ETN (Equestrian Trade News) – December 2019

December 2019 Volume 43, No 12 Monthly

SAVE THE DATE! PLUS

• Meet a winning bench saddler • When festive frolics go too far • The Russian market: what’s in it for you?

ETN is the official media partner of BETA International

19-21 JANUARY 2020 NEC, Birmingham, UK www.beta-int.com Main Sponsor

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2 | EQUESTRIAN TRADE NEWS DECEMBER 2019

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Editor’s Comment

In this issue...

NEWS Latest happenings

4

PRODUCT NEWS What’s new

8

LEGAL DIGEST When festive frolics get out of hand 12

Barclays’ decision to stop its customers withdrawing cash at Post Offices highlighted just how urbancentric many corporates have become.

Even to the point of discriminating against those of us who live and work in rural areas.

And the fact that the bank did a U-turn – in the face of outcry from MPs, consumer groups and customers – underlines how important ‘pound notes’ are to rural people.

I was among Barclays’ furious customers when I heard that our village’s invaluable pop-up Post Office would be out of bounds. So when I needed some readies, I’d have an 18 mile round trip drive to the nearest market town (where Barclays has closed its branch) to use an ATM. Not pleasant on a cold, dark evening when withdrawing three figures can make one feel inclined to look over one’s shoulder.

Many equestrian related businesses, from farriers to farmers, instructors to equine dentists, still rather like the convenience of cash for a job well done or a sale made. Internet banking and instant transfers are all well and good – if you have a reliable an internet connection and it’s warm enough to take your gloves off.

I had to smile when, by the same post as the split-from-the-Post Office letter arrived from Barclays, I was offered a discount on RAC breakdown cover exclusive to the bank’s customers.

Presumably this was to keep my car on the road for all those extra journeys to withdraw my own money?

With the awards season in full swing, have you noticed how many organisers ask for an entry fee from nominees? Yes, it must be a nice little earner for some.

But not so the BETA Business Awards.

Free to enter, open to all who are eligible and scrupulously judged, the winners genuinely deserve their accolades when they receive them at next month’s BETA Gala Dinner.

Please be careful when using horses as promotional tools. I’ve just been browsing a brochure by an upmarket ladies’ countrywear brand. Thinking I might treat myself, I flicked it open.

I know I shouldn’t, but…

WWW.EQUESTRIANTRADENEWS.COM

Immediately I spied a picture of a beautifully clad model clutching an overweight horse that looked as though it has just been dragged in from a very grassy field.

The reins of the (cheap looking) bridle were attached inside-out, and the girth was barely done up on the bottom hole with its elastic insert stretched to the limit. There was no numnah under the ill-fitting saddle and the poor horse’s plaits were roughly done with rubber bands.

It put me right off their lovely clothing…

THE RUSSIAN MARKET

BETA International’s new show-in-show for pet products makes perfect sense.

Many big names, from Shires Equestrian to Joules, are going big on pet products. After all, ‘pet’ is so wide-ranging, drifting as it does across lifestyle (dog bedding to match your interior décor…) to the country/ shooting market with its working dogs.

Dipping into pets might not be for every retailer. But at the very least, it’s worth exploring with a visit to BETA International next month. All it will cost you is a day out and a tank of fuel… and I won’t say you’d be barking mad not to!

SPECIAL REPORT

What’s in it for you?

14

BETA CONFERENCE & AGM Speakers inspire delegates

16

BETTER BUSINESS How to network

18

SUPPORT FOR RETAILERS The best for your business They’re right behind you

19 20

BETA INTERNATIONAL NEWS Previewing the 2020 show

22

BETTER BUSINESS Dealing with fake reviews

24

When rugs are a hot topic

26

SADDLE FITTERS’ CPD FEATURE With quiz accredited by the SMS

28

SADDLES & LEATHERCARE Latest and favourite products

32

BENCH SADDLER OF THE MONTH Meet December’s winner

34

PEOPLE Who’s new, who’s moved?

35

DIRECTORY OF WHOLESALERS Top suppliers profiled

36

TURN BACK THE PAGES Four decades with ETN

40

BETA MEMBERS’ PAGE Well, it’s nearly 2020, so that’s ETN’s fourth decade complete. We’re proud to continue serving the trade in print and online as part of the BETA Group and official media partner of BETA International.

It only remains for advertising manager Beth Crow, digital manager Nicki Lewis and me to wish you a very happy Christmas and prosperous New Year.

News from your trade association

41

DOGS AT WORK Meet some busy canines

42

COUNTY COURT JUDGMENTS ETN’s exclusive listing

42

19

Liz Benwell

16

Resource Reg. No. 2110

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 3

ETN|NEWS

News Saddlers push the boat out…

The South West Region’s chairman Laurence Pearman and secretary Sharon Church were key to organising the event. A drinks reception was sponsored by Abbey England, Albion England, BETA, Bliss of London, Frank Baines, Fairfax Saddles, Ideal Saddle Co and Vale Brothers.

The SS Great Britain, designed by Brunel and built in 1843, was the world’s first great ocean liner. During the Crimean War, she carried 1,650 soldiers and 30 horses.

Saddlers and guests sit down to dinner in style on the SS Great Britain.

T

he South West Region of the Society of Master Saddlers (SMS) is renowned for its social occasions. But this year’s annual dinner – held on the SS Great Britain in Bristol Harbour – was something special.

The nautical venue was the idea of Peter Lewis, past president of the SMS and Master of the Worshipful Company of Saddlers. Special guest was Brigadier Philip Napier, clerk to the Saddlers’ Company, and his wife Pippa Napier. Claire Williams and Tricia Nassau-Williams from BETA were amongst the 66 guests.

(Photos: Bob Hook)

During the evening, retired Master Saddler and past SMS president Ken Langford read a poem about the horse – followed by a toast. Ian Hastilow enlightened guests about the history of Walsall; and Peter Wilkes entertained and informed with his talk on the varied use of whips.

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Peter Lewis always wanted to have dinner on the SS Great Britain.

Want more news?

Sign up at www.equestriantradenews.com to receive ETN’s weekly e-newsletter straight to your inbox. And it’s free!

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

4 | EQUESTRIAN TRADE NEWS DECEMBER 2019

BETA chairman Ian Silman, SMS chief executive Hazel Morley, and BETA’s executive director Claire Williams enjoy the reception.

Editor Liz Benwell Email: editor@equestriantradenews.com Tel: 0345 6185007 Advertising Manager 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

Horse&Hound publisher has new owner TI Media, the publisher of Horse&Hound and Country Life, is being sold by private equity firm Epiris to Future Plc. The £140 million deal is expected to close in early 2020, subject to CMA (Competitions and Markets Authority) approval.

Bath based Future Plc has magazines, websites and events covering gaming, cycling, music, technology, home interest and education.

Epiris acquired TI Media (formerly Time Inc. UK) from Meredith Corporation in March 2018. TI Media sold its comic and music titles earlier this year.

Following the latest sale announcement, TI Media’s CEO Marcus Rich said: “I am confident that TI Media’s portfolio of iconic brands will continue to thrive as part of the Future family.”

Future’s CEO, Zillah Byng-Thorne, added: “We have long admired TI Media, and I am thrilled at the prospect of bringing our exceptional teams together.

“I truly believe that through our combined passion, determination and expertise that we will be a superforce of specialist media”.

The Wintec saddles The Wintec saddles you know and love... you know and love...

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PRINCESS ROYAL TO VISIT BETA INTERNATIONAL Organisers of BETA International 2020 are looking forward to welcoming Her Royal Highness The Princess Royal to the trade show on Tuesday 21 January, when she will be given a tour of the halls and introduced to members of the equestrian industry.

The visit will allow the princess to meet young entrepreneurs and see the work of apprentice and student saddlers who will be displaying their skill, precision and craftsmanship. Exhibitors and visitors will also be able to hear her give a short address during her visit.

“We are extremely honoured that The Princess Royal has accepted our invitation to visit the show,” said BETA International organiser Claire Thomas. “She is held in high regard throughout the equestrian world for her charity work and vast knowledge and enthusiasm for all things equine – in addition to her own abilities as a horsewoman.”

Her Royal Highness is connected to more than 300 charities, including positions as president of the Riding for the Disabled Association and perpetual master of the Worshipful Company of Saddlers. She is the British member of the International Olympic Committee and president of the British Olympic Association, and was the first member of the Royal Family to compete in an Olympic Games. Her daughter, Zara Phillips, is clearly following in her mother’s footsteps with an incredibly successful equestrian career – and an eventing team silver medal in London 2012.

BETA International takes place at the NEC, Birmingham, from 19 to 21 January. Entry is strictly trade only and free on registration at beta-int.com.

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ETN|NEWS

New format for AETA show Mr Gatto, who owns Kensington Protective Products, said the association’s intention was to create “the best possible show for its retailers, advertisers, sales reps, wholesalers and manufacturers.”

The show’s social side – and therefore its networking opportunities – could also be enhanced for 2020, he revealed.

For 2020, the American Equestrian Trade Association (AETA) will be holding just one trade show – on Wednesday and Thursday, 5 and 6 August.

The new dates represent a departure from AETA’s previous twice-yearly

format in January/ February and August.

However, the show will return to its regular venue, the Greater Philadelphia Expos Centre, where it will run over two full days.

“There have been lots of changes with AETA,” said

Calling young riders To mark its 20th year, bedding brand Bedmax is opening its Young Rider Scholarship Programme to all disciplines. Previously available only to eventing, dressage and showjumping competitors, applications are now welcome from riders aged 16 to 23 in all horse sports.

The winner will be an ambassador for Bedmax and receive a year’s supply of bedding plus branded goods and training. Entries, which close on 6 December, can be made at www.bedmaxshavings.com/scholarship/.

6 | EQUESTRIAN TRADE NEWS DECEMBER 2019

Anthony Gatto, the newly appointed president of the American Equestrian Trade Association (AETA).

“AETA is a members’ show and the board is here to service the members,” he added.

“Tentatively, the board is discussing the possibility of holding a banquet or state-of-the-union style dinner on the evening of August 4 [the day before the show opens].

“The board is very excited for the year ahead, and is doing everything in its power to make 2020 the best AETA year to date.”

“ACTION NEEDED ON CARD TRANSACTION COSTS” The Government should be tackling the soaring costs that card companies charge retailers.

The plea came from Andrew Cregan of the British Retail Consortium (BRC) which reckons that almost 80% of retail sales are now paid for with cards.

“Without action, we will see businesses put under further pressure and it will be consumers who are forced to pay the price,” he added.

Debit cards remain the most popular payment method, accounting for almost three in five transactions, according to the latest BRC survey.

Cash payments are falling steadily, having dropped from over half of all transactions in 2013 to under 40% in 2018. The value of those cash transactions has fallen from 28% to 20% during the same period.

During 2018, there were 20.1 billion retail transactions in the UK – that’s more than 55 million transactions a day.

Card costs continue to rise; retailers spent £1.3 billion with third parties last year, up £70 million from 2017.

Each transaction cost retailers an average of 5.85p.

The BRC wants the Government to expand regulation of card payment fees to cover the full range of transactions and prevent abuse by card companies.

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TITLE|ETN

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EQUESTRIAN TRADE NEWS DECEMBER 2019 | 7

ETN|PRODUCT NEWS

Product News A game-changer in flexible tubs There can’t be a stable yard in the land which doesn’t use flexible tubs for feeding, watering, storing, mixing, soaking and more. Now, thanks to Red Gorilla’s latest development, retailers can offer something genuinely new in the sector.

Importantly, an innovative manufacturing technique means the designs on Pattern & Print tubs are indelibly merged with the tub itself.

These are genuinely long-lasting graphics with no stickers involved.

Red Gorilla’s new Pattern & Print range of flexible tubs includes a bespoke option – so companies can brand them up with their own logos and designs.

The 25 litre tubs also come in a standard pattern (pictured) in three colours – blue, red and purple.

lids for storage. Lidded tubs are especially popular with horse owners using the increasingly popular soaked feeds and mashes too.

Bespoke tubs will enable brands and retailers to stay on trend, as well as catch customers’ eyes in store. From themed designs to rewards and competition prizes, the possibilities are endless.

Red Gorilla has long offered tubs in many colours and sizes, and more recently ‘matchy-matchy’ versions to co-ordinate with its stable tools. The company was inspired to create this latest range when feed companies and alike kept asking for branded promotional tubs.

Says Katherine Tuckley, UK equine sales manager for Red Gorilla: “We’re so pleased to be able to satisfy this market need. It’s something we’ve tried to help people with creatively over the years with the use of postproduction stickers etc. But this really lets people have tubs printed with whatever they want.”

Pattern & Print tubs – which are all food grade – also have tightly-fitting

Bespoke tubs are subject to minimum order quantities.

Licks relaunched This month (December) sees Nettex relaunch its SUPAlyx Horse and Pony licks.

Made in four flavours – Original, Nimble, Easy Breather and Garlic – each is formulated to provide nutritional and wellbeing support.

The range now comes in 6kg tubs (instead of 5kg) with recyclable packaging and removable handles.

SUPAlyx is suitable to be given in the stable or field and can occupy bored equines. The molasses based licks include added Diamond V with its prebiotic function.

RRPs across the range are £16.50 per 6kg lick.

BATTERY-POWERED HEATED CLOTHING Our superb quality products incorporate our unique heat technology to provide flexibility, comfort and protection from the elements.

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GOLDEN OPPORTUNITY Sprenger’s new Golden Flexcite Grip Stirrups are coated with 18 carat rose gold.

Their offset bow shape helps with riders’ balance and stirrup retention; while shock-absorbing qualities make them gentle on the joints.

The extra-wide foot pads have stainless steel grip inlays and hermetically sealed, stainless steel joints.

With a trade price of £222, they retail at around £444.

Sprenger is distributed in the UK by Zebra Products.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS|ETN

Monty’s got the bottle Shaws Iberian Wines is all about enjoying equestrian themed, good drinking.

The new label – Caballo Oscuro (meaning Dark Horse) – is the brainchild of ever imaginative entrepreneur ‘Monty’ Stuart-Monteith.

Bottles from the collection are perfect for a horsey girls’ night out (or in), the riding club annual dinner, hunt ball or retailer’s open evening.

There are red, white, sparkling, port and white port options available, with more wines to come from across the Iberian Peninsula. The sensibly priced wines average between £9.99 and £15 per bottle.

