ETN (Equestrian Trade News) – June 2019

June 2019

Volume 43, No 6 Monthly

“IT’S A JUNGLE OUT THERE” Equestrian media matters

Would you credit it?

Riding High

Catering for customers who want it now

So you want to be a saddle fitter…

Saddle-makers’ directory ETN is the official media partner of BETA International

PLUS NEWS PRODUCT REVIEWS

• How to make a trade stand work • European brands profiled

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Editor’s Comment

The trade is still reeling at the news of Roy Burek’s too-early death.

In this issue...

NEWS

3 6

And obituaries

PRODUCT NEWS Launches and fresh ideas

6

SPECIAL REPORT How show circuit regulars make their stands work

10

TEAMING UP WITH THE TRADE New initiative supports retailers

He was one of the cleverest, most intelligent people I’ve ever met.

From running Charles Owen to his tireless work on safety standards and research, he had no match.

In my job, I meet many people who only give you their attention when they want something. Not so Roy. I will remember the charming, unassuming man who made time and had the patience to help everyone.

From the riders whose lives you saved, to the journalist whose daft questions about riding hats you could always answer, thank you Roy. Forgive me if you’ve already heard of this procedure, dear reader, but it was quite a revelation to me.

One of my horses had been suffering from repeatedly sore eyes. Sometimes she’d stand with them half closed and a pained expression on her face. After tests involving dye in the eyes, the vet suggested a tear duct flush.

Done at home under light sedation, a catheter was inserted up the tear ducts (which emerge in the nostrils), then a solution was flushed through, pushing out gunk.

I haven’t had the bill yet - but it’s apparently made a massive difference to the horse’s eye comfort.

It’s easy for companies to be smug about their shiny new sustainable, renewable, waste-free, no-landfill

24

polices. But what do these platitudes actually mean? Or are they merely paying lip service to the need to ‘do something’?

In the real world, being environmentally caring is not always quite that simple. And, as John Felton remarks in ETN’s Environmental Matters feature this month, even trying to ‘do the right thing’ can be confusing. He thinks clearer guidance from Government is needed.

Even trying to be good and recycle in an office/shop can be maddening…

Take this internal email to staff: Can you please make sure that you have washed all the contents out of your plastic containers or tins so that this doesn’t encourage the mice.

If you can’t get it clean - then put it in the bin.

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PEOPLE And who’s nice to deal with

16

LEGAL DIGEST Workplace pitfalls of social media

More fake reviews - from sellers rather than genuine consumers - are said to be appearing on Amazon and alike.

Maybe we get sucked into reading what we believe to be other people’s opinions because, when making a purchase, we crave a human perspective… like a flesh-and-blood shop assistant’s help?

18

SADDLE FITTER OF THE MONTH Meet this month’s winner

20

SO YOU WANT TO BE A SADDLE FITTER… CPD feature and quiz

22

FINEST SADDLES News and products

24

SADDLE-MAKERS’ DIRECTORY Advertisement feature

27

TURNING BACK THE PAGES What ETN was reporting five, ten, 20 and 30 years ago

31

RETAILER PROFILE EcoGreen Equestrian

32

ENVIRONMENTAL MATTERS How green is your business?

34

MEDIA FEATURE It’s a jungle out there How times have changed

36 38

MEDIA DIRECTORY Advertisement feature

40

FOCUS EUROPE Top brands profiled

46

WOULD YOU CREDIT IT? Liz Benwell

Catering for customers who want it ‘now’

50

HOW DOES THAT SOUND? Audio branding explained

52

BETA MEMBERS’ PAGE News from your trade association

53

COUNTY COURT JUDGMENTS

54

32

FRONT COVER: Admire the superb craftsman which has gone into the Spencer Monoflap Dressage by Fairfax Saddles. Designed with dressage ace Spencer Wilton, and made in Walsall, England, it features Fairfax’s patented Performance Panel.

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Resource Reg. No. 2110

EQUESTRIAN TRADE NEWS JUNE 2019 | 3

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ETN|NEWS

IN BRIEF • American equestrian businessman John Nunn has sold his on-line and retail tack store Bit Of Britain and its sister website TackOfTheDay.com to e-commerce consultancy BrandNexity. John, a former ETN contributor and regular visitor to BETA International, is to concentrate on his wholesale business Nunn Finer.

• AGMA has appointed JFC Equine as a distributor to the UK and Irish trade for its Stablemate by AGMA range.

Products include Stable Cleanse, Equaroma, Boxfresh and Dis-In-Fect.

• Equitana USA has named the date; 25 - 27 September, 2020 at the Kentucky Horse Park.

It’s the first time Reed Exhibitions have staged an American version of their established European and Australian equestrian shopping and education shows.

• Virbac 3D Worming is to continue its support of British Eventing as official training partner of the BE80(T) and Technical Merit series. Prizes include a £500 training bursary.

• Specialist retailer The Western Department has closed. Janet Weston, proprietor of the Buckinghamshire based business for 27 years, has stock available for which she welcomes trade enquiries.

The business has served her well, says Janet (71). “It’s taken me to the US three times and I’ve really enjoyed doing the shows.” But internet sales have made inroads into her profits lately. “It’s particularly the US companies who suddenly see no need to have agents or distributors and are selling to the public directly on-line,” she explained. Janet continues to distribute the Be Nice Halter.

Want more news?

Sign up to receive ETN’s weekly e-newsletter directly to your in-box.

Visit www.equestriantradenews.com for details or email nickil@beta-int.com

4 | EQUESTRIAN TRADE NEWS JUNE 2019

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News

Reward offered after Badminton theft

A £5,000 reward is offered for the safe return of stock stolen from Ayr Equestrian’s stand at Badminton.

Asked if he was insured, he added: “I have a loss adjuster coming, but I don’t hold out much hope.”

Meanwhile proprietor Kevin Galbraith has called for better lighting and security in shows’ retail areas to deter further thefts.

Due to the rough weather, alarms had been sounding during the night.

But Ayr Equestrian’s appeared to have been disabled when discovered with its wires ripped out next morning.

Thieves broke into Ayr Equestrian’s stand overnight on Friday/Saturday (26/27 April), a night of heavy rain and high winds.

The retailer’s entire stock of Spring season Pikeur clothing, with a retail value of between £40,000 and £50,000, was taken; plus £1,500 worth of Racesafe body protectors.

“They were swift and they were organised,” Kevin told ETN. “The clothing was already on hangers and merchandised, so there must have been five or six of them to get it down and loaded into a van.”

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Design & Print Elliot Cierpiol, Resource, 78 Armley Road, Leeds, West Yorkshire, LS12 2EJ Tel: 0113 200 5000 Email: ec@weareresource.co.uk Web: www.weareresource.co.uk ISSN 1462-9526 Publisher Equestrian Management Consultants Ltd

Following a number of thefts from show stands in recent years, Kevin said event organisers need to consider better lighting of trading areas at night.

“If we’d had electricity and the lights had been on, we might have seen them,” he said. “Or better still, they may not have done it in the first place.”

A £5,000 reward is offered for the complete return of undamaged goods. The police have been informed; Kevin can be contacted on 07971780555.

Editor Liz Benwell Email: editor@equestriantradenews.com Tel: 0345 6185007 Senior Advertising Executive Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 Fax: 01937 582778 Digital Manager Nicki Lewis Email: nickil@beta-int.com Tel: 01937 582111 The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright All material is copyright Equestrian Management Consultants Ltd.

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TITLE|ETN

GOLDEN OPPORTUNITY Trade stand pitches are available at the annual British Palomino Society National Championships at the Three Counties Showground, Malvern next month (13/14 July).

It will be the 45th consecutive year of running for the show which has ridden and in-hand classes for all equines with the ‘cream dilute’ gene - examples being palomino, cremello, perlino, smokey black, smokey cream, cream dilute and white, and buckskin.

The overall champion will be crowned during an evening performance, while there are other classes open to novice and first time exhibitors.

For trade stand enquiries, contact Dawn Coldicut email bpsaffiliations@gmail.com or tel 07809743310.

Dragons’ Den format for awards Finalists for this year’s spoga horse awards will be asked to make live presentations to a jury and the audience.

It’s a new addition to the judging format for the awards to be presented at the trade show in Cologne, Germany on 3 September. The other phases are a top ten list decided by judges, and finally - after the Dragons’ Den style pitches, a vote by show visitors.

There are three awards categories: Innovation, Sales Concepts and Sustainability/CSR. Entries, which must be from exhibiting companies, close on 8 July.

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ETN|NEWS

Obituaries

Roy Burek

Roy Burek, equestrian safety pioneer and chairman of Charles Owen and Airowear, passed away peacefully in his sleep on 27 April following a heart attack. He was 61 and had been working in America.

The grandson of Charles Owen, Roy dedicated a lifetime’s work to making riding safer. He always gave generously and kindly of his time and knowledge when anyone - from international academics to Pony Club parents - needed his help.

Under Roy’s direction, Charles Owen has become

an important global brand in equestrian safety; its British made products exemplifying his innovation in design and research.

Roy was also instrumental in the development of international safety standards. And he was involved in research into the science of head injury, work that saw him honoured as a Professor at Cardiff University in 2017.

He supported equestrianism in many, varied ways too.

Roy was an early advocate for Pony Racing, for example, the spring board for many of today’s top jockeys.

To the trade, he gave his time, energy and expertise unstintingly. Through Charles Owen’s sponsorship, Roy was a long-standing supporter of BETA International. At the trade

Philip White Philip White, a founding member of Shires Equestrian’s manufacturing business, has died.

He passed away peacefully aged 95.

Known as Phil, he was Shires’ founder Malcolm Ainge’s father-in-law.

Phil developed Shires’ manufacturing operation first in Pershore, Worcs and then in Bromyard, Herefordshire.

He designed the original patterns for the rugs Shires still manufactures. And, thanks to his vision, they

have received many accolades for their good fit over the years.

A family man and a keen lawn bowler, Phil retired 35 years ago but retained a lively interest in the business. Today, three of his grandchildren work with Shires.

“Phil will be sadly missed by his many friends and family,” said Malcolm Ainge.

Shires Equestrian celebrated its 50th anniversary last year.

fair, and while collaborating with the British Equestrian Trade Association (BETA) to train retailers and riding organisations on rider safety gear, he believed education was the key to better protection.

Roy’s son Owen Burek the fourth generation of the family at Charles Owen had increasingly been supporting his father with strategic decisions in recent years.

Owen is committed to building on the company’s 108-year heritage whilst maintaining ‘business as usual’ for employees, retailers and customers.

He is already working closely with senior management in both the UK and USA, including operations director Ricky Hone.

Cynthia Burek, Roy’s sister and a Professor at the University of Chester, and Owen have set up a trust fund in Roy’s name to enable his work to continue into more research into head injuries and safety equipment.

“Enthusiasm for education” Paying tribute to Roy, Claire Williams, executive director of BETA, said: “Roy played a key role in the development and improvement of safety standards and his death leaves an enormous gap.

He was a person who always had time for others and was incredibly patient and generous with his knowledge and expertise.

“Roy was a loyal supporter of BETA and its work to promote rider safety.

His enthusiasm for education was second to none and he would always do his best to assist with our training courses and awareness-raising initiatives whenever asked.

“Roy was held in high regard by everyone in the equestrian industry and will be sorely missed.”

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Product News Clever stirrups come to the UK First Thought Equine Limited, best known for WOW Saddles, has been appointed sole UK distributor for the Rid-Up stirrup.

The French product has a patented, hinged junction with the stirrup leather.

The mechanism, based on ski-binding technology, is secure in normal use, but releases instantly in a fall.

The hinge also allows the stirrups to be unclipped, rather than run up, after riding to avoid the saddle being chafed by dirty irons.

The Rid-Up’s body and platform are made from a lightweight composite; while a wide, bevelled footplate has stainless steel spikes for grip.

Under the rigid floor is a shock-absorbing sole for concussion relief.

The stirrup’s eyelet is angled at 90 degrees, making it easy for the rider to access and allowing the leather to lie flat.

In all black, or black combined with brown, grey, red or blue, and in adult and child sizes, the RRP is £239.

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ETN|PRODUCT NEWS

GET UNKNOTTED! Nettex Mane & Tail Detangler keeps tails looking their best and makes them easy to brush through.

It helps to repel dust and dirt, too, saving your customers plenty of grooming time.

Alan Davies, Carl Hester’s international travelling groom, says he wouldn’t leave the yard without this essential spray in his grooming kit.

“It’s my go to product for all the horses. It’s easy to use, lasts for ages and is great value for money.

It also helps prevent bedding getting caught up and repels dust helping keep tidy tails all year round.”

The non-sticky spray can be applied to wet or dry hair and has a pleasant fragrance.

Joint approach If we have another hot, dry summer, the ground is bound to take its toll on horses’ joints.

NAF Five Star Superflex offers a scientifically balanced ratio of the key joint nutrients glucosamine sulphate, MSM, chondroitin sulphate and hyaluronic acid (HA).

The formulation - in liquid or power - provides optimum levels of the key joint support nutrients, in a synergistic blend with naturally sourced antioxidants to support healthy, flexible joints.

For older horses and ponies still leading active lives, there’s Five Star Superflex Senior.

It provides NAF’s highest specification of the key joint support nutrients for horses, working in synergy with rich natural sources of omega 3 fatty acids and naturally sourced antioxidants to support healthy, flexible joints.

Staying well-watered Whatever horses do this summer, it’s essential they stay well hydrated. And Speedi-Beet from British Horse Feeds offers a great safeguard.

The non-heating beet pulp feed can help keep horses hydrated while working or travelling. Speedi-Beet also offers slow release energy without ‘fizz’.

The soluble fibre in Speedi-Beet has a high water holding capacity, increasing the amount of fluid in the horse’s hindgut. This reservoir can then be drawn upon during periods of exercise and warm weather to help replace water lost through sweating.

Grazing muzzle goes Dutch

Speedi-Beet can be soaked and ready to use in ten minutes and is extremely palatable. Low in sugar and starch, it’s an ideal fibre source for horses and ponies prone to laminitis too.

Taking a stand at BETA International 2019 delivered a small British company a deal with a Dutch distributor.

Adding small amounts of Speedi-Beet to water may also help encourage horses to drink at events.

Speedi-Beet carries the BETA EGUS feed mark, accrediting it as suitable for equines prone to gastric ulcers as part of a balanced diet.

DIGESTIVE RELAUNCH Global Herbs has relaunched its digestive supplement and named it Gut Support.

Formerly known as PreBioHerb, the improved formula contains a balanced level of prebiotics and probiotics.

Gut Support is designed to maintain a healthy gut and digestive system all year round.

8 | EQUESTRIAN TRADE NEWS JUNE 2019

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Amanda Lennox developed Ultimate Muzzle as a horse friendly way to restrict grass intake.

“Equine obesity is on the up, but attitudes towards grazing muzzles vary,” she said. “I decided to produce a new style after discovering there is very little choice, particularly if you have a big horse that needs weight management.”

The Ultimate Muzzle has a leather headstrap for safety, nostril holes for comfort and breathability, and a rectangular shaped mouth-hole to allow sufficient grass through to keep the horse satisfied without over-eating.

A deep design means this muzzle can be fitted loosely and still stay on.

Amanda reports that exhibiting at BETA International attracted “plenty of interest with retailers both in the UK and overseas.” Dutch retailer Hofman Animal Care, whose wholesale arm Holland Animal Care had a stand at the show, “quickly placed an order.”

The Ultimate Muzzle comes in five sizes with an RRP of £28 to £40.

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PRODUCT NEWS|ETN

SUPER-COMFY GIRTH The new CS from Harry Dabbs is an exceptionally soft performance girth. It’s ergonomically designed for a superior fit.

The underside and top is filled with high density, soft material covered with soft hide - which makes this the ultimate ‘comfort’ girth for all horses including those with sensitive skin, says supplier Vale Bros.

The CS comes in long or dressage styles and a choice of Havana or black.

Calmer improves gait and dressage scores A study on the calmer supplement ProKalm shows that, compared with a placebo, it produces positive changes in stride length and movement in trot and canter plus increased dressage scores.

The product, by Science Supplements, was fed at 64g per day for three days before horses performed a standardised test.

Each movement was filmed in three dimensions at highspeed for analysis of movement; and simultaneously in two dimensions to allow three judges (who were unaware of the study or its purpose) to score the movements.

This preliminary investigation used 25 horses, involved a double-blind, placebo-controlled, cross-over study, and was approved by Oklahoma State University.

“The significant results of this study demonstrate the positive benefits of a more relaxed and co-operative horse and we are investing in more research into this field with the aim of publishing a full study,” said Vicky Mitson from Science Supplements.

NEW PARTNERSHIP OFFERS FEEDING ADVICE A haynet supplier and independent equine nutritionist have teamed up to offer on-line feeding advice.

Ellen Chapman of Trickle Net and Briony Witherow of Practical Equine Nutrition say their new service can be accessed by retailers as well as consumers.

Tackling equine obesity is a particular goal.

“This is a fabulous service, for a fraction of the cost involved in a yard visit,” says Ellen.

“Feed merchants can recommend the service to their customers, or even help them complete their horses’ details and deliver the recommendations to the customer next time they visit the store.”

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EQUESTRIAN TRADE NEWS JUNE 2019 | 9

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ETN|SPECIAL REPORT

Trading places

Show circuit regulars tells Sara Walker how they make their trade stands work.

