Page 1

Equestrian Trade News

February 2014 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

Volume 38, No 2 Monthly

Official BETA International 2014 preview • What’s new • What to see • What’s on • Plus show floorplan and exhibitor list


ited d e r c c a TRA M A h t i W ure t a e f D P SQP C

NEC, Birmingham, UK 16-18 February 2014

Main Sponsor

ETN is the official media partner of BETA International

S T C U D O R P OF 1) at ter

1. en H P RT standonal toaw O W TN ( nati e dr 0 1£ ,00 VisiTt AE Inteorur priz WIN BE

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


Comment NEW is the BETA International buzz word. Retailers want to see new products; exhibitors want to make new contacts; everyone wants to know what’s new on the gossip front. On that basis, BETA International 2014 is shaping up to be a winner. There are the most new exhibitors – more than 100 – since 2008, lots of new people in new jobs [see People in this issue] and stacks of new products being launched [see ETN’s exclusive preview starting on page 84]. You know what they say: If you always do what you always did, you always get what you always got... On the other hand, if you want a new start to 2014, new ideas, new products and new contacts... then I’ll see you at the NEC, Birmingham on 16 – 18 February for BETA International 2014.


NEWS.........................................................................6 BETTER RETAILING How to deal with customers from hell .................16 PRODUCT NEWS Latest launches unveiled.......................................19 PEOPLE Newcomers and leavers ........................................26 INSURANCE FEATURE Are you getting good value for money?................28 SPONSORS & SHOWS .............................................31

HE’S still in hospital as I write, but let’s hope history records that Michael Schumacher’s ski helmet saved him. The ex Formula 1 driver’s off-piste crash has re-awakened the importance of helmets in sport as no other world famous figure could have done. Another high profile case was that of double Olympic rowing gold medallist James Cracknell. He suffered a serious head injury in 2010 after being hit by a truck during a trans-America cycle ride. His comment on the Schumacher accident was poignant: “What’s the downside of wearing [a helmet] apart from slightly messy hair? If you think it’s an invasion of your privacy, imagine having someone else wipe your arse for the rest of your life. That or not even surviving...” In the equestrian world, the European brands are doing a great job of stealing a march on the upmarket clothing sector. But I feel sick to the stomach when I see adverts and catalogues evocative of a glorious, glamorous lifestyle - yet featuring hatless riders. COULD 2014 be the year that consumers finally get to grips with issues the trade has known about for some time? Sadly, it took a Burghley winner’s failed dope test to shock a big proportion of the competitive horse world into realising that it could happen to them. If only consumers knew just how much hard work the BETA Feed Committee has put into the NOPS [naturally occurring prohibited substances] scheme - and how well respected its experts are within racing and international horse sport circles. With a new BETA guide just out, putting guidance about avoiding feed contamination into everyday language, our trade association can feel very proud of its work.

Liz Benwell

RETAILER PROFILE Redpost Equestrian................................................32 WORMER FOCUS.....................................................34 AMTRA ACCREDITED CPD FEATURE COVER STORY With quiz for SQPs to earn CPD points .................40 HORSES IN HISTORY Enjoy a remarkable equine story..........................43 BETA MEMBERS’ PAGE ..........................................44 MY HORSE WORLD With Sue Carson .....................................................46 COUNTY COURT JUDGMENTS................................48 BETA INTERNATIONAL PREVIEW FRONT COVER: ETN’s striking front cover image is by Ben Williams. It depicts The Kelpies, centrepiece of the £43 million Helix regeneration project in Falkirk, Scotland, which will be open to the public this summer. For more information, visit



BETA INTERNATIONAL 2014 PREVIEW: your complete guide to the world famous equestrian trade exhibition.

Riders recruited to beat rural crime Battles supplies hi-viz for Mounted Police Volunteers POLICE in Rutland are recruiting Mounted Police Community Volunteers to help fight rural crime. The volunteers hack their horses as normal while acting as eyes and ears of the police. Each volunteer is equipped with a high visibility jacket, supplied to the police by Lincoln based manufacturer and wholesaler Battles. Inspector Lou Cordiner, Local Policing Unit Commander for Rutland, created the scheme. As a regular rider of her own horse, Murphy, she appreciates riders’ unique vantage point while out exercising. “Rural crime is always an ongoing priority and horse riders are able to access many areas that vehicles cannot,” she explained. “They also ride across the same land regularly and are very likely to notice if anything seems out of place or unusual. “The volunteers will not have any additional powers other than those available to a normal member of the public, but they have become involved because they want to make their communities safer and to help tackle rural crime. Battles were approached to supply the high visibility jackets which are embroidered with the official police crest. “We were delighted to supply our HyVIZ brand to the Police Mounted Community Volunteers,” said Battles’ marketing manager Anna Clarke. “Safety is so important and this is a great scheme to promote safety on our roads.” The launch of the project in Rutland just before Christmas attracted coverage on BBC TV’s East Midlands Today, local radio stations and in the regional press. A video can be viewed at Pictured are Police Mounted Volunteers Peter Chojnacki, Dot Munton, Anna Munton and Jane Foster and their horses at the launch near Rutland Water.


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

Subscriptions Distributed on a controlledcirculation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (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: Web: ISSN 1462-9526


A J Haulage ...................................................12 Abbey England ..............................................99 The Academy Of Master Saddlers....................18 Agrihealth (NI) Ltd........................................105 Airowear .......................................................89 Allen & Page..................................................31 The Animal Health Company ..........................81 Animalife.........................................3, 4, 5 & 42 Ardall ..........................................................123 Battles ...........................................................85 Bauer Media ................................................127 Beris UK.......................................................107 BETA International ...............................73 & 125 Buffera Ltd...................................................110 Carr & Day & Martin.......................................11 Carrots UK Ltd..............................................102 Chatham Country.........................................101 Citrus Lime...................................................106 Classic Showjumps.......................................110 Classified .......................................................47 Danetre Health Products...............................123 Earlswood .....................................................33 EKKIA....................................................67 & 68 Equestrian Creative Network...........................18 Equestrian Supplies Ltd ..................................43 Equetech .......................................................23 Equilibrium Products ......................................95 Faulks & Cox Ltd ............................................77 Finest Brands International .......................9 & 57 Fynalite .......................................................106 Gain Horse Feeds .........................................119 Golly Galoshes...............................................10 Gray’s of Shenstone Ltd................................117 GWF Nutrition..................................................7 Horse & Country TV........................................63 Horse First ...................................................103 Horseshape .................................................121 Horze ..........................................................115 Hucklesby Associates .......................................8

HV Polo .........................................................75 B Jenkinson ...................................................25 Joules............................................................17 Leverton ........................................................24 Lillidale Ltd ..................................................111 Magic Brush ..................................................98 Mars Horsecare..............................................45 Matchmakers International...........................OBC Merial Animal Health Ltd................................35 MSY Debt Recovery ...............................12 & 48 Norbrook .......................................................39 Omega Alpha ................................................53 Charles Owen........................................13 & 79 Alan Paine ...................................................113 Regatta .........................................................71 L S Sales (Farnam Ltd).....................................91 Schockemöhle Sports GmbH ...........................19 Science Supplements......................................21 Sherwood Forest ...........................................IFC Smart Grooming.............................................20 Shearwater Insurance Services Ltd ..................30 Snowhill Trade Saddlery ................................IBC South Essex Insurance Brokers ........................29 Tagg Equestrian ...........................................117 TopSpec.........................................................55 Trade Suppliers Directory ..............................108 Trilanco .................................................14 & 15 Verdo Horse Bedding ...................................121 Vetericyn Animal Health .................................97 Virbac............................................................37 Waldhausen GmbH & Co KG ........................109 Web Directory................................................48 Westgate EFI..................................................22 Westgate Labs ...............................................38 Worklite Ltd ...................................................93 .............108 W F Young Inc ...............................................87 Zoetis ............................................................36

Barnsby in arrangement with creditors JABEZ CLIFF and Company Ltd, which trades as Barnsby Saddlery, has entered a Company Voluntary Arrangement (CVA) with its major creditors. As reported in ETN (January issue), the Walsall based company announced seven redundancies earlier in December. In addition, its self-employed saddle fitters were asked to hand back their company vans. The CVA was agreed on 23 December. Mike Lord, chairman, commented: "This has been a testing and frustrating time for the business and we are disappointed to have put our creditors in the position we did. “We do now, however, have a much improved financial position which - together with some cost restructuring measures - will help us to grow the business profitably in 2014 and beyond.” Asked how many pence in the pound Barnsby’s creditors might receive – something that’s normally agreed under a CVA – a spokesman for the company would only confirm that “creditors have agreed to reduce their debts”. ETN understands that 97% of the creditors agreed to the terms of the CVA. Barnsby declined to confirm whether this was 97% of the number of creditors or creditors owed 97% of the debt. The insolvency practitioner handling the CVA is Andy McGill from Smith & Williamson in Birmingham.

The book is back THE Trade Suppliers Directory (TSD) is to reappear in print to complement its online counterpart at The glossy, A4 publication is packed with suppliers’ websites, email addresses, brands and product listings, making it the retailer’s ultimate reference guide. TSD is published in June, goes free to BETA Retail members and can be purchased by others in the trade at £18 (UK), £21.50 (Europe) and £22.50 (rest of world). The printed version of TSD is returning due to popular demand, according to the publisher. The last one was dated 2012/2013. “We listened to requests and agreed that there was a definite case for a dual-format [print and online] directory,” said Claire Thomas, commercial manager of Equestrian Management Consultants, publisher of the TSD and a wholly owned subsidiary of BETA. “The directories contain identical information – the only difference is how it’s accessed.” Advertising and enhanced website packages will be linked across both versions. Inclusion in the online and printed TSD is free and reaches a tradeonly audience. For more details, including advertising information, contact Laura Clegg, telephone +44 (0)1937 582111 or email ● Laura will be attending BETA International next month. Find her on stand P1.1 – and ask about special show offers on advertising in the and Trade Suppliers Directory.

Say it with a discount GERMAN helmet manufacturer uvex is rewarding its 2013 UK trade customers with a 5% discount for the New Year. The offer, announced by UK distributor Zebra Products last month, lasts until the end of July. The discount – “a thank you to retailers for their custom last year,” said a spokesman – will run in conjuction with any other offers.

Matchmakers International acquired by investors MATCHMAKERS International Ltd has been bought for an undisclosed sum by International Riding Company Ltd (IRCL). IRCL is a new company formed to invest in the West Yorkshire based business which owns the Caldene, Masta, Harry Hall, Cottage Craft and Tottie brands. Oliver Hoare and Edward Wakefield, co-chairmen of IRCL, are now also co-chairmen of Matchmakers International. "Matchmakers has some classic brands and employs great people. Our investment will help the company to build on both, to improve its product range and to focus more fully on its customers and partners,” they said in a statement. Neville Lawrence becomes president of the company. “We are delighted to have attracted this new investment into our business,” he said. “Our brands have over 250 years of history between them. This deal will help us improve product, brand and customer service and to take the business forward with renewed confidence.” Matchmakers International is due to exhibit at BETA International next month.

New team Richard Lawrence, former sales and marketing director of Matchmakers International, left his job last month (January). A new management team has been appointed. See details on ETN’s People page in this issue – and meet the new commercial director Liz Hopper in ETN’s BETA International preview.

BETA helps riders avoid dope test failures

BETA has produced a free booklet The BETA Guide to Avoiding Prohibited Substances to help riders steer clear of positive tests for banned substances in equestrian sport. “Many riders are unclear what a prohibited substance is and are surprised to hear that they can be found in everyday food and drink such as chocolate, coffee and tea,” said BETA executive director Claire Williams. As well as the booklet, BETA has created a poster (pictured) for use in stable yards and feed rooms. “By taking a few careful measures – many of which are just plain common sense – the risks of exposing a horse to the substances in question could be significantly reduced,” she added. The BETA guide names naturally occurring prohibited substances (NOPS), contamination during manufacture and failure to comply with medication withdrawal periods as the culprits. There’s also a comprehensive checklist of care for stable, feed and medication management. The booklet and poster will be available from BETA’s stand at BETA International 2014. Or contact Tina Hustler in the BETA office, tel 01937 587062 or email

Supplements company’s adverts were misleading WINSTONS Supply Company t/a Nupafeed UK has been reprimanded by the Advertising Standard Authority (ASA) over “misleading” advertisements. One of two adverts, which appeared in Horse&Hound last summer, claimed that MAH Calmer was “a proven supplement” and that it was “supported by trial data.” In another advert, the company said that its product Nupafeed Staying Power was “beneficial for laminitis and EMS [equine metabolic syndrome].” Both claims, said the ASA, had not been adequately substantiated and backed by sufficiently robust research, so were misleading. The ASA, which called on the services of an independent expert to investigate this case, also noted the trial to which Nupafeed referred “was not peer-reviewed”. In the report of its findings, the ASA also made the point that the oral bioavailability of MAH in comparison with other preparations (in the context of equine supplements) had not been fully established.


Joules unwraps strong Christmas trading figures JOULES is crediting “holding a firm line on discounting” for its strong Christmas trading figures. Total sales of Joules over Christmas were up by 24.5% compared with the previous year, the company announced yesterday. Total retail like-for-like sales during the same period (nine weeks to 5 January) grew by 16.2%, the British lifestyle brand has reported. Margins grew significantly in this period too, prompted by a strong ‘gifting’ product offer from country clothing to accessories, toiletries and homewares. Joules also cites reduced promotional activity and the delayed start of the end of season sale

as factors in its seasonal success. “We believe that we have the strength in our brand to enable us to hold a firm line on discounting which has helped our margin and that of our wholesale partners,” said Tom Joule, Joules’ chief executive officer. “Our wholesale partners are key to our business and this is demonstrated by the growing numbers of stockists confirming that our approach and product are very relevant to their own customers as well as ours.” Last year, Joules announced £22m investment from Lloyds Development Capital. Its gross turnover for the past 12 months was more than £100 million.

Saddler joins forum speakers SADDLER Mark Fisher is among a line-up of eminent speakers at the 2014 National Equine Forum in London on 6 March. Also addressing the annual event will be The Rt Hon Owen Paterson MP, Secretary of State for Environment, Food and Rural Affairs. Representatives from sporting bodies in Germany and Switzerland will discuss challenges faced in horse sport. The chief executives of charities World Horse Welfare and Redwings, together with the proprietor of the UK’s largest abattoir, will debate welfare and the horse meat industry. Legislation, the racing industry and equine passports are on the agenda too. While there’s more on saddlery and rider balance from Animal Health Trust vet Line Grieve who’s researching saddle slip. The British Equestrian Trade Association (BETA) is represented on the forum’s organising committee. Its president is HRH The Princess Royal. Tickets are available to equestrian trade delegates and equestrian professionals at £100 per person including lunch and refreshments. For details, contact the hon secretary Tracy Allen, email

Survey reveals best delivery firms A POLL of more than 9,000 recipients of parcels has revealed the best – and worst – carriers. The poll, on Martin Lewis' MoneySavingExpert website, asked consumers to rate UK parcel delivery companies based on their own experiences with each firm over the past year. DPD was the winner with 69% of voters rating its service as good. Next came UPS (58% said they were good), Parcelforce (54%), DHL (50%), City Link (34%), TNT (33%), UK Mail (30%) and Yodel (22%). Full results can be found at http://www.moneysavingexpert. com/poll/02-01-2014/best-andworst-parcel-delivery-firms

Firm scores VAT victory A VICTORY over the taxman has enabled Buffera to remove VAT from its junior and child labelled headwear products. Baby Buffs are already exempt from VAT. The new zero rate means a £2.50 cut in the price to the consumer for the junior sized Original Buffs. Buffera says it had been lobbying the tax authorities on the issue for several years. “We’re delighted with the outcome,” said company secretary Mark Sarah. “Based on other products’ precedents where the designs featured clearly target the under


12s, we’ve won our case. “The removal of VAT on the whole of the [Buff] Kids Collection will mean more sales and make more of our products accessible to more consumers.” The change in price was effective from 1 January. Buffera says it has “reluctantly” made increases to its general price list. The move comes after five years without change, during which time it has absorbed the VAT increase and fluctuations in the exchange rate.

Sports Direct makes equestrian inroads THE UK’s largest sports retailer has been promoting equestrian clothing and equipment. “Horse riding is often seen as a sport for those with a little more disposable income,” said a press release issued by the international chain last month. “But thanks to’s new range of stylish equestrian ladies’ clothing, it’s easy to make the sport a little more affordable.” Sports Direct’s 470plus UK stores and website are branded Asked about future plans for stocking equestrian items, a spokeswoman said: “There are indeed plans to expand the equestrian range, and this will hopefully be happening within the next six months. “The expansion will first happen online, and will then be rolled out in to stores. Currently the equestrian range is only available in larger stores, but the expansion will see the availability increase.”

Robinsons Robinsons Country Leisure, the UK’s biggest equestrian retailer, sold a strategic equity stake to Sports Direct for an undisclosed amount last autumn. At the time, Sports Direct said the investment would help it gain a foothold in another specialist leisure market. The clothing and equipment range at is described as pretty and practical. It covers jackets, gilets, grooming kit, headcollars, bridles and lunging gear. The HW gilet, pictured, with faux fur hood retails at £18; while a showerproof blouson jacket is £27.99. Other items on sale at are a Requisite Glitz Headcollar at £9.99 and Requisite Flash Bridle at £37.99 The Requisite trademark is owned by Robinsons Country Leisure.

Aachen loses top league show jumping AACHEN, one of the world’s most famous shows, has lost its place in the top level international team show jumping series. In a shock announcement from the FEI, the German venue is missing from the 2014 Furusiyya FEI Nations Cup Jumping calendar of Europe division one CSIO5* fixtures. “We were informed by the German National Federation that Aachen was unable to meet the commercial requirements,” said FEI jumping committee chairman John Madden. Lummen in Belgium has moved into division one to take Aachen’s place. Hickstead’s CSIO5* nations cup round will be held during its meeting on 31 July – 3 August.


Where’s the saddle fitting science? Dear ETN

ghbreds (ETN, December issue). I feel strongly about Saddle Fitting Science for Thorou ce began with the word ghbreds are croup high" being one. [The complete senten hed. There are too many sweeping statements, "all Thorou publis papers any been not ch completed, there have ‘stereotypically’: editor] If there has been scientific resear width of the tree, length of the point, that panel support is the key to a very good fit. The In the SMS Qualified Saddle Fitters Course, we teach fit. are all key factors to a good front gusset support, panel design and rear gusset taught to take templates from s will fold out or collapse over time. Saddle fitters are Depth of gussets needs to be correct; over-deep gusset T6 to T18. . have never fitted a Thoroughbred without a rear gusset I have 30 years of experience in saddle fitting and I design, the width of the trees are ghbreds to be narrow, but with more saddle and panel manufacturer to design the saddle In the past, saddle fitters have always classed Thorou the s point for support behind the shoulder. This enable made slightly wider with an open head and a longer gusset and panel accordingly. Yours etc e Fitter, Ian Hastilow, Master Saddler and Qualified Saddl inator Society of Master Saddlers (SMS) Course Coord

ETN welcomes letters to the editor. Please write to: The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email 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.

Customers from Hell Thanks to their ‘rights’, some consumers believe they can ride roughshod over their friendly retailer – but can they? ETN asks the retail experts at BETA about dealing with difficult customers.

Q: A lady came into the shop this morning brandishing a recent receipt from us and furious that she had found a piece of wood in a bag of chaff. She claimed one of her horses had nearly eaten it and could have choked. I said I would contact the manufacturer, but she demanded a replacement bag of another brand on the spot. I gave her one, as she is a regular customer, but did I need to? A. In this instance, goodwill would certainly dictate that you did the right thing. It is your responsibility as a retailer to sort this out because your customer has a contract with you, not the manufacturer. 16 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

You should now take this issue up with your feed supplier. Some general rules of thumb, however, when dealing with feedrelated complaints include: ● Check the ‘best before’ dates because some people can forget how long they have had a bag of feed and try to return it for an exchange. ●Try to check that the product is definitely what the customer thinks it is. Some people have been known to tip it into a bin only to get feeds mixed up. ●In the event of a foreign object query, consider who has access to a feed room. Children love to hide things in feed when playing on the yard and sometimes there has to be an alternative explanation when

unlikely objects have supposedly found their way into products. ● If customers repeatedly come back with mouldy feed or products that have gone off, check how they are storing them. We have heard of people storing them in greenhouses and conservatories, which can get really hot even in winter on a bright day. ● It’s a big help to manufacturers if you can supply a batch number and ‘best before’ dates because it can help the feed company to trace the product back to help find out what went wrong. Q: A man who I’ve never seen before came into the shop today with a turnout rug in its original bag. He marched up to the counter and said we “must change it because it doesn’t fit”. Apparently his wife had sent him but had forgotten to give him the receipt. On examination, the rug had clearly been used, although it wasn’t particularly dirty or damaged. Can I send him packing if he doesn’t have a receipt? A. By law, a customer needs to provide a receipt for proof of purchase and this customer has no right to return the rug for a replacement because it is not faulty. Many retailers, however, will waiver this right if they know the customer. There may be a chance for some recompense for the customer if you helped her to select the rug and assured her that it was the correct size for her horse. But, if she selected the rug herself, this would be quite another matter and you should not have to take responsibility for her error. Many retailers allow regular customers to take the rugs home to try them for size before they buy. If this is your policy, encourage customers to place a thin show sheet on their horse before trying the rug. This will keep it clean and new-looking in case it needs to be returned. Better still, suggest customers check the BETA Rug Guide, which provides handy instructions on how to measure and fit a rug. Q: We have just put up some notices inviting customers to try on clothing in our new changing room, a policy that backfired this morning. A lady asked about jodhpurs and, when my assistant

suggested a size 18, she said no, she wanted to try a size 16. Anyway, she disappeared with said jodhpurs into the changing room, only to emerge and say she didn’t like them. As my assistant was putting them back them on the rail, she noticed that the zip was broken. Should we have taken issue with the customer? A. We checked this one out with James Teagle, of Blacks Solicitors – provider of discounted legal services to BETA members – and he gave us the following advice: “The question to be considered is this: Did the zip break because the customer should have realised that she had the wrong size jodhpurs, or because it was defective? “Consumer law protects customers if they’ve recently bought an item of clothing from you that turns out to be defective. In such circumstances, they would ordinarily be entitled to elect for a refund or replacement of the item. However, if they’ve broken it through carelessness or recklessness, you are not obliged to offer either remedy. “If it follows that you or your assistant were convinced that the zip had been broken in the changing room because of the customer’s unreasonable enthusiasm to try on a size too small for her, you would be entitled to ask the customer to pay for damaging the jodhpurs. “However, given the commerciality of challenging a customer over a claim of this value and, as I consider that you’d need to be able to demonstrate that the failure was due to her conduct (rather than a defect in the product), you might think twice before pursuing the customer for the cost of the jodhpurs.” Q: Since we sell some dog foods, coats and beds, we are quite relaxed about customers bringing their dogs into the shop. Most are well-behaved and it’s a pleasure to see them. However, one customer’s Jack Russell terrier always sniffs about then pees up the nearest display. I don’t want to upset the owner of this offensive little dog – although I have started pointedly clearing up after him while she is still in the shop, which she ignores. I don’t want to ban all dogs, but am I within my rights to ban this one? A. Yes, you are! It’s entirely up to you who you allow to enter your own property. However, by doing so, you might run the risk of losing a valued customer. Perhaps you could put up a sign stating that only well-behaved dogs are welcome or ask the customer to leave the offending dog at the counter to reduce his opportunity to sniff around the store. If none of these options appeals and you don’t want to upset your customer, you might have to grin and bear it. Q. I’ve just sent two members of staff on a BETA safety course. They found it extremely valuable and are now selling relevant items with far more confidence. However, word has clearly got round that we have qualified hat and body protector fitters offering their services for free because we’re getting a constant stream of riders coming in, asking for a fitting, noting down sizes and brands – yet not buying from us. Most of them are younger people and one was even ordering a new hat from an internet retailer on her phone while still in my shop! What can I do? A. Most retailers will empathise with this difficult and delicate situation. To prevent skilled fitters providing an important service for another’s gain, some retailers are now charging a small fee, which is deducted from the price of a safety garment when a purchase is made. Customers who are provided with a fitting – along with advice and information – are issued with a voucher, which they submit when proceeding with a sale. Don’t worry about discouraging any potential customers by introducing this measure. The only people you are likely to offend are those who have no intention of buying. If you are suspicious that a customer is using your fitting service to check out sizing for a later purchase online, remain a little noncommittal about the actual fit and explain that hats vary considerably from model to model. 18 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Need a good value delivery service? AJ HAULAGE specialises in getting goods from A to B, fast and efficiently – and within budget. The national and international logistics company was set up by Alex Hayward, an enterprising business management graduate who decided to set up his own business after university. Alex already had a good insight into the equestrian trade, having worked at the BETA International trade fair for the organising team two years running. “It was a priceless opportunity to meet members of the equestrian industry and appreciate the ways in which different companies operate,” he said. AJ Haulage’s by-words are excellence, value for money and quality. Since hitting the road with his flexible haulage operation, Alex hasn’t looked back. Among the services on offer are pallet delivery, full and part-loads, container haulage and machinery transport. “I’d always wanted to run my own firm and now seemed a good time to start,” says Alex. “My degree has come in really handy with the business side of things, but the rest of my job is down to sheer hard work, developing customer confidence and making sure that my clients’ loads are delivered from A to B in an agreed time and within a given budget.” No two days are ever the same at AJ Haulage. “We can kick off the week with a collection and delivery from a warehouse in Fort William, in Scotland, and end it with a part-delivery of equestrian lotions and potions to a retailer in Devon,” Alex explained. “We also organise regular loads over to France and the US, and the import/export container haulage side of the business is something we are keen to develop. “I feel incredibly proud that I now have a business of my own.” t AJ Haulage logistics services 07776 323440

Winning in the style stakes GET stocked up for the 2014 show season with these stunning new soft cell competition jackets from Tagg Equestrian. Styled for a contemporary look and featuring superb detailing, there are styles for both sexes. The four-way stretch performance fabric allows for a close, fashionable fit without inhibiting the rider’s freedom of movement. Indeed, Tagg has also acknowledged that riders are athletes who work hard when competing by including mesh linings and ensuring the jackets are breathable. Another plus for busy competition riders are that these garments are easy to care for, being machine washable. Other features across the range include embossed titanium buttons, silver zipped front pockets and subtle but distinctive use of underlays to collars, linings and fabric threads. Competition jackets will be available from April. t Tagg Equestrian 01636 636132

Blanket coverage

Stable mat company launches back protectors A DISTRIBUTOR of stable mats is supplying body armour for riders. Davies & Co, the company behind Equimat, has teamed up with Forcefield Body Armour to offer riders’ back protectors and armoured clothing. “Forcefield is not [designed] to replace current BETA approved products, but to reach out to the riders who, under normal circumstances, would not wear any armour at all,” said a spokesman. Forcefield is said to be light, non restrictive, mouldable and breathable. Ladies’ and gents’ specific back protectors are available. The body armour uses a triangular waffle pattern to spread the impact force across a large area surface, says Davies & Co. The technology allows products to be reused as it returns to its original shape after impact. Forcefield products are said to be “high performing” in EN1621 [a motorcycle standard] tests.

