Equestrian Trade News April 2024 | Volume 48, No 3
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GEAR! New products for
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Meet a retailer fresh from South Africa How to help confused customers Keeping brand ambassadors on track
ETN is the official media partner of BETA International
2024
22-23 September NAEC Stoneleigh, Warwickshire, UK
Main Sponsor ETN 210x65 cover banner launched PRESS.pdf
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HUNT IS ON FOR THE BEST IN THE BUSINESS The 2024 BETA Trade Awards ceremony is to be run alongside BETA International on Sunday 22nd September. Here’s how you can nominate companies and individuals.
W
inners of a BETA (British Equestrian Trade Award) are people and businesses who go above and beyond for the benefit of the equestrian industry. To make sure your favourites get through to the finals, check out the list of awards below – and make a nomination.
SAFETY EQUIPMENT FITTER OF THE YEAR AWARD
This Award aims to recognize the work undertaken by riding hat and body protector fitters based in equestrian shops who go the extra mile in achieving a high level of competence and support for their customers. Nominations: Can be made by consumers from around the country for BETA member and nonmember stores where they have items fitted in the last year. Retail shops can also nominate their best in-store fitter. Nominate here Entry deadline: 30 June 2024
WEATHERBEETA GROUP RETAIL EMPLOYEE OF THE YEAR
Nominations are sought for employees showing excellent customer service, great product knowledge and a passion for professional retailing. The winner will receive a cash prize in addition to the award and his or her employer will be given BETA training vouchers. Nominations: The award is designed for shop-floor staff rather than managers. Nominations are invited from employers or sales representatives. An independent judging panel will compile a shortlist, then a period of interviews will follow to decide the winner. Entry deadline: 30 June 2024 Nominate here
ZEBRA PRODUCTS RETAILER OF THE YEAR
An award for tack shops and feed merchants – whether or not they are BETA members – that relies on customer nominations, the Zebra Products Retailer of the Year award is divided into two categories: Equestrian Retail Store and Online/Mail Order Retailer. Nominations: Customers can nominate a retailer by completing a nomination form in-store or by filling in a form on the BETA or Zebra Products websites. Alternatively, retailers can add their details to forms to make it as easy as possible for customers wishing to nominate them. On receipt of nominations, retailers will be sent a questionnaire by BETA for them to complete and return to the trade association to be considered for the next stage of judging. This award also involves independent mystery shoppers and incognito third party telephone calls. Entry deadline: 23 June 2024 Nominate here
‘BEST NEW RETAILER’ for businesses established 12-36 months prior to the awards opening. Retail stores can nominate themselves for this award by completing the online submission. Entry deadline: 23 June 2024
Enter here
EQUINE CAREERS SALES REPRESENTATIVE OF THE YEAR
This award is open to both employed and self-employed sales representatives and agents, and is given to the individual judged outstanding in his or her approach to customer service. Nominations: Retailers and suppliers are invited to submit nominations, stating why they feel their nominee deserves to win. The final decision will be made by a combination of BETA members’ votes and an interview with each finalist. Nominate here Entry deadline: 30 June 2024
Holdsworth PR MARKETING EFFECTIVENESS AWARD
This award celebrates effective communications and the increased value a company’s marketing campaign has brought to its brands. Marketing plans and activity will be put under the spotlight to see how different aspects, including instore and show-circuit promotions, mass media advertising, sponsored riders and social media, play a powerful role in helping to solve business problems and generate revenue. Nominations: Retailers and suppliers are invited to put themselves forward for this award. Judging will reward the contribution marketing has made to business improvement and, because of this, low- or no-budget entries are encouraged. Entry deadline: 30 June 2024 Nominate here
EXPORT AWARD
To encourage and recognise companies that have generated substantial and sustained increases in export activity. Factors taken into account include level of exports and growth in relation to size of business, planning and strategy involved in developing markets, barriers overcome and the sustained effort over at least 3 years. Nominations: Self nominated by British based companies exporting products with significant UK content or added value. Deadline: 5 July 2024 Nominate here
STUBBS ENGLAND NUTRITIONAL HELPLINE OF THE YEAR
The company considered to offer excellence in nutritional advice and service to customers – consumer, trade and retail – wins this accolade. Nominations: Customers can nominate via the BETA website or download a nomination form from the BETA or STUBBS ENGLAND websites and post it to the BETA office. A shortlist will be drawn up for final judging, which will include incognito calls. Entry deadline: 23 June 2024 Nominate here
BETA LIFETIME ACHIEVEMENT AWARD
This award celebrates an individual who has made a long-standing and significant contribution to the equestrian industry. Nominations: Biographical details of the nominee are invited from all sectors. Entry deadline: 30 June 2024
Nominate here
CITATION TRADE SUPPLIER OF THE YEAR
The manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailer requirements will win this award. Nominations: Retailers can nominate the supplier they judge best and suppliers can nominate themselves using the official application forms. Shortlisted companies will be judged by an independent panel of judges. Entry deadline: 30 June 2024 Nominate here
EQUINE FITTER AWARD (SADDLERY, BITS AND BRIDLES)
This Award aims to recognize the work undertaken by saddle, bridle and bit fitters who go the extra mile in achieving a high level of competence and support for their customers. Nominations: Can be made by consumers for independent or employed fitters, who are BETA members or Non-Members, where they have used their service in the last year. Entry deadline: 16 June 2024
Nominate here
22nd September
How to nominate Nominations can be made by completing a form or link on the BETA website, beta-uk.org. Forms should be sent to the BETA office by post to BETA, East Wing, Stockeld Park, Wetherby LS22 4AW, or email to info@beta-uk.org. Please provide the name and award category, reason for nomination and your own name and address. Supporting information can be included where appropriate. Entries must be received by the deadlines stated. Help and advice on making a nomination is available by contacting Agy Mossakowska in the BETA office tel 01937 587062.
