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Equestrian Trade News

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

February 2012 Volume 36, No 2 Monthly

Your BETA International 2012 preview EQUESTRIAN TRADE NEWS FEBRUARY 2012

Floorplan & exhibitor list See War Horse, new products, meet Olympic riders

2012 19-21 February 2012 NEC, Birmingham, UK

S U L Pming latest CPD

ETN is the official media partner of BETA International

Wor credited de A ac AMTR eature insi f

... the magazine for the industry, about the industry, by the industry


Comment YOU can talk about it and plan for it; but by far the most exciting thing about BETA international is encountering the unexpected. Maybe you’ll find that elusive new product you wouldn’t have come across anywhere else, or get the spark of an idea to improve your shop layout or e-commerce website. A chance conversation might reveal a new business opportunity you’d never even dreamt of, or you may catch up with an old friend who has inspiring news. You could forge a new relationship – and better terms with a supplier, or pick up valuable information about staff training, saving money on fuel or diversifying into pet products. At the very least, you’ll have a fantastic day (or three) out. Where else can you get up-close-and-personal with a War Horse, meet Olympic riders plus an ITV newscaster and watch a professionally produced fashion show – and all for free? Sorry to state the obvious, but all this will only happen if you get yourself to BETA International 2012. Find out all you need to know in this issue of ETN - BETA International’s official media partner. See you at the NEC on 19-21 of this month. CONFIDENCE – or lack of – is constantly cited as a perpetuator of recession. Yet confidence is the one thing our trade has in shed-loads. In our feature on chain stores in this issue of ETN, many interviewees said that the equestrian side of their businesses was growing faster than any other. Meanwhile, the support of a global pharmaceutical company stamps genuine endorsement on our trade’s annual showpiece, BETA International. And what great news that Virbac is to return as main sponsor in 2013 – there’s confidence for you! SO what will be the big talking points at BETA International 2012? My money’s on saddle fitting, new technology in rugs, outdoor clothing from non-equestrian brands and – on a patriotic theme in Olympic year – anything red, white and blue. For what actually happens, see next month’s ETN for reports, results, reaction and pictures from the world’s leading equestrian trade fair. Liz Benwell Ps. Retailers: call at the ETN stand (P1.1) to enter our free prize draw to win £1,000s worth of products.


NEWS .........................................................4 NEWS FEATURE The rise and rise of equestrian superstores ..10 LETTERS ...................................................13 PRODUCT NEWS ........................................14 SPONSORS ................................................19 RETAILER PROFILE Orchard Farm Equestrian ...........................20 INSURANCE How to safeguard your stock........................23 Know the small print ..................................24 New trade package ....................................25 WHAT’S ON ................................................27 RETAILER PROFILE Dawn Dodd-Noble of Sandon Saddlery ..........28 PRODUCT NEWS SPECIAL Spring into action with Snowhill ..................30 BETA MEMBERS’ PAGE ...............................32 WORMING FEATURE Cutting customer confusion ........................35 Championing SQPs .....................................36 New worming guidelines ............................38 Golden rules of worming ............................39 SQP CPD FEATURE & QUIZ ..........................40 SADDLERY MATTERS With Ken Lyndon-Dykes ............................42 PEOPLE ....................................................44 COUNTY COURT JUDGMENTS ......................45 BETA INTERNATIONAL 2012 PREVIEW Find out everything you need to know about the world’s leading equestrian trade fair, starting on page 47

FRONT COVER: War Horse comes to BETA International 2012 with the appearance of Topthorn, the black stallion, from the smash hit West End stage show. Find out more on page 52.

Even the Germans are wearing hats THAT last bastion of hatless riding – the German dressage community – has finally fallen. National heroine Isabell Werth (pictured) has vowed to wear a helmet – that of her new sponsor uvex whenever she rides in training or competition. “With my responsibilities as a mother and as an employer, I see accident prevention as one of my obligations,” she said. “In dressage, helmet wearing is still almost a taboo, even on the competition circuit; there’s a clear need for action,” said the winner of eight Olympic medals. According to statistics from Germany’s Federal Institute for Occupational Safety (BAuA), 30,000 accidents happen in equestrian sport in the country each year. 85% are women with girls under 14 making up 40% of all accidents. The uvex dressage helmet, worn by Isabell Werth and believed to be the first designed specifically for the sport, meets EN1384. It comes in gold, marine and black and is available from this month (February). Said Marcus Krehan, business unit manager for uvex Equestrian: “We are proud to equip Isabell with our ‘Made in Germany’ products. Anyone who takes a fall, without wearing head protection, rarely recovers. “Helmet wearing has become established in cycling and skiing. In horse riding there is the same need to protect the head. By being a role model, Isabell Werth’s contribution will hopefully help to make riding safer.” uvex is a relative newcomer to equestrian sport. Based in Fürth, Germany, the brand is well known for its ski helmets, ski goggles, cycling helmets and sports eyewear. The company is official supplier of riding helmets and eyewear to the national teams, across all disciplines, in Germany, Holland and Sweden.

New sponsor launches new brand at BETA International VALE Brothers, famed for its 225-year history of manufacturing grooming brushes, is the new sponsor of the Champagne & Seafood Bar at BETA International 2012. Managing director Peter Wilkes said that the sponsorship was part of an initiative to raise the profile of the company’s new KBF99 brand, which will be unveiled at the show. “We expect this new range to grow the value of the equestrian market, rather than replacing older product sales with newer lines,” he said. “Patents have been applied for and designs will be registered for this range of simple products backed by complex technology. BETA International presents us with a prime opportunity to share this exciting development and we would like to encourage visitors to come along to our stand to find out more.”

Kingsland courts dressage market KINGSLAND, the upmarket clothing label already well established in the show jumping and eventing markets, has launched a new dressage collection. Harrods is among the first retailers to stock the high-tech range of competition, UK distributor Nicolette Gidley-Wright of Slip Quiz told ETN. “It’s such an exciting collection, especially with dressage being so very popular in the UK at the moment,” she added. Kingsland AS, founded in 1999,

has its head office in Norway with 17 ‘official’ wholesalers selling its products in more than 29 countries. The Kingsland Dressage collection comprises training shirts in quick-dry yarn, plus jackets and breeches in Italian fabrics and Swiss sourced Schoeller with ‘ventilation zippers’ and other technical features. Saddle pads and training bandages are to follow. Kingsland has worked with sponsored riders Hans Peter Minderhoud and Edward Gal on the project.


Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

Subscriptions Distributed on a controlledcirculation basis to the retail trade. Paid-for annual subscriptions are £34.95 (UK), £68.00 (Europe), £81.00 (rest of the world). 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. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526


Abbey England .........................................67 Airowear...................................................93 Animal Health...........................................43 Animalife ....................................................3 Asmar Equestrian ........................................7 Barnsby ..................................................111 Battle Hayward and Bower ........................75 Bauer Media ...........................................115 Beau Equine .............................................88 Belstane ...................................................97 BETA International ............................26 & 55 Brinicombe Equine ....................................29 Buffera Ltd ..............................................100 Carrots UK Ltd...........................................95 Classic Showjumps Ltd ..............................77 Classified ..................................................46 Craghoppers ...............................................9 Dodson & Horrell Limited...........................33 Equestrian Supplies Ltd ...........................103 Equetech ..................................................18 Equilibrium Australia ................................85 Equine Speedskip......................................44 EquiSapiens ..............................................92 Equist .......................................................14 Essex Animal Feed.....................................89 Exo2..........................................................99 Fairfax Saddles Ltd ..................................113 Faulks & Cox Ltd......................................107 Finest Brands International ................57 & 71 Fynalite...................................................109 Golly Galoshes ............................................5 Gray’s of Shenstone Ltd ...........................104 GWF Nutrition...........................................13 Harry Jo & Co............................................19 Henderson Products ..................................29 Horka .......................................................14 Horse First ................................................86

Horseware Ireland................................63-64 Horze .......................................................98 B Jenkinson & Son.....................................83 KBIS .........................................................25 Keratex/Penleigh Irving Ltd ........................91 G R LaneHealth Products Ltd/Litovet ..........IFC Mars Horsecare.........................................17 Matchmakers International Ltd ................OBC Merial Animal Health Ltd ...........................37 Natural Animal Feeds ................................11 NT Dry....................................................105 Alan Paine Knitwear Ltd ............................96 Pegasus TV ...............................................22 Puffa ........................................................69 Regatta.....................................................51 Rugs R Us Ltd .........................................106 L S Sales (Farnam Ltd) .......................89 & 91 Schockemöhle...........................................15 Sebago.....................................................53 Shearwater Insurance Services Ltd .............25 Sherwood Forest Ltd .................................59 Shires Equestrian Products.........................81 H S Silver ................................................108 Snowhill Trade Saddlery ...........................IBC South Essex Insurance Brokers ...................23 Stuebben Riding Equipment UK & Ireland...113 Taurus Footwear and Leathers Ltd .............98 TopSpec....................................................87 Torq Fitness...............................................78 Trelawne Equine .....................................108 Virbac Animal Health Ltd ...........................34 Waldhausen GmbH & Co KG......................79 Web Directory...........................................45 Westgate Laboratories...............................39 Worklite Ltd ............................................101 www.britishequestriandirectory.com ........116 W F Young Inc ..........................................73


Derby House proposed ‘voluntary arrangement’ to creditors TROUBLED retailer Derby House has appointed three new directors – Martin Turley, Mark Reeves and Chris Storr - as part of its revival plan. Nigel Cayzer, who was appointed a director in 2002, remains in place. The company also proposed entering into a Company Voluntary Arrangement (CVA). As ETN went to press, the CVA was to go ahead subject to approval at a creditors’ meeting scheduled for 26 January. In another move, described as ‘the final stages of a restructuring process,’ Derby House has outsourced the fulfilment side of its business to a third party supplier. The Lancashire based company has one remaining retail outlet at Wrightington. Its other stores were sold or closed down during 2011. The business will now focus on expanding its internet and mail order operations which have become its largest part. Under new appointments announced last month, Martin Turley becomes operations director, Mark Reeves is commercial director and Chris Storr finance director. Former managing director, ex Mothercare boss Nigel Cliff, left Derby House in November 2011. Once its creditors had approved the proposed CVA, Derby House should be “well placed to respond to any recovery in market conditions with a profitable and more focused business operating from a significantly reduced cost base,” it announced in a statement. Mark Reeves, one of the new directors and who has worked for Derby House since taking his A levels eight years ago, said: “We are grateful for the support shown by our customers and our suppliers in the UK and overseas.” See www.equestriantradenews.com for updates

Promoting to America? PEGASUSs Television Network (Pegasus TV.com) is a 24/7 digital television network within easy reach of more than 100 million households across America. Covering equestrian and country lifestyle topics, the station has recently adopted a new virtual cable system which can deliver live national webcast plus local, regional and national advertising, news and information. It’s an ideal platform for British and European companies to promote their products and services to America, says the team at Pegasus TV.

Horse clothier awarded Royal Warrant SNUGGY Hoods has been awarded a Royal Warrant from Her Majesty The Queen. The Holt, Wiltshire based business was launched about 20 years ago when Marilyn Harford saw a need for protective underclothing for horses and ponies. Her daughter Becky Godfrey-Fausset runs the company today. “Mum invented our products and at the time called herself ‘Snuggy Hoods and Silky Bibs,’” said Becky. “People would ask us at horse shows how we kept our ponies so clean. Then Mum was www.equestriantradenews.com

asked to provide hoods for a stand at Badminton and I remember her sewing all weekend.” Having moved to its current premises eight years ago, the company now exports worldwide. Pictured is director Becky Godfrey-Fausset (left) with her mother and Snuggy Hoods’ founder Marilyn Harford.

BETA drives export missions BETA has secured £85,000 of funding from UK Trade & Investment for the 2012/13 financial year as part of the government department’s plan to direct resources towards developing markets. The money, from UKTI’s Trade Access Programme (TAP), will subsidise BETA’s programme of trade missions, including exhibiting at two new shows – Equist, at the Istanbul Expo Center, in Turkey (13 to 15 April), and the China Horse Fair, in Beijing (13 to 15 October) – in addition to Spoga in Cologne, Germany (5-7 February) and Equitana Asia Pacific, in Melbourne, Australia (15 to 18 November). Changes to the TAP scheme in the new financial year will enable companies previously unable to secure its direct funding to benefit from the supporting activity BETA will provide to participants. “Budgets as a whole are being reduced, with all funding directed towards larger-scale events rather than lots of small ones,” explained BETA executive director Claire Williams. “UKTI is really looking to add value to exporters’ activities and encouraging business in markets that are harder to break into. “Shows in Turkey and China are a prime example of this and we are very pleased that BETA trade missions will be able to take advantage of the many opportunities they offer.” The trade missions are open to BETA member and non-member companies of any size, whether a manufacturer, distributor or retailer. Firms exhibiting as part of a BETA mission benefit from the trade association’s experience of international shows, logistical support and export advice. Limited availability means that potential participants should register their interest as soon as possible. For further information, contact Tina Rogers in the BETA office, tel 01937 587062 or email tinar@beta-int.com


‘Green’ trade outlet for Burghley

A NEW Green Lifestyle Pavilion is to appear at Burghley (30 August – 2 September). Sited next to the Burghley Lifestyle Pavilion in the event’s Exhibition Village, it’s designed for trade exhibitors with “innovative natural, organic and eco-friendly products, together with expert advice ranging from conservation to sustainability,” according to Just Brilliant Events which will manage it. “We view this as a natural development of the whole ethos of Burghley Lifestyle,” said Burghley director Elizabeth Inman. "Our research has shown that visitors to events such as Burghley are very interested in embracing green principles, but need more information about the choices available to them in an accessible format,” said Jill Button of Just Brilliant Events. Burghley attracts approximately 160,000 visitors over four days.

Equestrian Clearance is 20 ONLINE retailer EquestrianClearance.com celebrates 20 years in business during 2012. A host of activities, special offers and party spectaculars are planned by managing director Lorraine Meadowcroft and her team, pictured with celebratory cake. “It’s a huge milestone and we have many new initiatives planned to make our customers’ shopping experience even better,” she said. “Good customer service, a wide range of products on offer and

great value are three of the key strategies that we have focused on to make the business the success it is today.” This year will see EquestrianClearance.com introduce new brands and technological advances to the website. “One of our biggest challenges is to keep up to date with new technology to meet consumer requirements as they demand better and easier ways of shopping,” added Lorraine.

Polo comes to Suffolk INTERNATIONAL polo comes to Trinity Park, Ipswich for the first time on 30 June. It’s rare for the Hurlingham Polo Association (HPA) to sanction a new venue for the sport, in this case the home of the Suffolk Show. The fixture will include family entertainment and polo’s

traditional ‘treading the divots’. There will also be a number of equestrian trade and information stands, say the organiser - the Suffolk Agricultural Association. Tickets cost £20 per car. Two matches will take place, Norfolk vs Suffolk followed by an England vs Australia international.

New show for London A NEW equestrian consumer show is coming to London in November. With a shopping and demonstrations format, Horse World Live takes place at ExCel, the exhibition centre and Olympic venue, on 16-18 November. The date is just one week after Your Horse Live! – which also majors on tradestands and arena displays – and happens at Stoneleigh on 10/11 November. Horse World Live is organised by Equidae, a company formed for the purpose. The directors are experienced in running exhibitions such as the Ideal Home Show, the National Wedding Show, the Ski and Snowboard Show and The Outdoors Show. The show is supported by The Sunday Telegraph. An international sized World Arena will feature professional riders in masterclasses in dressage, show jumping, and eventing. There is also to be a ‘Saddle Up’ fashion show, displays of Western riding, carriage driving, polocrosse and horsemanship plus a gala evening performance. An interactive zone, the ‘How To’ theatre, will involve practical advice from experts on topics such as buying and fitting a saddle, equine dentistry, bitting, shoeing and fitness of horse and rider. Horse World Live will also have a stallion gallery and Retail Village. “This unmissable event delivers entertainment for all, from hardcore equestrian fans to friends and families looking for a great day out,” said a spokesman. 6 FEBRUARY 2012 EQUESTRIAN TRADE NEWS

Do you want a ‘substance’ banned? THE FEI, the body that controls international equestrian sport, is inviting suggestions for consideration for its 2013 Equine Prohibited Substances List (‘the List’). The move follows requests from vets, athletes [riders] and horse owners that substances are removed from or added to the List, switched from the Controlled Medication Substances section to the Banned Substances section of the List or vice versa. The deadline for submissions to the FEI veterinary department (www.feicleansport.org/FEI_Prohibited_List_Submissions_2013_MARCH2 012_active.pdf) is 30 March. The List was produced and is reviewed annually based on the recommendations of the List Advisory Group which consists of 12 members including vets, pharmacologists, toxicologists and research scientists. List revisions are made following extensive consultation by the Group in response to scientific advances and information available regarding the use of substances in horses. The List Advisory Group members are: John McEwen (GBR), Chair; Graeme Cooke (FEI); Richard Corde (FRA); Peter Kallings (SWE); Ken Hinchcliff (AUS); Johanna Fink (NED); Tom Barragry (IRL); Peter Bowling (GBR); Steve Maynard (GBR); Kent Allen (USA); Wally Niederer (NZL); Yves Bonnaire (FRA).

Cheaper tax resolutions A PILOT introducing a new way of resolving disputes between small and medium enterprises and HM Revenue & Customs (HMRC) has been launched. The Alternative Dispute Resolution (ADR) uses independent HMRC staff to mediate between HMRC and customers during a compliance

check but before a decision or assessment has been made. ADR aims to find a fair and quick outcome for both parties, helping to reduce their costs and avoid a tribunal. It’s said the pilot, running North Wales and the north-west of England, has proved successful in 60% of disputes


Fruits of environmental success

VERM-X has received a ‘Silver’ Green Apple Award, backed by the government and recognising environmental best practice in farming and agriculture. The presentation to the Verm-X team, led by managing director Philip Ghazala, was made in the House of Commons by Liz Kendell MP and Chris Hopkins, entrepreneur and successful Dragons’ Den contestant. Verm-X, whose achievement was commended in a letter from Dame Vanessa Redgrave, was awarded the Silver Green Apple Award alongside the NHS, Welcome Trust and Eversheds.

Great outdoors comes to BETA International CRAGHOPPERS and Regatta are among the big players from the outdoor market to exhibit at BETA International 2012 this month. While Craghoppers is new to the three-day trade exhibition (NEC, Birmingham on 19-21 February), Regatta is returning 16 years after its last appearance. Outdoor brands such as Buffera, SealSkinz and Target Dry

are long-time BETA International exhibitors. Torq, a newcomer for 2011, returns this month. BETA International, now in its 33rd year, is predominantly an equestrian and country trade fair. However, pet product and now the outdoor clothing and equipment suppliers are increasingly seeing it as a fruitful destination.

Retailers had a ‘multi-channel’ Christmas THE Christmas trading period was a good test of the latest buzz word in high street retailing. ‘Multi-channel’ means selling through stores, websites, mobile phones, catalogues and social networking sites. The equestrian trade is increasingly catching on, offering shoppers the chance to buy goods when, how and where they want. Research firm IDC Retail estimates that multi-channel shoppers spend between 15% and 30% more than single-channel users. And IMRG, the industry association for e-retailing, believes that one area of multi-channel - mobile phone use - is showing clear signs of growth. Retail sales via smartphones rose from 0.4% at the start of 2010 to 3.3% in second quarter of 2011, according to IMRG. Enterprising examples of multi-channel Christmas retailing included John Lewis offering free wi-fi in-store for customers to compare prices with other retailers - and matching lower prices found. Online and catalogue retailer N Brown opened a store in Liverpool, with hitech features including a ‘magic mirror’ allowing customers to upload photographs of the clothes being tried on. Department store group House of Fraser opened a small outlet in Aberdeen where customers could order a coffee and use iPads, computers and interactive screens to browse goods for home delivery or store collection. Said House of Fraser executive director Robin Terrell: "Almost every element of traditional retail thinking has changed," he said. "Technology can enable us to do everything on a smaller scale. It changes how you sell and the space needed to sell," he said. 8 FEBRUARY 2012 EQUESTRIAN TRADE NEWS

Rumenco acquires Net-Tex RUMENCO – best known for its cattle and sheep supplements has acquired horsecare products manufacturer Net-Tex Industries. Both companies are to continue trading independently for the time being. “There’s a very good level of strategic fit between the two companies,” said Rumenco chairman Frank Heap. “Both are successful manufacturers of different but complementary ruminant product ranges. In addition, Net-Tex is active in

equine and pet markets.” Rumenco is a market leader in the ruminant feed supplement market with its Rumevite, Supalyx and Lifeline products. Founded in 1983, Net-Tex Industries supplies a wide range of animal nutrition and husbandry products for the agriculture, equine and pet sectors. The company also markets an insecticide range and aerosol products for the automotive and domestic fire and stove markets. Several years ago, Rumenco marketed the Main Ring range of horse feeds.

New hub of equine research PFIZER Animal Health has opened a new equine research centre in Michigan, USA. A few miles from the company’s Veterinary Medicine Research and Development (VMRD) Headquarters in Kalamazoo – the subject of a $75m renovation in 2009, it will serve as the worldwide hub for research and development of equine vaccines and novel therapeutics [defined as biologicals (vaccines) and pharmaceuticals (therapeutics)]. The centre adds 24,000 square feet of research laboratory space as well as paddock and pasture facilities. Pfizer Animal Health invests more than $300 million annually in research and development.


WILTSHIRE based The Old Dairy Saddlery was selling Tekna ‘leather look’ saddles for £179 last month (January). According to the retailer’s website, the Tekna GP was previously priced at £464.

COUNTRY clothing company Bonart celebrates its 90th anniversary this year. The Buckinghamshire based firm recently appointed Hal Choyce as US sales agent to cover Alabama and surrounding southern states. Founded in 1922, and still a family run business, Bonart is best known for its men's country shirts, shooting tweed and moleskin trousers, as well as ladies’ and children’s ranges. The company will be at BETA International.

SAFETY helmets have become compulsory for Canadian dressage competitors at all levels across national shows affiliated to Equine Canada. British Dressage riders who compete at advanced and above are exempt from wearing safety headgear.

SPILLERS is offering your customers the chance to win an exclusive VIP trip to London to see the War Horse stage show plus £500 worth of feed. Entry is by completing and posting the form on promotional bags of Spillers High Fibre Cubes before the closing date of 28 February.

TAURUS Footwear and Leathers has moved to larger premises at 10 Wymans Way, Fakenham Industrial Estate, Fakenham, Norfolk, NR21 8NT. Tel 01328 851432.

JOHN Rothery (Wholesale) Co Ltd has acquired a new warehouse and office complex in Hampshire. The new building covers 32,500 sq ft on a two-acre site, considerably more than the current 13,600 sq ft in Petersfield.

NHS Plus has launched a free service for small businesses in England to help them reduce sickness absence. The new Health for Work Adviceline is for organisations with fewer than 250 employees who often feel the burden of sickness absence the hardest. The tel no is 0800 077 8844. www.equestriantradenews.com


Never mind the internet, the rise and rise of the countryside chain store and equestrian superstore has changed our trade forever. But that’s not necessarily a bad thing, says Penny Richardson.

Britain. Although she believes it important to remain true to Countrywide’s roots, Sara considers the equestrian side a “natural progression”. “The best seller on the equestrian side is our own brand feed,” she says. “Our own brand haylage is also doing well.” An added extra for Countrywide customers is the company’s quarterly Stable Talk magazine, resurrected recently after a seven-year absence and offering incentives such as clinics and demonstrations by eventer Oliver Townend. “It’s free to customers in every store and is aimed at making them feel part of a ‘club’,” says Sara, whose stores also run one-day equine events, where there are special offers, plus experts and equestrian stars on hand to meet customers. Countrywide ensures that staff members talk their customers’ language. “We’re very aware of how passionate horse people are and we put a lot of emphasis on knowledge. All our equestrian retail staff have to pass BHS stages 1 and 2 before they’re allowed to start product training, so I’m confident that they can give correct advice,” says Sara. “We have the most amazing staff and they are the ones who’ll help us continue to grow.”

All our equestrian retail staff must pass BHS stages 1 and 2 before they’re allowed to start product training.


n days of yore, when equestrian consumers wanted to buy feed, tack or other horsey gear, they had to make trips to several different locations. Now, thanks to the growth of the major chains, it’s possible to find everything they need — and more — under one roof. No matter where people live in the UK, the chances are that they aren’t too far from an equestrian superstore. They can even spend the day there, as many established chains have gone down the ‘garden centre’ route by adding equestrian goods to their household and country clothing ranges and also having decent restaurants on site. It seems to be working, too, as Sara Blackshaw, category manager for Countrywide Farmers, reports that the equestrian retail side has shown the best growth of Sara Blackshaw: all lines over the past best seller is our year. own brand feed. As its name suggests, the company started as a farmers’ mill business and has grown into a countryside goods retail giant, with almost 50 stores across the west side of

The ability to diversify appears to be helping retail chains stay ahead of the game. Another company that hasn’t stood still is the 2011 BETA Large Retailer of the Year, Kent-based family business Speedgate Equestrian, despite staying equestrian-based on the retail side at the present time. “We’ve grown mainly through the purchase of the Frogpool Manor internet business,” explains managing director Ashley Hollands. “We’ve also ensured that we employ the best and most knowledgeable staff. The way for retailers to survive is to offer a service above and beyond their rivals and you can only do that if you have the right staff.”


As well as two retail stores and Frogpool Manor, which also has its own brand goods, Speedgate’s businesses include a livery yard and a busy show centre. “That’s how we started 30 years ago. It was a former pig farm that we turned into an equestrian centre,” explains Ashley, who is now looking to the future. “At some point in the next year or so, we’ll be thinking about another acquisition,” he says. Yorkshire-based R&R Country is growing too. It has opened a new outlet near the country pursuits hotspot of Melton Mowbray in Leicestershire and managing director Sue Moxon reports that the country clothing side is going best of all in both R&R stores. “Equestrian sales are holding their own, though, and we find the mixture of products [including saddle fitting] works very well,” she says. One downturn Sue has noticed is in feed sales — and that’s not all due to the recession. “The mild weather has made the grass grow and allowed people to keep their horses turned out for longer this year. That means they aren’t using so much feed, which is good for their pockets, but not so good for us!” she explains. The ‘Tesco’ factor They may be giants on the country and equestrian stage, but all these retailers have had the ‘Tesco factor’ to take into consideration. When the supermarket chain first introduced riding wear into its biggest stores in 2006, there was an outcry from many in the horse world, particularly as hats were being sold unfitted. However, most equestrian retailers have now realised that there could be hidden benefits. “It doesn’t bother us at all and it may even be a very good thing,” says Sue Moxon. “When people first decide to start riding, they might buy a pair of jodhpurs from Tesco, but once they get serious and move up a level, they start to buy more specialised gear from tackshops and equestrian stores. Anything that gets more people interested in riding and horses must be good for the industry.” At the time of the launch, a Tesco spokesman said: “We see the equestrian market as a growth sport and our range is about bringing affordable equipment to a broad range of people.” Although no sales figures are available from the supermarket chain, these must have been reasonable, as consumers can now buy everything from rugs to boots via its Tesco Direct website. There is plenty of experience in equestrian retailing and many companies have a long history. One of the best known is Robinsons, which started life in 1867 as www.equestriantradenews.com

a small saddlery in the Greater Manchester town of Wigan. The company has since grown into one of UK’s leading equestrian names, with megastores in Ashton and Basingstoke, the original superstore in Cannock and a slightly smaller outlet in a Cardiff garden village, all focusing on equestrian goods, from everyday to ‘boutique’. The Robinson company ethos is “choice, service and innovation” and the majority of the retail staff members are horse owners or riders. “As a horse owner myself, I know how we like to chat before deciding what to buy and we give our staff plenty of on-the-job training,” says Jane Brogan from Robinsons. So, will this giant continue to expand? The answer: “Watch this space.”

Anything [even Tesco stocking equestrian lines] that gets more people interested in riding and horses must be good for the industry. Another major player in the north of Britain is WCF Country Centres, which started in 1911 as a farmers’ co-operative and now runs 11 centres from its head office in Carlisle. As well as offering everything needed for rural life in its stores, WCF runs a thriving internet business selling luxury — non-equestrian

— items aimed at the older and more affluent market. “Considering the tough economic times, the equestrian side is doing very well,” says general manager Dave Findlayson. “I think you could say that we’re fairly optimistic and that it still has potential for expansion.” Goods such as feed, bedding and horsecare and riding wear are sold at all the company’s centres. “There’s nothing frivolous. What we provide is good, honest, fit-for-purpose stock and our own brand feeds are proving very popular at the present time,” says Dave, who believes WCF offers customers a similar experience to that of a local tackshop. “As we also sell pet and farm products, we ensure that all the staff we take on have an interest in animals and in every store there are also people who own, ride or just love horses, who can advise customers on what to buy,” he says. “And even if we don’t stock a specific product, if someone wants it, we’ll do our best to get hold of it for them. “When I joined WCF a few years ago, I was amazed how much repeat business there was on the horse side. And if people keep coming back, we must be doing something right.” Moving south to Devizes in Wiltshire, the TH White Group, which began as an ironmongery business in 1832, now encompasses everything from motorcars and construction to horse trailers and agricultural machinery. Its flagship country store in Marlborough now has an increased equestrian presence and the company is taking the horse world seriously: it recently sent four employees on a BETA safety course that includes hat and body protector fitting. This will enable TH White to add equestrian clothing to the feed, bedding, rugs and supplements it already sells.

Top eventer Oliver Townend cut the ribbon at R&R Country’s second store which opened in Melton Mowbray last Spring.


Countryside customers have their own quarterly magazine.

So has all this change affected the independent saddlery shop? Well, surprisingly, not too much according to Adrian Benge. Adrian and his wife, Sheila, started Buttons Saddlery in Woking, Surrey, 39 years ago and their single shop and workshop are still going strong. Adrian is a Master Saddler — they gained their Royal Warrant in 1999 — and it was only due to Sheila’s ill-health two years ago that they decided to stop spending their summers taking a tradestand to major shows. They faced a new challenge at the beginning of 2010 when a Robinsons equestrian megastore opened 15 miles away in Basingstoke. “I expected it to hit us somewhere, but I haven’t really noticed it yet,” says Adrian. “In fact, I believe any slight downturn in the business has been caused by the recession and last year we actually did rather well.” Adrian is also happy that he can stay competitive on price. “I’ve been told by some customers that our prices are very similar, even when the superstore had a sale,” he explains. Buying power What about buying power? Surely that gives the major chains an advantage? “I’ve always found that equestrian distributors give the best discounts for prompt payment, not bulk buying, so that doesn’t seem to have affected us too much,” says Adrian, who reports that making repairs has kept him busy in the workshop during these cost-conscious times. “It’s a fact of life that the big retail chains and superstores are here to stay, so we’ve just had to get on with it and compete as best we can through selling via the internet as well as in the shop,” he adds. “But because people like to be able to chat to knowledgeable staff who remember them and ask about their horses, I’m confident that there will always be a place and a job for the independent saddlery.”


Courteous or a red rag? Dear ETN, on the ETN website I read with interest the breaking news story h also appears in this [whic g’ ‘POLITE hi-viz advert was misleadin issue of ETN]. officer is the cleverest I do not believe dressing up as a police le who do not like the way to go out riding. There are lots of peop us danger when serio in s selve police, so riders could put them k. ebac hors on rable they are already vulne and does not cause Wearing proper certified PPE is sufficient offence to other road-users. Yours etc Name and address withheld.

Thank you, saddle fitters Dear ETN We wanted to express our gratitude to those Registered Qualified Saddle Fitters who wrote such a supportive letter to ETN [December 2011]. It had always been a fear that our product would be misinterpreted as a threat to saddle fitters and we are so relieved that this has not happened. How wonderful that they like our kit, allowing us to work together to encourage more riders to use a saddle that’s been properly fitted and allow more horses to be pain free in their saddles. Our kit will not take custom away from Registered Qualified Saddle Fitters. Quite the contrary, it would be more likely to drive riders towards them as they realise the importance of correct saddle fitting. Also, we are thrilled to announce that since the first article [ETN, November 2011] about our new product was published, Frank Baines and Heather Moffett have endorsed our product. Thank you to them and thanks, once again, to those generous Qualified Registered Saddle Fitters for their very kind words. Yours etc Clare Albinson & Lyndsey Scott, The Perfect Fit Saddle Fitting Kit. • ETN editor says: The Perfect Fit Saddle Fitting Kit is exhibited at BETA International, along with a number of other innovative new ways of measuring horses’ backs for saddles – plus pressure points created on backs by saddles.

ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity.


Designed to flatter New Pegasus Pinstripe jodhpurs from Richard Gorringe Ridingwear are designed to give a flattering look – the tapered pinstripe appearing to knock inches off the hips. This cotton rich jodhpur also features a front zip fastener, belt loops and an inside fob pocket. Available in black and navy, in sizes 24-34 inch waist, it has an RRP of under £40. t Richard Gorringe Ridingwear 0121 355 4258.

Ultimate outdoor jacket THE new Arras Rain Jacket by Baleno will appeal to a whole host of outdoor loving customers. Made from Flexothane, comprising a polyurethane coating on a knitted base fabric, the jacket is water and windproof, stretchable, tear resistant and machine washable. It is also noiseless, making the Arras Rain Jacket ideal for wildlife watching or deer stalking – as well as around horses. t John Rothery (Wholesale) 01730 268011

Stylish mobile storage THE trouble with Land Rover Defenders and similar 4WDs is that the rear luggage area is visible to any passer-by, making it a problem to keep valuables out of sight and safe. Not any more, thanks to these new, sliding-drawer storage cabinets from Madebyboo. With a lockable drawer section and plenty of internal trays, it’s the ideal hideaway for the handbag, video camera, sat nav and all those other items you don’t want on show. Mobile traders, such as saddle fitters, could store their credit card machine and cash float there too. With ample storage capabilities, Madebyboo cabinets are already popular in the shooting market. Importantly they provide a flat, weight bearing surface on top for saddle racks or the dog to sit – or for doing the paperwork. A choice of luxurious fascias is offered, while the construction of these cabinets ensures the drawers close with a reassuringly good quality ‘thud’. The manufacturer also offers a bespoke service; RRP around £479. t Madebyboo 01457 835885.



Why this supplement’s in demand LITOVET is a scientifically proven joint supplement that has been proven to play a key role in improving horses’ mobility. It’s also proving popular with retailers. LitoVet: scientific As Jenny Fitzpatrick, a sales agent for trials support its efficacy. LitoVet, explains: “I was excited by the story behind LitoVet from the outset - it is different from any other joint supplement on the market and it has some very interesting scientific trials supporting its efficacy. “Before taking on the product, I tried it on two of my three horses. The results were outstanding; my dressage mare showed a marked improvement in her work and I could hardly believe the difference it made to my gelding. Both my trainers commented on the improvement in his way of going and I was astonished by the change in the horse’s disposition and willingness to work – he genuinely seemed happier. Seeing the results with my own eyes convinced me that this product was one I wanted to get behind.” LitoVet is the only joint supplement to contain the active component GOPO (a glycolipid), as well as a bio-available source of vitamin C and other antioxidants, both of which can help the body’s ability to heal itself, thereby speeding up recovery from exercise. Retailers are increasingly asked for LitoVet, as Emma Cornish from Unicorn Saddlery in Somerset explains: “We ordered LitoVet initially for a customer who had two 50 mile endurance rides to do back-to-back and was concerned about the possibility of their horse tying up. However, the horse’s outstanding recovery and soundness was remarkable. We’ve also found LitoVet to be popular with those involved in eventing and hunting in our area.” Lanes Health, the Gloucester-based company behind LitoVet, is committed to providing product training for retailers as well as marketing support. It was this commitment that inspired Garrett’s Saddlery in Draycott to stock the product. “When we’re saddle fitting, we see a number of horses with mobility issues and it’s great to have such an interesting product to offer,” said Julia Garrett. “Because of the marketing support, customers are now recognising it on the shelf and trying it for themselves too.” t Lanes Health 01452 542012.

New and easier-to-use THE intestinal hygiene control product Verm-X has become even easier to use thanks to new packaging containing five individual sachets. The sachets eliminate the need to measure pellets and can be added to feed or fed as a treat from the hand. One sachet is used every day for five consecutive days each month. The new packaging carries a ‘Veterinary Approved’ logo and an acknowledgement of the Veterinary Medicine Directorate's (VMD) acceptance of the marketing of Verm-X which differentiates it from the illegal marketing of unlicensed products. Verm-X consultant vet Nick Thompson explained: “Having such a powerful and effective product containing only herbs for supporting the intestines during periods of challenge, and that promotes health, is a revelation. “People using Verm-X can be confident that they are providing their animals with a natural and effective product free from harsh chemicals.” A 250g box of Verm-X Pellets for Horses & Ponies (containing 5 x 50g sachets) retails at around £11.95. t Verm-X 0870 850 2313. www.equestriantradenews.com

– ETN reviews the latest equestrian books

Dressage Principles based on Biomechanics (£34.99) by Thomas Ritter, published by Cadmos. THIS is a beautifully illustrated and detailed book for the true dressage enthusiast. Dr Ritter analyses, compares and contrasts the teachings of the dressage masters starting in the sixteenth century, moving through to modern day and details a structured system of training combining the classical principles with an understanding of equine biomechanics. Although quite complex, this is the first book I have read that puts the principles of biomechanics into practice. His very systematic approach to training is based on three building blocks consisting of the rider’s aids, basic arena patterns and the more complex dressage movements. Using these building blocks, he shows how exercises can be developed to suit a horse’s individual requirements. Interestingly he also covers techniques such as stirrupstepping and riding off a lunge cavesson that are rarely covered and yet can still have a role in training. Although not a book for a beginner, it is be a useful addition to the library of any dressage rider or trainer with an interest in the principles as well as the practice of training a supple, healthy and happy horse.