“It’s amazing what you can learn from other exhibitors, and also what opportunities can arise,” she says.

“Friendly but never pushy,” is Christine Chau’s on-stand mantra.

CHRISTINE CHAU, CHARLEY CHAU Christine and her sister Jenny cofounded dog bedding company Charley Chau in 2010. They sell to 60 countries, primarily on-line, using shows to raise brand awareness.

Their first stand, eight years ago, was at a tiny local market in London.

“Our products are very tactile and we wanted potential customers to be able to browse the collection in person,” says Christine.

“We shared a stand at our first event, so we were shown the ropes by a show veteran; but it was still a steep learning curve.”

Now, Charley Chau does around six shows a year, including Badminton, Burghley and Crufts.

“We pick them carefully as shows are very time consuming,” explains Christine. “Burghley was one of our early shows, and it taught us that we could do well at shows that were not dog related. It’s so important to assess the audience at an event and work out whether or not it fits with our own target audience.”

As well as reaching new customers, shows enable Christine to catch up with existing customers and network with other business owners.

10 | EQUESTRIAN TRADE NEWS JUNE 2019

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Contacts can come in handy with practicalities too. “We’re notorious for forgetting critical bits of our show kit - from the cross-braces that stop our shelves from falling down to our card payment terminal. In times of crisis, knowing other exhibitors can really help,” confesses Christine.

Her top tip for dealing with customers is “friendly but never pushy.”

Attentiveness is another must.

“Staff aren’t allowed to sit down on our stand as it’s off-putting for customers if the team looks bored and under-employed,” she says. “We use quieter times to tidy up and re-stock.

It keeps us looking busy, and helps the stand look welcoming.”

The best bit about doing shows, says Christine, is meeting customers in person. “I also feel very proud that our small, niche business is able to hold our own amongst retailers with big budgets.”

Unsurprisingly, the worst aspect is that it’s physically very tiring.

Christine reckons a show like Badminton, with all the preparation and post-show clean up, uses up around 20 man days.

“Our target customer is pretty much anyone, from complete beginners to international riders and all the way up to royalty,” says Ben. “These big events work well for us as we get to meet such a cross section of people.

And if they have a good experience on the stand, they’re likely to come into the shop or order from us on-line afterwards.

“All our staff are horsey, and that really helps when engaging with customers. On-line ordering can be impersonal, so this is a chance for customers to chat and ask for advice.”

Many customers also call at Townfields’ stand for personalised services, such as hat and body protector fitting, at the shows.

“We try and take everything [we have in stock] with us so customers have as much choice as possible,” adds Ben. “With larger items, we put a couple on display and keep the rest on the lorry so the stand isn’t too crowded.

We also do top-up runs from the shop, depending on what’s sold well.”

Townfields does so well at the shows partly because of the support network behind it, he maintains. “If a customer needs something we don’t have with us, we can call the shop and get it ordered for immediate dispatch.”

BEN CHARLEY, TOWNFIELDS SADDLERS Townfields Saddlers, a family-run retail business established in 1963, has a store in Coventry, a website and takes trade stands at 13 events a year nationwide. From Badminton in May to Olympia in December, Townfields targets big equestrian events and game fairs such as Your Horse Live, Blenheim, Gatcombe and the Royal Highland.

Ben Charley, son of managing director Adrian Charley, co-ordinates the trade stand operation.

Townfields Saddlers’ stand appears at around 13 shows a year.

Continued on page 12 WWW.EQUESTRIANTRADENEWS.COM

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ETN|SPECIAL REPORT From page 10 Shows are the best part of my job,” says Sarah Poucher.

“Well, Mark didn’t know how to reply politely…He could only walk away while the rest of us tried really hard to conceal our giggles. We still have a laugh on the stand when one of us pushes a hand under Mark’s nose and asks him to smell it!”

When ‘manning’ a stand, Sarah believes the most important thing is to be approachable.

“Don’t play on your phone, don’t stand with your arms folded and don’t constantly chat to your colleagues.

You need to look busy, but not so busy that it’s off-putting.

“In the last seven years of going to shows, I’ve seen many different approaches - from those who literally jump on every passer-by to those who sit ignoring the customers.”

SARAH POUCHER, EMERALD GREEN FEEDS

Bedmax supplies bedding to some events as well as taking a stand.

Lincolnshire based Emerald Green Feeds launched its forage feeds for horses in 2012 and attends about one event a month.

“From a personal perspective, the shows are the best part of my job,” says Sarah Poucher, a member of the farming family that owns the parent company.

Along with product advice, laughter can often be heard on Emerald Green Feeds’ stand. Sarah recalls one incident that’s become a ‘trade standing’ joke.

“At Your Horse Live a couple of years ago, a chap walked over to one of our guys (let’s call him ‘Mark’) and completely out of the blue pushes his hand under Mark’s nose and said ‘smell my hand’.

“It’s amazing what you can learn from other exhibitors.”

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to achieve a good geographical spread.

Camaraderie between show exhibitors can be wonderful, Barbara adds: “At some events we’ve had the same neighbour traders for years.”

But of course, there are the difficulties… “The most challenging parts can be inclement weather and events with limited footfall, as the days can then pass very slowly.”

Barbara describes most show organisers and their staff as “absolutely fantastic, efficient and hugely supportive. They know that their traders are integral to the overall success of their events and we really do appreciate their support.”

Some days it all goes wrong… “At one event, the rain was so bad we had water running through the middle of the stand. Another time, we had a huge new pop-up completely collapse which had to be quickly fixed.”

“I love meeting customers, existing and new - the best bit is the fantastic feedback we get - and catching up with other traders. The worst bit is the travelling and missing those home comforts.”

Sarah notes a difference in how shows look after traders. “Some [organisers] make the effort to come round and introduce themselves in case you need anything. Others appear to be only interested in chasing the money.

Fortunately the latter are in the minority.”

“Badminton, with all the preparation and post-show clean up, uses up around 20 man days.”

And that’s when you know you’ve got a good trade stand team…

TIPS FOR TRADE STAND NOVICES BARBARA HUDDART, BEDMAX Bedmax has exhibited its shavings bedding brands and Hotmax heat l ogs at shows for almost 20 years.

“Events are important for raising the profile of our brand, educating, and also for thanking our customers,” says spokeswoman Barbara Huddart.

“Trade stands are our shop window.

They’re great for gathering feedback, information and just general data on current industry trends.”

When it comes to deciding which shows to support, Bedmax evaluates factors such as whether it supplies bedding for event’s stabling (which it does at Badminton, The Festival of British Eventing, Floors Castle and Burghley), staffing needs and location

• Make a packing list, and check it - twice.

Christine Chau • Be prepared for any situation. The rest I’ll keep quiet about because it takes years to develop the experience to know what works for your individual business. Ben Charley • Go to a show, wander around and see who makes you feel most comfortable as a customer. Then replicate their style of customer service. Sarah Poucher • Gather information and always follow up any leads which are generated.

Barbara Huddart

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

ADVERTISMENT FEATURE|ETN

THREE DAYS FOCUSING ON THE HORSE & RIDER A good product has to be visible and the equestrian sport industry has to know it exists and that they need it!

This brings us to one of their business goals: selling.

The best product can become a shelf-warmer if you don’t have an answer to the two most important questions: Which type of equestrian sport enthusiast needs it and how do I make him aware of it? In the era of digitalisation this hasn’t become easier: The fallacy that the Internet replaces good customer contacts and informative sales dialogues is of course all too tempting. Whereby it is fatal to let the price alone decide and ignore consulting competence and the expertise of the specialised trade. Decisive success criteria for your business: You have to know your customers, their needs and their desires. Because companies that take their customers seriously and talk with them, not only get their money in return, but above all authentic feedback and new ideas.

Professionally equipping the customers with the correct sports clothing and corresponding accessories requires and will continue to require intensive consulting: Providing tailor-made saddles and bridles as well as experienced advice when buying safety clothes still faces the specialised trade with high demands and at the same time offers great opportunities of achieving a competitive edge.

revolves around the horse and rider: From 1 to 3 September this is where you can find the trends and new products of the coming summer season.

So you know what is available! Market leaders like Acavallo, Dyon and Pikeur have already confirmed their participation, but also young, innovative companies, whose products bring a fresh breeze onto the stable yard, will be present. In total, around 450 international companies are awaited.

Here, you have the opportunity to groom your existing network, establish new business contacts and have the advantages and subtleties of the trends and new products presented to you firsthand. The special exhibition accompanying the award ceremony of the spoga horse award is a further highlight. Innovative products and sales concepts as well as sustainable strategies will once again be presented

spoga horse autumn - make sure you are on board!

In order to achieve this, you have to be wellinformed and shouldn’t miss spoga horse autumn 2019 in Cologne! For three whole days everything

WWW.EQUESTRIANTRADENEWS.COM

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 13

EQUESTRIAN TRADE NEWS JUNE 2019 | 13

21/05/2019 15:00

ETN|SPECIAL REPORT

Teaming up with the trade NAF is marking 30 years’ trading with a pledge to support retailers - and not to compete on-line.

“They’ve always been supportive as a supplier. We sell a good range of and quantity of NAF products already, but this will encourage us to do more - if they support us, we’ll support them.”

Tom Price, managing director, Pioneer Feed & Country Store, Ledbury, Herefordshire, says: “For us, the new addition is the bespoke promotions. We want to be more focussed on certain products at certain times of year, and NAF are offering extra support to help us set up end-shelf promotions.

“Overall I think the new package is a good idea. NAF are always very supportive, and this is a continuation of their service.”

NAF’s new initiative is all about supporting the trade and its people.

Support for the retail trade is at the heart of a new initiative from NAF. The Premier Partnership Programme, introduced last month, comprises a performance boosting package for stockists.

In a new booklet explaining the scheme, NAF describes its ongoing determination to sustain the retail market. “Our pledge is not to seek out business direct… but to grow our business with you [the trade],” says the supplements and care products supplier.

Highlights include bespoke promotions tailored to each retailer’s requirements, extra merchandising support, staff training, product advice, quarterly category management reviews and monthly visits focussing on stock rotation and management.

New branded clothing and a loyalty promotion also feature within NAF’s Premier Partnership Programme.

ETN ASKED SOME RETAILERS WHO’VE JOINED THE PROGRAMME WHAT IT MEANS FOR THEM… Vicky Bodey, managing director, Equiboodle, Cirencester, Glos, says: “There’s a lot of competition out there, especially on-line, and we do really appreciate NAF’s support.

“They never rest on their laurels, they’re constantly working to improve their offering, looking at what’s out there, what’s on trend. They don’t do it in an invasive way, though, we never feel ‘sold to’ - they just want to work with us in the best way.

14 | EQUESTRIAN TRADE NEWS JUNE 2019

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“There are a few minor things in the new package that we weren’t using before - for example, the shop girls are proudly walking round in their new gilets today!

“I think NAF themselves have realised they deserve to make more of a song and dance about all the work they do behind the scenes, and it will help us make as many people as possible aware of the brand.”

Steph Doolittle, managing director, Oldfields of Ombersley, Worcs, says: “We’re a NAF flagship store. We were one of NAF founder Richard Cleeve’s first customers.

“They offer really good support; we’ve got a smart display of NAF products that’s almost a ‘shop within a shop’ and dominates our supplements area.

The majority of our staff are NAF trained and qualified, including our latest recruit who’s just passed with flying colours.

Jo Bostock, partner, Chobham Rider, Woking, Surrey, says: “The Premier Partnership Programme is just formalising what NAF have already been doing for us for years. They’re definitely one of our better suppliers, and they’re really supportive in terms of supplying imagery for social media, training and offering the nutritional helpline, all of which we find useful.

“We have a fantastic NAF rep, who already tailors our promotional offers to us - a standard ‘buy one get one free’ offer nationwide doesn’t work for everyone. For example, our rep tells us that we start selling fly spray earlier than pretty much anyone else!

“I think perhaps not everyone was aware of all the services NAF offer retailers, so this formal programme is a good idea to spread the word.”

• To get involved with NAF’s Premier Partnership Programme, contact your area sales manager.

“For us, this new package is more about maintaining what we’re already doing, but it would be useful for other retailers who perhaps aren’t aware of what’s on offer.

“NAF are certainly one of our most innovative suppliers. No-one else seems to be currently offering this level of support across such a range of products.”

Carolyn Barton, managing director, Wadswick Country Store, Wilts, says: “There are a few things in the new package that we’re not already using, such as the branded clothing. But on the whole NAF were already offering a lot of those services, just not quite as formally.

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

Using spray contractors to help with paddock weed control.

Weeds such as ragwort, thistles, docks and nettles will take every chance to establish in poached ground and bare patches of soil.

They need to be controlled if you want sufficient grass for grazing.

of Agricultural Contractors (NAAC) website at www.naac.co.uk. Or download the Corteva Grassland App

and look at the ‘Find a Spray Contractor’ feature in the Support Tools.

Receive regular technical updates on grassland weed control

Some, such as ragwort are poisonous to horses; others will take over a paddock and some can spread their seed to neighbours’ properties. They also make fields look messy and uncared for.

If the whole field has a weed problem then a boom applied herbicide will be needed. Envy® is ideal. Envy gives high levels of control of a broad range of weeds such as buttercup, dandelion, chickweed, plantain, daisy and dock. It is safe to grass and will also remove clover.

Horses need to be removed for just seven days, in the absence of ragwort. Envy® is particularly useful for horse paddocks as it will not result in any herbicide residues in the manure subsequently produced – so this can be picked, stored and later safely used in gardens or allotments. If the application method is knapsack then consider Grazon® Pro. This product is particularly effective on docks, nettles and thistles, but is also great on woody weeds such as bramble, gorse and broom. Both these products are professional use herbicides.

corteva.co.uk/signup @CortevaGrass

Weed free paddocks to Envy.

Envy® delivers weed free paddocks.

Enabling your customers to transform their weedy grass, Envy® effectively controls a wide range of commonly found problem weeds eeds.

Many paddock owners do not have the necessary certification to apply professional use herbicides so ask a local spray contractor to come in and deal with the problem.

They will be experienced at spraying grassland, have good local knowledge and be fully insured. They should have up to date application equipment that is calibrated and spray nozzles appropriate to the situation. To find a local contractor search the National Association Envy® contains fluroxypyr and florasulam.

Grazon® Pro contains clopyralid and triclopyr.

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 15

Horses and other animals can safely return to grazing after just 7 days.

Make paddocks greener with Envy.® Find out more at corteva.co.uk

Daisies

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Chickweed and more

Discover more at corteva.co.uk Technical Hotline: 0800 689 8899 E-mail: ukhotline@corteva.com USE PLANT PROTECTION PRODUCTS SAFELY. Always read the label and product information before use.

For further information including warning phrases and symbols refer to label.

Corteva Agriscience, Agriculture Division of DowDuPont, CPC2 Capital Park, Fulbourn, Cambridge CB21 5XE. Tel: 01462 457272. ® , ™ Trademarks of DuPont, Dow AgroSciences and Pioneer and affiliated companies or their respective owners.

Envy® contains fluroxypyr and florasulam.

21/05/2019 15:00

ETN|PEOPLE

People NICK JONES Nick Jones, who ran Asda’s George clothing brand, is to join Joules as chief executive officer (CEO).

Nick (46) has worked in retail for 25 years, with Marks & Spencer on his CV. He’s also a director of Oakham School.

opportunities ahead, driven, in particular, by further international expansion and on-line growth.”

He’s due to start with Joules before the end of the year, following a handover from current CEO Colin Porter who’s moving to Moss Bros.

MARTIN LEWIS

Looking ahead to his new role, Nick said: “Whilst the [Joules] business and brand has achieved fantastic growth over recent years, I share the board’s view that there are tremendous growth

Financial guru Martin Lewis is to appear at the Lincolnshire Show this month (19/20 June).

He’ll be answering questions from visitors and sharing his best moneysaving advice.

Former Horse&Hound sales team member Emma Sharp is heading a new animal healthcare division at PR agency Companion Consultancy. Courses are aimed at the vet and pet trade.

fashion… And decided that a challenge like this would be just what I needed to lead a heathier life,” said Suzanne whose efforts have raised money for The Racehorse Sanctuary.

Now the Chester based retailer plans to continue supporting the charity which rehabilitates thoroughbreds for a life after racing.

CINDY RUSSELL

Dragon Display Systems

Designed and Manufactured in the UK

www.dragondisplay.co.uk Display Systems Ltd

Tel 01952 290055 • Fax: 01952 290056 • sales@dragondisplay.co.uk

16 | EQUESTRIAN TRADE NEWS JUNE 2019

SUZANNE EVANS Suzanne Evans (pictured), who runs on-line retailer Samberwill Equestrian with her sister Hazel Roberts, has ditched sugar from her diet to help ex-racehorses.

“I was eating chocolate like it was going out of

Manufacturers of flexible wall and centre-shop hanging and shelving systems, with 4 different systems and design-your-own gondolas & merchandising units.

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 16

EMMA SHARP

Cindy Russell has stepped down from the editorship of Endurance Magazine, the publication for members of Endurance GB (EGB). The title is a joint venture by publisher Matrix and EGB who say they have decided to “move away” from retaining a paid editor.

Endurance Magazine will instead be produced by a team of Matrix staff and EGB volunteers.

