Equos Aurora is an Austrian equestrian brand that designs bridles, browbands and riding accessories in-house and runs a curated reseller program alongside retail. Retail prices are public. Resellers request access through a form, and the team then sets up their accounts, with BSS B2B Solution rules aimed at named customers for pricing, quantities, terms and shipping.
Key takeaways
- Not every wholesale program needs an automated registration form. A request form plus manual account setup suits a small, curated reseller network.
- All eight enabled pricing, quantity, net terms and shipping rules target specific customers, so each reseller can have an individual agreement.
- A “Request reseller access” form can still qualify buyers: tax ID, business type, years in business, budget and other brands carried.
- A bilingual store (English and German) can offer the wholesale page in both languages.
About Equos Aurora
Equos Aurora writes that everything it does revolves around equestrian sport. According to the public homepage, the company develops and designs all of its products in-house, with a focus on quality, functionality and innovation, and describes luxury as the combination of exceptional design, carefully selected materials and outstanding craftsmanship. The store is organised into Rider, Horse and Dog sections, and the product range includes browbands, bridles and halters, saddle accessories and reins.
The bridles are a good example of the brand’s positioning. The product description for a bridle called “Eclipse” mentions English leather, handmade construction, a crystal-adorned browband and an anatomically shaped headpiece. The page offers options for the neckpiece, browband and noseband sizes (for example Icelandic or cob), which means a single product carries several size choices. Prices are shown in euros, the site has a currency and language selector, and the footer notes free shipping from 150 euros in Germany and 100 euros in Austria. The brand also shows a 4.8 out of 5 rating widget in the footer.
The B2B model: a curated reseller network
The main menu has a “B2B” item that leads to a page headed “Unlock exclusive wholesale pricing at Equos Aurora” and “Request reseller access”. The copy is warm and short: the brand welcomes new partners from all around the world, asks applicants to fill out the form, promises that someone from the team will get back to them as soon as possible and gives a direct contact address for people who do not hear back within a week.
This is a deliberately personal model. There is no automatic approval and no instant price list. A person at Equos Aurora reads each request, decides whether the applicant fits the brand and then creates the reseller account. For a premium brand with a limited range and a quality image to protect, that is a sensible way to control where the product appears.
The form asks for name and email, company name, country, tax ID, phone number and address. It then goes beyond contact details with the questions a brand manager would ask on a call: how long the applicant has been in business, a website, the type of business (physical store, online shop, both, or distributor), the estimated yearly purchase budget, the average annual turnover (chosen from ranges) and the other brands carried. A message box and a “Send message” button close the form.
How the storefront handles wholesale
1. A B2B entry that promises something concrete
The page title is not “Contact us”. It promises exclusive wholesale pricing, and the form is labelled as a reseller access request. That wording sets the expectation that approved partners get prices that are not visible to the public, and it gives the applicant a reason to complete a long form.
2. Two languages, one program
Equos Aurora is based in Austria and serves German-speaking and international customers. The B2B page exists in English (“B2B – access for resellers”) and in German (“B2B – Zugang für Händler”, translated: B2B access for resellers). A language selector in the header switches the store, and the wholesale page follows. For a European brand, having the application in the reseller’s own language removes one more reason to skip it.
3. What approved resellers get
The public pages do not show reseller prices, which is expected, so we describe what the store’s configuration shows instead. Once a reseller is approved, the team links the account to the rules below. Because the rules name specific customers, each reseller can have an individual agreement: a percentage price, a quantity break, a minimum order amount, payment terms and a shipping rate that differ from the next reseller’s.
Which BSS features power it
The numbers below come from the store’s feature configuration. They describe the shape of the program, not its size.
- Custom Pricing: one enabled percentage rule that targets specific customers. A second one is switched off. See price lists per buyer group.
- Volume pricing: one enabled quantity break rule for specific customers (another is off). See tiered pricing and quantity breaks.
- Quantity increments with a minimum: one enabled rule for specific customers. See selling in multiples.
- Order limits: one enabled minimum order amount rule for specific customers. See minimum order quantity and value.
- Net terms: two enabled rules for specific customers. See net 30 payment terms.
- Shipping rate: two enabled rules for specific customers. See handling fees and custom shipping.