Enlightened Equitation (£29.99) by Heather Moffett, published by Enlightened Equitation. WRITTEN in a conversational style, this book is an update on one of the same title published some years ago and builds on the knowledge gained since the first edition was published. Heather’s approach is common sense and sympathetic with her goal being to teach a “kinder way to ride and train”. With a young Iberian horse that is being rather difficult at the moment, I picked up many useful tips from the case studies given. This is not a traditional instructional book combining as it does some detailed step by step explanations of how to ride certain movements with examples of students past and present used to illustrate many of the points being made. This makes the book very readable and easy to relate to with so many of the ‘guinea pigs’ shown being apparently quite normal horses and riders. Readers will also find the chapter on ‘Understanding schooling terms’ of particular use. The only thing to let down this book was the quality of some of the photos. Heather does make reference to this in one instance, claiming the content is more important than quality; this is undoubtedly true, however it does spoil what is otherwise a very good book and one I would gladly add to my own library. Claire Williams


RETA IL TIP GET SET FOR THE STUD SEASON FEEDING breeding and growing horses may seem confusing when it comes to advising owners on the appropriate product to use, but it needn’t be this way, says Clare Barfoot of Spillers. The first thing is to know your clients. For example, if your business is based in a Thoroughbred breeding area, you’ll need to stock products different from a retailer surrounded by Welsh Cob Studs. During the first eight months of pregnancy, any mare without a foal at foot does not require specialist nutrition. However, as the she moves into the last three months - when most foetal growth (around 80%) occurs - her needs become more specific. For instance, nearly half the copper, zinc and manganese accumulates within the foetus in the tenth month of the eleven month pregnancy. During this time, a Thoroughbred mare is likely to need a stud cube or mix fed at 30-40% of her total diet. For good doers, warmbloods and natives, a stud balancer such as Spillers Gro ‘n Win or Baileys Stud Balancer will provide vitamins, minerals and protein without extra calories which could contribute to obesity and increase the risk of developmental problems in the foal. Lactation has the biggest demand for energy on the mare, although the mare’s breed and time of foaling will have a large bearing on what and how much to feed. A Thoroughbred mare foaling in mid-winter may need up to 60% of her total ration fed as a stud cube or mix whereas a native type foaling in April onto spring pasture will only need a stud balancer. Foals normally start nibbling their mother’s food soon after birth and again their feeding programme needs to be tailored to breed, the time of year and grazing quality. Every foal needs some form of supplementary minerals by six weeks of age as the reserves with which they were born diminish. Options available are creep feed, youngstock pellets, stud mix or a stud balancer if the foal is a breed that is typically a good doer. It’s important to establish the foal on a suitable feed before weaning to avoid large changes in diet during this already stressful time. An essential rule with youngstock is not to over-feed them as this can increase the risk of developmental orthopaedic diseases. If you want to keep your product line up simple, choose a good quality stud cube, a stud mix and a stud balancer as these will cover most situations. In specialist Thoroughbred breeding areas, adding in a mare’s milk replacer, a creep feed and a prep mix may be beneficial. t Spillers 01908 22626.


Hits the right note

One-wheeled workhorse

MOUNTAIN Horse is convinced its new Sonata jacket will fly off retailers’ clothing rails this spring. The fabric is the height of fashion and the cut so very flattering; great design details make it suitable to ride in for those who want to wear it on a horse. UK distributor Horsemasters Distribution has some beautiful supporting photography which is available for stockists’ website and print use. Available in navy, tribal red or atlas green in sizes XS-XXL, the RRP is £110. t Horsemasters Distribution 01462 432596.

THE new Stubby Shifter wheelbarrow from Abbey England is a formidable workhorse with a galvanised frame and reinforced steel tipping edge. Light to handle and well balanced, it has high sides which can accommodate big loads including bales and feed sacks. The Stubby Shifter has a 40cm single pneumatic wheel and comes in blue, green, pink and black. t Abbey England 01565 650343.

Everyday glove from top brand GERMAN glove brand Schwenkel has launched a lightweight everyday glove aimed at the leisure rider in all disciplines. The Schwenkel 4 You is made from soft, durable, machine-washable Amara faux suede for exceptional grip and contact on the reins. The wrist has a wide Velcro band for a secure fit. With an RRP of £30, colours are brown or white and sizes 6.4 to 10 t Zebra Products 01352 763350.

Buff for babies EVERY season, the Spanish manufacturer of Buff multifunctional headwear creates new designs. Spring/summer 2012 sees the introduction of its first High UV Protection headwear collection especially to fit babies and children up to three years old. The range includes 11 designs in Headband Buff, 22 new prints and patterns in the existing simple tubular High UV Protection Buff as well as the first High UV Protection Buff headwear for babies. High UV Protection Baby Buff is sized especially for little heads and necks and in four cute designs. It’s been tested and proven to block at least 93% of UV rays. High UV Protection Buff is also available for juniors and children. Original High UV Protection Buff has a trade price of £6.62 and RRP of £14. High UV Protection Baby Buff is priced at £6.62 to the trade with an RRP of £11.67 (no VAT). t Buffera 01707 852244.

This handsome racehorse is one of several to benefit from Vale Brothers’ support of the Thoroughbred Rehabilitation Centre (TRC), the original charity dedicated to the welfare, retraining and re-homing of exracehorses. Two qualified Society of Master Saddlers (SMS) saddle fitters from Jaguar Equestrian by Harry Dabbs (distributed by Vale Bros) have been working with staff at the TRC to develop a range of saddles suitable for the various types of Thoroughbreds. The company has also provided six new saddles. “We are delighted with the saddles,” said TRC yard manager Kath Pinington. “It’s so satisfying to see the horses working in a relaxed and happy manner, and the difference Harry Dabbs saddles are making to their retraining and ultimately their futures.”

Rolex has become an official partner of the Alltech sponsored FEI World Equestrian Games (WEG) 2014. The Swiss luxury watch maker has been involved in equestrian sport since 1957. Hosted by France, WEG 2014 will take place from 24 August to 7 September. The competition venues are the historic city of Caen, capital of the Basse-Normandie region, Haras du Pin, home to many eventing competitions, and the UNESCO World Heritage Site Mont-Saint-Michel.

Baileys Horse Feeds is supporting a series of winter training competitions run by British Eventing (BE). The Jumping and Style (JAS) and Jump Training series culminates in a final at Addington Manor on 25 February. “BE’s winter training series is great for blowing away winter cobwebs and getting focused on the season ahead. It’s also a good time to consider how a horse’s diet can affect performance and we thoroughly enjoy meeting and talking to those who take part,” said Baileys marketing manager Jane Buchan.

Sixteen year old carriage driver Michael Hodgson, who’s sponsored by Abbey England, is pictured competing his ‘single’ horse Mister D’Arcy. He also drives a pair of ponies Brownie and Pumpkin who won at Holker Hall last season. Cheshire based Michael started riding aged four and began driving when he outgrew his first pony. His team of Shetlands Pumpkin, Blackie and Brownie and Welsh Section D Mr D’Arcy are bitted by Abbey England with its British-made driving bits. Peter Phillips of Abbey England said: “Michael is an excellent driver, we’re confident he’s going to have a fantastic 2012 – and we’ll be supporting him every step of the way.”

Feeding a need for knowledge

The Orchard Farm Equestrian team, from left, Sue Stevens, Charlotte Murray, Catherine Stevens and Richard Stevens. Photo: Steve Moore

ETN visits Orchard Farm Equestrian where responsible retailing is the aim.


e only sell “products we believe in”. That’s the bold claim emblazoned on the signage that welcomes customers to a new retail business in north Leicestershire. Orchard Farm Equestrian, at Plungar in the Vale of Belvoir, is run by Richard Stevens who’s combining feed, supplement and bedding sales with sound advice to horse owners. Richard is a great believer in letting horses be horses, a philosophy his partner Charlotte Murray, an equine vet, encourages. Feeding horses predominantly on fibre is, says Richard, a “biologically appropriate” way of keeping them. However, this idealistic stance can pose something of a dilemma when it comes to deciding what to stock. “Fibre feeds such as Dengie’s range clearly fit the

bill, as do feed balancers,” he said. “But when it comes to the cereal based coarse mixes, what do I do? Do I try to steer customers towards fibre feeding, which is better for their horses, or do I meet their demands and sell them a coarse mix? “My aim is to try to educate them, so that they make the right decision for themselves. I can’t tell them what to feed, but I can encourage them to read the back of the bag and understand what it means.” Richard is an all-round horseman who loves his hunting but also appreciates the more ‘holistic’ methods. “I admit that I’ve learnt a lot about horse management and welfare since getting together with Charlotte,” he said. Richard is also backed in his new venture by his mum Sue and sister Catherine. But this is no cosy, round the kitchen table operation. Yes, the Stevens are from a farming


background, and yes they have horses in their blood, but that’s where the rustic fluffiness ends. Richard was formerly in agricultural machinery sales, purveying £100k plus tractors. Sue is a primary school teacher with a wonderful way with people – and a quick finger on the adding machine and Catherine, a keen rider, holds a high powered nursing post. When she’s not working in the veterinary practice, Charlotte is hands-on with the horses. Orchard Farm Equestrian’s shop, which officially opened last month [January], is integral to a vast American barn with the feed store taking up several ‘retro’ Victorian loose boxes. Above on a mezzanine floor and with a fantastic view of Belvoir Castle is ‘Orchard Farmacy’ stocked with wound care, grooming products and supplements. Outside, there’s an allweather arena, plenty of

parking plus a delightful array of residents from a large but friendly pig, ducks, guinea fowl, geese and a selection of dogs. On the gate hangs a brace of partridge, Richard being a keen shot. Already in stock are Dengie, TopSpec, Equimats, Borstiq brushes, Nedz bedding, Tuffa boots, Nomad pressure washers plus a selection of top brand supplements and wound care products – all

I can’t tell customers what to feed, but I can encourage them to read the back of the bag.


carefully chosen and the subject of Richard’s encyclopaedic product knowledge. With education – and publicity – in mind, Orchard Farm Equestrian was to run an Open Weekend at the end of last month [January]. Widely advertised locally, the programme included free natural horsemanship demonstrations with Mickey Gavin and a Sport Endurance pleasure ride from the premises. Plenty of support came from suppliers such as Dengie and TopSpec with the provision of experts to talk to customers as well as a horse weighbridge, marketing and point of sale material. Orchard Farm Equestrian’s mobile business is ahead of its bricks and mortar operation, the business having exhibited at several regional shows, horse trials and team chases last autumn. “It was a great way to build awareness, meet local horse people, find out what they need and answer their questions,” said Richard. Keen to do more shows, he’s currently in talks with Belton organiser Stuart Buntine to provide an ‘advice marquee’ at the Lincolnshire fixture next Spring – and possibly at other events too. Meanwhile, he’s keen to talk to suppliers with products appropriate to the Orchard Farm Equestrian way of doing things. “I want to work with companies that are keen to educate – because only through education can we enhance the market,” he said. “In the course of her work as a vet, Charlotte sees so much metabolic syndrome, laminitis and other problems connected with over-fed, over-weight horses that she’s a great believer in simple, fibre based feeding – and I’ve come to see her point.” About 20 horses hack past Orchard Farm Equestrian’s front gates every weekday morning, more at weekends. “We have everything going for us,” said Richard. “We’re in a great catchment area and we’re offering a niche service that’s very different from the average chain store. “I’m definitely going to give it a go.” And if energy and innovation have anything to do with it, there’s no doubt he will. www.equestriantradenews.com

SUPPORTING NEW STOCKISTS ETN asked Dengie Horse Feeds about the back-up it gives a new stockist such as Orchard Farm Equestrian. Dengie Horse Feeds offers an extensive support network for all its stockists to enable them to promote the brand to their customers with confidence. New stockists might need additional advice, so Dengie’s area sales managers – who have all had extensive nutrition training as well as plenty of equestrian experience – are on hand to help. They are pleased to arrange regular visits to a retailer’s store, take part in open days, give talks on feeding, organise weighbridge clinics and even bring along a senior member of the nutrition team if booked well in advance. Product Advisor Courses – at bronze and silver levels – are written by Dengie senior nutritionist Katie Williams and offered to all stockists. They are an effective way of developing a solid understanding of the brand, its feed ranges and how to use them, as well as providing basic knowledge of the horse’s digestive system and an appreciation of the benefits of alfalfa. Stockists also have the benefit of the Dengie Feedline, tel 0845 345 5115, where expert help is easily and consistently available for store staff. Monthly sales promotions are offered throughout the year to help get tills ringing. This month, for example, Dengie is offering £2 off each bale of Alfa-A and Hi-Fi Molasses Free. Promotions such as this, coupled with effective advertising campaigns, help Dengie to support its stockists. The company has an extensive range of product literature, clearly written and attractively illustrated, to help stockists remain abreast of all feeds, licks, balancers and supplements available – all presented in a handy folder where they can be kept for easy reference. Point-of-sale material, such as posters, banners and shelf barkers, are all widely available for stockists to display at strategic points around their stores.

Putting fibre first A diet rich in good quality fibre is essential for the wellbeing of all equines. Dengie’s range of natural, healthy feeds contains alfalfa – a great source of fibre that is also rich in vitamins, minerals and antioxidants. Grown by Dengie for more than 40 years, alfalfa is an environmentally friendly crop because it provides ground cover for birds, animals and insects in the winter months and helps to reduce the amount of carbon released into the atmosphere, with the fields ploughed only every three years. Alfalfa used by Dengie is home-grown in Essex and Lincolnshire, a maximum of 10 miles from the drying plant where the harvested crop is carefully dried to lock in all the goodness – that really is low feed miles! It is here that the alfalfa is combined with other ingredients to create the trusted range of scientifically developed feeds. Dengie’s portfolio includes the Alfa-A and Hi-Fi range of fibre feeds – some of which provide as much energy as mixes and cubes, so can be used to provide even horses in harder levels of work with a cereal-free ration that reduces the risk of digestive upsets and diseases. They can also be used as partial or complete hay replacers. The company is committed to promoting the benefits of fibre diets, particularly for improving health and allowing horses to demonstrate more natural eating behaviour. For example, awareness of gastric ulcers seems to be increasing and, although many people know that using a high-fibre diet is beneficial in reducing the risk, few are aware that alfalfa has independently been shown to reduce the incidence of gastric ulcers more effectively than other types of fibre, including unlimited access to pasture – a ringing endorsement for the health benefits of this amazing plant. Dengie exhibits at BETA International 2012.

Monthly sales promotions are offered throughout the year to help get tills ringing


POLITE hi-viz ad. was “misleading” A LEAFLET advertising Equisafety’s POLITE range of high visibility equipment misled consumers by implying that the product had been approved by the police, the Advertising Standards Authority (ASA) has ruled. Seen in October 2011, the literature stated "The POLITE RANGE by EQUISAFETY is the fastest selling high viz product in the equine market. It has been proven time and again that is [sic] slows car drivers down and has been Police consulted". Equisafety told the ASA they did not believe that the words "police consulted" implied that the police had approved the product. They provided evidence of email correspondence with a police force in which Equisafety requested that the police approve the product, as the range of equestrian clothing closely resembles that used by the mounted police. They said they had also been in touch with a number of other police forces regarding the product, but did not provide documentary evidence of this. Equisafety also said that after having previously assured the ASA that they would not refer to the police having been consulted about the product, using the words "police consulted" on the leaflet was the result of human error. They said they would remove the words from the remaining leaflets. While it acknowledged that Equisafety had been in contact with the police regarding the legality of their product, the ASA noted that, in an emailed response to Equisafety, a police officer gave the opinion that the product was acceptable. “We further noted that the advertisers did not supply evidence that any police organisation or police force formally endorsed or commented on the products, beyond the e-mail correspondence with an individual police officer,” said the ASA. “We considered that using the words "police consulted" implied that a formal consultation process had taken place, and that the police had approved the product. As this was not the case we concluded that the ad was misleading.” Equisafety was told by the ASA not to state or imply that the POLITE range had been consulted on or approved by the police.


Thieves hit Zebra Products for £150,000 THIEVES got away with around £150,000 (at retail) worth of luxury leather riding boots and saddlery when they broke into Zebra Products’ Flint, north Wales premises overnight on 17/18 January. Managing director Simon Middleton has appealed for information from anyone in the trade who is offered any of the distinctive goods. “The criminals must have a ‘route to market’ to enable them to be able to turn these goods into cash,” he said. Zebra Products is insured. The premises, from which Zebra distributes high-end European brands to the UK and Ireland, were broken into with great force by what police believe were highly professional thieves who knew what they wanted. Stolen items include leatherwork, saddles, long riding boots and whips. “They took around 28 pairs of Veredus Guarneiri boots (pictured), all our Konig riding boot stock which at cost was around £40k and lots of Equipe and Amerigo bridlework plus

around 15 saddles,” Simon told ETN. “The saddles they took were mostly our ‘white elephant’ ones - cancelled orders or misfits. They also took Fleck whips, particularly driving whips.” The offices were ransacked with a laptop and Blackberry stolen. The computers were not touched. “We had CSI here all day yesterday, finger-printing the premises and analysing footprints and tyre tracks. My staff were very upset about the incident but we are determined our customers will not be effected,” said Simon. “I would be really grateful if all UK and Irish retailers could keep a close eye and ear out for any of these products being offered for sale in the marketplace. The Amerigo and Equipe saddles and Konig and Guarnieri riding boots are only sold through a limited amount of retailers so I am sure any sightings of stolen goods appearing on the market will become quite obvious.” Contact Zebra Products on 01352 76335

Stoneleigh braced for HS2 A TUNNEL taking the High Speed Two (HS2) railway line under Stoneleigh Park has been welcomed by the company that manages the Warwickshire venue. Andrew Bull, director of LaSalle Investment, said his company remained committed to its £50m development plan for Stoneleigh Park. “We continue to share the interest of local residents in a covered tunnel that would take the line under the park,” he said. LaSalle aims to attract agricultural and equine businesses from around the world to the former home of The Royal Show.


How to safeguard your stock Stock is a retailer’s lifeblood – you can’t trade without it. So how best to protect yourself against stock getting lost, damaged or stolen?


he retail sector is often busy accidents can happen no matter how many precautions you take. If you are based in a shop or travel with stock on board the risk of loss is real. People often look at commercial insurance as an unwanted expense when in fact it is an investment in your business. Insurance may cost, but if your stock was stolen or destroyed the payout you would have to make would be more than the cost of your premiums! By protecting your expensive stock you can rest assured that if something goes wrong in-store or on the road, it won’t be you picking up the bill. Insurable perils, such as flooding or fire, can cause major upset and cause a business to lose significant amounts of money, not just in the cost of stock, but also for the money lost during times when you are not able to trade. There are measures you can take and things to bear in mind, but Business Interruption cover is a vital element to your policy.

Protect stock in-store and in transit • Most insurance companies have a stillage level, usually 3 – 6 inches, which means that any stock that could be damaged by insurable perils should be at least this level off the ground. Protect your stock by keeping feed on pallets and clothing on rails to prevent any damage should a flood occur. • In the case of stock in vehicles, check your policy details and ensure that you are covered for commercial use. You can also include Unattended Vehicle Cover, which means that when you are parked and away from your vehicle, for example filling up with fuel, your stock is covered. However some insurers insist that there are always two people travelling with expensive stock to minimise the risk. Always remove any stock from your vehicle overnight. • Ensure your shop is equipped with fire extinguishing equipment so that in the event of a fire you can act quickly.


• Make sure your shop is fitted with up-todate and functioning alarm systems and locks. • Blinds or shutters are advisable to obscure what’s inside a closed shop. • Security lights are useful to help deter thieves.

Protection within the industry If a large outlay has been made on stock and it doesn’t turn up, is faulty or your supplier goes out of business you could end up making a loss. This is why Shearwater Insurance advises filtering any new suppliers to check that they are a reputable and reliable. In the event that damage occurs to stock in which you have already invested through an insurable peril, while it’s still in the hands of your supplier, you could be able to claim for Business Interruption for the sales you are losing out on, although this is often an addon to the policy.

Tips to reduce risks • Don’t rely on a single supplier; if all your products come from just one supplier, what would happen if they went out of business or dramatically raised their pricesparticularly if you stock brand-name products which your customers rely on? • Maintain relationships with other suppliers even if you don’t use them; then, if you need to replace your supplier or make emergency orders, you can do. Shearwater can help you protect your business. It offers comprehensive insurance packages for businesses providing everything you need to protect your livelihood. Packages include accidental damage, business interruption, buildings cover, loss of rent, shop front and glass, public and employers liability, stock, goods in transit, money cover, electronic and computer equipment and business records. t Shearwater Insurance 01992 707316

It’s all in the small print... ETN asked South Essex Insurance Brokers (SEIB) to answer equestrian businesses’ frequently asked insurance questions. Q. Is it possible to insure against snow, flood or other ‘natural’ disasters affecting my customers’ ability to reach my shop? A. Cover is provided for damage to the property by an insured. The insurer should cover damage to the premises following peril eg. fire, storm, flood, lightning, explosions, aircraft, etc but no cover is provided for accessibility if customers cannot get to the premises. Some policies do provide loss of attraction but you will have to check your policy wording carefully or discuss this with your broker to see in what circumstances they can provide cover. Q. My saddlery shop is well protected from break-ins with alarms, CCTV etc. In fact, I have more trouble with casual shop-lifters. So far, I’ve shrugged my shoulders and taken their petty thieving on the chin. But how do I stand from an insurance point of view? A. The wording on insurance policies is quite specific; to prove a theft claim there must be forcible entry and exit from the premises. In essence, this means that the thief must break in causing damage such as breaking a window or snapping a padlock. Therefore, loss from a shoplifter is unlikely to be covered by insurance unless, for example, they have broken into a cabinet to steal an item or there has been a threat to the proprietor or staff i.e. theft, forcible or violent theft. Q. I run an internet only retail business and am planning to take a tradestand at six local shows during the coming season. What additional insurance cover do I need? A. The most cost effective way to include cover for a tradestand is to extend your shop/retail insurance policy. The cover may already be in place including transit of the stock to and from the show and while it is at the show. Speak to a specialist broker and look at the insurance cover already in place. It is possible to take out an exhibitor’s policy on an individual or annual basis to cover public liability and the insurance can be extended to cover stock.

policies include product recall but some don’t, so it is important to read your policy wording and speak to a broker experienced in this type of insurance such as SEIB.

Q. I’m a self-employed saddle fitter, so most of my work takes me onto stable yards to visit clients. Several horses I’ve fitted with saddles lately have been rather unruly; it would be so easy to get hurt by one of them. Do I need extra cover in this respect? A. As you are self-employed, it is unlikely that you would have any income should you be injured in the course of your work or during personal activities. Personal accident policies are available that will give you an income should you be injured or unwell and unable to work. They can be tailored to provide an income while you unable to work. These policies cost less than you may think and should be a priority. The personal accident insurance policies included within the membership of some equine organisations, although excellent, provide a lump sum for total loss of limb, eye or life so would not give you an income should you be temporarily unable to work. Also be aware that you could be found legally liable for injury or damage caused to third parties, so it is recommended you also purchase public liability cover to protect yourself, your client or others pursuing you for claims. Q. We are a UK based distributor of equestrian goods made in the Far East. We have product liability insurance – but would that cover us in the event of a product recall? A. It’s important to be covered for product recall as your company could be in serious financial difficulty should a problem arise without appropriate insurance. Some


Q. I seem to have so many insurance policies on the go with different companies – and I’m sure I’m paying over the odds. There are policies connected with my feed merchant business, a horsebox (trailer) and 4WD, two delivery vans, then there are my wife’s two horses, their tack, a private stable yard separate from the shop, our house, four dogs and the family goat. Would SEIB be prepared to take us in hand and give us an insurance makeover? A. It’s always a good idea to review your insurance from time to time to ensure that you are not paying too much and that you are properly protected. It is wise to have as much of the business insurance in one place as possible, so that you are properly protected and the policies provide the relevant cover without duplication or leaving you with gaps in your policy. The home and yard should be covered under one policy with all the ancillary equipment such as tack, machinery, feed and liability. Breakdown insurance for the towing vehicle should be included with the trailer insurance as the cover will protect the vehicle even when not towing the trailer, but unlike most breakdown insurance, will deal with the horses should a problem occur while they are on board. It would not be possible to put all this cover onto one policy but SEIB would review your insurance and offer a discount as there would be more than one policy involved. Q. We note that SEIB offers special rates for BETA members. What does this entail? A. BETA members do not receive special rates as the cover required is so varied and specialist, but SEIB does offer interest free instalments for members – and this represents a significant saving. t SEIB 0845 612 0302. www.equestriantradenews.com

Especially for the equestrian trade You can find out more about the ‘no frills’ insurance from Brian Thornhill and Son Insurance Brokers at BETA International. Meanwhile, ETN asks client development manager Lucy Thornhill to reveal all about this newcomer to the equestrian insurance market. Q. Tell us about the company’s background... A. My father [Brian Thornhill] started the business in 1982, right in the middle of the Falklands War. It was widely rumoured that males between 20 and 25 were to be called up for National Service, so the business nearly finished before it started! Thirty years later, we employ a team of 12 staff with combined insurance broking knowledge of more than 200 years. We are very much a family run concern; my mother is a partner, I work there and my brother is planning to join when he finishes his education. We have two offices in South Yorkshire, one in Ravensthorpe, near Dewsbury and the other in Skelmanthorpe, a village between Huddersfield and Barnsley. Q. Why you have decided to enter the equestrian market? A. Since joining the business last year, I’ve been keen to combine my interest of equestrianism with my role in the family firm. Research in the equestrian trade sector identified a gap in the market for straightforward, user-friendly insurance. We can provide insurance products tailored specifically for the equestrian trade sector. In addition, we offer competitive prices from a business that operates with no call centres, a real person on the end of the phone and a dedicated insurance adviser for each quotation. Q. What sort of cover do you offer? A. Everything from saddlery shops to sandwich shops, travel insurance to traders’ policies and cars to fish and chip shops. With facilities with more than 60 insurers, including Lloyds of London, we can arrange cover for virtually any type of insurance policy. Q. What will appeal especially to equestrian retailers? A. Our newly developed, instant online quotation engine, Equi-Quote.com will enable clients to obtain a quick and easy quotation there and then. We also offer a wide range of services from commercial insurance and liability cover to goods in transit insurance specifically designed for those exhibiting at shows and trade events. Q. What are the advantages of dealing with an insurance broker such as Brian Thornhill and Son? A. Our no frills, personal approach enables clients to ask any questions of us - real people on the end of the telephone. The result is a personal service to every single customer. This, plus the skills of our experienced team of staff, has often proven invaluable to retailers when tackling the insurance minefield. As brokers, we can also offer impartial advice to clients which can not only save money, but also save a lot of unnecessary hassle in the regrettable event of a claim. www.equestriantradenews.com


A family affair: father and daughter Brian and Lucy Thornhill, with Lucy’s maxi cob Jimini Cricket.

Q. Can you offer commission on referrals by saddlery retailers? A. Yes, we can offer an ‘introducer’s fee’. We are strictly controlled by the Financial Services Authority (FSA), but the introducer’s fee allows us to make a payment to a business introducer, as long as they do not give advice on the products we offer. We can provide leaflets with dispensers to any businesses that may want to act for us in this respect. We are also able to offer those businesses further discounts on their own insurance premiums. Q. What do you bring that’s new to the equestrian insurance market? A. We are thrilled to be bringing a ‘one stop insurance shop’ to the equestrian trade insurance market. The products we offer can be tailor made for almost every equestrian and agricultural business and we feel that a personal and friendly approach will ease the stress at renewal time. Q. What are the areas of insurance that small businesses typically forget to cover or for which they have inadequate cover? A. Shows and exhibitions are an ideal arena for an equestrian retailer to showcase and promote their products, but most don’t realise that their normal shop/retailer’s insurance policy does not extend to cover exhibiting, especially overnight stock cover. We have designed a product for this, which is available through EquiQuote.com. t Brian Thornhill and Son Insurance Brokers 01924 499182.

Win your own War Horse screening KBIS British Equestrian Insurance is running a competition for the winner and 40 friends to have a private screening of the new movie War Horse. As well as enjoying director Steven Spielberg’s epic adventure on the big screen, there are 20 film editions of the War Horse novel to be given away. KBIS British Equestrian Insurance is a leading independent horse insurance specialist, providing all types of insurance for the equestrian including horsebox cover, bloodstock, personal accident, public liability for riding schools and livery yards and equestrian property insurance. The company sponsors the British Eventing Young Rider squad. t KBIS British Equestrian Insurance 01635 244399.


Welcome to ETN’s guide to upcoming shows, events, training courses and conferences of interest to the trade.

Wednesday, 1 February... THE Society of Master Saddlers (SMS) Annual National Competitions at The Worshipful Company of Saddlers’ livery hall in London. By invitation only - with a full report to appear in ETN March issue.

Saturday, 11 February... EVENTING star Pippa Funnell joins customers and colleagues at SCATS Farm & Country in Billingshurst for a Pet and Equine Day. Admittance is free. This retailer is also running a wide range of special offers on the day, with suppliers on hand to answer product related questions.

Sunday, 19 February... BRITISH Equestrian Trade Association (BETA) Gala Dinner featuring the presentation of the 2012 BETA Business Awards. The trade’s most glittering social occasion at the National Motorcycle Museum, Birmingham.

Sunday to Tuesday, 19, 20 and 21 February... BETA International 2012 at the NEC, Birmingham... The world’s foremost equestrian, pet product and country clothing trade exhibition. Visit www.betaint.com to plan your visit, book a hotel and book your place for free coach travel. For more information, see the show preview in this issue of ETN.

Saturday and Sunday, 10 and 11 March...

2012 19-21 February 2012 NEC, Birmingham, UK

Thursday, 8 March... THE National Equine Forum (NEF) celebrates 20 years in a new venue with tiered seating - the Institution of Mechanical Engineers, London. The Forum brings together all sectors of the UK equestrian industry for a day of lectures, discussions and networking. BETA is among its sponsors. Nick Meakin, National Equine Database (NED) director, will provide an update on passports. Tim Brigstocke will then consider the hotly debated issues of protection of native breeds against over-breeding. Catriona Cook, from the British Horse Society (BHS) will explore future access for riders. Then Dr Rachel Murray of the Animal Health Trust will examine the effects of arena surfaces on lameness. Sue Pimbley will look at the value of equine degrees, while a paper from Helen Neibuhr, of Darbys solicitors, will consider www.equestriantradenews.com

the relative merits of courts or conciliation in solving disputes. The Forum will then hear Lisa Randle explain how people perceive equine obesity – an interesting one for members of the trade with an interest in feed. Roly Owers, chief executive of World Horse Welfare, and Petra Ingram, his counterpart at The Brooke, will discuss their charities’ attempts to encourage behaviour change in developing nations on the handling and use of horses and donkeys. Stuart Earley, of the Scottish SPCA, will talk about welfare in racing. Discussion will then move on to doping, with Janice Shardlow of the British Equestrian Federation (BEF) looking at everyday (rather than top level) competitions in the light of welfare versus performance. In the veterinary spot, Professor Derek Knottenbelt will provide a taste of his extensive knowledge on sarcoids and headshaking while Professor Josh Slater will look at equine health security at the Olympic Games. The National Equine Forum is chaired by Professor Sir Colin Spedding, convened by Miles Williamson-Noble and has as its President HRH The Princess Royal. Tickets are available to equestrian trade delegates and equestrian professionals at a cost of £100 per person, which includes lunch and refreshments throughout the day. To apply, contact the Hon Secretary, Mrs Tracy Allen, at Warwickshire College, Moreton Morrell, Warwick, CV35 9BL email teallen@warkscol.ac.uk. For further information on the NEF visit www.bef.co.uk

WEST Country Game Fair at the Royal Bath & West Showground, Shepton Mallet. A consumer show with clay shoot run by Contour Exhibitions.

Tuesday and Wednesday, 20 and 21 March... PATS 2012 at Sandown Park, Surrey. 140 exhibitors are expected at this pet trade event. Features include showcases of grooming products and specialist ranges.

Thursday to Monday, 3 – 7 May... BADMINTON Horse Trials. This year the action starts with the first horse inspection plus the Badminton Grassroots competition for amateurs on the Thursday when the tradestands are also open. Friday and Saturday are dressage (and shopping) days, cross country takes place on the Sunday with the final show jumping on the Bank Holiday Monday.

HOW TO GET LISTED ETN welcomes submissions to What’s On from all organisations, commercial companies, shows and events. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade.


Meet an equestrian retail legend… Dawn Dodd-Noble, founder of Buntingford, Herts based Sandon Saddlery, is still running the business in her 80s. She talks to Lauren Barber.


awn Dodd-Noble received her first pony on her seventh birthday. “He cost 45 shillings [£2.25] delivered and was an unhandled Dartmoor pony called Dickon,” she said. “He was good looking, so I worked on him before showing him and then selling him on.” A dab hand at gymkhanas, Dawn brought home many rosettes. “I used to think about the races tactically,” she admits. “The first thing I would do was go outside of the ring and measure the start to the finish by walking the distance to see if all the positions were in the same place – often it was ten feet shorter one way!” Dawn had always wanted to work with horses and would spend all her spare time practicing. “When the war came, ponies were of no use to anybody unless they were driven,” she says. “So I began breaking horses for harness and sold them – with or without a vehicle. Sometimes I would deliver a horse and hitchhike home!” From an early age, Dawn learned to tailor her business to the needs and requirements of her customers. “My clients then wanted good looking, well mannered horses, so that’s what I gave them,” she said. War time When the war began, the well-educated Dawn was offered a place in the Navy, working on the Isle of Bute as a torpedo mechanic. “It was the equivalent really of being in a garage and working with cars. There was nothing glam about it. I was one of three females in a workplace of 25

men – we even had to share the lavatory with them.” After the war, Dawn worked as a petty officer restoring order to establishments that had been used to house people. Here she learned valuable management skills. “We had to check that the contents of the buildings were as they should be,” she said. “There were many extra items and many things missing, so I found a trolley and asked my second officer if I could take the items into the town - wearing plain clothes as you were not allowed to be seen in town in uniform - sell them on and buy back the things that we needed. “The officer said she wouldn’t condone it, however she was going to be away for five days. I read between the lines and off I went to restore order. When she returned, I gave her the left over money as well as a bottle of gin, and bought a box of choccy biccies for the rest of us.” Back in the saddle On leaving the Navy, Dawn had made and saved £3,000 and decided she wanted to invest the money in a riding school, horse dealing business and saddlery. “I wanted stables and enough land and I specifically wanted it in the Berkshire area - but there was no way I could afford it there,” she said.


“My mother was in mechanized transport business,” Dawn explains. “She was a very good driver and had her own Royalton car. One day she suggested I went to see a property in Hertfordshire. I said ‘no way, I don’t want to live in Watford!’ I was a Geordie, my mother’s family was from Northumberland and the only experience I had had with Hertfordshire was driving north on the A1, which went through Watford. Anyway, we drove down there, turned off in Watford and became surrounded by fields, cows and birds - and then I fell in love.” Sandon Saddlery The plot had ten acres, three little cottages and one big barn with a rusty tin roof, which would later become Sandon Saddlery. “It was 1949. I got the riding school going and turned one room of my cottage into a shop. I started to establish a loyal customer base and things grew from there,” said Dawn. Although the business was going well, Dawn had to work hard to stay afloat financially. “One particularly difficult winter I was called by the mother of three children who rode with me. She said she was taking her children – who were four, six and seven – out of

school and would I be governess to them for £3 a week? “I don’t like teaching but she persuaded me by saying how well I taught them to ride. Later, after they had moved away, I received a phone call saying the children had been through three governesses and were so naughty, would I please come back and she would pay me £5 a week and my petrol! “So it was that I reached the dizzy heights of owning a car, an old Ford Van 500, which I painted green with a brown saddle on it to advertise the business.” Moving with the times In 1967, recognising that the demand for donkeys had increased, Dawn asked a customer and friend, Joan Howard Carter, to assist her in setting up the Sandon Saddlery Company Donkey Stud. Over the years, they enjoyed great success in the show ring giving Sandon Saddlery valuable publicity. “People would come and ask me how to pick a donkey,” Dawn recalled. “I used to tell them ‘just imagine it’s a horse with big ears and a slightly odd tail and pick a good looking one.’” Along with Dawn’s partner, Gillian Robertson – a great side saddle rider - Sandon Saddlery also set up a wholesale business. “We set up around a similar time


to Shires - and my goodness, haven’t they done well?” she said. The customer is always right Sandon Saddlery continued to grow with shops in Bedfordshire, Norfolk and Suffolk. “I still didn’t feel that I knew how to sell,” said Dawn. “So I took a position in a department store on Oxford Street called Marshall and Stallgroves. I got £3/10s a week and tuppence in the pound commission. “I started in the perfume department and soon learnt that I was not selling me or even the product, I was actually selling the customer. For example I would say, ‘with your beautiful hair colour, have you thought about this?’ “There was an older woman who was always top of the commission board and I couldn’t understand why. When I left the position, I asked her what her secret was. She just said that you have to make customers happy with what they buy. Many sales people don’t realise that you can’t embarrass someone into buying something; selling is about giving someone what they want.” Relaxing retirement? When Dawn turned 70, she decided to retire and put her adopted daughter in charge of the business. “Out of the blue, she came to me and said she didn’t want anything to do with it anymore so I had to go back,” Dawn said. “Unfortunately, she hadn’t paid bills on anything, so I had to sell the shops in Norfolk and Suffolk. The wholesale business had faded out, but luckily, as we had become so well known, a lot of companies allowed us grace. Years of reputation and good relationship building paid off, as they were all very good to me.” The saddlery is still in the original rusty tin roofed building. The riding school is no longer there; in its place are two fivebedroom houses. Dawn is now over 80 and working six days a week. Ever positive, she sees websites such as eBay a great asset to her shop. “You can look at and buy saddles from £11.70 up to over £2,000. Our record number of saddles sold [on eBay] is 290 in just one day.” Yes, as inspirational as ever, Dawn ensures Sandon Saddlery is looking to the future.


WHAT THE CUSTOMERS SAY ETN took a quick browse of Sandon Saddlery on some website forums.

• “It's a 140 mile

round trip [but] I love going there and speaking to Miss Dodd-Noble.”

• “Got a saddle from there. What a wonderful shop and wonderful people.”

• “Last time I went

there, I came away with seven volumes of Point to Points that I didn’t need and still have them in the attic 30 years later.”

• “You can get lost in

there. Be warned, if you go in to buy a hoofpick, you'll come out with a whole tack box! Love the place!

• “I’ve been going to Sandon Saddlery since 1965 - and it’s still great fun!”

• “I’ve just been to

the best tack shop in the world and bought a sidesaddle.”

• “I’d recommend

going there just for the experience. It’s like an old fashioned tack shop circa 1950s, they have bits there that I've never ever seen in my life.”

• “One of my friends

is addicted to the place. And I got a good saddle for my show cob.”