We’re all here to make money… but the best business people are as polite and fair as they are determined and firm. So to celebrate all that’s good about the people in our trade, ETN’s Beth Crow has chosen the winner of our latest ‘Nice to deal with’ award. His prize of a luxury hamper is on its way - enjoy!

HE’S SO NICE TO DEAL WITH…

Bobby Taak with customers on Gallop Equestrian’s stand at BETA International 2019.

BOBBY TAAK OF GALLOP EQUESTRIAN Beth says: “I’m delighted to say that my award goes to Bobby this month. He’s a brilliant businessman, but also a true gent and always a pleasure to work with.”

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

Soothe & Gain A High Calorie Conditioning Feed

NEW

• Low starch, low sugar soaked feed, suitable for horses prone to equine gastric ulcer syndrome as part of a balanced diet • Ideal for those in harder work or those that need to put on or maintain weight and condition • High in fibre containing Beta-Glucans • Contains antacids, prebiotics and a probiotic • Fully balanced with vitamins and minerals* • No whole cereal grains, no molasses, no soya and no alfalfa

For more information contact your Allen & Page Area Manager or our Sales Team on 01362 822 900 or email helpline@ allenandpage.co.uk www.allenandpage.com *when fed at recommended levels

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 17

21/05/2019 15:00

ETN|LEGAL DIGEST

Employers are within their rights to lay down rules about the use of social media inside and outside the workplace.

Airing the dirty laundry

Social media is useful and popular - but it can create workplace issues, say the HR experts at Croner.

Social networking sites bring undoubted benefits to businesses.

But their use can also lead to difficulties for employers.

Any social media policy you introduce, therefore, should detail clear standards of acceptable on-line behaviour inside and outside the workplace.

In most cases, posts are left by employees outside work time and are only viewable by a select group of friends. In these circumstances, employers must make employees aware of their expectations in respect of posts on company and personal sites.

Within the workplace, parameters regarding personal internet use should also be defined in the policy; such as whether social networking is allowed only in lunch and rest breaks, and whether company equipment may be used.

Some businesses also restrict its use to non-client areas, such as the staffroom, impose a maximum time 18 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 18

limit, or place a restriction on sites which can be visited during working hours.

CAUSING EMBARRASSMENT A social media policy should set out the potential consequences of any breach, and the likelihood of disciplinary action; up to and including dismissal.

To rely on your policy for disciplinary purposes, it’s imperative to state that inappropriate posting includes messages or comments made outside work time and on personal sites that may have an impact on the employee’s ability to perform their role.

Posts which may damage the employer’s reputation or cause embarrassment can be defined as inappropriate too.

The nature of social networking can make it difficult and risky to take disciplinary action against an employee. The conduct may well have

happened outside the course of their employment, and arguably there has been no detrimental effect on the employer’s business.

So employers need to show that they have acted fairly and reasonably in taking formal disciplinary action and, most importantly, that any decision to dismiss has not been a knee-jerk reaction.

Of course employers can address such issues through informal discussions with the employee and suggest that offending posts be removed. However, enforcing this through the disciplinary procedure could prove difficult.

DEALING WITH NEGATIVE COMMENTS Sometimes disgruntled employees leave negative comments about their employer or colleagues either on official sites or on their own personal sites. Employers can be left feeling that the business’s reputation has been damaged. It can also cause friction if another employee feels bullied or harassed.

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

LEGAL DIGEST|ETN Some control over employees’ use of sites like Twitter is possible, but must be dealt with in their contract of employment. Employers are within their rights to lay down rules about the use of such sites where it impacts on work.

GROSS MISCONDUCT? What on-line behaviour an employer classes as gross misconduct can differ from business to business.

Among other factors, it can depend on the importance of on-line reputation to the business.

Defamation and breaches of confidentiality are generally considered to be gross misconduct.

But there is a grey area concerning offensive employee communications

“The nature of social networking can make it difficult and risky to take disciplinary action against an employee.”

which don’t relate to the business but are, nonetheless, posted on-line.

The importance of a clear policy outlining rules on social media activity has been highlighted by tribunals in a number of gross misconduct cases.

One ruling on appeal found that where a policy prohibited any action which might embarrass the company, this allowed the employer to fairly dismiss the employee for gross misconduct after posting comments on social media.

However, simply having a policy may not be enough to prove the employee was aware of their on-line rights and responsibilities. So employers should provide training and receive a signed notice stating the employee has read and understood the social media policy.

Tribunals have also highlighted that, when determining whether remarks are gross misconduct or not, employers should not only focus on what is actually said, but must look at the effect on the business, other employees and customers to see if these are adversely affected.

This requires employers to examine each individual breach of the social

media policy and determine the likely consequences of each incident separately. Where the employer is unable to show the on-line remarks have negatively affected the business, it’s unlikely that it will be fair to class this as gross misconduct.

Other relevant factors include the nature and seriousness of comments made, the subject matter, damage to the employer’s reputation, how and when the comments were made, and any mitigating factors.

MIXED MESSAGES A strict policy on personal social media use - while encouraging posts or tweets about a company or brands on official sites - can sometimes give staff mixed messages. So a careful balance should be sought in order to avoid additional workplace issues.

• For further advice concerning social media use, policies and other HR implications, call Croner on 0844 561 8133 quoting ETN.

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12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 19

EQUESTRIAN TRADE NEWS JUNE 2019 | 19

21/05/2019 15:00

ETN|SADDLE FITTER OF THE MONTH Caroline Wilde’s show jumping experience gives her useful insights into her saddle fitting.

me find the right saddle for my little Irish sport horse. He had kissing spine surgery two years ago; when he was being rehabilitated, Caroline worked with my physiotherapist and the therapy team at Hartpury where his ground work was done. I know I can always call her for advice.”

Client Ellie Markey says: “Caroline explains everything very well.

She offered us a no obligation trial for my two horses and thoroughly checked the condition of the horses’ backs before saddle fitting.”

Liz Langford says Caroline went above and beyond to fit her mare. “By the time I met Caroline, we had tried 18 saddles and we were giving up hope of ever finding a suitable one.

After two hours of trying four different makes and styles, Caroline measured up and got to work. We haven’t looked back since.”

Celebrating the best saddle fitters…

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those whose good practice is making a difference to horses, riders and the saddlery industry.

CAROLINE WILDE OF SPORTS HORSE SERVICES Nominated by: Lisa Menet of Amerigo Saddles and some happy clients.

Lisa says: “Caroline Wilde has worked with the Amerigo brand for many years and truly does a fantastic job.

She is a qualified equine body worker, so a saddle fitting with her is a whole horse evaluation. She works with some Team GB riders in eventing and show jumping and is also involved with rehabilitation work.

“Nothing is too much trouble for Caroline. Her customer care is second to none and she’s always open to new 20 | EQUESTRIAN TRADE NEWS JUNE 2019

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ideas and improving her technical knowledge of the horse and products available to benefit her clients.”

Kellie Cowan, a client, says: “Caroline demonstrated in-depth knowledge, time and great compassion when we were struggling with intermittent problems with our jumping pony.

She assessed and reassessed our pony’s shape and movement and guided us through her findings before altering our current saddle to a perfect fit. She eliminated all the issues the ill-fitting saddle caused, culminating in a happy pony and owner.”

Nicola Topper, another client, adds: “Caroline has been amazing at helping

About Caroline Wilde: Originally from Yorkshire, Caroline was a metallurgist who has studied quantum physics.

However, she’d always loved horses and in particular show jumping.

Another passion is leather, and Caroline began making bridles for show jumpers, Welsh pony stallions, handbags and dog harnesses.

She also took saddles apart and reflocked her own.

Regular training with her horse at John Whitaker’s yard evolved into working for John Whitaker International on the company’s HOYS stand. Caroline was then taken on as a sales representative, was promoted to business development manager and, she says, “fell in love with the industry along the way.”

While with John Whitaker International, Caroline trained in Italy with Prestige Italia Saddles to become a saddle fitter. She also took the SMS Introductory Saddle Fitting course.

Now based in Herefordshire, and having been in the saddle fitting business for over 20 years, Caroline is an SMS Qualified Saddle Fitter.

“I love my work as every day is so varied,” she says. “My customer base is either remedial saddle fitting or competition based, both requiring such great attention to detail.

“To keep on top of the game, I constantly train throughout Europe and I am always on the lookout for innovative products.”

Clients’ trainers are welcome to attend Caroline’s fitting sessions, when she assesses musculature and how this affects saddle fit. She’s also enthusiastic about working with vets and physiotherapists.

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

CONNECTION YOU CAN FEEL The new Collegiate Close Contact Saddle range is terrific value and crafted from the finest leather, that’s soft and supple for comfort from the very first ride. Unparalleled attention to detail with shaped knee rolls or triangle grained blocks for a secure position. Narrow twist for stability with flocked or foam panel options for the ultimate close contact fit. With our quick changeable gullet to custom-fit to your horse – all add up to the perfect riding position. Plus, for peace of mind, the range also comes with a 2-year saddle guarantee and 10-year tree warranty. It’s more than a better ride. It’s a greater bond.

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12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 21

21/05/2019 15:00

ETN|CPD FEATURE

So you want to be

a saddle fitter...

Tired of sitting at a desk 9 to 5? Have you always dreamed of working with horses but don’t want to be a groom or instructor? A career in saddle fitting could be just what you’re looking for… read on to find out more.

Qualified saddle fitters who read the feature and submit correct answers to the quiz will receive CPD recognition from the SMS.

Your final step to becoming a QSF on completing the five-day course is to complete a final assessment leading to your SMS Registered Qualified Saddle Fitter status. It really is that straightforward.

QUALITY OF WORK AC

DITED CRE

BY

There are few such satisfying careers if you enjoy working with horses, riders and saddles.

Your first port of call should be the Society of Master Saddlers (SMS) website. Here you can look at the different options and opportunities available - especially if you are currently working outside the industry.

The SMS organises a two-day Introductory Course in Saddle Fitting which is run in conjunction with BETA. The course is open to all those with an interest in entering the field of saddle fitting. It is also open to other equestrian professionals such as BHS instructors, chartered physiotherapists, vets etc, who want to enhance their equestrian knowledge in this area.

An ideal route into saddle fitting is to find employment with an SMS member who is willing to train you through an apprenticeship.

Another route could be to train as a saddler and join the SMS in your own right, before progressing into saddle fitting. There is a helpful page on the SMS website to help you find apprenticeships and courses currently available.

After initially attending the two-day introductory course - which will not 22 | EQUESTRIAN TRADE NEWS JUNE 2019

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only inspire you but give you plenty of knowledge to start your first steps to becoming an SMS Qualified Saddle Fitter (QSF) - you will need to complete three years’ experience working with and alongside a QSF. This can be done on a part-time or full-time basis depending upon your circumstances and the availability of a tutor. You can join the Society’s Mentor Scheme as a trainee saddle fitter which is open to those who have attended the Introductory Course.

This is an ideal way to develop your training and skills whilst working towards the five-day qualification course.

All of those training to become a saddle fitter and working towards the SMS City & Guilds Saddle Fitting course and assessment will need to undertake training in saddle flocking and attain the Society’s Saddle Flocking Qualification before attending the QSF course.

Full details of the requirements for the exam can be found on the SMS website under ‘Training’ then ‘Courses’.

You can train for this where you wish or at one of the establishments listed.

The Society’s aims are to safeguard the quality of work, services, training and qualifications of all those who work in the saddlery trade, from manufacturers and retailers through individual craftspeople and saddle fitters.

With this in mind, the SMS formulated the Qualified Saddle Fitters course.

This advanced course is aimed at saddle fitters who have been fitting saddles for a number of years and who want to refine their saddle fitting to the standards promoted by the Society and approved by City & Guilds.

You will be required to pass an assessment, which will include a written paper and practical units in conformation and action in-hand, saddle assessment and fault identification, taking template measurements and a practical saddle fitting assessment.

Once a saddle fitter achieves their qualified status, they will need to attend a refresher day every two years to maintain their qualification.

SMS Registered Qualified Saddle Fitters are also required to gain CPD points and attend additional training seminars when they can to maintain their knowledge to current standards. These days are also a great chance to meet and socialise with likeminded SMS members within the same industry and learn from each other.

Take time to do some research and feel filled with confidence to take the leap into your dream saddle fitting career.

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

SQP CPD FEATURE|ETN

SMS CPD QUIZ

Saddle Fitters

SELECT YOUR ANSWERS AND TICK THE BOXES 1. The SMS organises a two-day Introductory Course in Saddle Fitting which is run in conjunction with ■ BETA ■ BHS ■ BSI 2. For how many years must trainees work alongside a qualified saddle fitter en route to getting their own qualification?

■ Five ■ Three ■ Two 3. All those training to become a saddle fitter must undertake training in ■ Accountancy ■ Retailing ■ Saddle flocking 4. Which organisation approves SMS saddle fitting courses?

■ City & Guilds ■ Arts & Crafts ■ Saddlers’ Company 5. The qualified saddle fitters’ course assessment includes practical units in ■ Mucking out ■ Tack cleaning ■ Taking template measurements

Trusted by riders for more than 30 years

6. What provides a great chance to socialise with likeminded SMS members?

■ Attending SMS training seminars and refresher days Working on different livery yards ■ Going to shows ■

Thorowgood T8 Leather seat & knee pad

7. Where is the best place to find out more about becoming a saddle fitter?

■ Wikipedia ■ Society of Master Saddlers’ website ■ The local gymkhana

Dressage £645

changeable gullet

JUNE 2019 Full name

Company name/ address Email Telephone number Thorowgood T4 7Uœ œ œ>œ¤X seat & knee pad

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW.

Cob GP £495

FIND IT ON-LINE: ETN’s CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz on-line, please do not submit them by filling out the printed form as well - and vice versa.

Made in England WWW.EQUESTRIANTRADENEWS.COM

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 23

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21/05/2019 15:00

ETN|FINEST SADDLES

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Thanks to a bespoke service combined with affordable prices, The Ideal Saddle Company is turning many such dreams into reality.

Courses iinclude: C l d

June 11 - Harness Fitting Day Littlewood Farm, Beds August 13 – Challenging Fits & Practical Solutions Moulton College October 22 & 23 – Saddle Fitting Introductory Course Moulton College

Each year, more than 5,000 saddles roll off Ideal & WRS’s Walsall based production line. Yet despite the size and scale, Ideal’s production is not all about mass market type products, says business development manager James Hitchen.

“The saddle tree is the backbone of any high quality, well-fitting saddle and we have more tree blocks and patterns than any other saddle-maker in the world.

“We build 300 saddle trees per week to BS6635:2015.

And with access to so many shapes and sizes of tree, we can focus on making a saddle that truly fits the horse, and then build all options upon this to ensure that the final product is also tailored according to the rider’s needs.”

The Ideal Saddle Company offers 75 different saddle models through its global retail partners. Indeed, it’s only by working closely with saddle fitters that the company is able to offer such high quality, bespoke saddles at affordable prices for the end consumer, adds James.

“The very nature of bespoke manufacturing is how good your relations are with your customers. Being able to interpret their saddle requirements correctly to get the right saddle for them so they can, in turn, deliver exactly what the horse and rider needs,” he explains.

Ideal copes with the complexities of bespoke saddle manufacturing thanks to having three Qualified Saddle Fitters in the office, plus a hands-on approach by managing director Rob Lugsdin and production director Shaun Marsland.

The team has also been working on a new saddle design.

The Technical & Traditional (T&T), incorporating an ergonomic gullet plate, will be available to retailers soon.

Visit

www.mastersaddlers.co.uk

or for further information Tel: (01449) 711642

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SOMETHING SPECIAL The new Grand Prix Special (GPS) dressage saddle by Passier is all about luxury.

The extra-deep seat has a cushion; while the skirt has soft leather insets.

Thigh supports on the flap help maintain a correct position and provide security. The large saddle flaps are covered with non-slip Selloil leather.

‘Freedom’ panels are designed for equine comfort; while point straps help keep the saddle in place.

The patent leather stirrup strap loops incorporate sparkling Swarovski crystals, with various leather and trim options available.

The Passier GPS comes in sizes 16.5” to 19” and black or Havana.

G IN M ON COSO

ETN|SADDLES

by Ideal Customised for your horse, personalised for you, adjustable for the future

A king joins the team Eventing legend Mary King has a new sponsor - Italian saddlery brand Amerigo.

Mary joins Amerigo’s other sponsored riders, event riders Nicola Wilson and Sam Griffiths, and dressage rider Michael Eilberg.

“I’m thrilled with both the Vega Siena Dressage Special and Vega Event Special Jump,” said Mary.

“My advanced horse King

Robert was quite difficult to fit, but both Amerigo saddles are fantastic and very comfortable for him.”

Amerigo saddlery is distributed in the UK by Zebra Products.

“It’s so exciting to have Mary join the Amerigo team of sponsored riders,” said director Simon Middleton. “She’s a great British legend and a credit to the equestrian world.”

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Sythetic Saddle Trees

Proven by pliance® and surpasses BS 7875:2009 Saddle trees made from sythetic materials.

Handmade in Walsall, England.

UK patent application: 1900739.2

For further information call 01922 620233 21/05/2019 15:00

ETN|FINEST SADDLES

A CLOSE CONNECTION Harry Dabbs has followed up its Platinum Italiano jump saddle with a dressage model saddle on the same tree.

This sleek, stylish saddle - designed with a touch of Italian panache - provides the close contact feel and ‘connection’ required to succeed in this demanding discipline.