Monty has jumped through considerable licensing and labelling hoops to make Shaws Iberian Wines available to the equestrian market. He offers wine-tasting sessions – something that might appeal to bricks and mortar stores in the run-up to Christmas.

Wines can also be supplied for retailers based at equestrian centres with licensed social clubs.

Although the Caballo Oscuro label is exclusive to Shaws Iberian Wines, many of these wines are already award winners.

BREECHES WITH FEEL-GOOD FACTOR Euro-star’s new breeches are designed to flatter women of all sizes from 6 to 18.

The secret lies in the way the seams are placed to achieve comfort and a lovely silhouette.

The breeches suit riders in all disciplines. The Universe style (pictured) retails at around £116.

Euro-star was established in 1959 by Hans Gotzens who was passionate about exploring new materials.

Low calorie feed gets a make-over Hi-Fi Good Do-er is the latest Dengie product to get a makeover. The high fibre, low calorie feed now comes in bright green packs.

A maintenance feed for leisure horses and ponies, Hi-Fi Good Doer contains added vitamins and minerals. The blend of alfalfa and soft straw is lightly coated with molasses. Spearmint oil is included to tempt fussy feeders.

Dengie Hi-Fi Good Do-er can be used as the bucket feed for equines on a weight loss programme, or as a partial or total hay replacer.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 9

ETN|PRODUCT NEWS

THE COUNTDOWN BEGINS… With its new catalogue at the printers, Perry Equestrian turns its attention to planning its stand in readiness to exhibit at BETA International 2020. Consultant Sara Blackshaw shares an update – and some handy hints.

The time has come to make firm plans for that all-important BETA International show stand.

There is always a lot to organise, so making a clear and concise forward plan is essential to success.

Initial discussions need to be around: • What worked well last year, and you would like to do again?

• What new items do you want to introduce?

• Have you any new products or services you can enter in the Innovation Awards? And will they be ready in time?

• Do you want a new look and feel to your stand?

• How can you best use the space you’ve got?

• What targets are to be set to measure achievement over the show’s three days?

Then you need to: • Plot out a budget.

• Get costings on what you need to do new.

• Decide which staff and how many will be on the stand. How will they travel, and will they need accommodation?

• Do you need new stationery, uniforms, stand fixtures, display props? Set this out in the budget.

• Make sure stock of what you need will be available on time to display – and put it on hold to avoid problems later with stock availability.

• Think about things you could do better.

• Ask yourself things like ‘could we improve our lighting to draw customers to our stand’ – batterypowered LED lights are amazingly powerful and effective for highlighting items.

SAFETY DEVICE FOR TRAVELLING HORSES It’s not uncommon for horses in transit to get their front legs over a breast bar or up onto internal tack lockers – often with nasty consequences.

Just such a calamity with their own horse prompted Yorkshire couple Jordan and Nicky Sutcliffe to come up with a solution.

Jordan, a mechanical engineer, set about developing a harness which prevents the horse from rearing yet is safe and comfortable. The device is made from seatbelt webbing, buckles and adjusters with a quick release feature and neoprene padding.

When other horse owners saw the couple’s horse happily wearing his safety device, they started asking where they could get one. And so the Equi Travel Safe harness was launched.

Jordan and Nicky have since patented the design and begun production.

“Over 50% of reported horse transport incidents involve a horse rearing in the horse box,” said Nicky. “It’s really comforting to know that every time someone uses one of our harnesses, it’s another horse that will arrive at its destination safely.”

10 | EQUESTRIAN TRADE NEWS DECEMBER 2019

It takes a great deal of planning to transform this…

…into this

And don’t forget: • Once your list of requirements fits to the budget – and that may need some tweaking – start getting them organised in good time in readiness for the show.

BETA International is at the NEC, Birmingham on 19 – 21 January. To find out about exhibiting or visiting, click onto www.beta-int.com

Ready-to-feed linseed British Horse Feeds’ new Cooked Linseed is made from 100% whole linseed.

The production process involves cooking and micronizing the linseed to optimise its digestibility. Cooked Linseed can be fed straight from the bag.

Linseed provides protein and oil to benefit performance, condition, skin, coat and general health. It has an ideal amino acid profile for horses and is a great source of slow release energy.

British Horse Feeds’ Cooked Linseed also provides a good source of vitamins, trace elements and contains natural antioxidants.

It comes in 20kg bags, with an RRP of around £24.99.

CLEAN UP WITH THESE GLOVES First aid specialist Robinson Animal Healthcare also does a handy line in disposable gloves.

Readigloves are ideal for having around the yard to avoid wound contamination – and for a whole host of biosecurity issues and dirty jobs.

The range includes nitrile, latex and vinyl disposable gloves, all of which provide barrier protection against biological organisms and other nasties.

The gloves are extremely durable and unlikely to tear, making them perfect for use on a busy stable yard.

WWW.EQUESTRIANTRADENEWS.COM

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EQUESTRIAN TRADE NEWS DECEMBER 2019 | 11

ETN|LEGAL DIGEST

When party animals come out to play…

‘Tis the season to be jolly – but beware of festival frolics getting out of hand, say the HR experts at Croner.

W

hen planning seasonal celebrations, organisations should remember that workplace rules on conduct and discipline extend to social gatherings.

Although Christmas parties can be a fun experience for all involved, providing opportunity for the organisation to reward and engage with their workforce, they can also be the cause of significant issues if not managed properly.

Alcohol consumption, coupled with a relaxed social atmosphere, can influence situations – and happenings which may not occur in an everyday working environment, from violent and aggressive behaviour to serious claims of bullying and harassment.

Organisations have a legal duty to protect the health and safety of their workforce at all times. And that incorporates parties.

Companies should not only consider the potential

damage to their overall reputation if staff were to publically display poor behaviour towards their colleagues or the general public. They can also be vicariously liable for the actions committed by their employees in the course of their employment if they cannot demonstrate that ‘reasonable steps’ were taken to prevent instances of poor behaviour.

For example, if a worker was to claim that they were being harassed, and is able to prove that the organisation took no action despite being aware of it and being able to intervene, they may be able to seek compensation at a later date. This extends to work-related social environments.

AFTER PARTY DRINKS This level of responsibility can also incorporate ‘after party’ drinks.

Although these may not be technically organised by the company, it may

12 | EQUESTRIAN TRADE NEWS DECEMBER 2019

still be liable for poor employee behaviour if it can be established that their conduct is sufficiently connected to their position.

This was seen in the case of Bellman v Northampton Recruitment Limited. The Court of Appeal found that the organisation had been liable for the actions of a manager when he punched an employee in the face – because all drinks and taxis had been paid for by the organisation and the perpetrator was asserting his authority as a manager through the attack.

Consider Christmas parties as an extension of the working environment.

Usual standards of behaviour should be expected throughout the event and if an incident occurs, subject it to the same investigatory and disciplinary procedures as though it had happened during working hours.

It is therefore essential that the organisation maintains a strong policy on its approach to bullying,

“Alcohol consumption, coupled with a relaxed social atmosphere, can influence situations…” harassment and managing disciplinary procedures in order to be clear on the steps that will be taken if any accusations are made.

It is also advisable to remind all members of staff of these policies prior to the party. This can help reinforce the organisation’s stance on poor behaviour, ensure employees are aware of the internal consequences of their actions and therefore assist in defending a vicarious liability claim.

If you are a member of BETA, you have access to free advice from Croner via the member support helpline by calling 0844 561 8133.

WWW.EQUESTRIANTRADENEWS.COM

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EQUESTRIAN TRADE NEWS DECEMBER 2019 | 13

ETN|BETA IN RUSSIA

TO RUSSIA WITH LOVE… ETN chats to BETA executive director Claire Williams about the trade association’s recent trade mission to Russia.

WHERE DID THE IDEA FOR A MISSION TO RUSSIA COME FROM? BETA attempted to introduce companies to the potential it could see developing in Russia around 10 years ago, with limited success. We were really pleased, therefore, when the British embassy in Moscow contacted us two years ago, keen to find partners to develop a trade mission. The equestrian sector was identified as an area with potential for British exporters, so the planning began.

Russia has a thriving equestrian world based around large cities, particularly Moscow and St Petersburg. Some British brands do have a presence and are perceived to be of high quality, but there is little proactive exporting.

Maxima Stables, Europe’s largest equestrian centre, was on the group’s itinerary.

The group on BETA’s trade mission to Russia visited Moscow and St Petersburg.

WHO ACCOMPANIED YOU ON THE MISSION? I was joined by Helen Riley, of Champion and Toggi (FBI), Peter Wilkes and Sean Jeffs, of Harry Dabbs and Thermatex, Justin Ridley, of TopSpec, Mark Buchan, of Baileys Horse Feeds, Gary Baines, of Frank Baines Saddlery, and Malcolm Ainge and Igor Moldovanu, of Shires Equestrian.

WHERE DID YOU VISIT AND WHO DID YOU MEET? We began with two days in Moscow, where we had a briefing in the British embassy and met with the Russian Equestrian Federation, media and one of the city’s leading riding clubs for children. Then, we went on to Otrada, where there is one of the leading riding clubs and two main retailers.

The following day included a visit to Maxima Stables – the largest equestrian centre in Europe – before we travelled to St Petersburg, where 14 | EQUESTRIAN TRADE NEWS DECEMBER 2019

WWW.EQUESTRIANTRADENEWS.COM

BETA IN RUSSIA|ETN

Meeting Russian retailers and buyers was an important objective for those on the British trade mission looking for a new market.

we were based at Venta Club to run a series of presentations for a large group of retailers, followed by a meet-the-buyers session.

DID THE VISIT GO ACCORDING TO PLAN? In many respects, it was better than we had hoped for. I had been to Russia before, but it was a first time for the rest of the group and the visa process had been quite onerous and did not give a great impression.

However, we were warmly welcomed wherever we went. The equestrian sector was more sophisticated than expected and we certainly ticked all boxes in terms of learning, meeting and making good contacts – and some delegates even gained new customers and took orders!

The embassy is organising a buyers’ mission to BETA International followed by factory visits. Next year, BETA will put in a bid for funding under the Global Britain Fund and is hoping to arrange a further trip to a different part of Russia, as well as returning to Moscow and St Petersburg to run a series of lectures and demonstrations.

WERE THERE ANY UNEXPECTED MOMENTS? If you mean one of our party being photographed riding a horse on one of St Petersburg’s main avenues at 3am, then yes. A boat trip around the city’s canals wasn’t business, but an unexpected bonus, as was a feature in Gold Mustang – one of Russia’s leading consumer magazines.

WWW.EQUESTRIANTRADENEWS.COM

CAN YOU SHARE SOME OBSERVATIONS OF THE CITIES, CULTURE AND ENVIRONMENT? Contrary to expectations, we all felt incredibly safe as we moved around the cities. The Russians we met were warm, welcoming and delighted that we had taken the trouble to visit.

Equestrianism is growing in Russia and, although not in the same league as some top equestrian nations, it is not just for the uber-wealthy. The food was excellent and very cosmopolitan – we were not plied with vodka or fed cabbage and rye bread, which some had feared would be the case.

Transport was good and the highspeed train from Moscow to St Petersburg runs more than once an hour, which is better than the average British rail experience.

WHAT TYPE OF EQUESTRIAN PRODUCTS ARE CURRENTLY ON THE MARKET – AND ARE MOST OF THEM IMPORTED OR IS THERE ANY OWNMANUFACTURE? There is very little manufacturing – certainly not in the saddlery, safety equipment and feed and supplement sectors. Clothing brands tend to be European and you can usually find all the products you would see in a British equestrian store. In fact, the stores that we visited bore a remarkable resemblance to our own. Rider tastes tend to veer towards the colourful and blingy and, much to the frustration of the saddlers on our trip, French saddlers do have a good presence in the Russian market.

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 15

ETN|SPECIAL REPORT

SPEAKERS “HIT THE SPOT” FOR RECORD NUMBER OF RETAILERS Marketing, customer experience and managing staff in a digital age were some of the topics put under the spotlight at the 2019 BETA Conference on Monday 28 October.

More than 80 delegates – including a record number of retailers – arrived at the De Vere Staverton Estate hotel, near Daventry, Northamptonshire, for this annual industry gathering where a vibrant line-up of presentations took place under the theme Fact or Fiction – Using Data to Drive Your Business.

Onswitch research manager Sophie Curtis explored the customer experience and provided advice to help retailers stay ahead of competitors.

“Every little thing matters,” she stressed. “From a customer’s initial touchpoint with a company to employing mystery shoppers, setting up focus groups and offering team training, retailers need to really understand exactly how their business works and how their customers perceive it.”

Amanda Chadwick, of Croner, gave an entertaining and thoughtprovoking presentation on upcoming changes in employment law. These

The BETA Conference enables the trade to get together, network and gather expert information.

included employee contracts, tweaks to holiday pay and overtime, statutory bereavement leave for parents, itemised payslips, a pension increase and advice on staff sickness management.

“You should always have a stress policy,” she said, “and your approach to wellbeing should create an open and supportive workplace and employ holistic, collaborative approaches.”

Doug Walker, president of the Weatherbeeta Group in the UK, (Photo: Bob Hook)

(Photo: Bob Hook)

mainland Europe, the Middle East and US, explained the importance of marketing in his presentation You Are Wasting Half of Your Marketing Budget – But Which Half?

“The best marketing makes the most money for you,” he said. “It is essential that you know what you want to achieve. After all, if you don’t know where you are going, how will you know when you have arrived?”

He introduced a new BETA Business Award – the TSM Marketing Effectiveness Award, which he encouraged companies to enter.

Public affairs consultant John Arnold provided a tour of the political climate as a general election and possible new referendum looked likely.

Retail consultant Sara Blackshaw’s presentation, The True Value of Your Store’s Stock, looked at the changing face of retailing in terms of stores and how customers have more choice in the way that they buy.

Among an inspirational line-up of speakers were, from left, Doug Walker, Michelle Goodall and Sara Blackshaw with BETA executive director Claire Williams.

16 | EQUESTRIAN TRADE NEWS DECEMBER 2019

She urged retailers to plan ahead, monitor sales to see where growth lies and budget. “Remember that 80% of turnover is 20% of your goods,” she said. “Your stock is your business – it pays wages, keeps customers coming to your store, pays the rent, creates profits for you and is the reason you are in business.”

WWW.EQUESTRIANTRADENEWS.COM

SPECIAL REPORT|ETN Social media expert Michelle Goodall’s presentation, Driving Sales with Social Media Advertising, provided a whistle-stop tour of the finer points of s-commerce and social selling, ad campaign considerations, setting benchmarks, ensuring the right audience, optimising ads for increased effectiveness and community management.