Spring into action! From top end brands to tempting bargains, Snowhill Trade Saddlery offers it all. ETN finds out what this leading wholesaler can do for your store this Spring – and dips into its colourful catalogue to select some seasonal best sellers.

Make your store sparkle... RHINEGOLD Crystal Browbands epitomise everything that the modern customer requires – quality, performance and fun! They look great in store too, especially when part of a brightly illuminated display. Suitable for any standard bridle, they come in a range of styles allowing riders to personalise and accessorise to their hearts’ content. All are made from good quality leather and are available in black or Havana finishes and sizes Pony, Cob, Full and Extra Full. Four designs are available, as illustrated; the V-shaped version being this season’s ‘must-have’ for dressage.

Rhinegold V-Shaped Padded Leather Browband with square crystal design Trade price £15.60. Rhinegold Padded Leather Browband with three row crystal design. Trade price £14.90. Just like the top eventers: Rhinegold German Leather Five Point Breastplate. Trade price £31.50.

Rhinegold Padded Leather Browband with square crystal design. Trade price £14.90.

Luxury in leather THE trend was set by the top eventers, now everyone wants one – and the Rhinegold German Leather Five Point Breastplate fits the bill perfectly. Styled from premium grade leather, the breastplate features elastic webbing sections for comfortable shoulder movement. It fastens at the girth and saddle for added security and even pressure distribution. Available in black or Havana finishes and sizes Pony, Cob and Full, it’s priced at £31.50 to the trade.

Snowhill holds the stock – and takes the risk – for you. Putting on the glitz ADD a touch of glitz and glamour to your whips collection too. These fantastic whips from Harlequin, in jumping and schooling lengths, are the sparkly, fun accessories that every rider yearns for this year. Appealing to all ages, they’re available in black or silver grey. Priced at just £3.50 to the trade, they’re the ideal affordable impulse buy or gift idea.

Harlequin Crystal Schooling Whip. Trade price £3.50


Rhinegold Padded Leather Browband with multi-coloured crystal design Trade price £14.60.

Bridle brands know-how SNOWHILL Trade Saddlery is the exclusive distributor of Rhinegold, Heritage and Windsor Equestrian leatherwork and horse wear. Here’s how the different brands compare... • Rhinegold bridles are designed for the rider who needs equipment that can move from the schooling arena to the competition environment with ease. Rhinegold brings top quality leather and stainless steel fittings together with superb technical design and premium quality styling. “While Rhinegold leatherwork occupies the premium price position in our range, we believe that you would struggle to find better products at even double the price,” said Snowhill’s operations director Christine Dale. “That’s why these are the bridles that we use on our own competition horses.” • Heritage Bridlework offers a fantastic range of good quality English leather products using only top quality stainless steel fittings. This range is aimed at the enthusiastic, everyday rider looking for quality and value in an item that will last for years. The Heritage brand represents an excellent balance between performance, durability and price point. • Windsor Equestrian leatherwork is an economically priced range aimed at the popular riding market. It offers the same design expertise and equine knowledge as the other ranges, with products that are easily affordable to all pockets. www.equestriantradenews.com


Snowhill offers a complete range of equestrian equipment, country clothing and complimentary items to trade customers. The company is the exclusive distributor of Rhinegold, Heritage, Windsor Equestrian, Harlequin and Bartl products in the UK. Furthermore, it wholesales other leading brands such as John Whitaker International, Brogini, Caldene, Harry Hall, Global Herbs, Snowbee, Edward Goddard, Macwet, Legacy, Tottie, Masta, Just Togs and Barrier Animal Healthcare... giving customers a one stop solution under one roof.

The Rhinegold ‘Comfort’ Bridle is a top quality bridle made from the finest grain German leather, featuring a remarkable ‘Comfort’ design headpiece plus extra soft padding around ears. Clever construction means there’s no unwanted pressure on the horse’s head; rubber reins are included. Available in black or Havana and sizes Pony, Cob, Full and Extra Full, the trade price is £35.50.

Retailer incentives are a Snowhill speciality. There are monthly offers, clearance lines and bulk buy discounts to be had - so you can pick up some fantastic bargains to tempt your customers. Check Snowhill’s regular advert in ETN for details or visit www.snowhilltradesaddlery.co.uk. Large stocks are held at the company’s modern, West Sussex storage facilities and delivery is usually made on the next working day. In short, Snowhill holds the stock - and takes the risk - for you.

Good communication with retailers 24/7 is important to Snowhill which achieves this with a live, up-to-the-minute website where offers are posted and available immediately. There’s also a well-staffed telesales department on call during office hours for advice and assistance before and after sales. Direct sales e-mails are answered promptly, regular flyers and mail-outs are sent to trade customers.

• Snowhill Trade Saddlery produces a glossy, full colour

catalogue approximately every year. “We take great pride producing an attractive brochure in-house, even using our own competition horses for many of the shots,” said Snowhill’s operations director Christine Dale. The catalogue is available in the standard ‘priced’ version and also an ‘unpriced’, counter copy version, which is popular with retailers for use in-store with their customers.

This traditionally styled Heritage English Leather Bridle With Flash Noseband has a raised, padded browband, flash noseband and includes continental reins. Available in black or Havana finishes, it comes in Shetland, Pony, Cob and Full sizes. The trade price is £25.95.

Marketing support is available too. Snowhill offers trade customers help with website design or other publicity. The company also produces a CD of its catalogue product images for retailers’ use – and there are some stunners this year.

Online ordering is available for retailers holding trade accounts with Snowhill. Apply online at www.snowhilltradesaddlery.co.uk or contact the sales team.

• Free carriage is available on orders over £250 (excluding

Saturdays) for UK mainland. Delivery is usually 24 hours from ordering.

Windsor Equestrian has designed this genuine Leather Bridle for general and hobby riders. It includes durable rubber reins and is available in black or Havana finishes, sized for Shetland, Pony, Cob or Full. The trade price is £9.25.


t Contact Snowhill Trade Saddlery on tel 01243 672323 email sales@snowhill.ltd.uk or visit the website at www.snowhilltradesaddlery.co.uk




ongratulations and best wishes to everyone who has made it through to the finals of the 2012 BETA Business Awards. These highly prized industry accolades will be presented during BETA’s glittering Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 19 February. Finalists for each award are listed below, but the search for the ultimate winners is still ongoing. Depending on the category, this might include members’ votes, visits from secret shoppers, incognito telephone calls and submissions being considered by an independent panel.

Caraleen Light, Brendon Horse & Rider Lorna Green, Horse Bits Saddlery Mees Nadine, Jochri, Belgium Lynne Campbell, Millbry Hill, Stokesley Kelly-Anne Davis, R B Equestrian Vicky Armitage, T C Feeds & Tack Haven Rachel Ealey, Tower Farm Saddlers, Rugby Allison Darby, Tower Farm Saddlers, Earls Barton

Joules Equestrian Event of the Year Badminton Horse Trials Hopetoun Horse Trials South West Christmas Equine Fair

TSM Rider Award Beth Vernon – Blue Chip Feed Beverley Brightman – Horsehage, Hemp Technology, Sue Carson Saddles, Gravenhorse Feeds Carl Hester – Coolex Technical Horsewear Dan Nielson – TRM Michael Whitaker – Horse First Simon Buckley – Equine Products UK Mary & Emily King – Joules

SEIB Retailer of the Year – Mail Order/Internet Retailer Cavaletti Clothing Clippersharp Countrysmiths Robinsons Country Leisure Supplement Solutions

SEIB Retailer of the Year – Large Tack Shop Aivly Country Store Robinsons Country Leisure – Ashton store Robinsons Country Leisure – Basingstoke store Robinsons Country Leisure – Cannock store Wadswick Country Store

SEIB Retailer of the Year – Medium Tack Shop R B Equestrian T C Feeds & Tack Haven Tower Farm Saddlers – Rugby Store

The following applications for BETA membership have been approved by BETA Council:

Michael Williams and Gerald Brown are both presented with their Lifetime Achievement Awards by Jane Holderness Roddam at last year’s Gala Dinner.

SEIB Retailer of the Year – Small Tack Shop Alan’s Ark – Fulbourn store Alan’s Ark – Ely store Equicraft of Backwell Iron Horse Equestrian Supplies Leonard Coombe Master Saddlers Millwheel Tack Shop Robinsons Country Leisure – Cardiff store Tower Farm Saddlers – Earls Barton store

Haygain Nutritional Helpline of the Year Allen & Page Dengie Crops Dodson & Horrell Simple System Spillers (Mars Horsecare UK) TopSpec Equine

Equine Careers Sales Representative/Agent of the Year Stephen Neale, Battle, Hayward & Bower Ruth Turnbull, Horsemasters Distribution Mark Hammett, JM Sales Agencies Dean Mastouras, Matchmakers International Piers Westerman, Matchmakers International Jonathan Canty, Natural Animal Feeds

UKTI Export Award Bedmax Shavings Black Country Saddles Horslyx

ETN Trade Supplier of the Year

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

Ariat Europe Charles Owen & Co Matchmakers International Shires Equestrian Trilanco

BETA Trade Website of the Year Matchmakers International Horseware Ireland


Chatcombe Saddlery, Cheltenham (Mobile saddle fitter) – Retail, Full

Tynllwyn Tack Shop, Colwyn Bay, Clwyd (mobile retailer) – Retail, Full

Horse and Outdoor, Macmerry, East Lothian (Retailer) – Retail, Full

Anything Equine, Cheltenham (internet retailer) – Retail, Full

Acorn Equestrian, Ammanford, Carmarthenshire (Retailer) – Retail, Full

Mirrors for Training, Wolverhampton (manufacturer) – Trade

Equine Essential Direct, Chalfont St Giles, Buckinghamshire (retailer) – Retail, Full Equidae, Horseworldlive, Hurst Green, East Sussex (event organiser) – Associate Cedar Clothing, Smethwick, Staffordshire (clothing manufacturer) – Trade GTN Dimensions, Nottingham (business consultants) – Associate Horsewarehouse, Haverfordwest, Pembrokeshire (retailer) – Retail, Full Uniblock, Dundalk, Co Louth (supplement manufacturer) – Overseas Trade EquiSapiens, Thornaby, North Yorkshire (distributor) – Trade

Hornby Hobbies, Breyer Horses, Margate (distributor) – Trade Camrosa Equestrian, Wadhurst, East Sussex (internet retailer) – Retail, Full Witham Villa Riding Centre, Broughton Astley, Leicestershire (riding school) – Equine Tailored Equestrian, Monaghan, Co Monaghan (retailer) – Overseas Retail Regatta, Manchester (manufacturer/ wholesaler) – Trade Jet Set Saddlery & Countrywear, Dundonald, Ayrshire (retailer) – Retail, Full Eskeez, Barnstaple, Devon (manufacturer, wholesaler) – Trade Brian Thornhill & Son, Dewsbury (insurance broker) – Associate

Equestrian Trade News

Harry Hall Retail Employee of the Year

Welcome to new BETA members


Tel: 01937 587062 Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW


Coping with customer confusion... Ben Gaskell, Pfizer’s equine veterinary manager, looks at what’s in store for equine worming this year and how SQPs should prepare.


e are all aware that sustainable worming is an important prerequisite for a healthy horse but it is most often regarded by horse owners as a confusing subject. The changing worm populations and the growing threat of resistance is driving a change in worming protocols. There is now widespread understanding that the traditional method of worming every six to eight weeks is very outdated and newer ideas need embracing. Increasing emphasis is being placed on good pasture management and regular faecal worm egg counts to keep dosing as minimal and targeted as possible and most horse owners are now familiar with this concept. However, as we continue to build on our experience and research, our knowledge is becoming even more refined, bringing new considerations into our sights. Understanding worm egg counts An FWEC [faecal worm egg count] will show how many eggs are present in a small sample of dung - theoretically correlating to numbers of egg laying adult worms present in the horse. It’s helpful to remind your customers that a single FWEC is only an indication of their horse’s worm burden at a specific point in time and in actual fact is more use in showing which horses are shedding high numbers of eggs. Regular FWECs will show trends and in time build a clearer picture of the horse’s worm burden and shedding patterns - you can track the success of your worm control and management using FWECs. Control of worms is based on breaking their lifecycle and by indentifying the major sources of worms and this can be achieved in a much more targeted manner with the use of FWECs The significance of shedding All horses that are infected with mature worms will shed eggs onto the pasture, as a part of the parasite’s natural life cycle. However, some horses will naturally cope better with their environment and shed less worm eggs. Conversely, some horses, especially debilitated or young animals, will pass more worm eggs in their faeces, www.equestriantradenews.com

so called high shedders. These ‘high shedders’ can infect the pasture in a short space of time and consequently increase the pasture challenge to other horses that share their grazing. Clean grazing reduces overall worm burdens and reduces the need for excessive use of wormers. Spring turnout and pasture management Spring turnout is an excellent time for your customers to get to grips with the impact of pasture cleanliness on their worm control programme. Clean pasture, that hasn’t been grazed over the winter months or has experienced hard winter frosts, will hopefully pose a lower challenge and therefore a lower risk. In this case it may be sensible to turn out and then use an FWEC to monitor how the worm burden is developing over the grazing season.

A single faecal worm egg count is more use in showing which horses are shedding high numbers of eggs. However, turning a horse onto pasture that has been heavily grazed previously (worm eggs can survive on pasture from the previous year) means they will need to be more aware of the need for dosing at the beginning of the grazing season. A sensible start to the year may be to try and reduce the pasture burden before it can begin to build up over the grazing season. Then using regular FWECs and dosing accordingly, the pasture and the herd can be managed effectively, hopefully allowing for a less intensive worm control programme for the remainder of the year

The advantage of persistence It’s useful for your customers to bear in mind the persistent effect of some wormers, such as those containing moxidectin, against cyathostomin larvae. Using these products at the start of the season may well mean that their horse could provide a ‘clean up’ mechanism for the pasture for the first couple of weeks after use. This may reduce the overall worm burden on the pasture, reducing the build up of worms over the grazing season and hence reducing the number of worming doses needed over the summer months. Remembering targeted dosing Even if your customers are adhering to best advice on good pasture management and regular FWECs to identify their high shedders you will of course still need to remind them to consider the more seasonal worm threats. In most instances this will necessitate strategically dosing for tapeworm in the spring and autumn and for encysted small redworm and bots during the winter.

• Pfizer Animal Health’s Manage, Test,

Plan, Dose campaign provides an outstanding range of support material, from educational guides and planners for owners, to stylish point of sale (POS) for your store, to make it easy for you to assist your customers. All support materials can be ordered via your Pfizer Account Manager.


Why we should champion SQPs Animal health advisers are a potentially valuable asset to any business in the equine trade, but are retailers doing enough to promote them?


ny retailer wanting to sell equine wormers or other POM-VPS medicines requires by law a qualified animal health adviser – what the Regulations call a Suitably Qualified Person (SQP) – at the counter. But these ‘free experts’ have the potential to enhance the services offered by a business in other ways too. Customers may be attracted to a business where they know an expert is on hand to give more general advice about the health of their horse. These customers might return on a regular basis and also buy other products that are not health related while they are on site. Trevor Frost, senior product manager for Mole Valley Farmers, said it was important to promote the SQP to customers as part of the overall service provided by retail outlets. “The big problem is, what does the title ‘SQP’ mean to a customer? Suitably Qualified Person; nobody really understands it. We get all our SQPs to wear a badge with the words Qualified Animal Health Adviser,” he said. Kudos from the customer “Internally this raises standards for the SQP. It gives them kudos from the customer and kudos from fellow members of staff, and has been working very well in many of our stores. “Promoting SQPs is a big challenge for the industry. The point is we don’t sell medicines, we prescribe. Our staff will always ask questions before prescribing a medicine, for example what is the weight of the horse, which products have been used previously. If the customer won’t answer these questions, which

occasionally happens, then we can’t prescribe the medicine,” said Trevor. “I’m responsible for almost 300 SQPs and I’m an SQP myself. It is the AMTRA qualification that sets us aside from non-qualified people,

Equine retailers often only sell wormers as POMVPS medicines, but there are other licensed products out there to add to their armouries. and this is why we go through the process. It is important that customers are aware they’re dealing with someone with a level of knowledge backed up by a qualification and someone whose advice they can trust,” he said. Stephen Dawson, secretary general of AMTRA (Animal Medicines Training and Regulatory Authority), said his organisation was working to find ways of giving SQPs a higher profile.

Stephen Dawson: SQPs should be promoted as professionals.


“We want to be encouraging an understanding among customers that the SQP is not just someone behind the till, but they are someone who can offer professional advice, someone who has been trained and qualified and someone who continues to update their knowledge and skills through Continuous Professional Development (CPD),” he said. “They should be promoting themselves as professionals. There is nothing to prevent businesses from giving them a title that reflects their qualifications and expertise. Badges, staff uniforms or sweatshirts with a logo on might be ways of doing it,” he suggested. Claire Williams, executive director of the British Equestrian Trade Association (BETA), said having an SQP allowed retailers to add useful products to their stock, but also gave customers a good reason to come into the store. “The advice an SQP can give is a very beneficial add-on service. Customers really do appreciate receiving expert advice and this is one of the main promotional points we use when encouraging consumers to shop with BETA members. “It may be beneficial to qualify your staff as equine and companion animal SQPs because horse owners are very often dog owners too. It’s also not just about selling wormers. Worm count kits can complement wormer sales, but it is important to give advice about correct use and what to do next,” she said. Ian Scott, secretary general of the Animal Health Distributors Association (AHDA), said a more recognisable, customer friendly name was needed for

Claire Williams: SQPs give customers good reason to come into a store.

SQPs, who needed a high profile at point of sale. “Another thing they can do would be in the same way that some doctors’ surgeries promote a resident pharmacist, by having a board up, that gives the name of the duty animal health specialist. “We should also be flagging the fact that it is compulsory for SQPs to take part in regular training from CPD. Customers then know they are getting up to date advice,” he said. “The final point equine retailers should be aware of is that at the moment they often only sell wormers as POM-VPS medicines, but there are some other licensed products out there to add to their armouries. These are listed on the VMD website, and we will be doing something to raise awareness of these in the coming months,” he said. For more information about staff training opportunities contact AMTRA on 01359 245801 or visit www.amtra.org.uk For information about AHDA contact Ian Scott ian@ahda.co.uk www.equestriantradenews.com

A brave new worming world... Now that wormers tend to be given strategically rather than routinely, David Booth of Westgate laboratories looks at what the new guidelines mean for SQPs and retailers.


he biggest threat to worming horses must come from the slow but inevitable development of strains of parasite which are resistant to our very small armoury of wormers. Exactly how resistance develops is not fully understood but one thing is clear: Parasites will only develop resistance to a chemical if they are exposed to it. Our worming strategies must therefore change from blanket worming (hoping to reduce the population to nil) to monitoring the level of worm burden and only use anthelmintics [wormers] when the level increases substantially. Our aim is to keep them under control not eradicate them. This is a big and scary change from previously accepted good practice which has been around for the last 50 years, and is all to do with keeping a major gene pool of worms which are not resistant to specific wormers. In practice this means that we need to replace regular worming with regular testing. A faecal egg count should be performed every three months or so and a wormer given only if the count moves from a low to a medium (say more than

200 epg).This is targeted worming. Early in 2010 the British Veterinary Association (BVA) issued advice to all vets recommending that regular worming be scrapped 1 and that wormers only be given when necessary. Many merchants have now adopted this strategy and are helping their customers to carry out worm counts on their horses. It is essential for the future life of our wormers and the integrity of the SQP system that we all adopt this approach. Fortunately word is spreading among horse owners and there is an increasing demand for a worming programme based on counts. Westgate Laboratories recognised the need for merchants to have access to worm counts when we launched a worm count kit in 2004. The kits continue to sell well but discussions with SQPs made us realise that many of them want more involvement with their customers. As a result, we adapted our ‘direct to vet’ service for SQPs. Retailers can now offer their own faecal egg counting service with literature bearing their own logo and contact details. One of the attractions of this system is that all the materials are


provided free of charge by Westgate Laboratories and payment is requested by itemised monthly account after the customer has sent their samples in for testing. So there are no up-front costs. Results go back to the SQP who can then advise the customer and sell wormers if appropriate. This is a good opportunity to strengthen your relationship with your customer and make a good margin too. Important to remember Faecal egg counts are a great tool but they have two blind spots. First, they are not a reliable test for tapeworm (because the eggs are dispersed in segments). Secondly, they cannot detect encysted redworm because immature worms are not laying eggs. An annual worming programme must therefore include a wormer for encysted redworm and either a wormer for tapeworm or an ELISA test on a blood sample taken by the vet. 1. Find the BVA guidelines at: http://www.bva.co.uk/activity_and_advi ce/1701.aspx www.equestriantradenews.com

Get SMART with worming Merial Animal Health presents the four golden rules...


o help simplify the SMART worming message this year, Eqvalan and Eqvalan Duo manufacturer Merial Animal Health has introduced SMART Rules. SMART stands for Simply Monitor the situation regularly and Assess the Risk to your horse using a worm egg count. If A worm egg count is the smart necessary, you then Treat with the most way to target your worming appropriate wormer. “We think the worming message can still be lost in translation so we have highlighted four simple rules for horse owners to help them plan an effective worming programme for 2012,” said Dr Emma Batson of Merial. Rule No. 1 Treat for worm threats as they arise. SMART owners know that targeted worming is the most effective worming. For example, in spring there is a possible threat from tapeworms; so, treat for tapeworm in the spring and then monitor the roundworm population with the use of Worm Egg Counts (WECs) every 8-10 weeks to help you anticipate your horse’s needs, and avoid unnecessary treatment. This is the SMART way to minimise development of worm resistance. Rule No. 2 Don’t aim to kill all worms One of the most important ways to tackle the threat of resistance is to aim for control of worm populations rather than eradication. Keep a population of worms in ‘refugia’ – these pose little threat in small numbers but act to dilute the threat of treatment resistant worms, slowing down the spread of wormer resistance. Rule No. 3 Treat every horse as an individual Treating all horses with the same dose of wormer at the same time could mean that some horses are treated unnecessarily and some inadequately. It is estimated that 20% of horses in a group carry 80% of the worm burden so targeted individual treatments based on individual bodyweight maximise dosing efficacy. Rule No. 4 Reserve treatment for encysted small redworm for the winter The only time of year you need to treat for encysted small redworm is winter – treating throughout the year is unnecessary and can be costly. New point of sale material To accompany Merial’s new SMART Rules message, there is a full range of newly designed consumer advertising to drive horse owners to seek advice from vets and SQPs. The adverts will appear seasonally to drive home the message; new consumer education and information leaflets are available for you to distribute. Once again this year, the Free Worm Egg Count offer is back by popular demand. Retailers and vets purchasing 20 tubes of Eqvalan Duo during February and March will receive four tubes free plus 20 free WEC vouchers. t The Merial Customer Support Centre on 0845 601 4236.

A weighing band will help you give the correct dosage



Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. These quarterly CPD features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. The current training period ends on 30 June 2012. SQPs who read the following feature and submit correct answers to the questions on page 42 will receive two CPD points.

Is it resistance or treatment failure? By Callum Blair BVMS MRCVS


here is now evidence of resistance, of varying degrees, to all of the classes of horse wormer and no prospect of a new drug to salvage the situation. Increasingly horse owners are recognising that qualified professionals such as a veterinary surgeons, suitably qualified persons (SQPs) or pharmacists can provide direction on more sustainable approaches to treating worms using techniques such as faecal worm egg counts (FWEC), pasture management and yard worming programmes to help reduce the reliance on drugs for parasite control. It is a common misconception that wormer resistance means that the drugs don’t work. However, what it actually means is that the drugs don’t work as well as they are expected to i.e. efficacy drops below the 90-95% level required to obtain a marketing authorisation. Any worms that survive treatment will pass on the genes for resistance to their offspring increasing the number of resistant worms and allowing them to be spread. As well as providing guidance on worm control, it is therefore incumbent on prescribers to be vigilant and respond to any report of suspected lack of efficacy of a wormer. If this does occur then an investigation should be initiated, ideally in conjunction with a veterinary surgeon and the manufacturer, usually by conducting a Faecal Egg Count Reduction Test (FECRT). It should be noted, however, that parasitologists are currently investigating how best to take into account the numerous sources of variability, both biological and technical, that affect the measurement of faecal egg counts (FECs) in order to develop rational evidence-based standards for diagnosis of resistance1. It can be tempting to assume that any lack of efficacy is attributable to resistance, but it is well documented (especially in cattle and sheep2, 3) that there are other factors that could result in treatment failure and probably the greatest of these is underdosing. For wormers to treat internal parasite burdens effectively, the appropriate dose of wormer for the horse’s bodyweight must be respected including different dose rates required to target a specific parasites (Table 1). The dose rates for horse wormers

Table 1: Currently available Equine Wormer Groups, Drugs and Dose Rates Product Group

Active Ingredient


Parasite Groups Treated at standard dose

Weight Treated by single tube

Special Instructions



7.5 mg/kg


600 kg

For the treatment and control of encysted mucosal stages of small strongyles administer 7.5 mg/kg daily for 5 days or a single dose treatment of 30 mg/kg. For the treatment and control of migrating stages of large strongyles administer 60 mg/kg For the treatment and control of Strongyloides westeri in sucking foals administer 50 mg/kg



19 mg/kg


600 kg

For the control and treatment of the tapeworm Anoplocephala perfoliata administer 38 mg/kg (double dose)


0.2 mg/kg (200 µg/kg)

Roundworms and Bots


0.4 mg/kg (400 µg/kg)

Roundworms and Bots

575 kg

Authorised for the treatment of encysted small redworm at standard dose rate. Also available in combination with Praziquantel for the treatment of tapeworm


1-2.5 mg/kg


600-800 kg (depending on product used)

Available as straight formulation and in combination with Macrocyclic Lactones

600-800 kg Also available in combination with (depending on brand used) Praziquantel for the treatment of tapeworm.

Macrocyclic Lactones




(Table 1) are determined through extensive research to establish the optimal amount of drug to achieve the desired effect (kill parasites) whilst avoiding undesirable side effects. These studies will also be used to determine the Egg Reappearance Period (the interval between the time of treatment and the detection of eggs in the faeces) which in turn will influence the recommended treatment interval (Table 2). It should be noted that these are guidelines only and the aim should be to extend the stated interval for a given drug wherever possible as frequent drug use increases the selection pressure for resistance. ERPs are also coming under scrutiny as recent reports would suggest that a shortening of the ERP is one of the earliest signs of the development of resistance to a drug.

Table 2 – Recommended Treatment Intervals Active Ingredient Fenbendazole Pyrantel

Ivermectin Moxidectin Praziquantel

Treatment Interval 6-8 weeks Foals: 4 weeks. Horses: 6-8 weeks or every 4-6 weeks during the summer and autumn when at grass Foals: 6-8 weeks Horses: 8-10 weeks Foals: Do not use under 4/6.5 months old Horses: 13 weeks 1-2 times per annum depending on epidemiological factors

Under-dosing can occur as a consequence of poor weight estimation or if some of the wormer is spat out instead of being swallowed. Not only does this expose the internal parasites to a sub-lethal amount of the drug, increasing the risk of worm related diseases, it is also a major risk factor for the development of anthelmintic resistance. These issues can be further compounded if an owner fails to follow the manufacturer's instructions, such as storing a product correctly or failing to comply with “use-by” dates. SQPs will regularly encounter owners who are tempted to make the weight of their horse a matter of convenience and ‘guesstimate’ the weight to be the same as that which “one syringe of wormer will treat” (or “half a syringe” in the case of ponies). A recent survey of leisure horses showed that in reality the actual weights rarely comply with this approach, not least because “a syringe” is not a standard size (see Table 1). A high proportion of horses measuring between 14.2 hh and 16 hh weighed more than most syringes are able to treat.

Even if this temptation is avoided, studies have shown that guesses of horses’ weight are notoriously inaccurate, on average 10 – 20% below the actual weight. Estimates of weight will frequently fail to take into account the body type, condition and work level of the horse or pony, failure to do so could result in potentially damaging inaccuracies. For example in the above survey the average weight of a Welsh Section C was almost 90 kg more than a Welsh Section B despite being the same height and in another study racing thoroughbreds weighed between 50 and www.equestriantradenews.com

100 kg less than those of the same height and body condition score that were not racing4. At the point of supply of wormers SQPs are well placed to help owners avoid the pitfalls of poor weight estimation and the subsequent risk to their horse and others. Weigh tapes can provide a useful guide to a horse’s weight but vary considerably in accuracy so the research conducted to validate the accuracy of the tape is always worth checking5, 6. Alternatively weight estimation formulae provide one of the most reliable (and cheapest) methods for equine weight estimation. By including a variety of measurements these formulae can take into account the body shape or type of the horse. The following formula is frequently used and has been shown to be one of the most accurate ways of estimating the weight of a horse or pony6: Weight (kg) =

Heart girth (cm) X Heart girth (cm) X Length (cm) 11877

No matter what method is used to determine the weight of a horse it should be remembered that its weight is unlikely to be constant throughout the year so it should be checked regularly. Having established a more accurate indication of a horse’s weight, an SQP is then in a position to ensure that sufficient wormer is prescribed and supplied to treat the horse appropriately and play a significant role in helping to slow down the development of resistance.

AMTRA CPD explained • AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons. • AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct. • SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk References 1. Vidyashankar AN, Hanlon BM, Kaplan RM. Statistical and biological considerations in evaluating drug efficacy in equine strongyle parasites using faecal egg count data. Veterinary Parasitology (2011) Oct 18. [Epub ahead of print]. 2. Abbot KA, Taylor M and Stubbings LA. SCOPS - Sustainable Control Of Parasites In Sheep 3. Taylor MA. COWS – Control of Worms Sustainably 4. Carroll CL and Huntington PJ. Body condition scoring and weight estimation of horses. Equine Veterinary Journal (1988) 20 (l), 41-45. 5. Ellis JM, Hollands T. Accuracy of different methods of estimating the weight of horses. Veterinary Record (1998) 143, 335-336. 6. Ellis JM, Hollands T. Use of height-specific weigh tapes to estimate the bodyweight of horses. Veterinary Record (2002) 150,632-634. Please turn over to answers the questions EQUESTRIAN TRADE NEWS FEBRUARY 2012 41

ETN CPD Questions

What’s in store

SELECT YOUR ANSWERS AND TICK THE BOXES 1. What is meant by the Egg Reappearance Period (ERP)? 2. What is a shortening of the ERP considered to be an early warning sign of?

Ken Lyndon-Dykes believes it can be a good year for our trade, given our entrepreneurial spirit...

3. Which of the following is NOT a technique to reduce the dependence on wormer drugs? Interval Dosing Faecal Worm Egg Counts Poo picking


Co-grazing with sheep or cattle

4. What is the recommended treatment interval for Fenbendazole? 4 weeks 6-8 weeks 8-10 weeks 13 weeks 5. Which of the following does not favour the development of resistance? Poor weight estimation Frequent use of wormers Failure to administer the wormer dose properly Faecal Worm Egg counts 6. Which test is frequently carried out to investigate cases of suspect wormer resistance? Larval hatch assay Routine Faecal Worm Egg Count Faecal Egg Count Reduction Test Genetic testing 7. Which two drugs are authorised for the treatment of encysted small red worm? Fenbendazole and Moxidectin Ivermectin and Moxidectin Ivermectin and Pyrantel

imes are tough. The very nature of the global market makes it virtually impossible for any single nation to escape the consequences of the economic downturn. During times of recession it is always said that food stands up well but anything that is unnecessary – in other words, is a luxury – is threatened. The entire equestrian industry is forged on horse ownership – without that element it has no basis and couldn’t survive. For most people, horses may be deemed to fall into the ‘luxury’ category and thus one could expect a lot of owners to be giving up. But I have so far come across very few people – two in fact - selling their horses.

Fenbendazole and Pyrantel

Retailers with a good payment record will be looking for improved credit terms.

8. What dose of Pyrantel is needed for the treatment of Anoplocephala perfoliata? 200 µg/kg 400 µg/kg 19 mg/kg 38 mg/kg 9. Which two measurements were used in the formula for weight estimation by Ellis and Hollands? Height at withers Heart Girth Umbilical girth


10.In a recent survey of leisure horse weights, what percentage of horses 14.2hh to 16 hh would have been under-dosed if they were only given a single syringe of moxidectin? 5% 22% 32% 100%

Long experience has told me that owners will give up virtually everything in order not only to keep their horse, but to maintain it in relative luxury. Years and years ago, I was running a trekking centre in Wales. The area was devastated by floods that almost put paid to the business and we only survived by reducing our

TWO CPD POINTS Full name ..................................................................................... Company name/address .............................................................. Email ........................................................................................... Telephone number........................................................................ SQP number ................................................................................ Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW.


personal food intake to have sufficient cash to buy feed for the horses! Sentiments of this type are commonplace in this country and will no doubt help to keep our industry more buoyant than it might otherwise be. I predict two concerns will dominate this year’s BETA International. ‘Price’ will obviously be important but I don’t think it will be at the expense of ‘quality’. It is difficult to keep prices down while overheads are all going up. ‘Time and motion’ takes on a whole new meaning and ‘switching off’ energy-greedy appliances and tools has as much to do with cutting costs as it does to reducing carbon emissions. Buyers are going to be more selective – less chancing. When money is short, untried and untested innovations stand far less chance of success than when money is plentiful. At times like these well-known brand names often benefit from the loyalty of knowing – and trusting – a product. The endorsement that is automatically attached to innovation awards presented at BETA International will be especially valuable to the winners because they guarantee the interest and investigation from retailers and consumers that is an essential forerunner to success. Loss of traditional weather patterns is something else we need to endeavour to build into our retailing operations. The mild, generally dry


for 2012 ?

Owners will give up virtually everything in order not only to keep their horse, but to maintain it in relative luxury.

winter has undoubtedly had an adverse effect on the sales of clothing for both humans and equines. Sales – however attractive the offers – tend not to do well when they involve goods that are perceived to be ‘out of season’. Even climate scientists are reluctant to make exact predictions concerning the long-term effects of climate change – nevertheless, lack of ‘seasons’ could have an increasing influence on buying patterns. It is hardly a prediction – more a statement of fact – retailers with a good payment record will be looking for improved credit terms. Of course, with the best will in the world, not all manufacturers will be in a position to offer extensions that will be sufficiently significant to make the important –in some cases, essential difference. From the retailer’s perspective, ‘customer service’ is going to be more important than ever. The retailer who provides information and offers advice that helps the customer to make the right decision will do infinitely

better than the retailer who is oblivious to the benefits of personalised service. Product knowledge has always been important in the retail trade – especially so in a sector such as ours that involves some fairly ‘technical’ knowledge. Illconceived purchases can be very expensive from the customer’s perspective and even more so from the retailer’s perspective. The customer who is disappointed and feels let down may be lost forever. I’ve seen several recessions – admittedly none quite so widespread or as severe as the current crisis. It’s interesting that at times these, entrepreneurial spirits forge ahead. We are good at small, niche businesses in this country: some interesting ones will undoubtedly be formulated during 2012.

About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.


• OXFORDSHIRE retailer Countrysmiths Limited has hired

Brian Holmes as social media manager. His role will include exploring suitable Facebook app technologies to enable appropriate Facebook owners to act as sales affiliates and sell products in exchange for a sales commission. “How Countrysmiths interacts with both consumers and the industry in which it operates is important in terms of sustainable revenue growth and reputation,” said Wayne Munday, managing director.

• KEITH Gardiner

• DENGIE Horse Feeds has appointed Laura Dolphin as area sales

manager for the north-west and Wales. An equine science graduate, Laura previously worked for Target Feeds/Rowen Barbary Horse Feeds and Redpin Publishing. She owns two horses and is looking forward to returning to competing in eventing following a short break to care for her two young children. “I’m really proud to be working for Dengie,” said Laura. “This premium brand’s products are well-respected and trusted by horse owners everywhere and that means a great deal. I am extremely enthusiastic and looking forward to visiting new and existing Dengie customers and consumers over the months ahead.” Laura can be contacted on 07802 832472.

• ACTRESS and writer Jennifer Saunders

has become an ambassador for British Showjumping (BS). Formerly a keen competitor, Jennifer will be joining her friend and fellow BS ambassador, Mamma Mia producer, Judy Craymer, in lending her support to horses and riders as they gear up for the London Olympics. “I did compete at a lowly level,” says the Absolutely Fabulous star. “I was happy to get over the first jump, anything after that was a bonus. Part of my role [as BS ambassador] is to reintroduce the public to the fun of the sport and make them familiar with the characters.” Another of Jennifer’s fellow BS ambassadors newscaster Alistair Stewart is to appear at BETA International 2012 this month (19-21 February, NEC, Birmingham.)

is the new national sales manager at Wessex Animal Health. Having previously worked for Bartletts in Dorset and Mole Valley Farmers, Keith now joins his new employer from Pfizer Animal Health’s large animal team.

• LUCY Thornhill, client development manager for Brian Thornhill and Son Insurance Brokers, enjoys mixing business with pleasure by combining her love of horses with working in the family firm. Last season Lucy showed her maxi cob Jiminy Cricket (pictured) with great success, including a place at the Royal International Horse Show. Now she has her sights set on qualifying ‘Jimmy’ for the Horse of the Year Show. Lucy is also very excited about Viva La Diva, her successful non-native coloured horse who is due to foal in May.

