ETN (Equestrian Trade News) - December 2023

DECEMBER 2023

Volume 47, No 10

DRESSAGE ICONS

ETN is the official media partner of BETA International

Carl Hester talks about Valegro 2024

22-23 September NAEC Stoneleigh, Warwickshire, UK

PLUS

Main Sponsor valegro-ETN-cover-strip-23.qxp_0 17/11/2023 10:09 Page 1

• Wholesalers at your service • Meet the award-winners: retailer, saddler and lifetime achiever • The anatomy of bridle fitting: SMS CPD feature

Main Sponsor

every superstar deserves an

Upgrade F I V E S TA R T R E AT M E N T F O R T H E G O O D O F T H E H O R S E

Valegro unveiled as the new face of NAF Five Star Superflex Senior

Globally recognised as the forefront of Innovation, Technology & Protection in the Equine sector.

Join the elite, become a Premier Equine retailer today!

Buster Series Turnout Rugs

The Buster Range is the largest range of turnout rugs, giving you more freedom of choice.

Available in various styles, weights & colours to suit the needs of your horse.

MASTERS IN THE ART OF RUG MAKING Apply for a Trade Account: sales@premierequine.co.uk w w w.p re m i e re qu i n e . co . uk

Editor’s comment

H

aynets have become a sophisticated product category with many different styles, sizes, materials and mesh gauges to choose from.

Fed up with cheap ‘n’ cheerful versions that variously break, sag, come undone and – in one case – are so flimsy that the horse’s lead-rope clip got caught on the twine, I decided to try something better.

Well, as ever, it appears you get what you pay for.

The best sturdy, nice to handle, horse friendly haynet I could find is the Elico Crofton Jute at around RRP £15. Its environmental credentials are excellent – and it smells lovely.

For a slow feeder, I’ve been hugely impressed by Trickle Net (RRP around £35); and I mean a branded Trickle Net. There appears to be increasing use of ‘trickle net’ as a generic term – like Biro for all ballpoint pens – but the real thing is truly superior.

And a market prediction… The winner of the BETA Equine Thesis of the Year researched the feeding of oat straw to manage overweight horses. Watch out for straw nets coming soon.

I was horrified to hear it reported from the Labour Party conference that shadow home secretary Yvette Cooper felt it necessary to pledge that all cases of shoplifting would be investigated, no matter how small.

Apparently, in 2014, a law change was introduced meaning anyone charged with the theft of items under £200 did not need to attend court.

FRONT COVER:

DECEMBER 2023

Volume 47, No 10

ETN is honoured to share our final front cover of VALEGRO 2023 with two icons of PLUS British dressage - Valegro and Carl Hester. The great Upgrade horse, who partnered Charlotte Dujardin to world, European and Olympic titles, has lent his famous face to a popular product.

Find out more on page 10.

Carl Hester introduces new ‘face’ of popular product

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK

Main Sponsor valegro-ETN-cover-strip-23.qxp_0 17/11/2023 10:09 Page 1

• Wholesalers at your service • Meet the award-winners: retailer, saddler and lifetime achiever • The anatomy of bridle fitting: SMS CPD feature

Main Sponsor

every superstar deserves an

I’m sure equestrian retailers don’t suffer from anything like the same degree of shoplifting as some supermarkets and corner shops. But any theft is breaking the law – and everyone deserves to feel safe at work.

Big brands remain keen to show they respect sustainability. It’s the reason sports retailer Decathlon has rolled out its buyback service across all of its UK stores.

It works like this…when a customer returns a product he or she no longer needs, they are given store credit.

Decathlon then refurbishes and sells said items – which range from own-brand bicycles to kayaks - under its ‘second life’ scheme.

Would such a scheme have traction for equestrian retailers? For sure, the sustainability part of it would be a great PR move… but would it be detrimental to sales of new products?

Well, specialised retailing is increasingly about offering a service. And if equestrian stores can provide the same re-purposed items that horse owners regularly buy on eBay and Marketplace with some advice thrown in, why not?

Such schemes also foster that allimportant customer loyalty. And, after all, every tack shop selling second-hand saddles on a part-exchange basis is already doing it.

If the weather and the economy are getting you down, look no further than Retailer Profile in this month’s ETN for some uplifting inspiration.

Business owner Britani Wilson has faced immense challenges in her relatively short life - yet, as she tells journalist Deborah Hayward, she’s got stuck in and developed an award-winning new enterprise.

Having read her story, my New Year’s resolution is to ‘be more Britani.’

In this issue...

NEWS

What’s been happening

PRODUCT NEWS Latest launches

BENCH SADDLER OF THE MONTH Meet this month’s winner

PEOPLE

Who’s new, who’s moved?

SUPPORT FOR RETAILERS Who’s fighting your corner?

RETAILER PROFILE

Deborah Hayward meets Bolerolux

WHOLESALER DIRECTORY Suppliers at your service

4

10

14

16

18

20

22

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago

SADDLERY FITTING CPD

SMS accredited feature and quiz

27

29

BEST IN TEST

Products that made the grade in Horse&Rider 32

BETTER BUSINESS

Merchandising mistakes

MARKETING MATTERS

Festive lessons from the mainstream

LEATHER AND LEATHER CARE Looking after leather

IN THE HOT SEAT With Tim Smalley

34

36

38

41

F I V E S TA R T R E AT M E N T F O R T H E G O O D O F T H E H O R S E

Valegro unveiled as the new face of NAF Five Star Superflex Senior

WISHING YOU A HAPPY CHRISTMAS AND PROSPEROUS NEW YEAR

Liz Benwell Liz Benwell

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 3

ETN | NEWS

News

Saddle brand affirms bond with global equestrianism Bates Saddles has highlighted its pride at being the Official FEI Saddle Partner.

As well as governing international horse sports, the Fédération Équestre Internationale (FEI) encourages best practice and good horsemanship worldwide. Education is a key part of its partnership with Bates Saddles.

Said FEI commercial director Ralph Straus: “Riders from all over the world have long relied on Bates Saddles’ unparalleled expertise to provide sound information on

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

Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS DECEMBER 2023

saddle related questions.

“So, we are extremely pleased to be partnering with them, not just for the pride they take in delivering high quality saddlery, but also because horse welfare is always at the heart of their work.”

Founded by George Bates in 1934, Bates Saddles is today run by his greatgranddaughters, Ellen and Emily. They inherited the company from their father Ron Bates, who is still the managing director.

Advertising Manager Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com 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

Ron Bates is pictured with German international dressage rider Isabell Werth.

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com

ADVERTISERS’ INDEX Abbey England Citrus Lime Derriere Earlswood Supplies Gallop Equestrian Supplies Jenkinson Jenkinson NAF Premier Equine Red Gorilla STUBBS England The Society of Master Saddlers TreeClix WF Young

17 42 OBC 26 5 3 9 OFC & 7 IFC IBC 15 26 28 19

www.carbonbalancedpape r.com CBP123456

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

Research into managing overweight horses is a winner Nadine Mostert won the 2023 BETA Equine Thesis of the Year award with her dissertation Oat straw in the Haylage Diet: Exploring the effect on equine weight, bowel movements and chewing and consumption.

The Writtle University College equine performance and business management graduate undertook feeding trials on a group of horses to expand knowledge and change attitudes around the inclusion of straw in equine diets.

Nadine received a trophy and cash prize after four finalists presented their theses to a panel of judges during an online event on Sunday, 29 October.

Nadine has gone on to pursue a master’s degree in international marketing which she is currently undertaking at King’s College, London.

“Bringing research to life” The judges praised all four 2023 BETA Thesis of the Year finalists for their practically applied topics of real relevance to the equine industry.

“The judging panel would like to congratulate each of the finalists on the successful completion of their dissertation.

During the competition, their presentations allowed them to elaborate on their written work, bringing their research to life,” said Georgina Crossman who headed the fourstrong judging panel.

“The selection of the winner was a unanimous decision by the judging panel.

Her dissertation was highly relevant to horse owners and the wider industry.

Nadine also translated her work in a very accessible way for the lay audience in her infographic.”

This is the eighth year BETA has run the competition which recognises the best in undergraduate study across the UK and Ireland. An audience from the public, industry and academia watched the finalists’ presentations online.

Universities and colleges offering equine-related degrees are each invited

Ex-Harrods horse finds more fame

to submit one undergraduate dissertation entry for the annual BETA Equine Thesis of the Year.

Following preliminary judging, the following made it through to Sunday’s final: • Bishop Burton College – Lauren Wain.

An Investigation into the Influence of Balance and Proprioceptive Pads on Equine Posture and Kinematics • University of Liverpool – Hannah ShanksBoon. The Effect of Body Condition Score on Tongue Size, Soft Palate Angle and Basihyoid Depth in Horses • Writtle University College – Nadine L Mostert. Oat Straw in the Haylage Diet: Exploring the Effect on Equine Weight, Bowel Movements, and Chewing and Consumption • University of Limerick – Laura Dayot.

Application of Near Infrared Spectroscopy (NIRS) to Measure the Composition of Mare’s Colostrum and Milk The judges were Dr Georgina Crossman – a research consultant and owner of GK Crossman Consultancy; Dr Katie Williams – the technical and product development manager at Dengie; Dr Dee Pollard – a veterinary research consultant and researcher at the British Horse Society; and Liz Benwell – editor of ETN.

A 28-year-old ex-Harrods coach horse has been chosen by SPILLERS as the ultimate golden oldie.

Earlier this year, the feed brand asked owners of senior equines to share their stories – and Apollo was named overall champion.

The Friesian gelding originally came from Holland as a four-year-old stallion to start his training as a carriage driving horse. He became part of the Harrods coach team, he and his driving partner Spartacus regularly pulling the famous store’s carriage around London.

Apollo and Spartacus made deliveries, greeted tourists and regularly visited Kensington Palace where they met several members of the royal family.

They often carried important guests to Harrods in the carriage - including Santa at Christmas time.

For the past 21 years, Apollo has been owned by Clare O’Keefe.

“I worked at the Harrods stables looking after the horses,” she said. “I was lucky enough to be able to buy Apollo in 2002 when the stables were closing, and all the horses were being sold.”

These days, Apollo and Clare enjoy a quieter life hacking out and going to the occasional local show.

EQUESTRIAN

Scam warning

Self-employed tax payers are urged to be on the lookout for scam texts, emails and phone calls from fraudsters.

This warning comes as HM Revenue and Customs (HMRC) received more than 130,000 reports about tax scams in the 12 months to September 2023 – including 58,000 offering fake tax rebates.

With around 12 million people expected

WWW.EQUESTRIANTRADENEWS.COM

to submit a Self-Assessment tax return for the 2022 to 2023 tax year before the 31 January 2024 deadline, scammers are poised to impersonate HMRC for their own gain.

Frauds range from offering a rebate to telling people that they need to update their tax details. There have even been threats of immediate arrest for tax evasion unless scam victims comply, says HMRC.

300 DUAL TURNOUT SET

TRADE FROM

£41.00 £81.99 RRP

www.gallopequestrian.com

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 5

ETN | NEWS

NEW ERA FOR RETAILER

Don’t exploit cash-strapped customers this Christmas, businesses urged Businesses should show they care this Christmas – by being responsible about their seasonal promotions.

Retailers should be particularly careful about how they push buy-now-pay-later credit schemes, warns the Advertising Standard Authority (ASA).

“This year has been tough on everyone financially and at Christmas time in particular consumers can feel enormous pressure to spend and treat others, sometimes beyond their means,” says the advertising watchdog.

“It is, therefore, advertisers’ duty to ensure that their ads are not encouraging excessive spending in an irresponsible manner.”

When it comes to buy-now-pay-later offers, the ASA says marketing communications must be prepared “with a sense of responsibility to consumers and to society.”

The advice applies even when there is no interest or fee charged on phased payments.

Businesses can protect themselves – and their customers – by including clear terms and conditions in advertisements or promotions, or by making them easily accessible.

Time limited promotions – especially those which use terms such as ‘hurry before they’re sold out’ and ticking clocks – must not be used to mislead consumers into fearing they may miss a bargain, adds the ASA. Keep the magic And finally, there’s a plea not to dash children’s hopes and dreams as they write their list of wishes to Father Christmas…

“Advertisers must ensure that any ads targeting or featuring children are not exploiting their credulity, loyalty, vulnerability, or lack of experience…” says the ASA. The ASA monitors advertising standards across all industry, investigates complaints and publishes a weekly list of its rulings.

A West Yorkshire feed merchant is switching from ‘just selling feeds’ to offering a more ‘value added’ approach to animal care.

Wetherby based Discount Feeds has been renamed Joywyns Pet & Country. The store has been in business for 14 years and was purchased by Jo Sutton in 2019.

The rebranding includes a new logo, the latest in-store PoS, updated staff uniforms and new storefront (pictured). The retailer’s original focus on horse feed has gradually expanded to companion and smallholder animals.

RIDING BOOTS BUSINESS CLOSES German riding boot maker Königs – whose bespoke offering is a favourite with top dressage competitors – has closed.

Current owners Joachim and Anja Königs had tried unsuccessfully to sell the family business, ETN understands.

Zebra Products has been Königs’ UK distributor for more than 20 years.

“We will greatly miss the Königs team and their beautiful boots,” said managing director Simon Middleton.

“And we’d like to thank them for a much-valued partnership.”

Simon hinted that Zebra Products would be looking to the Cavallo range, which it distributes in the UK, to complement its luxury riding boots provision.

“We have predominately focused on the Cavallo fashion and textile

“We’re always happy to offer advice based on individual circumstances, and not just push the best-sellers or those with the highest mark-up,” says Jo. “We know the brands we stock inside-out to provide a personalised approach to feeding customers’ horses and pets.”

Joywyns Pet & Country has a new website too. ranges up until now,” he said.

“However, Cavallo have relaunched their complete boot collection and they are selling them very well in Germany and throughout Europe and the USA. So, we will look at that collection now with fresh eyes.”

Zebra Products also distributes Ego7 and Tucci riding boots.

End of an era Königs, based in Erkelenz Tenholt, Germany, was founded in 1850 by Anton Königs. It originally made shoes for agricultural workers before turning to military footwear.

In 1990, under senior director Manfred Königs, the company began making high-end riding boots. The supply of hand-made, bespoke products was continued by his son Achim.

At its height, Königs employed around 44 people.

WILD BIRD FOOD IS FLYING… Henry Bell & Co, best known in the equestrian market for Equiglo horse feeds, has secured a 12-month primary supplier contract for its wild bird food and accessories range with the Tillington Group for a third year running.

The move will see the entire Henry Bell Wild Bird Care Collection, with its 200-plus products, on sale throughout 41 nationwide garden centres belonging to Tillington’s ten independent member companies.

“It’s great news that we are the group’s primary wild bird care supplier once again,” said Henry Bell managing director Thomas Lee. “As a family business ourselves, we are always keen to support fellow independents.”

