Andrew Welles in a KASK helmet. PHOTO BY JACK MANCINI
Kent Farrington rides in Parlanti boots. PHOTO BY JUMP MEDIA
European Equestrian Brands Call Wellington Home In North American Expansion By Lindsay Brock
Equestrian sports have experienced a recent surge of growth and popularity throughout the United States, Canada and Mexico. Similar to the celebrated equestrian events in Europe that have enjoyed mainstream prosperity for decades, North America is now following suit. Many facets of the equestrian community have fallen in line and taken a leap forward into a promising future. In recent years, equestrian brands such as Kingsland Equestrian and Parlanti Boots — European household names in sportswear and riding gear — led the charge in making a pilgrimage to a welcoming North American market. Spotted on riders from amateurs to top-ranked professionals across the pond, Kingsland sportswear and apparel based in Norway, as well as Parlanti custom and ready-to-wear Italian boots and chaps, were previously absent from American retail spaces, aside from a nominal presence in a few select tack shops. Thanks to brands like Kingsland and Parlanti blazing a path, other European-based brands took notice and also established headquarters in the United States. One of those innovative brands is KASK Italian helmets. KASK products first became popular among cyclists and downhill skiers, as well as in industrial safety, before recently breaking into the equestrian scene. The company not only developed its first-ever riding helmet,
but also launched a global brand within the new niche. Alongside Kingsland and Parlanti, KASK now calls Wellington its North American home. In an effort to dress the American rider from head to toe in some of Europe’s most successful fashion, tack and safety brands, these companies have chosen to set roots in Wellington. The firms are also spreading their message and gaining recognition by sponsoring brand ambassadors — from junior talent to some of North America’s brightest stars. In 2007, Gianluca Caron — an Italian horseman with a passion for entrepreneurial opportunities at home in Europe — made a move to the U.S. with his eye on uncharted territory. While helping to make Parlanti a go-to brand of boots in the U.S. and beyond in recent years, Caron also aided in the spread of Kingsland’s overseas popularity, as well as the launch of KASK helmets. Caron serves as North American brand manager for all three companies.
Caron is pleased that the brands he led to North America are finding success in the sport. “Equestrian sports are continuing to grow in this part of the world, which offers so much opportunity. We are seeing more horses, more riders, more spectators, and with that comes a bigger market and the perfect environment for emerging brands,” Caron said. “As a result, Kingsland, Parlanti and KASK have hit the ground running in North America.” While sales may be the engine of Caron’s success, from the beginning his focus has been shared between revenue and the power provided by support from influential American riders. Sponsorships have become a driving force behind the promotion of all the products within his three brands. With jumpers such as Candice King and Kent Farrington slipping into Parlanti boots, dressage phenom Laura Graves and young professional Reed Kessler sporting Kingsland gear, and the newly sponsored Andrew Welles and Spencer Smith wearing KASK helmets, Caron is cultivating a team of Alist ambassadors. “Styles in horse sport are ever-changing. Improvements in safety, comfort and fashion are being made constantly,” said Welles, a jumper rider and KASKwellington the magazine | february 2016
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