“Don’t just create a single ad campaign,” she advised. “Develop a long-term strategy and make sure that landing pages have been optimised for conversion. Then, moderate comments and use a triage system.”

BETA executive director Claire Williams said: “Our speakers have proved incredibly popular, with topics that really seem to have hit the spot.

We have had some great feedback from delegates – about the presentations and the venue, which has scored highly on all counts.

“The conference is a fantastic opportunity for different sectors of the industry to get together, network and gather expert information and advice to help them run their own businesses more effectively.”

The BETA AGM preceded the conference. Abi Cannon (see People on page 35) was elected as a new member of Council.

WHAT THE DELEGATES SAID… “It was very good – surprisingly good. I expected to be bored but I got a lot out of it. It certainly re-established some basic principles.” Ted Boggis, RB Equestrian.

“It was a brilliant day. The social media presentation was especially useful,” Sarah Poucher, Emerald Green Feeds.

“We enjoyed it very much. We stayed at the [conference] hotel the night before; the food was good and the company was good – a great opportunity to chat to lots of people,” Sarah Lavelle and Laura Peters, Saddles Direct.

“It was really informative. You always learn something new by attending.” Michel Bacon, Saracen Horse Feeds.

“The whole day covered some great subjects and made some really impactful points about a lot of the stuff we believe in.”

Grant Hadwin, Citrus-Lime.

“It’s the first time we’ve been.

We soaked up an awful lot of information – it was quite scary just how much was on offer. We’ve got so much out of attending; so much to take home.” Sara Billinghurst, Stockley Outdoor & Equestrian.

“It was a really useful day with different aspects of the presentations for different members of the team. It’s definitely going to be worth going to BETA International to hear similar speakers again – and of course it’s free to go there.” Veronica Coupland and Fiona Southcott, Eland Lodge Equestrian.

NEW Cooked Linseed From makers of Speedi-Beet and Fibre-Beet

• Ready to feed straight from the sack • A good nutritious feed for performance, condition, skin and coat and wellbeing • High quality protein, with an amino acid profile that supports muscle activity and adds topline • Excellent source of slow release and non-heating energy

WWW.EQUESTRIANTRADENEWS.COM

T: +44 (0) 1765 680 300 F: www.facebook.com/britishhorsefeeds EQUESTRIAN TRADE NEWS DECEMBER 2019 | 17 W: www.britishhorsefeeds.com

ETN|BETTER BUSINESS

Cast your net wide…

Sara Walker considers how networking can help your business.

‘I

t’s not what you know but who you know,’ goes the saying. In reality, it’s often a case of who they know as well.

When social media is a necessity for all businesses, it’s easy to forget how useful face to face meetings can be.

Making contacts on Twitter, Facebook and LinkedIn is essential, but if a potential new customer or supplier can put a face to your name, they’re much more likely to remember you and develop a closer relationship.

Ian Griffiths, a partner at Alvis Printing Services in Cheshire, belongs to Business Networking International (BNI), an organisation holding regular meetings to help business owners find new work and offer mutual support.

“Networking was right out of my comfort zone,” says Ian. “In a changing industry, though, I realised I needed to actively promote our business by connecting with other local business owners.

“I always say to people that networking isn’t time out of your business; it’s still work, but a different type of work to the everyday tasks – and an essential one if your business is to flourish.

Ian attributes approximately 25% of his firm’s turnover to business received through networking. But it goes beyond financial reward.

“I now have the confidence to stand in front of a room of people and

deliver a presentation. I’ve made enduring friendships and professional relationships with other members, and I’ve been able to call on help and support from those members,” he says.

Pam Allen: find people you like and trust.

DEALING WITH ISOLATION Pam Allen owns PA Today, a business support agency, and the networking group NetworkIN Cheshire, a networking group which helps businesses grow their customer base through word of mouth referrals.

“Being in business can be isolating, so groups such as these give you an opportunity to find ‘your people’ – those you can turn to when things are not going so well and you need an outside point of view,” explains Pam. “Networking is work; it’s business development. An opportunity to build your brand, find referral partners and increase your connections. Business is about people, so it’s important to be out meeting face to face.”

Key to encouraging other people to work with you is to know, like and trust them, she adds.

EFFICIENT WITH TIME All business owners need to be efficient with their time, so going to large industry events such as BETA International is a good way to meet the right people.

You never know who you’ll get chatting to – and what fruit that conversation could bear – at events such as BETA International.

18 | EQUESTRIAN TRADE NEWS DECEMBER 2019

Networking isn’t just about finding people to sell to. It’s about starting and growing new relationships with like-minded people who share your passion for business. They may never become a customer themselves, but that relationship may bear fruit in an unexpected way.

Trade shows are also a fantastic source of ideas, an opportunity to review trends, new products and resources to help support your brand.

Chatting to exhibitors and visitors could take your company off in a completely unexpected direction – but you won’t know unless you have that conversation….

Most trade events also have a social aspect to them, such as BETA International’s after-show drinks [on Sunday, 19 January].

Even if you’re local to the event, think about staying overnight and getting to know people in a social context, as during the day everyone tends to be focussed on their own business and will have less time to chat.

People from all aspects of the industry could be there, you never know who you’re going to end up chatting to. Cement contacts you make by connecting on LinkedIn, and by sending a follow-up note a few days after the event.

Arranging to meet up at another show or fixture means you’re guaranteed the sight of a friendly face, and gives you the opportunity to pick up where you left off.

Even in today’s digital world, face to face networking remains one of the most powerful marketing tools available. So take the plunge and find out what having the right conversation can do for your business.

WWW.EQUESTRIANTRADENEWS.COM

SUPPORT FOR RETAILERS|ETN

The best for your business

Whether it’s a retailer caring for consumers or a wholesaler looking after stores, it’s product choice and customer service that counts. ETN finds out more about how Agrihealth supports stockists.

Animal health experts When it comes to ‘selling’ animal health, outstanding product knowledge is a hugely influential factor. And it’s something Agrihealth has covered with: • Inviting trade customers to its HQ for detailed training in key product ranges. Back in store, this enables retailers and their staff to speak confidently about the how, when and why different products should be used.

• Agrihealth’s sales representatives are constantly training [trade] customers on its products and helping them develop their knowledge. In-store training is an on-going part of this wholesaler’s sales teams’ duties.

2020 vision

Agrihealth invites retailers’ staff to its HQ, which has its own showroom, for detailed product viewing and training.

F

rom ponies to poultry, it’s been a busy year for Agrihealth with new brands popping up left, right and centre.

Indeed, delivering fresh opportunities is a golden thread which runs through everything this wholesaler does.

Importantly, Agrihealth makes it easy for stockists to grasp those new opportunities too.

You know what they say. If you always do what you always did, you’ll always get what you always got… So the ability to try something new – at minimum risk – is just what retailers need right now.

Supporting the trade Agrihealth remains 100% committed to supplying the trade, be it inspiring diversification or attention to detail when it comes to backing up its retailers.

The company’s philosophy is best summed up by its three-way motto: • Exceptional customer service • Extensive range of choice • A partnership approach

Agrihealth’s big plans for the new year – and new decade – include giving back to the trade as well as working with retailers.

“We will kick off 2020 with BETA International where we will showcase new products and hope to meet even more new and existing customers,” says Stephen Murphy.

“We’re also very excited to be sponsoring the demonstration area under the Liveryman brand. We’re looking forward to being even more involved with the show.”

And for the rest of the year – watch this space…

Rugs have joined Agrihealth’s already comprehensive product choice.

So what have been the highlights for Agrihealth in 2019?

• The integration of the Mackey Equestrian business which has added more than 4,000 new products to its listings.

• Huge growth in its poultry offering from the Copele range.

• A series of successful [trade] customer visits to Agrihealth’s Northern Ireland and Republic of Ireland locations. More than 60 attendees representing retail businesses were invited to see and experience Agrihealth’s portfolio of products and own brands including its in-house clipper servicing, repair and blade sharpening facilities.

• Highlight of the year, says Stephen Murphy of Agrihealth, has been “the continued positive feedback from customers and the support they have given us.”

WWW.EQUESTRIANTRADENEWS.COM

The integration of the Mackey Equestrian business has added more than 4,000 new products to Agrihealth’s portfolio.

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 19

ETN|SUPPORT FOR RETAILERS

We’re right behind you The best suppliers do more than stock your shelves with great products – they support their retailers in other ways too, as ETN discovers.

Getting customers through your door Equestrian fashion brand Equetech offers a click & collect service for retailers who decide to opt in.

It works like this; orders placed on the Equetech website are assigned to the consumer’s local stockist for fulfilment.

The stockist gets the sale – and a new customer through their door.

Also from this British designed clothing collection are: • Key product posters per season to display throughout the store in multiple locations.

• Custom header boards, as required.

• Seasonal collection ‘look book’ flyers.

• Custom cross country shirt point-of-sale 3D displays (pictured).

• Equetech trade web login for retailers to check stock levels, delivery dates on out of stock items and place orders for next-day despatch.

Here, stockists can also arrange drop-shipping to regular customers, view their order history and check the trade sale page.

RETAIL TIPS

Do you need to get out more?

SELLING WITH CONFIDENCE

The world of supplements can be confusing, and it’s not always easy to know how to answer customer enquiries.

“Is this supplement suitable to compete on?” “How can I balance my horse’s diet?” “Why has the manufacturer listed ‘ash’ on their label” These are common questions that crop up in store that require specialist knowledge to answer.

NAF helps hugely via its nutritional advice helpline and area sales managers. And when it comes to bringing the necessary knowledge directly to retailers, the answer is training.

By having that knowledge, stockists can instil confidence into their customers about the products they’re buying.

HIGHER LEVEL TRAINING NAF offers bespoke AMTRA accredited training on a variety of topics. The SQP [suitably qualified person] is a valuable asset to any retail business, and if you’re able to offer your customers informed advice over broad subject areas, it can only be beneficial to your store, your customers, and their horses.

During a recent CPD training day at Cricklade House Hotel in Wiltshire, a good number of stockists attended from locally and further afield. Feedback from SQPs who were keeping their CPD points up to date [as required to maintain their qualification] was that it’s refreshing to be able to do so through nutritional training as well as for learning about anthelmintic and flea treatments.

Training was delivered by NAF’s Registered Nutritionist Kate Hore RNutr (Animal) and delegates appreciated both the training and the opportunity to discuss all things ‘supplements’ with the NAF team.

Said attendee Sara from GB Total Equestrian: “I really enjoyed the whole day. I found it especially helpful as I’m fairly new to the business despite having worked with horses for most of my life.

“Kate made the whole day interesting and informative, and I found her passion for what she does very infectious.”

ENJOYABLE TOO • Running a retail business can be lonely in so far as you rarely get to talk to like-minded people who share similar experiences and pressures. So make a point of visiting BETA International next month. Admission is free on pre-registration at www.beta-int.com • BETA International is also a brilliant place to get inspiration for displays, in-store merchandising, see what’s new and to network. There’s a free-to-attend after show drinks party early on the Sunday evening.

It’s always buzzing and too good to miss.

20 | EQUESTRIAN TRADE NEWS DECEMBER 2019

It’s not only the delegates who relish these training days.

As Kate says: “I always enjoy the chance to get away from my desk and talk to our customers, and inevitably end up learning something myself too!

“We have a lot of fun during the day, as well as it being a great opportunity to concentrate on the more scientific aspects of our products.”

NAF training days are free to attend. They’re are open to all stockist staff, whether SQP qualified or not. NAF AMTRA accredited training is also available in store.

Find out more from your area sales manager.

WWW.EQUESTRIANTRADENEWS.COM

XXXXXXXXX|ETN

Building bonds with good advice “We want to support our stockists as much as possible. After all, they are our shop windows,” says a spokesman for bagged forage specialist HorseHage.

Feed sales are almost always still done face-to-face with horse owners using their local merchants rather than online.

So when a customer comes into a store wanting advice, they expect the retailer to have at least a basic knowledge of the products they’re selling.

Good, correct advice gives confidence and establishes a good relationship leading to further purchases.

“For this reason, we offer free online staff training on all our products. All applicants that achieve 90% receive a free certificate and HorseHage and Mollichaff Feed Advisor polo shirt,” says a spokesman.

HorseHage also supplies point-of-sale items such as branded vinyl banners, corex boards, product brochures and display holders, range posters and flyers.

The company’s sales representatives are happy to give talks, attend retailers’ open days and arrange free Mollichaff samples.

TRY SOMETHING DIFFERENT If you don’t usually stock feed, Blue Chip has something for you…

How about a range of nutrient-dense balancers with a long shelf life and packed in attractive, stackable, rodent-proof tubs?

If you like the sound of this, Blue Chip can help further with a chrome shelving stand, point-of-sale shelf graphics, free samples, staff training, nutritional information folders, leaflets, creative and technical support.

The package is centred on Blue Chip’s Super Concentrated Balancer range which sits well in store alongside supplements.

Introductory offers can be tailored to suit your business.

Sarah Keenan, Blue Chip’s commercial executive, is the company’s dedicated trade contact who can tell you more.

Sarah and her team are also happy to attend stockists’ open days and support retailers’ own ideas.

RETAIL TIPS

Make the most of what’s out there…

• Pester reps for samples, point-of-sale material and special offers. If you don’t ask, you don’t get.

• Keep promotional literature tidily displayed and well dusted. Dog eared leaflets are a big turn-off.

• Use lighting to highlight posters and notices. It makes all the difference on a dreary winter’s afternoon.

• If you’re a member of BETA, make the most of it.

There are so many benefits available – not least of which is being entitled to display the BETA logo as a sign of a reputable business.

• Use your suppliers as a sounding board. Next time you call them to order in some stock, ask what’s selling well and which colours are most popular.

Pick reps’ brains too.

• Use seasonal themes to decorate your store or website. Valentine’s Day is coming up – and who doesn’t love their horse? Easter’s just around the corner – chocolate egg hunt, anyone?

WWW.EQUESTRIANTRADENEWS.COM

REGISTER TO VISIT 19-21 JANUARY 2020 NEC, Birmingham, UK info@beta-int.com +44 (0)1937 582111 www.beta-int.com Main Sponsor TRADE SHOW SUPPORTING THE EQUESTRIAN TRADE NEWS DECEMBER 2019 | 21 INDUSTRY

ETN|BETA INTERNATIONAL 2020

Secure a winning edge at

BETA International is the leading trade show for e at the NEC, Birmingham, from 19 to 21 January 2 benefit from a presence at the show and high

EXHIBIT BETA International is a powerful industry platform, primed and ready to bring buyers and suppliers together from around the world for three days of business and buying.

