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DoverSaddlery.com Selected as Top 50 Retail Web site for 2007

LITTLETON, MA –December 18, 2006 –Dover Saddlery Inc., (NASDAQ: DOVR) announced today that its web site has been named as one of the Top 50 Retail Web Sites by Internet Retailer Magazine.

“What the Top 50 Retail Web Sites have in common is a willingness to innovate and set the standards for what the rest of the industry should be doing,” says Kurt T. Peters, editor in chief of Internet Retailer.

The web site now offers the possibility to shop by riding style as well as by product category, keyword or catalog item number. Customers who are browsing online can have product questions answered via live chat, click to call or e-mail to a product advisor within the Dover Saddlery customer service center. In addition, equestrians can now create a personal wish list within the new Wishlist registry and easily share the items they are interested in with others.

“E-commerce has been a focus of Dover Saddlery for the last five years and we are very pleased to have our web site recognized as one of the Top 50,” said Stephen L. Day president and CEO of Dover Saddlery. “Our customers are increasingly using our website to shop and we strive to offer the very best online shopping experience for equestrians.”

The E-commerce platform and Web hosting for DoverSaddlery.com is provided by DMinSite, which specializes in providing e-commerce services to mail order companies. “The M6 Platform from DMinSite is extremely flexible and effective in allowing us to initiate marketing programs,” says Jeannine Moore, director of e-commerce at Dover Saddlery.

About Dover Saddlery, Inc.

Dover Saddlery, Inc. (Nasdaq: DOVR) is the largest direct marketer of equestrian products in the United States. Founded in 1975 in Wellesley, Massachusetts, by United States Equestrian team members, Dover Saddlery has grown to become The Source® for equestrian products. Dover offers a broad and distinctive selection of competitively priced, brand-name products for horse and rider through catalogs, the Internet and company-owned retail stores. Dover Saddlery, Inc. serves the English rider and through Smith Brothers, the Western rider. The Source®, Dover Saddlery® and Smith Brothers® are registered marks of Dover Saddlery.

For more information, please call 1-978-952-8062 x218 or visit http://www.DoverSaddlery.com .

Internet Retailer Magazine

Launched in early 1999, Internet Retailer's goal has been to cover the Internet retailing revolution as no other publisher does. Year after year they have enhanced their leadership position as the information authority on the application of the Internet to all segments of retailing. Internet Retailer has the largest-circulation magazine and e-mail newsletters in the retailing industry-and the only ones serving a multi-channel market that includes major distribution to retail chains, catalogers and other direct merchants, web-only retailers and branded manufacturers which use the web to merchandise directly to consumers. For more information on Internet Retailer Magazine please visit . http://www.internetretailer.com.

 

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