Added Tillington Group category manager, Ben Stevenson: “As primary supplier, Henry Bell is a great company to work with – stock is always available, there’s a great range of POS material, and sales and merchandising advice is there when we need it.”

In addition, Henry Bell & Co has won a

6 | EQUESTRIAN TRADE NEWS DECEMBER 2023

12-month primary supplier contract with Future Marketing Group (FMG) for the fourth consecutive year.

The agreement makes its wild bird food collection available throughout FMG’s 20 independent garden centres nationwide.

WWW.EQUESTRIANTRADENEWS.COM

superstar upgrade

every superstar deserves an

Upgrade SENIOR

Five Star Superflex Senior, an effective, unique synergistic blend of ingredients, formulated to provide targeted nutrition for the maintenance of senior joints and older horses and ponies.

“Feeding for joint health is crucial for ensuring that we provide the right support for our horses and the Five Star Superflex product range allows us to do just that. Valegro gave us so much throughout his competitive career and Superflex Senior is the supplement of choice for helping him to maintain an active lifestyle as he gets older.

It provides the right nutrition at the right levels, giving him flexibility for life.”

Carl Hester & Valegro

F I V E S TA R T R E AT M E N T FOR THE GOOD OF THE HORSE Sizes available: 660g & 1.98kg

Contact NAF using our FREE Nutritional Advice Line Call 0800 373 106 or email info@naf-uk.com

THANK YOU

JOINTS

naf-equine.eu/uk

Stock up ready as superstars upgrade l New look label featuring dressage superstar Valegro l New national advertising campaign l Same Five Star product

We are proud of our relationship with our retailers and would like to thank all of you for selling these products on our behalf.

For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our

FREE Nutritional Advice Line on 0800 373 106

naf-equine.eu/uk

ETN | NEWS

Photo: CameraCraft/Shutterstock.com

Inspiring the next generation The half term holiday saw a group of horsey youngsters visiting Chester based Freedom Saddlery.

They were from Conwy Community Riding Centre which aims to provide affordable riding and make equestrian activities accessible to all ages and abilities.

The chance to get hands-on with some practical saddle fitting proved very popular, followed by examining a broken saddle, some gullet changing and flocking – plus hot chocolate all round.

Everyone left with some homework; to check their own saddles for safety and wear when they clean their tack.

“They were so interested in everything, and asked lots of questions,” said Steph Bradley, who owns Freedom Saddlery and is an SMS qualified Master Saddle Fitter.

“It was a great way to spend an afternoon giving something back.

After all, they are the equestrian industry’s next generation and maybe even saddle fitters of the future.”

Helping riders get the right girth

Now that girths regularly cost three-figure sums, a retailer has come up with the clever idea of a try-beforeyou-buy scheme.

Kent based David Dyer Saddles has introduced a girth bank which works along the lines of the already popular concept of bit banks.

Customers can borrow girths to try them for up to two weeks. After that, they either purchase the girth, or get a refund minus 10%.

The scheme covers many well-known brands of long and short girths.

COMPANY GENERATES RECORD £9 MILLION PROFIT

LeMieux has reported a pre-tax profit of more than £9 million.

The business has almost doubled sales within the past two years and turned over £42.9m during the year ending April 2023, a 16% increase from 2022.

The brand’s international sales have grown by more than 50%, with exports now accounting for 40% of total sales. Its products are sold in 90 countries.

LeMieux was founded in 2006 by husband-and-wife Lisa and Robert Lemieux. Robert is a former international event rider.

The company employs more than 100 people.

In March 2021, LeMieux secured investment from LDC, the private equity arm of Lloyds Banking Group. The terms of the minority investment were undisclosed.

As part of the transaction, the ex-CEO of Joules, Colin Porter, joined LeMieux as non-executive chairman.

He has held similar roles at FatFace and Emma Bridgewater.

Managing director Dan Mahoney joined LeMieux last year. “There is an exciting and growing demand for our products, with our UK success starting to be replicated by global customers,” he said.

LeMieux has recently made four LeMieux has reported senior appointments. See People in record pre-tax profits of this issue of ETN. more than £9 million.

8 | EQUESTRIAN TRADE NEWS DECEMBER 2023

OBITUARY EDWARD DONALD JAMES

Edward (‘Ed’) James, the charismatic founder and CEO of SSG Gloves, has died. He was 92.

Wearing his signature green jacket and ready smile, Ed took his innovative glove collection to equestrian trade fairs around the globe.

He was also a philanthropist who supported horse sports, racing and many riders and drivers in his native Canada.

Ed launched SSG Gloves in the late 1980s, originally selling gloves from his car boot at local racecourses.

The Ontario based company quickly grew to become a globally recognised name – with Ed well-known for his sharp wit and charismatic charm as well as his fairness in business. $5 million dollar horse Ed’s other love was horses. He owned many trotters and standardbred racehorses, but the one that made him most proud was McWicked.

The pacing stallion clocked up lifetime earnings of $5 million and won many awards. Ed enjoyed telling stories about McWicked to anyone who wanted to listen.

Ed died on 29 October. He leaves his second wife Lynda, three sons and seven grandchildren.

He will be greatly missed by his many friends and colleagues in the equestrian trade and beyond.

WWW.EQUESTRIANTRADENEWS.COM

OBITUARY PETER LEWIS

Peter Lewis, a towering and immensely popular figure in the equestrian and saddlery trades, died on 8 November. He was 79.

During 50 years in the When he was BETA chairman in industry, Peter variously 2003/4, Peter Lewis (left) made served as president of the a presentation to outgoing BETA Society of Master Saddlers president Sir Adam Butler.

(SMS), chairman of BETA and Master of the Worshipful Company of Saddlers.

He was a successful equestrian retailer, highly skilled saddler and saddle fitter, a mentor to many apprentices - and a gentleman.

Peter was the proprietor of leading West Country based retailer Pointings Saddlery.

Pointings was originally based in Monmouth Street, Bath, before moving to Blathwayt Stables in Lansdown near Bath where it remained for 24 years.

When he closed the shop at the end of 2018, Peter set up his own saddle fitting and consultancy service, Peter Lewis Saddles.

Peter was a BETA Council member for many years and elected the trade association’s chairman for 2003/4.

Among his notable achievements was to lead the development of the saddle fitting course jointly run by BETA and the SMS. He was also an advocate of promoting the BETA logo – and the reliable reputation of its member businesses – to equestrian consumers.

“Peter was a lovely man with a vast knowledge of our industry,” said Claire Williams, executive director of BETA. “He was a tireless supporter of BETA’s work. During his chairmanship, he endeavoured to make the trade association more relatable and accessible to the riding public. His legacy continues to this day.”

Peter was a highly respected and long-standing member of the Society of Master Saddlers (SMS).

He sat on the Executive Committee for many years, firstly representing the retail trade, and was elected president in 1988. In later years he served as the Worshipful Company of Saddlers’ representative on the committee.

“Peter was a huge figure in the SMS for many, many years,” said SMS CEO Hazel Morley.

“He was a big support to me when I took over the role of CEO from Tony Russell and everyone on the committee found his steady and reasoned advice of immense value.

“Peter is someone that you always listened to and had the utmost respect for.”

Yorkshire opens box office

The box office for next year’s Great Yorkshire Show (9 – 12 July) is open. Visitor numbers will be capped at 35,000 a day.

The Harrogate based show introduced advanced-only ticket sales in 2021. Prices are adults £35, children £13 and families £86.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 9

ETN | PRODUCT NEWS

Product News Valegro becomes ‘face’ of popular product

Photo: Jess Photography

Dressage superstar Valegro has been unveiled as the new ‘face’ of NAF Five Star Superflex Senior.

The winner of three Olympic gold medals with Charlotte Dujardin, Valegro is now 21 and fed on the product daily.

The synergistic blend of ingredients in Superflex Senior has been formulated to provide targeted nutrition for maintenance of senior joints and older horses and ponies.

It provides the key joint support nutrients alongside omega 3 fatty acids and naturally sourced antioxidants which are important for the joint stresses that affect older equines.

As well as winning world and European titles, Valegro still holds the world records in all three grand prix tests, despite retiring from competition in 2016.

The dressage legend remains based at his co-owner Carl Hester’s yard in

FIBRE FOR SENIORS

Honeychop’s new Free-from Super Senior combines probiotics, glucosamine and oils with a blend of forage.

With a combined sugar and starch value of 9.5%, the product is suitable for horses and ponies affected by laminitis, EMS or PPID. The short, soft chop can be soaked for horses with poor dentition.

Super Senior joins other feeds in Honeychop’s Free-from range which includes Lite & Healthy, Topline & Shine and Chopped Oat Straw products.

The launch is supported by a Golden Oldie promotion, media advertising and in-store POS and samples.

Honeychop’s area sales managers can help with product training and brand support.

10 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Gloucestershire where he’s exercised regularly to keep him fit and supple.

“I remember the first time I saw Valegro,” said Carl. “This beautiful dished head came over the door, and it’s lovely to see one of his stunning headshots on Superflex Senior.

“Feeding for joint health is crucial for ensuring that we provide the right support for our horses and the Five Star Superflex product range allows us to do just that.

“Valegro gave us so much throughout his competitive career and Superflex Senior is the supplement of choice for helping him to maintain an active lifestyle as he gets older. It provides the right nutrition at the right levels, giving him flexibility for life.”

New look NAF Five Star Superflex Senior is available as a powder and starts at RRP £33.99 for 30 days’ supply. It comes in tubs measuring 660g and 1.98kg.

Putting the style in oval Shires Equestrian’s new Ellipse Riding Hat collection brings six new styles to its Karben range.

The helmets are geometrically styled for a distinctly individual aesthetic. Each features a signature ellipse frame, flattering wide peak and adjustable dial system.

Ellipse Riding Hats meet the CE & UKCA* BSI Kitemark certified PAS 015:2011 and VG1 safety standards.

They come presented in an all-new Karben box that can be used to display the range in-store. *The UKCA mark is the UK equivalent of the CE mark, used since the UK left the EU.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

Horsey humour for 2024

A 2024 calendar, planner calendar, desk calendar and diary from equestrian illustrator Emily Cole make great last-minute Christmas gift ideas.

Dished up with a helping of horsey humour, the collection features 12 new drawings.

The Desk Calendar has an RRP of £11, the calendar £13 and the planner calendar £18. The 2024 diary is £18.

MADE WITH MERINO

SMART Saddles’ new Sheepskin Half Pad is made with Australian Merino sheepskin for comfort and pressure dissipation.

With no rolled or bulky edges, the pad is designed to sit evenly under the saddle so that it doesn’t compromise fit.

A high-cut wither means it sits up into the saddle’s gullet to clear the spine and withers and improve air flow.

Short D-tabs are easy to attach to the saddle D-rings. The pad has Velcro panels in which shims can be fitted. The RRP is £120.

Help on the hoof

When a horseshoe emergency happens, The Shoe Kit provides a stress-free solution.

Loose or twisted shoes are often best removed to prevent further injury to the horse or damage to the hoof. But there’s not always a farrier close at hand.

Step forward The Shoe Kit, designed by farrier Tom Smith and containing everything needed to safely remove a shoe.

As well as being a handy standby in the tack room, the compact kit is ideal for packing in the horsebox for trips out. It would be useful to vets too. The RRP is £126.

Paint-your-own Thelwell t-shirts

Pony-mad crafting fans will love these t-shirt painting craft kits.

Fab Dab Do has collaborated with the Thelwell brand to create a collection of creative delights.

Each special-edition box holds four pages of Thelwell pony stencils and everything needed to launch them onto a t-shirt.

Every kit comes with easy-to-follow instructions and a Thelwell Design Tips Notebook, enabling children and adults to capture a taste of the cartoonist’s wit and skill.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 11

ETN | PRODUCT NEWS

Rugs made customer-friendly

The striking binding on Gallop Equestrian’s latest horse-wear collection gives an instant guide to each rug’s weight without having to find and check the tag.

This clever colour-coding covers Gallop’s 200g Stable and Outdoor Matching Set for both ponies and horses.

And among the new and improved

Ponie and Trojan ranges there’s a smart black with a yellow binding colour-scheme on indoor and outdoor styles.

“We are continuing to match our Ponie range up to our Trojan range, which runs from the mini sizes of 3’6” up to our generous 7’ rugs,” says Gallop’s Amy Drew.

“Both have the same fittings enabling them to fit most shapes and sizes.

We are planning on expanding Ponie in 2024, keeping the little ones as

SUPREMELY COMFORTABLE

Supreme Products has a new loungewear collection.

A relaxed fit hoodie, in butter-soft fabric for maximum comfort, has a high collar drawstring hood and a large kangaroo style pocket.

The hoodie teams up with new Supreme Products Joggers.

In the same fabric, they’re designed to be flattering with a thick waistband and drawstring fastening to provide a good fit.

Each pair has side pockets.

The hoodie and joggers both come in children’s and adults’ sizes.

Supreme Products also has an Active Show Rider Sports Bra. With a ribbed stretch bottom band and removable padded cups, it aims to make riders look and feel amazing. Finished with Supreme Products branding, it teams up well with the hoodie and joggers for a stylish, low maintenance look.

Supreme Products is available from Battles.

12 | EQUESTRIAN TRADE NEWS DECEMBER 2023

protected as the larger ponies and horses throughout the seasons.”

Gallop’s combo range is particularly popular during the colder winter months.

The fixed neck stays securely in place with Velcro straps and stands up well to mud.

Indoor and outdoor styles have the brand’s generous signature shoulder pleat, allowing for full movement when getting up from rolling or roaming outside in the field.

SOAK IT UP!

Mackey Equestrian has added two new sponges to its Equi-Sential grooming range.

The Equi-Sential Expanding Washing Sponge comes in three colours – blue, yellow and pink. Its supplied vacuum packed in attractive packaging for ease of display.

The Equi-Sential Power Scrub is designed for removing dirt, sweat and debris. A must for every grooming box, it can be used wet or dry to clean away stains or give the horse a massage.

In black, red or green, Power Scrub sponges also come vacuum packed.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

Feeds get more minerals

Dengie has boosted mineral levels in its four nutritionally fortified feeds.

The move affects Healthy Tummy, Healthy Hooves, Healthy Hooves Molasses Free and Cool, Condition & Shine.

Levels of vitamins and minerals consumed by dieting horses on restricted rations will be lower than those out on lush green pastures, making deficiencies more probable, says Dengie.

The brand has increased levels of the trace minerals selenium, copper and zinc, and introduced chelated forms for increased bioavailability.

When fed at the recommended rate of 500g per 100kg bodyweight, these feeds provide all the vitamins and minerals needed for a balanced diet, including the recommended amount of biotin for hoof growth and health.

Healthy Hooves Molasses Free also contains MSM for additional hoof and joint support. Healthy Tummy contains ADM Protexin in-feed formula supplying digestive aids to promote optimum gut health.