This ultimate trade show experience brings a whole host of benefits and added-value extras for companies that exhibit here. It also: • Puts brands and businesses in front of a trade-only audience of 3,500 ABC-audited visitors.

• Automatically enters every exhibitor into the BETA International Best Stand Awards.

• Allows influential industry names to mingle and meet one another.

• Gives free entry into the show’s Innovation Awards.

• Offers a great range of stands with sizes, designs and prices to suit all budgets and requirements.

• Provides an experienced team of contractors to take care of stand build.

• Gives exhibiting companies a free listing in the show catalogue and free editorial in Equestrian Trade News, the show’s official media partner.

• Includes exhibitors in the show’s international marketing, social media and advertising campaigns.

• Creates the opportunity for exhibitors to reach out to buyers from the equestrian, pet, country and giftware sectors.

• Allows exhibitors to showcase their products in special features such as the Fashion Show, Charles Owen Spotlight, Shires Equestrian New Product Gallery, Saddlery Pavilion, Pet Product Gallery and Liveryman Demonstration Arena.

• Issues an invitation to join visitors and show organisers for the free After-Show Drinks on the first day.

SPECIAL FEATURES

VetSpec Coffee Shop The perfect meeting point for a five-minute catch-up over a cuppa.

The Charles Owen Spotlight A brilliant entertainment and education stage – home to the Fashion Show, presentations by top speakers and the industry debate Talking Business, hosted by ITV newscaster Alastair Stewart.

Pet Product Gallery A new display area showing the pet sector’s finest gear and equipment.

Seminar Theatre A new area with a vibrant collection of seminars, including companion animal and equine CPD modules for SQPs.

NAF Five Star Champagne Bar A great place to relax with a glass of bubbles.

The Liveryman Demonstration Arena Packed with a full and exciting programme of activity, including working dog displays with top UK trainer Ricky Moloney, dog agility, clipping and saddle and bridle-fitting demonstrations.

BOOK YOUR STAND NOW

Contact Darren Mottershead T: +44 (0) 1937 582111 E: darrenm@beta-int.com Official Media Partner

22 | EQUESTRIAN TRADE NEWS DECEMBER 2019

WWW.EQUESTRIANTRADENEWS.COM

BETA INTERNATIONAL 2020|ETN

t BETA International 2020

equestrian, pet, country and giftware, taking place 2020. We look at how visitors and exhibitors can hlight some of its special features and events.

VISIT

After-Show Drinks

Retailers keen to try out a little diversification – and those that have already moved into this lucrative field – can cast their net wide to catch some of the equestrian, pet, country and giftware’s most exciting new products. From quality leatherwork and saddlery to science-based nutrition, buyers are literally spoilt for choice.

Visiting the show allows retailers to see the latest launches and sets them ahead of the competition. It also:

Exhibitors and visitors are invited to get into the party mood by joining show organisers for free drinks and canapés at The Charles Owen Spotlight on Sunday at 6pm.

• Gives them the pick of products from around 200 exciting companies from the UK and overseas.

YOU ARE INVITED! Awards Ceremony Retailers and exhibitors can attend the show’s Awards Ceremony at The Charles Owen Spotlight on Sunday at 5.15pm to discover who has won the Innovation Awards – sponsored by Equestrian Trade News – Best Stand Awards and Society of Master Saddlers and Neue Schule competitions.

Shires Equestrian New Product Gallery

• Allows them to put faces to names and network with industry counterparts.

A contemporary showcase highlighting all that’s new in the world of equestrian and country.

• Grants them a ringside seat to hear the winners of the show’s Innovation Awards announced.

Saddlery Pavilion Supported by the Society of Master Saddlers and the Saddlers' Company, this fantastic area allows saddlery and leather suppliers to promote their products to an industry audience. The pavilion can accept a maximum of 14 stands and only those that have not had an independent presence at the show during the past two years are eligible.

SO MUCH THAT IS FREE! Free entry on registration at beta-int.com.

Free parking.

Free shuttle buses from the car park to the show.

Free show catalogue and visitor bag.

Free copy of Equestrian Trade News.

Free show seminars, including CPD modules.

Free After-Show Drinks on first day of show.

Free wifi.

Free demonstrations and displays.

WHO’S APPEARING From large, well-established household names to quirky, new start-up businesses, there are lots of companies to visit at the show. Flick to page 32 to see the full exhibitor list.

19-21 JANUARY 2020 NEC, Birmingham, UK www.beta-int.com

• Makes visiting as easy as possible, with nearby motorways, train station and airport.

• Puts visitors in touch with the show’s hotel booking agent, Event Express, for the best prices in town.

• Provides exciting feature areas to make light work of sourcing the latest products to hit the market.

• Introduces them to exhibitor show-only offers.

• Presents the perfect opportunity to attend the show’s free seminars, some with CPD points available.

TO VISIT FREE, REGISTER at www.beta-int.com

Main Sponsor

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 23

ETN|BETTER BUSINESS

Little white lies or big fat fibs?

Fake reviews are on the up. Don’t let them damage your business, says Adam Bernstein.

F

ake reviews have featured in the press a lot recently, most notably Which? finding that Amazon was “flooded by fake five-star reviews.”

They are certainly not a new phenomenon and such practices have no doubt existed for as long as people have been reviewing products and services.

Back in April, the BBC reported that Iain Taylor, a 44-year old from Sussex, wrote fake online reviews for a little as £41. "I’ve written reviews from numbing creams to eBooks to downloadable independent films," says Taylor, adding: “Since I started doing it, I tell my family and friends not to trust reviews.”

The explosion of online has made fake reviews a very lucrative business.

As Gwendoline Davies, head of commercial dispute resolution at law firm Walker Morris, comments, “it can be difficult for businesses to identify, prevent and respond effectively to fake reviews.” But she thinks the tide is turning, noting a landmark case in September 2018 that saw an Italian court sentence a man to prison for ‘paid review fraud’ – the first case of its kind.

As Davies knows, consumers have become increasingly reliant on reviews “and the weight given to reviews of a business in general when deciding whether to make a purchase is often greater than that of traditional advertising.”

She says that this trend in buyer behaviour has opened the door to ‘review brushing’ – hiring people to provide positive feedback in order to boost the vendor up the rankings in online searches.

Fake negative reviews can be devastating, especially for small businesses. A 2015 report in the Daily Telegraph reckoned that “bad reviews and online 'trolls' cost UK businesses

up to £30,000 a year.”2 In America, a newlywed couple undertook a campaign of fake negative reviews about their wedding photographer, who was forced to close down his business as a result3.

Apart from review brushing and posting fake reviews, the marketplace is increasingly experiencing indirect unscrupulous practices. These include sellers offering free goods in return for positive reviews; sellers insisting that a refund to a consumer is conditional on the consumer providing a high or five-star rating; or sellers refusing to provide refunds where consumers have posted honest but unfavourable reviews.

Fake negative reviews can be devastating, especially for small businesses.

EFFECT ON THE MARKETPLACE The problem for businesses and consumers alike is that on selling platforms such as Amazon and TripAdvisor, the number of positive reviews a seller has directly affects its prominence in searches. And a seller with a higher rating is likely to sell more.

In 2015, the Competition and Markets Authority (CMA) reported that 54% of UK adults use online reviews and that £23 billion per year of UK spending is potentially influenced by them. These figures will have increased since then.

https://www.bbc.co.uk/news/uk-47952165 https://www.telegraph.co.uk/finance/businessclub/11635195/Bad-reviews-and-online-trolls-cost-UK-businesses-up-to-30000-a-year.html 3 https://petapixel.com/2015/06/01/i-was-a-victim-of-the-fake-negative-review-scam-that-targets-photographers/ 1

2

24 | EQUESTRIAN TRADE NEWS DECEMBER 2019

WWW.EQUESTRIANTRADENEWS.COM

CHRISTMAS GIFTS|ETN

HOW CAN BUSINESSES PROTECT THEMSELVES? Davies says businesses can fight back and says that “one tip for spotting fake reviews is to read reviews carefully.

“Typically, companies who provide fake review services use several writers for the task, so the first few reviews may appear genuine. However, as more reviews come in, patterns may emerge. A careful analysis of reviews may reveal similarities in style and language which indicate that the reviews came from the same source and are therefore not genuine.”

Reputation management software can screen reviews against various data points (language, date, image, etc) to automatically identify and remove fakes. And wherever reviewers have profile pictures of any kind, reverse image searching across the internet can detect those ‘people’ or accounts who post repeated reviews.

Firms such as Trustpilot claim to take the matter seriously. It says “…no system is perfect, but computers tend to be more accurate than the average person reading reviews. That's why we combine customised software with an international team of dedicated investigators and compliance agents…”

Davies says that businesses can deal with fake reviews in two ways: either respond to reviews directly or hire a marketing firm to do the job by improving a business’s image and ratings. She warns, though, against strategies that involve review brushing, as that could result in liability, not to mention potential reputational damage.

Keeping customer service excellent at all times is another top tip. Dealing positively and effectively with issues or complaints helps to minimise the

potential for disgruntled customers airing their grievances online.

Davies also points to routes for businesses to take legal action.

• The Consumer Protection from Unfair Trading Regulations 2008 bans a number of unfair commercial practices that mislead consumers.

• Business Protection from Misleading Marketing Regulations 2008 includes, among other things, a general prohibition on misleading advertising which may include false reviews.

• Defamation. This won’t help a business against a genuine ‘bad’ review.

However, the tort of defamation can be used against unfounded reviews which damage a business or its reputation.

• Misrepresentation.

If, when purchasing, a party has relied on a fake review which has been solicited by the business, this may be actionable.

• Fraud by false representation. This may apply where a claimant is able to prove the dishonest intentions of the person posting the fake review.

• Providing fake reviews can constitute a criminal offence under various other statutory provisions (eg. consumer protection legislation, The Trades Description Act) and can be punishable by a fine and/or imprisonment depending upon how the offence is classified.

To summarise, it’s essential that businesses do all they can to protect their brand, the credibility of their products and their online presence. If they don’t, it’s unlikely that anyone else will.

Adam Bernstein is a business writer of 25 years’ experience.

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EQUESTRIAN TRADE NEWS DECEMBER 2019 | 25

ETN|SPECIAL REPORT

When rugs are a hot topic Whether to rug their horses – and which weights to choose when – is the 21st century horse owner’s dilemma. Kieran O’Brien MRCVS brings some science to the debate.

A

nyone who has kept horses for more than, say, 20 years will be mildly baffled when reading discussions on Facebook regarding what weight of rug a horse owner should apply on a particular day.

This is because, years ago, rugs came in only one ‘weight’. Turnouts were made from canvas and stable rugs from woven jute fabric. Both were lined with a single woollen blanket.

As a whole range of rug weights (five from one leading manufacturer) are now available – many of them with the hitherto non-existent neck covers – does that mean that horses were cold in former years? Recent research suggests this was not the case.

AMBIENT TEMPERATURE When deciding what weight of rug to apply – or whether to rug the horse at all – we tend to be guided by two things: how cold the ambient temperature is (or is likely to become) in the field or the stable, and how cold (or otherwise) we personally feel.

This assumes that a horse’s perception of, and ability to withstand, cold is similar to ours. But we have known for years that the equine thermoneutral zone – the ambient temperature at which a horse does not have to alter

its physiology to keep cool or generate heat – is 5-25°C. This is quite different from ours which is 25-30°C if naked.

It follows that on cold days our personal appreciation of our own thermal comfort cannot be applied to horses. They are far more coldresistant than we give them credit for.

They have a fur coat and, as they are much bigger than us, they have proportionally a smaller surface area than we have for heat loss in relation to their volume.

Although the lower limit of the equine thermoneutral zone (the lower critical temperature or LCT) in temperate zones is generally stated to be 5°C, horses have a remarkable ability to acclimatise to cold if given time to do so. In Arctic regions, the LCT in un-rugged horses may be much lower than this.

WINTER COAT GROWTH Although it has been generally believed that the stimulus to grow a winter coat is an interaction between shortening day length and decreasing ambient temperature (especially at night), recent research has shown that ambient temperature is the only stimulus.

So in a mild autumn, the rate of growth of a winter coat will be much slower.

And if a horse is rugged in autumn it may grow very little winter coat if any at all. It then will not have sufficient coat to withstand winter cold, so it becomes trapped in a rug ‘addiction’.

A horse responds to cold by raising its haircoat to trap warm air (piloerection), by seeking shelter from wind and rain, by allowing the extremities (limbs, ears etc) to become cold by reducing the blood supply to them, by increasing its metabolic rate by burning its energy reserves to generate heat, and, if necessary, by shivering.

CENTRAL HEATING Fermentation of fibre in the horse’s caecum to produce absorbable nutrients is an inherently inefficient process in that 40% is lost as heat. This heat keeps the horse’s body warm.

Feeding supplementary forage, therefore, is a good way to provide ‘central heating’ for horses. In addition to the caecal ‘internal combustion engine’, the normal metabolic processes of the horse also produce heat. These are accelerated when the horse is cold and result in weight loss.

This phenomenon is normal in feral horses and can be usefully exploited in domestic horses to reduce obesity.

Sadly, it is often counteracted by rugging and feeding.

CLIPPING COMPENSATION Clipping removes an insulating layer of hair so it is logical that this must be compensated for by rugging. But how are we to tell how many rugs are needed, or how insulating (fill weight) they must be?

Feeling under a horse’s rug is better than checking his ears – but it’s unreliable as a measure of how warm or cold he is.

26 | EQUESTRIAN TRADE NEWS DECEMBER 2019

Feeling a horse’s ears as an indicator of how warm he is, is deeply rooted in equine folklore, but is now known to be very unreliable.

Feeling under the rug by the withers is a better guide; but it is not perfect – notwithstanding the fact the WWW.EQUESTRIANTRADENEWS.COM

SPECIAL REPORT|ETN Vitamin D synthesis requires the skin to be exposed to sunlight, so there should be a period in the day when no rugs are worn.

STABLED HORSES

Rugs are available in a myriad of weights, with and without neck covers. So were horses constantly cold under the old-fashion rugs with singleblanket liners?

temperature of the hand itself has a big influence on the perception of the warmth of a surface. If you’re in a cold stable and your hand is cold, the horse will feel warmer.