LOOKING for an unusual luxury item to stock? How about British made woollen blankets and throws in merino, lambswood and Shetland? The Scarlet & Argent branded items are made in one of Yorkshire’s oldest textile mills. Hainsworth began weaving woollen cloth in 1783. Today, it’s the holder of a Royal Warrant. The mill uses between eight and ten tonnes of wool each week on its traditional looms. The mill’s water supply comes from a natural spring. Managing director Tom Hainsworth is the seventh generation of his family to run the business. t Hainsworth 0113 395 5695.

New arrivals from Italy FEARNS FARM has taken on the distributorship of two further Italian brands, Equi Stirrups and Alberto Fasciani riding boots. The Lancashire based company has been Equiline’s sole UK distributor for the past five years. Lightweight aluminium Equi Stirrups (pictured) come in four designs and a wide range of colours. Innovative features enhance grip and foot stability. Alberto Fasciani riding boots come in standard sizes with a made-tomeasure option. t Fearns Farm 01704 823539

Snappy dresser WESTGATE EFI has added these eye-catching leather boots to the Mark Todd Collection. In calfskin with crocodile patent print top and toe, they’re sure to be snapped up by style-conscious rider! Available in standard or short leg length in sizes 37 to 42, the boots have a discreet elasticated panel alongside the full length back zip for a snug fit. Finishing touches include the Mark Todd embossed signature and a protective heel tab to prevent spurs from damaging the zip fastening. t Westgate EFI 01303 872277 20 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

It could be a life-saver A FORMER paramedic has become the UK distributor for a Canadian range of potentially lifesaving identification for riders. Medical data carriers, available from Kay Patterson’s company Medi-K First Aid Training, provide critical data about the rider as well as family contact information. The data is contained within a highly visible, secure and aerodynamic carrier that attaches to the rider’s helmet. The RRP is just £5.99. Bold text on the outside of the carrier warns ‘good samaritan’ responders to leave helmet removal to those trained in the proper technique. “Everyday riding can result in all sorts of dramas,” said Kay. “While working as a paramedic, I often witnessed incidents whereby I was not able to determine the identity of the casualty and the hospital often struggled to contact their family.” Medi-K also provides equestrian specific first aid training to businesses and their staff. t Medi-K 07816830533

More riders equal more customers AS part of its work to support the trade by promoting riding, BETA has published its latest BETA Guide to Riding Holidays. From finding somewhere to go pony trekking to galloping across golden sands or exploring the Yorkshire Dales, the free A5 booklet is a mine of information. With key contacts and expert advice such as what gear to take on a riding break, centres are listed by counties with a key showing facilities at each one. The BETA Guide to Riding Holidays’ companion is the Take up the Reins website at Here would be tourists can search by location or activity to find their perfect riding experience. “Britain offers some great riding and you really can’t beat taking in all its stunning scenery from such a unique perspective,” said BETA executive director Claire Williams. “The guide brings you some of the finest riding holidays the country has to offer – and, for the first time, we have included centres where you can enjoy organised hacks and treks of less than a day. We’re pleased to offer such a tremendous resource for everyone.” t BETA 01937 587062

New product aids gut health UK based equine health company Science Supplements has launched new Gut Balancer. Containing a protected live yeast, it ensures that optimum numbers of live yeast cells reach the hindgut. The aim is to benefit hindgut function, with results seen in as little as seven days. Gut Balancer also provides a source of mannanoligosaccharide (MOS) and betaglucans, which help stimulate the growth of good bacteria and bind mycotoxins produced by fungal contamination of feed. Hindgut disturbance in horses can lead to problems such as loose droppings, failure to maintain weight - or to serious conditions such as colic or laminitis. Fungal toxins (mycotoxins) - common feed contaminants that are difficult or impossible to detect without laboratory testing - can lead to growth impairment, poor condition, decreased resistance to bacteria and viruses and damage to the liver and kidneys. Poor health and poor performance can be the result. Designed to be fed daily, Gut Balancer is ideal for older horses, poor doers, horses and ponies that lose condition at any time of year, those with acute gastrointestinal disturbance (eg diarrhoea) and at times of increased stress such as travelling, competition, change of yard or a change in hay or feed. “The technology and research behind these supplements and the quality of the ingredients are key factors that set them apart from other products on the market,” said Dr David Marlin, an equine exercise physiology expert and a director of Science Supplements. Gut Balancer is free from prohibited substances and suitable for horses competing under FEI rules. It’s available from wholesaler Trilanco or directly in 400g pouches lasting 14 days or 1.3kg tubs lasting two months. t Science Supplements 08456 800606

Bad Debts? No problem! YORK based MSY Debt Recovery, which works across many types of business, has seen a rise in demand for its services from the equine and veterinary sector. Tim Jones, managing director, has been involved in debt recovery for more than 20 years. “The recovery business is not perceived in a good light,” he says. “But, like all other professional companies, we’re regulated and work hard to ensure our policies and procedures are second to none.” MSY holds a trade association membership with the CSA [Child Support Agency] and conforms to ICO [Information Commissioner’s Office] regulations. “The MSY team has helped businesses get their money back, even if the debt has been chased before or is up to six years old,” said Tim. With a ‘no win, no fee’ policy this business is dedicated to recovering your money with an efficient and cost effective debt collection solution. Importantly, MSY also works to safeguard your business relationship with the debtor. t MSY Debt Recovery 01904 655410

Two new body protectors

Keep gear safe but handy

WESTGATE EFI has added two new body protectors to its Rodney Powell range. There’s a competitively priced Tabard style and the Superflex Contour which is ideally suited to the competition market. Both are approved to BETA 2009 Level 3 and conform to EN13158. The Rodney Powell Tabard Body Protector comes in black with orange trim and features side and shoulder fastenings with generous levels of adjustability. Thanks to its keen pricing, it appeals to the junior and leisure markets. The Superflex Contour is of block foam construction to allow for a close fit with superior levels of flexibility. Available in grey, the lightweight Superflex has a breathable lining and front zip fastening with adjustment at the shoulder and waist. It’s modelled here by Lucinda Fredericks. t Westgate EFI 01303 872277

NEW to the UK, Securikey T-Reign retractable gear tethers keep your customers' belongings safe but handy. Thanks to a Kevlar cord with significant retraction force, devices such as digital cameras, smart phones and hand-held tools can be kept firmly in place – yet easily retrieved when needed. When a rider reaches for, say, a camera to take a photo, the cord extends to allow use before sliding back into place, taking the camera with it. Retractable cases are also offered that can be secured to rucksacks, belts, clothing or saddles via an assortment of attachment options. A clever, retail-friendly feature is Securikey T-Reign's selfdemonstration packaging. A cardboard tag saying ‘pull here’ invites customers to experience the smooth, quiet extension and retraction of the Kevlar cord. t Securikey T-Reign 01252 311888.

New rugs for Spring RHINEGOLD has introduced a brand new range of colours to its best-selling Torrent lightweight outdoor rug range available Spring 2014. Available in full-neck and standard fittings, the Torrent is the perfect rug for changeable Spring conditions and features a comprehensive design specification. The outer fabric is constructed from robust 600 denier, waterproof, breathable, ripstop material. Featuring no back-seam, it has front-shoulder movement pleats, a tailguard and provides an excellent fit. The Torrent is cotton lined and fastens securely with cross-over surcingles, double chest straps and leg straps. This year, the standard design Torrent is available in black, navy and red - plus striking red and navy ‘dotty’ designs. Sizes are 4’ to 7’. The full-neck design is also available in the navy and red dotty styles as well as classic black, and is sized from 4’6” to 7’0”. Both rugs will be available for trade customers to pre-order, exclusively from Snowhill Trade Saddlery, by the time you receive this copy of ETN. t Snowhill Trade Saddlery 01243 672323


• If Hannah Lemieux, Horse&Hound’s new editorial assistant, rings a bell it’s because she’s Robert Lemieux’s daughter. Robert, a former international event rider, runs wholesale and retail operation Horse Health. After graduating, Hannah worked at Horse & Country TV during the London Olympics and was recruited by H&H following an internship with the weekly magazine. As well as editorial assistant, she’s PA to editor Lucy Higginson and looks after the team chasing pages. “I compete my event horse currently up to one star,” said Hannah. “I’m most passionate about eventing and horse racing.”

• Congratulations to Jennifer Dalton, project manager at Equestrian Management Consultants (EMC), and her husband Richard on the arrival of their first child, a son. Harry Richard Dalton was born on 21 December, weighing 8lb 10oz. EMC is the publisher of ETN and organiser of BETA International.

• Clippersharp has appointed Ian Woolger as chief engineer. Ian spent many years with Wolseley Stockshop near Exeter. He’s now moved to Clippersharp’s servicing and repair department at Culmstock, Devon. “Ian’s appointment has enabled us to expand the servicing and blade sharpening side of the business,” said Richard Goody, director at Clippersharp.

• Jennie Westcott is the Animal Health Company’s new UK sales manager. She has a degree in equine science and holds the BHSAI. Jennie has worked on a point-to-point yard and was with rural insurer NFU Mutual for 14 years before joining the Animal Health Company. A lifelong rider and a dog agility enthusiast, Jenny is pictured with her Thoroughbred called Thai. Jennie is married to Paul Westcott, director of Animal Health Company. Last year, the firm launched Westcotts premium dog food. 26 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

• Dr Teresa Hollands, senior nutritionist for Dodson & Horrell, left her

job just before Christmas. She had worked for the feed company for 20 years. Teresa is also a specialist lecturer at the University of Nottingham School of Veterinary Medicine and Science.

• Grangers has appointed Edd Hames as its new sales director for its outdoor division. He was UK sales manager at compression wear brand Skins before joining the manufacturer of waterproofing and care products for outdoor gear. "I was keen to work for a truly vertically integrated company, which controlled all aspects of its business from manufacture to the retail floor,” he said. “I have a background in biochemistry so I understand Granger's products. To be honest, I was sold as soon as I saw the factory floor - it's like an industrial version of Charlie and the Chocolate Factory!” Outside of work Edd's interests include mountain biking, sailing, snowboarding and restoring old cars. • Upmarket European brands distributor Zebra

Products has employed three new sales staff. Pam Mildner (pictured right), who joins from London publisher EMAP, will cover the south of England. She competes in eventing. Heidi Cheadle (pictured with her dog), formerly with Tredstep Ireland, is to represent Zebra Products in the north alongside Catherine Betts. Heidi has a young horse she plans to event and show jump. Sarah Ford (pictured above) was with Lloyds Banking Group for six years. Describing herself as “horse mad,” Sarah will cover the south with Pam. Phil Lowe, who’s been with the Zebra Products sales team for more than three years, remains solely responsible for Amerigo and Equipe saddle sales across the UK.

• Sue Carson Saddles has appointed event rider and trainer Tracey Fry as the distributor for Cheshire, Lancashire, The Wirral and North Wales Based in Warrington, Cheshire, she also produces youngsters and teaches. Her interest in Sue Carson Saddles developed from the purchase of a Grand Prix Special dressage saddle. "The results I saw from my saddle encouraged me to start looking at [this] franchise opportunity,” said Tracey who has also worked for the police.

• Two new area managers have joined Dodson & Horrell’s sales team. Lee Holloway covers Wales, Shropshire and Worcestershire. Charlotte Ford takes on Nottinghamshire and surrounding counties on a 12month maternity cover contract. Lee was previously a sales executive. Charlotte has worked with show horses and hunters and most recently as a sales agent. Sam Horrell is Dodson & Horrell’s marketing director and oversees the sales team.

• Richard Lawrence (pictured), former sales and marketing director of Matchmakers International, has moved on from the company. His departure followed the acquisition of Matchmakers International Ltd by International Riding Company Ltd (IRCL) [see News in this issue of ETN]. Co-chairmen of IRCL, Oliver Hoare and Edward Wakefield, have appointed a new management team to run Matchmakers International. Commercial director Liz Hopper held a similar role at Hallmark UK and before that worked for Marks & Spencer. Product director Julie Nuttall comes from Sports Direct and is a keen equestrian. Max Wakefield, the new customer director, has previously worked in a variety of sales roles. Former managing director Neville Lawrence becomes president. Richard Lawrence is said to be leaving “to pursue new interests outside the industry.” He declined to comment further. EQUESTRIAN TRADE NEWS FEBRUARY 2014 27

Putting a price on risk No one enjoys bills. But like it or not, insurance is far less expensive than not being covered in the event of a loss. Adam Bernstein looks at how to get correct cover at good value from your business’s insurance. “THE market remains incredibly competitive. At times, the premiums quoted are in no way reflective of the risk insured,” says Laura Marsh, partner in insurance specialist PPS GI. Nathan Scott, of JA Duffy & KL Barrett - an NFU Mutual representative, agrees: “Insurance markets are always price competitive, particularly where online insurers are concerned, but price ought not to be the primary consideration.” He firmly believes that the question ought to be: ‘Am I adequately covered?’

Reducing premiums The first step is to diarise the renewal date to allow plenty of time to seek new quotes. Once the renewal arrives it should be compared with the previous year’s price. If it’s risen, the insurer (broker) should be asked why. Where claims have been made, firms should seek the final settlement figures from the insurer as this will be useful for negotiating with a new insurer if the final tally can be demonstrated. The premium breakdown should be analysed. There may be elements, say administrative fees, that have been added and they may be negotiable. Some elements could be unnecessary or are covered by another policy, but if there has been an increase, it’s worth asking if the

premium can be reduced to reward loyalty. Says Laura: “Effective risk management throughout the business is important and this will reduce the instances of claims and also protects your staff.” Businesses may be able to reduce premiums by increasing the excess and using insurance for only the more severe claims. Laura and Nathan agree that an additional discount may also be available by way of a longterm undertaking. Says Laura: “This benefits the firm in two ways. Firstly, you receive a discount for the commitment and secondly, this ensures that the underlying rating cannot be increased, subject to the level of claims during the period.” But Nathan suggests that the excess is another thing that customers often overlook – “it shouldn't be so high that covering small losses becomes too expensive for policyholders.”

Correct cover Often it’s only discovered after the event that businesses are either underinsured or incorrectly insured. Says Nathan: “One absolute must is to be correctly insured. Deliberately under insuring is most definitely not a prudent way to attempt to lower premiums and could leave you without adequate or, for that matter, any cover in the event of a claim.”


Adds Laura: “Many firms carry what is known as an office insurance policy and find that cover is deficient in many areas.” She notes that risks may not be catered for correctly under a general policy – the right policy for the business and its sector is necessary. For retailers, there is significantly more risk to the shop from damage and loss of revenue due to, say, fire or an escape of water. Business interruption cover must be written on the correct basis and it is also vitally important for the shop to have an up-todate business continuity plan, thus reducing the downtime and potential chaos that an

interruption to trading may cause. Nathan adds legal expenses and personal accident cover to the must-have list. And, for this reason, it’s sensible to look at packaged policies that bundle a selection of relevant covers pertinent to the business into one policy. Indeed, says Nathan, “packaged policies designed specifically for the business type will always be cost effective, largely because liability cover is offered at a flat premium, rather than being calculated from actual turnover and wages figures, assuming the risk falls within upper limits usually relating to turnover, value of any

buildings and number of employees.” Legal expenses insurance can assist with employment issues and so is very useful. It can often mean that firms can reduce their costs where they’re purchasing this separately. When invoking legal expenses cover, Laura recommends businesses should seek the advice of the insurer’s helpline before taking any action with an employee and upon receipt of any notification of a grievance; otherwise the insurers may not indemnify them. There will always be conditions attached to each section of a policy so Laura recommends that policyholders read their documentation thoroughly to ensure compliance. All insurers have a minimum standard of security on premises they insure; this should always be

checked carefully. Also, insurers normally require notification of a claim within 30 days.

Problem with the insurer? Even with the best intention, disputes do arise. While the majority will be resolved, some in dispute may get to an impasse where third party help is needed, and that’s where the Financial Ombudsman Service (FOS) can step in. A free service, the FOS is able to hear complaints from ‘micro-enterprises’ (an EU definition) that have less than ten employees and a turnover of less than two million euros. Complaints can involve banking, insurance, mortgages, loans and so on. Where a case is proven, the FOS, can award up to £150,000.

Insurances often missed KEY MAN Keyman insurance is paid for by the business and compensates the organisation for any losses should a key individual be incapacitated or die. The sum assured is allied to the importance of the individual to the company and may be a multiple of salary or projected profits. CRIT ICAL ILLNES S CO VER This is payable on the diagnosis of a number of specified diseases, usually coronary artery disease, heart attack, stroke, cancer, kidney failure, major organ transplant and paralysis. INCO ME PRO TEC TIO N INSURAN CE This protects the income of the policyholder and helps the cash flow of the business. If the insured is unable to work - due to sickness or accident - the policy provides a regular income to replace that which the insured is no longer able to earn.

DIREC TO RS A ND OF FICERS Directors and officers insurance is payable to the directors and officers of a firm, or the firm itself, to cover any losses or defence costs following legal action for wrongful acts. It can cover both civil and criminal situations. BUSINES S INTE RRUPT ION This insurance will keep a business alive following a catastrophe and covers ongoing, but uncompensated, fixed costs of staff, premises etc. CRED IT IN SURAN CE Business is hard enough as it is and not getting paid only pours salt on a wound. Credit insurance reduces the risk of non-payment by trade debtors by covering insolvency, bankruptcy or non-payment. Policies cover the sales ledger and work to an agreed credit limit and cover agreed customers. It’s often available with invoice factoring and invoice discounting.

Does your insurer talk horses? IN a niche market, such as the equestrian industry, it’s vital that your insurer understands the nature of your business. That way, in the event of a claim, matters can be dealt with efficiently and with minimal disruption. Policies from Shearwater cover every eventuality; your stock, your staff, your customers, the building you trade in. “The circumstances in which you’ll require insurance protection may not be pleasant to think about,” said a spokesman. “However, you should always consider what would happen in the worst case scenario. For example, if a fire burned down your premises - is your stock covered for an adequate replacement value? “Do you have business interruption to cover your lost income if you cannot trade? If you are exhibiting at a show, does your policy cover your stock?” Shearwater can provide a policy extension to include these elements on an accidental damage and/or ‘all risk’ basis, so you’re covered when you are away from your usual trading premises, whether travelling or at a show. Retailers are also urged to think about their cover if someone died or suffered an injury on your premises. “Standard public liability only covers you at your own premises – you would need an extension to cover you if it was when trading at a show, or delivering an item,” said Shearwater’s spokesman. Also ensure you have the relevant employer’s liability to cover staff along with comprehensive legal cover should you be taken to court, he added. t Shearwater Insurance 01992 767666

Broker’s benefit for BETA members SOUTH Essex Insurance Brokers (SEIB) offers interest free direct debit for BETA members. It’s a valuable benefit that can help considerably with cash flow. SEIB has access to the majority of UK insurers, including a Lloyds Brokers, which allows it to source the most competitive price and correct cover for you as a BETA member. Insurance is at the forefront of many people’s minds particularly with all the recent flooding and damage to business and private premises.

Insurance is at the forefront of many people’s minds particularly with all the recent flooding. Without the correct insurance a business could go to the wall after a serious flood. It’s important to talk to a broker that understands the stock involved with tack and saddlery and the trade in general. As a member of BETA you’re likely to have very specific needs. Buildings are often not of standard construction and the risks are different from those of a standard retailer or manufacturer. SEIB understand these needs and has arranged cover for saddle fitting, repairs, trade stands and much more. If you are a BETA member and a retailer, manufacturer or feed merchant, SEIB offers cover for buildings, stock, machinery, equipment, pharmaceuticals, commercial vehicles including mobile retailing and catering vehicles , business interruption, liability (product, public and employee), personal accident, money and working away - all with interest free credit for BETA members. t For a free quote, SEIB 0845 450 0651 30 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

• New for 2014, clothing label Equetech is sponsoring Flora Harris. “I had two beautiful jackets measured up and will certainly be very warm for the next few weeks with their fabulous fleece lined breeches,” said the Berkshire based event rider. Liz Hayman, director of Equetech said: “Flora’s determination and drive to succeed is a real inspiration to us all.” • Speedi-Beet, from British Horse Feeds, continues its

sponsorship of the British Showjumping HOYS Grade C Championship into 2014. Nearly 600 competitors came forward for last season’s qualifying series. "The sponsorship of the HOYS Grade C Series has really enhanced the awareness of the use of Speedi-Beet for performance horses,” said Will I’Anson of British Horse Feeds.

• Baileys Horse Feeds has become title sponsor of the new Northern Stallion Showcase. The company will be giving nutritional advice to breeders at the event on Saturday, 22 March at Park End Equestrian near Hexham, Northumberland. "As long term supporters of British breeding, it’s great to be involved with a new event, which is sure to prove invaluable to those planning their coverings for the season ahead,” said Jane Buchan of Baileys. Pictured is one of the entered stallions. Eldorado is the current 4yo British Dressage Champion and stands at Littletree Dressage in Cumbria.

• Verdo Horse Bedding has

signed up as official title sponsor of British Riding Clubs’ (BRC) Dressage to Music Championship 2014. Qualifiers begin in April with the championships happening on 4/5 October at Bury Farm Equestrian Village in Buckinghamshire. A participant at last year’s championships is pictured. Part of the prize is a day with multiple Paralympic gold medallist Natasha Baker who is sponsored by the heat-treated wood pellet bedding brand.

• Equilibrium Products is moving away from sponsoring under its brand names to the company name. This year, Equilibrium Products has added a major sponsorship with British Riding Clubs to its backing of British Dressage, British Showjumping and British Eventing. A spokesman said the move would “create a clearer brand message, be more impactful, increase brand awareness and build on the Equilibrium Products heritage to increase demand.” • Grub’s sponsored event rider

Ben Hobday and rescue dog Freddie (pictured) appear in a new promotional video for the waterproof boots brand. The short film follows the pair out on a walk to find out what happens, click onto s80Vdt8


Jumping at every opportunity Well known in the world of show jumping, the Tuff family also runs an award winning retail operation, as Penny Richardson discovers.

The award-winning Redpost Equestrian.