The Platinum Pro Italiano features a wood laminated spring tree (guaranteed for the life of the saddle) and is covered with Italian calf leather for an instantly warm feel.

The saddle has Harry Dabbs’ performance panel, mono flaps and a Pro seat. It comes in a choice of tree sizes and width fittings.

Exports on the up for British saddle-maker Utopia Saddlemakers is enjoying a surge in export sales of its customisable saddles.

“More than 50% of our business is now to Holland, Germany and, most recently, Australia,” said Helen Stone, who runs the company with her husband Nick Stone.

“This is since we exhibited at Spoga, Cologne in early September. And customers are re-ordering saddles from us too.”

Pictured is Utopia’s best-selling model, the Janus dressage saddle.

With an RRP of £1,950, its elegant design makes for a close feel and contact with the horse. Like all Utopia saddles, it’s made on an adjustable tree and can be customised for horse and rider.

Recent export success is quite a coup for the Staffordshire based company which was founded just five years ago by Nick Stone and his father Bramwell Stone, a Master Saddlemaker.

The family’s connection with the trade began in the 1930s when Sarah Ellen (Nelly) Stone worked at

Jabez Cliff (later Barnsby) as a football stitcher.

She famously made a ball for the 1931 FA Cup final.

Bramwell Stone served his apprenticeship at Jabez Cliff under legendary saddle-maker Oliver Moreton. His son, Nick - who today runs Utopia, was an apprentice at E Jefferies & Sons before moving to A J Foster Lauriche, after which he spent 14 years at Albion Saddlemakers.

RETAIL TIP THINK ADD-ON SALES • Girths, pads, saddlecloths and stirrups make perfect add-on sales opportunities when someone’s just bought a new saddle.

• Saddle brands are important to consumers.

No longer is the maker’s logo confined to the nail-head - it’s emblazoned across the saddle cover too. In fact, the latter is a lovely free sweetener when a customer buys a new saddle - so do ask your suppliers for covers.

• Riders’ enthusiasm for tack cleaning is understandably boosted following a purchase.

So suggest a suitable cleaner/conditioner and even a fresh sponge or two. And do they need a new saddle rack? It all adds up…

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Saddle makers’

TITLE|ETN

Directory ADVERTISEMENT FEATURE

BLISS OF LONDON LOCATION: Aldridge, Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: English leather performance saddles - dressage, jump, eventing, all purpose, pony, polo, endurance, icelandic.

BRANDS OF SADDLES AVAILABLE: Bliss of London & Loxley by Bliss DO YOU OFFER A BESPOKE SERVICE? Yes. All our saddles can be custom made with a wide variety of options to help create the perfect fit. Our mix and match options of panel, flap, block, seat and tree allow for complete fitting flexibility. The Loxley range is now available on our adjustable tree with interchangeable gullet plates.

SPECIAL FEATURES OF YOUR SADDLES: As a BETA 2019 Innovation Award winner we are always striving to create products that push the boundaries of tradition. We value the opinions of our saddle fitters on the ground; and together with our in house design team of riders, saddle fitters and master saddlers; we are helping improve performance of riders and horses.

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: Yes ARE YOUR SADDLES WARRANTED? Yes ACCESSORIES AVAILABLE: We offer a full range of English made bridle work including; bridles, girths, stirrup leathers, martingales and breastplates. We also produce a range of dog collars and leads.

HOW OLD IS YOUR COMPANY? 8 years old ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We offer in house one to one training days so fitters can gain a full understanding of the brands and their options. We are always available by phone or email for fitting advice for those trickier fits. We also pride ourselves on our delivery times, communication, dealer promotion/support and excellent customer service.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No CONTACT DETAILS: T: +44 (0)1922 745151 E: contact@bliss-of-london.com W: www.bliss-of-london.com

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ETN|SADDLE MAKERS’ DIRECTORY

JOHN WHITAKER INTERNATIONAL LIMITED

IDEAL & WRS

JEREMY RUDGE SADDLERY LTD.

LOCATION: Walsall

LOCATION: Walsall, West Midlands. UK

TYPE OF SADDLES MANUFACTURED: Ideal is one of the largest manufacturers of all leather saddles on wooden saddle trees in the world, offering an extensive range of dressage, show jumping, eventing and showing styles.

TYPE OF SADDLES MANUFACTURED: Leather Saddles. General Purpose, Dressage, Jumping and Endurance in Traditional and Monoflap styles.

BRANDS OF SADDLES AVAILABLE: Ideal, Walsall Riding, Barclay & Co. DO YOU OFFER A BESPOKE SERVICE? Yes SPECIAL FEATURES OF YOUR SADDLES: Ideal & WRS offer a truly custom-made service, with over 300 variations of saddle tree forming the backbone of Ideal’s impressive range of 75 different saddle models. Ideal can facilitate thousands of custom changes throughout its broad ranges of saddles, with precise variations possible across all the building blocks of saddle design, including back and front gussets, gullet widths, sizes of drop panels, linings, point straps and more.

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: Yes ARE YOUR SADDLES WARRANTED? 3 year warranty on saddle trees used under normal riding conditions. 1 year of workmanship and materials under normal riding conditions.

ACCESSORIES AVAILABLE: Girths and stirrup leathers HOW OLD IS YOUR COMPANY? 33 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Ideal & WRS manufacture over 5,000 saddles per annum and is the largest manufacturer of wooden saddle trees in the world. By working closely with saddle-fitters the Ideal & WRS team (which itself comprises 3 SMS qualified saddle fitters, 2 master saddlers and competitive riders) puts the comfort and performance of the horse at the heart of every saddle build.

Ideal & WRS is located in the heart of Walsall and employs 73 skilled craftsmen and women across 2 manufacturing sites of approx. 11,000 sq ft.

A brand-new saddle design is about to be launched by Ideal - the Technical & Traditional’ or ‘T&T’ which will be available to retailers in the very near future.

CONTACT DETAILS: T: +44 (0)1922 620233 E: info@idealsaddle.com W: www.idealsaddle.com

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BRANDS: Jeremy Rudge and Horizon DO YOU OFFER A BESPOKE SERVICE? Yes. Saddles are produced made to measure, using traditional, hand-made techniques. Our saddles combine the expertise of a Master Saddler and a Qualified Fitter.

SPECIAL FEATURES: The optimum “tree” style and shape is selected, measurements taken and templates made prior to manufacture.

Supply includes a full fitting service and factory fitting during manufacture, if required.

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: No ARE YOUR SADDLES WARRANTED? Yes. Saddles 12 months. Trees 5 years.

Subject to fair wear and tear and normal riding conditions.

ACCESSORIES AVAILABLE: Girths and stirrup leathers in matching colours.

HOW OLD IS YOUR COMPANY: Established 1988.

INTERESTING FACTS: Jeremy Rudge Saddlery Ltd is an international business. As well as the UK, key markets are Europe, particularly Scandinavia, US and Canada.

LOCATION: Rochdale, Lancashire TYPE OF SADDLES MANUFACTURED: We make saddles for all disciplines and a choice of either Full Leather or Leather/ Synthetic Mix BRANDS OF SADDLES AVAILABLE: John Whitaker and Whitaker DO YOU OFFER A BESPOKE SERVICE? No SPECIAL FEATURES OF YOUR SADDLES: All of our saddles are adjustable, whether on the heat moulded elastic nylon tree or the gullet system, they can be adjusted from Narrow to XX-Wide. They can also be further flocked for the perfect fit.

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: Yes ARE YOUR SADDLES WARRANTED? Yes, the Leather is guaranteed for 2 years and the tree is guaranteed for life.

ACCESSORIES AVAILABLE: Yes HOW OLD IS YOUR COMPANY? 21 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Starting as a small family run business by celebrated show jumper John Whitaker in 1998, we continue to grow year on year and are now a firm favourite within the equestrian industry. After many years of providing top quality competition products to our customers, we have designed and sourced a range of saddles that would not only suit customer requirements but would be extremely good value for money.

CONTACT DETAILS: T: +44 (0)1706 340500 E: info@johnwhitaker.com W: www.johnwhitaker.com

INTRODUCTION FEE: Negotiable CONTACT DETAILS: Unit 2 College Farm, Bosty Lane, Aldridge, Walsall, WS9 0LF. England.

T: +44 (0)1922 455233 F: +44 (0)1922 455899 E: sales@ jeremyrudgesaddlery.co.uk W: www. jeremyrudgesaddlery. co.uk

Saddle makers’ Directory

SADDLERY BRANDS INTERNATIONAL LOCATION: Our United Kingdom office and showroom is located in Chipping Norton, Oxfordshire.

TYPE OF SADDLES MANUFACTURED: As the industry leaders in saddle innovation, we pride ourselves on the manufacture of world-leading saddle brands with a focus on horse comfort.

BRANDS OF SADDLES AVAILABLE: High-performance Bates Saddles and easy-care Wintec Saddles.

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SADDLE MAKERS’ DIRECTORY|ETN DO YOU OFFER A BESPOKE SERVICE? A number of the high-performance Bates Saddles models are available to special order in premium Luxe Leather.

SPECIAL FEATURES OF YOUR SADDLES: We pride ourselves on finding creative solutions for genuine horse and rider concerns. It gives us great joy to have developed innovations that dramatically improve horse comfort with our CAIR® Cushion System and EASY-CHANGE® Fit Solution.

DO YOU DEAL WITH: Bates Saddles and Wintec Saddles are sold to riders across the United KIngdom through our vast network of dedicated specialist retailers/saddle fitters.

ARE YOUR SADDLES WARRANTED? Absolutely, both Bates Saddles and Wintec Saddles feature a world-wide guarantee, outlined in the saddle ticketing and on the respective websites.

ACCESSORIES AVAILABLE: The Bates Saddles range of accessories includes Bates Stirrup

Leathers, Bates WEBBERS®, and associated saddle care and production products. The Wintec Saddles range of accessories includes Wintec Stirrup Straps, Wintec WEBBERS®, Wintec Girths, Wintec Comfort and Riser Pads and associated safety and care products.

HOW OLD IS YOUR COMPANY? / ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We are a fourth generation family saddlery company that started making saddles in 1934.

From our inception we always looked for ways to innovate and improve saddle design, pioneering saddle adjustability and many of the performance features that are now considered standard in saddles for professional riders.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No CONTACT DETAILS: For more information please contact our friendly team on: T: +44 (0)1865 726900 E: enquiries@ saddlerybrandsinternational.com W: www.saddlerybrandsinternational. com

FAIRFAX SADDLES LTD LOCATION: Waslall England TYPE OF SADDLES MANUFACTURED: English GP, Jump, Dressage, Cob & Pony BRANDS OF SADDLES AVAILABLE: Fairfax, Kent & Masters, Thorowgood DO YOU OFFER A BESPOKE SERVICE? Performance Dressage models are available with custom flap options.

SPECIAL FEATURES OF YOUR SADDLES: All saddles are made entirely in the UK. All feature the SimaTree changeable gullet bar system.

Saddles are flocked with English wool.

Fairfax Performance Dressage models feature the patented Fairfax Performance Dressage Panel (GB2515079B), scientifically proven to relieve pressure and improve the horse’s performance (Journal of Equine Veterinary Science July 2017 Volume 54, Pages 60-69).

Fairfax Performance Jump and XC models (with the exception of the Harry Meade XC) feature the patented Fairfax Performance Panel (2505962B).

DO YOU DEAL WITH: RETAILERS: YES SADDLE FITTERS: YES

Materials and workmanship are guaranteed for 12 months subject to fair wear and tear.

Repairs and alterations should only be carried out by authorised stockists.

ACCESSORIES AVAILABLE: Fairfax Performance Girth, Fairfax Performance Breastplate, Fairfax Rio Headcollar, Fairfax Calf Stirrup Leathers, Kent & Masters Hide Stirrup Leathers, Thorowgood GP Girth, Thorowgood Dressage Girth, Tuff Stirrups.

HOW OLD IS YOUR COMPANY? More than 30 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Fairfax Saddles uses a combination of Pliance pressure mapping and Centaur Biomechanics gait analysis to develop and test its products scientifically. Three peer-reviewed research papers have been published in scientific journals and five GB patents have been awarded on its unique and innovative products. Fairfax Saddles is the only saddlery company to have received the Queen’s Award for Innovation, which was awarded for the Performance Girth.

CONTACT DETAILS: T: +44 (0)1922 711676 E: info@fairfaxsaddles.com W: www.fairfaxsaddles.com www.kentandmasters.co.uk www.thorowgood.com

ARE YOUR SADDLES WARRANTED? SimaTree saddle tree (conforms to BS 7875) is guaranteed for 5 years.

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ETN|SADDLE MAKERS’ DIRECTORY

SOLUTION SADDLES LOCATION: Derbyshire, UK

HARRY DABBS AND JEFFRIES SADDLERY LOCATION: Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: Leather BRANDS OF SADDLES AVAILABLE: Platinum, Harry Dabbs and Jeffries DO YOU OFFER A BESPOKE SERVICE? Yes, we have a large selection of trees and offer a choice of flap lengths, panels, blocks and leather types. Customers can also personalise with coloured piping. We also offer patent leather, carbon or tartan for use on the back of the cantle.

SPECIAL FEATURES OF YOUR SADDLES: Saddles manufactured under Platinum and Harry Dabbs feature the performance panel which leaves the back slightly sooner than a conventional English Panel, this allows freedom over the lumbar region prompting lift through the back and encourages engagement of the hind quarters. We have a large selection of laminated spring trees (made in-house) and panel options including the Future panel. Customers can also choose a standard or close contact twist. Saddles from Jeffries feature a traditional wool flocked English panel and a choice of either a standard or close contact twist. There is a choice of laminated trees including the new Sport, Liberty and XP (manufactured in-house) and a wide selection of models for all disciplines.

TYPE OF SADDLES MANUFACTURED: The SMART™ Saddle Range: A comprehensive collection of fully flexible sports saddles, suitable for all horses and riders.

BRANDS OF SADDLES AVAILABLE: The full range of SMART™ Saddles DO YOU OFFER A BESPOKE SERVICE? Yes. Handmade in the UK, the fit of all SMART™ saddles can be easily customised for both horse and rider to ensure a tailor-made feel for optimal performance. A nationwide network of specialist Approved Advisors offers a fitting and test riding service plus a free trial or extended rental period.

SPECIAL FEATURES OF YOUR SADDLES: The fully flexible saddle system allows for seasonal changes in back shape and weight fluctuations. One saddle can be easily fitted to multiple horses.

By flexing with the movement of the horse’s back and accommodating changes in shape and muscle dimension, the SMARTTM saddle allows total freedom through the stride cycle and promotes long-term good back health throughout the seasons.

Constructed using scientifically tested SMART™ FLEXTech technology, the state-ofthe-art impact-absorbing materials protect the horse’s back from pressure and trauma.

The unique flexible design is combined with a W-girthing system to ensure maximum security and stability.

DO YOU DEAL WITH: RETAILERS: Yes, we provide stockists with a range of SMART saddles.

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: Yes

SADDLE FITTERS: Yes, we provide demo stock with zero financial investment and free annual training to saddle fitters.

ARE YOUR SADDLES WARRANTED? Yes, we encourage customers to register their saddle with us. We also guarantee the trees for life.

ARE YOUR SADDLES WARRANTED? 12 months manufacturer’s warranty.

ACCESSORIES AVAILABLE: Girths and stirrup leathers under the Harry Dabbs range. Under Jeffries we offer a huge selection of accessories including bridles (and the new Gentle Bridle), bits, girths, Stirrup leathers etc via our website www.ejeffries.co.uk HOW OLD IS YOUR COMPANY? Harry Dabbs was founded in 1970s Jeffries established in 1820!

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Harry Dabbs Saddle Makers and Jeffries Saddlery are owned by Vale Brothers Ltd. Our team of saddlers from both brands work alongside each other at our premises in Walsall. Jeffries specialises in standard ‘off the peg’ models whilst Harry Dabbs provides a bespoke service, this means each has its own customer base and complement each other perfectly. Our saddles are manufactured by hand to maintain consistency and quality.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No CONTACT DETAILS: Vale Brothers ltd T: +44 (0)1922 642222 W: www.harrydabbs.co.uk www.ejeffries.co.uk

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WHOLESALERS: No

ACCESSORIES AVAILABLE: Solution Saddles provide a range of custom made and recommended accessories to complement the SMARTTM saddle range.

HOW OLD IS YOUR COMPANY? Solution Saddles was established in the UK in 2006.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Following on from her background as a highly successful rider and trainer in both dressage and eventing, SMARTTM Saddle designer Dr Anne Bondi BHSI was awarded a doctorate for her novel research of horse, saddle and rider interaction.

Solution Saddles offer a comprehensive try-before-you-buy trial service via our nationwide network of Approved Advisors, including a Home Consultation and Rental service as well as 0% payment plan options.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? Solution Saddles offer a tiered commission system to stockists and fitters.

CONTACT DETAILS: T: +44 (0)1909 720259 E: smart@solutionsaddles.com W: www.solutionsaddles.com

ZEBRA PRODUCTS LTD LOCATION: Flintshire TYPE OF SADDLES MANUFACTURED: The finest calfskin leather jump and dressage saddles BRANDS OF SADDLES AVAILABLE: Amerigo and Equipe DO YOU OFFER A BESPOKE SERVICE? Both brands offer a customisation and made-to measure service alongside their standard models SPECIAL FEATURES OF YOUR SADDLES: Amerigo - the quality and function of Amerigo saddles is constantly tested and perfected across all disciplines. Their saddles have independent Swiss flocked panels, plastic and unique wooden tree shapes. They are used by leading riders including showjumpers Steve Guerdat, dressage rider Lottie Fry and eventer Nicola Wilson.