Studies at Sparsholt College using the Orscana skin temperature monitoring device, attached to the rug in the flank region, have shown that when horses were over-rugged such that the skin temperature was above the thermoneutral limit of 25°C, the researchers were unable to detect this with their hands.

And although the device showed that the humidity level under the rug indicated the horses were starting to sweat, this could not be detected either.

These horses showed no external signs that they were thermally stressed. So, in other words, your hand can probably tell you if the horse is cold, but it will not tell you if the horse is too warm.

OUT-WINTERING Out-wintered horses that have been allowed to grow a normal winter coat will not generally need rugging except a) to keep them clean for riding; b) when the ambient temperature approaches 0-5°C especially if there is rain or wind and no shelter is available; c) if the horse is susceptible to the skin infection ‘rain scald’; d) if the horse is a fine-skinned non-native type.

The results of studies with the Orscana sensor (RRP around £90) have indicated that many stabled horses must be over-rugged.

People that have purchased the device have been very surprised by the results and by how frequently they have overestimated their horses’ rug requirements.

The objective data provided by this sensor now supports the original belief of former horse keepers that the relatively thin ‘old fashioned’ rugs – with a single blanket liner and no neck cover – probably provided sufficient warmth for most clipped horses except when the weather is unusually cold.

The current practice of applying variable weights of rugs depending on the ambient temperature – or more probably, the owner’s perception of their horse’s thermal comfort – is not based on good science.

All the objective evidence from sensors suggests that, given average winter conditions, rugs can often be much thinner, lighter, or fewer than we think.

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EQUESTRIAN TRADE NEWS DECEMBER 2019 | 27

ETN|CPD FEATURE

Cracking

the code

Exemplary standards are expected from professional, qualified saddle fitters, as Beatrice Blakeman explains fitting and saddlery training, making sure that standards remain high and that entrants from all routes are supported.

Saddle fitters who read the feature and submit correct answers to the quiz will receive one CPD point from the Society of Master Saddlers (SMS).

The Society of Master Saddlers (SMS) has long been associated with skilled crafts people and tradition, and over the last two decades the field of saddle fitting has grown significantly.

The SMS held its first saddle fitting assessments in 1995 before partnering with City & Guilds (C&G) in 2007. The attainment of the C&G Certificate in Saddle Fitting is seen as the gold standard and recognition of a high standard of expertise. This qualification is independently verified and accredited and is recognised worldwide.

The SMS executive committee oversees and pushes for continual development of educational pathways for both saddle

This spirit of development is continued after qualification as members undertake Continued Professional Development (CPD). SMS Qualified and Registered Saddle Fitters (Reg. QSF) are required to maintain an average of 15 points over two years. All society members are expected to uphold high professional standards with regard to service, and welfare of horse and rider.

Being an SMS Reg. QSF or SMS member requires the individual or company to run their business in accordance with the society’s Code of Conduct which states: “The prime responsibility of the SMS and its members is to the health and welfare of the horse and the comfort and safety of the rider.”

SMS members are expected to: • Adhere to the highest standards of health and safety, including bio security.

• Maintain professional standards at all times.

• Correct or replace any defective goods.

• Carry out repairs to items in a satisfactory manner using materials fit for purpose.

28 | EQUESTRIAN TRADE NEWS DECEMBER 2019

Templates should be recorded on all saddle fitting consultations.

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CPD FEATURE|ETN

The recommended saddle fitting procedure includes taking a template and seeing the horse ridden.

• Encourage their apprentices and trainees to reach their full potential.

• Support UK based manufacturers.

• Hold the appropriate professional indemnity insurance.

• Advertise within the current legislation.

• Maintain client/owner confidentiality unless there is a lawful obligation to do otherwise.

• Not make false claims about their qualifications.

The Code of Conduct also goes into further details with regards to saddle fitting. Members who offer this service are expected to: • Keep full records, including taking templates at each visit.

• Inform customers of the costs of their service prior to attendance.

• Comply with legislation and consumer protection law. For example, the 14 day right to cancel a contract is a necessity

“The SMS Code of Conduct sets members apart from other saddle suppliers who do not operate under a professional trade body.” for distance (offpremises) selling.

• Carry out the recommended saddle fitting procedure which includes seeing the horse ridden.

• Offer an after-sales service and recommend a re-visit or check within three months of a new saddle being fitted.

SECOND OPINIONS Guidance is also offered on giving second opinions on saddle fitting. It is easy to fall into the trap of giving an informal assessment from a quick glance, pushed by the horse owner who is desperately trying to find a resolution.

Here, the SMS recommends a cautious approach; a wrong word or

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misinterpretation may unknowingly cause damage to another member’s reputation. These cases are often sensitive and should be handled with care as follows: • If the saddle has been fitted recently by another member (within six months) and you are advised that there is a problem, you should make no criticism of the original fitting. You should then firstly refer the customer to return to the original fitter to give them the opportunity to resolve any problems.

Bear in mind that in some instances, the original fitter may not even be aware there is a problem.

• If the client is not prepared to work with the original fitter, then it is appropriate for you to contact the original fitter to discuss (with the owner’s consent) the case and what has transpired.

• Remember you can only give a second opinion based on what you see with regards to a saddle on the day. You should not comment on how it may or may not have fitted months previously.

• Be careful not to undermine fellow SMS qualified saddle fitters.

Knowingly doing so to members of the public can reduce confidence in the profession as a whole. continued...

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 29

ETN|CPD FEATURE

IN CASE OF COMPLAINT The Code of Conduct is there for SMS members’ protection. To crack the code – use it to your advantage, remember that’s what sets you, an SMS member, apart from other saddle suppliers who do not operate under a professional trade body.

Following the code usually means that formal complaints are avoided, communication remains open and, most importantly of all, the welfare of the horse remains paramount.

In the case of a complaint being made, the SMS office will initially try to liaise with the member and the complainant to re-open the communication channel. In most cases, this is sufficient for both parties to find a satisfactory outcome.

If an individual wants to make a formal complaint, they must do so in writing, detailing all appropriate information. This is then passed to the SMS liaison officer, who will determine next steps and if a formal second opinion is required to resolve matters.

As a fellow business owner and SMS Reg. QSF, these are my own personal recommendations which sit alongside the SMS Code of Conduct: • Have your own policies and procedures in place to deal with complaints and problems. You and your employees can then work to this guideline to move a situation forward.

• Resolve any problems within 7–14 days if achievable; it will mean less stress for you and your client.

• Put pride and principle aside – look for resolution – your reputation is built not only on the good times but how you deal with the bad or more challenging times.

• Don’t take a complaint personally. Initial communication can be tense. Generally, people are nervous about complaining, they are worried about their horse, and they almost certainly lack the breadth of knowledge you have about saddle fit.

Responding calmly and collecting all relevant information will soothe your relationship with the client, and show them that you are just as keen to resolve the issue. Very often only small adjustments are necessary.

• Speak to your colleagues.

We are out on our own most of the time, and it can really help to speak to fellow QSFs, if not just to confirm that you are not alone in your concerns and worries.

With your client’s consent, look to more experienced members to advise you on challenging cases.

Details of the SMS business guidelines and Code of Conduct can be found at www.mastersaddlers.co.uk in the members’ area.

Or contact the office for details.

• Respond to clients ideally within 24 to 48 hours of notification of a problem.

• Keep communication channels open. If you haven’t heard back, don’t think ‘no news is good news’, follow it up and be seen to making an effort to find a satisfactory outcome.

• Look to re-visit the client and their horse within 7–14 days, wherever possible.

30 | EQUESTRIAN TRADE NEWS DECEMBER 2019

About the author: Beatrice Blakeman is the owner of Crewe Saddlery and SMS vice president.

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CPD FEATURE|ETN

SMS CP Questio D Decem ns b 2019 ET er N

SMS CPD QUIZ Saddle Fitters

SELECT YOUR ANSWERS AND TICK THE BOXES 1. In what year did the SMS hold its first saddle fitting assessments?

■ 1985 ■ 1995 ■ 2007 2. How many CPD points does an SMS Reg. QSF have to achieve over two years?

■ 15 ■ 25 ■ 50

3. When distance selling, what is a member expected to provide their client with?

■ 7 day right to cancel contract ■ 14 day right to cancel contract ■ 30 day right to cancel contract 4. At each visit, a saddle fitter should do what?

■ Take templates ■ Have a brew ■ Catch up on the gossip

Full name Company name/ address Email Telephone number

5. If you’re asked to give a second opinion on a saddle fit that has been fitted by another member in the last six months, what should you do initially?

■ Refer them back to the original fitter ■ Say the saddle never fitted ■ Criticise the other fitter 6. When dealing with a complaint, what is the ideal time-frame in which to make a re-visit?

■ Within 7-14 days ■ After 30 days ■ Within 3-6 months

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.

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

YOUR QUALITY STARTS WITH US

Since 1982 we’ve been supplying the equestrian trade with the kind of products and materials they need to offer the highest quality to their customers. Come and see us on stand G10.1 at BETA International and find out how we can help you be the best you can be.

Talk to us on stand G10.1 at BETA International Abbey England Ltd, Abbey House, Haig Rd, Knutsford WA16 8DX

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EQUESTRIAN TRADE NEWS | 31 THEDECEMBER DIFFERENCE IS 2019 OUR VALUES

ETN|SADDLES & LEATHERCARE

EXHIBITOR LIST A.S.International Abbey England Absorbine Agrihealth Anderson & Co Publishing Artistic Intl Aspfase Baillie Haylage Baleno Battles Bed-Down LLP Bedmax Shavings Ltd Bequestrian Best Horse Company Bliss of London Ltd Blundstone Bombers Bits Botanica International Ltd BrandWorx Intl BRC/BD/FML British Country Collection British Equestrian Trade Association British Horse Feeds & The Golden Paste Company British Horse Magazine Burlybed Cambrian Pet Foods Ltd Carr & Day & Martin, Day, Son & Hewitt Charles Owen/Airowear Chatham Footwear Chillout and Qhp Citrus-Lime Comfybed Plus Covalliero/Bucas/ GoLeyGo Crafty Ponies CSP Countryside Greetings Darker Sports Delfin Industries Delta Mart Dreamers & Schemers Boot Socks for Awesome Equestrians DVR Equestrian Sport ecorider, apollo air, cameo equine Elico Equestrian/ Jenkinsons Emerald Green Feeds Equilibrium Products Equine America (UK) Ltd Equine Careers Equine Productions Equitana EqWax ETN (Equestrian Trade News) European & British Equestrian Distribution Fearns Premium Range First Euro Group FOMO

Freestep Fynalite Gallop Equestrian Ltd German Horse Industry Consulting GmbH Gibbins UK Ltd Grubs Boots Ltd H K M Sports Equipment GmbH Heiniger UK Ltd Henry Wag Highland Wear Holland Animal Care Hoof & Woof Horse & Hound Horse & Rider Magazine and PONY Magazine Horse First Horse Health Trade Horseware Ireland Impact Gel/Ca Intelligent Retail International Energy Crops Ltd Ipotane Saddles Jin Stirrup John Whitaker International Ltd/ Brogini Ltd JuBea SRL Unipersonale Kevin Milner Countryside Greeting Cards KM Elite Products Ltd Leaden Wear Life Data Labs Inc Likit Products, Stud Muffins, Bizzy Horse, Thomas Pettifer & Co M J Equine Ltd medilogic Medimark Scientific Mountain Horse NAF Neue Schule Noble Equestrian NutriScience Omega Alpha Omega Equine Supplements Ornella Prosperi B&B SRL Pampeano Polo Percussion Perry Equestrian Pet’s Up Products Ltd Platinum R & Z Exports Ready One Red Gorilla® Redpin Publishing Ltd Royal Equestrian Sports Royal Scot Rubens Corporation Ruksh International Rupert and Buckley

Saddlery Brands International Saddlery Brands International Saddlery Trade Services (STS WALSALL) SB Exports Schockemöhle Sports GmbH Shapley’s Superior Grooming Products Shires Equestrian Products Smart Grooming Ltd Snowflake Animal Bedding Stride Free Stubbs England The Equestrian Sponsorship Hub The Original Muck Boot Company The Saddlery Training Centre Ltd The Society of Master Saddlers The Wide Boot Company Toggi/Champion TopSpec Equine Ltd Treehouse USG Germany and Tekna Vale Brothers Ltd Valentine Equine Waldhausen GmbH & Co KG WildWash Woof Wear Xiamen Kingtom Rubber-Plastic Co.Ltd Your Horse Magazine ZERO in Ultra Power Zhangzhou Longwen District Xiaoniueryi Textile Co Ltd Zhangzhou Rich-Link Trading Co Ltd THE SADDLERY PAVILION Black Country Saddles Capel Manor College Custom Saddlery Ltd Discovery Saddles DLF Saddle Company Limited Frank Baines Saddlery Hastilow & Sons Ltd Hastilow Competition Saddles Ideal & WRS Saddle Company Ltd Sabre Leather Solution Saddles Spire Leather Company Ltd The King’s Troop

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32 | at EQUESTRIAN (Correct time of going toTRADE print) NEWS DECEMBER 2019

What’s new in saddlery?

ETN checks out the latest in saddles and leathercare.

SADDLE FITTING MADE EASY Solution Saddles is offering saddle fitters the opportunity to add its Smart saddle range to their stock – at no cost.

Product training and demonstration saddles can be provided free of charge by the UK based manufacturer, with no financial investment required.

Patented, fully flexible Smart saddles accommodate all back shapes. They provide a longterm solution for every horse, including those which are sensitive or difficult to fit.

Handcrafted using English leather, these saddles are easily adjusted throughout the season.

They come in discipline specific and multi-discipline models for riders of all levels.

Shaped for the modern showjumper Amerigo’s new HC (High Croup) Jump Saddle caters for the changing shape of the modern sports horse.

As Phil Lowe, Amerigo saddle fitter, explains: “The use of thoroughbred bloodlines is increasing, whereas warmbloods were more regularly used a few years ago.

“Sport horses are now more commonly three-quarter thoroughbred; and their backs are not as flat, straight or long.”

In addition, long legs, sloping shoulders and toplines that rise towards the croup typify these horses’ conformation.

The HC Jump saddle has been designed by Amerigo’s saddlery guru Peter Menet with consideration for the lack of space available on these horses’ backs.