• Kerry Bowness has become head of marketing for Grandstand Media, organiser of the Horse of the Year Show. Kerry is a former show jumping and carriage driving editor for Horse&Hound and has previously worked as an equine insurance underwriter. “The opportunity to work as part of the team that produces one of the most prestigious and biggest shows in Britain was very appealing. We’ve got lots of exciting projects we’re working on,” said Kerry. 44 FEBRUARY 2012 EQUESTRIAN TRADE NEWS


County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees. The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

List your website here For more information call 01937 582111






Equestrian Trade News

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y



Welcome to ETN’s official preview • Timetable, floorplan and exhibitor list • Essential visitor information • New products to see • Exhibition survival guide • Be a better buyer • Feature areas explained www.equestriantradenews.com




CONTENTS FACTFILE Essential visitor information . . . . . . . . . . . . . . . 49 NEWS & PREVIEWS What to see, famous faces . . . . . . . . . . . . . . . . . 50 MAKE THE MOST OF YOUR VISIT Survival Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Better buying . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 MEET THE SPONSORS . . . . . . . . . . . . . . . . . . . 56 LIST OF EXHIBITORS . . . . . . . . . . . . . . . . . . . . . 60 EXHIBITION FLOORPLAN



INNOVATION AWARDS . . . . . . . . . . . . . . . . . . 65 FASHION SHOW PREVIEW . . . . . . . . . . . . . . 68 HORSE DEMONSTRATION ARENA . . . . 72 NEW PRODUCT GALLERY . . . . . . . . . . . . . . . 74 STAND GUIDE Safety and security . . . . . . . . . . . . . . . . . . . . . . . . . . 92 STAND GUIDE Clothing and footwear . . . . . . . . . . . . . . . . . . . . . 95

BETA International 2012

STAND GUIDE Gifts and accessories . . . . . . . . . . . . . . . . . . . . . . 102


STAND GUIDE Horse and petcare



STAND GUIDE Saddlery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 STAND GUIDE Media and information . . . . . . . . . . . . . . . . . . . 114 INTERNATIONAL REPORT China: an emerging equestrian opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 VIEW FROM AMERICA John Nunn’s transatlantic buying trip . . . 120

33 Number of exhibitors: 250+ Exhibitors from outside the UK: 50 New exhibitors for 2012: 93 Country clothing exhibitors: 50 Pet exhibitors: 11 Feed and supplements exhibitors: 19 Members of the organising team: 7 Accredited press: 100 Years established:

Distance (metres) around the circumference of the show:


5,000+ Exhibition days: 3 Eating places and bars: 7 Visitors expected:

Number of (probable) London 2012 Olympic riders appearing:

5 2

Years Virbac has been main sponsor: Weeks until BETA International 2013 takes place at the NEC, Birmingham on 17-19 February:


(Figures quoted correct at time of going to press)



BETA International 2012 takes place at the NEC, Birmingham on Sunday, Monday and Tuesday, 19, 20 and 21 February. Opening times are 9.30am-6.30pm Sunday and Monday, and 9.30am-5pm on Tuesday.

GETTING THERE The NEC is easy to reach by road, rail or air as it’s adjacent to the motorway network, Birmingham International Railway Station and Birmingham International Airport. Taxi cabs are available from outside the Atrium 1 entrance. There’s plenty of parking at the NEC, which is free during BETA International, with shuttle buses taking visitors directly to the doors of the exhibition halls. The postcode for sat. nav. users is B40 1NT.

Free coaches Coaches – free for BETA International visitors - will be running an extended service leaving Exeter, Maidstone and Carlisle early on Sunday morning, with collection points en route as they make their way to the NEC, Birmingham. An extra coach will travel up from Exeter on Monday, providing an additional opportunity for a day visit to the show, as well as collecting retailers who have been passengers on the previous day. Coaches are fitted with toilet and refreshment facilities. For late availability, contact Lynn Pattison, telephone 01937 582111 or email tradefair@beta-int.com. A refundable charge of £15 per seat is requested when booking.

Chauffeur service and shuttle bus A complimentary chauffeur service between hotels and the trade fair can be arranged in the event’s official vehicles, supplied by SsangYong. Meanwhile the free BETA International shuttle bus will collect visitors from their hotels. Ask at your hotel for details.

Hotels Birmingham and the surrounding areas have hotels for all budgets. Whether you wish to make your BETA International visit a city or country stay, the exhibition’s official hotel booking agency can help you find the perfect stop-over. Tel 01423 525577 or visit www.reservationhighway.co.uk

Admission This is a strictly a trade only exhibition; admission is free upon preregistration at www.beta-int.com or if unregistered £10 per day, per company on entry. Pre-registering also saves queuing for badges at busy times. BETA International returns an annual independently audited attendance figure by Audit Bureau Circulations (ABC). Touting will not be tolerated. For the first time this year, all visitor badges are emailed to recipients.

Eating, drinking, networking…

Win £1,000s of products! Retailers are invited to call at the ETN stand (P1.1) to enter a free prize draw to win £1,000s worth of products from companies that advertise with ETN and are exhibiting at BETA International. All you need to bring is proof of business.

Cloakrooms Visitors can store bags, coats and luggage for £1 per item, per day.

Interpreters Should visitors require their services, interpreters are located at the Information Desk.

Especially for SQPs SQPs can gain up to 14 CPD points by attending AMTRA-accredited seminars hosted by the show’s main sponsor, Virbac Animal Health. Presented by Callum Blair of Virbac, there's a 75-minute session worth 10 points on Sunday 19 and Tuesday 21 February. The same seminar takes place on each of these days, so points can be awarded only for attending one of them. www.equestriantradenews.com

Organising team... BETA International is organised by Equestrian Management Consultants, part of the BETA Group. ETN is the official and exclusive media partner of BETA International. Tel 01937 582111 or visit www.beta-int.com and www.equestriantradenews.com

TIMETABLE Sunday, 19th February 10.30.......Sherwood Forest Horse Demonstration and Seminar Arena programme commences 11.00.......Fashion Show sponsored by Puffa 12.40.......Talk Olympics with Amanda Bond and Natasha Baker* 13.15.......An audience with Alastair Stewart, Jane HoldernessRoddam and ................ Jennie Loriston-Clarke* 14.10.......Virbac Equine SQP of the Year Presentation on the Fashion Show stage 14.30.......Fashion Show sponsored by Puffa 14.45.......Alastair Stewart Press Call (press only) 15.25.......An audience with Alastair Stewart, Yogi Breisner and Oliver Townend* 16.00 ......Virbac SQP CPD Seminar – (10 points available)* Please note - same seminar content as Tuesday 16.30.......Fashion Show sponsored by Puffa

Monday, 20th February 10.15.......Virbac Press Breakfast (press only) 10.30.......Sherwood Forest Horse Demonstration and Seminar Arena programme commences 11.00 ......Fashion Show sponsored by Puffa 12.00.......Talk Olympics with Natasha Baker, Laura Bechtolsheimer and Richard Waygood* 12.40....... Meet War Horse* 14.00.......Fashion Show sponsored by Puffa 14.40.......Talk Olympics with Mary King and Nicola Wilson* 15.20.......Meet War Horse* 16.00.......Virbac SQP CPD Seminar – (4 points available)* 16.30.......Fashion Show sponsored by Puffa 17.15.......Horse & Rider Magazine Innovation Awards presentation followed by The Wine & Hamper Company Best Stand Awards presentation on the Fashion Show stage

Tuesday, 21st February 10.00.......Sherwood Forest Horse Demonstration and Seminar Arena programme commences with ‘Saddle Fitting and More’ by Denise Silman, qualified SMS saddle fitter 11.00.......Fashion Show sponsored by Puffa 11.55.......Talk Olympics with Mike Etherington-Smith and Richard Davison* 12.30.......Virbac SQP CPD Seminar – (10 points available)* Please note - same seminar content as Sunday 14.00.......Fashion Show sponsored by Puffa *to take place in the Sherwood Forest Horse Demonstration and Seminar Arena within a rolling programme of practical, product based sessions. The above times are correct when going to press but may be subject to alteration.


BETA International 2012

The TopSpec Coffee Shop is the ideal place to meet colleagues and contacts while you refresh and refuel. The KBF99 Champagne and Seafood Bar, two bars and various fast food outlets can also be found within the exhibition halls.

Further points can be gained at a second seminar, also lasting 75 minutes, on Monday 20 February. This one will bring a maximum four points. SQPs wishing to take part in the seminars do not need to book beforehand but should bring their AMTRA number so that they can register at the show.


Your essential show guide



Top riders talk Olympics SOME of Britain’s finest riders and trainers are set to appear in an Olympic themed open forum during BETA International. Show jumping, eventing, dressage and para-dressage representatives will share their personal experiences of Olympics past and their hopes and aspirations for the forthcoming competitions at Greenwich Park this summer Commentator Philip Ghazala will host the talks and engage members of the audience in question-andanswer sessions with panel members. The talks will take place on each of the show’s three days. On the Sunday, ITN newscaster and British Showjumping ambassador Alastair Stewart will join the panel to talk about his love of equestrian sport and views on the Olympic Games. Riders and trainers taking part include: Nicola Wilson, who won a • Eventing’s team gold at the 2010 World

Eventing national coach Yogi Breisner, who has • British led medal-winning teams at both the Athens (2004) and Bejing (2008) Olympics.

Loriston-Clarke, who is one of Britain’s leading • Jennie dressage riders and trainers, chairperson of British Dressage and has competed in four Olympic Games, from 1972 to 1988.

Holderness-Roddam, who won a team gold for • Jane eventing in the 1968 Olympic Games, in Mexico, has

ridden, judged, instructed and competed in a variety of disciplines over the years and is involved in the breeding of horses. • Mike Etherington-Smith, crosscountry course designer and chief executive of British Eventing, who could forget his spectacular track at the Hong Kong Games? Mike EtheringtonSmith

Equestrian Games, in Kentucky. Nicola Wilson

• Natasha Baker Photograph by Kit Houghton

Para-dressage rider Natasha Baker, who won two individual gold medals at the Para-equestrian European Championships.

Bechtolsheimer, • Laura who is No 3 in the FEI world individual dressage rankings and represented Great Britain at the 2008 Olympics.

Laura Bechtolsheimer

queen Mary • Eventing King, who has enjoyed a career spanning 30 years and has been a member of the British eventing team at five Olympics, from 1992 to 2008. Mary King on King's Temptress

Richard Waygood

• Richard Waygood, this former riding master of the Household Cavalry Mounted Regiment is now chef d’équipe to the British dressage team.

• Amanda Bond, chief executive of British Dressage, whose team has overseen a transformation of our national squad into favourite for gold in Greenwich.

Amanda Bond

“This is the start of an incredibly exciting time for the entire equestrian trade and what better way to celebrate the Olympics taking place here in the UK than to invite along to our show those who have personal experience of the Games?” said Claire Thomas, commercial manager of BETA International organiser Equestrian Management Consultants (EMC). "This promises to be a fascinating feature of BETA International and I am sure all our visitors will enjoy hearing what the riders and trainers have to say.”

Photograph by Elizabeth Knowler

BETA International 2012

Book early for 2013 – and claim a discount


SIGNIFICANT savings are being offered to companies wishing to exhibit at BETA International 2013, with early commitment and prompt payment schemes providing a handy 7.5 per cent cut to stand prices. To qualify for the early commitment discount and prompt payment rebate, stands should be booked by 16 March 2012, deposits received by 1 October and the final payment made by 7 December. “The discount offered is a great incentive for exhibitors to sign up for next year’s show and another way in which we can show our support and commitment to the equestrian trade,” said Claire Thomas, commercial manager of BETA International organiser Equestrian Management Consultants. • For more information, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com


Virbac makes it a hatrick VIRBAC Animal Health has announced its support for BETA International 2013 as it prepares to take up the main sponsor mantle MAIN SPONSOR for a third year. “We have a proud history in forging strong partnerships with the trade and promoting innovative products to build business, based on sustainable principles of worming management,” said Virbac marketing director Chris Liggett. “Sponsorship of BETA International, along with our approach to CPD and the Virbac Equine SQP of the Year Award, are integral to our commitment to supporting the trade.” Claire Thomas, commercial manager of BETA International organiser Equestrian Management Consultants, added: “Virbac’s decision to remain as main sponsor is a wonderful endorsement of the show. We enjoy an extremely successful relationship with the company and we are really looking forward to working together for another year.” • BETA International 2013 will be on 17 to 19 February at the NEC, Birmingham. www.equestriantradenews.com


Who will be top SQP? SIX finalists are in the running for the Virbac Equine SQP of the Year Award 2012, with the result to be announced during BETA International. The award aims to recognise the important role played by SQPs in offering sound and well balanced advice on worming issues. It also acknowledges the ongoing training undertaken by SQPs to achieve this level of competence. During the past 12 months, consumers have been nominating their local SQPs who, in their opinion, go the extra mile. From the many nominations received, six finalists have been invited to attend BETA International. After interview by a distinguished panel of judges that includes the 2011 and inaugural winner Suzi Law, a presentation to all finalists will take place on Sunday 19th February with the overall winner receiving their prize. “We’re delighted to announce the final six in the 2012 Virbac Equine SQP of the Year,” said Virbac equine product manager Tom Blacklock. “Our finalists have already been ‘mystery shopped’ and we have some excellent candidates - so the panel will have a tough decision to make to find a winner.” The 2012 Virbac Equine SQP of the Year 2012 finalists are: Ann-Marie Brown - Farmway, Harrogate Mandy Dawkes – Wynnstay, Denbighshire Sarah Gardhouse - WCF, Carlisle Toni Wise - Dovehouse Farm, Beds Claire Sellors – Sellors, Nottingham, Dafydd Lewis – W.D. Lewis, Lampeter

Well spotted! ETN helps you identify some of the people who make BETA International happen. Chris Liggett

Chris Liggett

James Palmer and Lynn Pattison

James Palmer

BETA International 2012

As BETA International sales manager, James looks after each exhibitor’s every need, while trade fair manager Lynn is responsible for liaising with contractors.

Lynn Pattison

Claire Thomas

Claire Thomas

As commercial manager of Equestrian Management Consultants (EMC) and organiser of BETA International, Claire Thomas keeps a watchful on the day-to-day running of the trade fair, ensuring that everything flows as smoothly as possible. Her ultimate aim is to deliver a positive experience for both exhibitors and visitors.

Philip Ghazala

Phil Ghazala

See Topthorn from War Horse


As marketing director of BETA International’s main sponsor, Virbac Animal Health, Chris Liggett works closely with the organising team. She oversees the company’s presence at the show and will definitely be spotted on Virbac’s stand H2.3 and at the presentation of the Virbac SQP of the Year Award.

BETA International’s ‘man with the microphone’, Philip Ghazala, is an equestrian television presenter and commentator. He’s in his element when interviewing the show’s celebrity visitors and has been helping bring to life exhibitors’ products in the Horse Demonstration & Seminar Arena for nearly 10 years.

Jane Holderness Roddam

Jane Holderness Roddam

As president of BETA, British Eventing and the Fortune Centre of Riding Therapy – the trade fair’s chosen charity – among others, Jane Holderness Roddam helps a wide range of equestrian organisations. She’s also a gold medal winning Olympic rider.

Richard Lawrence

Richard Lawrence

VISITORS are in for a treat when the hit West End production War Horse plays a starring role in the 2012 trade fair. Topthorn, a life-size black stallion puppet, and actors from the show will perform in the Sherwood Forest Horse Demonstration & Seminar Arena on Monday 20 February. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

As chairman of the trade fair committee, Richard Lawrence works with other trade members – many of them exhibitors and retailers – to ensure that BETA International remains the world’s No 1 show for the equestrian sector. As sales and marketing director at Matchmakers International, he has been exhibiting at the trade fair for 25 years.

Claire Williams

Claire Williams

As BETA executive director, Claire Williams heads the trade association, which works to help its members to become more profitable and professional, promotes rider safety and offers a wide range of training courses for retailers.


WELCOME TO THE SHOW BETA International 2012 54

Show survival guide Exhibitions are exciting so it pays to keep body and mind working to the maximum, says Andrea Kirkby. First, look after your body. fresh air into your lungs.


ake sure you’re wearing comfortable shoes - and this applies to men as well as women. You’re going to be spending most of the day on your feet. Thin soles, shoes that pinch, new shoes and high heels are all bad news. Don’t get dehydrated. Take some mineral water with you and make sure you have a drink every hour or so. Don’t rely on coffee or tea – they’re not particularly good for hydration, and they have a diuretic effect, which might necessitate an unscheduled break elsewhere! Do make sure that you take a break from time to time. More than four hours without a break, and the best and most energetic of us will start to flag. Neither salespeople nor visitors can operate without a few minutes ‘quiet time’. Even if it’s just ten minutes, get away from the stands, switch off - go for a walk. Try to get outside the exhibition space for a few minutes, get out into the daylight and get some

Each morning a quick walk or jog before the show opens will give you an appetite for a proper breakfast to give you the energy you’ll need for the day. The NEC has jogging tracks laid out in its grounds. Mental refreshment It’s not just your body that needs looking after though, it’s your mind. To keep you mentally fresh, use short breaks to visit stands that are slightly outside your normal area of interest. For instance, visit the stands that offer ancillary services or exhibiting publications. You might get a different angle on the market and you’ll be looking at something new. Whether you are visiting or on a stand, keep a notebook with you. If you’re an exhibitor, look at other people’s stands with a critical eye. Write down ideas that appeal, whether it’s the theme, the way the stand is laid out, a competition they’re running – whatever you find interesting. Visitors, on the other hand, will it useful to make brief notes on what they’ve seen, special deals and contact numbers – business cards can be easily lost. After hours During a three-day exhibition such as BETA International, you have the evenings to recover, unless you have business meetings organised. It’s a good idea to get out after hours, perhaps for a meal. In Birmingham, why not visit the Balti Triangle? With Indian shops and supermarkets as well as balti restaurants, it’s


always a place with a buzz. And last bit of advice? Get an early night – you’ll need it! Exhibitors: Don’t be a turn-off You’re at this exhibition to help people; and most people are polite – they won't interrupt if you’re doing something else. So don’t use your laptop. Don’t read a book either. If you’re bored, catch someone’s eye and have a chat. Don’t eat your lunch on the stand. Apart from the fact that you really ought to take a break, potential clients won't enjoy the sight of you eating. Go to the café instead. Position yourself so that visitors feel you are approachable. So don’t turn your back on the aisle. Don’t sit behind a desk – it creates a barrier between you and your visitors. In fact, don’t sit down at all. Your visitors are standing up – you ought to be too. Don’t chat all day with your colleagues. You should be chatting with customers and visitors. Surely you know how annoying it is to go into a shop and find both the

shop assistants too busy in a conversation to help you? The same applies to exhibition stands. And don’t leave the stand unattended. People don’t come to exhibitions just to look at pictures and pick up brochures – they want to talk. Finally, and most importantly, smile; look happy to be there. You have great products, you have a great stand – communicate your enthusiasm and switch those customers on. Body language: The art of doing business In an era of electronic, and some say remote, communication, we’re in danger of losing our body language skills. Understanding this form of messaging encompasses not just how we ‘hold’ ourselves, but also how we position ourselves, the use of space around us, facial expressions and eye movement, touch, the use of non-bodily things such as pens, and the tone, pitch, speed and volume of our voice. While reams can be written on body language, here are some tips to get the best out of


people you meet. While you want to appear confident, don’t go overboard in faking your body language; it’s a dead giveaway. For example, do develop a confident handshake and make eye contact, but if you go too far you’ll crush the other person’s hand and appear insincere. Resist all signs of boredom and disinterest such as diverted gaze. Use techniques such as gentle head nodding to indicate attentiveness. But nod too fast and it’ll indicate that you want the other person to speed up. At the same time, resist crossing your arms (or legs) as it will look defensive. Control your hands. Pointing or jabbing a finger in the air is quite aggressive while touching or scratching your nose as you speak might indicate a lie or exaggeration of some kind. Having your hands in your pockets doesn’t look good as it shows disinterest and boredom. Understand that everyone has their own personal space

so, unless you’re with a spouse or family and friends, you really should stay around 1.5 metres away from the person you’re talking to. If you want to generate more trust consider mirroring the body language of the person you are talking to as it subconsciously affirms belief in what the other person is saying. The same applies to speech; if you talk faster and louder than the other person, you could be seen as aggressive. Mirroring their speech patterns will work to better effect. Lastly, be careful with verbal or physical expressions as cultures vary around the world. A simple gesture considered harmless in the UK could be insulting to overseas visitors. http://en.wikipedia.org/wiki/Lis t_of_gestures offers an insight to gesture meanings around the world. There’s a great guide to body language here: http://www.businessballs.com/ body-language.htm#bodylanguage-introduction

About the author Andrea Kirkby is a freelance business writer with years of experience working in the City.



Meet the sponsors BETA International is sponsored by some of the equestrian industry’s leading names. ETN finds out a little more about them.

Main Sponsor Virbac Animal Health MANUFACTURER of leading worming brands Equimax and Eraquell, Virbac is a well-respected international company noted for its commitment MAIN SPONSOR to responsible worming and education. Over the past 10 years, it has been at the forefront of responsible and sustainable use of wormers. Virbac has also entered into a series of high-profile sponsorships as part of its ethos of giving something back to the equestrian world, including the Horse of the Year Show, the Royal International Horse Show and riders such as Pippa Funnell and Ellen Whitaker. Virbac will announce the winner of its Equine SQP of the Year Award at BETA International. This industry accolade seeks to reward those who provide fantastic customer service and sound animal health advice. “We are delighted once again to be the trade fair’s main sponsor,” said the company’s marketing director, Chris Liggett. “Virbac launched its first equine wormer, Eraquell, in 2001, closely followed by the first combination wormer, Equimax. We are proud of the contribution we have made and feel it is fitting to celebrate the end of our 10th anniversary with BETA International.”

Horse Demonstration & Seminar Arena Sponsor Sherwood Forest QUALITY, functional and affordable country sports garments have been designed by Sherwood Forest since 1974. Its company motto, “From small acorns great forests grow”, is certainly true of this family-run business, which aims to deliver a tailored and personal service to all its customers.

Coffee Shop Sponsor TopSpec TOPSPEC is owned by experienced equine nutritionists who strive to achieve excellence in every aspect of their products - from the quality materials used to the excellent formulations and manufacturing processes, meeting the highest European standards. The company’s product range, including balancers and supplements, is well respected by the equestrian industry and has been used successfully to improve the performance, condition and relaxation of thousands of horses.

Champagne & Seafood Sponsor Vale Bros

Fashion Show Sponsor PUFFA

BETA International 2012

THIS truly iconic brand has enjoyed a loyal following among royalty and sporting professionals throughout its 38-year history. Following PUFFA’s acquisition by Sherwood Forest last year, it has undergone a period of growth and development as popular and fashionable styles are added to its existing collections.


THE company famed for its 225-year history of manufacturing grooming brushes has become a sponsor to mark the launch of its new product, KBF99. Vale Bros managing director Peter Wilkes says it is supported by patented technology which will transform grooming and stable management principles for ever. “The KBF99 will grow the market value substantially,” he adds.

Have you seen ETN...?

New Product Gallery Sponsor Redpin Publishing SEVENTEEN years after it started to publish its own magazines, Redpin now has seven regional titles. Free and with an excellent “pick-up” rate, they are distributed in a variety of outlets, including tack shops, equestrian centres, competition venues, livery yards and feed merchants to reach their targeted readership. The Native Pony Magazine is the latest title in the Redpin Publishing portfolio of magazines. Dedicated to Britain’s native pony breeds, this bi-monthly publication was acquired by Redpin last August. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

If you keep hearing that each month but don’t have a copy of ETN to hand, perhaps you’d like to order the leading equestrian trade magazine on subscription. ETN goes free to UK retailers and BETA members, and is available to all other members of the trade via subscription. Many subscribers choose to have more than one copy delivered to their place of work each month to share with colleagues, to take home to read or to keep for reference. To make life easier, ETN subscriptions are now available on direct debit. It’s easy to arrange, call Clair Leachman on 01937 582111, email clairl@betaint.com, call at the Equestrian Trade News stand (P1.1) at BETA International or visit www.equestriantradenews.com



Innovation Awards Sponsor Horse&Rider Magazine

Which will be best stand?

ONE of the UK’s bestselling equestrian monthly magazines and voted the IPAC Consumer Magazine of the Year 2010, Horse&Rider targets dedicated horse owners and riders who want the best for their horse. Editor Alison Bridge and her team produce a colourful and informative read, with regular features on all aspects of horse care. The magazine is a highly respected reference point for new product information and triedand-tested reports.

The stands at BETA International are renowned for their professional and eye-catching presentation. This year, a number of longstanding exhibitors have invested in new, and in some cases, larger stands. Exhibitors’ annual efforts are recognised with the presentation of two Best Stand Awards. The accolades, which go to the winner and runner-up in each of the 32 square metres and over and under 32 square metres categories, are sponsored for the tenth consecutive year by The Wine & Hamper Company. All BETA International exhibitors are automatically entered into the Best Stand Awards. This year’s judges are Tony Morley from The Wine & Hamper Company and a representative from BETA International’s chosen charity, the Fortune Centre of Riding Therapy. Both Best Stand Award winners will receive trophies plus sumptuous hampers from The Wine & Hamper Company. See next month’s ETN to find out who wins.

Visitor Carrier Bag Sponsor Caldene THIS world-renowned brand has a fine reputation for timeless classic garments, such as tailored tweed show jackets and stylish riding breeches. Caldene also offers an extensive range of clothing and equipment for horse and rider, and fashionable leisurewear.

Exhibitor Goody Bag Sponsor Horse & Hound ONE of the UK’s leading equestrian magazines, Horse & Hound has a weekly readership of 257,000. It appeals to the dedicated and affluent equestrian consumer whose interests cover all aspects of horse sport.

BETA International 2012



Next month, ETN’s March issue will be packed with news, reviews and reports from BETA International 2012. We’ll be telling you the full results of the innovation and best stand awards – including what the judges had to say – and who launched which new products. ETN will also be catching up with some of the famous faces at the fair to celebrate the coming London Olympics. From the fashion show to the horse demonstration arena, ETN will be watching the action. The March issue of ETN will also cover the 2012 BETA Business Awards and bring you a report and pictures from the trade’s most glittering social occasion, the BETA Gala Dinner. To find out more about getting involved with ETN, contact Nicki Lewis on 01937 582111. Meanwhile, if you have a BETA International story to tell, let us know on editor@equestriantradenews.com


Official Vehicle Sponsor SsangYong VISITORS are offered a free chauffeur service to and from their hotel to the show in a SsangYong Rexton. This fourwheel-drive workhorse has a 3.2 tonne towing capability capable of tackling both tough terrain and long motorway hauls with ease. It is powered by an advanced, 2.7-litre, five-cylinder turbo diesel engine.

Official Clothing Sponsor Toggi TOGGI and Champion, of Finest Brands International, are two of the best-loved names in the equestrian sector, standing for style, practicality and performance. The Toggi range features garments to cover every country and equestrian need while its footwear offers a winning combination of choice and value.

Best Stand Awards Sponsor The Wine & Hamper Company

THIS Leicestershire-based business supplies an extensive range of gift packs and hampers for the corporate and gift markets, both at home and abroad. It also operates a wineimporting and wholesaler service. www.equestriantradenews.com



EXO² Fairfax Saddles Ltd Fan-O-Menal GmbH Fieldhouse Riding Equipment Ltd First Euro Flightman Enterprises Fly Away Ltd The Fortune Centre of Riding Therapy Fyna-Lite Gabriella Shaw Ceramics Gallop Equestrian Ltd Gatehouse Glenbrae Grays of Shenstone Ltd Greenans Products Limited Gumbies Footwear H K M Sports Equipment GmbH Harpley Equestrian Ltd Harry Jo & Co Ltd Hastilow Competition Saddles Haygain HBA For The Equine Athlete Heavenly Horse Ltd High-Withers Holland Animal Care Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse Clothing Impex PVT Ltd Horse First Horse Health Horse Tech International Horse World Live Horseshape GmbH &Co.KG Horseware Ireland Horslyx Horze Hospodar International HOSSuk.com House of Cheviot HowHi Markers Hunter - Outdoor Ideal & WRS Saddle Company Ltd Intelligent Retail J A Allen Jack Murphy B Jenkinson & Sons Limited John Hanly & Co Ltd Joules Joy-Riderz Jumpstack Ltd Kanyon Outdoor Kennedy Equi Products Keratex Hoofcare L P D – Equine Laundry Equipment L S Sales (Farnam) Ltd / Leslie Sutcliffe Lexvet International Life Data Labs Inc Likit Products MAG Equestrian Washing Machines Manna Pro Matchmakers International Ltd Maxavita medilogic Merial Animal Health Limited Mervue Equine Mirrors for Training The Mounted Games Shop Ltd Natraliving Health Neue Schule Nikwax Waterproofing Non Tip Feeder / Dog Rocks UK Oakwood Europe Olney Headwear Oxford Blue Pampeano Polo Patrick Saddlery Ltd Peak & Brim Pegasus Health Pellet Beds The Perfect Fit Saddle Fitting Kit


J6.1 F3.1 C5.1 C6.1 F1.1 A1.2A D3.1 D9.2 J1.2 A2.1 K6.1 D5.1 K8.5 H2.2 A3.2 M1.1 N2.1 A1.1 M6.2 H6.2 K4.1 E3.8 J4.1 B3.2 D8.3 P9.2 K8.1 P7.4 E2.8 J.3.2 H2.1 L3.3 D8.2 C3.2 E5.1 K2.3 K3.1 D7.2 E2.4 P7.2 D6.2A K1.1 J6.2 C4.4 B4.2 P4.1 D4.1 L6.3 P8.1 B7.3 C4.2 N5.1 A3.1 D6.1 C3.1 A1.2 B5.1 F1.4 D8.1 F1.2 E3.6 H3.1 E2.5 E3.7 E1.6 C2.1 E3.9 B4.3 B1.2 D2.1 P3.1 C3.3 H6.3 P3.2 M5.2 F7.4 H6.1 J1.1 B7.2 E3.4 E7.3


Pet Republic Ltd Pittards PLC PJ Pet Products Point Two Air Jackets Premier Equine International Ltd Prudance Holland B.V. PS Clothing Ltd PSC Outdoors Puffa Pureflax Racewood Limited Racing Blue Storm Raj Exports Redpin Publishing Ltd Regatta Ltd Riding for the Disabled Association Rissfa International Rocking Horse Industry The Rose Rugged Horse Ltd Rugs R Us Ltd S S G Gloves The Saddle Company Ltd The Saddlery Training Centre Sally-Anne Lugg Sarm Hippique SRL Schockemöehle Sports SealSkinz Limited Sebago Sherwood Forest Shires Equestrian Products Showing World Silverfeet Silvermoor Haylage Edward Sinclair Smart Grooming Smarthooves Snowbee International Corp. Snowflake Animal Bedding Ltd The Society of Master Saddlers Softhorse Ltd SsangYong UK Stable Environment Limited Stetson & Hardy & Parsons Stormafit Ltd SupaStuds Ltd Suregrow Fertiliser Swanndri T M Startech T R M Ltd Tagg Equestrian Target Dry Ltd Taurus Footwear Tayberry Outdoor Toggi/Champion TopSpec Equine Ltd TORQ Ltd Treasure Trove Toys Trelawne Equine Ltd Trilanco Tubtrugs & Wm Faulks Tools Tuffa International Footwear Two Fair Mares Ukrosettes Uncle Jimmy's Brand Products Vale Brothers Ltd Vetericyn Animal Health Virbac Animal Health Waldhausen GmbH & Co KG Westgate EFI Westgate Laboratories Ltd Wicked or What Wine and Hamper Company Worklite Ltd www.horsefixator.com Your Gift Horse Your Horse & Horse Deals Zaid International Zilco Europe Ltd


A2.4 N4.1 D5.2 K7.1 K5.1 Q1.1 M7.1 L6.2 P3.3 B1.4 E6.2 B2.4 F7.2 J4.3 M6.1 B5.3 D9.3 B3.3 P5.2 D3.4 D6.2 D5.3 H5.5 H6.4 C2.2 L2.1 K2.2 N3.2 K4.4 Q3.1 J2.1 E2.6 D1.1 B2.2 P7.3 B6.2 A2.3 D2.2 L1.1 J8.1 F7.1 F6.1 E3.2 P6.4 N3.4 F1.3 C.2.3 M1.1A A2.2 E1.1 G2.1 M5.1 K7.3 K4.3 F3.2 J4.2 E2.2 F5.1 B7.1 J5.1 B6.1 P5.1 J2.1 C1.1 D3.5 M3.1 D9.1 H2.3 F4.4 E6.1 C1.3 D6.4 E3.13 K4.2 B1.1 L5.1 L3.1 C4.1





D8.2 D8.1

B7.2 B7.3


B7.1 B7.4
















H5.2 H5.3





B6.3 B6.2


D6.2A D6.3






N5.1 N5.2



P11.1 P11.2
















P9.1 P9.2



M6.1 J6.1


K7.2 K7.3




F5.1 H4.1 J5.1







F4.2 F4.3















F4.1 D5.2 D5.1















Anderson & Co A1.3 Appaloosa Equine Creative Agency K8.6 Arctic Fox P10.1 Ariat Europe Ltd H4.1 Art Equine Christina Boetzel C5.2 Ashwood N3.3 Asmar Equestrian K6.2 Aspfase B6.3 Frank Baines Saddlery Ltd L4.1 Barnsby B2.3 Battles G3.1 Beaufeeds H5.2 Bedmax Ltd J1.3 Bedsoft and Haysoft C3.4 Belstane Marketing Ltd P2.1 Bogs Footwear P6.2 Bolla Bags N5.2 Bonart Ltd M2.2 Breyer Horses D4.2 Bridleway Equestrian J3.3 The British Centre for Equine Education and Training F7.3 British Country Collection N1.2 British Equestrian Trade Association G4.1 The British Horse Society C1.2 Brodie Cashmere M5.3 Buffera P5.3 Cabotswood LLP N3.1 Capz P6.1 Carr & Day & Martin, Day, Son & Hewitt F2.1 Carrots UK Ltd M3.2 Cedar Clothing L3.2 Le Chameau M4.1 Charles Owen & Co (Bow) Ltd K2.1 Chiltern & Thames Rider D8.4 Chrysalis Clothes Ltd P7.1 Classic Showjumps H1.1 Cloakrooms H5.4 Commando Knitwear P11.2 Contigo K8.3 Countrysmiths B2.1 Coxwear (UK) Ltd M2.1 Craghoppers K9.1 CSY Retail Systems Ltd B3.1 Cushionbed B7.4 Dainese E1.4 Davenport Burgess E3.11 Dee Two Ltd L7.1 Dengie J3.1 DERT H5.1 Designs By Loriece B5.2 Dock of the Bay L6.1 Durango F4.1 Easitill Ltd N4.2 Ekkia E4.1 Equest + Equest Pramox M2.3 Equestrian Life Ltd D6.5 The Equestrian Magazine E2.4A Equestrian Supplies Ltd L2.2 Equestrian Trade News P1.1 Equestrian Vision K8.2 Equi Style C5.4 EquiAmi D6.3 Equilibrium Products F2.3 Equimatters D7.1 Equine Acres B4.4 Equine Careers D7.4 Equine Connexion E7.4 Equine Essential Oils Ltd D3.3 Equine Fusion Jogging Shoe E2.1 Equine Management Limited J9.1 Equi.Quote.com E7.1 EquiSapiens F2.2 EQUIscan U.K. E7.2 Equitana – Equestrian Sports World Fair M6.3 Equivation and the Profiles Range E1.5 Equus Imports ltd B5.4 Eqyptian-items E3.12 Eskeez Super Thermal Base Layers K8.4 Estribos Argentina K7.2 Euro Racing M1.2 Euro Trend (PVT) Ltd E3.10




This Floorplan and Exhibitors’ List is correct as of 20th January 2012. E&OE

P6.1 P6.4




















J4.2 A2.4


















E3.1 E3.9











E2.4 E2.4A E2.5



E2.7 E2.6











C2.2 C2.3








A1.2A A1.2






F3.1 J3.1










E3.10 E3.11 E3.12 E3.13


A2.3 A2.2




E1.5 E1.6









J2.1 K2.2


L2.2 N2.1





M2.2 P2.1





M2.1 M2.3




A1.1 B1.1 B1.2







F1.1 F1.2 F1.3










M1.1A M1.2 N1.2




2012 19-21 February 2012 NEC, Birmingham, UK

Retailers visiting BETA International are invited to call at the ETN stand (P1.1), bring your business details and enter our free prize draw. You could then be in the running to win the following for your store. Remember – winner takes all – and you can enter only at BETA International 2012...

Abbey England Bit of your choice Absorbine Show sheen Stain remover & Show sheen 2 in 1 shampoo Airowear Two helmets and base layer Alan Paine Knitwear Ltd Choice of a gent’s cotton shirt or a gent’s lambswool v neck. AloeRide® /Santé Franglais Three months’ supply of AloeRide® Barnsby Barnbsy Bridle Battles Townend Power Ladies Ribbed Zip Hoodie - Melange Grey Beaufeeds 1 x4 units of 5L Beauequine Horse Feed Supplement to the value of £224's britishequestriandirectory.com 12 month gold listing on www.britishequestriandirectory.com worth £95

Belstane Neoprene Boots BETA Two day delegate tickets to 2012 BETA Conference Brian Thornhill Insurance 25% discount off equestrian retail insurance with Equi-quote.com Buffera Active Buff Classic Show Jumps Saddle carrier Craghoppers Craghoppers Kiwi Outfit x 2 (1 male and 1 female) consisting of a short sleeved Kiwi Shirt and a pair of Kiwi Classic Trousers. Equestrian Supplies Countess stock with scrunchie to match Equisapiens EasyCue curved whip and KED helmet ETN 12mth subscription Faulks Wm Faulks profit pack Fyna-lite Two x mini muckers


Grays of Shenstone One x bronzed model of horse/pony Greenans Smartbox animal feed storage bin Horseware Ice Vibe Boot Horze Horze Grand Prix Full-Seat Breeches, Ladies' £79.05 or Horze Grand Prix Full-Seat Breeches, Men’s £74.90 or a product from our catalogue worth £75. B J Jenkinson Kidz Saddle, complete with stirrup Irons and leathers L S Sales (Farnam) Ltd/Leslie Sutcliffe 20% off a £300 or more purchase not including VAT or delivery. Puffa Puffa Henshawe gilet (ladies) or a Burton gilet (mens) Regatta Lined Waxbill waterproof jacket S S G Gloves 1 pair style 2100 Digital gloves Schockemöehle Sports 1 winter and 1 summer jacket

Sebago 1 pair of Sebagos Silverfeet 4 free 400 ml jars of Silverfeet one of each of the colours Smart Grooming Range of yellow handled smart tails 1 x super fine, 1 x fine, 1 x medium, 1 x coarse Toggi/Champion Toggi Cotswold jacket and a Toggi Reef jacket TopSpec One x bag of TopSpec Cool balancer Torq Voucher towards a Half Day Fitness/Theory & Training Consultation Day worth £120 or TORQ products to the retail value of £50 Your Horse / Horse Deals Digital ad campaign across www.yourhorse.co.uk and www.horsedeals.co.uk worth £2,500 Zilco £200 value wholesale


Win £1,000s worth of goods!

• ETN thanks all companies who have so generously given prizes.