Equipe - as used by Charlotte Dujardin, Ben Maher and Laura Collett. Equipe is renowned for innovation and quality. Its saddles boast foam panels (which help keep their suppleness and don’t deteriorate as quickly as other traditional foam panel fillings), with a choice of trees including plastic, wooden and ultra-light shock absorbing carbon fibre (the E-Carbon range).

DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: No ARE YOUR SADDLES WARRANTED? Life time warranties for plastic and carbon fibre trees, five years for wooden trees and two year warranties on the leather ACCESSORIES AVAILABLE: Both brands offer a full range of bridles and accessories HOW OLD IS YOUR COMPANY? 19 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Zebra is committed to supporting its retailers offering a host of tools to bolster their learning which includes saddle seminars and trips to the factory in Italy. The team has a dedicated saddle sales and training expert who also works with the company’s sponsored riders fitting their saddles. Plus there’s a host of marketing and show support for those that need it too. Currently Amerigo and Equipe are running two great offers. Amerigo are offering a free saddlecloth from Evolution Horse with each Amerigo saddle purchase. Equipe are giving away a Cavallo Bale Gilet with each Equipe saddle purchase.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? For retailers looking to sell Equipe and Amerigo, Zebra offers a special discount deal on demo model packages CONTACT DETAILS: Zebra Products T: +44 (0)1352 763350 To speak direct with Phil Lowe, saddle sales expert M: +44 (0)7890 550357 E: phil@zebraproducts.co.uk W: www.zebraproducts.co.uk

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ETN REPORTING|ETN

Turning back the pages…

For four decades, ETN has reported on the equestrian trade.

So let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

FIVE YEARS AGO…

In June 2014, ETN reported: ● Barnsby on the brink?’ was the headline… One of Britain’s oldest saddlery brands had used social media to invite consumers to “come to the factory, make me an offer and take one away.” ● Countrywide opened a new store in Liphook, Hampshire, following a merger with Denes Country Store. ● Lucy Higginson - Horse&Hound’s first female editor - stepped down after 12 years; Sarah Jenkins was appointed to the new role of content director. And at Horse&Rider, Louise Kittle took over from Alison Bridge who was retiring after 25 years in the job. ● Shires Equestrian and Spillers teamed up to present research proving that small-holed haynets may help horses on restricted diets to stay healthier.

TEN YEARS AGO…

In June 2009, ETN reported: ● Companies representing most major UK equine feed producers attended the launch of the BETA UFAS NOPS Code at Stoneleigh.

It was the culmination of four years’ work by the BETA Feed Committee, supported by the British Horseracing Authority. ● At the Winter Dressage Championships, pony-mad little girl Isabella Parker, daughter of British Horse Feeds’ marketing manager Simon Parker, was thrilled to present prizes to the advanced medium winner. The horse in question - a promising seven year old called Valegro - was equally thrilled with his carrots. ● Nostrilvet, an allergy blocker nasal spray for horses, arrived. The cellulose powder was said to form a gel-like material in the nasal tract to act as a barrier against mould, mites and pollens. ● Equestrians were getting agitated about “the new inflatable body protectors”. Rumours abounded of fallen riders helplessly floating in water jumps, and horses spooked by loud bangs because “inflatables are too easily activated by accident.”

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20 YEARS AGO…

In June 1999, ETN reported: ● London retailer W & H Gidden changed hands for the second time in under a year. The new owner was AWAITING Bromlake, headed by property PIC developer and dressage enthusiast Ian Blatchly. International dressage rider Richard Davison became the store’s marketing director with Charles Sloan as general manager.

Giddens had been acquired the previous October by Nicholas Marks, owner of Metropolitan Car Parks. ● The new Julia Roberts/Hugh Grant film Notting Hill catapulted Horse&Hound into Hollywood. Grant, of course, pretends to work for H&H to get to meet his love interest, played by Roberts. ● Country clothing supplier John Partridge, which had recently gone into liquidation, was acquired by Swaine Adeney Brigg.

The buyers said they would keep Partridge’s Staffordshire factory in production for the time being. ● BETA chairman and retailer Chris Burleigh scored two wins in eight days in his first season as a point-to-point owner. “Yes, I’ve won a shilling or two,” confessed the owner of The Horse Boutique in Leominster, Herefordshire.

30 YEARS AGO…

In June 1989, ETN reported: ● Margaret Morrison took over Ayrshire based Jet Set Saddlery. And Barry Dennis acquired P C Coutts of Inverness from George Coutts who had run the business for 36 years. ● Retailers had mixed views about the imminent introduction of Sunday trading, with ETN reporting that around 62% were against relaxing the law. ● Peanut oil was the main ingredient in Cabalox, a new product from Fison’s Radiol Health range. According to French scientists, the rub-in paste protected against strains and helped muscles work faster and more efficiently.

The secret was apparently the peanut oil’s ability to carry oxygen. ● In round-up of spectator fashions from Badminton, ETN reported that straw boaters enhanced with bright scarves, wide leather belts and flat pumps (as worn by Diana, Princess of Wales) were ‘in’.

EQUESTRIAN TRADE NEWS JUNE 2019 | 31

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ETN|RETAILER PROFILE “At events, people kept asking if I sold natural feed supplements.

I discovered Hilton Herbs at BETA International and decided to add them to my range. I really like that their products are purely plant based.”

According to Vicky, although the products have to pass the ‘natural is best’ test, affordability is also a big issue. “There are a lot of fantastic products out there, but they’re just too expensive for my customers,” she says. “I get very frustrated, because it sometimes seems like the fewer ingredients there are in a bottle, the more it costs.

Vicky Southern: “I love the business and community I’ve built up.”

A natural choice

Vicky Southern, founder of Northwich, Cheshire based EcoGreen Equestrian, tells Sara Walker about her unusual but effective business model.

EcoGreen Equestrian specialises in natural products for horse, dog and human. Retail sales are made on-line, through its show stand and via a network of ambassadors.

Founder Vicky Southern had horses as a teenager, then trained as a youth worker. “I worked with young people who’d been excluded from school, and I was getting disillusioned,” she says.

Around that time, her father invented an environmentally-friendly cleaning system for commercial vehicle wheels and needed something to inhibit rust after cleaning. He approached SafeCare Eco Holdings in Scotland, who also happen to make the Safe-Care Equine range.

“My dad saw the products, thought about my love of horses and wish for a career change, and basically strongarmed me into becoming a reseller,” says Vicky.

“It was a massive leap of faith. But I decided that if I was going to do it, I was going to do it properly. So in the Spring of 2014, I gave up my job, bought a scruffy gazebo and went out with my dad to sell at local horse shows.”

Every time Vicky passed a yard, she called in and dropped off some leaflets. She also tried to build up an on-line shop on Facebook.

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The following year saw her at British Eventing fixtures and other shows most weekends.

“That year, I woke up a lot in the night thinking: ‘What on earth have I done?’

I only had one brand to sell, and at the time no-one had really heard of it, so it was very difficult.

NATURAL IS BEST “There are so many brands on the market that it’s confusing, and people tend to stick with what they know.

We’re slowly getting there, though.

I built up the different brands slowly, mostly due to customer request.

“Good quality, organic or natural products should be available to everyone, not just those with deep pockets. I like to work with smaller, independent brands so that the market isn’t already saturated.

For example, I’ve just added some dog treats which contain only natural ingredients and are proving very popular.”

SALES AGENTS Vicky does the retailing and trade stands on her own. But she’s built up a team of 12, with sales agents selling on commission as well as brand champions and brand ambassadors.

“The brand ambassadors help promote the business in the real world, by going out and meeting people and talking about the products. There’s no hard sell, and they don’t earn a commission, just a discount for family and friends,” says Vicky.

“I meet potential ambassadors beforehand and build up a relationship. They have to use the products themselves, otherwise there’s no point. We have riders across all disciplines and each one has their own personal favourite products according to their own horses and what they do.”

How it all began: The Ecogreen Equestrian trade stand.

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RETAILER PROFILE|ETN Brand champions, on the other hand, promote Ecogreen Equestrian on social media by using, writing about and photographing the brands in use.

They include autistic rider Lydia Honeyman and her share horse Lola.

Vicky’s newest ambassador is Wrexham based dressage rider Saira Sheldrake. She says: “I got in touch with Vicky about five months ago, because I was having a few issues with my dressage horse.

“He’d had white line disease and was wearing heart bar shoes, which are impossible to clean properly underneath. I was also looking for some magnetic boots that only covered the pasterns. I found what I was looking for on the EcoGreen website with Safe-Care Equine’s Bio Hoof germicide spray and boots from Equine Magnetix.

“Now, when I go out and about to yards and events,” adds Saira, “I suggest products to people - but only if I’m asked. I’m not on commission, I just really believe in these products.”

As for Vicky, despite what she describes as a few ‘eek’ moments over the years, she has no regrets about setting up EcoGreen Equestrian.

“I love the business and community I’ve built up.”

ETN ASKS VICKY AND SAIRA… Vicky, what products do you use yourself?

Stable Hands hand cream by Elegance Natural is great, a tiny bit goes a long way. And if I’m on my feet all day on a trade stand, the magnetic clip by Eaze Away helps ease back ache.

Saira, what horses do you have?

Three - my dressage horse Squirrel (aka Screwy), Valentino and my Connemara, Roger.

Vicky, what’s best and worst about running your own business?

The best bits are not having to work fixed hours and seeing all the effort I’ve put in come to fruition. Flexible hours can be the worst bit too because you tend to end up working seven days a week.

Vicky, how do you choose additions to your range?

By seeing things at exhibitions such as BETA International, but sometimes people contact me with

products. Our eventing brand ambassadors are testing an ice cooling boot; if they like it we’ll probably add it to the range.

Vicky, what’s your best seller?

Eqwax natural fly repellent just flies off the shelves…

Vicky, who are your customers?

People who are interested in the eco side of things, but also who don’t have spare cash to fritter.

I get a lot of repeat business at events, but interestingly, what sells at the shows isn’t necessarily what sells on-line. Some products are best seen in person.

Saira, what do you like about the Ecogreen ethos?

I have a master’s degree in biodiversity conservation, so I’m interested in the environmental credentials and natural ingredients as well as the value aspect.

ALL THE WOW.

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ETN|ENVIRONMENTAL MATTERS

How green is your business?

Horses have always been the ultimate in ‘clean, green’ transport. And now the wider equestrian industry is doing its bit to protect the environment too, as ETN reports.

You can’t beet a bit of upcycling Resourceful horse owner Diane Thomas has transformed her empty Equiglo Quick Soak 10 Minute Beet sacks into shopping and yard bags.

“We were really impressed to see Diane’s upcycling project,” said Simon Parker, of feed manufacturer Henry Bell. “We’re delighted that Diane has found such a novel way of extending the life of our bags and putting them to such good use.”

Diane, from Riseley, Bedfordshire, owns Jerry (Zheraton), a 17hh warmblood with whom she does dressage, endurance and Trec.

Equiglo Quick Soak 10 Minute Beet is an integral part of his high-fibre diet, leaving Diane with plenty of ‘empties’. “There was one weekend when it did nothing but rain, so I got the sewing machine out and made a handy, new shopping bag,” she said.

GIVING WASTE THE BOOT Every component of Aigle’s Parcours boots contains recycled material.

Before vulcanisation - the heating process that improves the elasticity of rubber, offcuts are added back into the mix.

Thus 40% of the uppers and 87% of the reinforcements are made from recycled rubber, with the outsoles containing 20%.

The scrap material from the Parcours’ lining is also recycled; and the insoles contain 50% recycled material.

Aigle boots are made in France.

The complete package The Golden Paste Company has changed the packaging on its equine, pet and human ranges to address environmental impact.

CLEAN UP CAMPAIGN Swedencare UK, distributor of pet oral hygiene product ProDen PlaqueOff, did its bit to support the Marine Conservation Society by helping out at a beach clean-up.

The event took place on a bracing day at Formby, Lancashire when the team joined 30 volunteers on the sands. Their aim was to remove plastic from the shore before it could be washed back into the ocean at high tide.

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Firstly, there’s been a move away from plastic to cardboard packaging where practical. Plastic remains in TurmerAid packaging, however, because cardboard wouldn’t protect the dried product against damp or rodents.

The Golden Paste Company’s packing tape is now paper based with a sticking agent manufactured from potato starch and inks made from vegetable oil. Plastic bubble wrap has been replaced with potato starch packing peanuts which cleverly dissolve under a running tap with no chemicals released - just starch.

Where possible, plastic packaging has been changed to cardboard tubes, including for the BETA International innovation award winning TurmerEase pet supplement packaging.

Says managing director Janine Kell: “We have worked hard over the last few months to redress our packaging, as we know we’re not perfect.

“We will continue to bring in recyclable and reusable packaging wherever possible. We want to ensure the impact on the environment will be less no matter how the packaging is disposed of.”

She adds that, while Golden Paste is still packaged in plastic, it is BPA [an industrial chemical] free and recyclable once the spout has been removed.

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ENVIRONMENTAL MATTERS|ETN

Why we need guidance There are challenges facing businesses trying to do their best for the environment, says John Felton, managing director of Woof Wear, who calls for clear guidance from Government.

“David Attenborough has singlehandedly brought environmental concerns to the fore and brought home the urgency of acting now before it’s too late.

So, as a business, what can Woof Wear do to make a difference?

Last year we made three commitments to be achieved by the end of 2020: 1. Eradicate single use plastic.

2. Discontinue the use of PVC. 3. Make sure our products are sourced from environmentally sound suppliers.

Now I’d like to share the difficulties of achieving just these commitments, and the perennial problem of deciding whether it’s really the right thing to do for the environment.

Single use plastic has got to be a bad thing - right?

Like most suppliers, we have each of our products packed in individual polythene bags to protect them during transit and storage, and therefore make sure they look their best in store.

The result is that we ship around 250,000 bags every year which are thrown away as soon as the product goes on retail display.

We have considered alternatives.

The first was whether we could ship without bags. The problem is that consumers expect everything to look pristine with no marks or blemishes, so we quickly discounted the ‘no bag’ option.

We are about to trial compostable bags to replace polythene bags, but (although the answer seems

obvious) is this the right thing to do for the environment?

Indeed, ‘doing the best thing’ for the environment is a complex equation.

It’s not just about the disposal of a product - the whole lifecycle of a product must be considered. How much energy and water transit is involved in the manufacture, and does it work as effectively as its polythene counterpart?

A recently published Danish study calculated that in order to have similar environmental impact, re-usable plastic grocery bags must be used at least 35 times whereas a cotton bag must be used 7,100 times (that’s once a day for almost 20 years).

These lifecycle assessments reflect the relative environmental cost of growing and processing the cotton, not just its disposal.

Back to our compostable bags.

How will they be recycled?

Compostables are designed to be recycled in an industrial composting facility together with food waste. I’m not sure if it’s possible to arrange recycling on an industrial scale (maybe it is for some of the larger retailers) but unless it’s possible, then most of these bags will go to landfill.

And here’s the thing; compostable bags do not breakdown in landfill because they need oxygen and microorganisms in order to compost.

Woof Wear wants to do the right thing for the environment, but it is very difficult to know the best way to achieve it. What’s really needed is clear guidance from central Government, based on science, and backed up with infrastructure to allow best disposal.

In the meantime, we will continue to fulfil the commitments we have made and hope it’s the best thing for the environment.”

ZERO LANDFILL POLICY Dodson & Horrell is using recyclable paper sacks for packing horse feeds where possible and giving customers the option to buy herbs in pouches which have historically been in tubs.

The company says it’s also using only those disposal contractors who have zero-landfill policies.

“We reduce waste of any resources where we can, whether energy, ingredients or packaging, throughout the process from sourcing right through to disposal,” adds a spokesman.

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For goodness’ sake The chance to support local manufacturing is influencing horse owners’ choices when they buy feed, says Dengie.

The alfalfa used to manufacture the company’s fibre based feeds is grown across 5,000 acres, with an additional 1,000 acres of grass - all of which are within a 20 mile radius of Dengie’s production sites.

The crops, therefore, have very low ‘feed miles’. Even the oil coating used in Dengie’s molasses free feeds is UK grown rapeseed oil.

It’s also important to some environmentally aware customers that Dengie feeds are GM free, making them suitable for feeding to horses on organic holdings.

Use of high temperature drying to conserve forage allows crops to be harvested over a long season. While the technique also produces feeds with low mould counts which contribute to a clean environment in stables.

The environmental benefits of growing alfalfa are vast, says Dengie.

Mainly due to the plant’s deep and vigorous perennial root system and protective canopy of leaves, alfalfa is able to take nitrogen from the atmosphere and convert it into its own tissue as well as putting some back into the soil.

This negates the need for additional fertilisers; while crops that follow in the field require less fertiliser too.

Alfalfa is left in the ground for three years which reduces land tillage, something research suggests is beneficial for carbon capture.

Alfalfa also fulfils a useful role in crop rotation by suppressing weeds, such as blackgrass, that are common to annual crops. Blackgrass is said to be developing resistance to chemical sprays, and therefore is fast becoming a problem to farmers.