The BETA’s Gala Dinner and Awards ceremony
is a brilliant excuse to dress to the nines and party with friends and colleagues as we celebrate the remarkable achievements of the industry’s own. Always a glitzy affair, the evening begins in style with a champagne reception before moving on to dinner and a disco. Tickets for this unmissable evening will be available from the BETA office soon. To register your interest to book a table or individual tickets contact Tina Hustler at tina@beta-uk.org.
ETN | FEATURE
All the extras
You’re already offering a good selection of clothing for horse and rider but don’t miss the chance to add a little extra to those sales by stocking items that can be easily overlooked. These include not only general shampoos and conditioners for coat, mane and tail but also enhancers to make hair colour really zing, as well as chalk for whitening socks and facial markings. Meanwhile, plaiting bands might not be the most expensive item in the shop, but many riders would certainly consider them a showday essential and they’re likely to fly off the shelves. Other extras to consider include… • Competitor number packs • Diamante and decorative browbands • Reins with different types of grip and width • Headcollars with a breaking point for travel • Gloves (including white for dressage) • Stirrup irons of different styles, including safety • Whips, including dressage, short and show canes • Grooming items and portable storage boxes • A variety of bags, such as those designed for boots and hats • Girths e.g. dressage and jumping styles • Spurs
48 | Equestrian Trade News April 2024
Seal the deal
Finally, making that sale isn’t only about having the products. There are a few things you can do to tip the balance in your favour and their importance shouldn’t be overlooked. First, and perhaps most importantly, your staff should know their stock. This might sound obvious, but do they really know what’s on the shelves and, when they do, can they speak with authority about it? It’s well worth providing detailed training to staff so they can advise customers accordingly and with knowledge – for example, on the type of bit permitted in a dressage class or the technical fabric properties of a jacket or cooler rug. In addition, staff with specific training in the fitting of hats and body protectors will give customers peace of mind when buying these expensive items. Of course, unless you have a massive warehouse, it’s unlikely you’ll be able to stock a full range of every item you’d like to sell, so build that relationship with suppliers, know your brands and secure access to stock availability information, whether that’s online or via the telephone. Being able to order in items for arrival next day can make all the difference between your customers sticking with you or searching for themselves on the various websites, so know what you can promise and when. And on that note, ensure your own online offering is kept up to date and any out-of-stock items are removed promptly – as well as new products added. Quick despatch of orders will keep you ahead of the competition and, in these difficult financial times, that’s got to be a win. www.equestriantradenews.com
BETA INTERNATIONAL NEWS | ETN
BETA INTERNATIONAL LeMieux returns as sponsor of the LeMieux Coffee Shop at BETA International
BETA International is excited to announce that LeMieux will be sponsoring the Coffee Shop at the 2024 event (22nd-23rd September) for a second year, following the success of this support at the 2023 event. LeMieux’s brand has continued to grow over the years and has been a huge supporter and advocate for BETA International as well as the British Equestrian Trade Association. In 2023, LeMieux sponsored the ever-popular coffee shop, complemented by a LeMieux stand next to the space, which
is something that will be replicated at the 2024 event. “LeMieux’s sponsorship last year was hugely popular with all visitors and we’re delighted to have the company supporting the show in this way again,” said Claire Williams from BETA International. “We can’t wait to see how the team ‘LeMieux’ the space this year and are excited to see what innovative products they share at the show too.” “We are excited to once again sponsor BETA International. The event provides a valuable platform for innovation, collaboration, and knowledge sharing within the equestrian community. We are proud to be a part of it and remain dedicated to the growth and development of the industry as a whole.” Dan Mahoney, Managing Director, LeMieux LeMieux is now sold in 69 countries and was recognised as the 66th Fastest Growing Private Company in the UK in
Photo: LeMieux
TRADE FAIR NEWS
the 2022 Sunday Times 100. The product range continues to grow in depth and breadth, with new pieces being available to see at BETA International, as well as the opportunity for customers and interested parties to meet the team and talk. For more information on BETA International and to pre-register your interest as a visitor for the 2024 show, see www.beta-int.com. To find out more about LeMieux, see www.lemieux.com
BETA International 2024 Sunday and Monday 22 – 23 September
NAEC Stoneleigh, CV8 2LG
Main Sponsor
WHERE THE EQUESTRIAN INDUSTRY MEETS TO DO BUSINESS
Visitor registration now open! Visit the website below to secure your free ticket. For information on booking a stand please contact sales@beta-int.com | or call +44(0) 1937 582111 | www.beta-int.com
ETN | REPORT
Turning back the pages… For four decades, ETN has reported on the equestrian trade. So, let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago. Five years ago...