Among the most eagerly awaited announcements at BETA International will be the results of the Horse&Rider Innovation Awards. ETN previews these important industry accolades.


he Horse&Rider Innovation Awards are judged in seven categories: Saddlery & Tack, Rider Clothing, Safety & Security, Feed & Supplements, Horsecare Products & Equipment, Pet Products and Other. They are so sought-after because the winners are virtually guaranteed publicity across the equestrian media. In addition, each winner is entitled to display a special logo on its product literature and advertising. It all adds up to a prompt for consumers to ask their retailers for the winning products. As you tour the exhibition stands at BETA International, you’ll see products entered for innovation awards indicated with special labels. Judging takes all day Sunday, with the presentations made on the Fashion Show stage on the Monday. Early indications are of particularly strong entries throughout all categories this year. Six representatives from across the equestrian industry have been named as judges of the BETA International 2012 Horse&Rider Innovation Awards. They are:

MICHAEL PEACE Michael Peace uses his Think Equus philosophy to help riders and horses achieve their ultimate goals. He began working with horses 25 years ago as an apprentice jockey in Newmarket. Michael has published three books and worked with organisations such as the Blue Cross, the Metropolitan Police, World Equine Welfare and Thoroughbred Rehabilitation. He is a regular contributor to Horse&Rider magazine.


STEVEN BEANE Current world champion farrier Steven Beane has held the title three times. An England farriery team member, he’s also a two times European champion. Steven, an Associate of the Worshipful Company of Farriers (AWCF), travels widely to judge and give clinics. He runs a shoeing business in Northallerton, North Yorkshire. Steven regards shoeing competitions – which he began at the age of 16 – as his hobby. www.equestriantradenews.com

The equine event director at Hartpury College, Janet Plant has competed in all disciplines, including dressage up to prix st george. She confesses that horses are her “life, work and pleasure”. Janet is a former British Eventing (BE) technical adviser and British Horse Society (BHS) chief examiner. Her voluntary work has included organising Weston Park International Horse Trials. Janet received the BHS Award of Merit in 1986 and the BE Award in 2007. She hunts with the North Shropshire.

DANNY BUTLER The Metropolitan Police Mounted Branch’s director of equestrian training, Inspector Danny Butler, is based at Imber Court, Surrey. Danny oversees and co-ordinates all rider training, the sourcing and buying of horses, public order training, veterinary liaison, the retirement and rehoming of horses and leading the activity ride, as well as running presentations for students and visitors. He sits on the National Association of Chief Police Officers’ Mounted Working Group, which works towards standardising policies and procedures that affect the governance of mounted resources in England, Wales and Scotland.

BLYTH TAIT British based New Zealand eventer Blyth Tait has returned to competition after a seven-year ‘retirement’ during which he trained racehorses. He has won four Olympic medals – including gold – and four world championship gold medals. Blyth won Burghley twice, on Chesterfield in 1998 and in 2001 on Ready Teddy his Atlanta Olympics gold medal winning partner. A renowned coach, Blyth was New Zealand team manager at the 2006 world championships and 2008 Olympics. to the Horse&Rider Magazine Innovation Awards is open • toEntryall exhibiting companies, provided the products have been new to the market during the previous 12 months. These awards have no connection with the Redpin Publishing New Product Gallery, although some products may appear in both.


BETA International 2012

The editor of Equestrian Trade News (ETN), official media partner to BETA International 2012, Liz has worked on newspapers, equestrian consumer titles and business-tobusiness magazines. She loves riding her favourite mare, Stella - and often thinks of ideas for the magazine while looking after her horses. An equestrian trade ‘anorak’, Liz has attended every BETA International since the year dot.



Innovation on parade


BETTER BUYING BETA International 2012 66

Are you ready to ‘work’ the show? Retail buyers need a plan if they’re to make the most of visiting BETA International, says Elaine Welsford.


efore you even set out for BETA International, take a long, hard look at your current stock.

Using the sales history from the previous year, identify areas where the offering is lacking, then pinpoint product areas you need to add to or refresh with new lines. Do a print-out of your sales history and the current prices you’re paying your suppliers, and take it to BETA International with you to refer to and help you decide on budgets for each sector. It’s also a useful way of avoiding over-spending in one area. Make appointments prior to the show with companies you know you want to see because they are your main suppliers. Armed with a diary of appointments, you can then build in time to look at new products and to research products you are looking to introduce. Take key members of staff with you if possible. Visiting BETA International gives them the unique experience of seeing all these products under one roof, allowing you and them to evaluate and compare to a degree not possible at any other time. Finding the best buys It’s difficult to cover the show effectively in one day. If you can manage the time, spend at least two days there. If you’re rushed, you won’t be able to cover all the stands – and mistakes can be made, or products missed, if you feel you’re running out of time. On many occasions, a buying decision is made and then a better one found later in the day. So the golden rule is to take the time to research a product whether it’s an existing line or a new one – before you jump in and order. Buy a BETA International catalogue so you can find your way around the exhibition. It’s also a good reference guide and gives you contact numbers for the rest of the year. Concentrate on each sector of your business one at a time so you remain focused. Visit the Redpin Publishing New Products Gallery and itemise products of

interest that you wish to follow up. This also applies to the Puffa Fashion Show and product sessions in the Sherwood Forest Horse Demonstration & Seminar Arena.

Don’t rule out the overseas companies; their delivery and service is usually as good as UK based suppliers. Taking in these feature areas might initially appear to use up your valuable time; but the exercise can ultimately prove to be a time saver as you can often instantly see what you need or fresh ideas. Choosing new products When searching for new products, make sure you look at a good range from various manufacturers before making the final decision. Carefully consider the best price point and customer profile of your business too.


The criteria should be price, quality, performance and, most of all, innovation. Your customers are constantly attracted to new products, so always ask about point of sale and merchandising materials and, if required, the availability of staff training by the company representatives. All of this will help the product be a success in your store. Remember to look at the smaller stands too and don’t rule out the overseas companies; their delivery and service is usually as good as UK based suppliers and offers you something different to show you customers. Doing the deal When visiting stands, look out for show offers; these can save you money and are available on most stands at the show. With your budgets decided upon before you go, take advantage of these at all times. Over the year, offers can add up to a huge difference in your profits. And don’t be afraid to negotiate if they are not advertised! If you place an order, get a copy and ask for a confirmation to be sent through with delivery dates confirmed. Keep a running total of your spend and always compare with the budgets you set yourself. Your orders need not be made at the show, as you may prefer to consider and cost these away from the exhibition. But if the option to buy with a discount is available, then making a decision there and then may be a good option price wise. The alternative is to ask for confirmation that the offer will be held if you order within a certain time after the show. Don’t be afraid to ask for extra discount; it’s still cheaper for the company than sending a rep out to you after the fair. Finally, look out for competitions and offers on the stands - you might win yourself a prize. There’s a massive prize draw to win £1,000s worth of products on the ETN stand, so do call there. Keep drinking the water, don’t forget to eat lunch and sit down for a time to collate your progress so far. Most of all, make sure your visit to BETA International 2012 is enjoyable and profitable. www.equestriantradenews.com

MARGIN AND MARK-UP Margin (or gross margin) and mark-up are two ways of expressing the difference between the cost of a product and its sale price. However, margin and markup are computed differently and are used for different purposes, depending on which is more suitable. Most small businesses use mark-up formulas, but many neglect margin. That's a mistake, since using margin as a tool for analysis helps improve profitability. It's well worth the time for any businessperson to know the difference between margin and markup and how to use both. Identification Mark-up is the amount (usually expressed as a percentage) that is added to the cost of a good to set the selling price. For example, if an item costs £10 and the mark-up percentage is 50%, you add 50% of £10 or £5 to get a price of £15. The margin of an item that has a £15 price and a cost of £10 is the price minus the cost (in this example, £5). Express this as margin percentage by dividing the margin by the price and then multiplying by 100. Our £5 margin, divided by the £15 price (x 100) yields a margin percentage of 33%. Significance Margin and mark-up have different uses. Generally, a mark-up formula is used to set the price of a product. It's a simple and easy way to guide sales personnel and managers. Margin is more useful for analysing sales and expenses. Typically, you use data from a given period (such as the previous calendar quarter) to determine how much margin is required for existing sales volume to cover added expenses plus an adequate profit. The goal is to use margin analysis to adjust prices and determine what your mark-up formula should be. Features The cost of a product is a common factor for both margin and mark-up. It consists of the purchase price of the item (raw

materials) plus labour and may include items like breakage allowance. Cost does not include other expenditures such as rent, administrative salaries and office expenses. A margin analysis takes actual data on costs, sales and expenses and creates a model that allocates the proportion of expenses that the margin must cover. Once you do this analysis, you have the necessary information effectively to set or adjust prices and create a useful mark-up formula for pricing. Function It’s frequently necessary to convert margin to mark-up to establish a mark-up formula. To do this, subtract cost from the sale price to obtain the margin. Then divide margin by cost (multiply by 100 to get the mark-up percentage). For example, an item with a cost of £10 and a price of £15 has a margin of £15 minus £10, or £5. Divide £5 by cost (£10) and multiply by 100 to get the mark-up percentage of 50%. You don't really need to convert mark-up to margin; just subtract cost from the price to get the margin. Divide by the sale price and multiply by 100 to find the margin percentage. Considerations Determining the right mark-up to set the price of a product is vital. You don't want to under-price or overprice products. Tracking margin on a regular basis enables you to avoid both problems. Using margin to analyze sales and expenses can also help you to identify products that are not ‘pulling their weight’. Another advantage is identifying how much you can offer in coupons and sales to build customer base and sales volume without discounting too deeply.

About the author Elaine Welsford has ‘worked’ BETA International for many years as both buyer and exhibitor. She runs an independent business consultancy specialising in equestrian commerce.




Va-va-voom in the room ETN whets your appetite with a sneak preview of some of the great gear that’s revving up for the runway at BETA International’s Fashion Show.


he Puffa Fashion Show is the place to check out the latest autumn/winter 2012 collections. There are gorgeous hues of ripe plum, slate grey, scarlet and rich chocolate that are bang ontrend and set to make their mark on the catwalk. Quilted jackets exploded on to the high street last year when everyone embraced the Big Country look. Months later, and the fallout can still be felt as quilted fabrics make their début across several clothing ranges. Tweed – once the choice of middle-aged ladies and gents – has been re-energised, rebranded and embraced by a more youthful market. Look out for some seriously stylish gear made from this perennial favourite. There’s no doubt that London 2012 has influenced many collections, with sporty jackets, hoodies, rugby tops, sweatshirts and polo shirts under starter’s orders. And badges, flags and logos are the embellishment of the day for that cool, competition look. With three shows on Sunday and Monday – and two on Tuesday – there’s plenty of opportunity for buyers to sit back and select their favourite garments. From fashionable leisurewear for on and the off the yard to the latest riding gear, there’s something for everyone. Take a look at the highlights from each range…

Sherwood Forest Thorndale gilet for men and women – it brings clean, classic lines with a light fill, diamond quilting and a corduroy trim. Stand Q3.1

Battles Townend Neo ladies’ rugby top – with a contrasting collar and sleeves, this black-and-fuschia top is a key player in the Townend Collection. It sports the brand’s No 11 appliqué design to the front and back for that switched-on, sassy vibe. Stand G3.1

Tuffa International Footwear

BETA International 2012

Country Riders – boots made from waterrepellent Nubuck leather, with a snug sheepskin lining to keep feet snug and toasty. Stand P5.1


Puffa Country Sport

Horseware Ireland

Allington gilet – this beautifully fitted garment really rocks the country look for this iconic brand. It is nicely padded for a stylish outline and fashioned in a pretty plum, with embroidered Puffa logo and feature metal press-stud fastenings. Stand P3.3

Odette ladies’ hoody – with chunky good looks and some luxury finishes and detail. We’re loving the rope cord, front zip trim and embroidered Horseware logo. Stand E5.1





Harry Hall


Team GBR Bo – a sporty and stylish hooded sweater with contrasting red woven cords, front double-pocket and embroidered features to the sleeves and front. Stand F3.2

Dervock gilet – padded and quilted, and perfect for wearing over rugby tops, this features a two-way zip and detachable hood. Stand H3.1

Infinity Buff – an addition to the popular Buff range, which features a decidedly technical edge without compromising on the brand’s definitive style. Stand P5.3





Ekkia Equi-theme bomber jacket – a leading light in the brand’s CSI 5* collection, it features a riot of embroidered logos and flags for a fashionable take on this classic garment. Stand E4.1

Jack Murphy Reece ladies’ quilted jacket – oozing charm and quality, this stunning garment with flashes of co-ordinating colour and a press-studded vent looks equally at home in town or the country. Stand P4.1


BETA International 2012

Limited-edition Outlyne body protector – featuring new UltraFlex II technology, a four-layer supple foam that allows it to curve to the body for a flawless, flexible fit. Stand F4.3


Horseware Ireland Pessoa Lorena padded jacket, Clarinda ladies’ polo neck, Piuma ladies’ breeches, Torres down jacket and Belterra breeches – bring an air of country chic to the catwalk. Soft fabrics, feather fills and fur trims, coupled with an exquisite colour palette, make this a winning autumnal collection. Stand E5.1

Asmar Equestrian All Weather Rider – a sophisticated jacket in a vibrant plum colour. It features a cleverly concealed skirt that can quickly and easily be released to fit over the saddle to keep things dry when the weather turns rainy. Stand K6.2

Tottie Peony hooded top – this brings a riot of colour to the show, with its plum, pink or blue colour options. It is styled from soft fabric to fit nicely under a gilet or jacket. Stand H3.1 FEBRUARY 2012 EQUESTRIAN TRADE NEWS



Products spring into action... BETA International visitors can see products put through their paces in a series of practical sessions, featuring two live horses, at the Sherwood Forest Horse Demonstration & Seminar Arena. Here’s a taste of what to expect...

For a great interactive experience, see fleece, stable, and turnout rugs, bandages, long and short travel boots, halter packs and neck covers from Sherwood Forest (stand Q3.1) in action on the resident horses. The same values apply to Sherwood Forest’s equine gear as its famous clothing ranges: good quality products that are durable and excellent value for money with design that compliments the wearer. See how Sherwood’s carefully created garments can work as well for horses as for their riders.

Everything your customers need for mounted games – be it • for fun, training or serious competition – will be demonstrated by The Mounted Games Shop (stand B4.3). Also in the arena will be the SportsRiderEquitrolley demonstrating its versatility for overnight competitions, on the yard and to carry gymkhana gear. This super-trolley features folding shelves, basket, saddle rack, pole-carry and even an umbrella stand plus mess-free hay bag. Also from this exhibitor comes the Equi-Slowfeeder trough and plate system which restricts the amount of hay available to horses and ponies in the field and stable. Benefits include a natural head-down eating position, extended feeding times, less boredom and reduced waste. Canadian clothing brand Asmar • Equestrian (stand K6.2) will grace the arena with its award winning equestrian apparel. Last year, the company, owned and operated by lifestyle brand designer Noel Asmar, scooped an innovation award with its the All Weather Rider Jacket. The jacket already has a strong fan base. “It’s so practical – it’s waterproof and windproof, of course, but also lightweight and breathable,” says grand prix dressage rider and trainer, Sarah Millis. Leading Young Rider and Para gold medallist Sophie Wells is also a devotee. “The All Weather Rider has a concealed skirt behind a zipped gusset that fits over your saddle, at the front and back, which I can’t believe hasn’t been thought of before.” FEBRUARY 2012 EQUESTRIAN TRADE NEWS

This innovative jacket from JoyRiderz (stand B7.3) consists of two jackets, both of which can be worn independently - or together - and with or without protection (although not a conventional body protector). Coloured panels flatter the female shape, while there’s an adjustable belt. The jacket’s sleeves can be removed to create a winter body warmer, with protection, or a summer gilet, also with protection. When worn together the two form a warm, winter jacket. With Phoslite reflective piping front and back and reflective strips on both arm straps, it’s hi-viz too.

Ice-Vibe from Horseware Ireland (stand E5.1) has three applications; treatment, repair and prepare. Treatment wise, it can help realign tendon fibres during the healing process. Ice-Vibe combines cold and vibration which minimises swelling while encouraging blood flow to speed up healing. For repair, Ice-Vibe’s vibration stimulates blood flow to the legs, brings nutrients and removes waste. And when preparing to prevent damage, the Ice-Vibe boot with the vibration pads at level 3 is ideal to get the equine limbs ready for activity. Horse people who try the • EquiAmi (stand D6.3) lungeing aid often wish they had tried it sooner. At about the same price as a set of shoes, this kit changes everything for riders, trainers and therapists alike. See it in action here. Used for rehabilitation and therapy, as well as for regular training, EquiAmi encourages horses to open up over their backs and step through from behind, promoting engagement, wither lift, softness and swing. This helps horses to become balanced and supple, developing topline and a soft, equal contact.

Be among the first to see NT-Dry, marketed in America as No Thrust and now available in the UK from Equus Imports (stand B5.4). The product is the original ‘dry’ approach to the nasty but common hoof condition, thrush. An ‘ideas’ specialist with a thirst for new products, Equus Imports also supplies hoof care lines such as the Equicast hoof bandage plus hoof supplements. Its other products include the Equi-Temp laser thermometer and ‘natural balance’ type horseshoes The Equus Performance Shoe.

No doubt the horses in the demonstration arena will thoroughly enjoy this session! Manna Pro (stand E3.6) Bite Size Nuggets, have been a favourite treat among horses and their owners for years in America - and are now entering their second season of UK distribution. Horses can’t resist the taste of the apple, carrot and spice, and peppermint flavors, says Manna Pro. The conveniently sized nuggets fit easily into a pocket for quick rewards or training and come in handy 1lb bags. www.equestriantradenews.com

SUNDAY 10.30 Sherwood Forest 10.39 EquiAmi 10.48 Horseware 10.57 The Mounted Games Shop 11.06 Equus Imports 11.15 Asmar Equestrian Apparel 11.24 Mirrors for Training 11.33 Manna Pro 11.42 Joy Riderz Break 12.40 Amanda Bond, Natasha Baker, 13.15 Alistair Stewart, Jane Holderness-Roddam and Jennie Loriston-Clarke in celebrity interviews 13.55 Sherwood Forest 14.04 EquiAmi 14.13 Horseware 14.22 The Mounted Games Shop 14.31 Equus Imports 14.40 Asmar Equestrian Apparel 14.49 Mirrors for Training 14.58 Manna Pro 15.07 Joy Riderz 15.25 Alistair Stewart, Yogi Breisner and Oliver Townend in celebrity interviews 16.00 Virbac SQP Seminar MONDAY 10.30 Sherwood Forest 10.39 EquiAmi 10.48 Horseware 10.57 The Mounted Game Shop 11.06 Equus Imports 11.15 Asmar Equestrian Apparel 11.24 Mirrors for Training 11.33 Manna Pro (Treats) 11.42 Joy Riderz 12.00 Natasha Baker, Laura Bechtolsheimer and Richard Waygood in celebrity interviews 12.40 War Horse 13.10 Sherwood Forest 13.19 EquiAmi 13.28 Horseware 13.37 The Mounted Games Shop 13.46 Equus Imports 13.55 Asmar Equestrian Apparel 14.04 Mirrors for Training 14.13 Manna Pro 14.22 Joy Riderz 14.40 Mary King and Nicola Wilson in celebrity interviews 15.20 War Horse 16.00 Virbac SQP Seminar TUESDAY 10.00 Saddle Fitting & More with Denise Silman 10.30 Sherwood Forest 10.39 EquiAmi 10.48 Horseware 10.57 The Mounted Games Shop 11.06 Equus Imports 11.15 Asmar Equestrian Apparel 11.24 Mirrors for Training 11.33 Manna Pro (Treats) 11.42 Joy Riderz 12.00 Celebrity interviews Richard Davison and Mike Etherington-Smith 12.30 Virbac SQP Seminar Collect a free leaflet 13.10 Sherwood Forest listing participating 13.19 EquiAmi companies and their 13.28 Horseware products when you 13.37 The Mounted Games Shop visit the Sherwood 13.46 Equus Imports Forest Horse 13.55 Asmar Equestrian Apparel Demonstration & 14.04 Mirrors for Training 14.13 Manna Pro Seminar Arena. 14.22 Joy Riderz 14.40 Celebrity interviews www.equestriantradenews.com

NEW PRODUCT GALLERY BETA International 2012 74

Original ideas on show

‘Something new’ is top of switched-on buyers’ shopping lists - and for many the search begins at the Redpin Publishing New Product Gallery. Here dozens of new lines, launched in the last 12 months, are displayed in an exclusive showcase. Notices on each product cross reference them with stand numbers, so that you can visit the exhibitor for more details and to discuss business. There’s also a free supply of leaflets detailing all entries. ETN talks to Sara Haines, managing director of the gallery’s sponsor Redpin Publishing. Q. What made Redpin Publishing decide to sponsor an important feature area for the second consecutive year? A. 2012 is a very exciting year for the Redpin team at BETA International. In addition to our new, free regional title Scottish Rider we will also be introducing our subscription magazine The Native Pony which we took over in autumn 2011 and which is going from strength to strength. We’re also celebrating the expansion of our contract publishing division. Redpin has recently been awarded two equestrian publishing contracts; British Breeder magazine on behalf of the BEF (British Equestrian Federation)/BBSH (British Bred Sport Horse) and Welsh Pony and Cob Society (WPCS) News for the organisation’s members. We have also just agreed to produce a combined programme and members’ magazine for a car racing club. The concept behind the New Product Gallery ties in very well with our latest developments. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

Q. The Redpin Publishing New Product Gallery is always visually very attractive. Who creates the ‘look’? And how does it all come together? A. For both years of our sponsorship we have worked closely with [equestrian retail guru] Sue Moxon. Last year in particular the display looked fantastic and displayed the products to their best advantages. I can’t reveal what’s planned for this year - except to say it will look very eyecatching. You’ll need to visit BETA International to find out more! Q. Is there an element of inspiring retailers with take-home merchandising ideas? A. Most definitely because products are displayed as they could appear in a retail environment. The lighting and three-dimensional feel of the gallery is particularly effective. Both at the Redpin Publishing New Product Gallery and throughout the exhibition, there are plenty of promotional and inspirational ideas on how to publicise products to horse owners and riders - and therefore boost sales. Likewise, there are numerous, cost-effective strategies that can be used to stimulate the end user to make a purchasing decision; here at Redpin we’re always happy to discuss ideas with retailers and manufacturers. Q. How can retailers make the most of the Redpin Publishing New Product Gallery? A. If you are looking for new ideas to stimulate your customers to make purchases, then the Redpin Publishing New Product Gallery is the place to help you plan your day at BETA International. Pick up a leaflet, look at the products then visit exhibitors’ stands for more information. Don’t forget to come and meet our magazine managers Briony, Claire, Naomi and Jo on our stand (J4.3). We have lots to tell you about, and anyway, it’s lovely to be able to put faces to names. Q. Will your magazines feature any of the new products that appear in the Redpin Publishing New Product Gallery? A. The content of our magazines is driven by our readership. We keep up-to-date with what they would like to see and read with frequent surveys, by using our 22,000 Facebook 'likes' as well as being out and about meeting readers at shows and events. We also have a very supportive relationship with our advertisers and you will see products featured in the Redpin Publishing New Product Gallery appearing in our magazines throughout 2012. Look out for showcases such as ‘What’s New in the Shops’ and ‘Readers’ Reviews’ as well as our monthly topical features and articles. www.equestriantradenews.com

Stand Guide


ABBEY ENGLAND Stand JOIN the 30th G5.1/G6.1 anniversary celebrations – and see equestrian polymer products (pictured) from the Abbey England’s latest acquisition, Equus. Also on show, Abbey’s full workshop range and Britishmade riding and driving bits (pictured). See Stanley Foundry brass buckles and Liston locks here too. Other top brands distributed by Abbey England include Fiebing’s horse and leather care products and Stubbs stable and yard equipment - including the new Stubby Shifter wheelbarrow. Founded in 1982, Abbey Saddlery supports a multitude of manufacturing, commercial and leisure businesses in the UK and abroad by supplying high quality, British-made materials and tools. Besides saddlers, harness and rug makers, Abbey supplies specialist metal work for the fashion, motor and refrigeration markets. English leathers, leather tools, hardware, webbing and outdoor textiles form the core of Abbey England’s extensive workshop range. The company offers the best possible service at competitive prices.

BETA International 2012



Stand BELSTANE – to be found on a new look stand in its P2.1 usual spot – launches three ranges including its inhouse brand ROK. Market-leading brands Pikeur, Eskadron, Myler and SamShield will be on display too. ROK represents a new generation of neoprene boots. With great breathability and durability, they are tested and proven by [independent test house] SATRA. Their quality and value is exceptional, says Belstane. As £5 from every boot sold goes to the Breakthrough Breast Cancer charity, retailers can tie into the campaign with point-ofsale material and links to local breast cancer organisations. Pink boots with the iconic bow signify stockists’ support for the charity. Plain rubber wellies are also available. A similar campaign has been developed in partnership with the British Heart Foundation with a Maniera boot. With classic-look soles, contrast stitching and steel pull-on rings, these boots are of superb quality and good fun too. ROK Clothing is launched at BETA International. Comprising coordinates, classic styles, silhouettes and colours, the brand aims at general outdoor comfort and performance for ladies and men. You can also see FreeJump Safety Stirrups, ultra-modern shoes and half-chaps here. Already ‘big’ with continental show jumpers, Belstane launches FreeJump into the UK at this show.

CARR & DAY & MARTIN /DAY, SON & HEWITT Stand CARR & DAY & MARTIN is said to be the UK’s oldest F2.1 company involved in the manufacture of horse care products and has held a Royal Warrant since the reign of King George IV. Its new Liniment uses five natural ingredients to provide relief from inflammation and pain. The formulation gives a heating or cooling sensation, depending on how it’s applied. It can also be used neat to massage, as a brace or diluted with water as a refreshing rinse. Liniment by Carr & Day & Martin is safe for use in competition. Day, Son & Hewitt, established since 1833 and a Royal Warrant Holder since Queen Victoria was on the throne, has a simple, seven-product range that’s believed to be the only supplement programme in sachet formula. Julie Templeton, show producer and ambassador for ‘Relaxin’, will be on the stand on the Monday from 1pm.

EKKIA Stand EKKIA makes it first appearance in the fashion show E4.1 with new garments for A/W 2012 as well as its Spring/summer collection for delivery next month [March]. The latter’s emphasis is on feminine, equestrian themed tops and show jumping inspired polo shirts and jackets. With stunning designs at affordable prices, Ekkia can supply stock when required - you can buy knowing you can repeat order across product ranges. Ekkia – said to be the largest equestrian supplier in Europe with 13,000 products in its catalogue - will theme its stand ‘shop windows’ to highlight its trademark ability to colour co-ordinate across its collections. See also Tryex turnout rugs, designed with UK climate in mind. It’s one of the most waterproof and breathable ranges on the market; each rug is guaranteed for one year. Ekkia offers discounts on orders placed at BETA International, and for preorders on A/W clothing and rugs. Check out its promotional list with up to 60% off original trade prices. And don’t forget to bring your invitation to claim your free gift.

EQUISAPIENS Stand EQUISAPIENS introduces F2.2 clothing and KED helmets to the UK market. It’s also the exclusive UK distributor for Easy-cue curved dressage whips from the USA and Safe-Gum safety rug connectors from Germany. The latter’s emphasis is on feminine, equestrian themed tops and show jumping inspired polo shirts and jackets. Top German fashion designer Marlies Gerick’s Sonnenreiter range of ‘fashion with function’ riding and casual wear features fresh, continental designs, flattering lines, fine European fabrics and outstanding functionality. Retailers are offered supply chain strategies and promotional packages to optimise stock levels and cash flow, says EquiSapiens which can also sponsor local events to promote stockists’ businesses.




FIELDHOUSE RIDING EQUIPMENT Stand AT THE home of Justtogs and Fieldhouse Riding C6.1 Equipment you’ll find two new ranges of saddles - a Pessoa mono flap jumping saddle and a PDS XCH dressage saddle. Saddles will be demonstrated on the GFS mechanical horse. Justtogs offers a new footwear collection, new helmets, plus a fresh ‘look’ for the Justtogs and Mizz fashion ranges. Fieldhouse Riding Equipment exhibits GPA helmets, showcasing new lines. Special offers will be available exclusively to BETA International visitors at this year’s larger stand.


Stand SEE PROFIT PACKS – a great idea to help B6.1 retailers expand their stock offering with minimum risk. From Faulks & Cox, suppliers of tools and utensils to the equestrian industry for more than 30 years, Profit Packs carry selected groups of stock loaded in purpose built units which also act as point of sale presentations. Packs are free and can include several types of tools and brooms. There’s also a Fencing Profit Pack available. “We know there are loads more retail sales to be had by carrying items that are outside the normal stock remit,” says Chris Birch, sales manager. Once items have sold, it’s easy to re-order as Faulks & Cox carries a wide range of useful, branded, all-yearround sellers - so it’s easy to make up carriage paid orders. Stock is usually delivered in three days. “The great thing about Profit Packs is they enable retailers to widen their stock and increase takings with very little outlay or risk,” says Dean Cox, MD at Faulks & Cox.

Stand Guide

With virtually every component manufactured in-house, KED is one of Germany’s most successful sport helmet manufacturers. Fully adjustable in three dimensions, these helmets fit virtually every shape head - and give retailers a high ‘try-on to purchase’ ratio. Three basic shell sizes reduce inventory costs, while MaxShell technology and built-in high intensity flashing LEDs maximise safety and protection. Matching eyewear is available.

Stand Guide


TOGGI/CHAMPION Stand 2012 IS SET to be F3.2 a special year for equestrian sport. And with many top British riders training and competing in Toggi and Champion products, the brand owner Finest Brands International (FBI) is well placed to ride on the crest of a wave of patriotic support. Champion’s display of market leading safety wear will once again occupy the heart of the FBI stand. Here retailers can explore the entire Champion hat, body protector and accessory range and be among the first to enjoy some exciting new products for 2012. Find out here how to secure the first batch of the new collection for your store. 2012 means going red, white and blue! And as creator of the exclusive, official Team GBR range (pictured), the Toggi brand walks hand in hand with dedicated fans on their march towards London. Pieces such as the Liberty polo shirt, Legacy rugby shirt and Haydock jacket are essential choices for equestrian and GBR retailers looking to support our equestrian teams. Toggi will unveil its spectacular A/W 2012 collection. While the Toggi Extreme collection combines high tech fabrics for performance with outstanding design for superb comfort and fit.

Created with the active wearer and rider in mind, the range includes the Cramer (pictured) and Crestone jackets which are ergonomically designed to flatter and perform. Toggi’s latest footwear steps from country boots such as the waterproof Berkeley (pictured) and Blenheim, and short boots such as the Ascot and Epsom, to high performance riding boots and wellingtons, Wanderer Classic and Wanderer Classic Plus.

FIRST EURO Stand HELPING equestrian F1.1 businesses accomplish their goals within local or international marketplaces is this exhibitor’s mission. First Euro returns to BETA International with a host of new designs and products. The company is also keen to develop new products, while providing complete peace of mind for its working partners. “That is what makes First Euro the right choice,” says managing director Noman Arshad.

FYNA-LITE Stand JOIN the J1.2 celebration of 27 years in innovative design of stable tools and field maintenance equipment. Fyna-Lite offers a fork for every bedding system – from straw to shavings, wood pellets to paper with a handle variant suitable for every operator.

HKM SPORTS EQUIPMENT Stand HKM is based in Germany and supplies more than N2.1 2,500 retailers worldwide. Find out about its competitive prices and attractive profit margins on this stand. See the new Spring/summer range of clothing, riding and horse equipment. With emphasis on colour co-ordination, it encompasses breeches, riding jackets, polo shirts, rugs and bandages. And be among the first to sample HKM’s A/W 2012 collection of footwear, winter coats and rugs. Ordering from HKM is easy via its UK based call centre. Shipping takes five working days from its warehouse. Call at this stand to enjoy hot and cold beverages and traditional German snacks.

HORSEWARE IRELAND Stand THE ‘INNOVATIONS LAB’ is a E5.1 must-see feature on this stand. Here you’ll find Ice-Vibe circulation therapy which can improve the realignment of equine tendon fibres during the healing process, and Leucillin a breakthrough in the treatment of infection that mirrors the natural healing process. Also check out Vari-Layer, a rugging system that helps prevent heat loss over the back and hip areas. By layering, the rug wraps closely, trapping the heat yet keeping the horse comfortable. Don’t miss the new PESSOA by Horseware A/W 2012 collection consisting of classic pieces along with exciting additions for the fashion conscious equestrian enthusiast. 78



TRENDS>> Which way for rugs in 2012? Good quality, technical advancement and patriotic colours are what the horse owning public wants from its rugs in 2012.


he recent market for rugs has been largely for planned obsolescence; that’s to say buy cheap, use for a year then buy a new one when it disintegrates. But is this really the way the market is going now? I don’t think so... More horse owners are realising that rugs with a proper fit made with good quality and new, technical fabrics have longer useful lives. More importantly, these features keep the horse dry, comfortable and healthy both indoors and out. Even in the present economic climate, it would appear that the tide is turning and buyers are realising that it’s false economy to buy cheaply. An investment in quality means a healthier, drier and warmer horse - plus less work and struggle for the owner. The trends this year therefore are moving to the proven technical fabrics used by the big brand names. One such company, FalPro, is even inviting owners to let them know how many years they’ve been using this brand of rug - and offering a substantial prize for the oldest. Rugs that have layers, good fittings, are lightweight and which keep the skin healthy are moving to the fore as their benefits become appreciated. Their inherent technology and quality of manufacture making them considered but in the long run - cost effective purchases. New developments for 2012 are in the field of Nano Technology. This outer fabric has a surface that does not retain the dirt and which, in effect, cleans itself. Thus it retains the efficacy of the surface keeping it water and wind proof, so it requires less maintenance and cleaning. Already used in many other sporting and outdoor products, Nano Technology will be offered to the horse rug market in 2012. Colour, as always, is a matter of taste; although the blinding pinks and purples appear to have had their day. In this Olympic year, expect the trend to be a patriotic red, white and blue one reflected across ranges of rugs and sheets.

Setting a trend: the FalPro Centurian Nanotech


Stand Guide




Stand HORZE, the rapidly growing K3.1 supplier of equestrian equipment and clothing, makes no secret of its goal – to become global market leader. The company’s new seasonal collections for 2012 - its strongest yet are a significant step in that direction. The Horze designers capture the spirit of their home region of Scandinavia to create exciting and fashionable clothing. For retailers, it means putting something very different onto your rails. “Horze and B Vertigo are becoming very desirable brands to have in store, and everyone - right through to the consumer - feels that they have bought quality at the right price,” said Andrew Courage, sales manager Horze UK and overseas. “Our stockists know they are earning a well deserved margin, and their customers in turn receive the benefit of well priced products, with RRPs that reflect unbeatable value for money.” In addition, Horze guarantees excellent customer service, marketing support and a matchless availability and supply record. Find out more on this stand.

Stand NEW FROM Farnam is Red Cell in pellet form. A nonA1.2 spill, no waste version of this popular product should be quite an attraction. Red Cell, from the American maker of horse health products for 65 years, is a widely used blood building liquid vitamin supplement. See also Tri Tec-14 Fly Spray which stamps out disease by killing the flying insect carriers of Swamp Fever, West Nile Virus and other emerging exotic diseases about which UK horse owners are increasingly worried. Why Tri Tec -14? Because it stays in place for 14 days! A special show offer will be running – buy 11 bottles, get one free. Here you’ll also find LAS Helmets, the helmet of choice for Laura Renwick, Tina Fletcher, Peter Storr and Dan Watson; plus the racing version J1BV Star as worn by Richard Hughes and Jonny Murtagh. Meanwhile, Tingley Rubber Overshoes protect good footwear from the elements while just ‘nipping out to the stables’.


Stand SEE A series of big brand names H3.1 here. The new Harry Hall logo features on its clothing range which is practical yet full of fresh innovations. The colour palette is navy, grey marl, wine, red and teal for a warm, winter feel. Outerwear items, including fitted leisure jackets and gilets, are rider friendly. Look out for the ‘Worsley’ quilted, belted jacket. The A/W 2012 leisurewear range sports the Harry Hall logo embroidered on traditional style rugby tops, tunics and fleeces. New legwear is launched to match, consisting of pull-on and traditional zip styles plus a fun collection of jodhpurs. New Joddings are an updated version of jodhpur style leggings. In footwear, the new Snowboot range is set to be big. Caldene’s A/W 2012 collection continues with the classic British country look. New Fashion tweed coats are traditionally tailored for timeless glamour. For the competition circuit, Caldene uses high end fabrics and beautiful designs to create elegant jackets. The Caldene outerwear range, in camel, navy, black and berry, features the Heath belted waxed cotton jacket and Nettle quilted gilet. While co-ordinated leisurewear comprises a rugby shirt, hoody and long sleeved zip top all embellished with grosgrain fabric. A/W 2012 legwear lines see new colours introduced to existing favourites. Look out for the Hornbeam; jean style breeches with diamante rivets on the pockets. Tottie launches a fantastic new collection combining quality fabrics with tailoring embellished with floral detail. The leisurewear range is modern, cosy and functional, offered in grey marls, navy, claret and pink. The new Delphinium fitted rugby top is warm and fashionable with a floral trim. Matching legwear makes it easy to create outfits. Tottie also expands its children’s wear range. Look out for the new Valley wax type jacket. Masta’s Turnoutmasta collection looks set to wow horse owners and retailers. Innovative extras ensure the rugs fit correctly while remaining strong and hard wearing. Features include a contoured neck cover with stiffened fabric to prevent slipping, revised shoulder gussets for extra movement and

Stand SIXTEEN year old D6.2A schoolgirl Rhianna Jones will almost certainly be BETA International’s youngest exhibitor. Rhianna will be showing HowHi Markers, a height measuring system for show jumps that she created for a GCSE design technology project. Having gained an A grade for her academic work, Rhianna set up a limited company, sourced the materials, patented her invention, created a website - and will be at the NEC to sell the finished product. HowHi markers can be used on metal, wood or plastic, being attached via adhesives and a magnet. The height strip is removable from the jump for maintenance and can then be reattached. “It can be used at home for younger jumpers to be proud of ‘HowHi’ they’ve jumped,” said Rhianna, “or at shows in the practice arena, so there can never be any question of ‘HowHi’ the practice fence is.” The system would work well for televised show jumping too.