- Tax exempt: one enabled rule that applies to tagged customers, and one tax display rule that controls how prices appear. See showing prices excluding VAT.
| Module | What it controls for a reseller | Who the rule targets |
|---|---|---|
| Custom Pricing | A percentage price on the catalog | Specific customers |
| Volume pricing | Quantity-based price tiers | Specific customers |
| Quantity increments | Order in multiples, with a minimum | Specific customers |
| Order limits | Minimum order amount | Specific customers |
| Net terms (2 rules) | Payment terms | Specific customers |
| Shipping rate (2 rules) | Shipping cost shown at checkout | Specific customers |
| Tax exempt | Tax-free ordering for qualifying business buyers | Tagged customers |
| Tax display | How prices appear with or without tax | Store-level display rule |
In short, all 8 enabled pricing, quantity, terms and shipping rules (100%) target specific customers rather than tags. There is no BSS registration form on the public B2B page, which matches the manual onboarding described above.
The reseller’s journey, step by step
- A retailer finds the B2B link in the menu and reads the reseller access page in English or German.
- They send the request form with their tax ID, business type, budget and other brands.
- The Equos Aurora team reviews the request and replies by email within the time the page promises (about a week).
- On approval, the team creates the reseller account and links it to the rules that match the agreement.
- From the next login, the reseller sees its own price and order conditions, and checkout applies the agreed payment terms and shipping rate.
This flow trades speed for control. It would not suit a store that receives hundreds of applications a week, and for that case a registration form with automatic tagging is the better tool. For a brand with a short list of key accounts, it is simple and personal.
What other merchants can copy
- Pick manual onboarding when your network is small. If you approve a few resellers per month, a request form and a personal reply is enough, and it lets you vet every partner.
- Ask the qualifying questions up front. Business type, years in business, budget and other brands tell you more than a name and an email.
- Use specific-customer rules for key accounts. When each reseller has a different deal, target rules to the named account instead of inventing a tag for every agreement.
- Use tags where deals repeat. If several resellers share one agreement, a tag keeps the rule list short. Equos Aurora uses a tag for its tax-exempt rule.
- Combine pricing with order rules. Minimums, increments, terms and shipping are part of the reseller agreement, not just the price.
- Translate the application. Offer the form in each language you sell in.
Start from the guides, or book a call and we will map your reseller deals to rules.
Book a 30 min call Browse use casesWhat Equos Aurora says about it
Equos Aurora’s public review for BSS B2B Solution is dated May 9, 2025, rated 5 out of 5 after 15 days of use, so it describes the setup phase. An excerpt, including the author’s own note about the open topics:
Even with more complex requests like customizations or tax display issues in the B2B setup, the support team takes the time to provide clear solutions and guides you step by step through the process. You feel taken seriously and professionally supported – a true highlight of this app. We still have a few topics where we hope for a more satisfying solution in the future, but we are currently in the testing phase and fully satisfied so far.
Equos Aurora, 5 stars, May 9, 2025, BSS B2B Solution reviews on the Shopify App Store (excerpt, quoted verbatim apart from one dash, the first sentence is omitted)
The review mentions tax display, which fits the store’s configuration (a tax display rule and a tax-exempt rule are both enabled). It is also an honest reminder that a B2B setup is built in stages: the merchant was still testing when it wrote the review, and the rule set visible today is the result of the months that followed.
Equos Aurora wholesale: frequently asked questions
Do I need a registration form to run a reseller program?
No. A request form that reaches your inbox is enough for a small, curated network. Create the reseller account yourself after approving the request, then link it to your pricing rules.
Can each reseller have a different price?
Yes. In BSS B2B Solution a rule can target specific customers, so each reseller can have an individual percentage, quantity break, minimum order, payment terms and shipping rate.
When should I use tags instead of specific customers?
Use tags when several resellers share the same deal, for example a tax-exempt group. Use specific customers when each deal is unique. Equos Aurora uses both.
Can I ask about turnover and budget on the application?
Yes. Any question can go on your form. Equos Aurora asks for business type, years in business, estimated purchase budget, turnover range and other brands carried.
Does a European store need special tax settings for B2B?
It often does. BSS B2B Solution has tax display rules for showing prices with or without tax and tax exempt rules for approved business customers, which this store has enabled.
This store spotlight is based on Equos Aurora’s public website and its public review on the Shopify App Store, as of October 5, 2026. Screenshots show the public storefront and example BSS B2B configuration screens, which are not Equos Aurora’s admin. Equos Aurora has not been interviewed and this is not a partnership announcement.
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