Twenty years ago...
In April 2019, ETN reported:
In April 2004, ETN reported:
Ten years ago...
Thirty years ago...
In April 2014, ETN reported:
In April 1994, ETN reported:
• The day after the Ride-away shop closed, Millbry Hill opened an outlet on the site near York. The Ride-away business’s parent company, Internet Fusion Group (IFG), had been in consultation with the store’s staff who faced an uncertain future. Millbry Hill took on five former Ride-away employees to staff their new store, including store manager Hayden Tuck. • Wholesaler Hucklesby Associates acquired the footwear brand Taurus Equestrian. Norfolk based Taurus had been founded by Jonathan Groome 20 years previously. • The first Equitana to run in America was announced by Reed Exhibitions. The three-day consumer show was scheduled for Lexington, Kentucky in the autumn of 2020. • In a rare image, William Funnell was pictured picking up poo. The top international show jumper was highlighting the importance of the practice as part of a worm control feature with his sponsor Virbac.
• A group of saddle fitters founded the Master Saddle Fitting Consultants (MSFC) Society. All members had qualified or were students with the Dutch based Academy for Master Saddle Fitting Consultants. The group was set up to exchange ideas and develop best practice in saddle fitting, while supporting MSFC fitters and students. “We all care about educating riders and owners about saddle fitting, and want to promote that side of our work too,” said MSFC Society chairman Catherine Morris. • Fieldhouse Riding Equipment opened a showroom at its Walsall headquarters. Retailers could visit the trade-only facility to view the latest JustTogs, GFS and Pessoa branded clothing and saddlery. • Equestrian.com – the domain name of online retailer Equestrian Clearance – became the new sponsor of the Hickstead Derby, putting up a £115,000 prize fund and launching on online community. “We want people to feel part of this thrilling event,” said director Lorraine Meadowcroft. • Phil Duff was drafted in to mastermind Badminton’s trade stand area. Event director Hugh Thomas said the former managing director of Ariat Europe had been given “a wide brief.” 56 | Equestrian Trade News April 2024
• Event rider Robert Lemieux announced his engagement to Lisa Hunt who was running the supplements and grooming products supplier Horse Health Wessex. The couple met when Lisa groomed for Robert at Badminton in 1997. Although listed to ride for Canada at the Athens Olympics, Robert was working full-time for former jump jockey Richard Dunwoody’s sports marketing company. • The polo-themed clothing brand Tottie Wear went into liquidation. The company had caught attention with its risqué adverts showing a female polo player with a male hand place on her backside. • Eqvalan Duo wormer was launched. The product combined ivermectin-based Eqvalan with the tapeworm killer praziquantel. “No other wormer does more; it will make life simpler for you and your customers,” said the supplier Merial. • Event rider Polly Jackson was caught eating Blue Chip Bites – the new equine dental care treat – on the company’s stand at BETA International. Her photo appeared in ETN to prove it.