NOW CUSTOMERS CAN CREATE THEIR BEST ‘LOOK’

LeMieux has launched a digital outfit builder to inspire your customers to create their best personalised ‘look’.

Retailers can equally use the tool to make suggestions and coordinate colours for shoppers.

The digital outfit builder allows customers to ‘try on’ an entire outfit for horse and rider, using 3D renders of LeMieux’s AW23 products.

“LeMieux’s customers have over the years often sought advice on what looks best on themselves and their horses,” says a spokesperson for the brand.

“They can now choose from ten different equine colours, customise the rider’s outfit, or view how they both look together. This interactive tool is designed to improve the shopping experience and assist customers in making well-informed choices.”

LeMieux’s model Amy is used as the first character to feature in the digital outfit builder.

Since this is a pilot programme, Amy has been designed to reflect the average gender, age, size and height of the typical LeMieux customer, says the brand. However, the aim is to represent all customers in the outfit builder and make it a truly inclusive tool.

LeMieux is also planning to expand its product range in the outfit builder, by adding all its colour collections, plus its Young Rider, Mini, Toys and Men’s collections.

UPDATED SYSTEM HELPS RETAILERS REMAIN COMPETITIVE

Neil McQuillan, founder and chief software architect at Citrus-Lime: “We’re always looking at ways to help customers.”

WWW.EQUESTRIANTRADENEWS.COM

Retail systems provider Citrus-Lime has launched an update of its end-to-end solution, Cloud POS. As with the original version, Cloud POS 2.0 can be operated from anywhere with an internet connection.

The new interface is cleaner, helping retailers navigate their way round the system more intuitively.

Updates include key business information displayed on a handy summary screen. Total sales by week and month and by department help retailers keep track of performance.

There’s also an option only to show stock that's available locally. This is ideal for multistore retailers sourcing products by location, says Citrus-Lime.

On tablet, Cloud POS 2.0 is even more refined, making it particularly useful for equestrian retailers. Working off a handheld device, retailers can take Cloud POS with them to shows or to customers’ premises for saddle fittings.

Neil McQuillan (pictured), founder and chief software architect at Citrus-Lime, said: "We're always looking at ways to help customers. Our investment in Cloud POS ensures they have the most up-to-date technology at their fingertips.

"As part of this ongoing work, we make a point of understanding how we can better service customers. We do this through regular communication with them, research and through our feedback forum, Canny.

"In fact, some of the features introduced in Cloud POS 2.0 are a direct result of suggestions made by customers. The ongoing updates, and improved user experience of Cloud POS come at no extra cost to customers.

"The retail environment is changing rapidly and, as a business, our customers’ success is our success. It's this philosophy that drives our commitment to improving Cloud POS, so retailers can remain competitive."

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 13

ETN | BENCH SADDLER

Celebrating the best bench saddlers...

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standard of leathercraft skills.

Katy Warriner shook off shoulder surgery to claim her SMS National Competition prize for her leather belt.

ETN/SMS BENCH SADDLER OF THE MONTH: KATY WARRINER It was a scene from the first Lord of the Rings movie that set the then 12-year-old Katy Warriner’s heart on a career working with leather.

“I remember watching Liv Tyler and Frodo galloping through the trees,” she says. “There were close-ups of the saddles and bridles and I remember saying to my mum, ‘I want to make saddles and bridles for the film industry.’”

Katy never gave up on that dream, but it took her until her 30th birthday to make it a reality…

By 16, Katy was a working pupil on an eventing yard. Then when she turned 18, she was accepted onto a saddlery course at Capel Manor College.

However, she deferred her place for a year, went travelling around the world - and never took up the place on the course. It’s something Katy says she regrets, although travelling meant her career took a different path - building festivals and then into the creative production of festivals.

SHOE-MAKING VS SADDLERY

The desire to work with leather remained. So, for her 30th birthday, Katy treated herself to a two-day leather-working course in Dartington, Devon.

The skills she learnt there were enough for her to continue to teach herself.

“I knew that this is what I was meant to be doing,” says Katy. “I managed to get a role making leather props for a reality TV show and started my business, Devon based Warriner Leather, four years later.”

Katy’s aim is to be a master of her craft, which meant taking a professional qualification was key. She flipped a coin; it was shoemaking or saddlery. Saddlery won.

Katy enrolled on a saddlery course at The Saddlery Training Centre with Mark Romain and has been training with him for the best part of three years now.

She has completed Levels 2 and 3 City & Guilds in bridle and saddle-making, and is now embarking on City & Guilds Level 3 harness-making. By next year, Katy hopes to be fully qualified in saddle, bridle and harness-making

LOST ART OF TANNING

Katy cares deeply about the sustainability and traceability of leather.

“The tanning of leather used to be so important in the UK but this is sadly no longer the case,” she said. “We’ve lost this industry 14 | EQUESTRIAN TRADE NEWS DECEMBER 2023

WWW.EQUESTRIANTRADENEWS.COM

BENCH SADDLER | ETN and now just ship leather away to other countries [to be tanned] because it’s cheaper.

“Since the end of the Second World War, we’ve lost over 400 tanneries in this country, it’s a dying art and that’s sad. We have the ability to tan in this country and we should be bringing it home.”

BELTS AND BRIDLES

Katy loves making belts, and her skills were rewarded earlier this year when she was a runner-up at the SMS National Competition.

“It was my first time entering,” she says. “I really didn’t expect to come anywhere, so I was blown away when the waist belt I made for the Special Open Class took second place.”

Katy’s National Competition prize was awarded just four days after she had surgery on her shoulder – and was still on a high dose of pain killers. However, she says that seeing her work next to other people’s, chatting to like-minded folk and rubbing shoulders with masters of the craft was an amazing experience.

As well as continuing to make belts and bags, Katy plans to launch a bespoke bridle-making service in 2024.

“Horse owners are now more aware of the importance of a correctly fitting bridle and are looking for handmade, made-tomeasure bridles rather than buying off the peg,” she says.

Katy wants to learn more about Iberian style bridles and Western saddlery, and remain involved in making things for the film and TV industry too.

See nearly 400 quality products

at STUBBSENGLAND.com

Merchandising: RETRO Dry Shelf S8977 Rug Rail S8877 Numnah Rack S9377 Saddle Rack S1777 Bridle Rack S2077

Rug Master Mobile S9111

Katy’s Warriner Leather creates hand-made bags, belts and dog collars.

Numnah Rack Infill S916

LOOKING AFTER BODIES

A keen gardener in her spare time, Katy is also a yoga teacher. In fact, she enjoys helping people to look after their bodies and is a fan of exercises that can be incorporated into the working day.

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 a member of the SMS 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.

WWW.EQUESTRIANTRADENEWS.COM

Life Size Display Horse BLACK S112BK WHITE S112WH BROWN S112BR

Made in England Since 1836 EQUESTRIAN TRADE NEWS DECEMBER 2023 | 15 SCAN HER E

ETN | PEOPLE

Jamie Hawksfield, who’s run the World of the Horse pavilion at Burghley and Badminton for more than three decades, has handed over the reins to his daughter Pippa Hawksfield (pictured with Jamie).

Over the years, the ‘show in show’ has given new businesses a presence at big events, and enabled established suppliers to meet consumers.

“It’s been so much fun,” said Jamie. “I’ve made many friends in the equestrian industry along the way and it has given me great pleasure to see some of them start out with us and go on to greater things.”

World of the Horse is run by EV Events. Plans for 2024 include a live zone.

LeMieux has made four senior appointments. Todd Starcevich, formerly of VF Corporation, is the new head of North America. Andrea Burke-Davies, previously with FitFlop, is now head of sales to drive business growth through wholesale.

Heading up LeMieux’s marketing and merchandising is Russell Nethercott, formerly of Hugo Boss. While Matt Burnett has joined as head of marketing and creative from FatFace.

Karen Schlotter has taken up the role of Society of Master Saddlers (SMS) president. She succeeded outgoing president Chris Taylor at the society’s AGM in September.

Karen has been in the saddlery trade for more than 40 years. She’s taught at Cordwainers College and Capel Manor. Nowadays, most of her time is spent saddle and bridle fitting.

Karen helped develop the SMS bridle fitting courses with Frances Roche and Catherine Baker, and is one of the lecturers on the course.

She is also a City and Guilds assessor and visitor to saddlery apprentices.

A lifelong rider and competitor, Karen has two horses.

16 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Photo: Jasmine Punter

People

Emma Dyer, director of recruitment agency Equine Careers, qualified her mare Copper Star for the Horse Events Unaffiliated Eventing Championships for the third year running this season – and went on to finish in second place at the finals.

“I was over the moon with a 28.5 dressage and double clear over a very beefy cross-country track,” said Emma after the event at Dauntsey in Wiltshire.

Oscar Williams is the new dressage editor at Horse&Hound.

Having ridden from the age of 12, he was a keen member of the Lancaster & District branch of the Pony Club.

Oscar went on to complete an equine management course at Myerscough College, then worked for international dressage rider Emile Faurie for four years.

He graduated from York St John University with a master’s degree in literature in 2021 - and joined Horse & Hound in October.

Oscar still competes and now lives in Scotland with his wife Kirsty and their two boisterous spaniels Miffy and Dougal.

WWW.EQUESTRIANTRADENEWS.COM

PEOPLE | ETN Pippa Funnell has become a non-executive director of British Eventing (BE).

The Olympic medallist and threetimes Badminton winner still competes internationally. She also breeds and produces young horses via The Billy Stud which she co-owns with her husband, showjumper William Funnell, and Donal Barnwell.

Derek Pullem has been elected as sport operations director of British Dressage (BD). He says he aims to “improve everyone’s experience of competitive dressage at all levels.”

The current finance director and business development director, respectively Caroline Godfrey and Suzanne Homewood, were re-elected to the BD board.

Zebra Products’ director Lindsay Middleton won the Middle Tour Inter 2 Freestyle to Music Championships, held at at Arena UK in Lincolnshire, riding Your Bard. Lindsay is also the UK’s Sprenger bitting advisor.

Your Bard, known at home as Bouncer, has an unusual back story for a dressage horse. Being by an Irish Draught stallion out of a Thoroughbred mare, he has no warmblood breeding.

Furthermore, the stunning grey hunted in Ireland as a youngster before Lindsay bought him from former Olympic event rider Karen Dixon as a sixyear-old. Bouncer went eventing, but decided he preferred pure dressage. He’s now working at grand prix and Lindsay hopes to debut him at that level early next year.

If you have done well at a competition or achieved a personal equestrian milestone, ETN would love to hear more. Email editor@equestriantradenews.com with a few details, your name and business name. Do send a photo too, but please ensure you have permission from the photographer.

ETN | SUPPORT FOR RETAILERS

We’re fighting your corner!

ETN checks in with leading suppliers to find out how they’re supporting their retail customers.

A SPECIAL OFFER FOR DECEMBER…

ABOVE AND BEYOND

Leading wholesaler Battles offers its retail stockists a vast array of support.

As well as loyalty schemes and monthly offers, retailers can take advantage of extensive marketing support.

Image banks that include studio and lifestyle images, videos and graphics for use on websites and social media are freely available, for example.

Banners and POS are available to retailers on the loyalty schemes. And

HELPING YOU SELL HELMETS…

Charles Owen has a dedicated visual merchandising and training manager who can help hone staff skills and ensure that stores are visually appealing and wellequipped with PoS. Standard PoS available includes headerboards, helmet hangers, flags, and product cards. Stores offering Charles Owen helmets with MIPS (Multi-directional Impact Protection System) can also benefit from a MIPS demonstrator.

There’s also a range of POS materials, such as a helmet stand, for various packages within the brand’s CX range.

Recently, Charles Owen introduced optional bespoke PoS, enabling stores to create eye-catching and unique displays that showcase their products and promote the brand.

In addition, Charles Owen has a range of training packages designed to educate and support its customers. These cover the likes of product knowledge, improving safety and understanding safety wear.

Another option is in-store visits - an excellent opportunity for retailers to receive personalised training and gain a deeper understanding of the benefits and features of Charles Owen products.

Remote online training sessions and an online training platform at www.charlesowentraining.com are also available, along with the brand’s Retail

Battles has a showroom at its Lincoln HQ where the latest and upcoming collections can be viewed.

Asset Drive where all training material can be found.

A recent training innovation is Charles Owen’s ‘Train the Trainer’ events. These are for equestrian retail managers and business owners who want to enhance their knowledge of safety wear. Attendees cover topics such as the importance of proper fitting, maintenance and the latest safety standards.

‘Train the Trainer’ events also equip participants with the tools to pass on this knowledge to colleagues and to train instore teams.

When it comes to marketing, Charles Owen has a dedicated team for both the UK and the rest of the world markets, ensuring that every retailer has their own contact person.

In addition to having a dedicated team, the brand offers a wide range of marketing materials for its retailers. This includes bespoke web banners that retailers can use on their own websites.

Furthermore, Charles Owen gives away promotional items, such as branded merchandise or product samples, to retailers. These giveaways create excitement and generate interest among customers, while serving as a token of appreciation for the retailers’ partnership with Charles Owen.

Pre-made social media posts, with eyecatching visuals and engaging captions, are available for retailers to share on their own platforms.

18 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Supplements company BETTALIFE continues to supply trade accounts with a compact and concise range, offering high margins without taking up shelf space.

BETTALIFE also provides POS including shelf runners, posters, brochures and in-store competition materials - as well as vouchers and loyalty schemes to pass onto customers.

Product training for staff is free of charge to all new retailers. This concentrates on ingredients, feeding rates, case studies and key customer selling points, as well as ongoing training and support as the product ranges develop.

All orders placed in December will be able to take advantage of a special offer and benefit from the extra competitive 8+ pricing structure on mixed bundles.

Simply purchase a combination of eight or more of any BETTALIFE products and retailers can benefit from a discounted unit rate.

The offer includes all four equine products in all sizes, as well as canine and human products. So it’s a great opportunity to stock up on a range of products at a great rate, says BETTALIFE.

WWW.EQUESTRIANTRADENEWS.COM

SUPPORT FOR RETAILERS | ETN BECAUSE PRESENTATION IS EVERYTHING…

When Austrian retailer Kriemhild Morgenroth Saddlery created a new saddle room, they needed appropriate fittings to compliment the nostalgic wood-panelled décor.

After much consideration, they chose RETRO Saddle Racks from Stubbs England.

And then the in-store team got more than they bargained for…

No sooner were the saddles displayed on the dark waxed wood RETRO racks, than the racks started selling as well as the saddles!

Whether a retailer is evoking a time gone by, or looking for a more modern aesthetic, the choice of fittings – and thus the presentation of products – can make all the difference.

It’s about creating an impact, enticing customers to imagine how a product might work for them or inviting customer-friendly touch and feel, which always helps promote a sale.