As a break crop, alfalfa offers an environmentally sound, effective and chemical free option to fight blackgrass and other weeds without the need for extensive spraying.

Finally, alfalfa provides a welcome habitat for wildlife thanks to its good nesting cover, abundant insects, perennial growth pattern, and feeding opportunities.

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ETN|EQUESTRIAN MEDIA

It’s a jungle

out there!

Tim Smith of leading equestrian PR and marketing agency TSM considers changes in our industry’s media opportunities in the last 12 months - and provides the lowdown on what’s hot and what’s not...

A year races past at speed, especially as the birthdays start to add up, and it’s certainly been a tough 12 months for many publications and media houses.

Where should brands and businesses put their hard-earned marketing budgets? What works best for certain product categories such as legwear and leisure clothing may not work so well for horse feed and supplements or saddlery. It can be a minefield!

Whatever the final decisions, running a successful, profitable business means finding the best return on investment you can.

On the advertising front, the market place is not for the faint-hearted with magazine circulations levelling off, while some continue to fall.

Social media allows consumers to read the latest news and results way ahead of publication dates.

And as we’re bombarded with facts, figures and information, do we really want to read a lengthy feature when time is short?

The ‘snap shot’ era has definitely arrived with the creative word somewhat tarnished for the younger generation.

Anyway… enough of this - onwards and upwards. Let’s take a look at the highs and lows of the last 12 months.

Horse&Hound - A year of consolidation and holding their own. H&H is still the must-read on a Thursday for those who like to turn the pages; and on the digital front it’s doing a great job with the latest news and advertising opportunities.

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Horse&Rider - They remain at the forefront when it comes to major features on health and wellbeing, cover a myriad of interesting topics from training to veterinary and include all the latest product news. H&R now has a wider choice on the digital front which looks set to grow.

Your Horse - For those looking for practical, easy to understand, down to earth advice and to keep up with everything new, whether it’s bedding or saddlery readers are looking for, it can’t be beaten.

Your Horse & Country - Bursting at the seams with a mix of lifestyle, equestrian news, products and services, this quarterly publication looks set to stand the test of time.

PONY - the first magazine to drop through the door when I was eight years old, and still as good as ever if not better! The editorial team continue to come up with innovative ideas to keep the younger reader happy.

Equi-Ads - Remains reliable in quality on the ‘freebie’ front, with a strong circulation, plenty to read and regular advertising support.

GB Rider - Full of news and features, the team is producing six issues this year having changed to a bi-monthly schedule.

Redpin - with seven regional titles plus Showing World, Native Pony and In Harness, the Redpin team provides nationwide as well as specialist discipline coverage.

Regionals - while some remain as strong as ever, some appear to be waning. Pegasus, Central Horse News, Equitrader, Equestrian Life, Absolute Horse, Northern Horse, Southern Horse, Midland Horse and Eastern Horse all continue to provide great coverage for their regions.

The south-east publication Local Rider has gone purely on-line as has Equine which is based near Carlisle.

Discipline led - if it’s looking your best that gives you a buzz it has to be Showing Journal which goes from strength to strength. For canter pirouettes and industry news British Dressage has the answers; whether heading to Badminton, Burghley or Bramham, the best read is British Eventing, while fans of Scott Brash and Ben Maher had better opt for Show Jumping. For race-goers Owner and Trainer has the vote and members of British Riding Clubs and the British Horse Society have good reads in RIDER and British Horse magazines with their excellent and growing circulations. If it’s a trap and a pony that floats your boat Carriage Driving is the go to publication, or if breeding is your passion check out British Breeder.

On-line - I have no doubt that on-line will continue to grow and become ever more important. Those moving with the times are Eventing Worldwide, Everything Horse, The BIT UK, Horseytalk, Equestrian Index, The Gaitpost, Horse Hour, World of Showjumping and Euro Dressage.

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EQUESTRIAN MEDIA|ETN

“Netflix for the equestrian world” Horse&Country (H&C) remains our only equestrian TV channel. But, as director and chief creative officer Richard Burdett tells ETN, it’s become so much more.

What are the different ways for viewers to watch H&C? H&C can be watched by anyone who subscribes to Sky or Virgin. That puts the channel in about 14m homes and currently accounts for the majority of our viewers.

However, there is a trend towards people taking greater control of their expenditure on video entertainment by subscribing to added value services they’re really passionate about.

That’s why we also now offer a direct subscription service, with no requirement for a cable or satellite contract. So Netflix for the equestrian world to all intents and purposes.

How do I subscribe?

There are a number of different options reflecting the different ways people are choosing to access video.

Viewers can subscribe directly via our website - horseandcountry.tv - for £5.99 per month. There’s no contract, so you’re not locked in.

There are also apps for your mobile devices, and for a number of streaming devices including Apple TV, Android TV, Roku, Amazon Firestick and Samsung Smart TVs, where you can use the same user name and ID as on the website. Another route is through Amazon Prime where H&C was one of the first channels to be selected for their Prime Video offer. This is a separate sign-on from H&C’s own managed services.

Live sport captures viewers’ imaginations.

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What are the benefits of subscription?

The subscription service enables us to offer viewers so much more than is possible on a simple linear channel.

For example, if you want to binge watch every Carl and Charlotte programme H&C has ever produced, they’re all at hand in the On Demand section.

If you want to make sure you follow William Fox-Pitt’s advice in his Masterclass Xtra to the letter, just take your phone to the yard with you. Or if, for once, you’ve lost the battle for control of the remote to a non-horsey other half, you can watch the live channel on your laptop.

Perhaps the biggest benefit of the subscription services is that they enable us to show far more live sport.

Indeed we’ve just streamed every minute of the Kentucky three-day event live to our subscribers. We’ll still be showing live sport on the cable and satellite service (including all of this year’s Rolex Grand Slam of Showjumping events) but the technology platform and cost structure of streaming enable us to do much more within the subscription service.

Look out for more live events soon.

Can streamed programmes be watched on a TV as well as a computer or phone? It’s much nicer to sit and watch on the big screen.

Yes, everything can be watched on your big screen, provided you have a connected TV. The websites and

mobile apps have Airplay and Chromecast support, which allows you to throw the image onto your TV. And if you subscribe via the streaming devices (Roku, Amazon Firestick etc) they plug straight in to the television, so the picture’s there from the start.

Are there advertising opportunities on the streamed programmes?

The same advertising that appears on the broadcast channel on Sky and Virgin can also be seen on the streaming service, and this is complimentary for all broadcast advertisers and sponsors. We also plan to introduce pre-roll video advertising around the on-demand programmes in the near future.

How does H&C rate sponsorship of its programmes versus taking slots in ad breaks?

Spot campaigns and sponsorship serve quite different purposes, so we offer both. Association with a certain type of programming through sponsorship can change perceptions of a brand - for instance a saddle brand that is strong with dressage riders may want to sit around showjumping to achieve awareness with that different audience - whereas a spot campaign offers both reach and frequency, to drive home product features and brand values.

H&C also offers product placement in shows we produce and bespoke branded content development and production for a variety of digital platforms including social media.

It’s widely agreed that the equestrian industry needs to recruit more riders.

Is there potential to achieve this through H&C? We’d like to think we can definitely play a role in growing participation levels, not least because the 400,000+ people who engage with H&C every month are the perfect advocates to convince their non-horsey friends to take up the reins.

Perhaps most importantly, as a video driven business, entertainment is at the heart of everything we do. This enables viewers with a little interest in horses to find out more, get more engaged, and learn about the sport. A great example of how H&C can help participation is a programme we made in partnership with the BEF a while back. Grassroots Dreams followed four ex-riders who, for one reason or another, had lapsed in their teens and twenties and, 20 years later, followed their path back to the grassroots championships at Arena UK. It was upbeat and inspiring, and we’re keen to work with the governing bodies on similar projects.

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ETN|EQUESTRIAN MEDIA

How times

have changed

This summer sees the 70th anniversary of DJ Murphy, publisher of PONY and Horse&Rider magazines.

“Guinness, Moss Bros and P&O Cruises were some of the big spend advertisers.”

David John Murphy started publishing PONY Magazine in 1949, after spotting a gap in the market for a magazine for young equestrian enthusiasts.

Since then, generations of pony-mad children and teenagers have grown up with PONY.

1960s

1985

1972

The October 1963 issue of PONY featured the Walt Disney film Flight of the White Stallions, with preview pictures from the film itself. In January 1964, PONY reported on a new miniature breed of horse being bred and raised in Argentina by rancher Julio Cesar Falabella. In March that year, PONY shared its 14th birthday celebration photos, including Catherine O’Sullivan (now Kate Austin, managing director of DJM) (pictured above) aged four years, blowing out the candles on the PONY birthday cake.

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In February 1963, Light Horse reported that the FEI was to allow women riders into the Olympic three-day event; and in May 1967, it featured plans for a National Equestrian Centre at Stoneleigh following funding being secured.

1970s PONY had increased in price to 15p an issue, and stallions at stud adverts took prime advertising positions.

In February 1972, an article included a riding school’s charges; a private lesson with the top instructor costing £2.10.

1980s The popularity and reach of equestrianism really took off in this decade with showjumping superstars such as Nick Skelton and John Whitaker taking the sport by storm.

Pony care advice included how readers should ‘strap their pony every day’ (a poll of the younger staff now at DJM shows that this technique seems long lost these days, along with wisping and thatching).

National banks sponsored showing and eventing series and mail order fashion was the norm. Advertisers included Lincoln, Charles Owen, Absorbine, Stylo Matchmakers, Caldene, Baileys, Carr & Day & Martin and Spillers.

Rather sweetly, readers could advertise for an equally horsey pen-friend in the magazine, to share their common love of

There was a serious lack of chin straps and New Zealand rungs were the

2019

Where it all began - the first issue of PONY magazine was published. It was black and white, 36 pages and had a cover price of one shilling - that’s 5p.

ShowJumping was first published the following year.

must-have in every tack room, along with a wax jacket for yourself.

2010

1949

1999

We look back over the decades at some of the key moments in the magazines’ history…

Guinness, Moss Bros and P&O Cruises, were some of the big spend advertisers who featured in Light Horse through the 60s. November 1960 was an Olympic souvenir issue covering the recent Games in Rome and celebrating David Broome and Sunsalve’s individual bronze medal win. It also highlighted the widespread worry about equestrianism in Great Britain, particularly with regards to dressage, following our disappointing overall results at the Games.

1994

In 1950, DJ Murphy (DJM) added ShowJumping to its stable of equestrian titles, but soon renamed it Light Horse to reach more owners and riders. Light Horse became Horse&Rider in 1981, and is now the UK’s best-selling equestrian monthly.

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EQUESTRIAN MEDIA|ETN

The 1980s were a challenging time for the British economy, with miners’ and printers’ strikes. There were some cliff-hanger moments during this time for DJM when the company’s striking print workers refused to print issues.

1990s In the March 1994 issue of PONY, Carr & Day & Martin advertised its new wipe ‘n’ groom range. The leather, insect repellent and Canter coat shine wipes were an innovation in the equestrian industry.

Pippa Funnell gave PONY readers an insight into her competition career following her 1993 win at Blenheim.

Pippa remains a firm favourite with PONY fans today.

1975

1951

“John Whitaker, Milton and his children starred in a series of photo-stories.”

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A NEW MILLENNIUM The outbreak of foot-and-mouth disease in 2001 was calamitous for farmers and the wider economy. It had a dramatic impact on equestrianism in the UK, with major events including the Cheltenham Festival and Badminton Horse Trials being cancelled, and equestrian companies of all shapes and sizes suffering significantly.

Although sales of equestrian monthly magazines were not affected, the ‘hit’ on advertising was considerable.

Dressage superstar Carl Hester, guest edited the May issue of Horse&Rider in 2005, giving readers his advice on how to ride leg yield, coping with hot horses and his guide to conformation. He even came into the Horse&Rider office to fulfil his duties.

PONY and Horse&Rider both launched their first websites - complete with games, gallery, competitions, forum and a shop - in 2005. Readers were encouraged to ‘be the first to ride the net’ with the fabulous new websites advertised in the November issues of the magazines.

20-TEENS PONY launched a new look in 2010, establishing it as a key player not only in the equestrian magazine market, but also the teen market. Now costing £2.50, PONY had free horsey themed gifts on the front of every issue.

The equestrian world beamed with pride in 2012 following Team GB’s amazing London Olympics success.

Left to right: John, Louise and Robert Whitaker star in a PONY photostory in 1994, Carl Hester guest-editing the May issue of Horse&Rider in 2005, Mark Todd after winning Badminton in 1980

“Striking print workers refused to print issues of the magazines.”

Horse&Rider covered the incredible medal haul and highlights in the October 2012 issue.

In recent years, although the printed magazines are still firmly at the forefront, digital content, communities and brand ambassadors now form significant elements of the PONY and Horse&Rider brands, ensuring they stay up-to-date and relevant to readers.

LOOKING AHEAD… Kate Austin, David Murphy’s granddaughter and managing director of DJ Murphy, says: “We are hugely proud of the company’s successes over the last 70 years, during which time we have sought to educate and inform all ages of riders in an entertaining and interesting way.

“Over the years, we have overtaken, and in many cases, seen off, competition from the major publishers.

It is testimony to our dedicated staff including my mother and company director Marion O’Sullivan who turns 90 this year and still selling advertising in the magazines - and loyal and supportive readers that we continue to go from strength to strength.”

2019

Although it seems astonishing now, alcohol and cigarette brands made up many of the key advertisers throughout the 1980s, as was the norm across many industries. Other advertisers included Radio Rentals and Philips Teletext, demonstrating technology changes across the decades.

September 1999 saw the magazine publish a tribute to Milton who was peacefully put to sleep earlier in the year. The great grey had really captured the hearts of PONY readers, so it was only fitting that he got a very special goodbye in its pages.

2005

The annual Martini Awards, run by DJM and sponsored by the drinks brand, featured in the March 1981 issue. Readers voted for their favourite equestrian personalities and the glamorous awards presentations inevitably boasted famous riders and celebrities.

In August 1999, PONY celebrated its 50th anniversary in a special commemorative issue, with a silver cover and a birthday party for 50 lucky readers.

1993

The June 1980 issue of Light Horse featured a Badminton review, reporting on a 24 year old Mark Todd’s win.

Light Horse became Horse&Rider in 1981 and was priced at 50p.

John Whitaker starred in a series of photo-stories throughout 1994, with the legendary Milton, alongside his children Louise and Robert - a huge hit with PONY readers of all ages!

1980

horses through letters - the 80s equivalent to social media.

EQUESTRIAN TRADE NEWS JUNE 2019 | 39

21/05/2019 15:00

ETN|MEDIA DIRECTORY

Media

Claire has over 20 years of experience, initially working within the fashion house Karen Millen Ltd before combining her experience with her passion and moving into equestrian PR and marketing.

Following the move Claire has had the pleasure of building Creative Equine into a multi-media agency working on behalf of many leading brands in the equestrian industry including Saracen Horse Feeds, TheraPlate UK, Toggi, Champion and Sophie Wells MBE to name just a few.

Directory

CURRENT CLIENTS: Known for providing structured marketing campaigns, creative design work and on trend social media management, we are the first choice for an array of the equestrian industry’s finest brands and businesses. Our focus is to help our clients’ businesses realise their potential, using our unrivalled approach to all things digital to produce the market-leading results they’re looking for.

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Creative Equine are a forward thinking, results driven agency who are committed to remaining at the forefront of the digital space, creating a tangible difference for our clients.

HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED? We understand equestrian businesses. Using a tailored approach with each and every one of our clients, we ensure their on-line presence cuts through the noise, and engages with the right audience at the right time.

CREATIVE EQUINE BRIEF PROFILE: Creative Equine are an innovative, forward thinking digital marketing agency who are passionate about everything equine.

We specialise in connecting brands and businesses with their target audiences in the equestrian industry, delivering a real commercial advantage to our clients. Our team’s inside knowledge and experience in the industry allows us to create intelligent, integrated and creative campaigns for both growing and long-established brands.

CONTACT DETAILS:

KEY PEOPLE:

Creative Equine can be found on all major social media channels including Facebook, Instagram, Twitter and LinkedIn.

Claire Allmett, Managing Director.

Claire Allmett T: +44 (0) 7803 728646 E: Claire@creativeequine.co.uk W: www.creativeequinemarketing.co.uk SOCIAL MEDIA:

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SPECIAL REPORT FLU OUTBREAK EXPLAINED

2019 SHIRE

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12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 40

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21/05/2019 15:00

MEDIA DIRECTORY|ETN

HOLDSWORTH PR BRIEF PROFILE:

JB PROMOTIONS SPORTS PR & EVENT MANAGEMENT

KEY PEOPLE:

BRIEF PROFILE:

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED:

At JB Promotions we like to think of ourselves as an extension of our client.

Our creative and experienced team can add real value to campaigns using a wide range of skills. We develop original ideas, managing fundraising and sponsorship agreements, securing extensive media coverage as well as setting up and running events on the day. We pride ourselves on our attitude and leave no stone unturned to deliver objectives, at the same time as being easy to work with and able to adapt should a client’s priorities change. We enjoy working with some of the most prestigious names in the equestrian and sporting world as well as creating awareness for the smaller and developing businesses in the sport arena.

