August 2020
Volume 44, No 5
BACK IN
BUSINESS
Covid-19 recovery as riding returns
POSTPONED PRODUCTS
There’s still time for a summer season…
VERITABLE VETERANS
AMTRA accredited RAMA/ SQP CPD feature and quiz
ETN is the official media partner of BETA International
PLUS
2021
24 – 26 January
• ETN’S EXCLUSIVE CCJ LISTING • AUTUMN APPROACHES: STABLE EQUIPMENT AND BEDDING
NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
High Quality Low in Starch & High in Fibre From Vitamin A to Zinc Fully Traceable Slow Release Energy
Interested in stocking? Call 01526 398236
2 | EQUESTRIAN TRADE NEWS XXXX 2020
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Editor’s comment
In this issue... NEWS
The latest happenings
PRODUCT NEWS
What’s new for a late summer season
SPECIAL REPORT GERMANY: Where horses drive an economy
VERITABLE VETERANS
Feeds and products for older horses
W
ell, here we are. ETN’s back in print having missed a couple of issues for the first time in our 40-year history. This magazine saw off recession and foot-and-mouth, but a global pandemic made us half-halt. ETN kept the trade in touch with twiceweekly e-newsletters, which continue weekly. News is currency; there’s something comforting about hearing how others in similar situations are doing in a crisis. However, as one reader said on hearing of ETN’s return in print: “There’s something about holding a magazine that digital just doesn’t quite grasp.”
Transparency matters
While digital clicks can be counted, the same cannot be said for page turns of a printed magazine. ETN is completely transparent about how many copies we print and distribute - who receives them, and when. We’re completely open and honest, therefore, about how much bang our advertisers get for their buck. Can other magazines say the same? Why not ask them? Oh, and make sure you get something in writing like a printer’s certificate…
Sit, stay!
Much as I hate the cliché ‘new normal’, we’re all going to have to live with it. And I can’t begin to imagine what hard work that is for anyone working in customer-facing roles. While businesses can have protocols and health & safety measures coming out of
FRONT COVER:
August 2020
Volume 44, No 5
BACK IN Equestrians are BUSINESS eager to embrace the summer season with co-ordinated, practical gear for horse and rider. PLUS This stunning image comes courtesy of HKM Sports Equipment GmbH. Contact the HKM UK team on tel 01952 691784 Email: hkmsales@hotmail.co.uk Covid-19 recovery as riding returns
4 8 12 14
their ears, it’s not quite so clear cut when you’re dealing with actual people. Attitudes to Covid-19 risk vary widely, from the cavalier to the paranoid. So how businesses and their staff interact with customers is a delicate balance. Luckily, I’m quite thick-skinned. But a recent trip to a vet’s surgery was an eyeopener. A person on the door was handing out squirts of hand-sanitiser and face coverings, fair enough and quite helpful. But it was their attitude… Orders were barked to ‘WAIT’ while animals were examined, two people standing at the door were growled at to ‘STAY’, and a woman was ordered to ‘SIT’ while cowering at the counter. I was hoping for pat on the head or a treat if I got it right… and dreading a yank on the choke chain if not. Global pandemic or not – there’s no need to frighten the customers. They won’t ‘COME’ back if you send them off with their tails between their legs.
AMTRA ACCREDITED RAMA (SQP) FEATURE
Return to riding post Covid-19
32
It’s a job to know…
SMS ACCREDITED SADDLE FITTERS’ CPD
36
DOGS AT WORK
39
Confidence will be everything in the coming months. When I admired a friend’s new horse the other day, she said she’d taken the mare on loan for a year with a view to buying after that. Putting off the decision to commit would give her a chance “to see how my job is panning out by Christmas.” That sellers – in this case of a very nice horse worth around £8,000 - are prepared to be so accommodating is another sign of an ambiguous economic outlook. And while owners will give up a great deal to keep their horses, there’s always a tipping point. Whatever is being sold, maybe the answer is to offer something different, be flexible and – that thing business people do best – enterprising.
With quiz to earn CPD points
BENCH SADDLER OF THE MONTH
Meet this month’s award winner
PEOPLE
Who’s new, who’s moved?
20
22 23
RETAILER PROFILE
Northamptonshire based Harley Equestrian
BEDDING & STABLE EQUIPMENT What to stock as autumn approaches
24 26
TURN BACK THE PAGES
What ETN was reporting five, ten, 20 and 30 years ago
BACK IN BUSINESS
RECYCLING AND THE ENVIRONMENT
Unwrapping the conundrum
COUNTY COURT JUDGMENTS ETN’s exclusive listing
31
40 42
POSTPONED PRODUCTS
There’s still time for a summer season…
VERITABLE VETERANS
AMTRA accredited RAMA/ SQP CPD feature and quiz
ETN is the official media partner of BETA International
2021
24 – 26 January
• ETN’S EXCLUSIVE CCJ LISTING • AUTUMN APPROACHES: STABLE EQUIPMENT AND BEDDING
NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
WWW.EQUESTRIANTRADENEWS.COM
Liz Benwell Liz Benwell
EQUESTRIAN TRADE NEWS AUGUST 2020 | 3
ETN | RETURN TO RIDING
Let’s get back in the saddle…
Riders are hungry to get going again after the disruption to training and shows brought about by the coronavirus pandemic. ETN looks at what customers may have put off buying during lockdown - but are now desperate to own. WHAT WILL BE THE POSTCOVID CONSUMER TRENDS?