Impactful in-store display is a timetested technique that’s most effective when it’s regularly updated, kept fresh and clean and tidy. Having the right fittings to hand makes in-store display solutions so much more effective…

Tools for the trade Stubbs’ RETRO range, with its black Stubbyfine coated metalwork and waxed dark wood, is a classy way to display saddles, bridles and accessories in any tackroom or store.

As any saddler will attest, saddles are best stored on poles to avoid dents and damage to the panels.

When it comes to presenting saddlery, rugs, boots and fly masks in action, a Stubbs Life Size Display Horse is always a hot favourite.

The well-groomed Thoroughbred mannequins are so realistic, they simply can’t be ignored by customers. They even have an opening jaw to take a bit.

Of fibreglass construction in black, brown or white colours, they’re finished in

domestic water-based emulsion paint for easy touching up or repainting.

Equally at home in-store or gracing a customer’s tackroom are the Stubbs’ Arm Rug Rack and Numnah Display Rack. Both are brilliant for keeping rugs and numnahs aired at home, or to encourage browsing in-store.

In both situations, they can save valuable floor and shelf space while allowing the user to see and select what they need.

The rug rack has five swivelling arms mounted on two strong Stubbyfine coated wall brackets. Configured to allow adjoining units, thus creating continuous storage or display, small knobs on the upper side of each arm keep rugs in place.

The Numnah Rack simply slides onto an arm. Stylish yet compact, it’s rust-resistant, strong, steel construction is coated in black Stubbyfine for smartness and durability.

Challenging Conditions demand premium leather care Restore, Condition & Maintain your treasured leather items with Absorbine® Leather Therapy® Absorbine® offers an array of leather care products designed to help your leather last longer by reviving and protecting it from the inside out.

•

Leather Therapy®, an innovative system that deep cleans, conditions and even lets you clean leather in the washing machine.

•

Leather Therapy Restorer & Conditioner protects leather from damp especially during storage.

•

Horseman’s One Step® is a quick all-in-one cleaner and conditioner.

Available from your regular Absorbine® supplier

The Horse World’s Most Trusted Name® ©2023 W.F. Young, Inc.

absorbine.co.uk

ETN | RETAILER PROFILE

Award-winning retailer dances to her own tune Britani Wilson of online store Bolerolux – named Zebra Products Best New Retailer of the Year at the 2023 BETAs – tells Deborah Hayward how she is building her business and brand.

“We began trading properly in mid-July 2022, but before then I did lots of research and found suppliers. It was hard work, but worth it, as I now have the garments I was looking for. We started with riding clothing and added affordable countrywear when I spotted a gap in the market.”

BUILDING A BRAND

Such is her love for her horse, Red Bolero, that Britani Wilson named her business, Bolerolux, after him.

W

inning the Zebra Products Best New Retailer award was one of the most exciting moments of the past year for online business owner Britani Wilson, of Bolerolux Equestrian & Countrywear.

“I was absolutely buzzing when they announced that we had won,” she says.

Britani (33) was presented with the trophy at BETA’s annual gala dinner – a fitting tribute to the sheer hard graft and relentless determination she has shown in creating and growing Bolerolux.

After battling non-Hodgkin lymphoma in her 20s, Britani is a firm believer that you get out of life what you are willing to put in.

When she decided to set up her business, she went into it, all guns blazing, with a determination not only to survive, but to thrive.

Britani launched her own Bolerolux brand, with country and equine clothing and accessories. It includes hoodies, quarter-zips, T-shirts, base layers, jackets, headbands, hats and gloves, with availability in both unisex adult and children’s sizes.

“I asked people if they would prefer garments that were entirely UK-sourced, but with a higher price tag, or something that still offered great quality but was more affordable,” says Britani.

“As money is tight for lots of people right now, they really appreciated costeffectiveness, so I sourced garments from overseas. I now have my own suppliers and it works really well. I pick the materials and colours, and they work to my designs.

GETTING OUT THERE!

While the Bolerolux website is a shop window to the world, attending country shows presents a fantastic opportunity for Britani to meet potential customers. “We did about three or four of them last year,” she says. “Things sold well and we have received some fantastic feedback.

“Next year, I am going to push on and get to some bigger events such as the Great Yorkshire and Royal Highland Shows – it will take a lot of organising, but I need that big bang.”

KEEPING IT REAL!

Britani wasn’t keen on her website being full of glossy model shots. “I didn’t want everyone looking immaculate, because that’s not our image,” she explains. “I have an affordable equestrian and countrywear brand that is versatile and can be used for any outdoors activity. Let’s be honest, we’re not pristine when we are doing any of that.”

Although there are some professional photos on the site, the majority are taken

by Britani, and feature friends and family – including her five-year-old son, Albie.

GETTING STARTED

Britani named her fledgling online business after her much-loved horse, Red Bolero, and was on a mission to offer realistically sized garments.

“I wanted people to be able to buy their regular size without having to size-up,” she explains. “I offer 18 and 20s that are in my XL or XXL range – they don’t have to go up to a 5XL. They are a generous fit and customers love them!

20 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Taking a stand at country and equestrian shows has proved a great way to introduce new customers to the business and its clothing.

WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN KEEPING IT IN THE FAMILY

Britani’s granny, Jean Plaskitt, makes some of the store’s best-loved products. “She knits us headbands to order in a range of colours and patterns, and then I tag them up,” says Britani.

“They are really smart and, as long as we cover the cost of the wool, Granny is happy.

She is a member of North Thoresby Knit and Chat group, so every now and then I take them a big bin bag full of wool as a thank-you.”

THE ROAD TO SUCCESS

Britani’s path to setting up Bolerolux has been steep and winding, even rocky in places. At the time of her diagnosis for nonHodgkin lymphoma, she was working for a builder’s merchants close to her home in Goxhill, Lincolnshire.

“I had gone for an X-ray during my lunch hour and said that I wouldn’t be long,” she recalls. “Unfortunately, abnormalities were found with my chest and I was admitted into hospital.

“Once they knew what was wrong, I started my treatment – chemotherapy followed by radiotherapy. Because of my compromised immunity, I wasn’t allowed to do anything with my horse and I was signed off work.

“As it came to the end my treatment, I found that I was pregnant with my son.

I was really shocked, as only two weeks earlier I had a PET scan during my last bout of radiotherapy.

“My consultant had warned me not to get pregnant during treatment. Fortunately, everything turned out OK and we now say that Albie is our little radioactive boy!”

On finishing her treatment and discovering her pregnancy, Britani resigned from her job and decided to set up her own business, Wilson’s Walkies & Equestrian Services.

“I got my van kitted out and went for it, offering dog walking, horse clipping and

Britani (centre) runs Bolerolux single-handed but is supported by her partner, Bevan, and best friend, Fiern Humphrey.

A TIME FOR CHANGE

During the pandemic, Britani was classed as vulnerable and advised to shield. The dog walking had to stop but, with great care and social distancing, she continued to run her own livery yard, while her partner, Beven, a Class 1 HGV driver, kept on the road as a key worker.

Once the danger had passed, Britani planned to restart her business, but Covid had changed the working landscape. There wasn’t the same demand for dog walkers, as more people were working from home and could exercise their own dogs.

“A lot of businesses round here even started to introduce Take Your Dog to Work days!” says Britani.

“Once I took the decision not to restart Wilson’s Walkies, I worked for a few months at a large equestrian company near here before starting Bolerolux and I haven’t looked back.”

ETN asks Britani…

Q: What sells well at Christmas for you?

Granny’s knitted headbands. Lots of mums and daughters order them in matching shades.

Q: How do you maximise product reach?

I put some products in local bricks-and-mortar stores and go and refresh the displays about once a month.

Q: Are you branching out with your branded clothing?

Yes, I have recently done my first trade order with a retailer in Sheffield. He sells lots of shooting clothing and equipment.

Q: What promotional opportunities have you taken?

We have just done an order for a horse subscription box. They have featured our gloves and I think it is chunky knitted hats next.

WWW.EQUESTRIANTRADENEWS.COM

DAY-TO-DAY BUSINESS

a pet sitting service,” she says. “I topped this up with a bit of yard work, as clipping around here is seasonal.”

Everything was going well until, a year later, Covid struck.

Britani now works full-time on Bolerolux, except for the 12 hours a week she cleans for a local firm. “Orders are packed in the evenings and I post them in the morning when taking Albie to school,” she explains.

“I spend my days going to suppliers and shops, do my invoices, order stock and take care of marketing. I’m really pleased that I seem to have found a happy medium.”

PLANNING FOR THE FUTURE

Although a bricks-and-mortar store is a vision for the future, Britani is delighted with the functionality of her business. “It works the way it is,” she says. “We don’t have any overheads and we have put an insulated summer house in the garden which we are going to fit out with shelving and rails. We will use it as a showroom/ stockroom and I’ve already started planning an open day.

“Long-term, people can collect from there and look at the products. If I ever get a bricks and mortar store, I will still have this operating the same so that we can have a home element as well.”

Q: What is your greatest challenge?

Social media! Other companies might have a marketing team that take care of this, but there is only me. I seem to struggle with algorithms. I also used to worry about what others were doing.

Now, I let them get on with it and focus on my business.

Q: What do you enjoy most?

I like to ride out and potter around with my horse, Red. I have three cockapoos – Brian, Betsy and Beryl – who take up a lot of time and I have also joined the gym.

Q: What’s really special to you?

My grandad died last year, so we launched the Rothwell jacket, named after the place he grew up in. There is a Marie Curie logo on the sleeve, in honour of the charity’s nurses who cared for him, and a lymphoma logo for my cancer. A percentage from each sale goes to the charities. It feels really special to do something in his memory.

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 21

Photo: Redpost Equestrian

ETN | ADVERTISEMENT FEATURE

Wholesalers and distributors directory ABBEY ENGLAND Range: As a market leading wholesale supplier of premium materials and tools, our comprehensive product range covers English leathers, saddlery and leathercraft tools, hardware, webbing and outdoor textiles.

Retailer Incentives: Customers can benefit from trade discount when

spending £1,000 or more per year, with Abbey England.

Retailer Communication: Abbey England communicate via email, social media, telephone and letter post.

Retailer Support: Abbey England’s dedicated team are always on hand to advise and help customers.

Abbey England also offers a £500 scholarship to help up and coming saddlers secure tools and materials for their workshop.

To further help their customers, Abbey England’s Information Exchange is a dedicated platform,

22 | EQUESTRIAN TRADE NEWS DECEMBER 2023

providing useful business related articles. So far, the articles have covered a range of topics including: How to Position your Brand, How to Build your Craft Business Online and How to Write a Press Release.

Catalogue: No Web trade store: www.abbeyengland.com Minimum order value: £25.00 ex VAT Terms: Abbey England offers approved accounts monthly credit terms and customers can also pay by credit card.

Carriage: We will be working closely with our carriers to ensure Abbey England gets the best carriage rate for all its customers.

Carriage in the UK starts from £4.75.

Delivery: Outside of the UK, Abbey England can deliver to Africa, Asia, Australasia, Europe, North and South America and The Middle East (restrictions may apply).

Contact telephone number: +44(0) 1565 650 343 Email address and website: sales@abbeyengland.com www.abbeyengland.com

WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

BATTLES Range: Battles are the UK’s most established and leading provider of all the major animal health, equestrian and pet care brands to distributors and retailers throughout the country.

Own brands: Including Battles,

COUNTRY DIRECT Ranges: Country Direct offers a range of high quality equestrian and country products. Working directly with manufacturers, our passion is to deliver premium products at a competitive price.

Offering a wide selection of stylish riding whips, catering for a variety of disciplines from everyday riding, dressage, showing to eventing, Country Direct has a whip to cater to your customer’s needs. Recently

GALLOP EQUESTRIAN Ranges: Established in 2003 we now have four brands of rugs, different styles and specifications to suit all needs, starting with the Trojan Simply 600d range, the Trojan X 1200d range, Toofan 2100d range and the Ponie 600d classics and prints ranges. Gallop have their own branding for clothing, footwear, horse accessories, bridles and training aids.

Retailer incentives: High stock levels according to the season, quick, efficient service, loyalty rewards system providing percentage discounts and multi-

Hy Equestrian, Little Rider, Coldstream Equestrian, Lincoln Horse Care, Supreme Products, Benji & Flo and Agrimark.

Wholesale brands: Life Data Labs, Global Herbs, Champion, USG, TopSpec, Likit, Horslyx, Barrier, Cavallo, Premier Performance and Nikwax, plus many more wellknown brands.

Retailer initiatives: Monthly offers including wholesale brands,

Lincoln and Hy Equestrian loyalty schemes.

Retailer community: Monthly newsletters, seasonal/annual catalogues and promotional e-shots.

Retailer support: Team of Business Development Managers, in-house sales team, POS, marketing materials, image banks and dedicated showroom.

Catalogue: Yes

Web trade store: www.battles.co.uk Minimum first order: No minimum order required.

Carriage: Orders over £150 carriage paid (UK mainland).

Delivery: Order before 5pm for next day delivery.

Contact telephone number: 01522 529206 Email address and website: orders@battles.co.uk www.battles.co.uk

Country Direct has expanded their product offering to include leatherwork, with the Thumb Grip Reins being the latest generation of rein, designed perfectly to fit a rider’s hand. In addition, working in partnership with Pampeano, Country Direct delivers an exquisite collection of belts, dog collars and dog leads.

Retailer Incentives: Branded whip stand available with whip orders of 150 units or more, while stocks last. Easy ordering via the Country Direct website.

Good stock levels across the product range offering quick delivery. New products are added regularly to the collections.

Retailer Communication: Country Direct will keep in touch with you by phone and email regarding the latest news, new products and order support. The website offers the full product offering with live stock levels and pricing.

Retailer Support: A friendly and knowledgeable team are on hand to help with account, product and order queries. UK agents offer additional support and are available to visit your store, advising on brand news, suggested orders, key lines and new products.

Catalogue: Products can be viewed and ordered via the website. A yearly catalogue is also available on request featuring

products and pricing.

Minimum Order: Opening order £500, no minimum order value on reorders.

Carriage Fees: Free delivery on orders over £300. Orders under £300 subject to a £6.95 carriage charge, additional charges may apply for large parcels. Please contact Country Direct to find out more.

Delivery: In stock items delivered within 48 hours. Next Day Delivery available on many products.

Pre-order items delivery 5-6 weeks Contact Details: info@country-direct.com www.country-direct.com 01536 856345

buy on all products, monthly offers, forward ordering for spring and winter stock. We sell only to those who have bricks and mortar and/or a well-established E-commerce website.