OMPANY director, riding instructor, show jumper, livery yard owner, advertising manager, show organiser, board member of the British Show Jumping Association and co-owner of Redpost Equestrian — John Tuff has experienced it all. But he would be the first to admit that he couldn’t have done any of it without the support of his family. John was born in Dorset, where his family ran a stationery and greeting card business. “I worked for my father and then started a creamery business with a farmer friend,” he says. At the same time, John began show jumping. “It was a hobby, but it soon became a very serious hobby and I realised that Dorset wasn’t the best place to live if you wanted to compete,” he says. In 1980, John made a big career change. “I spotted a vacancy for an advertising manager at Horse & Hound


magazine in London and I thought why not?” he remembers. “It would be the best place to learn, make contacts and start to make my way in the equestrian world.” John got the role, which he combined with running a showjumping and livery yard in Lingfield, Surrey. It was here that he met his wife Louise, who came there as his groom and to train as a riding instructor. Justin, John’s 19-year-old son from his first marriage and now an international show jumper, was also based there at the time. In 1989, John and Louise made the trip that was to change their life. “We were visiting friends in Devon and their local feedstore happened to be for sale,” says John. “It sold cattle feed and pony nuts and was a bit of mess with broken lorries lying about everywhere, but we fell in love with the area and the views over Dartmoor.” John and Louise spoke to the owners of store, who told


them the business was sold but that they were still awaiting payment. “We rang them every month for four months and in the end they said it was ours. We had no money, so we raised it through bank loans and kind friends, but we never ever intended to move to Devon,” explains Louise. “We leased out the feedstore to a young couple, but after holding its own for 18 months, it went bust.” John and Louise then had a choice to make. Should they sell their Devon business or move there themselves? “Deep down, we both knew the answer. We’re both country people and Devon was where we wanted to be,” says Louise, who moved there first with their two-year-old son, Ben. John and Justin followed a few months later and Redpost Feeds was born. “We specialised in feeds and bedding to start with and moved into clothing after a friend asked if I could get

them some jods,” explains Louise. “We knew absolutely nothing about retail and learned by talking to people — and by making mistakes.” The shop was expanding quickly and the couple added clothing, tack and horsewear departments. They also founded Redpost Showjumping Club in 1994, the same year their second son, Mikey, was born. “We used to run shows when we lived in Surrey and when we moved to Devon, the local riding club was already using one of the fields,” says Louise. “We brought our own jumps down and it started from there.” The show jumping club is still going strong and now comprises three purpose-built arenas and regular affiliated competitions. The Tuffs also have two stable yards around the shop. “By choice, I’d still be running a yard, so being able to see horses from the shop and running our own shows is the next best thing,” says

Team Tuff: From left are John, Louise, Justin, Oliver, Mikey, Ben and Beth.

Redpost’s impressive stock of competition jackets reflects its owners’ love of show jumping.

Louise. “I can walk 10 yards from the shop door and touch a horse, which keeps me sane!” The Tuffs, who won SEIB Feed Merchant of the Year [a BETA Business Award] in 2006, now employ eight members of staff, although family members and their partners remain a big part of the business. “I’d say Louise does 90% of the work, while I just wander about to prove that I’m still alive! And I’m sometimes allowed to chat to a customer or two,” jokes John. Ben is the website and online guru and his girlfriend Claire works in the shop. Mikey combines show jumping with working the shop and Justin, wife Beth and their son Oliver live next door and run their own riding and training business. The Tuffs did try opening a second shop on a farm complex. “We sold it, as it didn’t really work as we wanted,” explains John. “It was a totally different customer base there. We love to sell to the real horse person or smallholder, who has time to enjoy a chat. We didn’t lose lots and we didn’t make lots and it was an interesting learning curve.” John and Louise have noticed a huge upsurge in interest and sales since Redpost Equestrian went online. “It’s the best thing we’ve ever done,” says John. “We’ve now got international customers and people are also enjoying a day out and travelling here from all over

Britain. The website has helped increase the footfall in the shop and our next move may be to open a café, which should encourage more visitors.” John also believes that the economy may be lifting. “People coming into the shop seem so much happier, which could be a good indication,” he says. Despite the fact that the website has raised the company’s profile, John still believes there is a place for advertising. “But it does have to be the right sort of advertising,” he says. “It’s so easy to spend money, but I do think a small advert every week works better than taking out a huge one now and again.” Although they never envisaged founding a retail empire, John and Louise Tuff don’t waste time looking back. “I know what it’s like to have money and I also know what it’s like to have none. It does you the world of good to have to sell something to pay for the next thing you buy,” says John. “When we came here, I thought we’d be running a little feed shop and I’d be sitting in a rocking chair on the porch discussing the price of winter wheat. Instead, I’m sitting surrounded by five computers, which is exactly what I wanted to get away from. “Then I walk five yards out of the door and see Dartmoor. Customers often say to me: ‘You can’t buy that view’ and my answer is: ‘I did’.” EQUESTRIAN TRADE NEWS FEBRUARY 2014 33

Worming suppliers get behind SQPs Following the ban on the advertising of horse wormers to consumers, SQPs [suitably qualified persons] have found themselves in the front line when it comes to educating as well as prescribing. Here’s how leading suppliers are supporting those hard-working SQPs with great products and access to useful information. New wormer and ‘golden rules’ launched NORBROOK had added a new worming option, NoroPraz Equine Paste, to its equine catalogue. Noromectin was Norbrook’s first product within this group. Launched in 2002, it fast became a trusted global brand offering an effective Ivermectin paste for routine worming. NoroPraz acts to build upon the company’s commitment to reliable and responsible equine worming. Containing an effective Ivermectin and Praziquantel combination, it can be used to combat insects - the adult stages of all equine internal parasites of relevance - and now the very important additional element of tapeworms as well. NoroPraz is safe for use throughout all stages of pregnancy and lactation. It can also form an integral part of a foal’s routine treatment regime. The additional ingredient of Praziquantel contained within NoroPraz exerts its anthelmintic activity against many species of cestode (tapeworm). This is achieved through impairment of the neuromuscular co-ordination of the parasite, as well as degeneration of the function of attachment suckers. It also influences the permeability of the integument [outer protective layer] of the worm, leading to excessive calcium and glucose loss thereby inducing spastic paralysis of the parasite musculature. The inert worms are then cleared by the immune or intestinal system. NoroPraz is an apple flavoured oral paste presented in dial-a-dose syringes which treat up to 700kg of bodyweight each.

Educational programme To complement this new product, Norbrook has produced an educational programme directed towards horse owners. It encourages them to become pro-active in the fight against anthelmintic resistance. The ‘Golden Rules of Worming’ have been especially developed to promote the responsible use of wormers through offering a simple, intuitive four- step plan which is readily adaptable to suit any individual needs.

The golden rules of worming GOLDEN RULE 1: PLANNING TO fail to prepare, is to prepare to fail. Good planning techniques are the essential basis for any successful worming regime. Understanding the relevance of all horses when forming an overall parasite management plan is a key element in this step. Young or old, directly owned or simply neighbours in a yard, these horses all need to be taken into consideration when thinking about worming an individual horse. GOLDEN RULE 2: TESTING IT is estimated 80% of the total worm population is held within only 20% of horses, with even lifelong companions that share the same paddocks possibly having differing parasites within. Consequently each animal’s worming requirement should be considered on a completely individual basis. Due to this, tests such as faecal egg counts and tapeworm blood tests should be recommended on a regular basis. Knowing the approximate worm burden and having a guide to the type of worms present will enable a targeted, personalised approach to be employed in developing an effective worming regime. GOLDEN RULE 3: KNOW YOUR HORSE’S WORMS ALTHOUGH faecal egg counts and tapeworm blood tests (when performed correctly) are fantastic indicators of total worm burdens, not all parasites present within a horse’s system may yield a positive response every time. Therefore knowing the characteristics, life cycles and risk factors, as well as the seasonality of certain parasites allows an educated and fully informed approach to worming, ensuring no important parasites are overlooked in the worming plan you develop. GOLDEN RULE 4: KNOW YOUR WORMER NOT all wormers are the same and which one is recommended should be based upon a collaboration of all the previous Golden Rules. This combined approach will lead to a responsible and effective worming regime being formed, which will gain the maximum benefit for long term success.


Why SQPs are at the sharp end AS SQPs, we’re the front line when it comes to anthelmintic sales, says Gillian Booth SQP of Westgate Labs. Indeed, SQPs are ideally placed to dispense excellent, up-to-date worming advice to horse owners. And how important it is just now to get this right, adds Gillian. With the entire system once more under threat, concerns about drug resistance and rumbles about making anthelmintics POM-V [vet only], it really is imperative that SQPs actively promote a sustainable approach to worm control. No one should be able to point a finger at the system and accuse us of being ‘the weakest link’ in the over prescription of worming products.

Profit from worm counts Offering customers a full worm control planning service is a really valued addition to your business. It will increase profits and bring people back into your shop on a regular basis. As worming programmes move away from interval dosing of drugs, it makes so much sense to add a quick and reliable worm count service to form a base for the successful worming programme. Westgate Labs has a proven, tailor-made service ready to slot in with your requirements. It can be put in place in a matter of days with no set up costs. As SQPs, with shops to run, we know you will be busy people - so let the experts take care of the microscope work. Access to laboratory services could not be simpler. Westgate Labs simple-to-use, tailor-made service is already helping merchants all over the country making it easy to provide a FEC [faecal egg count] service to customers. Talk to Westgate Labs today. PoS support available includes this attractive poster. t Westgate Labs 01670 791320

Internet retailers: have you signed up? INTERNET retailers are invited to sign up to the Veterinary Medicines Directorate’s (VMD) Accredited Internet Retailer Scheme. It was launched in 2012 to help reduce the risk of consumers purchasing unauthorised, inappropriate or ineffective veterinary medicines online. Retailers successfully joining the scheme are awarded an Accredited Internet Retailer logo showing they have met the criteria for accreditation. “The list of companies whose websites have been accredited includes some well known, large retailers,” said a

spokesman for VMD. “Together with our ongoing enforcement action in tackling those retailers who do not obey the law, we are continuing to make progress in making sure the buying and selling of medicines, by whatever method, is legal and safe within the UK.” The next phase will be to increase public awareness of the scheme and its benefits to create a market demand for accredited online retailers. For further information at

Prescribe with confidence NOW more than ever [due to changes in legislation covering the way animal medicines can be advertised to consumers] horse owners need sound advice on worming. They will, therefore, need to rely on SQPs to provide them with the correct information to implement a worming programme that’s right for their particular horse and circumstances. Manufactured by Virbac, Equimax contains invermectin and praziquantel. It was the first combination wormer to appear in the UK worming market that treats roundworms, bots and all three species of tapeworm in a single dose. Equimax is authorised for use in pregnant mares and breeding stock and can be prescribed with confidence by SQPs. Virbac offers support to SQPs via its 3D Worming website where there’s help and advice on following the 3Ds of worming that focus on correct Direction, Dosage and Delivery. 3D Worming provides a useful tool to SQPs when discussing owners’ worming regimes and requirements. It also includes a glossary of worming terms in the ‘wormapedia’ section. Ergonomic Equimax syringes can treat horses up to 700kg bodyweight. Equimax Tabs are available in tubes to treat up to 800kg and can be easily added to feed or fed straight from the hand for easy and stress free worming.

Winter worming reminder

REMIND your customers about the importance of tackling the threats of encysted small redworm (ESRW), tapeworm and bots this winter, say vet experts at Zoetis (formerly Pfizer Animal Health). None of these parasites will reliably show up in a standard faecal worm egg count so need to be treated on a strategic basis, by using the correct wormers at the right time of year. If they haven’t yet treated for encysted small redworm this winter then the combination product Equest Pramox can be a cost-effective solution as it will treat for both tapeworm and encysted small redworm with one dose. Equest Pramox contains moxidectin and praziquantel for single dose control of all three species of tapeworm bots and roundworm - including encysted larval stages. Equest Pramox and Equest are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest recommended dosing interval of any equine wormer currently available. ● Moxidectin has a persistent effect in preventing infection by small strongyles for two weeks after dosing ● Moxidectin will treat encysted small redworm with a single dose and has a 13 week recommended dosing interval. Alternatively, if treatment for roundworm isn’t needed then Equitape, containing praziquantel, is an effective, tapeworm-only option. Zoetis’s Manage, Test, Plan, Dose campaign, which includes the Stable Mate App, makes it easier for horse owners to understand the modern principles of worm control. It includes a practical worming booklet for horse owners, a technical guide for advisors, a clear and logical website and a clever prescribing aid for SQPs to make it easier to give accurate, on-thespot advice to customers. Zoetis also has a support network to answer SQPs’ queries quickly and offers engaging CPD presentations through its sales team. 38 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

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. The 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. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.

The importance of tapeworms in horses By Rebekah Dudek BVetMed MRCVS, GB veterinary advisor for Norbrook Laboratories istorically, tapeworms were considered to be a benign incidental finding and of relatively little importance to a horse. Nowadays however, due to the recent discovery of their strong association with some forms of colic, we are standing up and taking notice of their presence, with tapeworms gradually being given the centre stage they deserve when it comes to considering an effective equine worming regime. All tapeworms belong to the Cestode family of parasites which have a unique, simplistic structure when compared with other intestinal worms. Tapeworms attach to the intestinal wall via a mouth piece, the scolex. Behind this head lie many individual segments, or proglottids, which act to make up the main body of the worm. Each proglottid contains its own set of reproductive organs and eggs, making them completely independent of each other in a reproductive sense. It is these individual segments which are discarded one by one from the end of the body chain into the intestinal lumen of the horse to be passed out into the environment with faeces. Once deposited, the proglottid breaks down, releasing into the surroundings the eggs which it contains. There are three species of tapeworm which are known to affect the horse, with Anoplocephala perfoliata being by far the most prevalent in the UK. The lifecycle of Anoplocephala perfoliata involves an essential intermediate host, the microscopic forage mite, which consumes tapeworm eggs found in the environment. These eggs develop within the mite to form infective cysticercoids. When a horse ingests an infected forage mite, its body is digested within the horse’s gut and the cysticercoids are


Tapeworm with ulcerated ileocaecal junction.

released into the intestinal lumen. The newly released tapeworms then attach via their scolex to the wall of the intestine, mature and begin to reproduce, restarting the lifecycle. Despite the requirement for an intermediate host in order to complete their lifecycle, tapeworm infections are very common in the UK with it being estimated as many as 70% of horses have had exposure to this parasite at some point. This is unfortunately due to the forage mite being rather ubiquitous with thousands of mites found in every square metre of grass across the country. The mites are also found in both hay and bedding which acts to confer a year round, non-seasonal element to the exposure of horses to tapeworms. Saying


this, a peak does occur following prolonged periods of grazing simply due to the build-up and multiplication throughout a season of infective numbers on a paddock, in correlation with forage mites also being at their greatest number at this time of year. Therefore although tapeworms are a year-long threat, there is a peak in late autumn. Tapeworms are now considered of clinical importance due to their preferred location of attachment within the intestinal lumen: The ileo-caecal junction. This is a tiny area of the gastrointestinal tract of a horse where the narrow small intestine opens out into the large caecal chamber. Tapeworms cluster around this junction causing

Heavy tapeworm burden at ileocaecal junction - with ileal hypertrophy.

irritation, inflammation and ulceration of the associated and surrounding bowel lining. This tissue damage leads to thickening of the intestinal wall and consequently, alterations in its motility which can give rise to some types of colic. Tapeworms have been shown to be directly associated with three specific types of colic: impaction colic, spasmodic colic and ileocaecal intussusception. Ileal impaction colic can occur due to disruption of the normal peristaltic waves through the ileo-caecal junction leading to matter with the caecum not being expelled and instead, backing up into the small intestine. This type of colic is of slow onset and a progressive nature as additional digested materials are gradually added to the impaction. Research has shown that 80% of ileal impaction colics are associated with tapeworm infection. Spasmodic colic, although common in equines, has 20% of cases which can be attributed to tapeworm infections. It is caused by the pain of the intestine contracting down on trapped gas built up as a result of abnormal peristalsis. The waves of gut movement become erratic, with a type of spasm occurring which can lead to even further pain. Horses which carry tapeworms are eight times more likely to develop this type of colic. Ileocaecal intussusception is virtually always caused by tapeworm infection. It is a result of peristaltic waves becoming exaggerated due to the inflammation and gut damage caused by the tapeworm’s presence. This exaggerated movement can lead to the wall of the small intestine actually pushing its way

into the caecum. This is a surgical emergency due to the trapped intestinal walls quickly losing their blood supply and potentially dying. In spite of the serious consequences of infection, diagnosis is not straight forward with testing for the presence of tapeworms through routine faecal egg counts often throwing up false negative results for horses which actually carry burdens. This is due to tapeworm eggs being contained within small body segments in the faeces as opposed to being dispersed evenly throughout as is the case with other gut worm eggs. An ELISA blood test for antibodies to tapeworms is therefore the preferred and more reliable method of testing for exposure to this parasite. The blood test can potentially give an estimate of the level of infection with, for example, a horse with high levels of tapeworms in their system likely producing a large number of antibodies to them. However, it can only be used as a guide since intensity levels of results do not always necessarily correlate to what is currently present within the horse. The blood test will also only give an indication of exposure and should never be used to assess efficacy of tapeworm treatment due to antibodies remaining in a horse’s system for up to six months, even in spite of a successful clearance of the worms. When it comes to the treatment of tapeworms, there are two different approaches. The first is a targeted approach where treatment is administered on the back of a positive blood sample result. In this case, treatment for the horse is given and repeated again in six months’ time. A

blood sample is then performed 12 months after the first test to determine if treatment is required for the following year. This method can reduce the unnecessary dosing of a horse for tapeworm thereby helping to reduce the progression of potential anthelmintic resistance. Although recommended, a targeted worming strategy is actually not always appropriate or practical for all management regimes. In these instances it is better simply to implement a tapeworm treatment every six months as part of an annual worming programme. Although tapeworm is non-seasonal, it seems wise, if possible, to time one of these treatments to correlate with the peak of exposure seen at the end of grazing, making autumn and Spring key times for use of tapeworm treatments. It is important to remember that not all wormers contain an active ingredient which specifically targets tapeworms. There are two treatment options currently available in the UK: Praziquantel or a double dose of Pyrantel. Both offer an effective form of tapeworm control. Praziquantel is often found in combination with macrocylic lactones offering an efficient, complete worming solution when incorporated as part of a strategic equine worm regime. In conclusion, now that we are aware of the incidence of tapeworms in the UK and the significant damage which they can cause, these parasites should always be of major consideration when discussing and implementing a successful and efficacious equine worming strategy.

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

See page 42 for the CPD quiz EQUESTRIAN TRADE NEWS FEBRUARY 2014 41

SELECT YOUR ANSWERS AND TICK THE BOXES 1. What is the main species of tapeworm known to infect horses in the UK? a. Echinococcusgranlulosus b. Monesiaexpansa c. Taeniamulticeps d. Anoplocephalaperfoliata 2. What is the intermediate host of the most important equine tapeworm? a. Harvest mite b. Dust mite c. Forage mite d. Red mite 3. What does each proglottid body section contain independent of each other? a. Intestinal tracts b. A scolex c. Mouth piece d. Reproductive organs 4. How many horses are estimated to have been exposed to tapeworms in the UK? a. 20% b. 50% c. 70% d. 90% 5. To which part of the intestinal tract do tapeworms prefer to attach? a. Stomach b. Colon c. Jejunum d. Ileo-caecal junction 6. What percentage of ileal impactions are estimated to be a result of tapeworm infection? a. 10% b. 30% c. 60% d. 80% 7. What form of colic is almost always attributed to the presence of tapeworms? a. Spasmodic colic b. Caecal impaction c. Ileo-caecal Intussusception d. Right dorsal colitis 8. What is the best way to diagnose tapeworm exposure? a. Faecal egg count b. Endoscopy c. Faecal flotation d. ELISA Blood test 9. What are the two treatment options available in the UK for tapeworms? a. Praziquantel and double dose Ivermectin b. Pyrantel and double dose Moxidectin c. Pyrantel and double dose Praziquantel d. Praziquantel and double dose Pyrantel 10. If not using a targeted approach to treatment, what are the two key times of year to ideally time treatment for tapeworms? a. Summer and Autumn b. Winter and Spring c. Spring and Summer d. Spring and Autumn

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.

Settle down with a cuppa for five minutes and enjoy the latest in ETN’s occasional series...

The lady-in-waiting n a crisp January day at Cheltenham, seven runners circle before the start of the 1992 Cleeve Hurdle. The grandstands are brimming and while many of them hold contender, Lady Rebecca – dual winner of this race from the previous two years – close to their hearts, today there are other more fancied horses on whom they stake their money. Jockey Norman Williamson settles the mare towards the rear of the field as they set off. He is content to let the Paul Nicholls-trained Mister Banjo make the running in this two-and-three-quartermile journey. In soft ground and with the infamous uphill run-in to the finish post, stamina and courage will play a key role in the final placings... Disaster strikes not far into the race when joint-favourite Youlneverwalkalone takes a tumble at the second hurdle. The other market leader, Barton, raps the fourth.


Anzum, the outsider of the field, also makes a mistake when making headway. As the race progresses and the horses find their rhythm, Mister Banjo shows the way to Run For Paddy while Lady Rebecca waits at the back. Three flights out though, Williamson shakes his reins and the mare makes her move. But she isn’t the only one to step up the pace. The punters’ favourite, Barton, is being ridden hard in second place. Their trust is misplaced though and, two out, he forsakes his place. Over the last, Lady Rebecca is asked for everything. The pony-sized mare digs deep and draws level with Mister Banjo then, with her favoured Cheltenham hill beckoning, she powers clear to win by six lengths. Welcoming their heroine back into the winner’s enclosure, part-owner, David Redvers knows he owes this mare more than any pat on the neck can provide. This is not only the thirteenth victory

in a nineteen-race career, but this mare and her three Cleeve Hurdle trophies have put Redvers’ bloodstock business on the map. Eight years earlier, Redvers attended the Doncaster Yearling Sales, when a small plain bay filly had been led into the ring. The auctioneer struggled to ignite any interest in her and as a last

resort he asked for the minimum bid. Redvers, sensing this filly might be a metaphorical package of dynamite, raised his hand and Lady Rebecca was knocked down to him, the sole bidder. Now, amidst Cheltenham’s cheering crowd, Redvers could acknowledge Lady Rebecca hadn’t done badly for a 400 guinea purchase.

ABOUT THE AUTHOR HANNAH HOOTON writes about racing and romance. Her latest novel Giving Chase won the Best International Romance in the 2012 Some Kind of Wonderful Awards. Her other novels are Keeping the Peace and At Long Odds. In paperback at approx 345 pages, Hannah’s books are self published at an RRP of £9.99 each; also available from major e-book retailers at £1.99. Trade enquiries are welcome. For details email


Business Awards finalists revealed

T 2014

he final nominations have been counted and the finalists in the 2014 BETA Business Awards can now be revealed. A full list of companies, individuals and events that have made a positive difference to the equestrian industry – and made it through to the final few – can be found below. We are delighted with the tremendous response from trade members and consumers who sent nominations flooding in. We send our congratulations to all those shortlisted for these highly prized business accolades, to be presented during the annual BETA Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 16 February. Although the finalists have now been named, 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.

Harry Hall Retail Employee of the Year Bridget Guy – Countrywide Farmers, Newport, Shropshire Jess Papworth – Redpost Equestrian, Totnes, Devon Jo Watson – Countrywide Farmers, Totton, Hampshire Katie West – Supplement Solutions, Preston, Lancashire Sam Francis – Countrywide Farmers, Ashbourne, Derbyshire Sophie Spoiling – Tower Farm Saddlers, Rugby, Warwickshire

Joules Equestrian Event of the Year Barbury International Horse Trials Blair Castle International Horse Trials Blenheim Palace International Horse Trials Bramham International Horse Trials Festival of British Eventing

TSM Rider Award Ben Hobday – Grub’s Carl Hester – Classic Dressage, Nettex, Saracen Horse Feeds, Zebra Products Gemma Tattersall – Weatherbeeta Lizzie Brown – Horseware Ireland Nicola Wilson – TopSpec Equine Samantha Osborne – Equilibrium Products

SEIB Retailer of the Year – Mail Order/Internet Retailer Cavaletti Clothing – Ashurst, Hampshire Dressage Deluxe – Tunbridge Wells, Kent Equestrian Clearance Warehouse – Sowerby Bridge, West Yorkshire Robinsons Country Leisure – Ashton-in-Makerfield, Lancashire Silverburn Browbands – Mintlaw, Aberdeenshire The Horse Bit Shop – Goole, East Yorkshire

Winners of the 2014 BETA Business Awards will be announced at the glittering BETA Gala Dinner.

