devoucoux.com
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Devoucoux: The $10M French Saddle Empire
How a niche equestrian brand leverages digital to sell premium craftsmanship
In a world of mass-produced tack, Devoucoux stands as a fortress of French craftsmanship, turning a $10.8M revenue stream from selling custom saddles into a digital experience that feels surprisingly analog. Yet their 14K monthly visitors tell a story of a brand struggling to capture the global market they serve.
"Devoucoux proves that in premium equestrian equipment, brand legacy outweighs digital conversion optimization."
The International Client Paradox
With 77 employees generating $10.8M, Devoucoux operates at ~$140K revenue per employee—a healthy metric for a manufacturing brand. However, their traffic data reveals a glaring blind spot: 'undefined' countries dominate 42.3% of traffic, suggesting their analytics are failing to capture crucial geographic insights. For a brand shipping custom saddles globally, this opacity is a strategic liability.
Search Dominance vs. Brand Discovery
Their top keywords reveal a captive audience: 'devaucoux' (270 volume) and 'devoucoux' (170 volume) show strong brand recognition, but 'selle d'occasion cheval' (100 volume) suggests they're competing in the used market. With only 14K monthly visits, they're barely scratching the surface of the global equestrian market, which values their French craftsmanship at premium prices.
The tech stack tells a story of a brand caught between legacy and modernity. They use jQuery and Bootstrap alongside Tailwind CSS and GSAP—indicating a hybrid approach where marketing sites evolve separately from core systems. The presence of Zendesk and Hotjar shows they're listening to customers, but that 2.1/5 Trustpilot rating from just 11 reviews suggests they're not acting on the feedback fast enough.
- Custom saddle craftsmanship with French heritage
- Digital presence that lags behind brand reputation
- Strong organic search foundation (47%) but poor conversion
- International reach hampered by analytics gaps
- Premium pricing strategy with minimal online competition
The Untapped Digital Saddle Empire
With 77 employees and $10.8M revenue, Devoucoux has the craftsmanship but needs to invest in digital infrastructure to capture the global equestrian market they already serve.
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Devoucoux Sellier, custom-made saddles. Made in France. - Devoucoux
Looking for a saddle for your horse? The Devoucoux Sellier website presents our range of new custom-made and used saddles.
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Devoucoux Sellier USA
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Reviews (6)
Awful waited weeks for my bridle it’s…
Awful waited weeks for my bridle it’s embarrassing as I’m using someone else’s I have been strung along for weeks lied to avoid very unpleasant experience I’m so disappointed as now have half my tack Devacoux and no bridle disaster and no refund yet either
Worst customer service ever
Worst customer service ever. My sales rep did not properly fit my horse. When I tried to have the saddle adjusted they did not respond to any inquiries. They should not be in business.
Signed up for a lease
Signed up for a lease. Cancelled within a month, they said it would take 4. They won’t even send back my refundable security deposit. Blocked my number and will not return emails. The one time he did answer my call to tell me I couldn’t even get my security deposits back, the sales director told me it was unfair that I would keep everyone I know from making the same mistake I did.
Do not do business with Devoucoux
Do not do business with Devoucoux In 2018, I bought a chiberta lab saddle from Devoucoux, in early 2021 I noticed a change and had the saddle checked by their local rep. I was informed that the tree was possibly broken. The only way to confirm this was to send it back to Devoucoux to have their repair shop open the saddle and physically check the tree. I was also told that there was a warranty on the tree, and we were still inside that warranty. The saddle went to Devoucoux's repair shop and I was informed that the tree was indeed broken and was being replaced. I received the saddle back, had their rep out shortly after and was told the saddle was good. Then this spring I noticed the same issues as I had in 2021. I immediately contacted the local Devoucoux rep, Candice. Candice and her supervisor Charlie came out to check the saddle. They informed me that the tree was indeed broken again. When I informed them that the tree was only 2 years old and the 2nd tree that has been put in this saddle, they told me that the tree actually had not been replaced 2 years ago. Instead of replacing a broken tree the company did a "reconditiong". From my understanding, there is no way to do a reconditioning of this type of tree. Devoucoux instead did a patch of the tree, which did not fix the problem. It only covered it up, and now that the patch has broken. I have been trying for over 60 days to get any type of response for resolution from Devoucoux. Their tactic is to just ignore my emails and phone calls and hope that I go away. I have tried contacting Candice (local rep), Charlie (sales manager), and Jerome (VP of sales). None of them have offered to help me get my saddle repaired. If you are thinking of doing business with this company, know that they do not stand by their products. They also will cut corners to keep from fixing them when there is a defect. By cutting these corners they have put both myself and my horse in potentially unsafe conditions that could have resulted in injury. I can only imagine that this is not a rare instance but a company practice.
Be very careful ordering from this…
Be very careful ordering from this company. I placed an order in good faith with the understanding that I would be able to get a loaner saddle while waiting on mine to be made. That was going to take four months (!) because Devoucoux shuts down for the entire month of August, adding an additional month to the usual three month production time. It turns out there were no loaner saddles to be found. I have asked for a refund of the $3,000 deposit I put down. So far, I have not heard back from the company and my representative is not responding.
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About devoucoux.com
Looking for a saddle for your horse? The Devoucoux Sellier website presents our range of new custom-made and used saddles.
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Technology Stack
devoucoux.com uses 17 technologies across their website including Google Fonts, reCAPTCHA, Contentful, and more.
Fonts
Google Fonts
Security
reCAPTCHA
CMS
Contentful
Marketing Automation
HubSpot
Advertising
Microsoft Ads, Facebook Pixel
Customer Support
Zendesk
Traffic & Audience
devoucoux.com receives approximately 14.0K monthly visitors and ranks #1,254,882 globally. The website has a bounce rate of 35% with visitors viewing an average of 4.3 pages per visit. Users spend an average of 0:56 on the site.
The majority of devoucoux.com's traffic comes from undefined, undefined, .
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