Retailer communication: Fully integrated trade members’ website with personal log in according to tier level, use of live CSV or CSV FTP stock feed allowing precise ordering, download claims form for quick response and return, up-to-date information 24/7 on all product pricing and RRPs, coming soon section for new products. Regular email and telephone communication from knowledgeable area sales managers covering all promotions, offers, account information, existing and new

products, tier price structuring and relative discounts, delivery service, monthly newsletters and stock updates. We also have our own Facebook trade page for our members only to see latest updates, product POS, top-up stock and other relevant information, coinciding with emails. Also provides members with another form of access to communication with the sales and marketing manager.

Retailer support: Experienced sales team. The website allows members to use images from the product gallery for POS material as well as POS emails, banners can be provided on request. Startup packages inc CSV FTP log in, barcodes, price lists to allow a quick, efficient set-up for your

business. Loyalty rewards system and multi-buys available.

Catalogue: Website B2B is the main source of up-to-date information.

Minimum order: On request.

Terms & Conditions apply, available on website or seen on the trade request form.

Carriage fees: Minimum £100 net to £300 net is £14.99. Over £300 net is free. Ireland via DPD is £21 for orders under £500 net. Over £500 net is free.

Delivery service: Relative to season and place of consignment.

Express available (NDD) on request.

General enquires and website contact@gallopequestrian.com 01902 454771 www.gallopequestrian.com

Follow BETA on Instagram and Facebook CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 23

ETN | ADVERTISEMENT FEATURE

GFS Range: GFS Monarch, GFS Transition, GFS Performance Saddles including all disciplines, GP, Cob & Pony as well as bridles, girths and leathers, saddles

H X

www.hucklesbys.com

HUCKLESBY ASSOCIATES Range: Founded in 1989, Hux Equestrian Products remains one of the few traditional wholesalers, offering an extensive range of the brands you know and love. New collaborations with leading UK and EU brands means that we can continue to do what wholesalers do best. Over the past year, we have broadened our range of equestrian products; our own brand of luxury footwear, Toggi

B JENKINSON & SONS LTD Range: Many leading equestrian brands such as Charles Owen, Harold Moore, SoloComb, Brogini, Whitakers, Red Gorilla, Gold Label, Likits, Stud Muffins, Pettifers, Lister Clippers and Wahl, NAF, Robinsons Healthcare, ShowQuest, Stubbs along with a comprehensive range of gift items and ……….

Elico Equestrian Range: This is our own comprehensive Elico brand of products, which is being continually developed after

starting from £1150 RRP. Retailer incentives: A timeserved established brand.

Affordable RRPs and healthy margin possibilities, new customer benefits programme, online stock availability, online financials and order tracking.

Retailer communication: www.gfs-saddlesuk.com trade@fieldhouse.co.uk

01922 638094 Retailer support: Friendly, knowledgeable staff. Social media and web support to increase brand and product awareness.

Catalogue: Products can be seen on our website www.gfs-saddlesuk.com Web trade store: Trade portal login available on enquiry.

Minimum first order: £3500

Terms: To be negotiated.

Carriage: Free on orders over £300.

Delivery: Healthy stock levels maintained, lead time is between 3-6 weeks.

Contact telephone number: 01922 638094 Email address and website: trade@fieldhouse.co.uk www.gfs-saddlesuk.com

clothing, Dever tack, Champion safety equipment and Equetech competition accessories to name a few. Hux has expanded into the pet market and now offers a vast array of pet products, from beds and toys, to harnesses and collars, including the worldrenowned Flexi-Lead brand.

Retailer Incentives: A family business with family values.

We understand the importance of service, so having a dedicated team of experienced and knowledgeable

staff ensures we can deliver unmatched support to our clients.

Our website is constantly evolving, and easy-to-use features are implemented regularly. We work with reliable couriers to ensure we can meet our service standards and offer an easy process for returns when needed. As well as trade offers and promotions running throughout the year.

Retailer Communication: Monthly newsletters, annual catalogues and promotional e-shots.

Retailer Support: A real customer service team at the end of the phone. Easy returns policy.

Next-day delivery. Same-day order processing. Expansive product range.

Catalogue: Digital catalogue available, QR link and countercopy catalogue supplied.

Minimum First Order: On request.

Terms & Conditions apply.

Available on website and trade request form.

Carriage: Low carriage-paid amount Delivery: 24 hours Contact: 01362 696309 sales@hucklesbys.com www.hucklesbys.com

discussion and feedback with our retail customers, and now also includes a comprehensive range of footwear, socks, gloves, hat covers as well as the Elico Memory foam girths, Elico horse rugs, and an extensive range of haynets including the Elico Little Piggy haynets also along with the recent launch of the Elico Hebden Jute haybag, which is fully biodegradable at the end of its life.

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

end-of-range 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 www.elico.co.uk

Want to exhibit at BETA International 2024?

23-24 SEPTEMBER

24 | EQUESTRIAN TRADE NEWS DECEMBER 2023

WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

PERRY EQUESTRIAN (A.PERRY LTD.) Range: A Perry supplies Equestrian and Agricultural wholesalers, distributors and retailers with hundreds of bright, colourful products for the stable, yard, tack room and horse, and new products include metal fieldgates and many other agricultural hardware products. We have

PREMIER EQUINE INTERNATIONAL LTD Range: Equestrian clothing, footwear, helmets, horse rugs, horse boots, therapy products, saddle pads, saddlery, grooming & yard Retailer Incentives: Easy online ordering on our trade exclusive website. Low minimum order spend. No need to order out

SHIRES EQUESTRIAN Range: A comprehensive collection of market leading equestrian ranges including the successful Aubrion clothing, Moretta footwear, Karben safetywear, Shires horse rugs, Velociti leatherwork, ARMA horse protection and Digby & Fox dog products.

Retailer Incentives: Forward order discounts on seasonal and new

been distributing gate/fieldgate hardware, ironmongery, chain and much more since 1925.

Retailer Incentives: Offers run throughout the year with online ordering incentives including the PerryPoints scheme and having a listing on our website as a registered stockist. 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. Our sales team is also

available on the phone or email 8am-5pm Monday to Friday.

Retailer Support: Merchandising assistance enticing impulse buys and upsells, and a consumer friendly website where your customers can find you on our site as their local store.

Access to our full range available on www.perrytrade.co.uk and www.primus.co.uk opening up new opportunities to expand your sales.

Catalogue: Perry Equestrian has a full catalogue available for you to use with your customers. You can request copies via your Account

Manager or by phone/email.

Web trade store: www.perryequestrian.co.uk Minimum first order: None Terms: Pro-forma, Credit/Debit Card, BACS, Cheque, 30 days credit (subject to status) Carriage: Orders over £200 carriage paid, £10.00 for orders under £200 Delivery: 1-2 days Contact telephone number: 01384 414061 Email address and website: sales@perryequestrian.co.uk www.perryequestrian.co.uk

of season as stock is shipped promptly. Access to our full directory of marketing assets for retailer use on websites, social media and marketing campaigns.

Retailer communication: Contact forms on the website alongside responses via phone and email. Dedicated trade newsletters and daily product updates.

Showroom visits can be arranged in person or via zoom exclusively to retailers.

Retailer support: Expert customer service, product and service advice

from our dedicated in-house team; always available to you via phone or email.

Catalogue: Trade price list with regular updates. Easy online browsing and ordering via our website and access to our asset library.

Web trade store: trade.premierequine.co.uk Minimum first order: £500 – No minimum order spend thereafter.

Terms: Pro forma account with net 30-day end of month upon approval.

Carriage/Delivery: UK: £4.95 inc VAT standard 2-4 day service.

Free delivery on orders over £300 ex VAT *subject to postcode. Off mainland UK delivery: shipping is calculated by weight with a global option to arrange own shipping.

Contact telephone number: 01469 532279 Email address and website: sales@premierequine.co.uk www.trade.premierequine.co.uk

products, bulk buy incentives, turnover incentives, marketing support. Comprehensive discount structure enabling retailers to achieve strong margins. Discounts linked to retailer commitment and turnover.

Retailer Communication: Dedicated in-house and fieldbased sales/customer service team. Monthly news and offers.

Retailer Support: Trade website for ordering, dedicated account manager, in store point of sale support, dedicated customer service support team.

Retailer open day support, POS and merchandising assistance.

Consumer catalogue distributed via major national equestrian magazines twice a year, also published online. Strong marketing campaign. Proactive social media presence.

Catalogue: Annual and seasonal catalogue, distributed direct to the public via equine magazines.

Web trade store: Available to registered customers.

Minimum first order: To be discussed with Area Sales Manager.

Demonstrate a commitment to the

portfolio of brands.

Terms: 30 days from date of invoice, terms apply.

Carriage: Free on orders over the value of £150 for orders within mainland UK. Carriage is charged at cost for all other destinations.

Delivery: Aim to dispatch orders within 24 hours. Conditions apply.

Mainland UK parcels despatched via Parcelforce.

Contact telephone number: 01568 613600 Email address and website: sales@shiresequestrian.com www.shiresequestrian.com

Sign up to receive the weekly ETN Email Newsletter OCTOBER 2023

2023 SEPTEMBER47, No 7

Volume 47, No 8

Volume

THE TRADE ON

PARADE!

NAEC Stoneleigh, UK Warwickshire, Main Sponsor

Main Sponsor

In Stock Now

2024

• AMTRA accredited RAMA/SQP CPD feature and quiz • We visit retailer Zoar’s Ark • Focus on Christmas gifts, winter care and feed balancers

PLUS

22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

The leading supplier of premium materials and tools to UK equestrian industry and beyond.

STRAW PELLET

Protecting .uk

PLUS

10-11 September

the . perfect fit uvex-sports.com

People

BEDDING

• Why fibre feeding is favourite • Mark Romain in the hot seat • New helmets among the latest launches

ABSORBENT • ECONOMICAL NATURAL • ECO-FRIEND LY Find out more at

CONTINUED OVER THE PAGE

Abbey England Ltd. Abbey House, Haig Rd, Knutsford WA16 8DX T: 01565 650343 | sales@abbeyengland.com | abbeyengland.com

Available

Strawmax ETN

Banner Ad 65x210mm.indd

1

strawmax.c

o.uk

to Stockists

UK-wide. Call

01668 21346

7

18/10/2023

WWW.EQUESTRIANTRADENEWS.COM

9

ETN is the official media partner of BETA International

2023

zebraproducts.co

2023

Volume 47, No

toe

Report, pictures and award winners

official ETN is the of media partner BETA International

parasite strains • Why resistant horse industry s threaten UK new product selection of seat’ • Bumper ‘in the hot nry Welton • John-He

rs from top to

INTERNATIONAL

ational l BETA Intern Your officia preview 2023 show

PLUS

NOVEMBER

WALK TALL

Winter warme

BETA 2023

13:21

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 25

ETN | ADVERTISEMENT FEATURE

SHAWS EQUESTRIAN Range: Sole distributor/agent for popular brands in the equestrian market; Pikeur, Eskadron, Roeckl, Flex-on, Erreplus, Seaver, Tech 1 and Myler Retailer incentives: There are good margins on all products and

ZEBRA PRODUCTS LTD. Range: Amerigo, Bucas, Cavallo, Cavalleria Toscana, Cavalor, Covalliero, Ego7, Equipe, Finesse Bridles, Fleck, Mattes, Nathe, Sprenger, Tucci, Uvex, Veredus Retailer incentives: Staff discounts on all brands. Amerigo and Equipe – demo saddle discounts. Sprenger

brands. The brands sell and are profitable.

Retailer communications: First-class sales team, regular newsletters, good catalogues and presence at trade shows. B2B available for checking orders and stock.

Retailer Support: Each brand has a co-ordinated market communications plan that integrates PR, advertising, digital marketing and sponsorship to help

the consumer to be aware of the brands and increase sales. We have an experienced customer service team with 20 years of experience with the brands. There is also a network of experienced on-road professionals available to assist with orders, co-ordination and range choice.

Catalogues: There are catalogues available both online and as hard copies for retailers as well as consumers.

Web trade: We are a B2B business only. Our websites operate as catalogues to provide information.

Minimum first order: Meaningful commercial orders required.

Terms: Depends on status.

Carriage: At cost.

Delivery: ASAP. Contact telephone number: +44 (0)1335 370737 Email address and website: info@shawsequestrian.com www.shawsequestrian.com

– test centre discounts. Free Uvex gloves given to all participating staff when they receive Uvex helmet training. Prizes offered for retailers’ social media pages. Sales support at retailer open evenings and key shows.

Retailer communication: Regular E-shots. Updated website with news stories and stockist details.

We have a large following on our social media channels and we are very happy to promote our retailers via these channels.

Retailer support: We can provide

live stock feeds. We offer staff training on all of our brands. We heavily promote all our brands in the key equestrian communication channels. Many of the brands provide impactful point of sale display material.

Catalogues: Every brand has its own bespoke trade catalogue. We can provide consumer catalogues as well.

Web trade store: We have a B2B website where retailers can order 24/7. We also have a trade area were retailers can access images,

logos, barcodes etc.

Minimum first order: £3,000 + VAT excluding saddles and Cavalleria Toscana.

Terms: Initially pro forma then end of month plus 30 days.

Carriage: Paid on orders over £350 + 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

Supporting Horse Welfare Saddle and Bridle Fitting Courses

24 month warranty : Customer peace of mind and loyalty • Your unique selling point Not all black mats are the same!

Contact us today to become a

stockist!

THE UK’S NO.1 STABLE MAT SUPPLIER 01295 758734 sales@earlswoodsupplies.com www.earlswoodsupplies.com Follow us on:

or you, s–f for t

orse

•

r be

h he

Our m em

STAND OUT FROM THE CROWD WITH RUBBER MATTING!

Thatchems Farm, Williamscot, Banbury, OX17 1AR

26 | EQUESTRIAN TRADE NEWS DECEMBER 2023

The Society of Master Saddlers run Saddle and Bridle Fitting Courses which include advice and support on high levels of horse welfare. Contact the office for dates and an application form.

www.mastersaddlers.co.uk (01449) 711642

WWW.EQUESTRIANTRADENEWS.COM

ETN REPORTING | ETN

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. Let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

In December 2018, ETN reported:

In December 2013, ETN reported:

In December 2003, ETN reported:

In December 1993, ETN reported:

Three family businesses – wholesaler Abbey England, German tannery Kilger and Crawford Leather Company, a hide and skin processor - came up with £1.5 million between them to save J&E Sedgwick, one of the UK’s oldest leather manufacturers. Sedgwick’s parent company Clayton Leather Group had gone into administration in October 2018.

Science Supplements invested £1.1 million in a new production FIVE and research and development facility at its YEARS Northamptonshire base. The supplements AGO... supplier said its expansion plans included the creation of 15 jobs in the UK. Lots of people moved jobs this month…

Claire Galer, founder of Derriere Equestrian, went to Saddlery Brands International; Rachel Thomas joined NAF as area sales manager for the north of England; while Sharon Bull and Emma Owens started new roles with Horseslyx.

The Duke and Duchess of Sussex were spotted wearing wellies

by The Original Muck Boot Company.