Haygain Nutritional Helpline of the Year Allen & Page Dengie Crops Saracen Horse Feeds Simple Systems TopSpec Equine

Equine Careers Sales Representative/ Agent of the Year Anna Rankine – Ariat Europe Jade Thatcher – Finest Brands International Lucy Edis – Carr & Day & Martin Ruth Turnbull – Horsemasters Distribution

SEIB Retailer of the Year – Large Tack Shop

UKTI Export Award

Aivly Country Store – Ringwood, Hampshire Countrywide Farmers – Evesham, Worcestershire Thomas Irving Equestrian Supplies – Chesterfield, Derbyshire Wadswick Country Store – Corsham, Wiltshire Wynnstay Group – St Asaph, Denbighshire

Equiform Nutrition Ltd Hilton Herbs Ltd Horse First Ltd Horslyx/Caltech Ltd

SEIB Retailer of the Year – Medium Tack Shop

Battle, Hayward & Bower Ltd E Jeffries & Sons Ltd Shires Equestrian Products Trilanco Ltd

Houghton Equestrian/Trot 2 – Heddon-on-the-Wall, Northumberland RB Equestrian – Great Brickhill, Buckinghamshire Redpost Equestrian – Totnes, Devon Tower Farm Saddlers – Rugby, Warwickshire Widmer Feeds – Lacey Green, Buckinghamshire

SEIB Retailer of the Year – Small Tack Shop Alan’s Ark – Fulbourn, Cambridgeshire Alan’s Ark – Soham, Cambridgeshire Barnstormers – Withington, Herefordshire Crosswinds Equestrian – St Austell, Cornwall Equicraft of Backwell – Backwell, Somerset Equine Essentials Direct – Chalfont St Giles, Buckinghamshire Eskdale Saddlery – Carlisle, Cumbria


Blacks Solicitors Trade Supplier of the Year


Tel: 01937 587062 Website: or email us at Stockeld Park, Wetherby, West Yorkshire LS22 4AW

A weather eye on 2014 A successful new season lies in the planning, says ETN columnist Sue Carson.

is I write, we’ve been lucky so far this winter although the rain has caused problems for some. Businesses should think of winter as a positive, productive time during which to plan the next 12 months. From a cash flow point of view, you need to look at historical information to see when your busy and quiet times are, and plan accordingly. When it comes to pricing, we don’t discount. A long time ago, I took advice from a very experienced businessman who told me: “If you discount, then clients will wait until you have a sale before purchasing from you.” So we’ve always stuck to this rule. If one always strives to produce and sell excellent products and provide good customer service, then you will be building your business and maintaining a good reputation. If you already offer incentives for people through the quieter months,


communicating those deals to customers is almost certainly heavily focused on an online presence. Nevertheless, after we've all waded through websites, facebook pages, twitter feeds and emails, faceto-face is far better than any other type of marketing. That's why we focus our promotional strategy on tradestands at as many shows as is practical for us. Booking space is closely followed by communicating with customers as it’s vital they know where we are going and when. It's essential to recognise our target audience too, as that determines which shows will put us in front of the right new prospects and at what point in the season. We like to know the demographics of a show's visitors to ensure a good match. It’s also vital to keep a record, not only of new leads and sales, but also the weather at shows. Weather definitely affects tradestand traffic and sales; so when you're evaluating results at the end of the season, don't automatically blame the venue if you have a bad show! Most of us tend to sell into the disciplines we know and are known in. So with a view to researching new markets, I spent the Christmas holiday looking at a sector in which we don’t do a lot of business. I was studying what equipment the riders are using and how we could acquire a larger share of that market by making the products more effective, better quality and


ensuring the customers get what they want. I talk to a lot of people all the time, asking them what they use, why they like it and, more importantly, what they don't like and what could be improved. Even if you, personally, don’t like something, as a business, you must provide for all needs, likes and dislikes. An exciting part of any new season is launching new products and seeing the results of months of development work. I honestly feel that this year, things are going to keep improving as confidence returns. I don't think people who have horses are any worse off than five years ago. Eventing was still balloting at the end of last season, dressage entries at the premier shows have remained buoyant and the showjumping venues I've been to recently have all been very busy. Dressage entries at the lower levels have changed, however, in that competitors are having to up their percentages to qualify for regional championships - and to do that they need more training.

Weather affects tradestand traffic and sales; so don't automatically blame the venue if you have a bad show! Riders generally don't compete unnecessarily any longer. I, for one, am encouraging people to spend more on training, rather than on competing, as the horses develop a better way of going and that can only be good for welfare. We in the trade all need to be aware of what's going on in the competition world, to recognise where the growth is and what the trends are, as those are the areas of opportunity for growth. Let's just hope the weather is benign this year as we move into Spring and that 2014 turns out to be a truly vintage season.

ABOUT THE AUTHOR SUE CARSON is the managing director of the business she founded, Sue Carson Saddles. She trains horses and riders in dressage, has competed up to international grand prix level and is a List 1 British Dressage judge. Sue became involved with her family’s horse dealing business when she was nine and later worked in the family tack shop. She has been saddle fitting for 25 years and acts as an expert witness in equine legal cases.


County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.

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 NEC, Birmingham, UK 16-18 February 2014

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

Plan your visit with ETN’s official preview • Pull-out floorplan and exhibitor list • Full show timetable • Feature areas, fashion show and seminars • Horse demonstrations and awards • What to see: stand by stand guide • New products, key people • Make the most of your visit


CONTENTS VISITOR FACTFILE & SHOW TIMETABLE Essential show guide . . . . . . . . . . . . . . . . . . . 51 NEWS & PREVIEWS Highlights and must-see features . . . . . 52 WHY I GO TO Retailers reveal how they ‘do’ the trade fair

. . . . . . . . . . . . . . . . . 54

BEHIND THE SCENES Fascinating facts about the NEC, Birmingham . . . . . . . . . . . . . . . . . . 56 FASHION SHOW PREVIEW What to see on the catwalk. . . . . . . . . . . . 58 WORLD HORSE WELFARE . . . . . . . . . . . 62 LIST OF EXHIBITORS . . . . . . . . . . . . . . . . . 64 EXHIBITION FLOORPLAN Your map of BETA International 2014 . . . . . . . . . . . . . . . 65 OUTDOORS COMES INDOORS Profiling exhibitors from the outdoors sector . . . . . . . . . . . . . . . . . . . . . 69 MEET THE SPONSORS . . . . . . . . . . . . . . . 72 EXHIBITOR PROFILE

. . . . . . . . . . . . . . . . . 74

BETA International 2014

INNOVATION AWARDS Who’s judging the ETN sponsored accolades? . . . . . . . . . . . . . . . . . . 76


BETA INTERNATIONAL 2014 BY NUMBERS… 35 Number of exhibitors: 270+ Exhibitors from outside the UK: 68 New exhibitors for 2014: 100 Years established:

73 Products in the Shires New Product Gallery: 80 Scenes in the Equi-Thème Fashion Show: 11 Exhibition days: 3 Appearances by War Horse: 6 Live horses in the demonstration arena: 2 CPD seminars: 2 Circumference around show: 594.02 m Pet exhibitors: 16 Accredited press: 100 Country clothing/outdoor exhibitors:

HORSE DEMONSTRATION & SEMINAR ARENA Where products come to life . . . . . . . . . . . 78

ETN sponsored Innovation Award categories


Visitors expected:

. . . . . . . . . . . . . . . . . . . . . . . . 81

WHO’S WHO Meet the people who make the trade fair happen . . . . . . . . . . . . . . . . . . . 82


5,000 Eating places and bars: 5 Years Neue Schule has been main sponsor:


. . . . . . . . . . . . . . . . . . . . 83

STAND-BY-STAND GUIDE. . . . . . . . . . . . 84

2015 date:


Feb 22nd - 24th

(Figures quoted correct at time of going to press)


BETA International 2014 takes place at the NEC, Birmingham on Sunday, Monday and Tuesday, 16, 17 and 18 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.

HOTELS BIRMINGHAM and the surrounding areas have hotels for all budgets. Whether you wish to make your 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

ADMISSION THIS is a strictly a trade only exhibition; admission is free upon pre-registration at or if unregistered £10 per day, per company on entry. Preregistering 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.

EATING, DRINKING, NETWORKING… THE TopSpec Coffee Shop is the ideal place to meet colleagues and contacts while you refresh and refuel. There are also bars and various fast food outlets within the exhibition halls.


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.

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 and

Sunday, 16th February 10.00.......The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 10.40.......An audience with Sophie Webster (side saddle rider) presented by Neue Schule * 11.00.......Fashion Show sponsored by Equi-Thème 11.30.......Seminar – ‘Consumer rights – and wrongs. Is the customer always right?’ * 12.10.......War Horse * 14.00.......Fashion Show sponsored by Equi-Thème 14.01.......Charles Owen * 14.20.......World Horse Welfare * 14.55.......War Horse * 16.30.......Fashion Show sponsored by Equi-Thème

Monday, 17th February 10.00.......Neue Schule Press Breakfast (press only) 10.00.......The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 11.00.......Fashion Show sponsored by Equi-Thème 12.20.......SQP CPD seminar – ‘Profitable management of wormer resistance’ (10 points available) * 11.50.......War Horse * 13.40.......An audience with Sophie Webster (side saddle rider) presented by Neue Schule * 14.00.......Fashion Show sponsored by Equi-Thème 14.44.......Charles Owen * 15.05.......War Horse * 16.30.......Fashion Show sponsored by Equi-Thème 17.15.......Neue Schule ‘Expert Bitting Adviser of the Year’ Award presentation The Wine & Hamper Company Best Stand Awards presentation The Equestrian Trade News Innovation Awards presentation All presentations on the Fashion Show stage

Tuesday, 18th February 10.00.......The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 10.40.......An audience with Sophie Webster (side saddle rider) presented by Neue Schule * 11.00.......Fashion Show sponsored by Equi-Thème 11.50.......War Horse * 12.20.......SQP CPD seminar – ‘Profitable management of wormer resistance’ (10 points available) * 14.00.......Fashion Show sponsored by Equi-Thème 14.44.......Charles Owen * 15.05.......War Horse * *to take place in The Charles Owen Learning Centre @ the Horse Demonstration & 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 2014

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.



Welcome to the show…



Welcome back War Horse VISITORS and exhibitors are in for a treat as War Horse returns to the trade fair. The hit West End production will play a starring role on each of the three days, giving everyone the opportunity to meet the play’s leading puppet, Joey. “We are thrilled that War Horse has agreed to pay us a return visit,” said BETA International organiser Claire Thomas. “It was an absolutely tremendous experience when the crew, puppeteers and Topthorn appeared in 2012 and we are looking forward to a repeat performance – only this time with the show’s main character.” Joey is one of several life-size puppets that star in the spectacular production based on the novel by Michael Morpurgo. The play was originally performed at the National Theatre, London, and is now on a regional tour, visiting Birmingham, Salford, Edinburgh, Southampton, Dublin, Sunderland, Bradford and Cardiff, until July 2014.

Seminar addresses retail returns ‘RETURNS’ is the subject of a new retailer seminar at BETA International next month. Presenter Sylvia Rook, from Trading Standards, will look at retailers’ rights as well as those of their customers. This seminar, designed to help traders distinguish between unwanted gifts and the genuinely faulty among other issues, takes place on Sunday, 16 February. There’s no need to book, just turn up on the day.

Free coach travel FREE coach travel is on offer to BETA International visitors. Return services, with on board refreshments and toilets, will operate from Norwich, Exeter and Carlisle on Sunday, 16 February. There will be time-tabled pick-up points en route. For details, contact Jackie Woolley, tel 01937 582111 email

Which will be best stand? EVERY exhibitor is automatically entered for the Best Stand Awards, sponsored by The Wine and Hamper Company. There are two categories – the Best Large Stand (32 square metres and over) and Best Small Stand (under 32 square metres). Judges are Tony Morley, of the sponsoring company, and a representative from World Horse Welfare.

BETA International 2014

Looking for new products?


YOUR first port of call should be the Shires New Product Gallery. Created by a team of visual merchandisers, the feature area illustrates how products might look instore. Each item is labelled to highlight on which exhibition stand it can be found; information sheets are provided as a handy reference guide. The Shires New Product Gallery displays items introduced to the market during the 12 months preceding the trade fair. It’s not connected with the Innovation Awards... ...talking of which, don’t miss the ETN sponsored BETA International Innovation Awards presentations on the fashion show stage (see timetable).

SQPs: gain CPD points SQPs [suitably qualified persons] can gain CPD points by attending AMTRA-accredited seminars. ‘Profitable Management of Wormer Resistance’, presented by animal medicines expert Jim Wishart on Monday 17 and Tuesday 18 February, is worth ten points. There’s no need for SQPs to book places for the 75minute seminars, but they should bring their AMTRA number to register their attendance. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Early bookings bring savings for 2015 COMPANIES that would like to exhibit at BETA International 2015 can make considerable savings with the show’s early commitment scheme, which delivers a handy 2.5 per cent discount on stand prices. To qualify for this money-saving initiative, stand space must be booked by 14 March, 2014 and deposits paid by 1 October, 2014. Full payment should then be made by 5 December. Exhibitors that comply with all deadlines will receive their discount in the form of a rebate payment made during March/April 2015. “The scheme is a tremendous incentive for exhibitors to sign up promptly for next year’s show, while allowing us to demonstrate our support and commitment to members of the trade,” said BETA International organiser Claire Thomas. • BETA International 2015 takes place at the NEC, Birmingham from 22 to 24 February. Contact James Palmer for details, telephone +44 (0)1937 582111 or email


“Anyone serious about retailing must go to BETA International...” From buying trip to social occasion, retailers have different reasons for visiting BETA International. Penny Richardson finds out how two of the UK’s most experienced visitors ‘do’ the show. Lynda Mortlock is one of the first in on day one, and among the last to leave on day three.

or Lynda Mortlock of Essex retailer Ingatestone Saddlery Centre, a trip to BETA International is a must. “I wouldn’t miss it for the world,” she says. “It’s so important to support the trade and it’s a great opportunity to source and order new products. “A trip to BETA International also saves me a hell of a lot of time. I spend three days at the NEC and would probably spend a fortnight on the phone making the same amount of orders.” It’s not all work for Lynda, though. “I don’t feel the slightest bit guilty about the fact that I also use it as a social occasion. One of the nicest things is catching up with people I may not have seen for 12 months,” she says. Lynda believes every retailer should try to visit the fair. “I can’t believe how anyone can be serious about the job and not go,” she says. “I love it. I’m one of the first people there on day one and one of the last

BETA International 2014



Paul Bentham: “Think about what your customers really want before ordering.”

to leave at the end of day three.” Paul Bentham, Lancashire-based marketing director for retail giant Robinsons Country Leisure, agrees with Lynda. “It’s inconceivable that anyone who calls themselves a serious retailer wouldn’t support this fair,” he says. “Even if you aren’t there to buy, there are so many things to see and people to talk to.” Paul spends two days at BETA International every year, while the Robinsons’ buyers are active for all three days —though they aren’t necessarily there to buy. “We don’t order at the show as a rule because I would hope that we’re already on trend at the start of each year, but there’s always the chance of picking up new ideas,” he explains. “I’m not in a buying role, so I visit mainly to catch up with anything worth seeing and chat to colleagues from other companies. I suppose you could call it a chance to have a good gossip about what’s going


on in the trade!” Lynda says that although international interest had dropped off slightly over the past few years, the European customers have started to return to BETA International. “I believe the tide has turned,” she says. “They do have lots of choice in Europe, but we want and need the foreigners back at the fair and things are definitely improving on that front.”

Added attractions Lynda and Paul have both seen plenty of changes over the years, not least the addition of attractions such as fashion shows. “I’m quite a traditionalist and I like the fact that stands are often in the same place and manned by the same people every year; I do watch some of the shows and demonstrations. I think the trade fair would be a poorer place without them,” says Paul. As a buyer, does Lynda find the sheer range of products on display slightly daunting?

“When you arrive, it’s easy to ask yourself: ‘Where do I start?’ and I have got over-excited and ordered something I shouldn’t in the past,” she admits. “Everyone makes mistakes and I’m certainly no different, but I’m a decisive sort of person and when I order something I live with it. When you’ve been in business as long as I have, you couldn’t possibly have got things right every time!” Although she is such a fan of the show, if she were in charge, there’s one thing Lynda would change. “The date. It happens at half-term and people quite often have to take their kids,” she says. “I am firmly of the opinion that kids and business don’t mix well!” Paul, however, thinks that there isn’t a lot wrong with BETA International. “For the size of the industry, this trade fair is as good - if not better - than any other,” he points out. “It’s up to us to use it or lose it.”

Tips for a successful visit LYNDA SAYS: If you can, go for all three days. On day one, walk round the tradestands. Avoid talking to any sales staff, but get a feel for what’s on offer and what seems to be in fashion. After one walk round you might say to yourself: “Pink’s in vogue this season,” and then you can think how products in that colour would fit into your shop. Don’t order from the first stand you come to. When I first went, I used to say: ‘Oh, that would sell well’ and place an order. Then I’d walk a few yards further and find that I could have done a better deal for virtually the same product. Try not to get overwhelmed by the number of stands and products on offer. Take a deep breath, concentrate, spot what you want, take a note of which stand it’s on and go back later and negotiate the best deal.

Walk around the show and get a feel of what’s on trend before buying.

PAUL SAYS: Think about what your customers really want before ordering. We have stores in the north and the south and I wouldn’t say there’s a north/south divide when it comes to equestrian sales. Sometimes it’s much closer and riders in Yorkshire might want completely different things to those in Lancashire. In horses, it’s more a discipline type of divide. If you have lots of show jumping venues in your area, you might consider stocking more sheepskin and bling, for instance! But there are obviously regional differences in every trade. When it comes to ordering, “think supermarket”. Would Tesco customers in Penzance buy the same amount of porridge as those in Aberdeen?


Making an exhibition of itself

The National Exhibition Centre (NEC) in Birmingham – home of BETA International - is one of Europe’s finest event centres. ETN takes a peek behind the scenes. ETA International is one of 140 trade and consumer shows plus 400 conferences and live events to be held annually at the NEC. Over the years, 2.1 million people have been to the West Midlands venue for business and pleasure. From top dogs at Crufts to global superstars in concert, motor shows to international tennis tournaments, the NEC has hosted them all. A huge part of the NEC’s appeal to exhibition organisers is its flexible space. Vast areas within its halls provide a blank canvas on which shows can grow. The NEC’s vital statistics are impressive. It can provide 186,000 square metres of covered indoor space across 20 interconnecting halls and 34 conference suites. Outside there are 160 acres of hard standing and 75 acres of woodland. On site, the NEC is akin to a small village. There are 16,500 car parking spaces with shuttle buses whisking visitors to the halls, catering and business services [free Wi-Fi in the halls is a recent addition] and outlets such as Starbucks, Subway and J D Wetherspoon. You can even take a walk by the lake.

BETA International 2014



Reaching the NEC is a doddle; 75% of the UK’s population lives within a three-hour drive. The centre is adjacent to Birmingham Airport and Birmingham International Train Station; while the M6 and M42 motorways are on its doorstep. International visitors attending the trade fair already know just how easy it is to reach this venue from Europe. A runway extension at Birmingham Airport will open up routes to the USA’s west coast and China.

£150m development Work is already underway on the site’s ‘Destination NEC’ masterplan. The UK’s first integrated destination leisure and entertainment complex will be known as Resorts World Birmingham. The £150 million development will comprise a seven-storey edifice housing a casino, four-star 180 bedroom hotel, designer outlet with 45 retail units, 11 screen cinema and banqueting and conference facility. Resorts World Birmingham is due to open next April (2015) and is expected to create 1,100 new jobs.


NEC timeline 1970 – NEC design team appointed 1971 – Planning permission granted 1973 – Prime Minister Edward Heath unveils a plaque to mark the start of construction work 1975 – The first seven halls are completed 1976 – HM The Queen opens the NEC. The centre’s longest-running show, Spring Fair International, takes place for the first time. 1978 – HRH The Duke of Kent opens the first NEC Motor Show 1980 – LG Arena, now home to Horse of the Year Show, opens on the NEC site 1985 – Tennis World Young Masters is televised from the NEC; Boris Becker takes the title 1990 – The Clothes Show opens 1991 – Crufts moved from Earls Court to the NEC 1993 – Halls 9 – 12 open 1995 – BETA International moves from Sandown Park to the NEC 1998 – Halls 17 – 20 open 2001 – Hall 16 opens 2011 – Casino license for Solihull granted to Genting UK, the NEC Group’s casino partner in Resorts World Birmingham 2014 – BETA International takes place on 16 – 18 February



to be

Bang on trend and ready to cut a dash, country clothing is revved up and ready for the runway at this year’s trade fair. ETN looks at what’s on offer.

WOWED! he Fashion Show brings some of the finest country collections to BETA International, with tweed and quilting, waxed cottons, fur fabrics and knitwear all crafted into beautiful garments for leisure or rider wear.


Sponsored by Ekkia under its flagship brand Equi-Thème, the Fashion Show is the perfect way to take in designs from some of the industry’s most famous names.

Puffa Country Sports: Ladies Rosedene jacket Full-length jacket with faux fur trimmed hood Stand: Q3.1

BETA International 2014

Airowear: Hickstead


New design body protector for the showjumping circuit Stand: L2.1

Horseware Ireland: Platinum Collection Dinah sweater made from natural fibres with a striped design Stand: E7.1

Don’t forget to look out for the great range of accessories taking part in the show, too! FEBRUARY 2014 EQUESTRIAN TRADE NEWS

● Its design department has two dedicated designers who work on equestrian garments

and horse equipment. ● This summer, Ekkia features four clothing collections – Equit’M (high-end range from Equi-Thème), CS15*, So Chic (for fashionable girls who ride) and WEG (for World Equestrian Games fans). ● Ekkia owns 83 per cent of the brands it offers. ● It distributes its WEG clothing range to 70 countries.

Ekkia: Equit’M


Sponsor Factfile: Ekkia

Elegant jackets with ‘M’ embellishment and detailing Stand: E6.1

BETA International 2014



FASHION SHOW BETA International 2014 60

Toggi: Grafton

Tredstep Ireland: Symphony Collection

Stylish padded jacket with detachable fur collar Stand: F6.1

Symphony Argenta breech and competition shirt Stand: L7.1

Sherwood Forest: Ladies’ Malham jacket

Harry Hall: Malton jacket, Chester jodhpurs, Drift boots

Country sport field jacket Stand:Q3.1 FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Waterproof jacket with zipped front Stand: H4.1


Jack Murphy: Bernadette waxed jacket Snug jacket with quilted design featuring patch pockets with tab and press stud fastenings.

Stand: P4.1

Stylish jackets with striped cuffs and World Equestrian Games branding Stand: E6.1

Caldene: Helmsley jacket, Chelsea breeches and Estate country boots Belted jacket with faux fur trim. Stand: H4.1 EQUESTRIAN TRADE NEWS FEBRUARY 2014

BETA International 2014

Ekkia: WEG Collection



A practical approach to welfare World Horse Welfare – BETA International’s chosen charity for 2014 - has been helping horses worldwide for 86 years.