With the pandemic impacting on the high street, fashion forecast experts are predicting a change in traditional consumer buying habits. So where does this leave equestrian retailers who sell clothing? “Prior to Covid-19, there had been a move away from ‘fast-fashion’ and a ‘make it cheap, sell it quick’ culture,” says Liz Hayman, MD of British equestrian fashion brand Equetech. “Savvy shoppers were starting to adopt ‘slow-fashion’; a movement which embraces quality and classic style that outlast fickle fashion trends and cheap garments.” While Liz acknowledges that equestrian consumers are different from pure fashion customers, she believes retailers in our sector still need to be mindful of evolving trends when deciding what stock for autumn/winter. “Our customers need clothing to perform and withstand the rigours of life in the saddle and at the yard,” she says. “However, equestrians don’t live in a bubble. “Trends which affect clothing design outside of the horse world do matter, especially for fashion-conscious equestrian labels like Equetech.”
Tight purse strings
This autumn will see demand for quality
Multifunctional appeal
and clothing created with a purpose, says Liz. “The crisis has made people stop and think about what they buy and what they need. And just as slow fashion is now a ‘thing’, so it will become relevant in our sector.” Buying quality also means less hassle for retailers with returns of faulty merchandise, she adds. Last year, Equetech had less than 0.5% retailer returns across its entire range. And of course, happy customers equal robust repeat sales. “Attractive price pointing and margins will always be key, but I do think that buying quality for a reasonable price will be a significant consideration for many consumers,” says Liz. “With purse strings tight, more so than ever, consumers will be looking at what they can get for their money - but with the added consideration of longevity.”
Liz, who designs the Equetech range, is a stickler for consumer feedback and studying fabric technology. “Nowadays, we’re dealing with a more educated consumer,” she says. “So, to sell well (especially online), it’s going to require more than just a ‘new colour’ bullet point.” A growing trend for multifunctional clothing was highlighted during the coronavirus crisis. “Sales were buoyant across our core range of technical stretch clothing which is versatile enough to transcend from life at the yard to walking the dog, cycling, running, and even yoga in front rooms during lockdown,” says Liz. Consumers continue to want garments that deliver more, she adds. “The joy of our sport is that seasonal clothing fit for the job and the weather are always reliable drivers. Add versatility and quality on top, and you have a winning formula to tempt your returning customers.”
Time for a new hat The popular uvex Exxential helmet has been updated. For summer riding, Version 2 is the perfect antidote to smelly hat syndrome with its excellent ventilation and removable, washable liner. With just four sizes across this adjustable range, it’s a low risk option for retailers to stock. 32 | EQUESTRIAN TRADE NEWS AUGUST 2020
Certified to VG1 and BSI Kitemarked, so it can be used in all disciplines, the Exxential weighs in at only 420g. It incorporates the uvex 3D IAS fit system for easy adjustment to a perfect fit each time it’s worn. Available in black mat, mocca, blue mat, anthracite mat and sand mat, the trade price is £50 plus VAT and the RRP £99.95. WWW.EQUESTRIANTRADENEWS.COM
RETURN TO RIDING | ETN
Doing the legwork Latinium riding boots – already a best-seller in Europe - are new to HKM’s UK collection. The boots’ popularity is assured thanks to their quality, price (RRP £180.95) and vast range of height, width and foot sizes to fit almost every rider. The textured leather gives a soft, flexible feel while a memory foam sole is supercomfortable. Two elasticated inserts either side of the zip provide stretch and a contoured fit. A clever feature is a soft silicone band in the lining to discourage the boot from moving or dropping at the ankle. Latinum boots team up nicely with the LG basics range of classic breeches from HKM’s Lauria Garrelli collection. Available in core colours that co-ordinate across the range, styles include standard knee patches or a full silicone seat. The fabric is soft and the fit flattering; useful pockets and elasticated ankles also feature. RRPs are from £70.95 depending on seat style.
CONTENT CREATION
SOCIAL MEDIA MARKETING
Getting the jobs done Horsey people spend a lot of time on their feet. So Elico Glencoe Boots will suit them down to the ground. These good quality, short boots are ideal for all those jobs to be done around the stable yard. Made with waterproof Crazy Horse action leather outers, and elasticated sides at the ankles, they’re quick to put on and good to go in any weather. With a shock-absorbing profile, rubber sole with sturdy heel and cushioned inner sole, they promise day-long comfort. Elico Glencoe boots come in brown, sizes 37 to 45, with an RRP of £69.95. They are available from Jenkinsons Equestrian.
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EQUESTRIAN TRADE NEWS AUGUST 2020 | 33
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44 | EQUESTRIAN TRADE NEWS XXXX 2020
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