Haygain Limited
(In Administration)

Offer Deadline:


Acquisition Opportunity

Hilco is seeking offers to acquire the intellectual property, tooling and stock assets of Haygain Limited (In Administration) (“Haygain” or the “Company”) on behalf of the Joint Administrators of the Company, David Taylor and Paul Ellison of KRE Corporate Recovery Limited.


A leading brand in the global equine health market, Haygain has dedicated itself to advancing equine welfare through science-backed, patented products. The Company distinguished itself as one of the only equine health businesses with direct-to-consumer channels in the largest equine markets worldwide. It is the recipient of an impressive number of champion endorsements and the go-to partner for many of the most reputable research and development organisations in the space.

Haygain’s journey began with a commitment to improving the lives of horses through research-driven products. The Haygain Hay Steamer stands out as a revolutionary solution, scientifically proven to eliminate up to 99% of dust, bacteria, fungi, and mould found in hay, directly addressing the health issues these pathogens can cause. This product supports respiratory and digestive health and increases hay’s moisture content threefold, enhancing hydration and palatability for horses. Its benefits extend to improving skin conditions and overall performance, making it an indispensable tool for horse owners and professionals worldwide. The Forager Slow Feeder, another cornerstone product, revolutionises horse feeding by mimicking natural grazing patterns. The feeder is designed to extend meal times, encourage a lowered head position for optimal respiratory health, and reduce forage waste, underpinning Haygain’s philosophy of aligning modern horse management practices with nature’s intent.

Haygain has positioned itself at the forefront of its industry. The Company’s innovative product range, including its patented hay steamer ranges (the only products scientifically proven to reduce harmful pathogens in hay with such effectiveness), along with the Forager Slow Feeder, are examples of the Company’s innovations and dominance in equine health space. Supported by robust scientific research in partnership with leading academic institutions, garnering endorsements from veterinarians and professional riders globally and Haygain’s extensive global market reach through its direct-to-consumer sales model, acquiring the Haygain assets offers substantial opportunities for further market expansion and penetration and underscores the brand’s significant potential for future development within the equine health sector.

This acquisition opportunity invites parties to take the reins of a well-established, innovative brand with a solid market presence and a suite of products that have set new standards in equine health. Haygain’s commitment to improving the welfare of horses through science-backed solutions presents a lucrative prospect for affirming the Company’s position in its current markets, expanding into new markets and further developing its product lines.

Available Assets

The Haygain Brand

The Haygain brand is synonymous with innovation and excellence in the equine health sector, boasting a solid market presence and a loyal customer base that spans the globe. With its inception rooted in scientific research and development, Haygain has dedicated itself to improving the health and performance of horses through its patented hay steaming technology and the Forager Slow Feeder, establishing a new standard in equine care.

Renowned for its commitment to quality and effectiveness, Haygain’s products have garnered attention and high praise from key organisations, riders, and veterinarians worldwide. The brand’s strength is evidenced by its widespread international reach and backing from prestigious equine organisations, reflecting its status as a leader in the industry. Partnerships with leading scientists and R&D organisations have solidified Haygain’s reputation for delivering products that truly make a difference in the lives of horses and their owners.

Over the years, Haygain has received significant press coverage, highlighting its contributions to equine health and wellness. The brand’s influence extends beyond the market, with endorsements from celebrated riders and professionals who trust and advocate for using Haygain’s products. This widespread recognition is a testament to the brand’s impact on the equine community, illustrating its role in advancing equine health practices. The brand’s success is built on scientific excellence and a deep understanding of the needs of horses and their owners, setting it apart as a trusted name in equine health.

With a history of innovation and a future focused on expanding its offerings and reach, acquiring the Haygain brand represents an excellent opportunity for those looking to enter the equine health industry or bolster their position in the market with a trusted and respected name.

Trade Marks

The Company boasts a comprehensive portfolio of registered trade marks, solidifying its brand presence in the equine health market, covering the “Haygain” brand name and the “Hay Game” and “Up Your Hay Game” tag lines internationally. The Company also holds several pending international trade mark applications.

Full details on the Company’s trade marks are available via a virtual data room.


The Company’s suite of granted patents and applications protects its proprietary methods and apparatuses for treating fodder with steam techniques and steam-treating plant fibres, reflecting Haygain’s pioneering approach to enhancing equine nutrition and health.

Full details on the Company’s patents are available via a virtual data room.

Domain Names, Websites Content & Social Media Accounts

An extensive portfolio of Haygain-branded and equine-related domain names, websites and social media accounts is available to acquire.

Full details on the Company’s domain names, websites and social media accounts are available via a virtual data room.

E-Commerce Platforms (Shopify Stores)

The Company’s Haygain-branded, formerly revenue-generating e-commerce Shopify stores are available to acquire. These stores hold valuable data and analytics and offer a direct route to revenue for an acquirer.

Full details on the Company’s Shopify stores are available via a virtual data room.

Customer Data

The Company’s c. 37.7k former customers database, including names and contact details collected through its Shopify stores, is available to acquire.

Marketing Data

Also available is a database containing names and contact details of about c. 12.3k individuals from the Company’s marketing efforts, stored within Klaviyo.


Tooling is also available to acquire.

Details on the tooling are available via a virtual data room.


Finished Haygain products/stock may also be available for acquisition.

*Please be advised that the portfolio offered in this sale includes assets belonging to the Dutch Haygain entities and is marketed in collaboration with the Curator of these entities.

Sale Process

All expressions of interest and bids are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room of further information on signing a confidentiality agreement.  

Key Terms and Conditions

The Joint Administrators act as agents of the Company and without personal liability. 

The bidder acknowledges that Hilco acts as an agent for the Joint Administrators who offer for sale only what right, title and interest (if any) the Company possesses in the assets. Such sale will be without any warranties, expressed or implied. The information provided has not been verified by Hilco or the Joint Administrators and bidders are deemed to have carried out their own due diligence. 

VAT, if applicable, at 20% will be added to the price. A non-refundable deposit of 20% will be payable by the buyer within 48 hours of bid acceptance. A buyer’s premium of 10% of the sale price is payable by the winning bidder. Legal completion to occur within 5 business days of bid acceptance. Hilco’s full Terms and Conditions apply.  


Alexander Muir

Associate Director

Manchester Office

+44 (0) 7593 562917