BETA International 2014

Last year WHW saw a 72% rise in the number of welfare cases while people re-homing horses dropped by a quarter. The charity’s president HRH The Princess Royal led by example by rehoming WHW Annie, a Welsh Cob mare. To find out more about re-homing, visit www.worldhorsewelf or call 01953 497238.



orld Horse Welfare (WHW) improves the lives of horses through education, campaigning and hands-on care. Its approach is practical and focused on delivering lasting change across the

horse world. In Britain the charity’s field officers investigate reports of horse welfare concerns, advise owners and rescue horses that have been neglected or abused. The latter are taken into the charity’s four centres in Norfolk, Somerset, Blackpool and Aberdeen for urgent specialist care. WHW’s Rehabilitation and Re-homing Scheme finds new homes for more than 200 horses a year. The horses remain under the charity’s supervision and can be returned to its centres if the re-homer’s circumstances change, thus always safeguarding the welfare of the horse. Internationally WHW improves horse care and livelihoods in some of the world's poorest communities. An estimated 100 million working horses, donkeys and mules are used all over the world to transport goods and people. The charity’s international teams help to improve the welfare of these horses by teaching their owners how to better care for them, and help the community develop the skills and services necessary to provide their working horses FEBRUARY 2014 EQUESTRIAN TRADE NEWS

with appropriate shoes, tack, nutrition and veterinary treatment. The aim is for the expertise to be handed down for generations to come. WHW actively supports the responsible use of horses in sport. As an independent welfare advisor to the International Equestrian Federation (FEI) and the British Horseracing Authority (BHA), WHW works to ensure the welfare of the horse is paramount over all other considerations, commercial or competitive. WHW has a long and successful history of campaigning for better laws to protect horses. The charity’s founding campaign led to the introduction of the Exportation of Horses Act in 1937, effectively stopping the indiscriminate export of live horses for slaughter from Britain. The charity continues to campaign to end the long-distance transportation and suffering of 65,000 horses across mainland Europe to slaughter each year, calling for horse meat to be transported ‘on the hook’ rather than ‘on the hoof’. Another campaigning success was realised in November 2013 when the Tripartite Agreement which allowed the free movement of horses without health checks between the UK, Ireland and France was restricted. From May 2014 it will

This Floorplan and Exhibitors’ List is correct as of 22nd January 2014. E&OE STAND NAME


StandLocation StandName AKI P11.3 E8.8 A S International Abbey England G10.1 G11.1 Abbey England Absorbine E2.2 J10.2 Adam Ellis of UK Saddles Ltd Agrihealth (Incorporating E Palin) D4.2 E3.3 AIM Equine Network Airowear L2.1 E2.4 Al Basti Equiworld Alan Paine Country Collection Q7.1 A3.1 J.A. Allen Albedo100 Reflective Sprays B4.3 Albert Kerbl GmbH C2.1 C3.1 Aloeride Anderson & Co A2.2 E3.5 Animaderm-Derfen The Animal Health Company Ltd J10.4 P11.1 Arctic Fox Ardall C4.2 H7.1 Ariat Europe Limited Ariba Overseas E4.7 E8.3 Armstrong Richardson Wholesale N6.3 Ashwood Leather Aspfase B7.3 N7.2 Baleno Battles G4.1 Bedmax Shavings Ltd J1.3 Beris UK C3.2 P10.6 Black Yak Bliss of London Ltd J4.2 Bogs Footwear P8.1 Botanica International Ltd B4.1 Breyer Animal Creations L3.1 Bridleway Equestrian J4.3 British Country Collection H1.2 P1.1 British Equestrian Trade Association G7.1 Buffera Ltd P6.4 Carr & Day & Martin, Day, Son & Hewitt F2.1 Carrots M5.1 Casada C3.3 Cedar Clothing N6.4 Celtic Equine Supplies Ltd D5.1 Charles Owen & Co (Bow) Ltd K2.1 Chatham P8.3 Chrysalis Clothes Ltd P7.3 Citrus-Lime Ltd M1.1 Classic Showjumps E5.1 Cloakrooms H11.3 Commando Knitwear P9.7 Contigo N1.2 Coxmoore M2.1 Cueros Santa Cruz L9.1 Dainese E2.5 David Evans & Richard Taylor D6.1 De Niro Boot Co N6.1 Dee Two Ltd L11.1 Dengie Horse Feeds C3.4 Dock Of The Bay P3.3 DriMee Rug Dryers E9.1 Easitill Ltd N8.1 Easyspur /EasyTap /Easystuds D9.3 Eazitools F11.1 Ekkia E6.1 Ella and Cherry London M1.2 Emerald Green Feeds K11.1 Emman International E8.5 English Utopia Ltd M11.1 Enlightened Equitation L5.2 Equest & Equest Pramox M2.2 The Equestrian Index F11.3 Equestrian Trade News P1.1 Equi-Ads E11.1 EquiAmi Ltd D8.4 EquidGel E11.1A Equilibrium Products F3.1 Equine Careers D8.2 Equine Connexion C5.4 Equine Management Limited J11.1 Equine Productions Ltd. E3.6 EquiRex B3.1 EQUIscan E8.1 EquiSox and JockeySox D11.3 Equitana E5.2 Equi-vation C4.4 Equivida - Horse Balance D3.1 Equomed Lumark B5.3 Equus Health SSC Ltd D1.1 Equus Imports Ltd B5.1 Euro Plus D11.1



euro-star & Kieffer Fair Mare Products LLC Fairfax Saddles Ltd Fancy Dressed Fillys Faulks First Euro ( Manufacturers) Fjallraven / Hanwag Flint's Yard Floating Boots Freddie Parker Fulmart Feeds Fyna-Lite Gain Horse Feeds Gallop Equestrian Ltd Gizapaw Ltd Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Griffin NuuMed Limited Grubs & USG Gumleaf Clothing H K M Sports Equipment GmbH Harmony Equine Feeder Harpley Equestrian Ltd Harris Tweed Clothing Company Hatland Headwear Hay-Presto Heather Hats and Accessories Hilton Herbs Ltd Hippolia Cluster - Normandy Horse Hi-Tec The Hoof It Company Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse First Ltd Horse Health Horse Pilot Horse Tech International Horsecrocz Horseshape GmbH & Co. KG Horseware Ireland Horslyx Horsology Horze The House of Cheviot Ltd Hunter- Outdoor HV Polo Idolo Intelligent Retail Intertek J Arthur (PVT) Ltd Jacaru Australia Jack Murphy Jamiq International John Hanly & Co Ltd John Whitaker & Brogini JoJoSox Jumpstack Ltd & Nellie O' Neil K9 Horse Sweden Kanyon Outdoor LLP Keela Kevin Milner Countryside Card Collection Keyflow Kozi Kidz Kyron LFA Celtic L S Sales (Farnam) Ltd / Leslie Sutcliffe Lakeland Footwear Lansdown La Valencio Le Chameau Le Jabot & Stock Company Life Data Labs Likit Products Lillidale Animal Health Loddon Lord and Lady Muck Mackenzie & George Manna Pro Maplewood Mars Impex Mars/Storm Waterproofing Matchmakers International Ltd Matelia Industries Medilogic Mobile Warming Moshiki Hats / Wigwam Socks Natraliving Health Natural Animal Feeds Neue Schule Newlife Industries


L4.1 E3.1 F4.1 C5.1 C7.1 F1.1 K10.1 C1.3 C1.2 P11.4 A4.3 J1.2 C4.3 K7.1 F11.2 D10.4 E11.3 H3.1 D7.1 P2.1 M10.1 N2.1 E3.2 A1.1 P9.8 M3.1 F9.2 P10.5 E4.1 H10.2 P9.6 A7.3 F9.3 D7.3 P6.2 H1.1 H2.1 B2.2 N1.1 B3.4 B4.4 E7.1 J4.1 D3.2 K4.1 P8.2 K1.1 P9.1 E11.2 C4.1 K5.6 F11.1A P7.1 P4.1 E8.6 P6.3 F7.1 P10.2 B4.2 E3.5A M8.3 K10.4 A7.1 D9.2 K10.2 B1.3 A7.4 A2.1 Q10.1 P7.4 K9.1 M6.1 P9.4 F1.4 D10.1 F9.1 D8.1 B3.2 P10.7 E4.5 P11.2 E8.7 M10.4 H4.1 A4.1 E3.7 P11.5 K10.5 B1.2 H3.2 D2.1 A5.1



P3.2 Nikwax Waterproofing Olang Footwear K10.3 D11.4 Omega Alpha Equine B5.2 OnTyte Outback Farm & Country P10.8 L10.1 Oxford Blue P10.4 PC Racewear P J Pet Products D7.2 F9.2A POS Logistics F10.3 Pampeano Polo Parallax Plastics Ltd K5.3 Patrick Saddlery Ltd H11.2 J1.1 Peak & Brim Hats Pet Rebellion A5.2 D8.6 Photizo UK N7.1 Pittards PLC Plevin L1.1 Point Two / Equine America F10.2 K6.1 Premier Equine International Ltd Prestige Italia J10.1 Professional's Choice F9.4 C7.2 Racesafe L9.4 Ramblers Clothing Redpin Publishing Ltd J5.3 M9.1 Regatta Ltd E9.3 Regent Footwear/Sanders & Sanders Replan (UK) Ltd B7.4 Retail Fusion C5.2 M3.2 Rockfish Rocky Rugs K3.2 E4.6 Rolltack Ruth Lednik M10.3 F1.2 Saddle Clinic Saddle India E8.4 The Saddlery Training Centre H11.4 E4.3 Safecare Equine Grooming B3.3 Safety Release Ltd - Equi-Ping Salamo E8.2 Salutivia Ltd A4.2 Schockemöhle Sports GmbH H10.1 SealSkinz Limited N6.2 Seeland International A/S Q2.1 Shariq Tanners B7.2 Sherwood Forest Ltd & Puffa Country Sports Ltd Q3.1 Shires Equestrian Products J2.1 Silverfeet D1.2 Silverline Tack Inc D11.2 Silvermoor Equestrian Haylage C5.3 SiMPLEFEEDER D10.3 The Smart Bunker D8.5 The Society of Master Saddlers (UK) Ltd J11.2 Spooks F10.4 Stetson & Hardy & Parsons P7.2 Stormchase Ltd D8.3 Stud Buddy E3.4 SupaStuds Ltd F1.3 TRM E2.1 Tagg Equestrian G3.1 Target Dry Ltd M7.1 Tattini Equestrian M8.2 Taurus Footwear K9.2 Tayberry Outdoor Ltd P3.1 Tilley Endurables Ltd L10.3 Tilly's Whim F11.1B TimerGPS C1.1 Toggi/Champion F6.1 TopFlyght A7.2 TopSpec Equine Ltd J5.2 Tradewinds Outdoor Ltd K5.5 Tredstep Ireland Ltd L7.1 Treehouse J5.1 Trelawne Equine Ltd B7.1 Trespass J10.3 Trilanco J7.1 Tuffa Footwear Limited P6.1 Turtle Fur L10.2 Uncle Jimmy's Brand Products D3.4 Unipet International Ltd D4.1 USA eShop LLC P10.3 Vale Brothers Ltd M4.1 Verdo Horse Bedding B1.1 Verm - X D10.2 Vetericyn Animal Health E9.2 Waldhausen GmbH & Co KG B7.5 Walsh Products B5.4 War Horse D9.1 World Horse Welfare D9.4 Worldlink Equestrian Products Co, Ltd E4.4 Your Horse and Horse Deals K5.4 Zeeta International E4.2

These before and after shots of Basil speak volumes for WHW’s work.

apply only to ‘high health’ horses such as registered Thoroughbreds and FEI competition horses, which will help shut an open door to equine disease. It will also protect vulnerable horses whose transportation between the three countries is sometimes a cover for illegal pursuits. In the wake of the horse meat scandal, WHW has worked with Defra towards an overhaul of the horse passport system and a new, improved central equine database. There are an estimated 6,500 horses at risk of neglect or abandonment across England and Wales. WHW and other charities are urging the public to re-home horses, and for government to tighten up horse identification so irresponsible owners are held to account, and to bring in tougher laws against fly grazing. Education is on-going with campaigns to help horse owners manage their horses’ weight, protect against disease, plan for euthanasia and make the right choices around breeding from their horses. ● Visit World Horse Welfare on stand D9.4 to find out more. On Sunday, 16 February some of the charity’s rescued and rehabilitated horses available for re-homing will be in the arena.

When charity’s good for business WHW seeks partnerships and corporate support from companies keen to show a commitment to horse welfare. Businesses can sponsor WHW high-profile events or donate a prize to the cause. You and your staff could join one of the charity’s challenge rides, provide sponsorship or run a marathon or a 10k race. Retailers and feed merchants can help such by displaying WHW collection tins and allowing local fundraisers to advertise their event, selling raffle tickets or donating prizes. Manufacturers could donate a percentage of the sale of a particular item or range, labelling it as being sold in aid of WHW.

COMES INDOORS BETA International’s outdoors presence at the NEC continues to grow year on year. ETN looks at some of the exhibitors from this vibrant sector. Keela Stand: K10.4 Samantha Fernando, sales director

Keela outdoor wear is made from technical fabrics and worn by organisations such as Mountain Rescue.

Trespass offers an extensive range of fashionable outdoor wear for all the family.

Q: How long have you been exhibiting at BETA International and why did you choose to do so? This will be our first time. We have a new and very exciting bush and country collection that we will be

Q: Tell us something about the company. The company was established in 1938 and the head office can be found in Glasgow. We make outdoor clothing and skiwear for all the family. Our key customers have always been outdoor stores and department stores. In more recent years, we have been selling more casualwear in addition to our outdoor lines and our most popular garments seem to be jackets and fleeces. Trespass trades in more than 60 countries and has agents and distributors around the world. Q: How long have you been exhibiting at BETA International and why did you choose to do so? This will be our second year. We

launching at the show, as we think it will really appeal to trade visitors. Q: Can you provide an overview of what you will be bringing to the show. We will be bringing a new outdoor collection that has an emphasis on multi-sports. Today’s outdoor enthusiast likes to take part in a much wider spectrum of outdoor activities compared with a generation ago. We are finding that consumers can run in the week and then go camping or cycling at the weekend. Q: Why should BETA International visitors come to your stand? They should come along to see something that little bit different from a British manufacturer and find out how we support our retailers, who are our lifeblood. We are a large exporter, but we would also like to establish new opportunities in some key territories overseas.

believe that the product range we carry is perfectly suited to the BETA International customer profile. Q: Can you provide an overview of what you will be bringing to the show. We will have stylish, waterproof outdoor wear for men, women and children, along with a wide range of footwear. Q: Why should BETA International visitors come to your stand? With our extensive product range, we have goods suitable for all buyers visiting the trade fair and, with the massive stock we carry, we have product ready for immediate delivery. There are excellent margins to be had and support with POS is available.


BETA International 2014

Jacobs and Turner T/A Trespass Stand: J10.3 Paul McKean, key account manager

Q: Tell us something about the company. Keela has been established for 24 years and is based in Glenrothes, Fife. We are specialists in the manufacture of technical clothing for the outdoors and our System Dual Protection jacket completely revolutionised outdoor apparel and is the reason we won a Queen’s Award for Innovation. Our customer profile has changed slightly in this economic climate, with consumers veering away from cheaper, throwaway products and moving towards good-quality products at a value-for-money price. This shift in perspective has worked well with Keela’s core strengths.




Fjällräven’s first outdoor garment, the highly functional Greenland jacket, remains a bestseller.

Q: How long have you been exhibiting at BETA International and why did you choose to do so? We exhibited for the first time in 2013, as we believe that it provides us with a

Target Dry Stand: M7.1 Johnny Breen, sales director

BETA International 2014


Q: Tell us something about the company. Fjällräven was founded in Ornsköldsvik, northern Sweden, in 1960. Our head office is still in Sweden, but the UK office – Rosker Ltd – is located in Gosport, Hampshire. We specialise in timeless, durable and functional outdoor clothing and equipment designed to last several generations. An outdoor brand at heart, our customers have historically been specialist outdoor stores, but the brand is also popular with shooting and lifestyle stores, thanks to its durable and timeless Scandinavian designs. One of our first outdoor garments – the highly functional Greenland jacket – remains a best-seller.

Fjällräven (Rosker Ltd) Stand: K10.1 Ralph White, managing director

Target Dry’s Aintree ladies’ coat is typical of the stylish, waterproof clothing offered by the brand.



Outdoor exhibitors at BETA International include:

Fjällräven Keela Target Dry

great opportunity to showcase our extensive range of outdoor and country clothing to the equestrian and country lifestyle retailers. The brand offers a great fit with this market! Q: Can you provide an overview of what you will be bringing to the show. We will be showcasing the heritageinspired Greenland collection and the Numbers collection. Our bestselling Kånken day pack will also be on display. Q: Why should BETA International visitors come to your stand? They will be able to find out more about the many benefits of becoming part of our stockist network. In addition to geographical exclusivity, retailers can enjoy high and consistent profit margins, with no need for discounting. We also offer five-star advertising and marketing support, and highly focused and attentive customer sales service and staff training.

Q: Tell us something about the company. Target Dry was set up 26 years ago and is based in Belfast. We specialise in stylish, waterproof clothing under our eponymous and Mac in a Sac brands. Our core customers are independent retailers from the outdoor, country, equestrian, fashion, sports, leisure and childrenswear markets. We are best known for the Mac in a Sac range of products. It is undoubtedly our bestselling item and key in our export business. In the equestrian and country sectors, our caped Outback and Outrider coats are very strong. Our consumer customer profile is certainly younger and more stylish than it was five years ago and our subtle move upmarket is reflected in the profile of many of the customers we are adding to our stockist portfolio. We are very much an international company, with export a vital and growing part of our business.. Our products are currently distributed to almost 40 different countries. Q: Why have you chosen to exhibit at BETA International? There is a core group of high-

Trespass Buffera Nik-Wax

quality key customers and it is very important that we meet them early in the season. The trade show is perfect for this and it is here where it really delivers for us. The business that we generate through follow-up is very important to our company and helps us to get each year off to a strong start. Q: Can you provide an overview of what you will be bringing to the show. Our new, upgraded and restyled autumn/winter 2014 caped Outback and Outrider coats will really excite customers looking for a more subtle look and a higher perceived value. Q: Why should BETA International visitors come to your stand? The diversity of our ranges offers new opportunities for customers to broaden their retail offering. We work hard to protect healthy margins for retailers and they can come along to find out more about our value-for-money trade prices and great SRPs. We keep realistic stock levels and are introducing bespoke instore displays.

Kozi Kidz Arctic Fox Contigo

Hi-Tec Storm DFX (Mars/Storm) Regatta

MEET THE SPONSORS BETA International 2014 72

Meet the sponsors BETA International is supported by some of the equestrian industry’s most famous names. ETN finds out a little more about them... Main Sponsor Neue Schule Stand D2.1 BETA International 2014 sees bitting specialist Neue Schule making its début as main sponsor. The company, based in Stokesley, North Yorkshire, was established in 2000 by Heather Hyde, a bitting expert who had previously introduced the country’s first bit bank in the late 1990s. The name Neue Schule means “new school” in German, giving a definite nod to the company’s pioneering approach to bit design, with increasingly accommodating profiles and the use of cutting-edge materials. Using state-of-the-art engineering knowledge and equipment, coupled with 3D CAD programmes, Neue Schule is capable of creating bits that deliver the exacting performance required by its customers. Design concepts are made into 3D models before being manufactured into bits favoured by many riders, from happy hackers to professional equestrian athletes. Every Neue Schule bit component is cast from its own unique mould and made from Salox Gold, a metal that has been specifically designed for use in the horse’s mouth. Its high-thermal conductivity allows the bit to reach blood temperature rapidly and feel less like a foreign object. Neue Schule is committed to excellence and education, and has developed innovative tools to enable knowledgeable bit selection by retailers and riders. It sponsors several high-profile riders from a wide range of disciplines, such as eventer Nicola Wilson, dressage rider Richard Davison, endurance star Catriona Moon and driver Amanda Saville. As part of its drive to support the equestrian trade and raise the profile of the professional bitting adviser, Neue Schule launched its national Bitting Adviser of the Year award, inviting consumers to nominate the one they think deserving of this prestigious accolade. All shortlisted finalists have been invited to attend BETA International, where the winner will be announced on the Fashion Show stage on Monday 17 February. The prize is £1,000 worth of Neue Schule products for the winner’s store, plus £1,000 worth of equestrian goods for themselves.

Best Stand Awards Sponsor The Wine & Hamper Company

RETURNING as Best Stand Awards sponsor is The Wine & Hamper Company. This Leicestershire-based company offers a wide range of gift sets and hampers for both the corporate and gift markets. It also runs a wine import and wholesale service. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Visitor Bag Sponsor Harry Hall - Stand H4.1 HARRY HALL – a brand noted for its timeless, everyday, essential riding gear – is the visitor bag sponsor for 2014. A wide range of outerwear, including jackets, gilets, jodhpurs and breeches, is the hallmark of this equestrian favourite with a popular portfolio of footwear and clothing for both equestrian and leisure wear.

Horse Demonstration & Seminar Arena Sponsor Charles Owen - Stand K2.1 CELEBRATED UK equestrian hat manufacturer Charles Owen returns to take up the sponsorship mantle of the Horse Demonstration & Seminar Arena where it will host the Charles Owen Learning Centre for a second year. This most famous of brands, noted for its prestigious range of British-made riding hats and helmets, is still a family-owned business, with Roy Burek, grandson of the founder, heading operations today. Widely regarded as a world authority on head protection, he ensures that the company ethos of fashion, fit and function is evident in every hat that leaves the factory. Charles Owen lends its support to riders from across the disciplines. Its most high-profile sponsorship is that of dressage golden girl Charlotte Dujardin.

Fashion Show Sponsor Equi-Thème Stand E6.1 THE stylish Equi-Thème brand belongs to French company Ekkia. It will highlight its flagship collection in the Fashion Show, which it will be sponsoring for the first time. The Equi-Thème range joins others in the Ekkia product portfolio, made up of 19,000 products, including comfortable, hard-wearing and distinctive garments developed and made in both Europe and Asia. Ekkia possesses one of the largest distribution operations in the world and has two warehouses, with a stocking capacity of 74,000 metres.

Innovation Awards Sponsor Equestrian Trade News (ETN) Stand P1.1 EQUESTRIAN TRADE NEWS, official media partner of BETA International, is the Innovation Awards sponsor. It has been the industry’s leading trade title for more than 30 years, with the latest news, opinion, CPD modules for SQPs, CCJ listings and a wealth of informative features. The magazine is mailed free to all retailers and BETA members, and available by subscription to bona fide members of the equestrian and associated trades. It is published by Equestrian Management Consultants (EMC), organiser of the trade fair and a wholly owned subsidiary of the British Equestrian Trade Association (BETA).

New Product Gallery Sponsor Shires Equestrian Products Stand J2.1 ROYAL Warrant holder and long-time BETA International exhibitor Shires Equestrian Products is the proud firsttime sponsor of the New Product Gallery. A family firm established by Malcolm Ainge, who still runs the company from its Herefordshire base today, Shires is one of the leading names in clothing and equipment for horse and rider. Its vast product range includes rugs and bridles to riding hats and stylish country boots – all in a wide selection of styles and at affordable prices.

Coffee Shop Sponsor TopSpec Stand J5.2 TOPSPEC, a family business run by a team of highly knowledgeable and experienced nutritionists, returns as Coffee Shop sponsor. Only the finest materials are included in its large portfolio of products, which are made from specially devised formulations and manufactured to the highest European standards. Its product range includes balancers and supplements, which are trusted and respected throughout the equestrian industry, and used to improve the wellbeing and performance of all types of horse and pony.

Exhibitor Bags Sponsor Stand P1.1 THIS easy to navigate website is the home of two essential equestrian directories – the British Equestrian Directory (BED) for consumer use and the trade-only Trade Suppliers Directory (TSD), which is also available in a printed format. Both directories are packed with 1,000s of key contacts and offer opportunities for free listings and a wide range of advertising packages. Ask ED – the website’s cheeky pony mascot - is delighted that his image is gracing the handy cotton bags.

Official Vehicle Supplier SsangYong SSANGYONG launched its new Rexton W at the beginning of the year, building on the brand’s reputation for producing great value 4x4 vehicles with strong towing ability, seven seats and backed by a five year limitless mileage warranty. The SsangYong Rexton W is priced from £21.95. To find your local dealer visit

Official Clothing Sponsor Toggi Stand F6.1 FINEST Brands International’s Toggi and Champion ranges are two of the most famous and highly regarded names in the equestrian world. Toggi is well known for its leisure and rider wear, while Champion has played an integral role in the design and development of riding hats and body protectors for more than 30 years.

EXHIBITOR PROFILE BETA International 2014 74

Why we’re backing BETA International... TopSpec is one of the trade fair’s longeststanding supporters as exhibitor and sponsor. ETN talks to Nicola Tyler of the Yorkshire based company that also offers big cash prizes on its stand.

TopSpec remains a family run business. From left are Philip and Nicola Tyler with their daughter Katy Mickle with equine friends.