Niamh Allen, April Clough, Charlotte Goodby, Kim Forster, Bridget Jennings, Pippa Vile

Our extensive contact list, depth of experience, creative skills and superb team make us the ‘go to’ agency for all your PR requirements.

TELEPHONE: 01458 250200 / 07850 822820 EMAIL: team@jbpromotions.co.uk WEBSITE: www.jbpromotions.co.uk SOCIAL MEDIA: Facebook: www.facebook. com/JBPromotions

Rachael Holdsworth, MCIPR, Senior Consultant; Henrietta Smyth, PR Account Manager HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Finding the time to focus on marketing communications is hard when you are running a business, and yet a wellplanned, integrated campaign can make a successful business. We will turn your marketing ideas into reality, delivering your message and making sure you are seen and heard throughout the equestrian world.

BRIEF PROFILE:

TSM is well-known for developing successful PR & marketing strategies to help businesses grow. We offer an excellent bespoke service for all our clients and provide a dynamic and inspirational approach to all aspects of public relations, marketing, print and design work.

CONTACT TEL NO:

KEY PEOPLE:

T: +44 (0) 1724 784600

Tim Smith (MD), Becky Taylor, Joanna Coulthurst, Sarah Mason, Jacqueline Spouge, Isobel Cooke, Harriet FosterThornton (Account Managers).

W: www.timsmithmarketing. co.uk

CURRENT CLIENTS: A wide variety of pet and equestrian clients, covering everything from veterinary supplies to fashion accessories.

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Our knowledge and experience as well as an extensive network of media contacts enable this agency to create an effective marketing mix that will see you in print, broadcast, digital and social media.

We can manage your advertising schedule, create artwork, run product launches and promotional campaigns, design and write newsletters, digital campaigns and customer incentives and manage sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that reach your target audience, increasing awareness, raising your profile and supporting sales growth.

CONTACT TEL NO: T: 01903 892060 W: www.holdsworthpr.co.uk

Your Voice in the Media Your Partner in Promotion

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HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED:

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 41

KEY PEOPLE:

Twitter: https://twitter.com/ JBPromotionsEM

TIM SMITH MARKETING LTD (TSM) is a full service PR and marketing agency, founded in 2002 and headed by MD, Tim Smith. We combine journalism, marketing and media expertise with a love for all things pet and equestrian related, along with a passion for country sports, luxury goods and fine dining.

A proactive and innovative agency that will get your message seen and heard in the equestrian and rural market sectors. Holdsworth PR offers a wealth of experience across all media and communication channels, getting results and helping companies and organisations in the equestrian and rural sectors to achieve their goals.

We care about your brand, and getting your message heard in the equestrian world and beyond.

Put your reputation in safe hands.

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ADVERT Holdsworth PR · · · · · ·

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Visit our website for more information or call us today to discuss your marketing needs in confidence and with no obligation.

www.holdsworthpr.co.uk Or call Rachael Holdsworth, Holdsworth PR Tel: 01903 892060 Email: rachael@holdsworthpr.co.uk

EQUESTRIAN TRADE NEWS JUNE 2019 | 41

21/05/2019 15:00

ETN|MEDIA DIRECTORY

EQUINE DIGITAL MARKETING EXPERTS WE’LL GET YOUR EQUINE BUSINESS NEW LEADS, SALES & CUSTOMERS Facebook Ads

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RESULTS THROUGH DIGITAL Results Through Digital are experts in digital marketing for Equine businesses. We will help to grow your business by getting you NEW leads, sales & customers using a proven digital marketing mix of LinkedIn, Google, Facebook and Instagram.

We offer all verified members of the British Equestrian Trade Association a 10% discount on all services we provide.

KEY PEOPLE: Jamie Wilson, founder TELEPHONE: 01244 747 334

EMAIL: equine@resultsthrough.digital WEBSITE: www.resultsthrough.digital/ equine SOCIAL MEDIA: www.facebook.com/ ResultsThroughDigital www.linkedin.com/company/ results-through-digital/

HORSEQUEST Established in 2000, HorseQuest is the UK’s leading equine sales website.

KEY PEOPLE:

https://resultsthrough.digital/equine

Call: 01244 747 334

Beth Sonley, Sarah Dye, Felicity Higson With 450,000 monthly visitors, and over 2 million monthly page impressions, HorseQuest provides an affordable an effective platform to advertise and promote your brand. We’re a friendly, flexible team who will tailor an advertising package to suit your needs, objectives and budget. With options from

site-wide packages to specific targeting options by equestrian discipline, have a chat with us about how you could use HorseQuest to promote your brand to our engaged equestrian audience.

T: 01608 819000 E: enquiries@horsequest.co.uk W: www.horsequest.co.uk

SPORTS PR & EVENT MANAGEMENT

With over 40 years experience

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42 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 42

ADVANTAGE

BY HORSEQUEST Advantage is an exclusive equestrian membership club, where members can enjoy discounts from our partner brands, tickets to the UK’s leading equestrian events, and unmissable competitions.

KEY PEOPLE: Alison Roeves, Sarah Dye, Kirsty Middleton Advantage brings your business a free platform to promote your brand to our member base.

By providing our members with a unique discount, offer or competition prize, you’ll receive unlimited promotion amongst our members - on the website, via eNewsletters and social media, and on our tradestands at events throughout the year.

Simply decide what you’d like to offer our members, and we’ll do the rest!

As an Advantage partner you can also benefit from discounted advertising packages on HorseQuest.co.uk - so we can build you the ultimate promotional package across the two websites.

T: 01608 819000 E: info@horsequestadvantage. co.uk W: ww.horsequestadvantage. co.uk

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

MEDIA DIRECTORY|ETN

HORSE & HOUND PUBLISHER/OWNER: TI Media EDITOR IN CHIEF: Sarah Jenkins ADVERTISEMENT MANAGER: Justeen Jones FREQUENCY/AVAILABILITY: Weekly GEOGRAPHICAL COVERAGE: Nationwide TARGET READERSHIP: Professional and Amateur Riders and Owners CIRCULATION: 27,896 (Jan-Dec 2018) ABC AUDITED: Yes KEY EDITORIAL FEATURES: 135th Birthday issue June 20th, The Europeans throughout August, Burghley Preview Aug 29th, H&H Awards December ADVERTISEMENT OPPORTUNITIES AND RATES: Adverts, Advertorials, Sponsorship, Digital campaigns, Social posts, Instazines, H&H Awards sponsorship and events.

Contact for more info.

WEBSITE: www.horseandhound.co.uk TELEPHONE: 01622 861148 EMAIL: Justeen.jones@ti-media.com

135 Celebrating

years

COMING SOON…

H&H’s Souvenir 135th Birthday Issue ON SALE 20 JUNE

Perfect bound, commemorative issue. Packed with additional editorial pages, rider interviews and nostalgia.

Extensive retail and supermarket promotions and brand to hand sampling. An issue to be kept.

10,000 extra copies in distribution To advertise in this unique issue please call 01622 861148 or email Justeen.jones@ti-media.com

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 43

21/05/2019 15:00

ETN|MEDIA DIRECTORY

HORSE&RIDER MAGAZINE PUBLISHER/OWNER: DJ Murphy EDITOR: Louise Kittle ADVERTISEMENT MANAGER: Samantha Backstrom FREQUENCY/AVAILABILITY: Four-weekly GEOGRAPHICAL COVERAGE: UK and overseas Target readership: Horse owners and riders committed to getting the most from their time spent with their horse CIRCULATION: 22,032 KEY EDITORIAL FEATURES: Riding articles across a range of disciplines from top trainers, the latest veterinary research and advice, confidence and horse management articles, as well as all of the latest products and horsey gear on the market and chances to win amazing prizes.

THE SHOWING JOURNAL PUBLISHER: William Church Publishing Ltd

Advertisement opportunities and rates: Digital and print options for all budgets, please contact Samantha Backstrom for details

EDITOR: Jeanetta La-Four

WEBSITE: www.horseandrideruk.com

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TELEPHONE: 01428 601020

Paid-for monthly

EMAIL: Samantha@djmurphy.co.uk

GEOGRAPHICAL COVERAGE: UK and worldwide TARGET READERSHIP: Showing enthusiasts CIRCULATION: 11,560 ABC AUDITED: No KEY EDITORIAL FEATURES: Showing societies’ latest news; ‘In The Tack Room’, producer, amateur and young rider interviews; expert ‘How To’ features about turnout and show preparation; Jayne Ross monthly Q&A, Lynn Russell training features; ‘At Home With’ top show horse/pony producers/ exhibitors; ‘A judge’s view’ offering inside tips and hints for success; feeding/horsecare features; veterinary articles; tack, clothing and equipment guides; ‘Showing Bug’, a humorous take on showing, and the largest show report section in publication.

All this in addition to well-written expert advice on all aspects of showing horses and ponies.

ADVERTISEMENT OPPORTUNITIES AND RATES: Each issue offers advertising opportunities and bespoke packages. All details available upon request.

WEBSITE: www.theshowingjournal.co.uk TELEPHONE: 01638 750382 EMAIL: editor@theshowingjournal.co.uk

44 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 44

Media

Directory WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:00

MEDIA DIRECTORY|ETN

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ADVERTISEMENT OPPORTUNITIES AND RATES: Digital and print options for all budgets, please contact Samantha Backstrom for details WEBSITE: www.ponymag.com TELEPHONE: 01428 601020 EMAIL: Samantha@djmurphy.co.uk

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21/05/2019 15:00

ETN|FOCUS EUROPE

Continental inspiration

While European brands blow a breath of fresh air across the channel, British companies are exploring export opportunities.

Delivering Europe to your store Since its launch nearly 20 years ago, Zebra Products has distributed European brands to UK retailers.

Today, its portfolio features 13 top names such as saddlery brands Amerigo and Equipe, fashion labels Cavallo, Covalliero and Cavalleria Toscana, and footwear brands Konigs and EGO-7.

For lorinery, there’s Sprenger, Fleck for whips, Uvex hats and gloves plus Bucas rugs, Veredus boots and Cavalor supplements and care products.

All the brands are handled and managed by Simon Middleton and his sales team.

ETN asked Simon how Zebra Products makes these brands accessible to UK retailers and riders…

“At Zebra Products it’s always been our intention to lead the way when it comes to securing the very best European labels, believing they have excellent appeal to riders in the UK across all levels and riding activity.

“We try to work out what will sell successfully here in the UK. We look for brands that are starting to make an impact in Europe and then try to grow them organically in the UK. 46 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 46

“We try to do this in the easiest way possible for UK retailers, working alongside them and offering support throughout the journey. We enable them to buy everything in Sterling and we tend to offer lower minimum orders than the European brands do that deal directly from Europe.

“Our sales team regularly visit retailers’ premises with all the samples rather than the retailers having to rely on buying solely at trade shows.

“We align the brands with key UK riders too. We’ve done this well with the likes of Charlotte Dujardin with Equipe, Konigs, Fleck and Sprenger; Ben Maher with Equipe and Veredus; Nicola Wilson with Amerigo, Veredus and Bucas, to name but some.

“European brands tend to have great appeal to UK riders and retailers as they’re often at the cutting edge of equestrianism and sported by many of the top riders at key European shows.

“Due to our island culture, the UK can be a little slow to catch onto these trends. But once the right brands are showcased here with the right retailers and with the ideal marketing strategy, then the trend starts to take off over here.”

And as the UK prepares for change, how do you feel this will affect the equestrian industry?

“In these uncertain times, one thing is certain, the UK will always be one of the leading equestrian nations in the world. Yes, we may have changes ahead - but we just have to react to alter and restructure accordingly.”

TREND-SETTING TIP… Fashion-wise, the next ‘big thing’ in the UK is Cavalleria Toscana.

“This uber-cool Italian clothing brand is huge in Europe right now, but it’s still very much an underground brand here in the UK,” says Simon Middleton of distributor Zebra Products.

“Our goal will be to maintain the brand identity and exclusivity, but to increase its recognition and penetration.”

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:01

FOCUS EUROPE|ETN

Sweeping across Spain Top quality tubs and brooms are in stock at Red Gorilla Europe SL in Spain.

In fact, they’re made in a Spanish factory.

hard lumps before sweeping… the filaments are designed to resist clogging and dust. Gorilla Brooms are available in 50cms and 30cms sizes,” says Engel.

“Gorilla Tubs are the world’s most useful single tool, being loved and used by everyone,” says Engel Niggendijker, manager of Red Gorilla Europe.

“Our products are made in a Spanish cutting-edge factory, under the most vigorous quality testing conditions. We can process small orders or pallet loads direct from factory to customer.

“They have been particularly popular in the equestrian trade worldwide, where they have become very profitable standard stock items. The style, the colours and the range of sizes, along with being food grade, is an unbeatable combination for selling,” he adds.

“Of the same high quality and bright presentation are the Gorilla Brooms which combine absolute practicality with subtle European styling.

“The broom-head is solid, and has a scraper blade across the top to loosen

Scandi style therapy

“If you have a requirement or wish to discuss your ideas, just call or email…

We are multi-lingual and look forward to discussing your requirements for anywhere in the world.”

• Red Gorilla is at Gafa/Spoga in Cologne, Germany (1 - 3 September).

YOUR GATEWAY TO EUROPE Retailers can meet a whole host of top European suppliers every year without even leaving the UK. A day or two at BETA International is a great chance to see the latest continental products, brands and trends. Look out for some refreshing merchandising ideas and create some useful new contacts too.

Already signed up for the 2020 show - at the NEC, Birmingham on 19-21 January - are the likes of Montar from Denmark, and French companies Harcour and Treesco.

BETA International traditionally hosts a strong German contingent, and 2020 will be no different.

HKM, Schockemöhle Sports, T&T Medilogic, USG and Waldhausen have already booked their stands.

Back on Track was founded in 2000 by Swedish doctor Erland Beselin.

He’d created Welltex fabric by melding a finely powdered form of ceramic into synthetic threads, then used it in a range of therapeutic aids for humans, horses and dogs.

The garments and accessories support circulation, suppleness and aid muscle recovery before and after exercise.

Back on Track is now a big seller in Europe, the US and Canada and has a growing UK fan base. The products’ European ambassadors include Bettina Hoy, Michael Jung and Ingrid Klimke, while British advocates are Lissa Green, Michael and Maria Eilberg and Emma Blundell of Mount St John.

Support for British stockists comes from the brand’s UK-based team led by UK sales manager Georgia Keegan.

“Owing to the nature of our products, it’s important that our retailers understand how the technology works,” says Georgia, who’s a physiotherapist. “I’m always on hand to answer any queries and enjoy meeting our stockists in person, whether to help give a deeper understanding of the products or to introduce new lines.”

WWW.EQUESTRIANTRADENEWS.COM

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 47

For a full list of exhibitors, visit www.beta-int.com

SIMPLY SWEDISH Swedish design is famous for sustainability, minimalism and functionality.

Stierna Equestrian Sportswear, a brand not yet five years old, brings these qualities to UK retailers. Britain’s world champion Ros Canter is already a fan of the brand that positions every equestrian as an athlete.

Stierna’s innovative fabrics include Bamboo Charcoal and EquTex, the company’s own four-way stretch material.

A sports fit, plus reliable waterproof, windproof and breathable capabilities ensure that riders can focus on their horses - not worry about their clothing.

New for this season is the Axis jacket, as tested by Izzy Taylor while riding 4* cross country in 40 plus mph gales.

EQUESTRIAN TRADE NEWS JUNE 2019 | 47

21/05/2019 15:01

ETN|FOCUS EUROPE

Dressage in

the driving seat

Charlotte Dujardin and Valegro led the charge that’s made dressage as popular in the UK as it’s always been on the continent.

With their strong history, European brands continue to direct equestrian fashion, says Monty Stuart Monteith. Monty runs Shaws Equestrian, the UK and Irish sales and marketing hub for a fistful of famous international brands.

Thirty years ago, the British and the European riding markets were worlds apart. British riders focussed largely on hunting and the jumping phases of eventing. Now the two markets are almost seamless - and dressage is king.

The internet has made the world a small place and the equestrian sector even smaller.

No new idea or approach remains secret for long; videos and Google Translate overcome most language barriers, and social media links thousands of people all round the world in minutes, making us feel as if we know our heroes intimately.

The post-war British obsession with mending and making do lasted for decades. Any of us over a certain age will have struggled with rugs that weighed a ton and comprised mainly repairs. And we probably all had a pair of those impossibly thick, scratchy jodhpurs, ridiculously flared over the hips and thighs like elephants’ ears.

My mother brought mine from the charity shop in Oakham, deep in Cottesmore country. My God, they 48 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 48

could have surfaced a road, they were so robust. She was delighted that they would last, and I was ecstatic at possessing something that had obviously belonged to a time-served hard-riding man to hounds.

The thought of my 20-year-old daughter’s face if she was presented with a similar pair and expected to ride in them, let alone wear them in public, is quite alarming.

Yes, we’ve all got soft - or at least become slaves to fashion. And thanks to the technical developments in fabric and manufacturing, consumers expect and demand riding clothing and equipment that is state-of-the-art in performance, and flattering in appearance.

Germany has a strong history in good quality fabric, cut, and clothing design.

And this, coupled with the worldwide success and fame of its national equestrian teams, has meant many of the top competition clothing brands are German.

These companies have also benefitted from a shrinking world and have become increasingly fashion-conscious and fashion-directing in the equestrian sector.

The brands we are privileged to handle in the UK are a microcosm of how European brands have influenced the British equestrian market.