“The saddle sits perfectly on these modern sport horses because of the high croup factor. They allow the rider to sit in the perfect position supporting a shorter, more compact horse’s back which in turn allows full movement of the horse’s neck and back without restricting his hindleg movements,” adds Phil.

Built on Amerigo’s well proven wooden springtree, the HC Jump incorporates the brand’s Microfunctional Panel System. It retails at around £3,900.

Amerigo is distributed in the UK by Zebra Products.

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SADDLES & LEATHERCARE|ETN

Tack cleaning on the go Horseman’s One Step from Absorbine is the ultimate in convenient tack cleaning.

The cream cleans and conditions simultaneously. It penetrates leather to remove embedded dirt and sweat, while its lanolin-rich formula keeps leather soft and pliable. The RRP is £9.70.

AFFORDABLE AND ADJUSTABLE The T&T range of adjustable saddles, launched at BETA International 2019 by Ideal & WRS, is now in production.

Featuring Ideal’s ergonomic gullet plate system, each model can be quickly and easily adjusted for the changing seasons or the growth of a youngster.

The T&T is available across dressage, jump, cross country and GP styles. RRPs are from £1,500.

Three happy customers

(The saddle fitter is the third, of course.)

THE PAINFUL TRUTH A new online educational resource explains how to spot the early signs of pain in ridden horses.

The 12 part course, How to recognise the 24 behaviours indicating pain in the ridden horse, is presented by equine lameness specialist Dr Sue Dyson.

S-Series Jump

Produced by the American company Equitopia, it explores Dr Dyson’s research involving six studies and 400 horses.

RRP £975

It’s in the bag Glycerine based Jeffries natural leather care cleans and nourishes all leather products including saddles, bridles, boots, bags and even furniture.

Used regularly, the gentle soap protects leather from the elements plus general wear and tear.

Now your customers can enjoy a Jeffries cleaning kit.

A branded draw-string bag contains one 500ml tub of leather care, one KBF99 soft cleaning brush, a double-sided sponge and a small polishing cloth.

The kits have an RRP of £24.

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S-Series Universal GP RRP £945

Made in England

7 changeable gullet bar widths

kentandmasters.co.uk

working with saddle-fitters EQUESTRIAN TRADE NEWS DECEMBER 2019 | 33

ETN|BENCH SADDLER OF THE MONTH

Celebrating the best bench saddlers…

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

“I love the challenge of designing new saddles. I once helped Frank to make a side-saddle which was quite a challenge. I pour a lot of care and love into every saddle I make, that’s really important to me.”

Keith’s proudest moment was winning a Saddle of the Year award for an all-in-one skirt and flap design. That was 25 years ago, but the saddle remains on display in the Worshipful Company of Saddlers’ headquarters in London.

Keeping skills alive Keith is keen to see young people coming into the trade, bringing fresh ideas with them. “I enjoy teaching them traditional methods because it’s very important to keep those skills alive,” he adds.

Having lived in Walsall all his life, Keith hopes future generations will treasure the leather and saddle-making skills that have for so long shaped town’s economy. “It’s part of our local heritage and social history, so it’s important it’s documented and remembered for future generations.”

Keith Richardson has been making saddles for nearly half a century.

ETN BENCH SADDLER OF THE MONTH: KEITH RICHARDSON NOMINATED BY: Victoria Coleman of Frank Baines Saddlery, who says: “Keith has worked in the saddlery industry for 47 years. He has been with us for 32 years, making him our longest serving saddler.

“During his time here, Keith has been instrumental in designing new saddle models and patterns. He also plays a key role in managing the quality of craftsmanship.

“Keith was a premium award winner in the Open Saddle class at this year’s SMS National Saddlery Competitions.”

About Keith Richardson As a 15 year old from Walsall who’d just left school, Keith was taken to visit the Blue Ribbon Company, a saddlery firm owned by a friend of his father’s.

It was to prove a pivotal moment.

“I’m not from an equestrian background; my father was a carpenter and my mother a secretary,” said Keith. “But when I visited the saddlery that day, I was fascinated by the skills and processes involved.

There was a vacancy, and they took me on. The rest, as they say, is history.”

Keith always loved working with his hands. As a schoolboy, he enjoyed metalwork and woodwork. Thinking about what would work and making an end product gave him great satisfaction. So his first job was a perfect fit.

“I learned as I went along, being taught by the other workers. The process came intuitively to me and I never looked back,” added Keith.

Walsall based Frank Baines Saddlery, founded by Frank in 1980, is now run by his children Garry and Victoria.

“It’s a great company to work for as we’re always innovating and launching new designs, it never gets dull,” says Keith.

34 | EQUESTRIAN TRADE NEWS DECEMBER 2019

Keith has seen many developments in the industry over the years, but his reasons for loving saddlery haven’t altered.

“The industry has changed as inventions like sewing machines and power tools have been introduced. Although this speeds up manufacturing and can make saddles more affordable, you still need top quality saddlers to put them together,” he explains.

HOW TO NOMINATE A BENCH SADDLER: Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be an SMS member and based in the UK or overseas.

To nominate a bench saddler (or more than one), email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

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PEOPLE|ETN

People LAURA CACKETT

JUDIT AULINAS COLL

Laura Cackett has become the managing director of Blue Chip Feeds. She joined the balancer specialist last September as commercial director, having previously spent 12 years with Horseware Ireland. Equine feeds are not new to Laura, however – she worked for Balanced Horse Feeds early in her career.

Writtle University College student Judit Aulinas Coll is the winner of the 2019 BETA Equine Thesis of the Year Award for her dissertation The Effects of Dynamic Mobilisation Exercises on the Biomechanics of Ridden Horses.

RACHEL O’SULLIVAN AND STEPHANIE GEORGE Saracen Horse Feeds’ nutrition advisors Rachel O’Sullivan (left) and Stephanie George have joined the Association of Nutrition as Registered Nutritionists (Animal).

Rachel and Stephanie, who have worked for the family owned company for more than six years, recently completed masters’ degrees in equine science – financed by Saracen.

There are fewer than 30 Registered Nutritionists (Animal) in the UK. Michael Bacon, sales and marketing director at Saracen, said: “We’re very proud of all that Rachel and Stephanie have achieved.

DR FRAN HENSON The Animal Health Trust (AHT) has appointed Dr Fran Henson as head of equine orthopaedics, based at its Newmarket site.

With more than 20 years’ experience in equine surgery, she’s providing a referral service for the diagnosis and treatment of lameness, back problems and poor performance.

ABI CANNON Abi Cannon, commercial director at Horse&Rider and PONY Magazine publisher D J Murphy, has joined the BETA Council. She’s pictured at the trade association’s AGM in October with chairman Ian Silman.

A keen equestrian, Abi is looking forward to getting involved in BETA’s work. “I’m really keen to give something back to an industry that I’ve worked in for many years,” she said.

Abi recently returned to D J Murphy, where she had worked for 18 years, after a couple of years as commercial manager at Horse&Hound.

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She joined three other finalists – SallyAnn Browne, of the University of Limerick, Emma Robbins, of Hartpury University, and Sophie Booth, of Reaseheath College – to present her thesis to the judging panel and audience of academics and industry representatives.

Judit’s dissertation, exploring the use of a core strengthening programme in promoting improved gait symmetry and equine wellbeing, was declared the winner by the judges – research consultant Dr Georgina Crossman, chair of the BETA Feed Committee Chris Gordon, ETN editor Liz Benwell and vet Karen Coumbe.

The winning student’s work was inspired by studies showing that back pain affects performance in horses, with 80% experiencing it.

“I’m thrilled to have won,” said Judit, who’s from Catalonia, Spain, and now studying for a masters in veterinary physiotherapy. “We have always known that core exercises improve the welfare of horses and I feel that my work has proved this.

“By employing an eight-week core-strengthening programme, we were able to see an improvement in gait symmetry and quality, which could be linked to greater stability and more equitable movement of the back.”

Following the judges’ unanimous decision, Dr Georgina Crossman praised the finalists on the high standard of their work, adding: “Judit’s presentation stood out because her research was well thought through, with clear study design, and she displayed thorough knowledge of her topic, ably answering questions.”

Congratulating Judit, BETA executive director Claire Williams said: “We were tremendously impressed with the high calibre of undergraduate work this year and thoroughly enjoyed listening to each presentation.”

BETA relaunched the Equine Thesis of the Year Award four years ago. Pictured are the 2019 finalists, from left, Sophie Booth, SallyAnn Browne, BETA executive director Claire Williams, Emma Robbins and winner Judit Aulinas Coll.

(Photo: Bob Hook)

GILLES FORTIER French horseman, showman and stunt rider Gilles Fortier is to appear at this month’s Liverpool International Horse Show (28 – 31 December).

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 35

ETN|DIRECTORY OF WHOLESALERS

ADVERTISING FEATURE

Wholesale suppliers profiled

ABBEY ENGLAND

AGRIHEALTH

Range: Abbey England stocks over 12,000 products and supplies a wide variety of tools and materials throughout the Equestrian industry, including high quality English leathers, workshop tools, hardware, webbing and outdoor textiles.

Abbey England manufactures a collection of high quality brass buckles and Liston locks as well as Equus rubber products; the highly regarded range includes rein grips, bit guards, rein stops and overreach boots. Abbey England distributes Fiebing’s horse and leather care products from the USA and Stubbs quality tack and stable room equipment.

Abbey England also offers a comprehensive range of quality English riding and driving bits. The company continues to play a dominant role in the British bit market and worldwide customers flock to Abbey England for their horse bits, especially those seeking the more traditional and unusual styles.

Retailer communication: Monthly trade newsletters and regular updates via the Abbey England Facebook page and website news section. You can also view helpful product videos and guides from their YouTube channel youtube.com/abbeyenglandltd.

Catalogue: Abbey England’s extensive catalogue is available by post or online.

Web trade store: Yes Minimum first order: None Terms: Abbey England offers approved accounts monthly credit terms and customers can also pay by credit card.

Minimum order value is £15.

Carriage: Carriage is free on all consignments over £250 nett value (not including leather, certain Highland areas and overseas consignments).

Delivery: Orders should be dispatched within 48 hours depending on availability.

Please check before ordering.

Contact telephone number: 01565 650343 Email address and website(s): sales@abbeyengland.com, www.abbeyengland.com, www.ridingbitz.com

Range: Following the launch of our new Mackey & Equisential ranges in 2019 Agrihealth have been busy adding to the range for 2020. In horsecare leovet will launch their first initiatives at becoming the first petroleum-free horsecare brand with both their leather and hoof care ranges. leovet will also launch their first phase of packaging made from fully recycled material in 2020. Following the successful launch of the Mackey brand we will be bringing a number new leatherwork products to the range over the next 12 months. Also, look out for a refreshed Liveryman brand and don’t forget we also have much wider portfolio of products including poultry, biosecurity and protective wear.

Retailer incentives: We have trade offers running throughout the year on all our top brands.

Retailer communication: Promotions are sent to customers throughout the year.

Retailer support: Retailers are supported by their area representative who can offer advice, staff training, attend open days where possible, advice on any current promotions and offer point of sale material. We also have a servicing and repair department for Liveryman and Fenceman products and offer a very cost effective blade sharpening service to trade customers.

Catalogue: We offer a product catalogue and online ordering as well as regular pricelist updates. New catalogue& equestrian website coming soon. Order online at https://shop.agrihealth.co.uk Minimum first order: No minimum order.

Terms: 30 days from date of invoice following first pro forma order.

Carriage: All items are carriage paid.

Delivery: 48 hours Contact telephone number: 028 3831 4570 Email address and website: info@agrihealth.co.uk www.agrihealth.co.uk www.mackey.ie www.liveryman.co.uk www.fenceman.co.uk

GALLOP EQUESTRIAN

Range: Rugs / Saddlery / Rider Wear Retailer Incentives: Special discounted tier pricing Retailer Communication: Yes Retailer Support: Yes Catalogue: Yes Web trade store: www.gallopequestrian.com Minimum first order: £100

36 | EQUESTRIAN TRADE NEWS DECEMBER 2019

ZEBRA PRODUCTS LTD. Range: Amerigo, Bucas, Cavalleria Tosacana, Cavallo, Cavalor, Covalliero, EGO7, Equipe, Fleck, Konigs, Sprenger, Uvex, Veredus.

Retailer incentives: Staff discounts on all brands. Amerigo & Equipe - generous demo saddle discounts. Sprenger – test centre discounts. Free Uvex gloves given to all participating staff when they receive Uvex helmet training.

Retailer communication: Regularly updated website with news stories and stockist details. We have a large following on our social media channels & we are very happy to promote our retailers via these channels.

Retailer support: We can provide stock feeds. We offer staff training. We can assist with payment plans if required. We heavily promote all our brands in the key equestrian communication channels.

Many of the brands provide impactful point of sale display material.

Catalogues: Almost each brand has a bespoke trade catalogue. We can provide consumer catalogues too.

Web trade store: B2b.zebraprodcts.co.uk Minimum first order: £3,000 + VAT Terms: Initially proforma then end of month plus 30 days.

Carriage: Paid on orders over £250 + VAT and on all back orders.

Delivery: Next day – if orders received by 1pm.

Contact telephone number: 01352 763350 Email address and website: info@zebraproducts.co.uk www.zebraproducts.co.uk

Terms: On Application Carriage: Free delivery Friday’s & orders over £300 Delivery: Next Day Contact telephone number: 01902 454771 Email address: contact@gallopequestrian.com

WWW.EQUESTRIANTRADENEWS.COM

DIRECTORY OF WHOLESALERS|ETN

H X

www.hucklesbys.com

B JENKINSON & SONS LTD

Range: We stock a comprehensive range of products from many leading brands including Capz, Champion, County Whips, EquiPing, Equisafety, Gold Label (Stockcare),Hoof It, Horka, Horsewise, Leovet, Moorland Rider, Keratex, Kevin Bacon, Red Gorilla, ShowQuest, Smart Grooming, Toggi, USG and more. New ranges this year include the very popular Henry Wag brand of dog and horse drying products, along with useful pest control items from STV. We have also acquired the Taurus Footwear brand of riding, country and yard boots with stock available to order via our website, or by phone/email.

