is more than a strategic choice — it reflects a business philosophy focused on close contact with riders and horses. Pietro shares how their local presence, paired with digital development, is key to providing complete service and building lasting customer relationships.

“We’ve been present in Gorla Minore for about 11 years, practically since this incredible center was created by Emanuele Fiorelli. In recent years it has grown tremendously, becoming a reference point for national and international competitions — including prestigious events like the EEF Series.

The Mascheroni shop inside Equieffe grew along with the center. What began as a small setup has become a fully-fledged store carrying nearly our entire product range.

This store is part of our network, which also includes our flagship store in Giussano, the shop in Ornago, and the newest one in Appiano Gentile. Together, they form the first Italian retail chain specialized in equestrian gear, supported by a rapidly expanding e-commerce channel: www.mascheroniselleria.com.

This integrated approach allows us to offer a true omnichannel experience: we support our clients wherever they are — at home, at shows, online, or in-store.

We also launched a very efficient WhatsApp service for quick responses and personalized support, maintaining constant, direct communication.

Today, Mascheroni Selleria is much more than a supplier — it’s a reliable partner, always present, offering technical and human support to those who live equestrianism with passion, whether professionally or recreationally. That’s what quality means today: being there, every day, from one Monday to the next.”

Personalization, continuity, and expertise: the added value of Mascheroni Selleria

In a fast-changing market, Mascheroni Selleria stands out for its attention to detail, direct customer relationships, and a long-standing presence grounded in over a century of history. This legacy is now also expressed through tailor-made services and high-level consulting.

“We’ve developed a complete customization service. That means we can personalize everything — clothing, blankets, saddle pads, accessories — with stable logos, horse names, or owner initials. It’s meticulous work, performed with the same care and attention we dedicate to our technical products..

But what makes us truly proud is the lasting presence Mascheroni Selleria has built over time. In a world where many businesses come and go, we have 125 years behind us. That’s more than just a number — it represents a commitment and a guarantee of reliability for our customers. — it’s a commitment and a guarantee of reliability for our customers.

Being a true point of reference means not just selling, but providing expert advice and truly effective, personalized solutions. This is made possible by our experience and the deep expertise we’ve developed over time.

Personally, I study and stay informed every day, maintaining an ongoing dialogue with professional riders and industry experts. This constant exchange helps us select and offer the most innovative and effective products, always with the goal of ensuring the horse’s well-being and freedom of movement. Because equestrian sport demands skill, precision, and passion,” concludes Pietro Mascheroni.

Mascheroni Selleria: 30 years of innovation in fashion, sportswear, and saddlery

Mascheroni Selleria isn’t just a leader in high-level equestrian gear — it has also become a reference point in fashion and sportswear, offering a range that blends elegance and functionality to satisfy a diverse and quality-conscious clientele.

“Over the past 30 years, we’ve built a network of fashion and sportswear shops that are a key part of our evolution. Our new 1,500-square-meter store in Appiano Gentile perfectly embodies this dual identity — a place that combines sport and fashion while staying true to our heritage in saddlery and equestrian tradition.” (Read more: Mascheroni inaugurates new concept store)

Here today, as we were yesterday, supporting the riders of tomorrow

With a vision increasingly focused on providing a complete, 360-degree service, the company is dedicated not only to offering high-quality products, but also to constantly improving customer support—ensuring ongoing assistance for those working in this field.

“Our main focus today is to continually enhance the support we provide to customers, stables, and professionals who have made equestrianism their full-time career. While enthusiasts are numerous, it’s equally important to serve the stables and owners who invest in long-term development programs. Being a supplier to such high-level stables is a real source of pride for us—a true feather in our cap.”

With a rich heritage, Mascheroni Selleria stands today as a solid, ever-growing business.

“Our 125-year history is our greatest asset. We wouldn’t still be here if we hadn’t evolved while staying true to ourselves. And that’s the message we want to share,” concludes Pietro Mascheroni—highlighting the value of a commitment that unites tradition with vision for the future.

Retail Locations

• Mascheroni Selleria – Giussano (MB) VIA GABRIO PIOLA 15 
• Mascheroni Selleria – Gorla Minore (VA) – VIA A. MANZONI 197 
• Mascheroni Selleria – Ornago (MB) – VIA GIULIO BANFI 4 
• Mascheroni Selleria – Appiano Gentile (CO) – VIA OTTO MARZO 6 

• Mascheroni Moda | Giussano (MB) Via Gabrio Piola, 23
• Mascheroni Sportswear | Giussano (MB) Via Prealpi, 28

Phone number Personal Shopper +39 342 823 89 62 

E-mail address SELLERIA@MASCHERONISELLERIA.COM

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