Robinsons’ new superstore opened at Haydock. A preview for industry guests was followed by opening the doors to the public; hundreds had queued for hours to get a first look inside. 45 staff were employed at the outlet which had 24,000 sq ft of floor space. The retailer’s previous premises were destroyed by fire in September 2002.

20 Helen Reader became a Qualified YEARS Saddler and Harness-maker. She was AGO... presented with her certificate by Peter Lewis with whom she had been apprenticed for three years at his Pointings Saddlery.

Much to the consternation of the trade’s army of sales reps and agents, it became illegal to use a phone while driving.

Employers could also be fined if they ‘caused or permitted’ an employee to answer a phone call while behind the wheel.

ETN devoted a whole page to overcoming this new obstacle to business.

Cod liver oil specialist Seven Seas Pet and Animal Health Care launched a “much strengthened new service to equestrian retailers.” Sales and marketing, led by new appointee Julie Morgan, was being stepped up, said the Hull based company.

WWW.EQUESTRIANTRADENEWS.COM

Retailer Derby House closed the equestrian element of its Lancashire store, replacing it with a number of concessions selling meat, bread, cheese, fruit and veg, and fine wine. “There are already lots of saddleries in the area,” said director Mark Reeves, “and we wanted to offer something different.”

The organiser of Your Horse Live, Bauer Media, announced a new sister show. Total Confidence TEN Live was to be held at the South of England YEARS AGO...

Showground, Ardingly, Sussex, the following April. A big theme was enabling visitors to ‘have a go’ at various equestrian disciplines.

Monty Stuart-Monteith and his wife Suzanna launched Shaws Equestrian. “We’re offering top end, specialist products,” said Monty, adding that he was “loving being back on the road [visiting retailers].”

Michael Bacon became sales and marketing director at Saracen Horse Feeds; Phil Duff was about to join the board of Horse & Country TV; and Ariat recruited Alexander Hagen to oversee its European division.

Visitors and trade exhibitors alike complained to ETN about the “freezing cold cattle sheds” that hosted the British Equine Event at Stoneleigh. “Why do you always need thermal underwear for a horsey event?” asked ‘bored husband’ Dave Phelps from 30 Leicester. Ian Lane of Balanced YEARS Horse Feeds was happier. “We’ve AGO... had a brilliant show,” he said.

New products this month included a Buff and Scuff stick (RRP £1.75) from Coleman Equestrian. The retractable leather-care crayon could be used to hide damage or for last-minute touch-ups on saddles, tack or riding boots. Also new was an Extension Stirrup from Sprenger, with a fold-down step to make mounting easier.

The Society of Master Saddlers (SMS) introduced a saddle fitters’ qualification. Hailing the move, SMS President Roger Milner said: “There has been a lot of publicity about saddle fitting recently.”

Neville Lawrence, managing director of Style Matchmakers International, was pictured presenting The Princess Royal with a cheque for £4,000. The money had been raised by the supplier and some of its retail customers to support the Riding for the Disabled (RDA) in its 25th year.

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 27

Revolutionise Saddle Fit with TreeClix

With TreeClix, saddle fitters are able to endlessly alter the fit of a wooden tree, up to 2 widths. No more risking broken rivets or headplates due to forcing a tree in- and outwards. It allows you to make the saddle fit perfectly to the current condition of the horse in just one click!

Every saddle adjustable Easily adaptable for different saddle brands. Built-in by renowned manufacturers like Stübben, Harry Dabbs, Jeffries Horse Saddlery, Frank Baines, Schutte Zadels, and Empire, TreeClix ensures a superior fit and performance for every horse.

www.TreeClix.com

CPD FEATURE | ETN ACCREDITED BY

Saddle and bridle fitters who read the feature and complete the task (see ‘How to gain your CPD’ below the quiz) will receive CPD recognition from the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle and Bridle Fitters are required to maintain CPD fulfilment as part of their registration.

Essential bridle fitting anatomy: the hyoid apparatus

For many years, riders have been fairly ignorant about the influence that a bridle can have on the horse. The current interest in bit and bridle fitting is helping to educate riders, which is great news for our equine friends.

But do riders really understand why bit and bridle fitting is so important? Or how it influences their horses? As an SMS Qualified Bridle Fitter, you should be able to explain why. Here, Catherine Baker looks at the anatomical connections between the head and the rest of the horse’s body.

Photos: Lloyd Rogers. Diagram: Catherine Baker

M

ost horses are ridden with a bit, the purpose of which is to communicate our thoughts or intentions to the horse via the reins.

The bit achieves this by applying direct pressure on various parts of the horse’s mouth and indirect pressure through the bridle on the head.

The amount of pressure depends greatly upon the type of bit and bridle used and, of course, the understanding and ability of the rider holding the reins. When the rider is knowledgeable and competent, they can affect the way the horse uses its body and improve the horse’s movement.

The anatomical part key to this is the hyoid apparatus.

THE HYOID APPARATUS

Located at the base of the skull between the cheeks of the horse, the hyoid apparatus consists of a collection of small bones which form the shape of the letter Y and connect directly to the sternum, scapula and poll via muscular attachments.

The lower part of the hyoid apparatus is the basihyoid the insertion point for the sternohyoid and omohyoid muscles.

The upper part is the stylohyoid bones which provide the insertion points for the occiptohyoid muscles.

CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 29

ETN | CPD FEATURE

Bridle fitting begins by assessing the shape and proportions of the horse’s head.

THE VENTRAL CHAIN

The ventral chain runs along the ventral, or underside, of the horse.

It begins with the sternohyoid and sternothyroid muscles which connect the hyoid to the sternum or chest bone. This connection then carries on through the pectoral muscles and along the abdominal muscles running along the belly (ventral aspect) and up into the horse’s pelvis.

Also forming part of the ventral chain are the omohyoid and omothyroid muscles which connect the hyoid to the scapula (omohyoid) and forelimbs (omothyroid) via fascia. From here, they link into the fascia chain which runs from the head along the underside of the neck, the inside of the shoulder and through to the hindlimb, ending at the toe.

Put simply, the ventral chain connects the horse’s mouth to its shoulders, forelegs, trunk, pelvis and hindlegs and is key for lifting the forehand, supporting the posture of the back and lowering the hind end.

THE DORSAL CHAIN

The dorsal chain runs along the dorsal or topside of the horse 30 | EQUESTRIAN TRADE NEWS DECEMBER 2023

connecting the mouth with the poll, neck, back and hindquarters.

The connection for this chain begins with the occiptohyoid muscle which connects the hyoid to the occiput or poll.

The nuchal ligament attaches to the back of the skull at the external occipital protuberance or nuchal crest, continuing the connection down the neck and along the dorsal muscle chain, through the back and into the hindquarters. This chain is largely responsible for forward propulsion.

THE TONGUE

We’ve spoken about the connections from the hyoid that run back through the body; but there is one that runs forwards - and that is the tongue.

The forward-most bone of the hyoid apparatus is the lingual process which is embedded into the root of the tongue. For the horse to remain relaxed in its movement, to be able to engage the back and hindquarters and maintain the freedom to use itself correctly in extended and lateral work, the horse must be comfortable in his mouth.

WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN The tongue is an extremely sensitive, large, muscular organ which usually fills the whole of the oral cavity. It varies in size from horse to horse and can be thick and fleshy, which is typical of native breeds and cob types, or fairly thin which is more typical of Thoroughbreds.

Its primary function is to aid eating, from selecting the food, moving it back to the cheek teeth and on to the oesophagus; but it also serves as a cushion for the sensitive bars and it is how many riders communicate with their horse.

HOW CAN BIT AND BRIDLE AFFECT COMFORT AND PERFORMANCE?

We have established that the hyoid is connected to the tongue, scapula, sternum and poll as well as indirectly connected to the trunk and hindquarters.

If the bit or bridle is not comfortable for the horse, they will often use their tongue to try to alleviate the discomfort. This results in tension in the tongue which can then be transferred to the hyoid.

Any discomfort, pain or restriction on the hyoid can have a direct impact upon the horse’s ability to use itself effectively and efficiently. Therefore it is imperative that any bit or bridle used on the horse is suitable and fitted correctly.

SMS CP D QUIZ DECEM BE 2023 E R TN

SMS CPD QUIZ HAVING READ THE FEATURE, TEST YOUR KNOWLEDGE BY SELECTING THE CORRECT ANSWERS. 1. Where is the hyoid apparatus located? a. In the mouth between the teeth b. In the head between the ears At the top of the neck c. d. Base of the skull between the cheeks 2. Where is the insertion point for the omohyoid muscle? a. Lingual process b. Basihyoid Stylohyoid c. d. Thyrohyoid 3. Where is the insertion point for the occiptohyoid muscle? a. Lingual process b. Basihyoid Stylohyoid c. d. Thyrohyoid

A correctly fitted bridle will allow the horse to relax in readiness to respond to the rider’s requests.

Key points • The bridle must suit the head conformation of the horse and be the correct size. It should avoid any sensitive areas such as around the ears, the TMJ [temporomandibular joint] and where any blood vessels or nerves may lie.

• The noseband must be fitted at the correct height and with two fingers between the noseband and the nasal bone on the front of the face. A noseband which is incorrectly fitted can cause pain and discomfort in the mouth or restrict the horse’s ability to chew and swallow.

• The bit must be fitted at the correct height and be the correct length for the horse. The height should not be determined by the number of wrinkles in the lips but by looking in the mouth and seeing where the mouthpiece sits in relation to the mouth conformation.

• The length of the mouthpiece should be wide enough so that it does not pinch the cheeks or restrict the tongue, but not so wide that it hangs low in the mouth.

• The mouthpiece must be one which the horse can relax into.

We want the horse to seek the contact, not be afraid to take it.

• Finally, the rider must have the skill and understanding to be able to convey their intentions clearly and kindly.

WWW.EQUESTRIANTRADENEWS.COM

4. The ventral chain is made up from the following chain a. Sternohyoid, sternothyroid, pectoral and abdominal muscles b. Occiptohyoid, spinalis, longissimus dorsi and gluteal muscles Sternohyoid, sternothyroid, longissimus c. dorsi and abdominal muscles 5. What is the dorsal chain responsible for? a. Supporting the back posture b. Forward propulsion Lifting the forehand c. d. Lowering the hind end 6. How might a horse try to avoid discomfort from the bit or bridle? a. Hollowing the back b. Sitting behind the contact Drawing their tongue up c. d. All three

HOW TO GAIN YOUR CPD: Go to www.equestriantradenews.com to answer the quiz questions online. Don’t forget to log your achievement on your own CPD file as supplied by the SMS. Successful completion is worth 30 minutes’ training time. Please direct any queries to enquiries@mastersaddlers.co.uk

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 31

ETN | PRODUCTS

Top tested products of 2023 Horse&Rider magazine has enjoyed another year of putting all kinds of products through their paces and reporting back on the test findings.

These are the products that came out on top in 2023 in terms of performance and value for money.

MARCH: WATERPROOF TROUSERS AND CHAPS Best in test: Just Chaps Dri-Rider £89 “I loved these chaps. They were true to size, fully waterproof and I really appreciated the stirrup straps.”

JANUARY: SADDLEPADS

Best in test: Premier Equine Close Contact Merino Wool European £72 “The shape was good and there were no marks or rubs on my sensitive horse. Perfect for everyday use but also smart enough for competitions.”

Best value: Elico Highbury £29.95 “I used it on two horses who are completely different shapes and it didn’t slip or rub. What impressed me was how dry both horses stayed under the pad.”

FEBRUARY: NO-RINSE WASHES

Best in test: Pro-Equine Coolwash £11.85 “I used it in cold and warm water and it performed well in both, leaving the coat shiny and nourished.”

Best value: Mastacare Lavendar Wash £7.95 “This product left my horse’s coat feeling soft and clean, and it smelt good, too. A little goes a long way.”

32 | EQUESTRIAN TRADE NEWS DECEMBER 2023

SPRING: SPORTS BRAS

Best in test: Derriere Portief Bra £54.99 “It wicked away moisture and didn’t rub or chafe. I loved the design – it’s the best sports bra I’ve ever worn.”

Best value: Felix Buhler Sports Bra Hanne £12.90 “I really liked the soft, supportive fabric and I especially liked the softness of the seams around the arms and back.”

MAY: SUN CREAM AND BLOCKS

Best in test: Pro Equine Lavender Sunblock £15.30 “It had a good consistency that was easy to apply and gave even coverage. It provided longlasting protection.”

Best value: Filtabac £9.86 “Very effective, as well as soothing sunburn. We liked the added bonus of antibacterial properties.”

WWW.EQUESTRIANTRADENEWS.COM

PRODUCTS | ETN

JUNE: FLY SPRAYS

Best in test: NAF Off Deet Power Performance £19.99 “The fine misting covered the body easily with no sticky residue or streaks. A repellent that really does the job.”

Best value: Lincoln Power Repel £18.50 for 500ml “The smell was very strong but the effects of the spray lasted well and you could tell it was repelling flies.”

JULY: SHAMPOOS

WHITENING Best in test: Supreme Products Blue From £11.40 “Needed very little scrubbing to get a white coat sparkling, and brilliant at removing very tough stains.”

Best value: Lincoln Magic White From £9.50 “It worked well on yellow stains when left for a couple of minutes and the coat felt very clean afterwards.”

DARK COATS Best in test: Shapley’s EquiTone Black £25.99 “It gave an excellent finish on different coat types, cleaning and enhancing colour.”

Best value: Leovet Power Shampoo Dark £10.49 “It gave an excellent result, adding richness and shine to dark coats, as well as manes and tails.”

GENTLE/MEDICATED/MOISTURISING Best in test: Absorbine Showsheen 2-in-1 Shampoo and Conditioner £11.49 “Easy to apply directly or diluted. It left the skin and coat very soft and supple.”

Best value: Lincoln Medicated From £8.99 “Worked extremely well on dirty coats, leaving sensitive skin clean and shiny.”

SEPTEMBER: COOLER RUGS

Best in test: Premier Equine Premtex Horse Cooler £124 “Very lightweight and breathable. Wicked away sweat quickly and effectively. Washed and dried very well.”

Best value: Mark Todd Coolex Cooler £74.99 “Soft material and padded withers helped prevent rubbing.

Dried the horse quickly and well every time.”

NOVEMBER: TACK CLEANERS Best in test: Lincoln Superior Leather Cleansing Gel £14.50 “It did a brilliant job at removing dirt, grease and sweat, leaving the leather soft and shiny with no sticky residue.”

Best value: Belvoir Tack Cleaner £10.50 “It cleaned and removed dirt and grease well. A good preparation for conditioners.”

DECEMBER: EXERCISE SHEETS

Best in test: Masta Protechmasta Infrared Quarter Rug £105 “Stayed secure in all gaits and on windy days. It kept horses really warm.”