Q. TopSpec has been a supporter of BETA International since 2001. What are the benefits? A. Over the years, we’ve really enjoyed exhibiting at BETA International and have gradually moved to a larger stand as the business has grown. The show allows us to see many retailers and wholesalers under one roof in just three days. If we have launched new products in the run up to the trade fair, we can also showcase them on the stand and in the New Product Gallery just opposite us, thus highlighting them to visitors. As well as talking to visitors, BETA International is also great opportunity to network, socialise and meet like-minded people from the wider equestrian industry. It’s surprising what ideas you can get looking at apparently unrelated stands and chatting to their personnel. Our sponsorship of the TopSpec Coffee Shop has worked very well and is another way to gain extensive brand exposure

while visitors are taking a break and refuelling. Q. How can exhibitors make the most of BETA International? A. By grabbing the opportunity with both hands! A successful formula for us has been to run a competition on the stand, linked in to a new product launch. Regular visitors now know to come along and have a go at the latest challenge. These competitions have included everything from answering questions on a ‘word board’ about TopSpec products as quickly as possible, to grabbing flying balls. Exhibitors have won prizes from £1,000 cash (definitely the most popular) to theatre visits. It’s all about doing something a bit different and being creative. When you are well established in the market place and retailers think they know your product range, you have to try a bit harder – and if it provides a few laughs along the way even better! Anyone thinking about exhibiting for the first time


really needs to plan ahead and make the most of the opportunities that the organising team provides. Q. You’ve just launched two new feed balancers. What was the thinking behind the developments? A. TopSpec balancers try to be ‘all-inclusive’ to save horses the risk of unbalanced supplementation when several products are fed together and because it is more economic for the owner. For many years, TopSpec Comprehensive Feed Balancer has contained all the most-commonly needed specialised supplements, but when we brought out TopSpec Senior Feed Balancer we decided to also include the scientifically proven level of glucosamine to aid mobility. This proved to be so effective and such a success that we decided to bring out a low-calorie version, called TopSpec Senior Lite feed balancer, for the many elderly gooddoers we are now seeing on yards. We also decided to bring

out a joint balancer for younger horses that are working hard, as the inclusion of glucosamine in a balancer formula had been so successful. The market for this type of product is very significant. Q. The TopSpec team has grown significantly in the last 12 months. Please tell us about the team. A. The team is packed with experienced individuals who have been with us for many years backed up by a younger generation, keen to learn. I couldn’t be prouder of them; we’re lucky to have such a great bunch of people promoting TopSpec in every way. TopSpec is a family business and while adding significantly to the team we like to feel everyone at TopSpec is part of a bigger family. At head office, I and my husband Philip and our daughter Katy are supported by operations director Ollie Reade who has been with us from the start. Our secret weapon is Gil Wilson. So much more than a director’s PA, she runs the multi BETA-awardwinning helpline with

BETA International visitors can rest and refuel at the TopSpec Coffee Shop.

breathtaking efficiency. On the nutritional side I’m now assisted by our new veterinary nutritionist Anna Welch and nutritionist Olivia Yates, both of whom are bringing a delightful blend of youth and enthusiasm to the helpline, training and research projects. The accounts and sales support team includes Kathy Weidemann, Lorraine Spence, Karen Moody, Madge and Rachael Taylor. The sales team is headed by three regional directors – Kate Radford in the north, Jane Powell in the south west and Nic Read in the south east - who are supported by business development managers Corrie Green, Nicola Shuttleworth, Suzi Law, Finn O’Sullivan, Sarah Blackmore and Emily Bird. Will Humphreys was recently appointed as our Thoroughbred specialist. Q. TopSpec sponsors a number of riders and events. How has this helped to promote the brand over the years? A. Supporting both riders and events has always formed part of our marketing budget and we feel it’s helped us build the business and gain brand awareness and exposure. When deciding which riders to support from the hundreds of applications we receive, the first hurdle they must cross is that they are currently feeding TopSpec products and love the TopSpec approach to feeding horses. We will then start to investigate them more thoroughly. Although we favour sponsoring riders/horses, there are some events which fit our brand very well and allow us to be seen to be ‘giving back’ to our customers. We sponsor across all disciplines,

including a national dressage series, a major endurance festival, the Great Yorkshire Show, the TopSpec Show Hunter Championship at the Horse of the Year Show and the TopSpec Arena at Bramham International Horse Trials. The reason we favour sponsoring horse and rider combinations is that they demonstrate, to all who see them, how effective TopSpec products are. Because we only sponsor those who already love our products we find they are more than happy to recommend TopSpec to anyone that asks. Event sponsorship is mainly about brand awareness, plus the aforementioned ‘giving-back,’ and we certainly have some tough decisions to make. We concentrate on events which provide a good fit with our reputation for nutritional integrity, innovation, product brilliance, equine welfare and Yorkshire roots. Q. How does BETA International fit into your overall marketing strategy? A. BETA International allows us a totally unique opportunity to communicate with major players and decisionmakers on our route to market. Our presence has helped TopSpec to experience strong growth, even during difficult economic times.

New products and cash prizes ensure the TopSpec stand is always busy.


Highly prized awards ETN looks at the Innovation Awards and finds out more about this year’s judging panel. ETA International’s Innovation Awards are sponsored by Equestrian Trade News and designed to celebrate new products displaying flair, creativity, improved technology and inspirational invention. There are nine categories for 2014: Saddlery & Tack, Rider Clothing, Safety & Security, Feed & Supplements, Horsecare Equipment & [horse] Clothing, Pet Products, Country Fashion & Footwear, Rider Footwear & Chaps (new this year) and Other. Only exhibiting companies are eligible to take part in the awards, provided that items put forward are new to the market during the 12 months preceding the show and did not appear at BETA International 2013. The competition gets under way on Sunday, the first day of the show, as a panel of expert judges, chosen specifically for their expertise in a wide range of fields, considers each entry behind closed doors. The judging process is always a challenging one but, after much debate, the winners and highly commended entries are finally selected and announced on the Fashion Show stage on Monday 17 February. Winners receive a stylish engraved glass trophy and certificate presented by ETN editor Liz Benwell and advertising sales manager Nicki Lewis. They also claim the right to use the Innovation Awards logo in their marketing for the next 12 months. “The Innovation Awards are a real highlight of the trade fair and the energy and excitement they create is amazing,” said BETA International organiser Claire Thomas. “The sense of competition is keenly felt among exhibitors and visitors are always eager to find out exactly who has won. The growing number of entries is a great endorsement of this vibrant sector.” This year, the judging panel is made up of a veterinary surgeon, an international showing judge and rider, a medical doctor specialising in rider safety and a respected equestrian retailer.


Simon Wetherald SIMON is the owner of Bardsey Mills, a small, independent specialist equine feed company whose origins go back 400 years. An active and avid supporter of the feed industry and an early member of BETA, Simon is on the trade association’s feed and retail committees, and a member of council. He is chairman of the equine and pet health committee and was made the Virbac Equine SQP of the Year in 2013. Simon is also a member of AMTRA and a representative of E-SQPs who sell horse wormers through equestrian retail outlets. Keen on technology as a business tool, he considers himself forward-thinking while at the same time being “old school”.

BETA International 2014

Beth Pritchard


BETH works as a vet at a mixed practice in North Yorkshire where she has the best of both worlds – treating small animals and indulging her passion for equine medicine. She studied for a BSc in zoology at Durham University, then obtained a masters degree in animal reproduction, before gaining a degree in veterinary medicine from the School of Veterinary Medicine and Science at Nottingham University. Horses have always played an important part in her life and she has ridden since being a small child, competing in many disciplines. Today, she enjoys hunting and plans to set her young horses on a BE career this year. Beth is married to Nick Pritchard, director of Bramham International Horse Trials, with whom she enjoys spending leisure time walking, skiing and cycling in the mountains.


Michael Whitlock A CONSULTANT in emergency medicine at the South London NHS Trust, Michael qualified in medicine at Trinity College, Dublin, before going on to specialise in trauma. After writing an MD thesis in equestrian injuries in the West Midlands, he has become medical adviser to BETA and teaches on the trade association’s safety garment fitting courses. Michael was involved with setting up the original BETA standard for body protectors and he now sits on the European committees for helmets and body protectors. In addition to his ongoing research into equestrian head and body injuries, he acts as medical officer at many events in the United Kingdom and United States, including taking care of emergency services at Blenheim International Horse Trials. He is a keen rider and owner of two pure-bred Arab horses that have enjoyed great success in the showing ring.

Katie Jerram THERE can be no higher honour than to be asked to show the Queen’s young horses, but Katie takes it all in her stride. As an international judge, accredited trainer for the BHS and PUK, and a member of the SHGB showing committee, Katie possesses a wealth of equestrian knowledge and a vast amount of showing experience. She has broken and trained many HOYS winners and won many titles herself, including the Champion Hunter, Ladies’ Hunter Champion, Hack Champion and Supreme Champion. Katie professionally produces horses and rides them for their owners in the ring, as well as breaking and training horses for clients on her BHS-registered yard. Her book, Katie Jerram on Showing, was published last year and she is currently working on her autobiography and a book on stable management.


Where products come to life... Live horses, interactive demonstrations and useful seminars are presented by renowned equestrian commentator Phillip Ghazala in the Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena. ith a rolling programme unfolding over the show’s three days, there’s constantly something fascinating to catch in the arena.


BETA International has a knack of highlighting topical issues. Sunday sees a seminar of great appeal to retailers. Sylvia Rook, from Trading Standards, addresses 'Consumer rights and wrongs: Is the customer always right?' SQPs are catered for on the Monday and Tuesday with CPD points- earning seminars led by respected animal medicines legislation expert Jim Wishart. With recent changes to the ways in which wormers can be advertised and concerns about increased resistance to currently available drugs, this is one not to miss. On Sunday, World Horse Welfare presents rescued and rehabilitated horses and ponies looking for good homes. Representatives from the international organisation, BETA International’s chosen charity for 2014, will also explain more about their work. And of course appearances by puppets and actors from that national treasure, the War Horse stage show, will bring a true sense of theatre to BETA International. There is plenty of tiered seating at the horse demonstration and seminar arena, as well as standing room. The following are just some of a packed programme of daily live product demonstrations using BETA International’s resident horses.


Canada's best selling line of animal health formulas. The company was founded more than 20 years ago by Dr Gordon Chang who will discuss the safety and efficacy of using formulated, liquid herbal products. He will explain how Omega Alpha products start with herbs in the whole uncut form, and how the active ingredients are extracted and measured to ensure consistent, high quality formulas. This is a superb opportunity to hear Dr Chang who will be happy to answer questions throughout the session and later on the Omega Alpha stand.

Learning how to sell and display your existing stock more effectively, and seeing trends in the products offered, is vital for a thriving business.” Roy Burek of Charles Owen. ● Designed and created by the HORSEWARE team who

brought you Ice-Vibe, Sportz-Vibe is a portable massage therapy rug for horses. Ideal for warm up or recovery, it helps to prepare muscles for work and ease soreness and stiffness afterwards. Sportz-Vibe’s massage action is gentle enough that it won’t over-work a horse’s muscles, but will effectively reduce muscle tension. Removable massage panels mean specific areas can be targeted. Sportz-Vibe has two treatment settings, and can be used up three times a day. The rug is breathable, adjustable for horses of different builds and, once the panels and rechargeable batteries are removed, it’s machine washable. See it in action here.

● Teach-ins by DENGIE HORSE FEEDS highlight the benefits

of a high-fibre diet. The brand’s senior nutritionist Katie Williams joins Dr JoAnne Murray and Louise Bulmer, of Edinburgh University, to present results from a new study. Their research shows that not only are fibre diets essential for a healthy digestive system, but they also have a positive effect on equine behaviour. “Data from Dengie’s regular diet clinics show that excitable behaviour is the most common problem,” says Katie. “The effect of diet on behaviour has been studied in many species, including humans and rats, but little work had previously been done with horses. We were delighted that Louise and Jo-Anne were willing to investigate and pleased to see that the evidence echoes our own theory.” Harry the Gut – Dengie’s life-size replicate digestive system – will bring an interactive element to the teach-in. Pictured is Louise Bulmer with one of the horses, wearing a heart monitor, used in the study. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

● Catherine Hale, global equine specialist for LFA CELTIC and experienced equine nutritionist and animal science lecturer, has a particular interest in improving digestibility and feed efficiency. In this teach-in, Catherine will explain why it’s important to maintain good digestive health, as well as discussing how this can be achieved. LFA Celtic is a subsidiary of the Lesaffre group, the world’s largest manufacturer of yeast and yeast extracts. Its range of natural yeast-based additives (pictured) works by balancing intestinal bacteria, which, in turn, can reduce digestive problems and acidosis. This improves digestibility and animal health - ultimately resulting in improved well-being in the horse. Don’t miss this chance to learn from a leading equine nutritionist and a company at the forefront of technical innovation in animal feed.


TIMETABLE Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena 16th - 18th Feb

SUNDAY 16TH 10.00 - 10.16 10.18 - 10.38 10.40 - 11.00 11.02 - 11.10 11.12 - 11.20 11.30 - 12.00

● Roy French, a horse trainer of many years’ standing, invented the Tether Tie by Idolo as an extra pair of hands. “Something I could rely on which would not put the horse or myself in any danger,” is how he describes it. Here, courtesy of R.M. TRAINING, you can see the Tether Tie by Idolo in action with live horses. The new lightweight Tether Tie by Idolo is made of tough nylon. As an alternative to the ubiquitous baler twine, it enables horses to be tied up safely in a way that wouldn’t cause them harm in a panic situation. The Tether Tie works on friction, giving the horse as much release as he needs to feel safe and out of danger. When a horse pulls back without the release, he will continue to pull until something gives; so when he feels the release of the rope through the Tether Tie, he calms down almost immediately. See this fascinating display of an important aspect of horsemanship in the arena.

12.10 - 12.30 12.35 – 12.43 12.45 - 12.53 12.55 - 13.15 13.17 - 13.37 13.39 - 13.59 14.01 - 14.17 14.20 - 14.45 14.50 - 15.10

MONDAY 17TH 10.00 - 10.16 10.18 - 10.38 10.40 - 11.00 11.02 - 11.10 11.12 - 11.20 11.22 - 11.42 11.50 - 12.10 12.20 - 13.35 13.40 - 14.00 14.02 - 14.22 14.24 -14.32 14.34 - 14.42 14.44 - 15.00 15.05 - 15.25

● So many busy owners rely on lunging to work their horses.

But could they be achieving more? Come along to see this demonstration by EQUIAMI LUNGING AIDS for inspiration to pass onto your customers. As well as promoting engagement, developing topline and enabling a horse to work through its back in balance and selfcarriage, EquiAmi is simple to fit, use and adjust. In fact, it can be fitted to a horse prepared for lunging in less than two minutes; saving time for professionals and simplifying lunging for novices. EquiAmi self-centres so needs no adjustment for rein changes. The horse is always working in a soft, equal contact and the operator doesn’t need to adjust for bend. The kit comes in a hessian bag with a fully illustrated booklet and DVD showing how to fit and use. This is your chance to watch the experts work live horses in this patented product. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

TUESDAY 18TH 10.00 - 10.16 10.18 - 10.38 10.40 - 11.00 11.02 - 11.10 11.12 - 11.20 11.22 - 11.42 11.50 - 12.10 12.20 - 13.35 13.40 - 14.00 14.02 - 14.22 14.24 -14.32 14.34 - 14.42 14.44 - 15.00 15.05 - 15.25

Charles Owen Omega Alpha Equine Neue Schule Equi-Ami R.M.Training Seminar. 'Consumer rights - and wrongs. Is the customer always right?' Sylvia Rook (Sun only) War Horse Equi-Ami R.M. Training Horseware Dengie LFA Celtic Charles Owen WHW (Sun only) War Horse

Charles Owen Dengie Omega Alpha Equine Equi-Ami R.M. Training Horseware War Horse CPD Seminar. 'Profitable Management of Wormer Resistance' with Jim Wishart Neue Schule LFA Celtic Equi-Ami R.M. Training Charles Owen War Horse

Charles Owen Dengie Neue Schule Equi-Ami R.M. Training Horseware War Horse CPD Seminar. 'Profitable Management of Wormer Resistance' with Jim Wishart Omega Alpha Equine LFA Celtic Equi-Ami R.M. Training Charles Owen War Horse

The above times are correct when going to press but may be subject to alteration.

VISITOR TIPS Make the most of your visit

Regular BETA International visitors can skip this page, but the following tips might help one or two newbies... ● Pre-register at to get you in quickly ● Make a list of suppliers you know you want or need to see.

Then study this issue of ETN for ideas of which new companies or new products to check out. Make lists. ● The dress code for BETA International is ‘booted and suited’ business attire. Wear comfortable shoes - men as well as women. Beware thin soles, shoes that pinch, new shoes and really high heels. ● Take business cards, your phone, a notebook and pen, reading glasses, diary or electronic planner and a calculator. ● Check the notice boards and timetables as you enter the trade fair. Ask at the Information Desk if you are unsure of anything. BETA International organising team members are easy to spot in their corporate uniform – and are always happy to help. ● If you forget your ETN, you can pick up another copy at stand P1.1 – and enter a prize draw to win £1,000s worth of products for your store while you’re there. ● All that networking will give you a dry throat. So be sure to have a drink every hour or so. Never fear, there are loads of loos around the halls. ● Take a break from time to time. Meet and confer with colleagues, check your list of must-see stands, gather your thoughts and check intended orders against your budget. ● Allow time to take in a fashion show, seminar and horse demonstration in the arena. This is yet another reason to visit on at least two days. ● As well as looking at products, study the stands. There’s a wealth of merchandising ideas throughout BETA International, so check out exhibitors’ lighting, display methods, unusual props and clever use of space and colour. ● If in doubt, smile – and others will smile with you.


Well spotted! As the world’s equestrian trade congregates at BETA International, you never quite know who you might bump into. ETN looks at a few of the faces you might see. CLAIRE THOMAS As organiser of the show, Claire is a highly visible character in the halls – her presence is keenly felt from build-up to break-down. She remains on hand throughout to make sure that every aspect of the show runs as smoothly as possible. Delivering a positive experience for exhibitors and visitors is her priority. In her downtime, Claire enjoys watching Milo, her stunning, young event horse.

NICKI LEWIS As advertising manager of Equestrian Trade News, Nicki will be welcoming visitors to the magazine’s stand, as well as darting from one end of the halls to the other as she catches up with current and new advertisers. ETN is the official media partner of the show and sponsor of the Innovation Awards, so Nicki will join editor Liz Benwell to present the winners’ trophies. Nicki is something of a music buff, organising regular concerts in her home.

CLAIRE WILLIAMS As executive director of the British Equestrian Trade Association, Claire will spend a great deal of time highlighting the benefits of BETA membership to the show’s visitors. When she’s not working, Claire loves to ride her six-year-old Lusitano mare, Amarillo – Mello for short.

DEBORAH HAYWARD As BETA International press officer, Deborah Hayward is the link between the equestrian media and the show. She ensures that journalists are kept informed of all key events taking place on each day and helps to bring exhibitors’ products to the attention of the visiting media. Deborah lives in the Yorkshire Dales and spends a great deal of time walking her dog, Hattie, in the countryside around her home.

JAMES PALMER BETA International sales manager James is a familiar sight – and voice – to many exhibitors. He is their key contact from Day 1, guiding them through the exhibition process from the moment of booking to the last moments, when they pack up and make their way home. At home, James is a keen off-road driving enthusiast.

BETA International 2014 2013



As CEO of BETA International main sponsor Neue Schule, Sarfraz will be a prominent figure at the trade fair. He is sure to be found on the company’s stand chatting to visiting retailers, as well as supporting his colleagues in a range of company initiatives such as organising a bitting seminar on each of the three days and hosting a press briefing for members of the equestrian media. In his leisure time, Sarfraz is an experienced cyclist and runs the largest cycling club in the north-east of England for youth riders up to the age of 18.

LYNDA MORTLOCK As owner of Ingatestone Saddlery, Lynda is a familiar face as she tours the aisles looking for the latest products and quirky, new ideas. A real stalwart of the equestrian industry, she is vice-chairman of BETA and chairman of the trade association’s retail committee. When she is not working in the shop, Lynda can be found at the garden centre she has just bought. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

FIONA JEFFRIES One of the first faces you will see when you arrive at BETA International, Fiona has been part of the QRS registration team for the past 13 years, although her main role within the company is as finance director. Outside work, Fiona enjoys helping at home on the farm, especially at lambing time. She also helps with scoring and timing at BE events and is the Worcestershire county representative for Riding & Road Safety.

JACKIE WOOLLEY As operations manager of BETA International, Jackie works closely with the show’s many contractors to deliver a first-class trade fair experience. She has spent the past 12 months securing the best promotional materials and services to pass on to all exhibitors. As the mother of three girls – one of whom is a keen dancer – she spends many weekends driving from one competition to another.

Retailers attending BETA International are invited to call at the ETN stand to enter our famous winner-takes-all prize draw. Bring your business details along to stand P1.1 - and you will automatically be included in the draw. Remember, you can only enter at BETA International’s what you could win... ABBE Y EN GL AND G11.1/G10.1 Ten pairs of Equus Boots over-reach Pullon boots E2. 2

ABSORBI NE Selection of Hooflex products

A G R I H E A LT H (Incorporating E Palin) D4.2 Tea Tree Shampoo and Safer in Sun L2. 1

AI RO WE AR Hickstead body protector A L A N PA I N E C O U N T R Y C O L L EC TI O N Ladies’ Bromford shirt ARDALL Ardall Pro-Fit Studs and kit

J1 .2

C4. 2

G R AY S O F S H E N S T O N E Bronzed model Arab

BRITI SH EQUE STRIA N TRADE A S S O C I AT I O N G7.1 2 tickets to Bramham or Gatcombe (winner’s choice) BRITI SHEQU ESTRI AN D I R E C T O R Y. C O M P1.1 12 month Gold Listing on worth £95 P6.4


CHAR LE S OWE N & CO (BOW ) LT D K2.1 Helmet of your choice C H AT H A M P8.3 £100 to spend on any Chatham product CITRUS -LIME M1.1 5% off any EPOS and e-commerce project

H V P O LO P9 .1 Water–resistant HV Polo boot bag HORSE & COU NTRY TV Selection of DVDs

F9 .3


A1 .1

F3.1 Equilibrium therapy massage mitt

1 litre of each of the No Bute Range (No Bute No Wheeze, No Bute - the original, No Bute Premium and No Bute Navilam 'O') TOG GI /CHAMP I ON Toggi Cordova jacket

F 6.1



Medium Easidri grooming towel

V ER DO H OR SE BEDDIN G B1.1 25 bags of Verdo Horse Bedding


E 9.2

Large bottle of Vetericyn ETN would like to thank all these companies for generously donating prizes. Their advertisements can be found in this issue of ETN and they are all exhibiting at BETA International 2014 too.

HORSE F IRST H1 .1 £100 voucher to spend on Horse First products HORZE K4 .1 Horze Grand Prix women's Extend fullseat breeches worth £73.99 or Horze Grand Prix men's Extend full-seat breeches worth £76.99 or a product from the catalogue to the value of £75. L S S A L E S ( F A R N A M ) LT D / LESL IE SU TCLIF FE A2 .1 Simplifly and TriTec-14 for fly free stables L I L L I D A L E A N I M A L H E A LT H F9 .1 A selection from the new Lillidale range, including coat care preparations, hoof care products and nutraceutical formulae for horses and ponies OMEG A A LPHA EQUI NE D 11 .4 Products of your choice to the value of £105 RRP

S H E R W O O D F O R E S T LT D & PU FFA C O UN TR Y S PO RT S LT D Q3 .1 Puffa ladies’ Allington quilted gilet in sangria; Sherwood Forest ladies’ Tilford diamond quilted gilet with faux fur trimmed hood in damson



H3 .1

T H E A N I M A L H E A LT H C O M PA N Y J1 0. 4

Team GBR Lapel dog rug

G3 .1

ETN: did you know? ● This year marks Equestrian Trade News’ 35th year of publication. ● The monthly equestrian trade magazine is read by retailers, distributors, manufacturers and industry opinion formers. ● ETN was launched in 1979 by Equestrian Management Consultants (EMC), the commercial arm of the British Equestrian Trade Association (BETA). EMC remains the publisher today. ● ETN is read by subscribers in 40 different countries. ● ETN is the official media partner of BETA International. ● ETN has a website at where you’ll find breaking news, feature lists and information about how to get involved with the title. ● Sign up to receive ETN’s free weekly e-newsletter straight to your in-box. Contact Nicki Lewis on 01937 582111 or email EQUESTRIAN TRADE NEWS FEBRUARY 2014

BETA International 2014

C A R R & D A Y & M A R T I N ; D A Y, SON & HEW IT T F2.1 Dreamcoat, Gallop Conditioning Shampoo, Cornucrescine Tea Tree Hoof Oil, Belvoir Conditioning Soap, Belvoir Leather Balsam and Wound Cream. CARROTS 6 funky fashion hat covers

FY NA -LITE Fyna-lite Pellet Master

Q7. 1

C3. 2

BUF FERA Insect Shield Buff

FA U L K S C7 .1 20 piece box new Tubtrugs Feed Stirrers

GA IN H ORSE FE EDS C4 .3 3 bags of Gain Horse Feed ( 1 Gain OptiCare, 1 Gain Freedom and 1 Gain Easy Go Cubes)

B AT T L E S G4.1 Lincoln Silky Shine 500ml and 1 litre, Lincoln Silky Shine 2 in 1 Shampoo and Conditioner, HyIMPACT Pro Tendon Boots, HyIMPACT Pro Fetlock Boots BERI S U K Choice of bit

EQ U ES T R I AN T R A DE NEW S P1 .1 ETN – a Retailer Profile editorial feature, written especially for you, to appear in a forthcoming issue of ETN.


D AN 1 ST P1.