BETA International 2012



Stand THIS wholesaler, a family run business associated with D4.1 the equestrian trade since 1835, shows new lines including Kidz Saddles (pictured), fresh styles of headcollars, numnahs, saddlecloths and footwear, plus a new rug range. An extended giftware collection includes delicious British-made, Belgian chocolates. Free samples are promised to all visitors to the stand! B. Jenkinson also launches a new website which can be used in a retailer’s shop to show available products, while a secure area features trade prices, special offers and 24/7 ordering. Top brands such as Toggi, Champion, NAF and its own Elico brand are delivered via a national carrier with email updates giving one hour timeslots. Keith and Elizabeth Ellis and their sons Stephen and Richard will be on B. Jenkinson’s stand. FEBRUARY 2012 EQUESTRIAN TRADE NEWS





Stand HERE you can reflect upon fixed and portable E3.9 arena mirrors to suit any training set up. “We offer retailers the chance to sell our mirrors to their customers on a direct distribution basis,” said Andrea Miles of Mirrors For Training. “This means there are no negatives for the shop - they get to offer a useful, valuable training tool to their customers without having to buy or stock the product.” The mirrors are made from 6mm Pilkington opti-mirror, which reflects an accurate image. They are safety backed and have impact-absorbing ‘cushioners’. Framed in plastic coated steel, the mirror won’t shatter should it break; it will simply stay within the unit. Added Andrea: “We offer nationwide delivery, and we’re working on some excellent prices, giving retailers the chance to make good money from promoting our products.” There are mirrors for most training scenarios. Mirrors On A Stand are portable, while fixed mirrors are idea for indoor and outdoor arenas.

Stand Guide

tail flaps for maximum protection. Zing, Aztex and Avante turnouts feature some of the most durable fabrics available today. In stable rugs, Masta has the Regal range, PP and Quiltmasta collections, in traditional colours and checks. Masta also supplies equine boots as well as dog coats and beds. Expect to see equestrian essentials – from economy bridlework to saddlecloths and bits - at great value prices from Cottage Craft. The Pony range features rugs, grooming kits, whips, bandages, rugs, bags and saddlecloths; while the Cottage Craft numnah and saddlecloth collection has been revamped with new styles in the Patriot and Epson. Socks from The Riding Sock Company range from the fun to the practical and come in colours and patterns to suit all tastes. There are slipper socks, knee high socks, fur welly liners and boot toppers. Many make ideal gifts.

Stand Guide

GENERAL BETA International 2012 82

THE MOUNTED GAMES SHOP Stand THE EQUIPMENT needed to compete in mounted games B4.3 run by the Pony Club or the Mounted Games Association can be found at The Mounted Games Shop (TMGS). While bending poles and bins provide the basis for many training exercises, bespoke items are available in various colours. Starter packages are offered too. Originally designed to carry mounted games equipment from lorry parks to practice areas, the Equitrolley has many other uses such as moving gear from lorry to stables when staying overnight at shows or making life easier on large yards. It can carry two bins, a hay bag attachment, up to three bales, has a basket for small items, saddle rack and bridle hooks and is completely foldable. This exhibitor is developing a retractable electric fencing system for horses. Also on this stand is the Sportsrider range of jackets, hoodies and polos; plus the Equi-Slowfeeder trough and plate system which restricts the amount of hay available to horses and ponies in field or stable. Benefits include a natural head-down eating position, extended feeding times, less boredom and reduced waste.

SCHOCKEMÖHLE SPORTS Stand “THE NAME Schockemöhle truly is a door K2.2 opener,” says Dennis Bromlage, head of marketing for this German distributor, with more than a little understatement. In fact, the company was established just six years ago by Lotte and Franz Schockemöhle – Franz being the nephew of the legendary former German international show jumpers Alwin and Paul Schockemöhle. Schockemöhle Sports began by selling waxed jackets ‘out of the boot’ at horse shows. Then in 1996, the couple opened their retail store Reitsport Schockemöhle. “With our growing experience in the retail sector, the idea came up to create an own equitation sports brand and to establish this brand in the wholesale trade,” said Dennis. In 2005, Schockemöhle Sports GmbH was set up as a wholesale company in Lohne, Lower Saxony. Initially the focus was on leather products. “Franz Schockemöhle is an absolute expert in leather,” said Dennis. “So we made a collection of bridles first.” Since then, products for horse and rider – appealing to the leisure and professional markets, have been developed. The Classic Line range covers the mid-range, while the Premium range speaks for itself. The next goal for Schockemöhle Sports was to establish the brand in German-speaking areas, as well as the Benelux. Sweden, Denmark and Italy followed. “Certainly, the success of the company profited from the name Schockemöhle, but also from our good products,” said Dennis. Close co-operation with world class riders such as Janne Friederike Meyer, Catherine Haddad and Sandra Auffarth has also helped raise the company’s profile. By 2011, the company was dealing with Russia, Australia and the USA – while a new chapter in Schockemöhle Sport’s success story opened on 15 April with the unveiling of its new headquarters in Mühlen, the Schockemöhle family’s home town. Now all departments are under one roof, covering 10,000 square meters. Two showrooms are also housed here; one displays Schockemöhle Sports’ current collection, the other an assortment of goods including brands the company distributes such as Joules and Dainese. Today a team of 40 works under CEO Franz Schockemöhle, all driven by passion. “We are not an anonymous, large-scale enterprise,” said Dennis. “Many of our staff ride in their leisure time, and often bring in their own ideas.” Franz Schockemöhle continues to follow his motto: If you don’t go forward, you go backwards. Innovations include the fashion label Fior da Liso, an idea of Lotte Schockemöhle’s . The company also works with the Italian manufacturer of motor bicycle protective clothing Dainese which, said Dennis, is about to enter the equestrian market. And what else does the future hold? Dennis revealed: “One of our short term goals is to open up new markets such as North America and eastern Europe.” FEBRUARY 2012 EQUESTRIAN TRADE NEWS

And so another door is opened thanks not only to the Schockemöhle name – but some exciting products too. On display at BETA International will be equipment for horse and rider plus dog accessories. Equine products range from bridles to saddles, fly veils to rugs. The leather section is well worth examining, especially the new Ashford bridle. Rider clothing colour-coordinates with the horse’s apparel and ranges from breeches to polo shirts through to show jackets. Look out for the 2012 A/W collection. With a sporting character, it features seasonal embroideries and badges with main colours of orange and midnight.

SHIRES EQUESTRIAN Stand SHIRES EQUESTRIAN is always an interesting stand to J2.1 visit – not least because new ideas continually flow from this company that manufactures its own products. With two factories and approximately 450 employees, Shires offers an extensive range of good quality products at realistic prices with good margins for retailers. During the last 12 months, stock holdings have been increased substantially enabling the majority of products to be available for immediate delivery. Product ranges are backed up with strong consumer advertising and an annual 250 page catalogue, 100,000 copies of which are distributed directly to the public. A popular website is designed to put footfall through retailers’ stores and provides the public with a list of stockists. The 2012 product range includes many unique items available exclusively through Shires. Shires has been a Royal Warrant Holder since 2009 and holds the 2011 BETA Trade Supplier of the Year title.

TAGG EQUESTRIAN Stand Here you’ll find G2.1 famous names such as FalPro, Funnell, Tagg and Loveson, while new technology and innovation are to the fore with new ranges launching at BETA International. New to the FalPro collection is the Centurion Easi Clean rug range, utilising Nanotechnology in the outer fabric of the rug for the first time in the equine industry. The rug’s outer surface deflects dirt and grease and maintains its efficacy by retaining the waterproof and breathable qualities. All this ensures the longevity of the Centurion Easi Clean rug – and therefore the health and wellbeing of the horse. It comes in two weights and styles. Also new to the FalPro is the Bamboo Cooler using a fabric incorporating bamboo, charcoal and silver technology. From the Funnell Range comes a stunning new collection of turnout rugs. The Patriot range (pictured) in bold red, white and blue captures this year’s Olympic mood. In three weights with a choice of styles and at a great price under this trusted brand name, this looks like a medal winner! The Funnell Paddock Boot, so popular in 2011, has a new laced option. Combined with the brand’s gaiter, the result is a stylish and hardworking combination. Tagg Clothing has extended its legwear range with the addition of Jeanz denim styled legwear. There’s a choice of plain or full suede seat. Known for leisure riding wear at its best, Tagg launches many more additions in competition and every day wear for adults and children. Loveson extends its boot range with the Malvern Show Boot now in oxblood - as much requested by the showing fraternity. In Loveson’s legwear ranges, there are great value-for-money additions in must-have designs. Likewise the Loveson rug range - in particular within the summer lines. Head for Tagg Equestrian to see genuine innovation. www.equestriantradenews.com

Stand ESTABLISHED in 1999, TORQ is a fitness consultancy E2.2 and performance nutrition business, whose products are better known in cycling and triathlon than in the equestrian world. But that’s all set to change, say its directors, husband and wife, Matt and Sasha Hart. Matt, who founded TORQ, is a sports science graduate and former elite mountain biker, while Sasha has grown up with horses. “TORQ’s roots are firmly entrenched in fitness consultancy and sports nutrition which we believe provides us with our unique edge and integrity,” said Matt and Sasha. TORQ has developed its performance nutrition products through a need to offer the highest standard of support to the athletes it works with. “We have uncompromising standards, yet we also have a conscience. We absolutely refuse to use ingredients that are not derived from a natural source, or don’t naturally occur within the human body,” said Matt and Sasha. Having launched its sport nutrition range to the equestrian market at BETA International 2011, TORQ’s Rhubarb & Custard Gels won an innovation award at the show. Find out more about why the TORQ range fuels the rider and not the horse!

Stand BRINGING science into the stable for a horse health M3.1 revolution - all will be revealed here when the KBF99 range is unveiled. Vale Brothers is forecasting KBF99 will generate £1million pounds worth of sales for UK retailers in its first 12 months. The initial range, designed to make a difference to horse health and welfare, consists of 20 products retailing from £2 to £20. The technology behind the range is being laboratory tested at Coventry University. Full results will be available on this stand, located next to the KBF99 Champagne & Seafood Bar.

TRILANCO Stand THIS exhibitor has invested in a brand new stand, J5.1 designed to showcase Trilanco branded products. “We sell a number of own branded products,” said Martin Balmer, managing director, “and our new stand presents these in a more accessible way. “We’re offering customers really amazing deals on our own brand products. The offers are available during BETA International only and they’re so good, they’ll never be repeated!” Also displayed will be other products Trilanco wholesales, plus the opportunity to speak to the team - either for a friendly catch up, to pick up a copy of the latest catalogue or have a discussion about new products. Trilanco is providing training to help customers make the most of its new eshop. Every visitor who tries the new facility and places an order will be entered into a draw to win an iPad. There’s also an exclusive half price introductory offer on the Trilanco stand enabling the trade to save 50% when ordering new Verm-X Pellets for Horses & Ponies.

WESTGATE EFI Stand This leading UK equestrian distributor welcomes E6.1 customers old and new. The full WEFI sales team will be on hand to meet and greet stockists, and the company is offering many special show offers. Although not essential, it may be worth booking an appointment with your regional area manager to help your day run smoothly and avoid possible delays, warns WEFI. The Mark Todd Collection features heavily with rugs, leatherwork and clothing on display, the latter focussing on autumn/winter colours. New additions due to come online in the future include Mark Todd Performance Breeches and a new Tall Winter Boot that’s sure to capitalise on the popularity of the Mark Todd brand. The great man himself is scheduled to make a visit to the WEFI stand during BETA International.



Stand Guide


WALDHAUSEN Stand IT’S HOT off the press! See the new Waldhausen A/W F4.4 2012 catalogue at BETA International – and the latest products from this exciting German distributor too. Covering 350 pages, The Waldhausen catalogue encompasses ‘the whole world of equestrian sport’ for horse and rider. Among the highlights is the new ELT A/W collection with colour co-ordinated ‘horse fashion’. Yes, Waldhausen is set to impress this season with innovative materials, trendy colours and excellent value for money. In a world premiere, Waldhausen unveils its Easy Close System for rugs. Come to the stand to experience the products for yourself, claim your new catalogue and benefit from pre-order discounts. Waldhausen is offering a ‘clever buying’ scheme until 30 April. www.equestriantradenews.com



Stand Guide

FEED,,SUPPLEMENTS & BEDDING BETA International 2012 84

AAK – FULLOLIFE Stand THIS new E2.7 exhibitor introduces a range of complementary oils including Pure Cod Liver Oil, Joint Care and Soya Oil – each designed to help promote the best of health while providing vitamins and fatty acids. There are Fullolife ranges for horses and dogs. Other equine products include Fullolife High Strength Joint Care, formulated to help maintain supple and mobile joints and containing Omega 3 oils. Fullolife supplements for dogs include Fullolife Pure Cod Liver Oil, High Strength Joint Care, Calmer, Skin & Coat and Salmon Oil – which helps to promote healthy brain development and function. The Fullolife range is manufactured by AAK UK.

equine Aloeride taking a very satisfying lead by comparison. Beyond this, good aloe vera contains a wide spectrum of inorganic minerals, vitamins, amino acids and more. The final hurdle is providing enough for a horse’s body mass. In contrast to the usual 1 or 4 litre bottles, each carton of Aloeride equates to 12 litres of organic aloe vera and is presented in 30 handy sachets of palatable powder. Find out more and how Aloeride can support your sales on this stand.

BEDSOFT & HAYSOFT Stand CALL HERE to learn more about special offers and C3.4 promotions available to stockists of these two great products. BedSoft has four varieties: BedSoft Original (wheat straw), BedSoft Bio (rapeseed straw), BedSoft Blend (wheat straw and woodshavings) and BedSoft BioPlus (rape straw and woodshavings). HaySoft, launched last year, is made from best rye grass that is heat sealed to retain goodness. It’s packaged into three, easy-tomanage sections, making it convenient to handle and break-up. An extensive marketing campaign combining advertising, PR and promotions ensures maximum coverage for these products throughout the equestrian industry. New and current stockists are assured that demand for BedSoft and HaySoft will continue to increase.

DENGIE HORSE FEEDS ALOERIDE Stand ALOERIDE, the B3.4 aloe vera for valued horses, is an exciting, new supplement that’s gaining an enthusiastic following. Plenty of good quality research shows what can be expected in humans and horses from aloe vera. Equine biochemical and physiological response to aloe’s spectrum of nutrients is the same as in humans. What is not the same however - yet is critical for success - is the quality behind the product label. To get to the bottom of this conundrum, Aloeride commissioned independent laboratory tests which resulted in similar outcomes to those measured in human aloe vera products some years ago. Polysaccharide quantity expressed in Methanol-precipitated solids discloses the quantity of ‘working solids’ in a product: 200 mg/L - 880 mg/L - 1,450mg/L - 1,960 mg/L and then there was our equine Aloeride with 5,880mg/L. These figures explain why there is a predictable difference in the effect one will see and feel in coat, mane, tail, hooves and flexibility during riding. By no means is quantity all-important, which is why Aloeride included size-exclusion chromatography and proton-NMR to see what lengths of polysaccharides were present (different lengths have different functions). This, too, showed big differences with


Stand DENGIE is back at BETA International with a mission to J3.1 spread the word about its fantastic range of fibre feeds. Meet the company’s area sales managers, nutritionists and marketing manager on this bright and busy stand where you can chat to the team and find out more about this well-respected and trusted brand. Check out the entire Dengie range of high-fibre feeds, balancers and supplements – including Healthy Hooves, a nutritionally complete option for equines prone to laminitis, plus Dengie’s molasses-free products for those requiring low-sugar diets. The Dengie portfolio of high-fibre feeds includes the most products approved by the Laminitis Trust. Many of the products in its Alfa-A and Hi-Fi ranges contain as much energy as mixes and cubes, and are perfect as partial or total hay replacers. Dengie Feeds are made with UK grown alfalfa which has been shown to deliver significant health benefits for horses and ponies. Find out more about Dengie’s commitment to high-fibre feeds and the services and support it offers to new and existing stockists in ETN’s Retailer Profile, Feeding a Need for Knowledge, on page 20.


Stand Guide

TRENDS>> Feeding fashions Will it be penny-pinching or riddled with sugar phobia? ETN asked Horslyx product and sales manager Gillian Neill how she sees feed industry trend unfolding over the coming year.


ecently, the market has been swamped with money-saving messages, driven by end users wishing for the complete, cost effective package. In response, many manufacturers have pushed the ‘value for money’ angle through PR and advertising campaigns. 2012 will be no different. The demand for high quality products delivered at an affordable price is high on the customer’s agenda. Products that offer more than one benefit and save money elsewhere, such as Horslyx, are gaining popularity in favour of feeds that need additional supplements. This is something that people are now beginning to understand and they are looking at the bigger picture and how much it costs them to feed their horse over a longer period of time, rather than simply how much a bag of feed costs. Sugar debate Horslyx is molasses based. Molasses is the palatable carrier for the nutrients and should be thought of in the same way as a human multi-vitamin tablet, which is also sucrose (sugar) based.



Sugar has received a lot of bad press in the past, however customers are beginning to understand the important role that sugar plays in the horse’s diet. Horses are actually very efficient at digesting sugar, provided intake is little and often, such as when the horse is grazing or licking Horslyx.

The myths that all sugar is bad need to be dispelled. The myths that all sugar is bad need to be dispelled; the key to safety is the type of sugar and the rate of intake. Grass typically contains 20% sugar in the dry matter (DM) and a typical horse will consume 50kg of fresh grass in a single day, around 10kg (DM). This equates to around 2,000g of sugar a day, or two big bags from your local supermarket. So despite the bad press, sugar is a vital element in the horse’s diet and - like everything - moderation is the key. That’s why, at Horslyx, Horse digest sugar efficiently when licking Horslyx. we’re committed to delivering this message through our promotional material. Setting standards It was a fantastic intervention when the BETA NOPS Codes came in to play and Horslyx was amongst the first companies to get behind the industry standard. The Code is designed to reduce the risk of Naturally Occurring Prohibited Substances (NOPS) appearing in equine feeds. NOPS include Morphine, Caffeine, Nicotine and Theobromine amongst others, and over the years these substances have become more commonly found in raw ingredients. More companies will need to adhere to this code as the customer demands greater knowledge about the traceability of their purchases. This can only be a positive step for the industry. Products conforming to the new Codes will carry logos to reassure customers of the stringent quality management procedures that have been undertaken by manufacturers. This gives the end user competing under international FEI rules and the British Horseracing Authority’s Rules of Racing confidence in those products which carry the logos. www.equestriantradenews.com

EQUIMATTERS Stand LAST year it was an innovation award winner with its D7.1 mineral lick, Redmond Rock. Equimatters now adds Protexin to its range. The four Protexin pro- and pre-biotics help ensure a healthy gut in situations from routine maintenance to short-term stress such as competitions or to support recovery. Redmond Rock will be on show too. Each weighs a minimum of 3.15kg, is individually wrapped and labelled, packed in boxes of four or deliverable in bulk. The RRP is £10.70. These products are available to the trade with no minimum order quantity.

GREENANS PRODUCTS Stand SEE THE Smart Bunker A3.2 animal feed storage system here. Unpacked and assembled in five minutes, the operator simple pulls a handle to release fresh feed. Smart Bunker is vermin proof, has a 200kg capacity and can be used indoors and out. Says Niall Greenan, managing director of the supplier Greenans Products: “The Smart Bunker storage solution offers an innovative, cost effective, healthy and secure storage and dispensing solution for all types of animal feeds.”

HAYGAIN Stand FROM Haygain hay steamers comes Flexineb, a fast, K4.1 portable equine nebuliser designed to address lower and upper respiratory tract problems via inhalation. The device is robust and silent. Being a self-contained unit, it has no hoses, wires or awkward valves. Flexineb was designed in Ireland with the support of vets, Thoroughbred horse trainers and horse owners. Haygain also produces hay streamers that reduce the dust in forage. There are currently available in three models: the HG-1000 for a full bale of hay, HG-600 for half a bale of hay and the HG-GO for a haynet.


Stand Guide

HORSE FIRST Stand MAKE your visit to BETA International pay, J3.2 says Horse First, by checking out leading products such as RelaxMe, Hoof First, My Joints, Garlic & More and Omega D Oil. You and your customers will get maximum results from these supplements - and there’s always good Irish craic on this stand too! Horse First supplements are fed to horses worldwide, so effective are these products in their distinctive red and white packaging. “Time and time again, all we hear from our stockists is praise for the range which is endorsed by so many of the world’s leading riders. In store support and promotions means the products do sell themselves and our stockists are thrilled with the amount of repeat business and profits the range generates,” says Paddy Hughes, managing director of Horse First. Call here to catch up with the latest advances – and enter a competition to win a stand of product worth £1,000.

HORSLYX Stand HORSLYX, the palatable molasses based lick containing K2.3 vitamins, minerals and trace elements, has had a facelift for 2012 with new packaging. Designed to balance deficiencies in forage and grazing, Horslyx allows horses a trickle feed nutrient supply, encouraging a natural feeding pattern to aid digestion and reduce boredom and stress. Every tub features a ‘healthy hooves’ package of biotin, methionine and chelated zinc as well as a high oil content and anti-oxidants. Available in Original, Respiratory, Mobility and Garlic formulations, Horslyx contains no artificial colours, chemical fillers or binders. Suitable for all equines, including laminitics, the weatherproof licks are available as 650g Mini Horslyx plus 5kg, 15kg and 80kg tubs. Costs to feed are from 28p per day, making Horslyx and forage an economical choice.



LEXVET INTERNATIONAL Stand FROM Australia, this small family company B5.1 developed Lexvet Mineral Mix and Lexvet B1 Cool Mix to provide top quality yet affordable balancers and supplements that give great results. The products are suitable for all equines. They contain macro minerals, trace minerals, vitamins, salts and electrolytes in balanced ratios – but no fillers, energy or protein. Lexvet Mineral Mix is recommended for breeding stock, performance horses, veterans, laminitics, resting and pleasure horses. With high ratios of magnesium and vitamins B1, B1 Cool Mix is ideal for nervous or excitable types. To support initial demand, Lexvet has been sold online. “We are now seeking feed and saddlery retailers to become stockists or provide a special order service until they are ready to maintain stock,” says Ricci Latham of Lexvet. “There’s a flat pricing structure with no minimum order, free freight and handling charges so all retailers big or small can be competitive and profitable on LexveT products.”



The big fat feeding challenge Slimmer, healthier horses are high on Dengie’s senior nutritionist Katie Williams’ wish list for 2012.


besity will continue to be one of the big issues in 2012 - particularly its relationship with recurrent laminitis in horses and ponies with EMS (equine metabolic syndrome]. The challenge facing retailers and manufacturers is how to convince owners of overweight horses and ponies that they still need to feed them – obviously with the right products - to maintain health and wellbeing. Dengie is ideally placed, with its range of lowcalorie fibre feeds, to provide overweight horses with plenty of chew time to maintain a healthy gut, in particular helping to reduce the risk of gastric ulcers, which can affect any horse on a restricted fibre intake. In fact, now that more vets have long enough endoscopes to examine horses’ stomachs, gastric ulcers look like becoming an increasing problem. I don’t think there has been a sudden increase in the number of horses with ulcers -it’s just that now we can see they have ulcers! Again, Dengie products can be particularly useful because alfalfa is a natural buffer to acidity and, being a fibre feed, it helps to promote more chewing and therefore more saliva production, which is the horse’s natural regulator of acidity. My hope for 2012 is that even more horse owners will start to value fibre as a source of energy and other nutrients - and not feel that they have to Katie Williams: wants fibre valued as a source of energy. use mix and cubes!




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FEED,,SUPPLEMENTS & BEDDING BETA International 2012 90



Stand SEE the entire range of Green Lipped Mussel (GLM) feed E2.5 supplements, including the best selling joint supplement MaxaFlex along with the rest of the MaxaRange, Pernamax Equine and Pernamax Canine ranges. All Maxavita’s supplements contain its patented Green Lipped Mussel (GLM) extract SuPerna. The GLM boasts high levels of omega-3 fatty acids which have been linked to a wide range of health benefits including joint, heart, eyes, skin, and brain health. Maxavita supplements are used by thousands of horse owners from professional riders to happy hackers and are designed to help with joint care, hoof care, respiratory, calming, performance and digestion issues. Maxavita products are available to the trade through Battles. Maxavita offers sales support to retailers including product training, advice by phone and email, plus POS materials. Come along to meet the team and find out exactly what makes GLM extract unique.

Stand PELLETBEDS will officially launch its range of E3.4 sustainable equine pellet bedding at Beta International. The Warwickshire based company showcases straw and miscanthus pellets which both offer superb absorbency, comfort and biodegradability. PelletBed’s pellets are sourced only from sustainable feedstock which naturally re-grows each year, so are kind on the environment too.

PUREFLAX Stand GROWN, cold pressed and B1.4 bottled on a Yorkshire farm, PureFlax is a pure and natural source of flaxseed oil for all animals. It‘s said to be the only oil on the market with a full balance of Omega 3, 6 and 9 – the essential fatty acids animals need to be healthy on the inside and out. Benefits include support for mobility, improved skin problems, immune support and better coat condition. It works for dogs too. “I’ve tried other oils but nothing compares for quality,” says racehorse trainer Ann Duffield. “PureFlax supports major organ functions and promotes general health and wellbeing - and the horses really like it.” Retailer David Johnson, of The Country Store, Collingham, West Yorkshire, added: "We have stocked PureFlax for over a year now and it is out-selling all other oils we supply. People who have changed to PureFlax continue to use it and are delighted with the results." PureFlax can trace its origins back to an individual field. Farmer-producers Grace and Nigel Liddle will be on the stand to tell you more. You can also enter their competition to win a weekend stay at a fabulous hotel in Yorkshire – and get 10% discount on your first order.

PEGASUS HEALTH Stand THE RE-LAUNCHED range of horse supplements from new B7.2 exhibitor Pegasus Health offers value for money without compromise on quality. “Our products have been re-branded in eye-catching packaging that makes them stand out on stockists’ shelves and websites,” said Mark Sharwood-Walker of Pegasus Health, “and we’re actively looking for new distributors and trade accounts across the UK and abroad.” A 10% discount on all orders placed at BETA International 2012 is on offer at this stand. Pegasus Health products include PurforMSM - bio-available sulphur essential for strong healthy joints, 99.9% pure distilled flaked Methylsulfonylmethane (MSM) with no added bulkers or fillers; PegaVite - a balanced daily feed supplement of 25 essential vitamins and minerals; and NatureBute - a powerful painkiller and anti-inflammatory derived from the gum resin of the boswellia serrata tree - often referred to as nature's ‘Bute’. See also LiveAid liver tonic that helps improve digestion and Biotin Plus which combines biotin, zinc, copper, methionine, MSM, rosehips and lysine - which clinical studies indicate helps horses grow stronger hoof walls and improves coat quality. Also from Pegasus Health come Glucosamine HCI - 99% pure Glucosamine Hydrochloride (HCI) with no added fillers or bulkers; a live yeast culture probiotic for horses - Yea-Sacc 1026 and FlexiMover - a nutritional joint supplement combining four potent ingredients boswellia, MSM, glucosamine and ginger.


RACING BLUE Stand STORM is a B2.4 new, unique feed supplement for sports and performance horses featuring sport patented beta alanine (ProCarnosine) exclusively available from Racing Blue. Tired horses will slow down, or can often make crucial mistakes during competition; Storm provides the nutritional building blocks to help horses delay fatigue by reducing the negative effect of lactic acid build up in muscle.


TRM Stand BASED at The Curragh in Co. Kildare, Ireland, TRM launches E1.1 an improved formulation of its Good As Gold calming paste for nervous, ‘hot’ or stressed horses. Packed in a convenient oral syringe, it contains magnesium in chelated form, B vitamins and L-Tryptophan, a precursor amino acid in the formation of serotonin. TRM aims to maximise horses’ athletic potential by targeting their specific nutritional and hygiene needs. Its products have fuelled numerous world beating performances by horses based in more than 45 different countries. The company has complete control over research, development and manufacture of its product range, operates from an EU licensed facility and was among the first in the feed supplements sector to gain such a licence.

TOPSPEC Stand VISIT this stand to be in with the chance of winning an J4.2 overnight stay in London and tickets to War Horse. Simply try your luck and test your knowledge on TopSpec’s ‘Cool Wall’. A busy 2011 saw TopSpec launch new products, support a host of riders and events across a wide range of disciplines - and win the BETA Feed Helpline of the Year award for an amazing fifth consecutive year. With its outstanding feed balancers, blends, chops and additives, this company can meet the feeding requirements of any horse or pony. New TopSpec Cool Balancer, already proving hugely popular, is designed for horses and ponies that need extra topline and condition but no ‘fizz.’ Also new to the range is TopSpec Performance Cubes which provide energy for work but are ‘non-heating’. The TopSpec range of additives and supplements has been repackaged and updated and now consists of TopSpec Calmer, TopSpec 10:10 Joint Support, TopSpec Healthy Hoof, TopSpec Digestive Aid and TopSpec All-in-One. TopSpec sponsors the Coffee Shop at BETA International for the third year running, an area that is hugely popular with buyers for networking and a refreshment break. “At TopSpec, our goal is to achieve excellence in every aspect of equine nutrition, from selection of the highest quality ingredients, creating innovative, outstanding formulae, manufacturing to the highest European standards and providing the most comprehensive nutritional advice to clients,” said Nicola Tyler of the company. “We are very fortunate that we can test, amend and improve our formulations based on research carried out at Middle Park Farm, TopSpec’s own, purpose built, applied nutrition research facility in North Yorkshire. “Naturally the formulations also incorporate findings from the latest international research carried out at universities and other associated facilities around the world. This research is integrated with traditional knowledge and the resulting formulae are expertly balanced by experienced equine nutritionists.”




AIROWEAR Stand FLEXIBLE body protector specialist Airowear introduces F4.3 new technology in the shape of UltraFlex II to its Outlyne range. This exhibitor introduces a Limited Edition Outlyne to celebrate the London Olympics. New technology within the Outlyne range improves flexibility with enhanced UltraFlex II 4-layer supple foam, allowing it to curve to the shape of the body for a flawless fit. Improved ventilation, stretch and a reduction of air resistance – thanks to streamlined shaping to the rider – are other benefits. Different shaped body protectors are provided for men, women and juniors. Each garments sports a durable mesh and perforated panels for breathability, vented back to keep the rider cool, front zip dual buckle closure and compliance to EN13158:2009 and BETA 2009 Level 3. The patriotic colours of the Limited Edition (pictured) are bound to appeal in a year when our eventers are among the favourites for medals.

CHARLES OWEN Stand MORE than 100 years of innovation, research and K2.1 technology have gone into creating Charles Owen’s latest range of helmets. Each product is hand-made by highly skilled technicians at the company’s purpose built factory in Great Britain, using the highest quality materials from around the world. Charles Owen is committed to safety and saving lives. It claims to produce the largest range of helmets independently certified to three international equestrian safety standards, offering a wide range of protection in a potential accident. All of its safety helmets are subject to random and independent batch testing to ensure the highest level of protection is consistently met.

GATEHOUSE Stand SEE the ‘Diamante’ helmet range from D5.1 Gatehouse/Design Headwear. Created to add sparkle under the spotlights or to dazzle the dressage judges, this up-to-standard, super lightweight F.1 is new for 2012. Other new styles include the traditional Hickstead in black or navy velvet with ‘diamond’ encrusted bow, and the powder pink and baby blue Air Rider helmets with matching crystals. Bespoke designs are available too. Call at this stand to discuss.


EquiSapiens (stand F2.2) introduces KED helmets to the UK market. With virtually every component manufactured in-house, this is one of Germany’s most successful sport helmet brands. Fully adjustable in three dimensions, these helmets fit virtually every shape head – and give retailers a high ‘try-on to purchase’ ratio. trusted safety brands at Finest Brands International (stand F3.2) in the shape of Champion. Worn by leading riders and a popular choice for happy hackers to amateur competitors, thanks to many years’ manufacturing experience, Champion manages to achieve that holy grail – combining safety with comfort so that riders want to wear its products.

• If you need advice about safety standards

or the rules of equestrian sport concerning hat and body protectors, head for the British Equestrian Trade Association (BETA) (stand G4.1). BETA runs safety courses to train retailers and their staff in the fitting of hats and body protectors as well as how safety gear works in relation to the human anatomy. It’s invaluable information that, when passed onto your customers, will give them greater confidence in buying potentially life-saving equipment from you. BETA also devised and administers the BETA Body Protector Standard which is now recognised worldwide. Call at the BETA stand to find out more, arrange for a supply of body protector leaflets to hand to your customers and ask about signing up for a BETA safety course. Manufacturers are also welcome to talk to the BETA team about submitting garments for body protector testing.

• At L S Sales (Farnam) (stand A1.2) will be LAS Helmets, the preferred choice of leading show jumpers including Laura Renwick. Lightweight and stylish describes this modern, streamlined range in exciting colourways.




• You’ll find one of the world’s most

Stand Guide

More safety products...


Stand Guide


SAFETY BETA International 2012 94

TRENDS>> Let’s have a safe 2012... With equestrian sports under the spotlight of mass public viewership in 2012, safety will be on everyone’s mind. John Ayres, managing director of Champion, considers this year’s emerging rider safety themes.


iding hats have come a long way in two decades, with modern helmets offering style and substance and many serious injuries prevented thanks to approved riding hats. As head protection products are so important to sports such as motor racing and cycling, as well as being a daily requirement for motorbike riders, there has been considerable cross-industry research into materials, designs and testing procedures. It’s something that’s helped raise safety standards for all types of protective headwear, and is likely to continue into the future. Over the years, riders demanded lighter, more comfortable hats. In response, modern technological and material developments have allowed leading manufacturers to design such hats without reducing protection. Many of the latest models, such as the Champion Evolution, are built using lightweight glass reinforced shells and a high-tech shock absorbing polystyrene liner, with the shell helping to spread any impact over a much larger load bearing area, whilst also providing excellent protection from penetration by sharp objects. Ventilation Ventilation is another advance that has improved rider comfort no end and something we expect to see more of. In fact, when ventilation systems add to both the look of the product and rider comfort, why wouldn’t a rider choose a ventilated hat? Unless, of course, a traditional look was specifically required. The Champion Evolution, the Ventair hat and Ventair helmet all feature a design registered, ventilated airflow system that allows cool air to enter the front of the helmet. It’s fantastic to see that safety helmets are now required at all but the highest levels of pure dressage. Even at top level, some riders are choosing to wear a safety helmet rather than the traditional top hat. This sets such a good example to younger people in the sport, not to mention the obvious safety benefits to the riders! There have been a number of high profile safety campaigns which have done excellent work in the media to further the safety cause and we hope the trend continues. Safer is better, full stop! Body protectors In parallel with advances in riding hat technology, body protector materials have become lighter and more flexible, while offering increased levels of protection. Products such as the Champion ZipAir and Champion FlexAir are made from a high tech material that moulds to the contours of the rider’s body, ensuring the most comfortable fit possible with exceptional levels of breathability, which is so essential for rider comfort. There were few things worse in times gone by than having to hang a body protector out to dry...that hadn’t had an encounter with a water jump! New materials also offer added benefits to modern body protectors, such as the Polygiene treated inner lining of the FlexAir and ZipAir, which has anti-bacterial and anti-odour properties to help keep them clean, fresh and hygienic. Going forwards, we see body protectors becoming even lighter, less bulky and more streamlined, while continuing to offer excellent levels of protection to the rider. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

A safer future: Ellie Fredericks wears the Champion Ventair hat and Champion FlexAir body protector.

Champion ZipAir body protector, certified to the latest BETA safety standard & EN13158:2009, level 3.

Champion Ventair Helmet, certified to PAS 015, BS EN1384 and carries the BSI Kitemark.


ALAN PAINE COUNTRY COLLECTION Stand SEE the expanded A/W 2012 Country Collection from Q4.1 Alan Paine. Highlights include the Stamford range of natural looking performance outerwear with jackets, waistcoats and breeks for men and women in a herringbone fabric. A new capsule range The Duchess Collection is created in collaboration with the Duchess of Northumberland; itcomprises a long coat, waistcoat and long skirt in tweed plus classic knits in a cashmere blend See two additions to the gent’s wool Compton Tweed range - a blazer and long coat, plus new colours for gents and ladies. Trousers come in corduroy, stretch cotton twill and heavy cotton drill for gents. Ask about the new stocksupported classic waterproof jackets for men and women in three seasonal shades, plus a corresponding children’s range in Rutland wool blend tweed. Knitwear styles come in new Supersoft Shetland and Donegal Merino wool. Fresh hats are a gent’s Compton Tweed cap with ear warmers and, for ladies, a felt bow hat. Alan Paine offers a forward order discount of 5% for retailers ordering at BETA International.

ARCTIC FOX Stand ADULTS’ and children’s hats feature alongside trappers P10.1 and bombers. See also gloves in Thinsulate plus synthetic riding styles that do not crack, shrink or smell and always feel soft. Also from Arctic Fox are headbands, neck warmers, caps, fun hats and a number of ‘special’ items. A Double Fleece Neck Warmer with microfibre hood that fits neatly under a riding helmet comes in eight colours. This winter a new flat cap range has been introduced. Despite its name, Arctic Fox caters for summer stock too with seasonal hats, bush hats, pocket hats and sun glasses for adults and children. www.equestriantradenews.com


Stand THIS CanadaK6.2 based apparel manufacturer invites fashion-savvy retailers to visit its stand. Asmar Equestrian launched at BETA International 2011 in spectacular style winning best stand and innovation awards, the latter for its All Weather Rider Jacket. The company recently launched a Show Apparel collection with coordinates – and the brand has two innovative products for 2012. The Dressage Tail Coat is a modern take on the traditional garment in a breathable, two-way stretch fabric. Asmar’s version comes with four different point colours plum, pewter, deep red and traditional golden yellow. One jacket, four styles! Designer Noel Asmar has included elegant, custommade Asmar Equestrian buttons on the cuff and the centre front of the coat. The Dressage Tail Coat also has weighted tails and comes in black and navy-pinstripe. Also new are Shell Winter Breeches, a waterproof garment developed by Noel Asmar to provide discerning riders with good-looking, durable riding wear. The breeches boast advanced technical properties, thanks to a TPU (thermoplastic polyurethane) film that provides a waterproof, breathable layer. Made from Dintex fabric, Shell Winter Breeches also have a fleece backing. Currently in black, more colours will be added. And if you’re Olympic rider spotting, look out for Asmar Equestrian sponsored para-dressage star Sophie Wells who will be appearing on this stand. EQUESTRIAN TRADE NEWS FEBRUARY 2012


Stand Guide


BRITISH COUNTRY COLLECTION Stand MEET a friendly, family business N1.2 based in West Yorkshire. “We have a collection of casual country clothing for children and ladies. Our extensive range of hoodies, sweatshirts and t-shirts is bright, colourful and fun,” says Peter Wray of British County Collection. Garments feature in-house created designs of horses, dogs or tractors. New lines for children are Twinkle, Alfie and Friends and Little Rider; with Dark Horse and Feisty Filly for teenagers and adults. There are children’s jackets from lightweight rain to cosy fleece embroidered with cute pony designs. New this year is a ladies’ tweed jacket to match children’s tweed jackets and gilets. Accessories include knitted hats, baseball caps, bags and hi viz vests. British Country Collection can personalise all garments – making them ideal for corporate use too. “If you’re looking for something a bit different – yet affordable – visit our stand,” adds Peter.