Best value: Mark Todd Fleece Exercise Sheet £27.98 “A good length with plenty of room around the withers. Worked well to wick away moisture.”

AUGUST: TECHNICAL RIDING TIGHTS

Best in test: Woof Wear £64.99 “Although the fabric is thicker than some, it wasn’t uncomfortable in warm weather.”

Best Value: GS Equestrian Dexterity £39.95 “Flattering material and fit, with a comfortable and wide waistband. Grip made me feel secure in the saddle.”

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 33

ETN | BETTER BUSINESS

In today’s digital age, retailers can no longer afford to ignore the power of technology for their data analysis. Be confident in the figures; they tell you facts.

Photos: G-Stock Studio/Shutterstock.com, Anna Krivitskaya/Shutterstock.com

Merchandising misnomers…

Sarah Giddings unravels six mistakes commonly made about retail merchandising.

M

erchandising is about so much more than how you display your stock to customers.

In reality, merchandising starts long before stock is available in stores to display - and is a crucial aspect of any successful retail business.

It starts with the strategic planning and implementation of product ranges, correct stock levels and profitable pricing to attract customers, maximise sales, and create a seamless shopping experience.

However, despite its importance, retailers often make mistakes that hinder their merchandising efforts. I help businesses large and small; these are six common mistakes I regularly see being made in retail merchandising – and some insights into how to avoid them..

1. Neglecting true customer insights

Having qualitive data from your customers is very important and will demonstrate new opportunities. However, actions speak louder than words. How customers spend their money will be demonstrated in your sales.

Data is critical in understanding your business and where your sales come from.

This will aid accurate product buying both in season and future season planning.

One of the most significant mistakes retailers make in merchandising is neglecting to gather and analyse customer insights. Without a deep understanding of your target audience’s preferences, buying behaviours, and needs, your merchandising efforts may fall flat.

34 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Customer insights can help you tailor your product selection, pricing and representation to better serve your audience.

To avoid this mistake, invest in market research, analyse sales data, and actively seek feedback from your customers.

Utilise this information to adjust your merchandising strategies and ensure that your offerings align with your customers’ expectations.

2. Under-optimising technology In today’s digital age, retailers can no longer afford to ignore the power of technology for their data analysis. Failing to embrace these tools can lead to missed opportunities for personalisation, customer insights and operational efficiency.

WWW.EQUESTRIANTRADENEWS.COM

BETTER BUSINESS | ETN

“Two key areas will reduce the profitability of your business. Incorrect selling prices and inaccurate stock levels.”

Many retailers don’t access the technology they have available to harness the full potential of data-driven decisionmaking.

This can be avoided by retailers optimising their available technology for data analytics. This will allow you to gain a deeper understanding of customer behaviour, optimise inventory management and enhance the overall shopping experience.

Leveraging technology and data can help retailers make informed decisions that drive sales and customer satisfaction. Be confident in the figures; they tell you facts.

5. Inconsistent pricing strategies

3. Not prioritising best sellers

6. Poor profit planning

When managing your cash flow and planning the future seasons, it can be very easy to focus your range on newness.

New products, brands and collections are important for progressing your customer base into new purchases.

However, it is critical to not neglect your bestsellers and under-buy in those areas.

Having accurate knowledge on your bestselling lines and keeping those in stock will contribute to 70% of all your sales.

Don’t forget the ‘bread and butter’ of your business.

Gain a clear understanding of your best sellers for the relevant period. Create a budget that protects having these best sellers in stock. This will increase customer confidence in your business as well as increase sales.

4. Overlooking seasonal merchandising

Seasonal merchandising is an essential component of retail success, yet many retailers overlook its significance.

Failing to align your product assortment, categories available and marketing with seasonal trends, events and considering the weather can result in missed sales opportunities. It’s essential to be proactive in planning for seasonal shifts in customer demand.

To remedy this mistake, create a comprehensive seasonal merchandising calendar. Stock up on relevant products in advance, manage these lines into your store on time, and launch targeted marketing campaigns to capitalise on seasonal events and trends.

WWW.EQUESTRIANTRADENEWS.COM

Inconsistent pricing is a prevalent mistake in retail merchandising. Price fluctuations, unclear discount policies and inconsistent pricing strategies can confuse and frustrate customers.

It’s crucial to maintain transparent and consistent pricing practices to build trust and loyalty with your customer base.

To rectify this mistake, establish clear pricing guidelines and adhere to them.

Regularly review and adjust your pricing to remain competitive in the market while maintaining transparency in your pricing structure.

Two key areas will reduce the profitability of your business. Incorrect selling prices and inaccurate stock levels.

Not achieving the correct selling margin on products will undervalue your range.

Both being under-stocked and overstocked in categories will result in lost sales.

Remember, your stock holding is your cash flow.

With pricing, think ‘First Price, Right Price’. Plan your selling price to the customer accurately by gaining a clear understanding of the true cost of the product into the business.

For stock management, use all the information you have available. From past sales to current trends. Accurate planning will reduce an over-stocked and undersold product and maximises your business’s profits.

7. Not aligning your merchandising insights with your marketing efforts

Retailers often focus spend on a wide marketing effort across multiple platforms.

This can get costly quickly and fail to reach your desired customers. The need for a marketing plan and spend is clearly understood in the equestrian industry, but rarely begins with detailed sales and stock insights.

Using your merchandising insights from categories, products and availability, will aid your marketing and improve the results seen. Having accurate input from your range will create the desired output from marketing, transforming marketing communications into sales.

Having accurate knowledge on your bestselling lines and keeping those in stock will contribute to 70% of all your sales.

In conclusion

Retail merchandising is a complex and multifaceted practice that requires constant attention to detail and adaptability.

By avoiding these common mistakes, retailers can enhance their merchandising efforts and, in turn, boost sales and customer satisfaction.

Neglecting customer insights, underoptimising technologies, not prioritising best sellers, overlooking seasonal merchandising, inconsistent pricing strategies and a lack of integration in your marketing efforts are all pitfalls that can be easily rectified with careful planning and execution.

It’s crucial for retailers to continually assess and improve their merchandising strategies to stay competitive in the everevolving retail landscape.

About the author Sarah Giddings has launched The Stables Retail Consultancy to offer flexible and bespoke packages to aid you in your merchandising success.

Having ridden from the age of seven and with 12 years’ merchandising experience working for high street giants including Next, Sarah is setting her sights on helping equestrian retailers.

The Stables Retail Consultancy offers businesses big and small freelance services including retail merchandising, stock management, trade reporting and profit planning.

“My two biggest passions in life are horses and retail,” says Sarah. “I’m so excited to help my clients establish, grow and thrive in their equestrian businesses.” For more information, visit thestablestetailconsultancy.co.uk

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 35

ETN | MARKETING MATTERS

Festive lessons from the mainstream Looking to maximise that final retail sprint towards Christmas?

Marketing expert Ashley Rossiter, who regularly works with non-equestrian brands, shares transferable tips to engage customers and get products seen and sold in the run-up to the big day.

Don’t forget that your customers shop and spend after hours as well

USE YOUR MARKETING CHANNELS EFFECTIVELY

You should have started softly promoting Christmas just after Halloween, peaking around Black Friday and then ramping up your activity into solid Christmas promo territory. *Research suggests that over a quarter of Brits have all their Christmas shopping done by the start of December - but more than a third admit they leave it to the last minute, so you have an excellent opportunity to attract these consumers to your store.

If you didn’t start early, you will already be lagging Utilise your marketing channels to behind your competitors. maximise your sales opportunity However, there are still valuable 36 | EQUESTRIAN TRADE NEWS DECEMBER 2023

marketing avenues you can utilise with significant effect.

Creating Christmas newsletters highlighting gift ideas and special offers, such as an exclusive subscriber offer of a freebie on all purchases over a set amount, can incentivise your subscribers.

Showcasing Christmas gift ideas throughout your social channels and advertising will also entice your social media followers onto your website with purpose.

DON’T NEGLECT CUSTOMER SERVICE

During this busy period, pay attention to your customer service.

Replying to emails, answering the phone in-store, and responding to customer enquiries promptly on social media are all essential benchmarks of your business’s reputation.

We manage our clients’ social media channels outside of work hours all year round. But in the period up to Christmas, this is particularly important to capture a sale when your customers may be doing late-night shopping online and need a query answered quickly and effectively.

WWW.EQUESTRIANTRADENEWS.COM

MARKETING MATTERS | ETN MAKE YOUR WEBSITE FESTIVE

It’s all very well and good driving traffic to your website, but if they get there and it’s uninspiring or challenging to navigate, your dropoff rate will be high.

Make sure your home page is festive-friendly both visually and in functionality. If you can drive visitors from your home page directly into a gift section, it makes Christmas shopping quick and easy.

If your website doesn’t facilitate changes due to the build, at the very least, make it feel Christmassy with a festive banner and messaging.

ADD A GIFT PRICE FILTER

Integrating a gift price filter allows website visitors to browse and shop within their budget.

Break down gift choices into manageable increments such as ‘Under £10, £10 - £20, £20 - £40, £50 and over’ and so on. This allows shoppers to view what is on offer, and by setting a broader benchmark of £50 and over, you allow your visitors to browse higher-value items, which may tempt them to blow the budget for that special someone!

STRATEGICALLY PLACED STOCKING FILLERS Whether it’s the ‘Other customers also bought’ tab on the website during checkout or tempting shoppers in-store, place stocking fillers and impulse buys strategically to increase your sales.

Plan your shopping aisles up to the till point. Anyone who has physically shopped in mass market stores such as Primark or TK Max will note the carefully curated corridor of lower value items as you stand in the line to pay at the till point.

Tempting your customers while they wait is a no-brainer when it comes to catching an impulse buy.

BUNDLE GIFT PRODUCTS

Offering gift bundles with a small discount provides significant value for Christmas shoppers. Not only does a bundle gift look more impressive, but it also saves the shopper the headache of pairing items across your store.

Think of themes that can tempt your customer. For example, a cosy rider bundle comprising a knitted headband with riding socks, tied with Christmas ribbon and displayed in a basket, is an easy pick-up and makes items like this look more attractive.

PROMOTE GIFT CARDS

Gift cards are the perfect last minute gift choice

Promote your gift cards online and throughout your retail space and not just at the till point, where shoppers are unlikely to go if they have yet to find the perfect gift.

Use display points throughout the store to promote your gift cards and with eye-catching banners - it could make you a valuable sale.

Electronic gift cards sent by email really are last-minute gifts, so promote them right up to the big day.

HAMPER HARMONY

If you have the team power and floor space, ‘build your hamper’ is a fantastic idea. Visually building hampers for customers while they’re present in store always attracts interest from others customers.

Baskets, gift boxes, wicker hampers and rolls of ribbon or ecofriendly alternatives aren’t a massive outlay, and you can set a price limit for bespoke hampers to make it worth your while.

WWW.EQUESTRIANTRADENEWS.COM

Hampers can help increase sales and make shopping for gifts easier for your customers

Create ready-made hampers for shoppers to pick up too. But carefully consider your customer demographic first to make these ‘off the shelf’ offerings appealing in terms of content and price.

OFFER GIFT WRAPPING

Again, this does require planning and staffing… but offering gift wrapping at a small additional cost can increase revenue. This option generally works best for online retailers and is a valuable asset for luxury items.

ADD A COUNTDOWN CLOCK

Adding a countdown clock to your website homepage - counting down the days to your last postal dates - can psychologically increase the urgency to buy.

There are plenty of plug-ins you can browse with this functionality which serves as an eye-catching reminder that valuable shopping time is running out!

Whether online, in-store or both, maximising your opportunity to close a sale during this highly competitive retail period relies on incentive and planning.

So maybe start focusing on your Valentine’s and Easter activity now! *Research by M&S Credit Cards

About the author: Ashley Rossiter is MD of the awardwinning PR and digital marketing agency, MirrorMePR and a qualified journalist, certified copywriter, accredited PR professional and horse owner. MirrorMePR has over 40 years’ collective expertise in the equine market and a premium collection of clients embracing equestrian, pet, lifestyle and beauty. For more information, visit www.mirrormepr.co.uk

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 37

ETN | LEATHER CARE TIPS

Showing some love for leather There are many excellent products available now on the market both for the everyday care of leather tack and for times when that little extra bit of TLC is needed.

TOUGH BUT BEAUTIFUL

A by-product of the meat industry, leather is a tough and versatile natural material. The best skins are sourced for saddle making, although the type of leather can vary according to the part of the saddle in question, and whether that part is visible and how much stress it will be put under. But whatever the type or quality of leather used, correct care and storage is important if the leather is to maintain its strength and good looks.

CLEAN, CONDITION AND MOISTURISE

Photos: JacZia, Maisicon, Valeri Vatel/shutterstock.com

Keeping tack clean is a given, while conditioning puts back oils and moisture that are lost during use and storage, in a similar way to applying hand cream to dry skin. A traditional saddle soap block will do the job well, but there are now many other, more sophisticated, products on the market formulated to suit individual customer needs and preferences. Some specific products are also

particularly useful for tack that has got very wet, while others will bring dried-out leather back to life. In either case, whether wet or dry, the key is effective conditioning.

We asked some tack experts for the answers to some common leather cleaning questions. Here’s what they had to say...

WHAT KIND OF PRODUCTS ARE GOOD TO USE FOR A QUICK CLEAN WHEN OUT AT COMPETITIONS OR WHEN TIME IS SHORT?

Rebecca Howsam, brand manager, Battles, answers: It’s always best to clean tack properly whenever possible, using a goodquality leather cleaner, cleanser and oil. However, when time is short, it’s handy to have a ready solution for emergencies, or a product for giving a quick wipe over before a show or for keeping on top of tack cleaning in between the big cleans.

For ease, spray cleaners are ideal to keep in the lorry, trailer or tack room. Simply spray and wipe over leather with a damp or dry sponge – they’re great for adding a quick shine to riding boots, too.

Of course, some people may like a traditional glycerine bar or tub soap, so it really is personal preference. A useful tip to pass on is to hang tack cleaner on the saddle or bridle rack, if possible, so it acts as a reminder to the rider to do a quick clean before or after riding – and also prevents the cleaner from being lost.

WHAT ARE THE BEST CONDITIONS FOR THE EVERYDAY STORAGE OF LEATHER TACK AND HOW SHOULD IT BE STORED? The Society of Master Saddlers answers: Between rides the best way to store saddles and bridles is in a cool, dry area away from direct heat or light.

A bridle should be hung up with the reins through the throatlash, which should be done up. Similarly, the neck and 38 | EQUESTRIAN TRADE NEWS DECEMBER 2023

WWW.EQUESTRIANTRADENEWS.COM

LEATHER CARE TIPS | ETN girth loop of a martingale or breastplate can be picked up by the throatlash. Finally, wrap the noseband around the outside of the bridle and do it up. Storing a bridle like this keeps it tidy and stops it getting tangled. It also makes it easy to carry. Some people like to wind the throatlash and noseband around the whole bridle twice, which is fine if the bridle is being used daily, but storing a bridle like this long term can cause the leather to twist.