Win £1,000s worth of products for your store!





Stand G10.1 THIS cornerstone of traditional British and G11.1 manufacturing showcases its foundry range. Equestrian and fashion buyers are invited to view the exclusive collection of buckles, fittings, Liston Locks and bespoke brassware items. An extensive selection of riding and driving bits will be displayed, along with specialist Equus Polymer boots and rein grips renowned for their quality and durability. Products distributed by Abbey England include Fiebing’s horse and leather care products. See also new lines among colourful Stubbs stable and yard equipment. High quality English leathers, leather tools, hardware, webbing and outdoor textiles form the core of Abbey England's saddlery workshop range. The company prides itself on supporting British saddlery and associated trades by supplying niche products to retailers and manufacturers requiring traditional goods and tools.

Stand AIROWEAR, the L2.1 body protector brand acquired by riding hat specialist Charles Owen in 2012, has launched a garment especially for showjumpers. The Hickstead, endorsed by the All England Show Jumping Course’s famous Hickstead venue, was introduced to consumers at Olympia with British Showjumping’s (BS) support.

“The new Hickstead body protector perfectly combines safety with a design pleasing to the competitive needs of showjumpers,” said Charles Owen managing director Roy Burek. “It’s been designed with a sophisticated fit and streamlined appearance while still incorporating all of the advanced safety and innovation for which Charles Owen and Airowear are known.” Maria Clayton, head of communications at BS added: “I’m sure that the partnership [between Airowear and BS] will assist to drive further awareness of the levels of safety their showjumping safety vest can offer whilst still allowing full mobility.” Airowear has specialised in equestrian rider safety since 1985.

BETA International 2014 2013



Stand W F YOUNG, E2.2 American manufacturer of the Absorbine range, launches Magic Cushion hoof packing. BETA International also marks the re-introduction of the popular 7lb (3.2kg) size of Horseman’s One Step leather cream plus a new 40 fl oz (1.19L) ShowSheen promotional pack size. Magic Cushion, a useful addition to the trusted Absorbine Hooflex hoof care range, is an efficient way to cool and cushion bruised soles and sore feet. It starts working to reduce heat in hooves in just one hour. Its cleaning and cushioning properties help to keep soles in good condition, even under pads. Widely

known to farriers in the US and Europe, Magic Cushion is formulated for use before and after athletic competition and will not test positive in any equine discipline, says Absorbine. ShowSheen is loved the world over for its superior shine and detangling properties, and the new 1.19L promotional pack size – launched here and available while stocks last - means it’s even better value. The full Absorbine range of horse care products is available from the usual UK distributors. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

People behind the brand


Getting to know .... Rachael Holdsworth, European marketing co-ordinator, Absorbine/W. F. Young Inc. Where will we find you at BETA International? Absorbine Stand E2.2 What’s the big news on your stand? We have lots of news for BETA International. The reintroduction of the 7lb (3.2kg) size Horseman’s One Step will please lots of our customers, the launch of our amazing new hoof packing product, Hooflex Magic Cushion, and a new bonus pack size of our world famous ShowSheen will give us plenty to talk about. There are lots of reasons to be optimistic about 2014, what’s yours? I definitely feel that there’s optimism in the industry as we move into 2014, and with exciting developments in the Absorbine product range there’s much to look forward to. Our sponsored riders have some lovely horses for next season, so we will look forward to following them closely and reporting on their successes. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? I ride just about every day – often in the dark at this time of year so that I can still be at my desk by 9.30am. My love is hunting which is a new adventure every week. I was recently field master with 102 followers at a joint meet which was very exciting as we came to the first hedge... Luckily I managed not to fall off in front of everyone! What are you looking forward to most about BETA International 2014? I love meeting up with Absorbine distributors and retailers face to face, many of whom I have got to know well over the years; so it can be very social as well as productive. We also get the chance to meet our distributors from Europe and other parts of the world, and the W. F. Young Inc. international sales team come over from the US, so it’s usually pretty busy.


AGRIHEALTH Stand CALL here to find out what’s new in equine care and D4.2 equipment.

Agrihealth shows the popular Liveryman, Fenceman and Leovet ranges - with prizes, incentives and offers. Check out the Liveryman clipper and trimmer range with brushless motors offering plenty of power and an extended battery lifetime. The Harmony Plus, Classic and PetMaster clippers come with new packaging for the 2014 season; The Fenceman electric fencing range includes the B430 9v energiser and accessories. Agrihealth distributes the Leovet horse care range from Germany. High quality, hard working products include Phaser Fly Spray, No Rub, Coat Sheen and Tangle Free.

AKI Stand VISIT this stand for countryside boots made in water P11.3 resistant leather uppers with waterproof membranes. Non-slip outsoles and underfoot support help keep the wearer one step ahead. AKI also offers various styles of marine and outdoor shoes – all at reasonable prices.


ALBEDO100 REFLECTIVE SPRAYS Stand FIND out why new B4.3 Albedo100 Reflective Sprays appeal to dog walking and horse riding customers. Albedo100 Horse and Pets is a light reflective spray intended for fur. The reflective effect is useful for evening dog walks or riding in the winter months when visibility is all important. Produced in Sweden and developed for Nordic conditions, Albedo100 is quick and safe to apply. The spray is easily washed out with water, soap or shampoo and does not affect the animal’s fur.

ALOERIDE Stand THIS natural aloe vera supplement loves horses inside C3.1 and out. Made in the UK from the finest grade of pure organic aloe vera available, Aloeride offers benefits from incredible support to digestion, to promoting a glossy coat, healthy skin and strong hooves, through to supporting swift recovery and clearly more comfortable movement. Tested by an accredited Newmarket laboratory, Aloeride doesn’t contain any synthetic compounds and is taste-free and easy to feed in convenient, sealed sachets. Fans of the product include eventer and ex-racehorse specialist Victoria Bax, top show rider and producer Loraine Homer, international dressage rider Lucy Cartwright and Australian natural horseman Jason Webb.


Stand SEE a greatly expanded A/W 2014 collection. Under the Q7.1 brand’s collaboration with the Duchess of Northumberland, there are four new tweeds; while the popular Compton and Rutland tweed ranges continue to evolve alongside the contemporary Windsor lightweight tweed collection for gents.

BETA International 2014 2013

Alan Paine promises a winning combination of performance and comfort.


Collection highlights include an elegantly stylish padded jacket and waistcoat from the Duchess Collection, plus a dress waistcoat and new field coat with cashmere-lined pockets, hood and inner collar. There’s also a new, feminine-shaped ladies’ shooting coat with piped edges and pleated bellow pockets plus a new blazer, midlength coat and padded waistcoat in the Compton collection. These items plus continuation styles come in new rich green landscape tweed with a yellow and ruby over check and striking red lining. Tweeds in dusty clay, thistle, dark grey, blue lagoon and chocolate are carried through to the Windsor gent’s collection of contemporary field wear. In lighter weight tweed, there’s a field coat, two and three button jackets, waistcoat and updated doublebreasted coat. The Cambridge waterproof range for gents comprises affordable, waterproof items from a stylish shooting coat, breeks and waistcoat to an over-trouser, blouson, vest, cap and gloves. There’s also a child’s technical coat. New colours join the popular Aylsham fleece range of waistcoats and jackets for gents and ladies. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Stand MEET the specialist horse racing advertising and A2.2 publishing company. Anderson & Co publishes European and North American Trainer magazines (quarterly titles covering the training and development of the Thoroughbred) as well as the hard backed horse racing diary - The NTF Racing Diary. This exhibitor also represents the leading monthly bloodstock publication - Thoroughbred Owner & Breeder. This year, Anderson & Co launches add-on services in print and online to its publications. Stop by this stand to find out more.

ARCTIC FOX Stand SEE synthetic P11.1 leather riding gloves for adults and children. Strong and washable, they have a soft feel. The Arctic Fox collection of hats, scarves, headbands and neck warmers is available in many colours, some with faux furs. Bombers, trappers, deerstalkers and headbands will be shown, plus a head warmer to wear under a riding hat. The Starling Knitted collection of hats is new this season and comes in many designs and colourways. Visit this stand for an extra 10% discount for orders over £100 taken at the show.


ARDALL Stand SEE a breakthrough in jumping studs from this Irish C4.2 exhibitor. The patented design of Ardall Pro-Fit

Studs allows eight studs to be fitted to one horse in less than two minutes. Unlike conventional studs, they have no thread. A farrier drills stud holes as normal, then uses the special Pro-Fit drill bit to drill the hole accurately for a smooth, tapered finish to match the stud. Each stud is then fitted with a couple of taps from the Pro-Fit hammer. Removal is via a twist with a spanner. Paul Murphy, managing director of Ardall and a respected producer of young horses with a background in engineering, explained how he came to develop the Pro-Fit system. “One problem everyone who competes horses on grass faces is studding up. Screw studs have been around for as far back as anyone can remember. “The basic problem has always remained; threads in stud holes and on studs are easily damaged, hard to maintain and are responsible for many an aching back, short temper and missed class. I just knew there had to be a better way.” Pro-fit Studs are made from high tensile stainless steel. Show jumper Geoff Billington is among their fans. Ardall’s first product was the Ardall Safety Rider, a ‘dummy’ jockey designed to accustom a young horse to having a rider on his back.

BETA International 2014 2013



Stand THIS pioneer of equestrian footwear has new designs, H7.1 styles and support programmes to reveal to BETA International visitors. Well known for its Volant and Cobalt VX technology, Ariat has launched the new Contour Tall Boot range which oozes style, functionality and comfort. There are two styles to choose from. The Women’s Challenge and Women’s Heritage Contour both use premium European calf leather, a full length elasticized panel on the lateral side with an elastic gusset on the inside of the knee to help achieve the perfect fit. There’s a high Spanish cut topline and contoured fit through the ankle for a flattering, elegant appearance. The Women’s Challenge Contour Field Zip Boot uses Ariat’s patented mid-level ATS technology for optimal stability and all-day comfort. Meanwhile, the Women’s Heritage Contour Field Zip Boots use Ariat’s entry-level 4LR footbed technology. The introduction of these new designs offers retailers a commercial yet premium range of tall boots, says Ariat. You can also be one of the first to find out what Ariat’s Know Where You Stand campaign will deliver.


ARMSTRONG RICHARDSON & CO Stand YOU’LL find some friendly faces on this stand. Established E8.3 in 1925, Armstrong Richardson claims to be the UK’s largest family run equestrian wholesaler. With regular, nationwide deliveries of major brands of feed, bedding, hardware, supplements and health care plus a 50,000 square feet warehouse holding more than 10,000 product lines, you can save your space for retailing - and use Armstrong Richardson as your stock room. “With everything under one roof, you’ll get one order, one delivery and one invoice,” says Faye Mulholland of the company. This wholesaler offers a great selection of monthly promotions on leading brands. Regular range reviews ensure its product offering is up to date with market trends. Armstrong Richardson has its own fleet of delivery wagons.


Stand THIS non-metal, German-made bit brand fills a gap in the C3.2 British lorinery market, says UK distributor Ema Odlin. Beris bits encompass mullen, jointed and ported styles – plus its unique butterfly mouthed snaffles. There are also full cheeks, gags, pelhams and tandem bits plus a popular curb gag design. Beris bits come a choice of densities, from ‘soft’ which is very flexible and ideal for soft mouthed and sensitive horses, through to ‘medium’ and then ‘hard’. The bits with little flex nevertheless provide a non-metal mouthpiece for the strong yet sensitive horse. Beris UK offers attractive retailer margins and a product that’s in demand, adds Ema.

BOGS FOOTWEAR Stand FOOTWEAR brand Bogs adds great new styles for men, P8.1 women and children to its classic models. New for A/W2014 is the women’s Tacoma Tall. Neoprene lined with a rubber outer, it’s ideal for all round use in UK weather conditions. Also new is the Alexandria Tall, made with waterproof, full-grain leather and featuring a slip-resistant outsole. While the Summit is an excellent boot for warm, dry feet that will pack very small for travel. It features plush lining, DuraFresh footbed and is waterproof. New for men from Bogs is the Rancher Lite, a lighter duty version of the popular classic which continues in the range. This waterproof boot features EverDry 2mm lining, DuraFresh footbed and a BioGrip anti-slip/chemical resistant outsole. Bogs also has the Tacoma for children as well as the Kids Classic in Red. Continuing in the collection is the women’s staple, the Classic in Shiny Black plimsole style in a herringbone pattern.


BOTANICA BREYER ANIMAL CALL at this stand to INTERNATIONAL Stand L3.1 celebrate the Chinese

Stand THIS exhibitor says its herbal B4.1 skin care range gets results where others have failed. Established in 2005, Botanica International uses “the wonders of nature’s healing energy” in a natural herbal range developed for common skin conditions in humans and animals. Botanica's herbal system works to promote healthy cell growth and recovery without scarring. Washes clean the area, followed by a herbal cream which is readily absorbed into the skin. This powerful combination gets to work on the likes of rain scald, wounds, cracked heels, sun burn and mud rash.

astrological Year of the Horse with some limited edition Breyer models. And meet the great race horse Frankel, a recent addition to this collectable brand. New horse making and reading sets feature top eventer Pippa Funnell's young adult books Pride and Joy and Magic Spirit – the stars of which are her top horses Primmore's Pride and Magic Spirit. Tack sets for Traditional-scale horses and a new jump will encourage add-on sales for retailers too. Breyer's Classics feature horse and rider play sets, horse and foal sets, horse and rider sets with saddlery – all with new additions. For Stablemates’ fans, Breyer introduces much-requested horse and rider play sets with show-jumping, cutting and barrel-racing themes. This miniature line includes four buildings and two truck/trailer combinations plus five farm animal sets. They’re complemented by Horse Crazy, a group of equine figures in clear and frosted fantasy colours.

BATTLES Stand THE world class Heiniger Clipper range joins G4.1 this leading wholesaler’s portfolio. Being lightweight to handle with a slimline design, these clippers have quiet motors so are ideal for use on nervous animals. Agrifence has also joined Battles with an impressive range of electrical fencing equipment. Retailers who wish to stock the essentials should check out the exclusive Agrifence Battles Paddock Kit - a useful starter pack for the end user. If space is an issue in-store, the Agrifence Trade Stand is the ultimate space saver, enabling you to offer a wide range of electric fencing equipment on a smart merchandiser. Other new products to look out for are Horse First supplements including the popular Relax Me calmer. Life Data has developed Farrier’s Finish, a superior hoof disinfectant and Breeder’s Formula, a supplement for dogs.

You’ll discover new additions to the Lincoln range – and notice that the whole collection has had a facelift to increase shelf appeal. Among the newcomers from Hy is a new collection of grooming brushes, aptly named HySHINE.

BETA International 2014 2013

People behind the brand


Getting to know... Jim Bowen, managing director of Battles Where will we find you at BETA International? Battles G4.1 What’s the big news on your stand? There are some very exciting products we’ve added to the Battles portfolio this year such as the Heiniger Clippers range. Developed and made in Switzerland, they feature world class manufacturing technology. We also introduce Agrifence, a comprehensive range of electrical fencing equipment, and Horse First have joined us


with their superb range of supplements including Relax Me calmer and Keep Me Sound. Life Data has some great new lines too. We’ve been busy developing our Lincoln range to help our customers merchandise it better and ultimately drive sales. A fantastic addition to the Lincoln Coat Care range is Lincoln Silky Shine, a superior hair polish and detangler containing Pro Vitamin B5 and silk protein. HySHINE, good quality grooming brushes at affordable prices, joins the Hy brand. This is just a sample of what’s on offer, so be sure to


visit our stand to see the full collection. There are lots of reasons to be optimistic about 2014, what’s yours? Wales to win the Six Nations Championship... will they make it a hat trick? I’m certain they will! But on a serious note, the general feeling within the industry is more positive with the economy appearing to be picking up. It should be a great year for all. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? My true passion is supporting the Welsh National Rugby Team. The next big game I’ll be attending, along with my son, is the Cardiff vs Italy game at the impressive Millennium Stadium. Perhaps

learning to ride a horse can wait another year...? What are you looking forward to most about BETA International 2014? Attending BETA provides us with the perfect opportunity to meet with as many customers as possible and have that face to face interaction. It’s where our customers can discuss their strategy for the year ahead, view the huge range of products we stock and tell us how we can help them achieve their goals for 2014. It also enables us to meet with acquaintances and source potential new products joining the market. Oh and of course let’s not forget the setting up and breaking down of the stand!


BRITISH COUNTRY COLLECTION Stand THIS West Yorkshire based company produces probably H1.2 the largest range of children’s casual country clothing in the UK. Tee-shirts, hoodies, gilets, tweed and fleece jackets, waterproof suits, hi-viz vests, caps and even onesies are all available for immediately delivery. New designs created especially for BETA International are Poppy, ‘All Kinds of Horses’ and Flash. British Country Collection’s exclusive printed or embroidered motifs of horses, farmyard animals, dogs and tractors are ideal for children of all ages from babies to teenagers. It can also personalise garments with, for example, the name of your customer’s favourite pony. Last year’s most popular accessory was the appliqué Pom Pom hat, so more colours are offered for this season. In addition to the garments, sports holdalls and gym/boot bags can be seen; plus cushions and back packs all with distinct motifs. Ask about this exhibitor’s no minimum order policy and competitive prices backed up by a stock service.

BETA International 2014 2013



Stand JUST what can BETA do for you? Come G7.1 along to the stand, meet the BETA team, discover the benefits you could enjoy as a member and hear about the trade association’s initiatives to promote the equestrian trade. BETA offers a wide range of training courses for retailers at different venues throughout the UK. They include SQP training, CPD modules, safety courses for hat and body protector fitting, lorinery courses and the BETA City & Guilds Hat and Body Protector Fitting qualification. A full list of dates – along with booking forms – is available on the stand. BETA has also collaborated with LANTRA to offer members with rural-based small businesses – with fewer than 10 full-time staff and a turnover of less than £1.7 million – the chance to access training courses, workshops and seminars at reduced rates. A new range of benefits has been added to BETA’s portfolio of member incentives. It includes corporate clothing at preferential rates from Lands’ End, a discounted legal service for members and their families from Leeds-based Blacks Solicitors, a new private medical insurance scheme and a 3D interactive imaging service for digital catalogues and e-commerce shops from Outsphere. BETA merchandise is always available to member-retailers, including the latest addition – two new lorinery boards for in-store use, thanks to funding from the Worshipful Company of Loriners. International trade continues to be a priority and an extensive programme of trade missions for 2014 has been rolled out, thanks to funding from United Kingdom Trade & Investment (UKTI). Find out BETA’s plans for the rest of the year – including the World Equestrian Games, in Normandy, France. BETA’s latest guides, Saddle Up Safely – The BETA Guide to Tack Care and Take Up the Reins – The BETA Guide to Riding Holidays, are available on the stand. So don’t forget to pop by and pick up your free copies.


Stand COME along and meet Ask ED – the cheeky pony mascot P1.1 of – to find out how this website, with its two essential reference guides, can help you to reach out to your target audience. It features the British Equestrian Directory (BED), designed for trade and consumer use, and the Trade Suppliers Directory

(TSD), which has been the first port of call for key industry contacts for more than 30 years. This ultimate trade-only guide is complemented by a printed version featuring identical listings. The website offers the largest available range of listings from the equestrian and country sectors today. It brings a wealth of promotional opportunities to help you showcase your business, including free listings, enhancements and advertisements to suit all budgets. Everyone booking an advert at the show will receive a 10% discount. is owned by Equestrian Management Consultants (EMC), a wholly owned subsidiary of the British Equestrian Trade Association (BETA) and publisher of ETN.


Stand THIS brand created to provide independent retailers with J4.3 good margins and exclusive territories. There are currently 55 retailers in the Bridleway group, benefiting from selling a brand which is not discounted and is not available through every retailer in the country. Bridleway member retailers also reap the rewards of a substantial marketing budget and discounts negotiated on their behalf with third party suppliers. More retailers are sought to join the Bridleway group in some areas of the UK. This exhibitor says the plan is to achieve 100 retailers throughout the country; once this number is realized, no additional retailers will be invited to join. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

STAND GUIDE BETA International 2014 2013 94



Stand “THE most innovative product launch ever to come to the F2.1 equine care market” is promised at this stand. Carr & Day & Martin claims to be the UK’s oldest company involved in the manufacture of horse care products. Holder of a Royal Warrant since the reign of King George IV, next year sees it celebrating its 250th anniversary. Day, Son & Hewitt has a Royal Warrant too – and a 175 year history. Its seven nutraceutical products address a number of horse care concerns, simplifying buying decisions for retailers and consumers. The daily sachet system ensures active ingredients are delivered fresh and intact, providing cost effective results.

Find out here how Carr & Day & Martin and Day, Son & Hewitt’s retail support service can add commercial value to your store.

s People behind the brand Getting to know ... Amanda Flowers, product manager, Carr & Day & Martin Where will we find you at BETA International? Carr & Day & Martin will be in our usual spot as soon as you walk into the exhibition on stand F2.1. What’s the big news on your stand? The launch of the most innovative and exciting product ever to come to the equine care market! We’re looking forward to welcoming customers to the stand to demonstrate our new product while enjoying a glass of champagne with us. There are lots of reasons to be optimistic about 2014, what’s yours? Carr & Day & Martin is undergoing some dramatic improvements throughout 2014, further to strengthen our branding and market presence. These changes will include improved retailer support and a new interactive website for end users. As well as all this, we are making preparations for our 250th anniversary in 2015 - so a very busy, but exciting year for us. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? My proudest moment in 2013 was completing a 12 mile charity walk with my miniature Jack Russell named Bear. We just about made it, although Bear ended up in the rucksack being carried for the last three miles, and of course that was the uphill section! However, I was a very proud Mum that he made it for the nine miles, since his little legs are less than four inches long. What are you looking forward to most about BETA International 2014? As a company, we’re looking forward to our customers’ reaction to the changes we have made for 2014. We have conducted extensive market research and listened to our end users. Retailers will see the results of these studies and our response at BETA International. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Stand CITRUS-LIME provides e-commerce, electronic point of M1.1 sale (EPOS) and stock control solutions that give retailers a competitive advantage. Citrus-Lime’s Microsoft Dynamics RMS forms the core of the EPOS solution, around which it has built a range of modules to meet retailers’ specific needs. There’s an industry specific EPOS solution, and e-commerce platform that includes its custom product builder, Click and Collect, Citrus-Store Mobile, eBay and Amazon modules boasting integration to Sage 50 accountancy software.

Citrus-Lime’s e-commerce platform offers secure, feature rich, online shopping solutions and can be integrated with its POS and order fulfilment systems. A major launch at BETA International 2014 is a Customer Rewards Module. This enables consumers to accrue points every time they make a purchase in store or online. The points can then be spent on items in store and online, tightening the link between bricks and mortar and e-commerce. Ask for a software demonstration or a chat about how CitrusLime’s solutions can help your business.


Stand THIS stand will be fun, lively and equestrian themed for M5.1 the young. The 2013 launch of a new licence - Me To You - enabled Carrots to capture a new market of older children and teens with luggage from boot bags to grooming holdalls.

This bright and breezy stand will deliver new styles of socks, hat covers and accessories including a developing Sparkle range plus more retailer-friendly twin packs to help boost margins. Retailers looking for products to suit all ages and styles, impulse buys and add-on accessories will find them here. The Carrots Country collection will be growing in 2014 with the introduction of a new Irish Tweed range. Comprising Baker Boy hats, gloves and other accessories, the tweed range is functional, fashionable – and an autumn must-have.


CHARLES OWEN & CO (BOW) Stand IN 1911 a man by the name of K2.1 Charles Owen started manufacturing helmets for the army in the east end of London. More than 100 years later Charles’ grandson Roy Burek has continued the family tradition of innovating and manufacturing products for a safer world. Charles Owen celebrated its centenary in 2011 by creating the largest equestrian helmet factory in the UK. In fact, the company has remained loyal to UK manufacturing.

“Using one’s life to make a real difference in others’ lives is what drives me, like it did my father and grandfather,” says Roy Burek, managing director of Charles Owen. “The values that my grandfather had are well established in my DNA. The challenges that made the company flourish in his time are still very much here today: fashion, fit and function. Staying true to one’s traditional values has been the secret of the company’s longevity, along with a bit hard work.” A British family company, Charles Owen has evolved from innovating and manufacturing army helmets to motorcycle helmets to equestrian helmets.