• Pikeur has long been one of the most aspirational brands, with its fabric and cut in particular setting it apart.

Initially focussed on competition clothing, Pikeur’s seasonal limited collections now make up 60% of sales - and are a target for the obsessively fashion-conscious.

• With close design input from German legend Ludger Beerbaum, Eskadron was initially seen as a real showjumpers’ brand, but was soon usurped by dressage riders. Eskadron introduced the matchy-matchy concept to the equestrian market, an innovation now worth millions around the world. While colour co-ordinating gives fun to thousands of riders, and improves the bottom line of hundreds of tack shops, we are now working to remind customers and consumers of Eskadron’s outstanding technical performance too.

• The Roeckl family started making gloves in 1839, and understand what a vital piece of equipment they are in riding, as well as skiing, cycling and golf. Again, the pronounced German ability to find new and high-tech materials, and to recognise the effect they could have on the rider’s ability to do the job, along with cutting and manufacturing skills, make Roeckl a world-renowned brand.

• Flex-on is a French company with that nation’s ability to adapt products and techniques invented for one use, to a different but just as valid one.

Flex-on’s stirrups were born from a marriage between a showjumper and an engineer, and use aircraft technology to create a lightweight product with exceptional shockabsorption.

• Doebert is a German family company, from a small village in which the Fleck family also live.

Doebert’s leatherwork is the best I’ve ever known at keeping its looks and condition over time. Much of the company’s whip production is based on local Black Forest skills in curing holly and other woods to create the most beautiful whips for driving, vaulting and other disciplines.

Doebert’s factory is fascinating.

There are clattering machines through which fibreglass shafts pass up and down surrounded by 30 reels of thread weaving covers over them.

And workers who can plait 15 strands of leather to finish a beautiful whip knob in seconds - while discussing local politics.

As an island trading nation, British consumers buy the best value for money products, but not necessarily the cheapest.

London is full of shops with international labels, our roads are full of cars from all over the world, we use drugs from every continent and our supermarkets sell us food from any country you can imagine. The riding market is no different.

WWW.EQUESTRIANTRADENEWS.COM

21/05/2019 15:01

FOCUS EUROPE|ETN

Sporting new sponsor

EXPORT OPPORTUNITY SEIZED

Dorset based equine and pet skin spray supplier Leucillin has been exploring the Finnish equestrian market.

International horse sports’ governing body and Horse Pilot have signed a deal which will see the French company become Official FEI Equestrian Apparel Supplier through to 2023.

Founded in 2010 by friends Aurélien Guillon, Simon Dewavrin and Guillaume Janin, the company makes riding wear for all weather conditions.

Horse Pilot sponsors show jumping, eventing and dressage competitors around the world. A bespoke clothing range exclusively for the FEI is to be launched in 2020. And the company will be dressing the FEI’s onsite staff too.

Aurélien Guillon says: “Our partnership with the FEI plays a key role in maximising Horse Pilot’s global exposure and visibility.

Our aim has been to bring design and innovation to all equestrian athletes.”

Following successful European licensing applications, the brand exhibited at the Tampere Horse Fair, Finland’s biggest equestrian event via wholesaler Horse Balance.

Finland is home to 75,000 horses, according to Leucillin’s marketing director Georgina Bashforth.

“Finland has also seen a surge of popularity around a sport called Hobby Horsing,” she added.

Enthusiasts plait, rug up and groom their hobby horses - and the Tampere Horse Fair hosted several stands catering for them with customised bridles, grooming accessories and care items.

Coming soon in...

August issue ➤ Celebrating British companies - and UK manufacturing ➤ Below the belt - jodhpurs, breeches, boots and chaps ➤ Bits and bridles - plus training gadgets ➤ Stay safe - riding hats, body protectors, high visibility and protective footwear Editorial for consideration should be received by 1st July 2019 Tel 01937 582111 Email editor@equestriantradenews.com

WWW.EQUESTRIANTRADENEWS.COM

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 49

EQUESTRIAN TRADE NEWS JUNE 2019 | 49

21/05/2019 15:01

ETN|BETTER BUSINESS

“We want

it NOW!”

Unlike their parents and grandparents, the millennial generation is less likely to save up for a big ticket item such as a four-figure saddle. They’re happy to buy now and pay later, so retailers need to consider offering credit, says Adam Bernstein.

Modern consumers expect to be offered credit terms when they make expensive purchases. Yes, they can always turn to their credit card or apply for a personal loan; but when retailers can arrange credit there and then, sales are sure to increase.

However, as Jeanette Burgess, head of compliance at Walker Morris LLP, knows, consumer credit is a highly regulated business with a number of legal and compliance standards to meet.

BECOMING REGULATED Most firms selling to the public do not provide credit terms themselves, they partner with one or more specialist lenders. In these circumstances, the seller is a ‘credit broker’. To operate this way, Jeanette says, “firms must either be authorised by the Financial Conduct Authority (FCA) or be an ‘Appointed Representative’ (AR) of another business (usually the lender to which you refer business) which is so regulated.”

Practically speaking, getting regulated as an AR is quicker and cheaper than applying to be directly authorised.

In both cases, you need to agree a contract with the lender, setting out your respective legal roles and responsibilities. This is likely to include provisions under which you are obliged to compensate the lender for losses they suffer because of your acts and omissions outside the scope of the agreed activities.

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“Get the process right, and everyone wins.”

REGULATORY RESPONSIBILITIES Whichever route you choose, your role as a credit broker means you are subject to a wide range of FCA rules.

As Jeanette says: “You must be assessed as ‘fit and proper’ by the FCA to undertake regulated activities.

You may receive compliance visits from the regulator and will need to report details about the business you write every year. A failure to comply can result in FCA disciplinary action, including fines, and in some cases may mean the loan agreements you introduce are unenforceable without a court order.”

She outlines the rules: Advertising - any ‘invitation or inducement’ you make to a customer to take out a credit agreement is subject to strict rules; certain adverts must include a Representative APR or a Representative Example of the loan product you are offering.

Sales process - as a broker, you must explain key features of the loan to the

customer and take reasonable steps to ensure that it is not unsuitable for the customer’s needs/situation.

You need to give them time to read the terms and conditions and must not pressurise them to take out the credit.

Your fees - in most cases ‘retailer’ credit brokers don’t charge the customer for their services. Some receive commission from lenders, but some don’t on the basis that their benefit is in improving their sales penetration via the credit offering.

However, if you are charging a customer for the service, you need their express consent to pay you.

If you receive a commission for the introduction, you need to disclose this too.

Complaints - you must have a customer complaints policy and you will be subject to the jurisdiction of the Financial Ombudsman Service (FOS). When a customer complains about your credit broking services, you must issue a final response within WWW.EQUESTRIANTRADENEWS.COM

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ETN|BETTER BUSINESS eight weeks, failing which they can complain to FOS which has the power to award compensation up to £150,000.

KEY RISKS On the face of it, partnering with a lender to give your customers credit options is a win/win for everyone.

You sell more, the lender gets more business and your customers can spread the cost of payment to suit them.

However, as Jeanette points out, it isn’t quite that simple. As a broker, you need to be fully aware of the risks and responsibilities you are taking on, for example: Section 75 rights: Just as when you buy goods on a credit card, when a customer uses credit to pay for goods and services, the lender is jointly liable with the retailer for claims arising from misrepresentation or breach of contract. So if retailers go out of business, the lender will be liable for any claims from your customers, which is why lenders are often very careful to undertake due diligence on their broker partners which supply goods and services.” Lenders also tend to build in contractual protections to seek to claw back from the retailer any payments they have to make.

Sometimes this may extend to requiring personal guarantees from directors.

Rules governing remuneration: In 2015 - updated in 2017, the FCA undertook a review of how retail credit brokers paid their staff and found that the commission and incentive/bonus schemes presented a high risk of mis-selling in 64% of cases. This is because the people selling credit to customers were sometimes paid more if they met sales or performance targets. Even if related to the goods/services rather than the credit itself, this meant sales people were more likely to prioritise the sale over the suitability or affordability of the credit used to pay for it. To combat this, the FCA has introduced new rules which require retail credit brokers to ensure that their payment structures don’t risk consumer detriment.

TO CONCLUDE Selling via credit can most certainly increase the revenue a business can generate. However, there are onerous obligations to meet which, if ignored, may lead to penalties and unenforceable contracts. But get the process right and everyone wins.

IS CHANGE ON THE WAY? The FCA has published a guidance note (see bit.ly/2ikygbA) outlining how firms become authorised, supervision and enforcement. The FCA says: “We have the power to make rules that are legally binding on firms. Where we find problems, we will generally seek to work with firms to resolve issues voluntarily in the first instance. However, if we can’t agree a voluntary solution, we may rely on our formal powers in order to limit ongoing risks to consumers.”

The FCA was due to report to HM Treasury by 1 April 2019 on current law relating to consumer credit. In other words, change may be coming.

19-21 JANUARY NEC, Birmingham, UK

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@ INT. BETA 2020 TRADE SHOW SUPPORTING THE INDUSTRY

TAKING EXHIBITOR BOOKINGS NOW Contact Darren Mottershead Tel: +44 (0) 1937 582111 Email: sales@beta-int.com

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About the author: Adam Bernstein is a business writer with 25 years’ experience.

WWW.EQUESTRIANTRADENEWS.COM

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 51

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ETN|BETTER BUSINESS

How does that sound?

Most businesses appreciate the importance of visual branding these days, but fewer understand that how a brand sounds can be just as important as how it looks, says Daniel Lafferty.

In our multimedia, always-on, say and play world, audio is a powerful influencer in marketing.

Our hearing is one of our most emotive senses, capable of transporting a person back to a certain moment and triggering vivid recollections.

We trust our hearing more than our sight, too. Research by the Hearing Body project at University College London discovered that even perception of body image can be distorted by changes in sound.

One test altered the pitch of a participant’s footsteps to trick them into believing they were lighter or heavier than they actually were.

In business terms, audio branding is particularly effective to convey a company’s desired image and values.

In fact, a recent study found 60% of Brits now think music is more memorable than visuals when used in marketing.

THE SOUND OF BUSINESS There are three key elements to consider when developing audio branding: music, voice and content.

And brand congruence is key. If an audio presence doesn’t match a visual one, it could cause a damaging disconnect in customers.

Many businesses choose a popular chart track as the music of their business, mistakenly thinking it will entertain the listener. But it’s a risky route to pursue. Not only might an existing track not align with a 52 | EQUESTRIAN TRADE NEWS JUNE 2019

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“We trust our hearing more than our sight.” company’s brand message, but people have very different musical tastes and what one person may like, another may loathe.

A song may also connect with a negative moment in time for someone, and these feelings can be transferred onto the business and could subconsciously put them off the company.

Traders should instead look to create a bespoke track unique to their business. Our own research has found the equestrian industry tends to suit tracks with a decisive pace, often on the faster side to suggest a ‘galloping’ rhythm. There tends to be a heaviness and strength to the arrangement to help convey quality; and instruments - whether traditional or electronic typically play in a lower register to add gravitas.

Subtle changes in style, instrumentation, key and chord progression can substantially affect an individual’s emotions and how brands are perceived.

For example, one study found 90% of respondents felt excited or happy when they heard strings playing short, sharp notes in major key. Just a slight shift to minor key elicited feelings of sadness or melancholy in 81% of listeners.

TALK THE TALK The voice of the business is equally as important with attributes such as gender, age and accent all playing their part.

Feminine voices are largely perceived as soft and soothing, which can help firms convey a welcoming, friendly service. Masculine voices, on the other hand, are seen as authoritative and work well for businesses wanting to show their professionalism and competency.

The age of the voice can also help reinforce brand ideals. Unsurprisingly, an older voice is generally perceived as more knowledgeable or wise, but a younger voice can deliver vibrancy and energy, perhaps reflecting a fresh approach.

Accent too has a role to play.

Received Pronunciation is a safe bet, but regional accents can be a powerful tool for reinforcing identity where, say, a retailer has a strong presence rooted in a particular geographical area.

ABOUT THE AUTHOR Daniel Lafferty is director of music and voice at PHMG, the world’s largest audio branding agency with more than 32,000 clients in 39 countries. For more information, visit www.phmg.com

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BETA MEMBERS’ PAGE|ETN

SIGN UP FOR SOME BETA TRAINING THIS month’s BETA training courses are perfect for retailers wishing to bring a safety garment fitting service to their store and for SQPs seeking CPD points.

Take a look at the following…

members’ page

Rider Safety Equipment Fitting 26 June, Stoneleigh Park, Warwickshire.

Cost: BETA members £80 + VAT, non-members £160 + VAT and SMS members £125 +VAT.

NEWS FROM BETA HQ Our BETA Safety Week success!

General CPD courses (Equine & Companion Animal), worth 48 CPD points: 11 June, Haydock Park Racecourse, Merseyside.

Cost: BETA members £76 + VAT, non-members £96 + VAT.

Last month saw the BETA office incredibly busy with all things BETA Safety Week. We worked closely with participating retailers - 129 stores took part - and trade members, both here in the UK and overseas, and made sure they had everything they needed for them to support the campaign.

We were thrilled to secure support from all our leading riding organisations and disciplines - and enjoy a presence at some of the world’s top equestrian events including the Kentucky Three-Day Event and Badminton International Horse Trials.

Social media played a key role in the campaign and the weekly competitions and giveaways we offered in the run-up to the event proved incredibly popular.

Thanks to all the companies that provided prizes.

18 June, Basingstoke.

Cost: BETA members £76 + VAT, non-members £96 + VAT. 25 June, LANTRA, Stoneleigh Park, Warwickshire.

Cost: BETA members £76 + VAT, non-members £96 + VAT. Please contact the BETA office for further information or visit beta-uk.org With the last few goodies popped in the post to winners and feedback collated, we are feeling really pleased with a job well done and looking forward to building on the initiative’s success next year. Our attention this month has now turned to Bramham International Horse Trials and the BETA Feed Conference…

FOOD FOR THOUGHT Don’t forget that the annual BETA Feed Conference is set for 20 June at St Johns Solihull hotel, near Birmingham. It is a great event for feed and supplement manufacturers and retailers, with speakers focusing on a range of feed-related topics, including the latest feed legislation, NOPS and a laminitis update.

Tina Hustler

Day delegate costs are: BETA members £95, non-members £140 and SMS members £115. There is also an option for an overnight stay with dinner on the evening before the event. This costs £205 for BETA members, £250 for non-members and £230 for SMS members.

All prices are plus VAT.

True or false?

Test your knowledge by answering True or False to the statement below.

The answer can be found at the side of the page.

The BETA NOPS scheme guarantees that a feed is free from naturally occurring prohibited substances.

Please contact us if you are interested in attending.

FOR FURTHER INFORMATION CONTACT TINA HUSTLER AT BETA

* False

Tel: 01937 587062 Website: www.beta-uk.org Email: tina@beta-uk.org East Wing, Stockeld Park, Wetherby, West Yorkshire LS22 4AW Claire Williams, Executive Director, claire@beta-uk.org Tricia Nassau-Williams, Field Officer, tricia@beta-uk.org Ann FitzGerald, Secretary, ann@beta-uk.org Deborah Hayward, Press Officer, deborahh@beta-int.com

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EQUESTRIAN TRADE NEWS JUNE 2019 | 53

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ETN|CLASSIFIED

7lassiFe' Tel: +44 (0) 1937 582111 Fax: +44 (0) 1937 582778 Email: sales@equestriantradenews.com

Courses

Designed by

FOOD FOR THOUGHT 20 June BETA Feed Conference St Johns Solihull hotel, nr Birmingham For further information and to book, email tina@beta-uk.org

Business for Sale Business for Sale

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For more information call 01937 582111

54 | EQUESTRIAN TRADE NEWS JUNE 2019

12452.01 ETN Magazine Issue 44 Jun 19_v5.indd 54

CCJs

County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

Equiguest Saddlery Hunters Cottage Abinger Common Dorking Surrey RH5 6LW £1,667

GDR Horseboxes 16 Allington Way Darlington County Durham DL1 4QB £419

College View Stud Farm Oxford Road Princethorpe Rugby CV23 9QF £1,512 Slipper Hill Stables Slipper Hill Farm Egloskerry Launceston PL15 8RY £486 Equiguest Saddlery Hunters Cottage Abinger Common Dorking Surrey RH5 6LW £1,667

Worcestershire Horsewalkers Unit 2-4 Long More Farm Long More Chaddesley Corbett DY10 4RE £797 Valley Feeds & Angling Limited Unit C/6 Block C Duffryn Park 1 Alder Avenue Dyffryn Business Park CF82 7TW £1,164

James Russell t/as Moorwood Equine Moorwood Farm Riggs High Road Stannington Sheffield S6 6GR £664

APPOINTMENT OF LIQUIDATOR

Shane Walsh t/as Shane Walsh Equestrian Down Farm Winchester Road Upham Southampton SO32 1HA £1,060 Aquila Sporthorses Limited The Crescent Ropergate Pontefract West Yorkshire WF8 1LY £3,210

Huntsman Horsebox Deene End 60 Upper Benefield Peterborough PE8 5AL £10,349

The Tack Room (Newmarket) Limited The Tack Room 1st Floor, 24 High Street Maynards Whittlesford Cambridgeshire CB22 4LT Hazelwood Grove Limited Robin Hood Horse & Country Minerva 29 East Parade Leeds LS1 5PS

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