• Susan Moxon, manager of Coleman Croft, was set to leave the Hertfordshire saddlery shop to help launch a 6,400sq ft outlet near Dublin for Holmstead Saddlery. “It will be the best shop you’ve ever seen,” said Holmstead owner Bill Holmes, adding that the project, on the site of the former Cruicerath Stud, would cost £1 million over the next five years. • Agent Charles Leonard told ETN that Masta’s catalogue offering products directly to the public was costing him between £2,000 and £4,000 a month in lost income. He’d also had to contend with “some extremely angry retailers.” Masta Rug Company had distributed the 20-page catalogue in Horse&Hound offering rugs “at manufacturer’s prices.” • Madeleine Lloyd-Webber took on a partner, Samantha Baring, to manage her country clothing collection, The Done Thing. “The children and the running of the [Watership Down] stud at Sydmonton have come before The Done Thing, so I’m glad Samantha is taking the reins,” said Madeleine (nee Gurdon), a former event rider who named the range after her top horse - and married the composer, Andrew Lloyd-Webber. • Harrods made the unusual step of advertising for a new manager of its riding department. “We usually recruit from within Harrods, but we couldn’t find anyone horsey enough,” head buyer Colin Missenden told ETN.
www.equestriantradenews.com
SMS AWARDS | ETN
Saddlery competition showcases creativity and craftmanship ETN reports from the event that highlights why British saddlery is the world’s best.
T
he Society of Master Saddlers’ (SMS) annual National Competition was held at Saddlers Hall, the London home of the Worshipful Company of Saddlers, in February. More than 150 people gathered for the presentation of prizes by Hugh Taylor, Saddlers’ Company Prime Warden.
SMS President Karen Schlotter began the evening by quoting Pierre de Coubertin, the father of modern Olympic Games: “The most important thing… is not winning but taking part. “The value is to participate and not the prize,” said Karen. “Without all the wonderful entries that didn’t win a prize, we wouldn’t have such an amazing display of creativity and talent.”
Master and Apprentice A Headcollar made by the Apprentice and Foal Slip made by the Master. 1st: Master Saddler Sarah Stevens and her Apprentice Charlotte Cheesman Premiums: Sarah Stevens, Charlotte Cheesman, Harri Bruce and Gabrielle Mitchley Trainee Bridlework A Snaffle Bridle conforming to Level 2 City and Guilds Skills Assessment specification Sponsored by Abbey England 1st: Bonnie Dale, Capel Manor College 2nd: Hannah Phair, Capel Manor College 3rd: Hettie Rogers, Capel Manor College Premiums: Bonnie Dale, Hannah Phair, Hettie Rogers and Tamara Hug.
Most of the prize fund was generously provided by The Worshipful Company of Saddlers with charitable contributions from The Worshipful Company of Coach and Coach Harness Makers, Abbey England, Cribbs Carriage Masters and H Webber.
Intermediate Bridle open to qualified and trainee members only Hunting Breastplate with Martingale Attachment A Crupper & Dock Sponsored by The Worshipful Company of Coach and Coach Harness Makers 1st: Hettie Rogers, Capel Manor College 2nd: Hannah Phair, Capel Manor College 3rd: Hattie Stevens, Capel Manor College 4th: Bonnie Dale, Capel Manor College Premiums: Hettie Rogers, Hannah Phair, Hattie Stevens, Bonnie Dale, Millie James, Regina Mitchell and Harri Bruce.
In-hand Stallion Show Bridle conforming to Level 3 City and Guilds Skills Assessment specification
Trainee Saddle (Rural) Any type or size of Leather Saddle suitable to meet the criteria of C&G Level 2 or 3 Saddle specification (2nd Prize - Sponsored by Osborne Tools)
1st: Regina Mitchell 2nd: Millie James, The King’s Troop RHA 3rd: Harri Bruce, SES Saddlery Premiums: Regina Mitchell, Millie James and Harri Bruce
1st: Samantha Penfold Garrett, Saddlery Training Centre 2nd: Frances Ridley, Saddlery Training Centre 3rd: Bonnie Dale, Capel Manor College
www.equestriantradenews.com
Society of Master Saddlers 2024 Saddlery Competition Results
1st: Harri Bruce, SES Saddlery 2nd: Charlotte Cheesman, SES Saddlery 3rd: Christie Farren, The King’s Troop RHA Premiums: Harri Bruce, Charlotte Cheesman, Christie Farren Special Open Class A Straight Clincher Link Browband 1st: - Joanne Dennison 2nd: Gudrun Thuesen 3rd: Tamara Hug 4th: Katy Warriner Premiums: Joanne Dennison, Gudrun Thuesen, Tamara Hug and Katy Warriner Small Business Saddle Makers Any design of English Astride leather saddle 1st: Signe Dreyer 2nd: Hattie Crabtree 3rd: Kate Hardt Premiums: Signe Dreyer
Equestrian Trade News April 2024 | 57