Range: Over 60 leading equestrian brands such as Charles Owen, Champion, Stubbs, Harold Moore, SoloComb, Brogini, Whitakers, Red Gorilla, Gold Label, Likits, Stud Muffins, Pettifers, Lister Clippers, NAF, Robinsons Healthcare, Horse with Attitude, ShowQuest with Elico Equestrian Range: This is our own comprehensive Elico brand of products, which is being continually developed after discussion and feedback with our retail customers, and it now also includes Chelico Footwear for the young rider, Elico Aurora Reflective wear, Elico Fantasia Hat Covers as well as the Elico Memory Foam range, Elico Ceramic Memory Foam, Elicouture Horse Rugs, Gelico saddle pads and Elico Little Piggy haynets. The Elico range with RRPs are also shown on our website www.elico.co.uk, and is backed up with monthly advertising in national and regional retail consumer magazines showing our commitment to the trade.

Retailer incentives: Offers and clearance lines are available and can be viewed on our website with full details for registered retailers on log-in.

Retailer communication: Fully integrated website giving retailers up-to-date information 24/7 and ordering at their convenience, regular email communication as well as a dedicated telephone sales team.

Retailer support: Our websites can be used as a sales tool by retailers in their shop to show details of all products available. Elico products are well advertised in national and regional retail magazines to keep brand awareness in front of your customers.

Catalogue: Annual trade catalogue.

Web trade store: www.jenkinsonsequestrian.co.uk Minimum first order: Pro-Forma Terms: 30 days on approved accounts, otherwise payment on despatch.

Delivery: Nationwide daily deliveries

by DPD carriers who provide email and SMS advice of a one hour delivery slot on the day of delivery in the UK and Eire.

Distribution throughout the UK, Ireland, Europe and the rest of the World.

Contact telephone number: 01924 454681 Email address and website: sales@jenkinsonsequestrian.co.uk www.jenkinsonsequestrian.co.uk and www.elico.co.uk

Retailer incentives: We offer a fast, friendly and efficient service with low carriage paid order values and next working day delivery. Our trade website allows retailers to browse the range and place orders any time of the day or night.

New products are added to the range throughout the year, and special offers are run each month.

Retailer communication: Regular communication via post and email including information on new products and special offers. Trade only website with online ordering.

Retailer support: Sales agents covering Central and South East England and East Anglia.

Catalogue: Yearly catalogue distributed to retailers. Mail shots emailed or posted every month with special offers and new products. Website offering trade log in for registered customers and online ordering (please note online accounts must be approved by the office before log in is available).

Terms: 30 days on approved accounts, otherwise payment on dispatch.

Carriage: Low carriage paid amount.

Delivery: Orders dispatched the same day for next working day delivery.

Telephone: 01362 696309 Email address: hucklesbyassociates@gmail.com or sales@hucklesbys.co.uk Website: www.hucklesbys.com

WWW.EQUESTRIANTRADENEWS.COM

JOHN ROTHERY (WHOLESALE) CO. LTD Range: Large range of equipment and accessories for the country sports enthusiast. Winner of the Tackle & Guns “Supplier of the Year” throughout the competition’s history, our range of over 6,000 products includes high profile brands such as Aigle Boots, Bonart Country Clothing, Bisley Country Products, Croots, BUFF, Stanley Flasks and many more! We also have a large range of gift ideas from socks and ties, to pewter flasks and gift wares.

Retailer incentives: High stock levels, next day delivery, discounts for box quantities, loyalty to existing customers and we deal strictly with the trade only.

We do not compete with our retail customers.

Retailer communication: Social media and trade login website. Each customer is allocated to a member of our sales team so you have one contact and a familiar voice for everything you need.

Retailer support: POS materials, ongoing marketing campaigns across all types of media directing consumers into retailers.

Barcoded products. Images, catalogues and DVDs. Information for retailer’s websites and ecommerce.

Catalogue: Annual trade catalogue and price list. Brand catalogues and flyers for consumer use.

Web trade store: Yes at www.bisley-uk.com. Dealer locator for consumers.

Minimum first order: £1,000 Terms: Proforma for initial period, then 30 days invoice.

Carriage: Order above £325 is carriage paid. Below £325 incurs an £8.00 charge.

Extra services available at cost including Saturday deliveries or direct to consumer deliveries.

Delivery: If order is placed before 3pm it will arrive within 48 business hours. Many arrive within 24 business hours.

Contact telephone number: 023 9224 5350 Email address and website: sales@bisley-uk.com www.bisley-uk.com

ADVERTISING FEATURE

HUCKLESBY ASSOCIATES LTD

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 37

ETN|DIRECTORY OF WHOLESALERS

ADVERTISING FEATURE

Wholesale suppliers profiled L S SALES (FARNAM) LTD

PERRY EQUESTRIAN (A PERRY LTD.)

Range: Sole Importers/Distributors of: Farnam USA, Vita Flex, Horse Health, including RedCell, Tri-Tec14 Fly Spray, IceTight, Electro Dex, Vetrolin, White ‘n Brite, Weightbuilder. LAS Helmets, Tingley Rubber Overshoes. Splintex, Sealtex Bandage.

Retailer incentives: Bulk buy discounts.

Full range in stock in Oxford.

Retailer communication: All orders required by email or fax. Complete library of images for your website. Battles, Trilanco and STS(Walsall) sell on our behalf as well.

Retailer support: National advertising campaigns to promote key brands to end-users. These are linked with point of sale posters which can mention your shop if required. Sponsored riders promote the product lines. Giveaways and promotions.

Catalogue: Yes and online RETAIL. Minimum first order: £100 plus VAT, All orders full box only; (individual pieces available from our wholesalers). First order proforma.

Terms: Account holders strictly 30 days

by BACS. Otherwise proforma by BACS or Paypal. Credit cards accepted through Paypal.

Carriage: At cost by courier. £400.00 +VAT: carriage paid.

Northern Ireland: £24.00 up to 20kg courier. Customer pick up available.

Guide only.

Southern Ireland: £15.00 up to 20kg courier. Guide only.

Delivery: Normally 48-hour delivery on stock items.

New Telephone number: 01295 722855 Email address and website: orders@lesliesutcliffe.com, www.lesliesutcliffe.com, www.farnamproducts.co.uk, www.tingleytrader.co.uk Delivery: Next day to Mainland if ordered by 12noon and in stock.

Range: Perry Equestrian is an innovative brand from A Perry for Equestrian and Agricultural wholesalers, distributors and retailers.

RED GORILLA LTD Range: Red Gorilla® provides innovative profitable stable management products to the equestrian trade. Our goods all follow the same principles, value, usefulness and our Gorilla Grade mark ensuring they are built to last.

Retailer incentives: Profit Packs™ display stands and discount on bulk orders, offers on online trade warehouse, BETA International Trade Show Deals.

Unique products include the SafeTie – designed to save your horses life – and the EcoSkip Feeder, made from a biodegradable rubber. BETA International will see the launch of more innovative products unique to the Perry Equestrian brand.

Stable Ironmongery from Perry Equestrian includes the innovative coloured ironmongery, allowing your customers to personalise their stables with bright, vibrant colours. Stable Accessories include Stall Chains, Buckets, Tubs and Trugs, Muck Grabbers, Forks, Shovels, Brooms and much more. Popular feeding accessories are also available with Mangers, Scoops, Hay Nets and the Equi-Feeder being popular items.

Don’t miss our high quality Matting options, Grooming products and comprehensive range of Tack Room products that includes various Saddle Racks, Hooks and Trollies.

A Perry has been distributing Gate/ Fieldgate Hardware, Ironmongery, Chain and much more for over 90 years, with over 100,000 sqft of warehousing and unrivalled distribution network covering the whole UK, Ireland, Europe and the rest of the world Retailer Incentives: Offers run throughout the year with online ordering incentives including the PerryPoints scheme. See our website for more details or talk to your account manager.

Retailer Communication: Regular email updates for subscribed customers, active social media and dedicated Account Managers available. A new, dedicated website just for equestrian products allows focussed buying 24/7 for customers

Retailer communication: Continually updated website, customer emails, flyers, product catalogue, and dedicated sales team.

Retailer support: Specialised POS & Profit Packs™, marketing and advertising of brands within trade press, consumer publications and online. Famous brand Ambassadors promoting Red Gorilla® products. Mobile sales representatives, promotional product material, website integration to direct consumers towards our website for specific product details.

Catalogue: Product catalogue, can be sent and also available online at our website.

Price list can be sent upon request.

Web trade store: www.redgorilla.red

38 | EQUESTRIAN TRADE NEWS DECEMBER 2019

who need it. Our sales team is also available on the phone or email 8am-5pm Monday to Friday.

Retailer Support: We work our distributors and stockists, offering merchandising assistance and a consumer friendly website where your customers can find you on our site as their local store. We can also produce templated flyers for you and work with you through our Social Media channels on Facebook, YouTube, Twitter and Instagram.

As an equestrian customer you have access to our full range available on www.perrytrade.co.uk and www.primus.co.uk opening up new opportunities to expand your sales. We also offer merchandising options and marketing assistance to support you and present the products in a professional and attractive way, enticing impulse buys and upsells.

Catalogue: Perry Equestrian has a full annual catalogue available for you to use with your customers, helping them select the right products. Regular updates are also provided as new products are introduced throughout the year. You can request copies via your Account Manager or by phone/email.

Web trade store: www.perryequestrian.co.uk www.perrytrade.co.uk www.primus.co.uk Minimum first order: None Terms: Pro-forma, Credit/Debit Card, BACS, Cheque, 30 days credit (subject to status) Carriage: £100 carriage paid, £10.00 for orders under £100 Delivery: 1-2 days Contact telephone number: 01384 414061 Email address and website: sales@perryequestrian.co.uk www.perryequestrian.co.uk

Minimum first order: Pro-Forma.

Terms: 30 days net on approved accounts, otherwise payment on dispatch.

Carriage: Paid on orders over £200.

Delivery: Available upon Request.

Contact telephone number: 01455 848184 Email address and website: sales@redgorilla.red, www.redgorilla.red Contact telephone number: 01455 848184 Email address and website: sales@redgorilla.red, www.redgorilla.red

WWW.EQUESTRIANTRADENEWS.COM

DIRECTORY OF WHOLESALERS|ETN

SNOWHILL TRADE SADDLERY LTD

WEATHERBEETA LTD

Range: Rhinegold, Heritage, Windsor Equestrian, Horsewise, MacWet, Harlequin, Global Herbs, Agrifence, Tubtrugs, Red Gorilla

Range: At Weatherbeeta our aim is to partner with our retailers so together we can create profitable relationships that allow for mutual growth. We are investing in new product innovation at an unprecedented rate across our brands; WeatherBeeta, Dublin, Collegiate, Crosby, Enzo Treviso, Saxon, Kincade, Roma, Kool Coat and Korsteel.

Retailer incentives: High stock levels, fast delivery, quantity discounts available on certain stock lines, monthly promotions, further discounts on application. We do not sell our brands to online clearance sites or allow them to be traded on social media.

Customer Own Branding: Own branding available on rugs, leatherwork, jodhpurs and more, please contact kirsty@ snowhill.ltd.uk for details.

Retailer communication: Trade login to live website with up to date stock levels allowing you to order at your convenience, regular communication via email with monthly offers, new products and promotions. Knowledgeable telephone sales team.

Retailer support: We have over 30 years’ experience and were the first equestrian wholesaler to introduce transparent pricing and quantity discounts. CD of current catalogue images. Sales representative. The Snowhill Trade catalogue is also printed unpriced for use in store.

Catalogue: Full colour glossy annual trade catalogue available priced and unpriced.

Web trade store: Trade account holders can login and order online 24/7 and check stock availability on our responsive live website. Pre Order option available, Out of stock email reminders and uncatalogued products.

Minimum first order: On request.

Terms: On application.

Carriage: Free on orders over £250 (ex-VAT).

Delivery: Orders placed before 3pm despatched same day for next day delivery – mainland UK (where possible).

Saturday and early morning deliveries can be arranged for additional cost.

Europe (2-3 days) at cost.

Contact telephone number: 01243 672323 Fax number: 01243 672424 Sales Rep-Julian: 07714 742959 Email address and website: sales@snowhill.ltd.uk; www.snowhilltradesaddlery.co.uk

WWW.EQUESTRIANTRADENEWS.COM

Retailer Incentives: We offer our retailers volume discounts based on their commitment with us, Seasonal Forward Order Incentives, an Exclusive Advocacy Scheme & Preferential Payment Terms Retailer Communication: Dedicated Account Managers who proactively work with retailers to improve their category sales & provide training & in-store support, Regular eblasts with news and product information and a knowledgeable Customer Service Team.

Retailer Support: We continue to improve the tools we offer to ensure our in-store POS turns browsers into shoppers and our extensive image library and digital assets which are available to all stockists, help drive conversion rates and average basket spend. We also offer an online training program to assist store staff improve their knowledge of the WeatherBeeta range as well as having dedicated Account Managers and a 4460 sqft showroom in Rushden, Northamptonshire that showcases all our ranges Catalogue: We produce an annual Wholesale Catalogue and a Wholesale Supplement to showcase our ranges as well as Seasonal Brand Brochures for WeatherBeeta & Dublin showcasing the range to consumers and driving shoppers to their local stockist.

Minimum first order: On request Terms: 30 days end of month Carriage: Orders over £100 no small order surcharge and under £100 a £6 small order surcharge Delivery: We strive to despatch orders placed before 2pm the same day Contact telephone number: 01295 226900 Email address: sales@weatherbeeta.com Website: www.weatherbeeta.co.uk, www.dublinclothing.co.uk, www.collegiatesaddlery.co.uk

Range: Offering products across Equine, Pet, Poultry and Animal Health. Over 15,000 SKUs of leading brands including own brands Hy Equestrian, Supreme Products, Coldstream and Lincoln.

Wholesale brands (there are too many to list them all) include Haas, Rockfish, Blue Chip and TopSpec to name a few. With new brands added this year including Joules and House of Paws, the portfolio is continually growing to offer diversity and fulfil the retailers' needs. 2019 saw the launch of Coldstream, a high-end equestrian clothing brand inspired by the legendary showjumper Hydrophane Coldstream. The Coldstream range, like the horse, reflects high quality and performance, delivering innovative, technical, and on trend pieces. A consumer marketing campaign is in place for 2020 and new key pieces will be added to the range. 2019 also saw a hugely successful launch of the Hy Equestrian rug range, with each of the limited-edition rug prints selling out. New and exciting prints will be added to the collection for 2020. Visit us at BETA International stand G.4 to find out more.

Retailer incentives: Monthly and seasonal offers available plus exclusive loyalty reward schemes; Link Up with Lincoln and Live the Hy Life.

