01 / 04
Brand creation · Riding boots
NOOH NOOH
Co-founded and developed a sustainable vegan riding boot brand, from concept and design through sourcing and production.
Equestrian business partner
From vision to market.
Schönbäck Studio builds equestrian businesses from first idea to finished product. Brand, design, sourcing, production and logistics — one complete solution.
Your brand, your products, your market — one complete solution.
The journey
Every step, managed by one partner.
01
Brand
Positioning, story and identity that set the foundation.
02
Business
Strategy, pricing and market planning built for growth.
03
Design
Product concepts and collections shaped by equestrian expertise.
04
Assortment
Curated ranges that align with your brand and customer.
05
Sourcing
World-class manufacturers across Asia and Europe, matched to each project.
06
Production
End-to-end management from sample to finished goods.
07
Logistics
Coordinated delivery so products arrive where they need to be.
08
Market
Launch support that turns vision into market presence.
About the studio
Built on experience, delivered through partnership.
Schönbäck Studio is founded and led by Pernilla Schönbäck, bringing together extensive experience in design, brand development and product creation with a trusted international production network.
We collaborate with world-class partners and carefully selected manufacturers across Asia and Europe, sourcing the right expertise and production capabilities for each project. Our expertise in brand development, design, sourcing, production and logistics is built into the products we deliver.
One experienced partner. One streamlined process. From vision to market.
Our founder
15+ years across entrepreneurship, design-lead, and consultancy roles in fashion and equestrian.
Co-founded two equestrian brands — NOOH NOOH (sustainable vegan riding boots) and The Equemist (advanced anatomical bridles and leather tack), leading design, product development, pricing, production, and sponsored-rider collaborations.
Head of Assortment & Design at PS of Sweden — part of the management team — defining the company’s vision and product direction, building its first core carry-over apparel collection, and developing the anatomical bridle range.
Ran Schönbäck Design, an independent design and production consultancy — including MQ Marquet.
Earlier career as Design Manager for Swedish brands and retailers including Åhléns and The Shirt Factory.
BA in Fashion Design, with further studies in design management, brand building and innovation management.
Why one partner
No gaps. No fragmented teams. Just results.
Strategic clarity
Every decision is made with the full journey in mind, from brand positioning to market launch.
Curated network
Access to manufacturers and specialists matched precisely to your product and quality standards.
Streamlined communication
One point of contact keeps timelines, quality and budgets aligned across every phase.
Equestrian expertise
Deep understanding of the equestrian market ensures products that resonate with riders and retailers.
Selected work
Cases
01 / 05
Brand creation · Anatomical tack
The Equemist
Co-founded and developed an equestrian brand focused on anatomical bridles, combining technical product development with a distinctive identity.
01 / 10
Assortment & design leadership
PS of Sweden
Led product direction and design strategy, including the first core apparel collection and development of the anatomical bridle range.
01 / 09
Design management · Fashion
The Shirt Factory
Design management and collection development across women’s and men’s shirting, from statement prints to refined essentials.
01 / 06
Design management · Retail
Åhléns & Wera
Design management with seasonal directions, assortment building and campaign imagery. Part of the Women’s Wear management group and Åhléns/Axstores Sustainable Steering Group.
01 / 05
Design consultancy · Contemporary soft sports
MQ Marquet
Brand development, design, product development and production of a contemporary soft sports collection, from initial sketches to finished garments.
Insights
Where does your brand really sit in the market – and is that where you want it to be?
We’ve been mapping the Scandinavian equestrian market, looking at brands through the lens of price, positioning, product offer and brand perception.
It’s an interesting exercise. Because price alone doesn’t define premium – and a large assortment doesn’t necessarily make a strong one.
Our work within the equestrian industry sits at the intersection of brand building, assortment strategy and product development. Understanding the competitive landscape makes it possible to identify gaps, define a meaningful position and build an assortment that supports it.
Knowing what to develop is just as important as knowing how to develop it.
And perhaps most importantly: an assortment should be the physical expression of the brand strategy.
What are your thoughts? Where do you see the strongest positions – or the biggest gaps – in the Scandinavian equestrian market today?
Get in touch
Ready to bring your vision to market?
Tell us where you are in the journey. We will help you take the next step with clarity and confidence.
Schönbäck Studio AB
ORG NO. 559594-7549
Stockholm, Sweden — working internationally
Start a conversation