This is how it works


“A digital auction as close to a live experience as possible”, was the requested mission. The corona pandemic has changed the world in many ways, and horse auctions are not excluded. Digital auctions have been around for many years now, but during these special circumstances we wanted to do something new, better and a little bit more fun. Something that hopefully can benefit the whole industry, and that can increase the interest for horse auctions in general.

Web TV broadcast

At 18.45 CET (Central European Time) on Sunday July 5 the live Web TV broadcast of Menhammar OnlineSales begins. The first call out for bids is at 19.00 CET. During the broadcast, the horses will be presented and sold one by one via a newly developed bidding program for this purpose. We believe and hope that it will be a new and exciting experience.

Becoming a bidder

Bidding at  Menhammar OnlineSales is something that should be a precise but uncomplicated process, just as it is at a normal auction. But also with a certain amount of tension.
It is important that You register in good time before the auction starts. A secure identification process is used via the Internet, where Swedish customers can use bank-ID for identification. Foreign customers may register using an sms-code. A “sign off” is connected to the agreement between the seller and the buyer. Please read the agreement and the terms!
After identification, You create Your own password. This password will now be connected to Your identification, and Your approval of the auction agreement during bidding.

Apply to become a bidder

How to bid on a horse

Only registered and approved bidders can bid on the horses. Menhammar OnlineSales opens for early bidding from Friday July 3 at 19:00 CET. The bidding that commences live during the Web TV broadcast starting 19:00 CET on Sunday July 5 starts from the last registered pre-live Web TV auction bid (the last registered bid from the early bidding). All bidding is conducted anonymously. If You are the first to put forward a bid on lot number 1, You will become “Bidder 1”, but only for that horse (lot). If You are the seventh person that is bidding on lot number 2, You are “Bidder 7” for that horse (lot). After each completed purchase/sale, the identity of the successful buyer is made official.
The horses are sold one by one with a clear finalizing process.
The auctioneer waits until the bidding is about to stop. Then, instead of saying ”första, andra, tredje” and tapping with the auctioneer’s hammer as is customary at Swedish auctions, a clock will be started counting down 15 seconds. If a bid is made during these 15 seconds, a new 15 second countdown is started. This continues until no new bids are made, during the countdown.
The bidder with the highest bid when the countdown is 0 and the digital auctioneer’s hammer has been tapped, has won the bidding.
Please note that there may be some seconds lag in the live Web TV broadcast, the clock on the internet page (website) therefore is the only one relevant for the auction, and will be the clock that the auctioneer adheres to.

Bidding intervals

The starting bid for all horses (lots) is 50 000 SEK (Swedish crowns/kronor). Up to and including 150 000 SEK, the bidding interval is 10 000 SEK per bid. After that the bidding interval increases by 25 000 SEK per bid. You can increase Your bid by several intervals at a time, by clicking several times before posting Your next bid.

Pre-inspection of horses

It is possible to inspect the horses at Menhammar Farms (Menhammar Stuteri, Ekerö outside of Stockholm) prior to the auction. During the current corona pandemic, this type of inspection will however be conducted within the limits of certain conditions.
Please call to pre-book Your visit. You may contact Roland Davidsson (Menhammar) +46 70 772 07 91 or Massimo Vassallo (Annemanna) +46 70 344 21 98 for more information.
All inspections will be conducted outdoors, and only in small groups of three people maximum, abiding by social distancing. Advisory regulations from the Swedish Public Health Agency will be respected.

Technical problems July 5th


The online auction Menhammar OnlineSales is postponed to the 12th of July due to technical problems with the auction site. All the bids that have already been placed are valid and the auction site remains open for further bidding until next Sunday. We truly apologize for any inconvenience this delay may have caused.

If you have placed a bid and have any questions related to this, please do not hesitate to contact Johan Hellander at Menhammar Stuteri AB, +46 70 7720524, [email protected]

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