BRODIE CASHMERE Stand WITH a fresh colour palette for the M5.3 coming season- featuring Italian olive and periwinkle blue - the all new A/W12 range is as eye catching as ever. Using soft, pure cashmere sourced from herdsmen in Mongolia, this high quality range comes at competitive prices.

See timeless classics, with new, innovative styling at the height of contemporary fashion. There’s an array of designs for every occasion; chunky knits, versatile cardies, the classics and the much sought-after, affordable accessories. Brodie’s Scottish heritage combined with fine Mongolian cashmere and original styling are the perfect ingredients for these wearable garments.

BUFFERA Stand SEE the latest additions to the Buff P5.3 Headwear collection including Reversible Storm Buff, Hood Buff, Hoodie Buff, Bandana Buff and Reversible Headband Buff. And check out the forthcoming High UV Protection Collection and new Infinity Wood Buff which will protect the wearer in the worst of the winter through to the height of the summer. Reversible Storm Buff and Hood Buff both incorporate Gore Windstopper fabric for cold and wind protection. Hoodie Buff and Bandana Buff appeal to the fashion conscious and streetwear enthusiasts for a youthful, edgy look. Reversible Headband Buff is an improved version of the previous year’s incarnation. The High UV Protection Collection, available from early March, has been extended to include products in junior and baby sizes so the range now offers protection from harmful UV rays for all the family. Cap Buff is a reworked version of the ever popular Evo_2 and is available in 12 reversible designs. Perhaps the most exciting innovation, though, comes in the form of Infinity Buff (pictured). Extra long for a more casual look, it appeals to those wanting a fashionable look as well as technical performance.



Stand NIFFY AND WOOLYBACK are just two of the classic P11.2 British wool jumpers from Commando Knitwear. Epitomising the timeless and traditional values of the British countryside, they are fantastic value and great quality too. British wool is natural, renewable and biodegradable, renowned for its warmth, as well as its unique resilience and strength. A wide range of high quality knitwear styles - including new lines for the coming season – is available to distributors new and old.

CRAGHOPPERS Stand CRAGHOPPERS began as a meeting of minds in K9.1 a makeshift clothing workshop in Batley, Yorkshire, in 1965. The Peak District was on its doorstep, Mount Everest was in its sights. Over the years, the brand has amassed millions of customers in countries worldwide, all with one attitude in common. Wherever you’re going, go prepared and you’ll only enhance the experience. It’s the mindset behind every one of Craghoppers’ ranges. From the brand’s lifelong passion for hiking to everyday commutes, its wanderlust to adrenaline lust, trip of a lifetime to the next generation’s…it’s an outdoor lifestyle with no room to compromise. Behind every stitch of Craghoppers gear lies almost 50 years of outdoor experience, 50 years of intuitive design, 50 years of meticulous construction and 50 years of fun. New for A/W 2012 is the Heritage range - a pure expression of form and function. By using technologically advanced fabrics in a sophisticated form, the collection offers the outdoor enthusiast function without sacrificing fashion design.



Stand FUN, fashion and function is to be M3.2 found here with clothing and accessories designed to reflect evolving trends yet meet the demands of equestrian and country enthusiasts. Following the success of its licensed goods from Bang on the Door, Carrots now offers an exclusive collection of licensed products from the hit book and TV series The Saddle Club. The range features socks, hat covers, gloves and polo shirts. From Carrots’ own ranges, stockists can expect new hat cover designs, including sporty numbers to bring fun and colour to cross country attire. With the imminent London Olympics, an even bigger Union Jack inspired range includes gloves, hat covers and socks for the patriotic. Having dipped into the country style arena in 2011, Carrots is expanding its range in that market too.


Stand Guide

Made with Tencel, a fibre derived from eucalyptus tree wood pulp, Infinity Buff is inherently anti-microbial and effectively wicks away moisture from the skin to keep the wearer cool. Suitable for even the most sensitive skins, this product will also appeal to those with concerns for the environment and sustainability.


ESKEEZ Stand ESKEEZ Thermal Base Layers are K8.4 unisex, made in the UK and new to the equestrian market. Offering warmth, comfort and performance yet allowing the full range of movement, they can be worn for everything from mucking out to competing and maximise the thermal qualities of regular riding clothes. Other features are a great weight to warmth ratio, full length sleeves, long torso to cover the kidneys, four-way stretch for constant skin contact, stretchy yet non-chafing seams, comfortable leggings waistband – and easy wash at 40 degree, plus quick drying. Eskeez is looking for retail partners and distributers.

HARRY JO & CO Stand THIS lifestyle clothing company M6.2 with an equestrian twist makes its BETA International debut. Having launched in July 2011 at the Kent County Show, Harry Jo & Co has concentrated on the show circuit – and is now ready to offer its exiting brand to retailers. Its garments are already stocked by two outlets in the north-west of England. The Harry Jo & Co A/W 2012 collection will be on show – and you can take advantage of offers on its summer range too. Pictured is the Audley Jacket with removable sleeves.

JACK MURPHY OUTDOOR Stand DUBLIN-BASED Jack Murphy P4.1 Outdoor shows its A/W2012 range of Irish country and lifestyle clothing and accessories.. “We are truly passionate about fusing classic, timeless country styles with a contemporary twist,” said Caitríona Kelly, marketing manager. “Our dedicated design team strives to enhance each and every style with thoughtful and luxurious finishing touches, making our range wonderfully unique... brimming with personality, individuality and more than a touch of Irish charm.” The new collection is designed to meet the many demands of the autumn and winter without having to choose function over fashion. It includes cosy knits, stylish wax jackets, stunning tweeds, country quilts and shirts in floral prints plus an extensive accessories range designed to coordinate with key pieces.

KANYON OUTDOOR Stand GOOD value, top quality N5.1 footwear is to be found on this stand. Thanks to more than 50 years’manufacturing experience, Kanyon Outdoors has the ability to understand and select the best materials for making waterproof and outdoor footwear. By bringing traditional and contemporary production technologies together – and designing boots that people want to wear day-to-day – Kanyon has created an exciting offering for the equestrian and country markets. Last year, hugely popular laced-side boots in regular and wide fittings were introduced, as well as Kanyon’s first waterproof 98



country boot for children. 2012 sees more new products for the equestrian sector. “We offer our retail customers excellent support, next day delivery with no minimums and competitive margins to work with,” says Mark Burman of Kanyon Outdoors. “We don’t saturate local markets but work instead with retailers to help them to grow their businesses profitably.”

PUFFA Stand THE GREAT British Puffa P3.3 brand, which commanded such affection in the 1970s and 80s, needs no introduction. Now under the Sherwood Forest banner, the revival of that feel-good factor is well underway, as is the plan to take Puffa into other country sport sectors. The Puffa stand will have a traditional heritage feel, the perfect setting to promote the core collection of much-loved gilets and jackets. Puffa fans will be pleased to hear that these garments been subtly re-designed for a flattering, fitted look, yet retain all their favourite features. Ask about a free trade website and point of sale package to help you promote the Puffa brand. And see Puffa in action in the BETA International Fashion Show, sponsored this year by Puffa Country Sports. All business cards received on this stand will be entered into a free prize draw to win a ladies’ Puffa Allington gilet and men’s Puffa Astley gilet (pictured).

TRENDS>> How to win in the fashion stakes Want to keep your customers on trend this season? Take some tips from Matchmakers International design director Christine Bower.


hether it’s high street or equestrian brands, think country fashion this year. Riders and non-riders alike will be fighting to achieve the perfect look when it comes to tweed - so be prepared and don’t miss out on this huge trend. Knowing what’s ‘in’ is crucial to keeping your customers happy. On leisurewear, for instance, look out for floral and vintage themes with Liberty style print. Denim chambray trim is also set to prove a hit. Autumn will herald a quintessential country classic look; quilted jackets, autumnal colour ways and heavier weight materials taking centre stage. Keep your store looking fresh and up to the minute and ensure there’s something for everyone. It’s all part of making sure customers leave with carrier bags in their hands. And when it comes to the mainstream equestrian customers, combining style with necessities for their active lifestyles is the key.


Stand Guide




Stand WHATEVER their outdoor activity, Regatta can offer a M6.1 stylish solution to keep your customers warm, dry and protected. This leading European outdoor clothing, footwear and accessory brand returns to BETA International with an array of new products for men, women and children. “We pride ourselves in offering the best selection of value for money, waterproof and breathable jackets on the market,” said a spokesman. Highlights for 2012 are an extended range of 3 in 1 jackets with a choice of fleece, softshell and micro-warmth inners. Fashionable new parkas have an urban look. Regatta’s fleece range is enhanced with a wider choice of styles. From everyday outdoor fleeces to ‘special interest’ versions, there’s a variety of weights, finishes and colours plus bold prints, stripes and hi-pile textures. See also comfortable, waterproof Snowboots for men, women and children. Styles feature either Therm-guard or new Xerotherm thermal insulation technology. Regatta’s offering is backed by excellent margins, a flexible stock holding facility and marketing support package to help sell the brand.

SARM HIPPIQUE Stand FOUNDED in 1971 by the L2.1 Mulazzani family, this company was initially dedicated to classic clothing production and known as Sarm. However, the owners’ passion for horses prompted the arrival of equestrian clothing in 1986 - and by 1991, Sarm Hippique was born. Based in Chieve by Cremona, Italy, this exhibitor specialises in fashionable, wearable, high quality clothing. New for 2012, Sarm Hippique has a classic collection of horse and rider clothing in fine fabrics and luxurious leathers to show you.

Stand IN 1946, three K4.4 men collaborated to create BETA International newcomer Sebago. They wanted something new and exciting, that was a perfect fit to their roots in New England – where Europe ends and America begins. The result...New England footwear by Sebago...a brand that celebrates craftsmanship and quality for those aspiring to a premium yet casual lifestyle. Waterproof footwear preserves the brand’s timeless style and craftsmanship. Made from premium leather, it breaks in quickly and actually looks better over time. Outsoles perform in slick conditions with a variety of lug patterns available.

SHERWOOD FOREST Stand BRING your business card Q3.1 to this stand to be entered into the free prize draw, the winner of which will take home a ladies’ Norwood and men’s Gadwall Jacket (pictured here). Sherwood Forest goes from strength to strength, achieving record breaking sales in 2011. Thanks to its innovative design team, imaginative colour pallets and high quality products, each BETA International sees increased foot fall to its eye-catching stand. Here you’ll find Sherwood’s Equestrian collection plus the Country and Sportswear ranges. Good quality, functionality and value for money are something they all have in common. Enjoy these collections on the fashion show catwalk – then visit the Sherwood Forest stand opposite for a closer look.

STORMAFIT Stand STORMAFIT'S Countrywear N3.4 brand includes British made waxed and tweed outdoor clothing. “Fly the flag in 2012 and help the British economy by supporting goods manufactured in this country,” says Stormafit director Jane Austin. “There are great reasons to choose Stormafit; our products are well designed, manufactured and priced to entice your customers to purchase.” The company can supply display stands free of charge, uses informative labelling, offers speedy delivery, excellent customer service and after sales advice.

TM STARTECH Stand EVERY rider deserves good chaps and gloves, which is A2.2 what you’ll find on this stand. Made in leather and synthetic materials, with different designs, colours and features, gloves and chaps from TM Startech give a great feel on the reins and confidence in the saddle. 100



TUFFA INTERNATIONAL FOOTWEAR Stand THIS stand will be adorned with footwear, chaps, P5.1 gaiters, gloves and socks. “We’ll be showcasing the new styles we added during 2011,” said Michelle Girling of Tuffa. “It will also provide retailers who don’t currently stock our products with a great opportunity to see our items in person.” Latest additions include the Nordic Boot with waterproof membrane, stirrup friendly design and specially formulated insulated rubber sole that won’t harden or become slippery at

WORKLITE Stand THIS company was founded in K4.2 1999 with the purpose of building the most comfortable, high performance footwear on the market. Today, the boots are of a quality that goes beyond our customers’ expectations, says Worklite the UK’s main distributor for Muckboots. Find out more on this stand.


Stand A MOVE to larger premises has enabled Taurus K7.3 Footwear to keep expanding its range of equestrian and country footwear with several new styles on show. Caballero – an old name for a new riding boot – is redesigned to improve its appearance and fit. Stylishly contoured with a rear zip, it’s produced in black full grain leather with regular and wide width fittings. With its elegant design and front lacing, the Lancer field boot is popular with riders looking for a full length boot. While the waterproof Holkham country boot [pictured] is a top quality example of practical, comfortable footwear that looks great too. Savanna comes in black waxy nubuck leather as well as brown and has been re-designed to improve fit, as has the Gaucho country boot. Among Taurus’ short boots is Rutland with a side zip and stylish features that add extra value, Palomino - re-introduced in a rugged waxy nubuck leather, and the smart, new Breckland for men.

temperatures down to minus 10. The Carbrooke Gloves’ colour range now includes beige/sand ideal for showing and a great alternative to more expensive leather gloves. “We’re keen for people to come and see the depth of product we offer. With a keen price point, quality materials and a great fit, our Shetland Half Chaps for children and adults are key sellers. “Our Suffolk Boots continue to be popular with men and women; the Two Tone version is very much in demand,” added Michelle. Tuffa’s footwear spans the country and equestrian markets, making it ideal for tack shops, country stores and those looking to diversify. The size range offered stretches from children’s size 6 up to adults’ size 15. Many long boot styles come in a range of calf widths too.

Stand Guide


Stand Guide


CLOTHING BETA International 2012 102


TRENDS>> Setting a gold standard The hit movie film War Horse and the imminent London Olympic Games means the horse world will be buzzing in 2012. And a high profile view of equestrianism makes appearance as important as performance, says Ariat Europe’s managing director, Phil Duff.


ong gone are the days when you had to endure discomfort to look

stylish. There are dozens of innovations being used in equestrian apparel now to enhance performance. This year I expect to see even more emphasis on the various technologies available; and with customers having access to a wider research network, these will have a greater influence when it comes to decision making. We have already seen buying trends switching from traditional to technical. And this is set to continue. The right footwear, accessories and clothing can have a very positive effect on rider position, comfort and ultimately success, and this is being driven by the everincreasing demands of professional riders. This is particularly key in the lead up to the Olympics; dedicated riders will leave no stone unturned in their quest for maximum performance and results in advance of London 2012, and this will spark interest throughout the levels from aspirational amateurs to potential medal winners. The bigger picture The country and lifestyle sector is also making more educated decisions despite traditional appearance. With the internet, social networking and greater understanding from the retailers due to increased product training, customers often know exactly what

they want. And this isn’t just a boot that is stylish and co-ordinates with their country attire! They also expect their boot to perform to the highest standards and offer durability whether on the ground or in the saddle. To achieve this, customers often prefer to spend a little more and purchase footwear that promises to last longer and offers greater value for money. We have noticed this is also stretching to footwear used in associated industries such as farriery, farming and fence building; particularly in the safety market there has been an increase in demand for new lightweight composite toes rather than the traditional steel toe. Modern styling has made its mark and will be sticking in the industry. Riders are realising that they can put their own stamp on their equestrian wardrobe and Ariat’s Volant Boot launched in 2011 is the perfect example of this. It gave the less traditional customers a chance to free themselves from classic styling and the response


we got was phenomenal. 2012 will see this collection grow, emphasizing the fact that customers can have a boot that excels in both performance and comfort while also making a fashion statement. Firm favourites It’s equally important to maintain expectations. We listen to our customers and act through demand. For example, our best selling Bromont collection of super comfortable, easy on/easy off regular and full fitting boots, which are already available in an insulated and noninsulated version, will see the introduction of a more formal waxed black colourway with a higher Spanish cut topline for elegance. There will always be a demand for the popular, staple products.” 2012 promises to be an exciting year for the equestrian trade, especially those supporting some of our Olympic hopefuls. Professional competitors will be in the spotlight more than ever this year and are set to influence the nation’s riders. At Ariat Europe, we’re proud to be associated with many of Europe’s biggest equestrian talents. Gold could well be the biggest trend of 2012!

Stand THIS new exhibitor N5.2 introduces leather handbags that are functional, elegant and timeless. In the Dorset based company’s most popular collection, Napoli, a new 'smoke' colour has been launched for Spring/summer 2012, providing a twist to the ever appealing dark brown and tan colours. The leather is supple and finished in waxes and oils to give a rural, stylish feel. Safari is a new collection of soft nubuck leather handbags boasting classic and practical styles, ideal for roaming our beautiful English countryside.

BREYER HORSES Stand SEE JOEY from D4.2 Horse War at this stand, among other collectable model horses. Breyer equines are loved by child and adult collectors for play and display. Each model is hand painted by approximately 20 artisans who create an exquisite hand-made model that is as individual as the horse that inspired it. With each Breyer horse comes an array of accessories providing a fun and realistic play environment for the youngest of horse fans right through to the serious model horse collector. Joey products, prompted by blockbuster movie War Horse based on Michael Morpurgo’s novel, feature in Breyer’s Traditional and Classic series. Last month, Breyer’s distribution in the UK and Ireland was taken over by Hornby, the UK’s leading model, hobby and collectable toy company.


CONTIGO Stand ON-THE-GO beverages can be K8.3 messy and complicated, so Contigo has developed a line of simple yet functional drinkware. Here you’ll find thermal travel mugs, water bottles, kids’ cups and coffee mugs to make outdoor refreshment easy and fun. The products are stylish, yet resilient; sleek yet strong. Autoseal technology means the containers seal between sips, forever changing the onthe-move beverage drinking experience. The products are 100% leak-proof and spill-proof with superior insulation properties that keep beverages hot or cold for long periods. Contigo believes you will be pleasantly surprised by the array of helpful innovations its brand offers.

DEE TWO Stand BE AMONG the first to see the new Country L7.1 Cognac range of handbags, a collection that’s been three years in the making. The label combines the luxury of leather with the quality of tweed in classical styles and modern colours. Dee Two is celebrating its second BETA International appearance by offering a reduced, carriage-free minimum order.

GRAYS OF SHENSTONE Stand THIS innovator of equestrian gifts H2.2 celebrates its 90th anniversary this year – yet the ideas from Grays of Shenstone are as fresh as ever. Brand new are a Squeaky Equestrian Rubber Duck complete with riding hat and whip. In a box of 12, the SRP is £2.95. Then there’s the Eco Fun ‘Bee My Horse’ wooden sketch book, SRP £5.95 including pencil crayons. And your young customers will love Playtime Ponies in plush pink, 21.5cm tall and with an SRP of £10.95. See these and much more at Grays.

EQUESTRIAN VISION Stand The DVD specialist introduces a Starter Pack K8.2 plus more point of sale promotional material. With a whirly display and stock worth approximately £120, Starter Packs are supplied on sale or return terms for one year with stock being replenished on a monthly basis. Countertop versions are also available. “Equestrian DVDs are great entertainment as well as being a fantastic way to learn new skills. We’re seeing an increase in demand for training programmes that allow the viewer to learn at their own convenience,” says Jamie Hawksfield, managing director. New titles include Thrills & Spills 3, Laura Bechtolsheimer training series and In Control with Team Fredericks.

GABRIELLA SHAW CERAMICS Stand SEE BRITISH bone A2.1 china mugs featuring images from Terry Kirkwood's sketchbook. Many of the drawings were made at actual three-day events. The feed chart is a totally new idea from Gabriella Shaw. Measuring 38 x 29cm, and also UK made, it’s in easy care melamine. On the same theme, tablemats and trays are available in this new design. www.equestriantradenews.com

HEAVENLY HORSE Stand HEAVENLY HORSE makes a J4.1 second appearance with its stunningly packaged, candy topped treats – plus two new lines. The Stable Angel is a ‘lick and pick’ hanging stable treat available in four flavours. The horse helps himself to sweets - then enjoys a nutritious and delicious lick, thanks to this innovation that sold out at Olympia Heavenly Horse also launches ‘very girly and very blingy’ Equine Couture clothing. A core collection comprising show jumping jackets, polo shirts and jodhpurs will be unveiled at BETA International with the full range to be available for Christmas 2012. “Our Equine Couture range is really on trend and we’ve made sure it’s priced reasonably so that our target market can afford to buy lots of it,” said Cindy Marshall-Day of Heavenly Horse. Heavenly Horse was voted ‘top treat’ by Horse Deals magazine and chosen to appear in the Burghley event riders’ goody bags last year.



Stand Guide




Stand AN EQUESTRIAN artist specialising in ceramics, Sally C2.2 was taught the traditional and time honoured method of hand painting china 30 years ago. These days, she offers individually created pieces for the discerning – and has developed her own range of fine gift and boutique ware using digital technology. Sally says she’s coming to BETA International to dip her toe into the water of the equestrian industry. Gifts on show will appeal to those who just love hounds, who just love side-saddle, who just love racing and so on through the horse world’s diverse disciplines.

Stand “NEW, NEW, NEW!” That’s the theme at L5.1 Your Gift Horse, according to Christina Jones who’s just returned from New York. A new show jumping board game combines horses, money and luck. “It’s totally addictive, loads of fun and bound to fly off your shelves,” says Christina. See too new greetings card ranges, plus a new merchandising system and a new range of canine gift items. Your gift Horse also has a new newsletter packed with business growth advice plus a bit of fun. Christina is offering a prize for the best suggestion for its title. “Not everything is new though,” she adds. “We’re sticking with the same old commitment to customer service, same old commitment to offering you the best products at the keenest prices, same old commitment to keeping our carriage charges low and, as always, we look forward to welcoming customers old and new to our stand.”

UK ROSETTES Stand SEE THE exclusive 2012 souvenir C1.1 range of rosettes and sashes marking HM The Queen’s Diamond Jubilee. Featuring the jubilee’s official logo and to be manufactured only until 1st October, these highly collectible memorabilia were presented to riders taking part in London’s New Year’s Day Ride in London – and now your customers can enjoy them too. More rosettes with a twist from UK Rosettes feature prints of the Household Cavalry, designed by equestrian artist Diane Hennchen. Also on this stand, you can see the Team Pavitt collection of saddle cloths, sweatshirts and lounge wear.


TRENDS>> What’s hot in handbags...? HM The Queen is rarely seen without hers. But what will be ‘in’ for the timeless accessory this season?


andbags aren’t just for making a statement but also for functionality with compartments, shoulder straps and various easy-to-carry sizes. Bags are as important as scarves, shoes and other wardrobe accessories; they reflect style and show individuality. Spring 2012 brings about the handbag with classic ideas and a modern twist. The cross body bag trend shows no sign of slowing, particularly capitalising on the 70s theme (a major force for several seasons now) and the return of the saddlebag shape. Designers have revisited the bag in muted shades of tan, brown and green, choosing subtle leather or suede for a retro vibe. Small shoulder bags have always been in vogue but for Spring/Summer 2012, it’s all about tiny! Women have always loved small bags but are you ready for a bag that is not small but tiny? Whether or not you are, these bags are to be a hit over the summer. Satchel bags were a hit in Autumn/Winter 2011 and are most definitely back with a bang this Spring. They are not only comfortable but can hold plenty of those all important handbag essentials so are ideal for those of us who like to have everything for every occasion in our bag. Vintage cases have been re-created producing hard, structured bags for an old world feel. Small, square bags are cute and less weight to carry on that shoulder. However, for those who crave practical, stylish and portable storage solutions then thankfully the leather tote bag will be making a big appearance this season. The practical nature and neutral colour options make the tote a fantastic long term investment handbag! In terms of shape, Spring/Summer 2012 is somewhat tailored, and classic, but with a touch of bold and edgy. Therefore handbags are following this theme; classic styling but with a modern edge, creating a timeless look. Looking at colour, florals will be big this Spring, plus creamy neutrals and pastels, creating a feminine and cottage garden look. Also think rich browns, subtle tans and forest greens for that vintage, warm and earthy touch. • With thanks to new BETA International exhibitor Bolla Bags (stand N5.2] whose handbags are pictured.


ACCAPI UK Stand BRANDS for ‘action dogs’ are to the L5.2 fore here, including two new to this distributor. Ruffwear performance dog gear allows owners to enjoy the outdoors with their canine companions. Kurgo is a pet travel safety collection. Planet Dog encompasses fun, educational and functional products including what’s said to be

EQUISCAN Stand FIND out about a E7.2 new equine thermography veterinary screening service. Equiscan DITI assists in the diagnosis, treatment and rehabilitation of soft tissue and bone injuries. It’s useful for the early identification of musculoskeletal and neurological injuries, especially non-specific and difficult to diagnose lameness. The system shows physiological (functional) abnormalities; it also displays and records the horses 'subjective' feeling of pain and signs of a dysfunction anywhere in the body. For instance, tendon lesions can be detected up to two weeks earlier than with regular screening, and before lameness and breakdown is caused. Equiscan saddle measurements, meanwhile, are designed to help the saddle fitter in his or her evaluation. Equiscan Topography is the only system of its kind and ensures a high level of accuracy when measuring the horse’s back. Equiscan provides services to veterinary practices, horse owners and some of the UK’s leading professional yards, as well as working with saddle fitters. Call at this stand for scientific and business information.


Stand THIS pet accessories B4.1 distributor makes its second appearance at BETA International with five new brands. Big names from the pet market to be found here include Petmate and Maelson with the additions for 2012 of Fat Cat, Country Pet, Bamboo Pet and Marchioro. With products such as the Dry Box and R-Flow dog walker’s Jacket from Maelson, the Vari Kennel and Le Bistro from Petmate plus the Insulated Dog Coat and Waterproof Dog Mat (pictured) from Country Pet, 3P has a range ideally suited to equine and country stores. “Much of our range is made up of practical dog products of the kind used by working dogs and their owners,” says Grant Rogers, managing director at 3P. “Equine and country stores offer the perfect retail environment to promote our range to horse owners, many of whom also have dogs.” New from 3P is the Maelson Dry Box 7.5Kg dry food storage bin, Fat Cat Dog toys, Country Pet range of coats and beds and the Bamboo Grooming range.

the world’s best dog ball, Orbee-Tuff. Here you can also catch up with top Wellington brands in the shape of the durable Superlite, insulated sporting Grubs and lightweight boots in fun colours for children, Muddies. “BETA International attracts some of the best retailers and buyers in the equestrian and country market, both nationally and internationally,” said Accapi UK’s Andrew Geere. “We have an exciting portfolio of world leading brands and anticipate that our new and exciting, technical products will be well received.”

Stand Guide


Stand Guide



EQUUS IMPORTS Stand NEW from Equus Imports is NT-Dry - the first ‘dry’ B5.4 approach to the hoof condition, thrush. This remarkable product hails from America where it’s marketed as No Thrush, and is now available in the UK. This exhibitor also supplies Equicast hoof bandages plus the hoof supplements HUF–Vital and, for laminitics, REHE-Vital. You can also examine the Equi-Them laser thermometer and ‘natural balance’ type horseshoe, The Equus Performance Shoe. Equus Imports can help develop new products for individuals who don’t know where to start; they’re happy to have nondisclosure conversations about ideas.

regularly featured in top equestrian magazines with excellent results in ‘tried and tested’ reports.” While its product development focuses on comfort, safety and the horse’s well-being, Harpley Equestrian has a proven track record for efficient customer service and speedy deliveries. “We also offer a commission manufacturing service to companies requiring reliable UK made, own brand products such as rugs, numnahs and girths, etc,” added Kath. “We have the flexibility to produce small or large quantities. Our customers benefit from all the perks of buying from a genuine British manufacturer, like excellent communication, fast and low cost and door to door deliveries. And, of course, regular deliveries mean better cash-flow.”



Stand FLY AWAY, incorporating the Groom Away range, is a D3.1 leading manufacturer of natural fly repellents. Best sellers are Defleqt, Citronella Free for sensitive horses and triple strength formula Max Strength. With bio-security a growing concern, Fly Away launches Germ Away. A hard surface sanitiser and stable deodoriser, it has been proven to kill 99.99% of harmful bacteria within seconds of contact, including strangles and ring worm bacteria, providing up to 30 days’ continual protection. Germ Away, plus Defra approved Fly Free Zone, ensures stables, rugs and trailers remain bio-secure. Groom Away’s show ring range is growing with products in development including an aloe vera gel, saddle soap, hoof disinfectant and hoof oil. See also Seal to Heal to combat mud fever – and ask about show offers.

Stand THIS Dutch exhibitor D8.3 presents Hi-Gloss Spray, a new generation of non-greasy mane and tail detangler and conditioner. With a long-lasting effect, it repels dust and dirt, yet still makes plaiting easy. For horses with luxurious locks, it helps prevent split ends and adds volume for a stunning show effect. Odourless and skin friendly, Hi-Gloss Spray has been a proven top seller for a number of years. In fact, Holland Animal Care reports a 95% repeat purchase rate. Hi-Gloss Shine & Detangler is also available in a 250ml gel version called Hi-Gloss Gel. Hi-Gloss Spray is available in 500 ml and refill packs containing 2,500 ml.

HARPLEY EQUESTRIAN Stand MEET a great A1.1 British manufacturing team with many years’ experience making things for the equestrian trade. Harpley Equestrian brings to BETA International a selection of useful, stylish items in modern, technical fabrics. Among its most popular lines are Cool Leg Wraps, Hot-Chilly Leg Wraps, magnetic therapy items plus the thermal and wicking Warmwick range of exercise sheets, leg wraps and dog coats. The Nottinghamshire based business also supplies that finishing touch for any rider, hairnets and bow-nets. “Our products have received excellent testimonials and endorsements from eminent riders, physiotherapists and happy hackers,” said Kath Harpley who heads the company. “We are


KERETEX HOOFCARE Stand THE experts at Keretex can D6.1 answer your questions about all things hoofcare. They’ll also explain how their outstanding hoofcare products work for the benefit of your customers and their horses. The Keratex range has been developed by studying common hoof problems and finding solutions using experience, science and technical knowledge. All of the products are scientifically proven to work and are vet, farrier and rider endorsed. Keratex Hoofcare is a family-run business, which began with the creation of its flagship product, Keratex Hoof Hardener, in 1991. The range now includes gels, washes, disinfectants, fillers and supplements - everything to help repair, protect and maintain horses’ feet.

LIFE DATA LABS Stand FROM America, Life F1.4 Data Labs - in business for more than 30 years - is a dedicated ISO 9001:2008, GM free animal nutrition research and manufacturing company. Its Farrier’s Formula supplement has been a trusted name in the UK market for 19 years. Founder Dr Frank Gravlee is a vet with a Masters of Science in Intermediary Metabolism. He’s also a Certified Nutrition Specialist (CNS). Karen Zetsche is Life Data Labs’ EU representative. Farrier's Formula provides nutrients such as phospholipids, omega fatty acids, and important amino acid ‘protein building blocks’ to build strong structural and connective tissue proteins important for healthy hoof structure and growth. Equally important is Life Data Hoof Dressing, a topical dressing to help repel the invasion of the bacteria and fungi that cause hoof capsule problems. See also The Right Step hoof conditioner which uses natural resins and plant extracts to preserve the correct moisture balance within the hoof capsule. www.equestriantradenews.com

MERIAL ANIMAL HEALTH Stand WIN A Smart phone or one of three large chocolate eggs E1.6 when you visit Merial Animal Health to find out more about Eqvalan, Eqvalan Duo and the company’s SMART worming programme. There will be commercial offers on these wormers plus Frontline Spot on.

NON TIP FEEDER Stand THE new Non Tip C3.3 Feeder is a container for feeding horses that’s safe, durable and stackable. It also saves time, money and food. The product has been designed and ‘road tested’ by international polo players Nick Evans and Andrew Hine. “With so many ponies to feed, I was fed up with seeing so much hard food and hay going to waste. But this feeding solution is the answer to all our problems.” says Andrew. In fact, he’s so confident about the Non Tip Feeder’s ability to remain upright that he’s offered to give any horse that manages to overturn it another feeder free of charge. The patent pending product is designed to be left in situ and filled as required. Lightweight and easy to carry, it’s simple to clean; there are no rough surfaces to trap food. The Non Tip Feeder encourages a natural, head-down eating position, known to be beneficial for digestion and dental wear. With an RRP of £39.99, it helps guard against colic too; horses are less likely to ‘Hoover’ up sand, stones and muck as they root around for spilt feed on the floor.

PJ PET PRODUCTS Stand MORE than 70% of D5.2 horse owners also own a dog, says PJ Pet Products. And this exhibitor can help retailers capitalise on that statistic. A range of 30 different dog treats and toys comes with an eyecatching point of sale display stand. PJ Pet Products’ affordable (retail value £0.99 - £1.99) impulse purchase lines have a gross margin of 40% or greater which is unmatched within the industry, the company believes. Normally, customers ordering a stock value of £275 plus VAT are entitled to a free point of sale stand which has a trade purchase cost of more than £60. At BETA International, however, the company is offering a free point of sale stand for just £150 (plus VAT) stock order. This order will fill the stand completely with all 30 products and allow additional items for restock. Says managing director Jackie Fox: “This is a fantastic offer for the retailer and for PJ Pet Products, even though the company will not profit on the initial sale. “The combination of high margin for the retailer and low retail sales prices are a proven winner and customers taking advantage of our offer will become long term business partners for us.”


SILVERFEET Stand THIS new antimicrobial hoof balm for daily use has D1.1 remarkable, measurable benefits for horses’ hooves. Silverfeet is a unique blend of natural ingredients with an important addition – silver. Laboratory experiments have shown that even in a very low, safe and non-toxic concentration, the silver in Silverfeet prevents the growth of hoof bacteria and fungi within just hours of application. Reduced levels of bacteria and fungi result in a stronger, healthier hoof and improved performance. Although Silverfeet can be used as part of a treatment package for ‘infected’ hooves, it is primarily designed to be preventative when used daily as part of a routine hoof maintenance regime. Silverfeet is not only antimicrobial but also fulfils the function of regular hoof oil by moisturising and conditioning. With pleasing smell, it’s formulated to a non-spill but easy-to-apply consistency. Available in four colours: natural, girly pink, boys’ blue and black – it’s designed to encourage children to participate in hoof care. Silverfeet is currently designed, manufactured and marketed by HSSilver Ltd in North Yorkshire, England.

SMART GROOMING Stand CALL here for B6.2 innovative, useful and competitively priced equine and pet grooming equipment and show products. Equi-Shave is new for 2012. It’s another great idea from Smart Grooming, the originator of Smart Tails [pictured], the humane way to tidy tails and manes. This exhibitor is also UK distributor for Borstiq Farm - the luxury Swedish brand of natural grooming brushes, Mars Pet Grooming of Germany and The Riding Stock Company (UK). Smart Grooming supplies directly to retailers as well as to wholesalers. Overseas distributors are welcome to apply for accounts.

TRELAWNE EQUINE Stand BRITISH distributor B7.1 Trelawne Equine is the destination for retailers wanting to learn more about hoof boots and barefoot horses a real growth sector, according to co-proprietor Lucy Nicholas. The company won the Equine Product Innovation Of The Year award for the Easyboot Trail hoof boot at the 2011 Vet Marketing Awards. “Understanding of barefoot equine management continues to increase, and many UK horse owners now choose to keep their horses barefoot, using hoof boots in certain circumstances when they ride,” added Lucy. Lucy has written a new book The Barefoot Horse – an introduction to barefoot hoof care and hoof boots, published by JA Allen and which launches at BETA International. “The book will be a godsend for anyone that is considering taking their horse down the path of barefoot hoof care, or wants to know more about hoof boots,” said Lucy. 108



Stand THE NEIGH STATION is an J2.1 ‘activity centre for horses’ designed to keep them entertained and stimulated. See it here. From Canadian exhibitor Two Fair Mares, it’s entered for the innovation awards and will be displayed in the new products gallery. The Neigh Station features a shatterproof mirror, sliding latch with clicking sound, and rope with detachable toy riders. Charlie the Hunter Jumper (English) and Earl the Cowboy (Western) toy riders will also be sold separately. “Horses, like people, need creative outlets to increase happiness and reduce stress,” said Two Fair Mares founder and owner, Susan Lyon. “In addition to providing hours of entertainment, The Neigh Station may also help to minimize unwanted horse habits, which are widely linked to anxiety and frustration.” You can also see (and try out) The Equine Scratcher on this stand. The texturised panel helps horses (and humans) relieve itches safely and effectively.

Stand DO YOU need a worm C1.3 count service for your customers? If so, call at Westgate Labs’ stand to find out about the simple-to-use, bespoke service for shops and merchants. “Best practice in horse worming has changed in line with BVA [British Veterinary Association] guidelines,” says Westgate Labs’ Gillian Booth SQP. “Faecal egg counts now form a mainstream base for planning good horse worming programmes. So it’s more important than ever for retailers to get on board and see the opportunities for profit presented in selling them. Miss out – and customers may seek this approach elsewhere. “With our tailored service, all the test results are returned to the retailer’s SQP. This enables the SQP to give the customer excellent, individual worming advice. You may sell fewer wormers - but will profit from selling the worm count tests.” At BETA International 2005, Westgate Labs’ worm count kit won an innovation award.



Stand JOIN VIRBAC on this stand to H2.3 celebrate ten years of innovation with leading wormers Equimax and Eraquell. Check out Virbac’s exclusive BETA International promotion too. Virbac Animal Health is the main sponsor of BETA International for a second consecutive year. The company also initiated the Virbac SQP of the Year – the shortlist is announced on page 52 – the winner of which will receive his or her accolade during BETA International. Callum Blair of Virbac, who has provided the AMTRA accredited SQP CPD feature in this issue of ETN, will be the main speaker for the BETA International CPD seminars, to take place during the exhibition.