A saddle should be kept on an appropriate saddle rack, using a cover that’s made from a breathable material. Many types of racks can leave indentations in the flocking and, if stored long term, this can distort the leather. There should be plenty of padding between the rack and the saddle and it’s not advised to lay saddlecloths, girths or other saddles on top.

One important point is to ensure any damp saddle pads and girths are removed from the saddle. These should be allowed to dry away from the saddle to prevent mould forming on the leather.

HOW OFTEN SHOULD TACK BE CLEANED AND IS THERE SUCH A THING AS TOO MUCH CLEANING?

NAF brand development manager, Griselda Beaumont, answers: Tack cleaning can become a real chore that tends to fall to the bottom of the list. But, to provide longevity and support the safety of tack, it’s important to maintain the condition of the leather, especially considering the different environments leatherwork is exposed to.

Leather provides great strength and resilience thanks to its unique complexity of flexible collagen strings but these also allow dirt, grease and sweat to enter, which can, in turn, weaken and damage the collagen structure. Unwanted build-ups of debris can also mean well-fitted tack becomes poorly fitting, leading to rubs and discomfort.

Simply removing the dirt using a damp sponge and a cleaning spray after every use can help improve the condition of the leather by removing unwanted debris. Following with a condition spray helps condition the leather, leaving it with a non-sticky natural finish. Balsam can also be used if tack has been subjected to extreme conditions. Leaving the tack clean without conditioning, however, can make it brittle and dry.

At least once a month, tack should be cleaned with a glycerine soap, as this seals the pores within the leather’s fibres. This is also good practice for unused tack.

Over cleaning is usually from using too much water when cleaning, which causes the tack to dry out.

WHY DOES LEATHER NEED CONDITIONING AFTER CLEANING?

Ronald de Flamingh, director of Oakwood Europe Leather Care Products, answers: Leather needs to breathe to maintain suppleness and longevity. Cleaning is necessary to clear the leather’s pores of dust, grease and dirt. It’s important to follow with

WWW.EQUESTRIANTRADENEWS.COM

a conditioner to feed and to maintain the natural texture and lustre of leather. Leather cleaners strip the leather of essential oils and it’s necessary to then replace those oils (for example, you wash your face, then moisturise). Leather oil is one way to do this but, these days, leather conditioners are more popular.

Most leather conditioners are based on beeswax and lanolin, although manufacturers have their own formulas to represent their specific needs. For instance, some ingredients, such as natural Australian bush tea tree oil, emu oil and eucalyptus oils, will give the leather vital protection from the elements and nourishment.

Leather conditioner provides rehydration, while softening the skin and repelling water.

HOW SHOULD TACK BE STORED AWAY WHEN NOT IN USE ESPECIALLY DURING THE WINTER MONTHS

Carr & Day & Martin brand manager, Caroline Davis, answers: First, it’s essential to clean and condition leather tack before storing it.

Dirt, sweat, and grime must be removed to prevent the build-up of mould and mildew during storage. Tack should also be inspected for any signs of wear or damage, and these issues addressed before storage.

After cleaning, conditioning should be applied to nourish and protect the leather fibres, preferably one formulated to penetrate deep into the leather to keep it supple and prevent drying or cracking. This is especially important in cold winter conditions.

Tack should then be stored in a cool, dry place away from direct sunlight, making sure to avoid areas with extreme temperature fluctuations, as these can harm the leather. Hanging bridles on a rack or using a well-ventilated tack trunk helps maintain shape and prevents mildew, and a breathable tack cover will shield gear from dust while still allowing for air circulation. Applying a final layer of Neatsfoot oil or a leather dressing will provide an extra level of protection.

By following these steps and incorporating leather care products, tack will remain supple, and in good condition, ready for use when the riding season returns.

WHAT’S THE BEST WAY TO GET REALLY DIRTY OR MOULDY LEATHER LOOKING GOOD AGAIN?

Rachael Holdsworth, European marketing coordinator for Absorbine, answers: Leather tack needs a certain amount of TLC to maintain strength and suppleness and keep it fit for purpose. Wet weather combined with mud is particularly abrasive to leather, so, to minimise abrasiveness, mud and grime should be removed with warm water and a soft cloth as soon as possible after use, using a leather wash, cleaner or saddle soap, but without stripping the leather of nutrients. Applying leather conditioner at this stage will help restore suppleness more quickly.

Always allow leather to dry slowly, away from direct heat and, ideally, in a place where warm air can circulate, although a cold tack room also works if it isn’t damp. When the leather has dried, work in a restorer/conditioner containing lanolin to deeply nourish the leather and bring back its natural suppleness. Allow this to dry and then reapply as necessary. In wet conditions that are prolonged, it is advisable to wipe leather with a cleaner and conditioner after every use.

When storing leather, first make sure that it is scrupulously clean and dry to avoid mould or mildew developing. It should never be wrapped in plastic or bubble wrap or stored in plastic boxes, as this can cause the leather to ‘sweat’. When taking leather items out of storage, some mildew may be present. Wipe the mildew away using leather cleaner and then apply conditioner to restore suppleness.

Some cleaners and conditions are very good at removing marks left by mildew, but it’s also a good idea to check that the product will not stain or leave a greasy or sticky residue.

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 39

ETN | LEATHER AND LEATHER CARE

Save that skin…

Leather is integral to our industry. With the correct care, it remains strong, supple and serviceable for many, many years.

CLEAN AND CONDITION Carr & Day & Martin has introduced a Belvoir 2 Step combo, presented in a limited-edition tin.

Belvoir Step 1 Cleaner removes grease and dirt quickly and easily, without over-wetting the leather or damaging the stitching.

Belvoir Step 2 Conditioner is a glycerine-based soap which leaves a shiny, protective finish on the leather.

This coating nourishes the leather, as well as filling and sealing pores to form a protective barrier against sweat, dirt and water.

PUT YOUR BACK INTO IT

TOP TRIO FOR TACK

NAF has three super products to grace any tack room.

Sheer Luxe Leather Food feeds and nourishes tack. The rich lotion revitalises and moisturises recently cleaned or new leatherwork.

For a luxurious finish, Sheer Luxe Leather Cleanse & Condition has a deep-cleansing formula, is easy to use and leaves a nonsticky natural result.

Sheer Luxe Leather Balsam is an intensive conditioner designed to penetrate and nourish tack, keeping it soft and supple. It comes with a free sponge inside for easy application.

TIME TO SHINE

The new Lincoln Superior Leather Care 3 Step System comes in a handy backpack.

It comprises Lincoln Superior Leather Cleansing Gel, Lincoln Superior Leather Balsam+, Superior All-Weather Leather Oil and two tack sponges – all formulated for superior results.

Hy Equestrian Natural Leather Polish contains three natural waxes - beeswax, carnauba and shellac – to condition and soften leather.

It’s simply applied to clean leather boots or saddlery with a soft cloth or sponge, then buffed for a shiny finish.

Natural Leather Polish is suitable for all leather colours. Hy Equestrian is available from Battles.

GOOD FOR LEATHER

BECAUSE LIFE’S TOO SHORT…

Horseman’s One Step Cream Leather Cleaner & Conditioner from Absorbine is an all-in-one tack cleaning and conditioning solution.

Rich lanolin lifts dirt and sweat leaving tack soft and pliable, while protecting it against drying and cracking. Horseman’s One Step works on natural or synthetic leather.

Absorbine Leather Therapy Wash cleans leather while helping it stay strong and supple. It can be sprayed on, then wiped off with no need to rinse.

Leather Therapy Restorer & Conditioner from Absorbine is a blend of rich replenishing oils formulated to restore dry, hard leather to its original flexibility. It also inhibits mould and mildew.

40 | EQUESTRIAN TRADE NEWS DECEMBER 2023

Cleaning tack doesn’t have to be a complicated or timeconsuming task, says Oakwood.

The brand has leather saddle soap, sprays and soap-plusconditioner products - with bundles available - for all-natural, highly effective leather tack treatment.

Oakwood’s liquid saddle soap is simply applied with a damp cloth, worked into the leather, then wiped with a dry cloth.

Customers preferring a spray might like Oakwood glycerine spray which quickly replaces the natural oils in saddlery – and is great for difficult to reach areas.

Oakwood says its cleaning products work best when followed by use of its conditioner to promote the leather’s suppleness and moisture resistance.

WWW.EQUESTRIANTRADENEWS.COM

OPINION | ETN

In the hot seat With Tim Smalley, managing director and founder of Bedmax.

What’s been your involvement with horses, and do you still ride?

I grew up on a family farm surrounded by horses and Welsh ponies, which my mother bred, so I have been riding since I can remember.

I didn’t pay much attention to horses as a teenager, but then I came back to riding when I was mustering cattle in Australia, and I’ve been riding ever since.

How and when did you come to launch Bedmax?

My aunt Pat bred a long line of good steeplechasers and I became interested in racing and particularly in the problems trainers and horse owners face in keeping their horses healthy.

There was a lot of veterinary research emerging in the 1980s about the damage that dust can do to a horse’s respiratory system and its performance. And so in 1985 I started out making dust free haylage, called Haymax.

Then in 1998, I realised that haylage had solved the dust problem in forage, but traditional bedding was still full of dust and spores. So I did my research, built a production facility on my brother’s farm, and we started producing Bedmax shavings in February 2000.

Trainers and owners seemed to approve, and we’ve gone on from there.

You were presented with the BETA Lifetime Achievement award at the trade association’s gala dinner in September? What did it mean to you?

Well, I don’t normally like surprises but that was a very good one and a great honour.

It was a very special occasion because my family and several members of the Bedmax team were there, and the award was as much for them as it was for me. We have a tremendous team of staff and it is very much down to their work and commitment which has made Bedmax a success over the past 23 years.

It also meant a great deal to be honoured by BETA, because the equestrian trade has been central to our success. We have always distributed our products through local equestrian suppliers, and the network of retailers we’ve developed all over the country is absolutely fundamental to our relationships with our customers.

What is the significance of the BETA NOPS Code for Bedding* to the bedding sector?

The BETA NOPS Bedding code is a landmark step forward for the UK equestrian market, because it’s the first independent quality hallmark for bedding customers.

Its main purpose is to assure bedding buyers that we take every precaution to avoid contamination by NOPS, but creating the code is also raising awareness across the market of the risk of NOPS contamination in bedding that might be the cause of a failed doping test.

Eradicating all forms of doping at all levels of equestrian competition is now a priority for all the regulatory organisations, and bedding manufacturers can help play a part in preventing the risk of NOPS contamination. Even if it’s accidental, it still leads to disqualification.

Tim Smalley, the founder of Bedmax, hopes every bedding manufacturer will join him and sign up to the BETA NOPS Bedding Code.

Do you hope more manufacturers will join Bedmax and sign up to the scheme?

I hope it becomes as universal as the BETA NOPS Feed code, and every bedding manufacturer signs up to it.

There is a second very important aspect of the NOPS code which requires us to be clear and accurate in our description of our beddings, and to make no claims that we cannot substantiate.

That’s a very useful benchmark for customers deciding which bedding they should buy.

Many modern beddings are made from recycled materials. From an environmental perspective, how do you justify chopping down trees to make Bedmax shavings?

We have been acutely conscious of our responsibilities to the environment from the very beginning. But when we were researching how to make the healthiest possible bedding, one of the earliest priorities among the professionals and equine veterinary experts we consulted was that it should be entirely natural and uncontaminated.

So, we chose to make Bedmax shavings predominantly from Scots Pine timber, which we have always sourced from managed, renewable forestry here in the UK. We have also always recycled all our waste, including the thousands of tonnes of dust we extract from our shavings, which we compact into Hotmax fuel logs.

CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2023 | 41

ETN | OPINION We’re using recycled plastic in our packaging; we’re maximising our use of renewable energy and constantly looking for new ways to reduce our carbon footprint. We complete an annual carbon audit and we were delighted to discover at our last audit that we had improved our performance by 14% over the past year.

While Bedmax is considered the gold standard for equine bedding, thousands of ordinary owners are facing a cash crisis this winter… Can you meet their needs too?

We have tried very hard to set the highest standards of quality with all our beddings, but we’re always conscious that horse owners should expect to get the best value for money from Bedmax too.

At times like this, when financial pressures are so acute, we do our best to avoid raising our prices in line with inflation. We have also developed a new type of bedding that we hope offers owners a more economical option.

Having made shavings for 20 years, we have now introduced Strawmax straw pellets in our range. It’s the first new type of bedding that we can make to the standards of quality customers would expect from Bedmax.

Because they’re so absorbent, straw pellets last a long time with very little waste, which makes them very cost effective. As with all our products, we are entrusting their distribution to retailers whose feedback is extremely encouraging.

Do you believe there’s a future for retail sales of bedding via traditional bricks-and-mortar feed merchant outlets?

Yes, I still think that the wholesale and retail distribution model is the most efficient way for horse owners to buy a bulk product like

Classified

How do you like to relax after a busy week’s work?

Jane Holderness-Roddam, president of BETA, presents Tim Smalley with the BETA Lifetime Achievement award. “It meant a great deal because the equestrian trade has been central to Bedmax’s success,” he said.

I have a great family which provides hours of entertainment. I go hunting as much as I can, and I grow weird and wonderful trees from all over the world and add them to my collection. *About the BETA NOPS Code for Bedding The BETA NOPS Code for Bedding, which mirrors the BETA NOPS Feed Code, enables companies to offer peace of mind to riders and trainers that their bedding is given the same degree of scrutiny for the risk of prohibited substances as their feed.

Coming soon FOR ADVERTISING ENQUIRIES contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk

• LOW CALORIE/SUGAR FEEDS – gallery • PRODUCTS FOR ITCHY HORSES – gallery • FOOTWEAR – gallery • WORMING CPD – AMTRA accredited RAMA (SQP) feature and quiz • SAFETY: RULE CHANGES FROM THE GOVERNING BODIES – feature

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com

SIGN UP TO RECEIVE THE WEEKLY ETN EMAIL NEWSLETTER 42 | EQUESTRIAN TRADE NEWS DECEMBER 2023

in ETN… FEBRUARY/MARCH 2024 ISSUE

SCAN ME

Submissions for editorial galleries should be emailed to editor@equestriantradenews.com before 22nd January 2024. For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

WWW.EQUESTRIANTRADENEWS.COM

Photo: roger ashford/Shutterstock.com

CLOUD POS ECOMMERCE

bedding, especially if they have limited storage capacity.

For many horse owners, I also think that their local retailer is a trusted source of advice who can explain the relative merits of different kinds or brands of bedding and help them make the right choice. So our future is closely linked to the continuing success of the equestrian retail trade.