Retailer Communication: A New Products booklet is sent out monthly, this is a must-have and details all the new lines Battles have added. A monthly newsletter is sent by post or email and a mid-month eNewsletter is sent to all retailers with special offers, product information and seasonal news. Regular email campaigns are sent, which include fantastic discounts and offers on a variety of products. The Battles Business Development Managers and Customer Care Team are on hand to help. There is extensive information on the Battles website, with the ability to order online.

There is also a closed Battles Wholesale Facebook Group for instant up to date information.

Retailer Support: Literature and promotional merchandise available on request which include branded header boards, pull up banners, posters, shelf wobblers, t-shirts, caps and pens. Strong advertising campaigns are run in consumer press. Business Development Managers are available for support at store open days. An unpriced version of the Battles Trade Catalogue is also available for use in store and downloadable PDFs are also available on the website to support the retailer.

Catalogue: Trade catalogue available priced and unpriced.

Web trade store: www.battles.co.uk Minimum first order: None.

Terms: 20 days following month of invoice.

Carriage: Free next day delivery up to 5pm on all orders over £100* Delivery: Nationwide next day delivery service up to 5pm*.

Contact telephone number: 01522 529206 Email: orders@battles.co.uk *UK mainland only.

ADVERTISING FEATURE

BATTLES

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 39

ETN|ETN REPORTING

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.

TEN YEARS AGO…

FIVE YEARS AGO…

In December 2014, ETN reported: ● Robinsons, the UK’s largest equestrian retailer, opened a fifth store in Leeds. The 15,000sqft superstore joined branches in Ashton-in-Makerfield, Basingstoke, Cannock and Cardiff. ● A sister show to Your Horse Live was unveiled by organiser Bauer Media. Total Confidence Live was scheduled for April 2015 at the South of England showground with 8,500 visitors expected over two days. ● BETA led a trade mission to the China Horse Fair, in Beijing. A small group of British companies took “plenty of serious enquiries”. ● Domino Phillips from Carrs Billington was named Virbac Equine SQP of the Year.

In December 2009, ETN reported: ● Shires’ new, purpose built showroom at the company’s Leominster head office was opened by event rider Rosie Thomas and managing director Malcolm Ainge. ● Dodson & Horrell launched its own brand of haylage. The mould and spore-free product was said to contain less water per bale than average haylage. ● BETA chief executive Claire Williams completed a tandem parachute jump, raising more than £1,000 for Riding for the Disabled (RDA) in the process. ● EquestrianClearance.com hired IT expert Lee Marriot to boost the online retailer’s ‘new media’ communications.

In December 1989, ETN reported: ● Sedgwicks, the Walsall leather supplier, was sold by Allied Leather to the existing management team and two outside investors for £1.8 million. “We have a good future,” said managing director Richard Farrow. ● Increased demand for its jodhpur boots had prompted Stylo to step up production at its Northampton factory, managing director Tony Weller told ETN. ● Swaine Adeney, the Piccadilly, London saddlery retailer, opened a store in Tokyo.

The plan was not to sell saddlery, but umbrellas and small leather goods. ● New products featured this month were corduroy slacks in seven colours

by Harry Hall, Barbour’s Country Lady boot, the Driride ‘staydry’ jacket in waxed cotton and personalised Guernsey sweaters.

30 YEARS AGO…

40 | EQUESTRIAN TRADE NEWS DECEMBER 2019

20 YEARS AGO…

In December 1999, ETN reported: ● A group of retailers, including Sue Moxon of North Yorkshire based R & R Country and David Dyer from Frogpool Manor in Kent, wrote to major suppliers asking each to state their policy on trading with internet-only outlets. In total, 40 retailers put their name to the letter which described the advent of online shopping as “both an exciting and worrying time for the future of the equestrian trade.” ● Westgate’s Romney Marsh headquarters hosted a meet of the East Kent hunt. “A ban on hunting would have farreaching consequences for the countryside, the rural economy – and the fox,” said the wholesaler’s managing director Michael Vant. ● Horse clothing manufacturer Kings Head moved to a new factory in Cumbria following the closure of its Walsall premises. ● The brand and business of Gibbins Riding Chaps was acquired by County General Management, a sister company of Allen & Caswell – owner of the Regent footwear brand. ● In an advert, Blue Chip urged stockists to place their orders early “to beat the Millennium Bug” – alongside a cartoon of a hot air balloon dropping off feed sacks.

WWW.EQUESTRIANTRADENEWS.COM

BETA MEMBERS’ PAGE|ETN

YOUR INVITATION TO PARTY!

members’ page NEWS FROM THE BETA TEAM On the road, visiting retailers…

(Photo: Bob Hook)

provided a great opportunity to meet friends old and new.

There has been a lot of work going into the RDA Rider Safety Equipment Module, set up to allow retailers to network with their local RDA groups, and I have been involved in matching groups up with BETA retail members.

It includes training in stores, which serves to increase footfall, as well as providing valuable assistance to this fantastic charity that has brought enjoyment to the lives of so many disabled riders.

As BETA field officer, one of the most enjoyable parts of my job is spent out on the road visiting members.

Over the past few weeks, I have been out and about hearing their news, gathering feedback and highlighting their membership benefits. I ran my own saddlery shop for many years and my experiences really help me relate to the retailers I meet.

I have also attended BETA’s AGM and Conference, which saw a good mix of presentations focused on topics relating to running a successful business. These really held audiences throughout the day and the event

Most recently, I helped on the BETA stand at Your Horse Live, which allows us to meet the riding public, as well as many BETA members.

We were able to promote lots of our initiatives and inform people of their local BETA retailers with the help of our printed maps showing their locations. A bonus at the event came early on the first day when I distributed BETA Retail logos around the show to highlight retailers’ membership. This was the perfect chance for me to the chat to them all – and do a spot of shopping!

The BETA Gala Dinner really is an unmissable night in the equestrian calendar. It takes place at the National Motorcycle Museum, near Birmingham, on Monday 20 January and is a great way to celebrate the remarkable achievements of the industry’s own with the BETA Business Awards.

Tickets cost £59 per person, £550 for a table of 10 and £660 for a table of 12 – all plus VAT. Please contact Tina Hustler in the BETA office if you would like some.

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.

As a BETA benefit, retail members who visit BETA International on at least two days can claim a £50 subsidy to put towards the cost of fuel and accommodation.

Tricia Nassau-Williams

SEASON'S GREETINGS The BETA team would like to wish you all a very happy Christmas and our compliments of the season. We hope you have a wonderful time with family and friends, and look forward to catching up with you again in the New Year.

FOR FURTHER INFORMATION CONTACT TINA HUSTLER AT BETA

* True

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 Agy Mossakowska-Knast, Admin Assistant, agy@beta-uk.org

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2019 | 41

ETN|CANINE COMPANIONS

Dogs at work There’s a whole team of dogs – ten in total – that work at Country Warehouse, Douglas, Isle of Man. Some are parttime, some full-time, and all accompany their owners to work at the busy store.

Pictured lining up for duty at the start of the day’s trading are, top step from left, Maggie, Betty and Ralph. On the middle row, from left, are Dolly, Ruby, Logan, Tyr and Millie. And at the front are Alfie (left) and Doug.

Maggie and Dolly are particularly keen on admin and can often be found playing with the keyboard.

Betty is Country Warehouse’s Natural Instinct raw dog food specialist; she performs a dance every time the freezer is opened.

Doug and Alfie are top toy destructibility testers. Ralph, Millie and Logan are the delivery team. And Tyr helps sweep the warehouse with his rather large ears.

Ruby is the newest recruit, and is still in training to decide her role in the business.

All members of the team are very friendly and love it when other doggies come shopping at the store. They particularly enjoy watching canine customers use Country Warehouse’s K9000 dog washer – although, of course, they hate having a bath themselves!

HOT

DOG

CENTRAL HEATED DOG BEDS

DO YOU HAVE A DOG AT WORK? Tell ETN about the dog in your shop, office, warehouse or work vehicle – and we’ll feature him or her in the magazine. Email editor@equestriantradenews.com Please send photos – and tell us about their likes and dislikes too.

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.

VENTURE STUD LTD DUCKS CROSSING STONE ROAD BRAMSHALL UTTOXETER ST14 8SH £1,672 WARREN FARM STABLES THE STABLES WARREN FARM WYNYARD BILLINGHAM TS22 5ND £218

Our luxurious thermal and central heated dog beds feature a pressure activated heat pad with 7 adjustable heat settings.

Perfect for keeping your dog warm and cosy if they suffer from joint or circulation problems, arthritis or the cold.

Available as a classic cushion bed or pillow bed in stylish and quality fabrics to suit any traditional or modern home.

TO BECOME A STOCKIST CONTACT US TODAY

01609 751603 info@hotdogpetproducts.com

MADE IN YORKSHIRE • STYLISH & QUALITY FABRICS

www.hotdogpetproducts.com

42 | EQUESTRIAN TRADE NEWS DECEMBER 2019

ARION EQUINE LTD FLEMINGTON STABLES UPPER LAMBOURN HUNGERFORD BERKSHIRE RG17 8QH £899 CVS (UK) LTD T/AS B&W EQUINE VETS (CARDIFF) DUFFRYN BACH CLAWDDCOCH BONT-FAEN CF71 7UP £938

EMERALD EQUINE INTERNATIONAL LTD EMERALD EQUINE INTL WEST HOLME WAREHAM BH20 6AQ £5,025 WHOLE HORSE LIMITED 103 HIGH STREET WALTHAM CROSS HERTFORDSHIRE EN8 7AN £1,463 KATHRYN TURNER T/AS RACEHORSE REHOMING CENTRE NEWARK ROAD HOCKERTON SOUTHWELL NOTHINGHAMSHIRE NG25 0PW £1,462 KLAS EQUESTRIAN (SCOTLAND) LTD 617 POLLOKSHAWS ROAD GLASGOW G41 2QG £1,500

E J EQUESTRIAN LIMITED 4 SOUTH MANOR HOUSE LAZY HILL STONNALL WALSALL WS9 9DT £854 LIZA PHILLIPS PHILLIPS T/AS LIZA PHILLIPS EQUESTRIAN FLAT 2 10 MARINE PLACE SEATON EX12 2QL £2,105 SAEFORTH SADDLERS LTD 20 AIGNISH GARDENS INVERNESS INVERNESSHIRE IV2 6EU £2,608 Appointment of Liquidator 21ST CENTURY HORSE LIMITED TOWNGATE HOUSE 2-8 PARKSTONE ROAD POOLE DORSET BH15 2PW

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Rhinegold Sheepskin Lined Vented Spine Numnah Cotton numnah with the finest Sheepskin lining. Small quilting for greater stability, Velcro girth attachment and tough cordura anti-rub panel.

Product Code: 431 Colours: Black/Black, Black/Natural, Brown/ Natural, White/White Sizes: Cob, Full WAS £36.90

NOW £29.00

Windsor Classic 200gsm Stable Quilt

Classic stable quilt with cotton mix outer and lining with 200 gsm polyfill. Cross over surcingles and fillet string.

Also perfect for layering as an under rug!

NOW £15.50

Fleece Riding Gloves

Warm knitted cuff and silicone grip patches on the palm. Reinforced fingers for riding.

Product Code: C769 Colour: Black

NOW £3.50

Christmas Catalogue out Now! Sizes: L, XL

Not a customer?

If you wish to place an order or get a copy of our latest Catalogue just call the sales office or send us an email for a trade application form.

T: 01243 672323 | F: 01243 672424 EQUESTRIAN TRADE NEWS DECEMBER 2019 | 43 E: sales@snowhill.ltd.uk | www.snowhilltradesaddlery.co.uk

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Product Code: 638 Colour: Plain Black Sizes: 4’6” TO 7’0”

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Product Code: 699 Colours: Black bound red, Navy bound red Sizes: 4’6” - 7’3”

Sheepskin Lined Numnah

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The popular Aspen has a 1000 denier, waterproof breathable outer, it has a heavyweight 350gsm polyfill with breathable nylon lining.

NOW £30.00 Rhinegold

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Rhinegold ‘Aspen’ Full Neck Outdoor Rug

Product Code: 430 Colours: Black/Black, Black/ Natural, Brown/Natural, White/White WAS £37.90 Sizes: Cob, Full

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Solutions ...

K FO S “There is none better!”

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...FOR FLY PROTECTION

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Horseflies don’t distinguish between pros and beginners: all riders and their horses need long-lasting, reliable fly Oprotection.

L E U MThe- Fhigh-quality insect repellents from leovet offer just the right product for every need.

No petroleum mineral

oils mean optimal results from the natural high quality ingredients

1

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Consistently top rated fly protection product.

Power Phaser offers up to seven hours of total protection against all insects and horse flies. Due to an optimised blend of active ingredients and a stay-on polymer, the long-term technology ensures solid adhesion and a guaranteed effect even when the horse sweats.

TamTamVet Fly protection, naturally.

Made exclusively with natural active substances from geranium oil and eucalyptus citriodora oil, TamTamVet adheres particularly well to hair due to the coating effect. The unique repelling effect lasts up to four times longer than most other repellents. Does not contain any synthetic preservatives or alcohol.

3 NEW

PowerPhaser

4

PowerPhaser Durativ The alternative to spraying for nervous horses.

Power Phaser Durative is an insect repellent gel with an especially high concentration of active ingredients, protecting the horse against mosquitoes, horse flies, flies and ticks even when it sweats. The sponge allows the gel to be applied easily to sensitive areas such as the head and is especially ideal for young or nervous horses.

TamTamVet ed ally tun m i t p O INTENSIVE the ucts for

prod For asensitive and le ther parts of perfectthe body. e! ent car equipmNew: High performance gel High performanceactive gel with with plant-based plant-based active ingreingredients providing dients providing long-lasting long-lasting reliable insect reliable insect protection.

For protection. precise For precise on application application sensitiveon sensitive areas.

Sponge areas. Relax sponge „Relax“ for excepincludedincluded for exceptionally tionally easy application! easy application!

...it works !

Petroleum mineral oils in many products form a barrier to the absorption of natural products. That’s why all leovet leather care products are Use biocidescontain safely. Always read label and product information beforefats use. such as wool grease (lanolin), oils and waxes to ensure leather remains petroleum free. Our care products high-quality natural supple and durable while retaining its individual character.

Find us on

44 | EQUESTRIAN TRADE NEWS DECEMBER 2019

@leovetUKIreland

www.leovet.de www.leovet.de

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