Stand SEE the CarPET pet hair D6.4 remover that instantly lifts, gathers and removes even the trickiest pet hair and fluff for amazing results on home and car, caravan and motor interiors. With little effort and at a low cost, it’s appreciated by many equine and pet owners.



Stand Guide


W F YOUNG Stand THE manufacturer of the Absorbine horsecare range E1.2 launches three new products. The ShowSheen brand is extended to include new ShowSheen 2 in1 Shampoo and Conditioner, ShowSheen Stain Remover and Whitener and ShowSheen Detangler Gel. The Hooflex hoof care range sees the introduction of Hooflex Frog and Sole Care, along with updated packaging for Hooflex Original Conditioner and Hooflex Natural Spray. In the Muscle Care range, Absorbine Embrocation is re-launched following a 15 year absence. Still in the famous ochre coloured bottle, this cooling and soothing formula comes in liquid and gel form. The innovative Mitt and Miss Mitt will initially provide novelty factor but will soon be recognised as the useful, waterproof mitt that’s ideal for applying ShowSheen, fly control or leather care product without getting hands dirty.




Stand Guide


BARNSBY Stand ESTABLISHED in 1793, B2.3 Barnsby manufactures high quality, hand-made saddles, bridles and accessories suitable for the everyday rider through to the professional. The company holds a Royal Warrant as supplier of Saddlery & Lorinery to H.M. Queen Elizabeth II. Visit this stand to see the top selling Universal VSS Saddle and the Xtreem XC saddle as used by Mary King. Among Barnsby’s new launches is the I Tree range featuring a thermoplastic carbon fibre tree. Manufactured using aerospace composite materials as seen in F1 cars, it’s lightweight and suitable for a variety of horses. All orders placed on the stand will be subject to a 5% discount.

EQUIAMI Stand THIS training aid, D6.3 designed to promote engagement, develop topline and encourage horses to work in balance and self-carriage, is simple to fit, use and adjust. In fact, the EquiAmi can be fitted to a horse prepared for lungeing in less than two minutes. See for yourself at BETA International. The aid needs no adjustment for rein changes because the horse is always working in a soft, equal contact. The kit comes in a hessian bag with illustrated booklet and instructional DVD. EquiAmi aids are endorsed by top riders, trainers and therapists for groundwork and rehabilitation and have UK and US patents. Lungeing, riding and Combi aids are available with good margins, support and service.

BETA International 2012



Stand AT THE home of F2.3 Equilibrium Therapy, Stretch & Flex, Tri-Zone, Field Relief, Net Relief and EquiChaps, there’s an addition to the Tri-Zone Airlite boot range. You can see a brand new concept in equine boot design here too. Tri-Zone boots undergo laboratory and field testing for their levels of protection against concussion and penetration ensuring they’re suitable for their intended discipline. Equilibrium Products also launches a new website. Designed to simplify ordering and provide easy access to product information, it’s great for online retailers. Equilibrium is offering a £100 voucher off orders placed at BETA International (T&Cs apply).

FAIRFAX SADDLES Stand THERE’S a strong dressage F3.1 theme here with saddles from the Fairfax brand at £1,500, while in the Kent & Masters S-Series at £850 and £895, a serious new contender enters the market. Coupled with a dressage specific tree is a panel that largely eliminates the need for a point strap. All models have the SimaTree adjustable tree system. The Fairfax monoflap dressage is made in a separate factory in Walsall. It’s hand-covered in Italian calf skin and fine English buttleathers are used for the wear-strips. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

TRENDS>> Hooray for homemade medals! British equestrian success at London 2012 will further fuel demand for UK made equestrian goods...


s Olympic fever grips the country and the spotlight shines on British A British made equestrianism, there’s bit by Abbey England no better time to celebrate the history and heritage, ingenuity and innovation that make British-made goods so special. Expect to see much of this theme at BETA International complementing the exhibition’s own Olympic themed activities to include appearances by potential Olympic competitors and coaches. One company that works tirelessly to support British retailers and manufacturers – in several cases acquiring and reviving firms that ‘make things’– is Abbey England. The implications for Abbey’s export sales, and those of its UK based customers, are clearly positive. One of Abbey’s best-known, British-made brands is its range of riding and driving bits. “Consumers are much more clued up on bitting these days and know that buying a balanced and well made bit is vital,” said Peter Phillips of Abbey England. “We’re very proud of our good quality, Britishmade bits as the negative side to bit modernisation means that there are some poorly made bits on the market, both in the cheap and more expensive categories, with no balance or particular theory behind how they work or how to use them.” The components for Abbey’s bits are manufactured from castings using the ‘lost wax’ technique that produces much finer detail and finish than the traditional sand cast steel. Where unusual parts are required they are fabricated by hand in Abbey England’s workshops using high quality steel bar. With no minimum order, a back-up advice service, snaffle, a choice of gag, pelham, double, driving bits, hackamores, sweet iron, rubber and vulcanite bits plus a made-to-measure service, this is a much favoured brand name for retailers with professional and amateur rider customers. In fact, it’s highly probably we’ll see British-made equipment such as Abbey bits on horses that win Olympic medals.

The Kent & Masters S-Series (pictured) offers a choice of surfacemounted or moveable blocks. Also on display, the 2011 launched Thorowgood T8 Hybrid – part leather, part all-weather, at a sub-£500 price point. See Prolite saddle pads and boots here too. www.equestriantradenews.com

HIGH-WITHERS Stand This exhibitor’s debut product is The Hollofill Saddle Pad B3.2 designed for horses with muscle atrophy and a lack of topline. Suitable candidates include racehorses, ex racehorses, veterans and horses that have been ridden in ill-fitting tack; indeed, any horse with hollow withers. The Hollofill Pad has pockets to enable the hollows behind the withers and shoulders and along the spine to be filled. Multiple memory foam inserts means the pad moulds to the horse’s back, filling the hollows. The inserts are fully reforming and have shock absorbing qualities to cushion the horse’s back. The product is easily adjusted to fit multiple horses. It comes either half-lined or fully lined with wool. “High-Withers hopes to offer riders an affordable option when fitting a saddle by providing a product that can accommodate seasonal changes, and avoid the need to buy a new saddle until the horse has reached his optimum shape,” said Tanza Tottle-Venton, managing director .


Stand BASED in Walsall – the J6.2 home of English saddlery, and established for more than 45 years, this regular exhibitor offers an extensive range of saddles with a bespoke service. As well as saddles with standard width fittings, Ideal Saddle Co can design to order, translating detailed requirements into a saddle of the customer’s choice. The aim is to create a product which, when correctly fitted, enables horse and rider to perform at their best. “We manufacture for retailers and saddle fitters all over the world and export to over 25 countries under the Ideal label as well as under customers’ own labels to their specification,” said Rob Lugsdin of The Ideal Saddle Company. “BETA International gives our British and foreign customers the opportunity meet the team and to see new products and developments as well as look at designs and materials they might not stock or are unfamiliar with.” The company supports three up and coming young riders, show jumper Matthew Sampson, dressage rider Daniel Odell and event rider Casey Parker. These competitors assist in design development and are set to appear on the Ideal stand this year.



Stand SADDLES from this well-known L4.1 Walsall manufacturer will be on display, including new models and designs. See Frank Baines’ collection of matching accessories including bridlework, girths and stirrup leathers too. Centre stage are Omni Dressage, Reflex & Elegance Deluxe Dressage as well as the Reflex and Elan Close Contact Jumping saddles. New additions include a GP model and Jumping saddle. “Having mainly exported many of our products, we’re currently looking to expand our stockists in the UK and Europe,” said Victoria Coleman of Frank Baines Saddlery.


Stand Guide



Stand Guide




Stand HERE, at the home of Easy Tap and A3.1 stainless steel studs, you’ll find an extended Easy Spur range with nine different versions. With a stainless steel, over-moulded polyamide body, Easy Spurs offer comfort, durability and style. Designed to fit any boot, they are set at an angle of five degrees for easy contact with the horse. Approved by the FEI, riders can choose from styles including Traditional Straight End, Ball End, Wheel End and the new Steel Wheel. Each comes in five different lengths. Easy Spurs are guaranteed against breakage subject to normal use and come complete with high quality straps Also available from this stand are KEP bridles and leather headcollars.

Stand SEE this much talkedE7.3 about, innovative, educational new product. Saddle fitting is probably the least understood area of horse care and because of this many horses are in pain, with performance and behaviour compromised, says Clare Albinson of The Perfect Fit Saddle Fitting Kit. With this kit, horse owners and riders can check the fit of their horse’s saddle. Using multiple measurements, the kit enables the building of a three-dimensional picture of both the horse’s back and the underside of the saddle - absolutely essential for good saddle fitting - making sure that all areas fit perfectly. The Perfect Fit kit contains much vital, well presented information. With it, purchasers can check saddle fit and condition, find out whether it needs re-stuffing and whether the horse has changed shape. It can also be used to help find a replacement saddle. This exhibitor’s mission is to make guessing a saddle’s fit a thing of the past and proper measurement a normal part of routine horse care.

MEDILOGIC Stand THE Medilogic Saddle Mat is E3.7 a flexible mat that sits on a horse’s back under the saddle to capture pressure distribution. The wireless system has an operating range of about 100m so can be used remotely in an indoor or outdoor arena or paddock. Medilogic software displays the forces created between horse, saddle and rider in real time, while moving or stationary and with or without the rider on board. A synchronised video records how and when the forces are created, for instance, by a change of pace. All measurements can be saved and reloaded from the database to be studied at any time or, importantly for saddle fitters, to keep a record.

BETA International 2012



Stand THIS polo equipment is made in F7.4 Argentina. And that’s important, says Pampeano Polo, to control the quality of the craftsmanship, the superior nature of the leather and capitalise on the South American understanding of how to achieve optimum polo performance. Polo is growing in the UK, the number of clubs doubling in the last ten years (to approximately 80), according to the HPA, the sport’s governing body. Polo has become more accessible too, with less elitism and a more relaxed ‘if you can ride, have a go’ approach. Despite this, polo enthusiasts remain a high spending demographic with recent research (Dec 2011) by The Polo Times revealing that the average UK spend on equipment per year, per player, was £7,000. It’s a market in which the Pampeano Polo brand has become well recognised for the quality of its items, its customer service and its competitive pricing structure. Aware that retailing polo equipment may be a first for some shops, Pampeano Polo can guide potential trade buyers with a suggested ‘starter pack’ of polo items and advice, if required, on product specifications.

PATRICK SADDLERY Stand This made-to-measure saddlery specialist showcases its H6.1 range of high end performance saddles. The collection includes Decorus dressage and event saddles, the huge popularity of which is due to the design and individual construction of every saddle. Patrick Saddlery’s ultimate goal is also to achieve a perfect fit for horse and rider. Each year, Patrick and his team introduce a new product at BETA International – and this year the new Liberty Dressage saddle remains under wraps until the show. See it on this stand! Patrick saddles use the finest leathers and are good examples of English craftsmanship. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

RUGS R US Stand HAVE you ever thought of D6.2 having your own rugs made – even a range featuring your own logo? Or how about being able to buy your rugs at reduced cost to improve your margin? If that sounds like a good idea, but the task of importing and dealing with a company halfway around the globe seems daunting, Rugs R Us can help. This UK based import company offers top quality rugs at competitive prices. All products are manufactured to meet specific needs, including detail such as binding colour and fastening types. Company logos can be incorporated - and even created for you too. In short, Rugs R Us takes the hassle out of importing. You won’t have to deal with customs and clearance companies and there won’t be any surprise costs such as port charges. All products come pre-packed, with support to create your own brand of rugs. Minimum orders are 25 rugs per design and colour with mixed sizes and weights.

SADDLERY TRAINING CENTRE Stand THE Saddlery Training H6.4 Centre (STC) provides training courses designed to enhance or update the skills of those working in the saddlery trade. It is run by Mark Romain, pictured here receiving a Fellowship of the Society of Master Saddlers (SMS) from SMS president Denise Silman. Saddlery Training Centre courses are available in saddle, harness, bridle and side saddle manufacture as well as repair and refurbishment. Short courses are offered to support trainees and more experienced saddlers gain City & Guilds Qualifications. The Saddlery Training Centre is currently the only training provider in England offering the Government’s Modern Apprenticeship Scheme; during a recent OFSTED inspection the centre was graded ‘Outstanding’. Those saddlers who are self employed or working part time may consider attending the New Entrants’ Training Scheme. Details of all training courses available can be found on this stand. www.equestriantradenews.com

SOCIETY OF MASTER SADDLERS Stand BETA International is an J8.1 important shop window for British saddle and bridle-makers, writes Pat Crawford. Find out more by visiting the Society of Master Saddlers (SMS) in the British Saddlery Pavilion. This year the focus is on training. Sunday will feature a competition open to current Millennium and Modern Apprentices who will design and make a noseband to complement a Double Show Bridle that fulfils City and Guilds Level 3 specification. Judges Frances Kelly and Karen Schlotter will award prizes to 1st (£150) and 2nd (£100). Competitors include Joanna Heard (Stroud Saddlery), Karina Cope (Nuttgens Saddlery), Ruth Wyatt (The King’s Troop, Royal Horse Artillery) and Luke Andrew (Horsey e things). On Monday recent former students from Capel Manor College plus those currently undertaking their second year at the college will compete for identical prizes. The judges are Laurence Pearman and Isobel Russell; competitors include Eleanor Tomlinson, Sarah Tate, Tamsin Raymond and Nina Ball. The competitions continue on Tuesday when first year Capel Manor students and first year Apprentices and Trainees make a pair of rein stops to detailed specifications. The judges are Laura Dempsey and Isobel Russell. In addition, throughout all three days, various SMS members will be demonstrating different aspects of saddle making – both astride and side. Founded less than 50 years ago, the SMS then comprised a small number of craftsmen who feared that some skills were either declining or disappearing completely. The revival of skills, the promotion of skill standards in general - plus concern for horse and rider safety and welfare were central to the constitution that was drawn up in 1966 and remain so today. The SMS continues to benefit from the interest, understanding and support of the Worshipful Company of Saddlers, the City of London livery company which retains strong links with the trade of its origins. The institution of the SMS saddle fitting qualification revolutionised the services available in this country. City and Guilds accredited, the assessment remains the only non-commercially linked saddle fitting qualification in the world and there are now SMS qualified saddle fitters in 16 different countries. The Overseas Retailers’ Qualified Saddle Fitters’ Course (ORQSFC) was introduced expressly to promote the advanced principles of saddle fitting to overseas retailers who stock and fit saddles produced by SMS Trade Members.

ZILCO EUROPE Stand THIS manufacturer and C4.1 wholesaler of saddlery and harness for racing, driving, harness racing and endurance/trekking uses innovative synthetic materials. The result is a range that’s highly technical, low maintenance, durable and – importantly – comfortable for the horse. New additions to the Zilco racing range of saddles include coloured patent saddles weighing from 180 to 800 grams. Exercise saddles plus girths, surcingles, bridlework and bits complete the range. Zilco’s driving harness is a highly technical product, so the company offers support to its dealers to assist them with meeting customer requirements for single, pair, tandem and team driving. A growing range of driving accessories includes Driva Gel pads for pressure points and intense bearing surfaces. In harness racing, Zilco offers harness for the trotting and pacing track with a choice of colours, saddle styles, bits and accessories. For the leisure rider, the trekking and endurance bridle range is practical and colourful. New bitless styles include this Flower hackamore and a multi-adjustable bitless attachment. Numnahs, saddle cloths, headcollars, hats, body protectors, bits and stable equipment are all included in Zilco’s 224 page colour catalogue. An online ordering system will soon be available to regular dealers. Zilco has twice weekly deliveries to all parts of Europe. Agents are required for some regions of Europe, Eastern Europe and Scandinavia.




Stand Guide


MEDIA BETA International 2012 114

BRIAN THORNHILL & SON INSURANCE BROKERS Stand ESTABLISHED in the UK for 30 years, this new exhibitor E7.1 launches Equi-Quote.com. This new and refreshing approach is designed to simplify insurance matters for the equestrian trade. “With no call centres, no recorded messages and real, experienced people who are on hand to tackle your insurance needs, we can tailor our insurance packages to suit your business,” says Lucy Thornhill. Visit this stand for a one-stop-shop for commercial, fleet and liability insurance, plus many more services. (Find out more about Brian Thornhill & Son Insurance Brokers in the insurance feature in this month’s ETN).

BRITISH EQUESTRIAN DIRECTORY WEBSITE Stand VISIT www.britishequestriandirectory.com - home of the P1.1 established Trade Suppliers Directory and British Equestrian Directory. Whether your customers are retailers or consumers - these online directories offer a great way to market your business, products and services with a free listing. The website is easy to navigate, accessible 24/7 and allows you to update your company details and product information. With more than 10,000 key contacts from the equestrian, pet products and country clothing sectors only a click away - the www.britishequestriandirectory.com is the ultimate search engine for businesses and consumers. Visit this stand to enter a competition draw and the chance to win online advertising for one year.

EQUESTRIAN TRADE NEWS Stand HAVE you been to P1.1 www.equestriantradenews.com lately? This lively new website tells you everything you need to know about the leading equestrian trade journal – and has breaking news too. Call at this stand to find out how you can get involved with ETN online. This is also the place to sign up for another new innovation – the ETN enewsletter which alerts you to important industry announcements, ETN features deadlines and promotional opportunities. While ETN – now in its 36th year of publication - is embracing the electronic age with great enthusiasm, the monthly, glossy printed edition grows stronger every year. Packed as ever with news about the trade and its people, product features and inspirational business advice, ETN is the only magazine to publish equestrian industry CCJs and AMTRA accredited CPD features for SQPs. ETN is part of the BETA Group, and published by the trade association’s commercial arm, EMC Ltd. It goes free to UK retailers and BETA members, and is available on subscription. Such is ETN’s international acclaim that it’s read in 47 different countries. Call at this stand to find out more. If you’re a retailer, you’re invited to enter ETN’s bumper prize draw. Simply leave your business card and you could be leaving BETA International with £1,000s worth of products courtesy of ETN’s advertisers. ETN is the official media partner of BETA International. FEBRUARY 2012 EQUESTRIAN TRADE NEWS

BRITISH EQUESTRIAN TRADE ASSOCIATION Stand BETA offers a warm G4.1 welcome to all BETA International visitors. Meet the team, find out more about the benefits of becoming a member and hear about the trade association’s wide range of initiatives to support the equestrian trade. Members are invited to collect their limited-edition, enamel BETA lapel badge, specially commissioned to celebrate the Queen’s Diamond Jubilee. BETA will highlight its latest member benefits designed to cut the cost of motoring. A money-saving fuel card scheme delivers competitive diesel prices based on the bulk market – regardless of size or type of fleet. Members can fill up at more than 800 fuel stations nationwide, with no minimum usage and no hidden charges. The trade association has also teamed up with the RAC to claim a 50 per cent discount on its breakdown cover, which, depending on the level chosen, can save as much £94.25. Retailers should visit this stand to discover how to get involved in Take Back the Reins – part of the British Equestrian Federation’s London 2012 Hoof Legacy project, set up to encourage lapsed riders back into the saddle. BETA is involved and wants to tell retailers how they can be, too! A long-standing supporter of Riding for the Disabled, BETA has launched a safety equipment training scheme in partnership with the charity. A programme is currently being devised with RDA instructors. Retailers who would like to work with their local RDA branch should come and find out more. BETA’s eagerly anticipated National Equestrian Survey is out now. A full structural survey, plus separate Feed & Bedding and Clothing, Equipment & Saddlery reports, can be bought or ordered on the stand. Last, but certainly not least, come and ask the team about BETA’s safety courses in hat and body protector fitting. They are open to BETA members and nonmembers, and will take place in locations throughout the UK during 2012. Bring your diary and set a date!


CSY RETAIL SYSTEMS Stand PROVIDERS of EPOS systems to retailers for more than 20 B3.1 years, CSY can tell you more about its integrated e-commerce trading. Whether you have one till in one store or multiple tills in 100 stores, its Vector system provides all the tools you need to manage your retail and online business. Touch screens make it easy for staff to use with minimal training, it can handle all types of products including those without barcodes and customer offers can be created. CSY can also manage account customers, provide customer loyalty schemes and integrate with retailers’ accounts packages. VectorAnywhere was recently launched for retailers to access their system from laptop, tablet, iPad or smartphone.

EQUINE CAREERS Stand www.equine-careers.co.uk is the only website dedicated to D7.4 office and professional vacancies within the equestrian industry. It also incorporates the unique Equine Sales Agents Database. “It’s simple to advertise your staff vacancy with Equine Careers,” says founder Emma Dyer. “We offer a ‘submit your vacancy’ facility via our website, where companies can upload their staff vacancy and get the advert online and visible to potential applicants fast. “We will again have current vacancies on display at the show, so if you have a staff vacancy to advertise then contact us or up-load it now - or visit our stand during the show to discuss your requirements. “We offer a range of services from advert only to vacancy management or full recruitment as used by Dengie & Natural Animal Feeds.” Equine Careers’ Equine Sales Agents Database is the only one of its kind, holding details of agents nationwide who are seeking further products to represent. Equine Careers was an innovation award winner at BETA International in 2010. The company also sponsors the Rep/Agent of the Year, a BETA Business Award.

HORSE & COUNTRY TV Stand HOW TV can help your P9.2 business? Find out here. With TV production being a new experience for many equestrian brands, H&C TV can offer advice on how to get an advertisement made within your budget. H&C TV will also be filming at BETA International for its Rudall’s Round-up show with presenter Jenny Rudall (pictured interviewing Martin Clunes) on the lookout for the stories and innovations that are set to break through in 2012. Horse & Country TV broadcasts 24 hours a day at Channel 280 on Sky. In December, the top rating show was Getting to Greenwich with 36,000 people tuning into the NAF sponsored programme about prospective equestrian Olympians. Last year, H&C TV won Best Specialist Channel at the Broadcast Digital awards. The channel also joined the Equestrian Sports Network (ESN), partnering with fellow specialist equestrian channels Equidia in France and Class Horse in Italy. www.equestriantradenews.com



Stand Guide



Getting social in 2012 Ashley Rossiter of MirrorMePR muses on equestrian media trends for 2012…


veryone’s recognising the power of social media. Far from being simply a social tool to keep in touch with friends, businesses are increasingly using it to engage with consumers, as well as tracking and identifying trends. Multi-million pound corporations are employing ‘command centers’ to undertake ‘social listening’, enabling them to pick up on trends/shifts in consumer interest and react accordingly. It’s a trend with the potential to reshape existing and future products

entering the marketplace. Indeed, many of the equestrian publications are inviting feedback on features, asking readers for their advice/thoughts and engaging much more with their readers via networking forums, Twitter and Facebook than ever before; this will continue to grow. Multi-media is becoming the norm too. National and regional press are offering ‘add-ons’ to their advertising packages, such as a presence on their website or inclusion on their Facebook page, while many will tweet about their competitions and give-


aways. It can add up to an attractive deal for brands looking for more for their spend. The current economic climate has made the media up its game. Publisher Redpin, now with seven regional titles, also has a Redpin Youtube Channel offering another portal for readers to access information. Another regional Equestrian Life has branched out with the addition of two further titles covering the north and south west regions. Alongside, it’s redeveloped its website to support the print publications and added content exclusive to the web. Horseanswerstoday.com and regional equestrian website Eastmidlandsrider.com are relatively new websites both offering good editorial content. It will be interesting to see if there’s growth in this type of ‘stand alone’ equestrian website, without the support of a sister print publication. I believe that print publications will remain strong. There are still many who love the physical aspect of holding a magazine in their hands an allure that won’t fade. Content wise, the demand for ‘education and entertainment’ will continue with publications considered a valuable source of knowledge and information, as well as offering celebrity news. With the continued popularity of smart phones, which enable consumers the luxury of watching TV on the move, ‘social TV’ will become increasingly popular. Social TV allows the creation of content that lets the viewer

Ashley Rossiter: social media will grow, but print media will remain strong too.

connect/share/experience and become part of the programme. The most basic form of this are the Twitter hashtags, which we are seeing increasingly being flashed up on our TV screens, giving the opportunity for more indepth interaction. The media is already starting to recognize this trend with print publications incorporating video into their websites and offering viewers the opportunity to comment/Facebook ‘like’ or tweet about content. Horse & Country TV must have an exciting future ahead based on this shift in phone usage. During the Olympics, twitter feeds from favourite publications will be in demand from those wanting instant updates, as well as ‘following’ riders competing at the Games. Horse&Hound was quick to recognise that despite being a weekly publication, readers want immediate news stories. The H&H website, email subscription service and twitter feeds do a fantastic job at servicing this need. Yes, 2012 is looking good for the equestrian media – be it via TV, mobile phone, computer or paper!


Stand LONDON’S new HorseWorldLive event is launched with D8.2 show director Karena Cooper inviting visitors to this stand to find out more. A three-day extravaganza of equine demonstrations, entertainment and shopping, the show takes place at premier exhibition centre and Olympic venue ExCel London. At the HorseWorldLive stand you can pick up an Exhibition Pack, see the show layout, meet the organisers, find out how to get involved and book your stand in the Retail Village. You can also learn here how your products, services and brands can be highlighted across different aspects of the show, from the ‘How To’ theatre and ‘World Arena’ to the ‘Saddle Up’ Fashion Show, HorseWorldLive Catwalk, Display Zones and the Retail Village. HorseWorldLive is supported by The Sunday Telegraph and run by the organisers of the Ideal Home Show, the National Wedding Show, the Ski and Snowboard Show and The Outdoors Show.

Stand THE magazine for anyone involved in showing and E2.6 breeding horses and ponies exhibits for the sixth consecutive year. The title was acquired by Robin Aldwood Publications in 2006. Says editor Sandy Wooderson: “We never wanted Showing World to be just another magazine but to become the industry standard for showing. We also set out to make sure that we serve our advertisers by offering a quality and guaranteed readership, and our readers by making sure content is informative and relevant.” Showing World is mailed free to members of the National Pony Society, British Show Pony Society, British Show Horse Association, Coloured Horse and Pony Society, Ponies (UK) and Veteran Horse Showing, so reaches top professionals through to home producers and breeders.

IPC Media





BETA International 2012

Stand THIS publisher – well J4.3 known for its lively regional titles – has just won two new contracts. Redpin is now producing the British Breeder magazine on behalf of the British Equestrian Federation (BEF) plus The Welsh Pony and Cob Society News for WPCS members. Both February editions – the first under Redpin’s flag – will be available on this stand. The British Breeder magazine has been given a makeover and fresh design. Jan Rogers and Cat Wood of the BEF edit the magazine while Redpin handles design, print, advertising sales and subscriptions. The Welsh Pony and Cob Society News is a revival of the society’s magazine which was last produced 10 years ago. The new version is directly mailed to the WPCS’s 8,000 members. Redpin acquired Native Pony Magazine last year and continues to expand its stable of free regional titles with the arrival of Scottish Rider last autumn.

Stand Each year, BETA International supports a good cause D9.2 – 2012 being the turn of the Fortune Centre of Riding Therapy (FCRT), a registered charity (No.1045352), founded in 1976 and based in the New Forest, Hampshire. The FCRT helps young people who have disabilities, often invisible to others but which prevent them from living independently and from enjoying friendship. The work of FCRT is based in the motivation that people have from being on, with or around horses. Young people who have failed to succeed at school learn to communicate, cooperate and concentrate around the horses. Their desire to learn about horses is used to transfer learning and skill into life skills. Through horses, what people want to know is turned into what they need to know. Filling a haynet becomes the ability to put rubbish into a bin liner, an understanding of weights, measures and healthy eating. Cleaning the tack room floor makes a person able to clean a kitchen floor. If you can sort clean and dirty straw, you can sort clean and dirty laundry. If one gives clear instructions to a horse, one can see evidence of the need to make decisions and understand more about consequences. Learning to groom a horse provides routine and parallels to enable improved self-care. The stable routine teaches an awareness of time. Young children with complex disabilities also benefit through the FCRT by the impact of the movement of the horse on their body and achieve, through the power of the horse’s movement, greater mobility for themselves. FCRT works in the local and wider community, sharing information and resources to develop understanding of the Chosen role of the horse in education and therapy. Charity Find at more at this information stand.




Stand FOR more than 125 K8.1 years, Horse&Hound has been Britain’s equestrian ‘bible’. For professional riders, competitive amateurs and anyone who works in the equestrian industry, H&H is the weekly mustread for news, reports, opinions and expert analysis. If it’s important, it will be in H&H. Horseandhound.co.uk is the place online for equestrian enthusiasts. With breaking news and up-to-the-minute coverage from major events, whether to buy a horse, discuss training on the forum or catch up on the latest news, users are actively engaged with the brand. H&H will be bringing its readers full Olympic coverage. A microsite will feature daily reports, blogs and photos throughout the Games, plus a daily video news review. A commemorative London Olympics preview issue will be on sale on Thursday, 19 July. See here also Horse magazine for the serious leisure rider and Eventing magazine for the horse trials enthusiast




Stand Guide



China: an emerging equestrian o British Equestrian Trade Association (BETA) executive director Claire Williams talks to ETN about her fact-finding trip to south-west China.

Claire Williams with Bill Donnelly, who was responsible for inviting the international business community to the event in Chengdu.

“Networking and contacts are everything when developing business in China – Lesson No 1,” said BETA executive director Claire Williams on her return from the Jinma International Equestrian Festival and International Equestrian Forum, in Chengdu, capital of the Sichuan province, in south-west China. “Meeting people face-to-face and building relationships are paramount,” she continued. “China offers a tremendous opportunity for UK companies but it is not a short-term market – it’s one that you have to invest time in.” Claire flew to Chengdu to join more than 130 organisations and companies from around the world, including the Asian Equestrian Federation and French National Horse Industry Alliance, to see the wide range of planned luxury sports facilities. “There has been a huge property boom in China, which is now starting to dip,” Claire explained. “Instead, they are investing in dual-purpose developments – six new Sports Cities are being created and Chengdu is one of them. “I saw a golf development built six years ago in the centre of Chengdu where a golf course of international standards had been built with surrounding luxury housing and other sporting facilities. A similar initiative is planned for the equestrian sector over the next two to six years.” China enjoys a long relationship with the horse. Nevertheless, although the emperors and their vast armies rode on horseback, regular members of the Chinese population had little to do with them because horses on 118

A traditional lantern festival lit up the night sky to entertain Western visitors and locals alike.

farms were rare or even forbidden. “In a rapidly growing economy, there is a desire among the middle and upper-middle classes to invest in the ‘successful trappings’ of the Western world,” said Claire. “Horses are a symbol of power and prosperity in China, and the people want to engage in equestrian sport. I saw that some families were sending their children for riding lessons, as they perceived it to be something fitting for a wealthy person to do.” Although China appears to appreciate the horse’s aspirational qualities, it has very little equestrian knowledge or expertise on how to keep, feed and train horses, and there is little of the required equipment available locally. “There appears to be no local production of horse feed as we know it,” said Claire. “The typical diet was a mixture of poor, dusty hay from inner Mongolia, which is combined with crushed maize and salt at midday and compressed pellets in the evening.” Claire was taken on a tour of the equestrian centres in Chengdu as part of her visit. “After the conference and official opening of the festival, I spent a day with a driver and interpreter, who took me to see the horses and the equipment that they use,” she explained. “They ranged from small, private yards to one that was an international pentathlon centre with separate areas for each sport, including an equestrian centre that could stable up to 200 horses.” An interpreter is vital for any visitor to China because hardly anyone speaks English, especially outside the more cosmopolitan areas of Beijing and Shanghai. Many Chinese


hold down multiple roles, with some of equestrian sports’ key players also holding positions within the communist government. “It was most entertaining to see them handing out their different business cards for their many jobs,” recalled Claire. Everything in China appears to be linked to the politics of the ruling communist party. Betting was banned in the 1970s and, although the attitude of the current party leadership is softening, an imminent change of leadership is expected to bring about a Uturn. “Sport plays an important role in government policy because it is regarded as a vital contributor to GDP and a way of securing economic growth and employment for what is becoming a rapidly displaced rural population,” said Claire. “If Dishes such as these legalised betting that duck heads proved an maintained the integrity interesting challenge to diners. of racing could be

Lack of knowledge and equipment are evident from the precarious way in which horses are transported in open-sided trucks.



Facilities at the equestrian centres around Chengdu are basic by Western standards.

International visitors were invited to the Jinma International Equestrian Festival.

established, along with equestrian activities in general, it would experience a huge boost.” Claire believes that China is ripe with opportunity for UK companies with the right products wishing to extend their export markets. “The population in China is enormous and, if only 1 per cent were interested in equestrianism, you would still have an extremely large market,” she said. “Companies do need to start looking now; otherwise it could be too late. Horses are already being shipped in from Holland and Australia. Some European product is entering the country by a limited number of local importers or taken in by trainers from the West. The Chinese like the British expertise, products and the British people, and there is a large market for our knowledge and specialised equipment. “Expertise and products that support the growing equestrian infrastructure are probably


Claire was taken on a tour of the city’s range of equestrian establishments.

among the first tier requirements of the market in China. However, with a desire for Western brands and luxury goods, you really should not rule out anything. “A good grounding in Chinese culture and business practice is very important, so we will be arranging an introductory session for companies attending the BETA-led trade mission to China in October. “Something as simple as handing out a business card can cause offence if it is not done correctly. In China, you should always be seen to read it fully before putting it away. “You also need to know the correct etiquette when invited to social occasions. We went to some incredible banquets where dishes including bullfrogs, turtles and duck and rabbit heads were served. Although the dishes were somewhat challenging to the Western visitor, we had to be extremely courteous.”

CHENGDU FACTFILE • One of the fastest-growing cities in the world. • Population nearly 15 million. • Panda capital of the world. • Political, economic and cultural capital of south-west China. • Covers 12,390 sq km and founded more than 4,500 years ago. • Starting point of the ancient southern Silk Route. • A second-tier city, but the rate of growth has seen three ringroads added in the past five years. • The Chinese government encouraged a move to the west to counter over-crowding in the east. • Transport and communication hub of south-west China. • The region’s business, financial and technological centre. • Important base for hi-tech and service industries. • Heavy industries such as steel were moved out about ten years ago. • GDP was £555 billion in 2010. • Largest aviation hub nationwide.




My transatlantic buying trip When visiting BETA International involves travelling halfway around the world, it pays to take it seriously, says American John Nunn.


t doesn’t matter whether you’re going to BETA International, the AETA [American trade] show or the local hardware store, you have to look at the big picture and have a plan before you shop. What weaknesses are you trying to eradicate in your store? What don’t you need at any price because you have enough? Are you there to shop for the current season or trying to find things that will work for the following season? No blueprint, no house. No buying plan, no buy. That’s my motto. If I don’t need another show shirt line, I don’t buy show shirts, no matter how much I like them. For me, BETA International is much different from AETA. With BETA International, I know I’m only going to get one chance to look at the products, so I have to make it good. With AETA, if I need to see something once again, my sales rep can usually stop by to re-show me or the company will just send one over for another look-see. Discounts are nice and sometimes want to throw you off you game plan. Just remember the store that went out of business last week that was full of

It’s great to see everyone, but I can talk and work at the same time inventory; that reminder alone might just slow you down, it does me! I have everything we sell on our website, so weeks before a trade show I start looking at each category and see what weaknesses I truly believe we could


improve upon. If we have only a few items in the ‘Trailer Supplies’ section, for example, I’ve identified a weakness and look at what products I’m missing from that category. I also search very carefully the section on our website called ‘Brands We Carry’. I go through each brand to see what I carry from that vendor and make an evaluation as to whether I want to carry more or less from that supplier. Then I try to identify the vendors that I know do a really good job in the way of fulfilment, make few or no shipping errors and have been good suppliers over the years. These are not the people I like - but the suppliers that perform. The people I like might not be even in the same ball park when it comes to delivery, and I never allow my personal feelings to get in the way of business. I take my buying trips seriously, and don’t have much time for gabbing. It’s great to see everyone, but I can talk and work at the same time. I’m starting to take pictures of products with my smart phone for future reference (only with permission of the stand owner of course) even though I know that it’s sometimes against the rules. It allows me to remember what I saw. I also use a voice recorder on my smart phone to reference the various attributes of a product. It’s quick, easy and allows seeing more in a short time. Going back to that trip to the local hardware store, I’m always looking to see how goods are displayed. I do the same at the trade shows. I’m always thinking either ‘I like how they displayed that’ or ‘how do they expect to sell that product displayed like that?’ I feel robbed if I don’t take something away from a show in the way of display. I don’t use the seminars. Should I? I’m sure I should but I just don’t feel that ambitious. It’s funny because I’m ambitious about everything else in life. Maybe it’s because I’ve been doing this for


I use a voice recorder to reference attributes of products 20 years and I think I know it all? Nah, I didn’t go when I was first starting out... I like BETA International; I’m not sure why. I always feel that around every corner I’m going find that company with that next great product that the US doesn’t have so I can take it back with me and launch something brand new. Last year it was Equi-Ping - great idea, great people and I went home feeling like I did what I came over there for. I look forward to turning that corner again this year to find that next best thing. See you all soon!

About the author JOHN NUNN is the owner of Bit of Britain Saddlery located in Oxford, Pennsylvania. Bit of Britain specialises in the discipline of eventing but branches out to include dressage and show jumping. Within 20 years, John has grown his business from a delivery lorry at the racetrack into one of the largest retailers in the US today. Over 6,000 sq ft of store front, three mail order catalogues a year, a mobile unit that attends over 30 shows per year and five websites reach out to every type of equestrian consumer. John is also a horseman who loves to ride and compete when time permits.


Equestrian Trade News

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

February 2012 Volume 36, No 2 Monthly

Your BETA International 2012 preview EQUESTRIAN TRADE NEWS FEBRUARY 2012

Floorplan & exhibitor list See War Horse, new products, meet Olympic riders

2012 19-21 February 2012 NEC, Birmingham, UK

S U L Pming latest CPD

ETN is the official media partner of BETA International

Wor credited de A ac AMTR eature insi f

Profile for ETN (Equestrian Trade News)

ETN - Equestrian Trade News - February 2012  

ETN is the official publication for BETA International trade fair. February is BETA International preview issue showcasing exhibitors, the...

ETN - Equestrian Trade News - February 2012  

ETN is the official publication for BETA International trade fair. February is BETA International preview issue showcasing exhibitors, the...

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