BETA International 2014 2013



Stand ROLL up to see two new E5.1 products – and try out a showjumping simulator. Late last year, this moulded plastics specialist launched Treat Toys - 12-sided boredom relief playthings for horses and ponies. In two sizes, priced at £9.75 and £11.50 respectively and stocked in six colours, they’re made from polyethylene plastic which won’t crack or discolour. Classic Showjumps’ newest product is the Hayholder (pictured). Ideal for stable feeding, it’s designed to maintain a natural posture, thereby encouraging good equine dental and general health. The Hayholder also saves wasted hay and is much quicker and easier to fill than a haynet. The trade price is just £39 per unit; available in seven great colours. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

People behind the brand


Getting to know... Roy Burek, managing director of Charles Owen Where will we find you at BETA International? Charles Owen & Co. and Airowear What’s the big news on your stand? We’re launching the V8, Charles Owen’s most versatile hat Photo: Bob Hook yet. Featuring a detachable, machine washable liner, the Roy Burek and dressage rider Charlotte Dujardin, who famously wears a Charles Owen hat when winning gold V8 allows riders to switch a medals, at BETA International 2013. sweaty hat for a fresh one between rides. The triple standard V8 incorporates the latest Charles Owen technology including the Free Fit system for increased airflow and new 6-point patented GRpx harness for unsurpassed stability. Of course the Charles Owen stand will also be serving up coffee thanks to our famous barista; so stop by for a sip and stay for a chat. There are lots of reasons to be optimistic about 2014, what’s yours? I’m looking forward to the extensive research I have planned for 2014. Brain imaging technology has advanced so much over the last few years that understanding how helmets can be significantly more effective is now in sight. I’m always working on developing new helmet and body protector technologies and performing various safety studies. In 2014, I plan to focus as much time as possible on furthering my research. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers...? I last sailed a boat in the Seychelles with my family and it was quite the adventure. We were sailing out in open water, very close to the location where the Somali pirates seized the British couple on their yacht. I managed to get fishing line wrapped around the propeller while moored off a coral reef and as I climbed aboard the boat after cutting it off, I noticed a fin slicing through the water towards me! What are you looking forward to most about BETA International 2014? Charles Owen is sponsoring the Learning Centre again as it was such a huge success last year. I occasionally get asked why retailers should travel to BETA International when they can see all the products when their reps visit. For me, learning how to sell and display your existing stock more effectively, and seeing trends in the products offered, is vital for a thriving business. The Learning Centre is an essential stop for any visitor as you can learn so much from the excellent selection of presentations.

DAINESE Stand THE Dainese Gilet Balios 3 is a E2.5 BETA certified level 3 body protector. It uses hexagonal shaped Crash Absorb material which is said to allow unparalleled freedom of movement and adapts to different body shapes. Crash Absorb remains flexible until the moment of impact, at which point the molecules lock together and go hard to offer protection sufficient to pass the tests to comply with EN13158-2009. They then immediately return to their soft condition. The Dainese Gilet Balios 3 comes in different versions for men, women and children. Dainese invented the back protector some 30 years ago, and now presents The Dainese Alter Real Back Protector Waistcoat for equestrian use. Like the body protector, the back protector uses Crash Absorb material with its hexagonal shapes. Dainese has produced a range of back protectors that can be worn under showjumping jackets. They come in styles for men, women and children.

EKKIA Stand WITH almost 14,000 products – all of which are stock items - in its 644-page catalogue, E6.1 Ekkia offers probably the most comprehensive range of equestrian products in Europe. The France based wholesaler showcases garments from its flagship brand Equi-Thème in the fashion show, which it also sponsors, as well as on their stand. Always well worth a visit for merchandising ideas, the Ekkia stand has ‘shop windows’ in which its gloriously colour-coordinated stock is displayed. Take this opportunity to discover the new 2014 Equi-Thème S/S collections. There’s also wide range of breeches. Ekkia’s Equi-Thème brand is the official partner of the 2014 World Equestrian Games (WEG), taking place in Normandy, France. To mark the occasion, Ekkia has created a stunning clothing range – also to be seen in the fashion show.

“Due to our policy of keeping items in stock for the duration of the season, you can buy in the knowledge that you can repeat orders across our product ranges, and experiment to see which lines work best in your shop,” says Sophie Valle. Orders can be made via the Ekkia-Pro website which enables retailers to check if an item is in stock.

People behind the brand


Getting to know.... Jean François Vignion, Ekkia chairman and CEO Where will we find you at BETA International? Ekkia E-6-1 What’s the big news on your stand? We have many new products for BETA International. We will be presenting a collection of rugs designed to meet retailers’ requests. Then there’s a new line of breeches of varied designs for competition or fashion. I’ve no doubt that each rider will find his/her favourite style. Visitors will also find the new S/S collections of our flagship Equi-Theme brand with the latest WEG collection, as well as the Equit’M collection, the CSI 5* Collection and the new So Chic collection. We are happy to be able to offer an incredible price/quality ratio to meet the expectations of tack stores and riders. Plus, of course, our usual famous coffee will be awaiting our visitors. Our new team of Dean Mastouras, Piers Westerman and Vicky Waiton look forward to making you welcome. There are lots of reasons to be optimistic about 2014, what’s yours? Our catalogue, packed with 14 000 products - many of them brand new, plus the exciting Equi-Thème collections for S/S14 can only keep us optimistic. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? How can I forget my last trail ride? Horses are my passion and I own several racehorses. Not long ago my trainer gave me a so-called old, quiet looking horse to ride… so we went for a supposedly quiet canter. A young horse in front of us decided to get rid of his rider - and my horse decided to imitate him… and there I was on the ground! What are you looking forward to most about BETA International 2014? BETA International is always a wonderful opportunity to meet our customers, to present them with our new products and to exchange ideas. It’s very important to us that they come back. This year, we are anticipating the trade fair with even more excitement because we are so happy to sponsor the Equi-Theme Fashion Show. It’s a great show and one that displays our new collections so well.


Stand A FIBRE diet is good for the equine digestive system – C3.4 and now there’s evidence that it has a positive effect on behaviour too. Visit the Dengie stand to find out more about new research from the University of Edinburgh. It reveals that horses fed a traditional, cereal-based ration are less consistent in behaviour and have higher heart rates than those fed a fibre diet. The study was commissioned by Dengie and conducted by project leader Dr Jo-Anne Murray and researcher Louise Bulmer. They join the brand’s senior nutritionist, Katie Williams, to present their findings in the demonstration arena on each day of the trade fair. Members of the Dengie nutrition team will also be offering advice on the perfect feeds to stock. They can also introduce you to Healthy Hooves Molasses Free. One of Dengie’s seven Laminitis Trust-approved products, its starch and sugar levels are lower than any other complete fibre feed on the market.

Stand WHAT could be better to feed a horse or pony than K11.1 something 100% natural? That’s right, nothing could be, says this exhibitor, which is why Emerald Green Feeds are 100% as nature intended. No additives or coatings are used in the making of Emerald Green Feeds’ Grass and Alfalfa Pellets. The family farm of A Poucher and Sons in rural Lincolnshire is where it all happens. Here grass and alfalfa are grown by family members who oversee the whole process. From planting the seed to harvesting the crops, making the pellets, right through to sealing the bags, everything is traceable. “A Poucher and Sons pride themselves on the quality of the feed they produce. Only the very best forages go into Emerald Green Feeds Grass and Alfalfa Pellets,” says Sarah Poucher, who blogged for ETN from the show circuit last season.

EASYSPUR /EASYTAP /EASYSTUDS Stand THIS Irish family business has 50 years’ experience in D9.3 engineering and counts among its number international showjumper Cameron Hanley. Studding up is made easier with Easytap which self- locates on the correct thread. Easyspanner has a handle angled away from other studs in the shoe to save damaging the knuckles. The range is completed with stainless steel studs for every activity and type of going. Easyspur is another innovation. Light and comfortable, it moulds around the foot thus preventing movement.




ENGLISH UTOPIA Stand EX-BARBOUR M11.1 head of design Gary Newbold founded this label just a year ago. His beautiful collection of outerwear for men and women springs from 25 years’ working for luxury country clothing brands. Unusually, English Utopia concentrated on export markets before turning its attention to the UK. The brand currently sells to stores in the USA, Japan, Germany, France, Holland, Sweden and Italy. “Naturally one is always nervous with a new collection,” Gary told ETN. “Especially so because I wasn’t interested in seeing what other brands are doing – I just wanted to start from scratch with my own ideas.” Will Gary’s risk pay off? Call at this stand to see for yourself.

ENLIGHTENED EQUITATION Stand DEVELOPED by the classical riding trainer Heather L5.2 Moffett, and built around a SoftTree made of layers of shock absorbing materials, these saddles are said to conform to the shape of most horses. The range’s flagship, the Vogue, is made in the UK with Italian hide in various styles. Now Heather has designed a cheaper range of saddles by working with Rishahb Sharma, owner of Horsekraft Equestrian in India. FlexEE treed saddles, made in Sedgewick’s finest butt and European soft hide, have interchangeable gullet plates for a flexible fit. This saddle is also offered with a normal tree.

EQUESTRIAN TRADE NEWS Stand THE official media P1.1 partner of BETA International, Equestrian Trade News (ETN) is published by EMC Ltd, part of the BETA Group.

Call at the ETN stand for the chance to win £1,000s worth of products for your store. All items in the free prize draw have been donated by ETN advertisers who are also exhibiting at BETA International. Simply bring along your business card to enter. Every month for more than 30 years, ETN has informed and inspired businesses large and small across the equestrian trade. ETN further supports the trade by running AMTRA accredited CPD features for SQPs and Society of Master Saddlers (SMS) accredited CPD features for qualified saddle fitters. Other popular editorial features include profiles of successful retailers, advice from industry experts, new product launches and an exclusive-to-ETN monthly listing of industry related CCJs. You can see ETN online too at and sign up to receive ETN’s e-newsletter straight to your inbox every week. Find out how you and your business can get involved with ETN, pick up a 2014 features list and a free copy of the magazine – and tell us your news and views. Comfy seats and a cup of tea or coffee await.


BETA International 2014 2013



Stand MEET the team from the magazine your customers have E11.1 been reading from cover to cover for the past 19 years. Equi-Ads is the oldest running equine magazine in Scotland. Along with the England/Wales edition, it’s packed with up-to-date articles about horse health and welfare. It appeals to amateur and professional riders and owners. It costs nothing for retailers to stock Equi-Ads. You can order from as little as 25 copies per month to 500. Order forms are available on the stand. With a national monthly distribution of 49,000 copies, it's a proven, valuable source of new business, says the publisher.

EQUIAMI Stand NOTHING could be simpler to fit and use, and nothing is D8.4 more effective in developing topline, balance and improving paces, say the makers of the EquiAmi lunge aid. Popular with professionals and leisure riders as well as vets and equine physiotherapists, it’s regularly used in rehabilitation, retraining and gymnastic work for competition horses. With no adjustment for rein changes and a sympathetic, soft, equal contact, lunging is made simple for people and kind for the horse. A recent independent study showed a significant increase in stride length and a significant decrease in asymmetry in Thoroughbred horses over six weeks’ regular use of EquiAmi. The UK and US patented kit comes in a hessian storage bag with instructional booklet and DVD. EquiAmi also has lunge cavessons and fleece rollers. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Stand THIS Monmouthshire based company specialises in E3.6 making short videos for equine-related companies’ websites, marketing campaigns, in-store or on stand displays. As official film provider for BETA International 2014, Equine Productions created the trade fair’s promotional video and will film the fashion show. “We’re putting on some special deals for companies who would like us to work with them in the coming months,” says director Sam Fleet. “If you’re interested in having a marketing video made, please come and chat to us. We’d love to show examples of our work, perhaps talk through some ideas and will have plenty of chocolates on-hand too!” Equine Productions can also help with website development, logo-design, PR and wider marketing campaigns.

Stand THIS dynamic company F3.1 launches into a new category with a new nutritional range. Find out more on this stand

about how Equilibrium Products is set to create big news in horse snacks and treats. Established since 2001, the company is renowned for innovation and good quality products that are

backed by thorough research. It has won numerous awards, including BETA International innovation awards, and offers excellent customer service. New additions will also be revealed to the favourite Tri-zone, Stretch & Flex, Equi-Chaps, Equilibrium Therapy, Net & Field Relief ranges, with year round, “tempting” promotional offers available throughout the show.

People behind the brands Getting to know ... Margaret Donnelly, founder Equilibrium Products Where will we find you at BETA International? Equilibrium Products stand F3.1 What’s the big news on your stand? This year is particularly exciting for us as we launch a new nutritional product which will revolutionise horse treats and snacks. We’ve spent 13 years developing products designed to enhance equine welfare, so it seemed only natural that we address the wellbeing of the horse from the inside as well. We will also be revealing a number of new product additions to our existing ranges. All retailers are invited to come

along and join us for coffee and cake anytime during the show. We will also be holding two drinks receptions on the stand, Sunday lunchtime and Monday evening, to celebrate the launch of our new range. There are lots of reasons to be optimistic about 2014, what’s yours? 2014 is going to be a landmark year for Equilibrium Products. We see this as a year of opportunity and we are planning to expand the company here in the UK and internationally. We are very excited by this and will be working hard with our customers and retailers to take them with us on our journey. We are planning on increasing our investment in advertising and updating our website with a new look. We are also very excited about our new sponsorship with British Riding Clubs joining our long-

standing support of British Showjumping, British Dressage and British Eventing. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? I have four horses at home ranging in age from five years to 21 years old, so there’s always an opportunity to ride. I’m lucky enough to have some lovely hacks from the yard and despite the rain, I did manage to enjoy some good quality time with the horses over Christmas and the New Year. What are you looking forward to most about BETA International 2014? BETA International is always a big event in our company calendar. It’s always a great opportunity to meet with friends and make new ones. This year will be our 12th of exhibiting at BETA International and we are so excited to be launching our new products at the show.





EQUISOX & JOCKEYSOX Stand SEE an equine compression sock which acts in a similar D11.3 way to a human flight sock. EquiSox are said to aid post performance recovery in horses. By supporting and stimulating the circulatory and lymphatic system, they can help reduce swelling and filling of the lower limb. EquiSox are preferable to bandaging as they avoid variations in tension. They have a variety of other competition, hydrotherapy, rehabilitation and veterinary uses. The human version JockeySox are designed to assist repeat performance for anyone who sits in a saddle. Both products are made in Britain.

FAIRFAX SADDLES Stand SEE the Kent & Masters F4.1 S-Series Anatomic GP (RRP £850) featuring a patented two-part panel. The main part of the panel supports the rider’s weight, while the forward part of the panel is independent to allow the horse’s shoulder to move without restriction. This groundbreaking design eradicates saddle movement caused by shoulder interference. The Kent & Masters S-Series Anatomic GP has interchangeable shoulder blocks of different depths which provide a saddle fitting solution for horses with asymmetric or very large shoulders. It also has a changeable gullet bar and adjustable girthing options for customising to different equine shapes. Ghosted stitching allows the knee pad to contour over the kneeroll, while the hide-covered calf pads make this a high comfort GP. This is a universal fitting saddle with an open-headed tree and a broad panel design that interfaces well with most conformations.



Stand THIS is your one-stop equine employment shop! D8.2 Equine Careers is the only website dedicated to office and professional vacancies within the equine industry. Here you’ll find vacancy advertising, vacancy management, recruitment, human resources consultancy and sales training. Companies can upload their staff vacancies with the advert going online and visible to potential applicants immediately. “Current vacancies will be displayed at the show. So if you have a staff vacancy to advertise, then contact us or upload it now,” says Emma Dyer of Equine Careers. Also on the site is a sales agents’ database holding details of agents seeking companies to represent. In partnership with Julie Godwin HR Consultancy, advice is available on employment law, performance management, contracts and negotiations, training, disciplinary and grievance issues.


Stand THIS Dutch exhibitor aims to satisfy the demand for B3.1 ‘green’ products by combining sustainability with fashion. EquiRex is about ethically produced, high level equestrian sportswear. It aims to serve an environmentally conscious audience that the company believes has been neglected by the main equestrian fashion brands. With its unique designs and outstanding fit, the EquiRex collection appeals to professional and amateur riders, particularly those looking for something unusual. This stand can be found within the NewZone at BETA International. Call in to see (and feel) the super-soft organic cotton, pure merino wool and amazing recycled polyester lightweight jackets. The innovative Blue Sign fabric breeches will be shown too.

FAIR MARE PRODUCTS Stand ANIMALS love to E3.1 scratch – so let them do it safely. That’s the theory behind the Right Angle Scratcher seen here. The flexible, texturised panel can be mounted on pasture posts and stable walls. Safe scratching promotes animal wellbeing through increasing circulation and blood flow, which makes animals happier and healthier, says Susan Lyon of Fair Mare Products. The Right Angle Scratcher is also great for square posts and corners of buildings.

FAULKS & COX Stand FROM profit to impulse, and every C7.1 retail tactic in between, you’ll find inspiration for them all here. New counter-top Profit Packs are on offer at Tubtrugs owner Faulks & Cox Ltd (FCL) plus a new twist on some traditional products. “Having a wealth and depth of experience in retailing gives FCL the expertise to know what will grab customers’ attention,” says Chris Birch, sales manager. “Between our team we’ve sold just about everything to consumers and all enjoyed the ‘upsell’ part where counter space is often used to squeeze in that extra sale at the till.

“Profit Packs have helped retailers to achieve sales far beyond their expectations; now we have rolled them out to loads more products to encourage impulse purchases,” he added. The new Counter Top Profit Pack products are a food stirrer, a safety knife, the 5 litre Tubtrug and the Super Scooper, all in alluring full colour displays. Sold under the trusted Tubtrugs brand, they’re the perfect impulse purchases. Money does grow on trees, according to FCL whose new Profit Tree displays shovels and forks beautifully and maximises floor-space a treat. On top of that, the new Tubtrugs polypropylene shovel lives up to the FCL ‘Light and Bright’ motto. This stand is all about making life easy and profitable for retailers.

FJÄLLRÄVEN/HANWAG Stand THERE’S heritage K10.1 aplenty here as Fjällräven showcases its Greenland Jacket. One of the brand’s first ever outdoor jackets, it was introduced in 1968 and has remained a firm favourite ever since. Made from hardwearing G-1000 fabric, the Greenland’s functional design has remained unchanged for more than 40 years. Fjällräven also showcases its latest collection of outdoor and country clothing featuring jackets, trousers, shirts and packs. G-1000 fabric continues to play a part; the tightly woven blend of polyester and cotton protects against UV rays, thorns and biting insects including ticks.




Stand POLO shirts, tee-shirts, sweatshirts, jackets, gloves and F1.1 half chaps in a host of colours and sizes are all new here. Pakistan based First Euro (Manufacturers) has created its latest launches using the best and most up-to-date technology. The result is a bright, cheerful collection designed to keep the rider comfortable and relaxed. Managing director Noman Arshad looks forward to meeting you on this stand.

FLINT’S YARD Stand DISCOVER a new midge C1.3 repellent lotion called ‘Itching?’ Flint’s Yard has invested many years’ research into sweet itch and what repels midges. Together with veterinary trials and assistance from the University of Plymouth, the company has developed what’s claimed to be an extremely powerful and advanced weather resistant midge repellent lotion. With fantastic trial results, Itching? is licensed with the Health & Safety Executive (HSE) and manufactured in the UK. The product has a striking shelf presence and favourable retail mark up. The RRP is £14.95.


Stand FOR more than 25 years, Irish company Gain Horse Feeds C4.3 has produced feeds for all categories of horses and ponies. Today the brand is associated with some of the world’s top riders and trainers, including Nick Skelton, Oliver Townend, Roland Tong, Cian O’Connor and Aidan O’Brien. Gain Horse Feeds is

the official Irish feed partner for the Alltech FEI World Equestrian Games in Normandy this summer. Gain Horse Feeds strives to incorporate the latest scientific research into its production techniques and product formulations. The company works closely with independent nutritionists. The company has developed close relationships with its suppliers. Its team of cereal specialists monitors the crops used from when they are sown right through to harvest. Gain Horse Feeds are manufactured in a UFAS approved mill and comply with the UFAS BETA NOPS code of practice.


BETA International 2014 2013

Stand THIS supplement specialist and BETA International D10.4 debutant was founded in 1999 by veterinary surgeon Dr Stephen F Ashdown. Global Herbs makes supplements originating from established traditional practices yet backed by a modern, scientific approach. Although focusing on the equine sector, the company launches a range of products for poultry, dogs and cats. Global Herbs also offer an advice line service for pet and equine health queries, managed by Stephen. Featuring on the stand will be new products such as HOCKS and Bad Weather, as well as bestsellers Movefree Plus and SuperCalm. Visitors can enjoy exclusive offers including a special ‘opening account’ package for new stockists who register at the show. “BETA International is the start of our increased strategy of customer support,” said David McGregor, national sales manager.


Stand FRED PARKER, a silversmith who in 1915 was invited to P11.4 the US to engrave the trophy for the Kentucky Derby, was the great-great uncle of the founder of this brand. See the Premier Enclosure range of top quality cotton men’s and women’s smart/casual shirts. British designed, original detail lends additional appeal for the equestrian market. The men’s shirts come in classic fit or slim fit, plain or striped with short sleeved shirts made from an original horse and rider printed cotton. Ladies’ shirts are available in long sleeved, plain or striped cotton in a variety of vibrant colours.

GALLOP EQUESTRIAN Stand THIS leading UK wholesaler of items for horse and rider K7.1 celebrates its tenth year of trading with an exciting new range available for early viewing. The S/S collection includes jodhpurs and fly rugs; while coming soon for A/W 2014 are Blueberry Plaid turnout rugs. Be sure to see the all new Mini Chiltern Boot for riders - with special pre-season offers for BETA International visitors. This year also marks the start of Gallop’s partnership scheme. Thanks to some competitive pricing, it means retailers can easily afford to compete with online merchants, while maintaining realistic profit margins. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

GRUB’S AND USG Stand ON the first day (Sunday), footwear brand Grub’s P2.1 welcomes world renowned artist Jo Taylor to launch a competition to win Fearless Horse. From Jo’s War Horse series, the painting was inspired by the Steven Spielberg film. War Horse theatre puppets will also be at BETA International. On Monday, event rider Ben Hobday joins Grub’s to help promote the range within the equestrian sector. Grub’s was established in 2003 to create comfortable, high performance gear for the field sportsman and fly fisher. Team members are active field sportsmen, fishermen or equestrian supporters so they know what works in the field and - more importantly - what doesn’t.

Of particular interest to riders are the Rideline tall boots and the Outline short boots. Designed with a tapered toe and positive heel stops for in-stirrup safety, their smooth hair grain rubber finish gives an elegant look. Hard Toe technology provides added protection around horses, while Hexzorb’s shock absorbing qualities make dismounting and walking more comfortable. USG is a distributor of Grub’s.

STETSON & HARDY & PARSONS Stand THIS exhibitor was founded in 2002 by Maurice Greig to P7.2 supply superbly crafted belts and leather goods. Hardy & Parsons' Master Saddlers use English vegetable-dyed bridle butt leather. Fittings come in solid brass, nickel or pewter. Each piece is entirely hand-made in England using traditional skills.


Stand THIS UK manufacturer, with many years’ experience in A1.1 the equestrian trade, specialises in practical, stylish items. See best sellers such as the stretch Good Hood, designed to stay safely clear of the horse’s eyes; and BOBhat , worn under any style of riding hat to keep the head and ears warm and protect the hat lining. Established ranges include Cool Leg Wraps, Hot-Chilly Leg Wrap, Magnetic Therapy items, the thermal and wicking Warmwick collection of exercise sheets, leg wraps and dog coats - plus the finishing touch for any rider, Hairnets and Bow-nets. As well as its own branded products, Harpley Equestrian offers a commission manufacturing service to companies requiring reliable, flexible UK production of girths, rugs, numnahs, etc.

Stand SEE beautiful, classic and contemporary clothing for men P9.8 and women designed and manufactured in iconic Harris Tweed. Each garment is lined with the company’s exclusive Harris Tweed Orb logo lining and trimmed with buttons sporting moleskin and velvet touches. Accessories are made with Harris Tweed and fine leather. “We have the flexibility to produce both small and large quantities and our pricing is always competitive,” says Sophie Howarth of the Harris Tweed Clothing Company.





HAY-PRESTO Stand THIS hay feeder was designed by a horse owner eager to find F9.2 a solution to the fiddly and frustrating business of filling haynets yet keeping the benefits of trickle feeding. Seven years in development, the robust Hay-Presto saves time, money and physical effort thanks to less refilling due to increased net volume. It can be mounted at a height to suit the horse and owner, inside and out, and is suitable for most types of hay and haylage. Worn or damaged nets can be replaced. For the horse, Hay-Presto provides a low, natural eating position which reduces the risk of hay seeds getting into eyes. Once empty, the net doesn’t dangle but is held in a fixed position.

HEATHER HATS AND ACCESSORIES Stand FRESH from a successful first year, this BETA International P10.5 debutant has expanded its hats and caps collection. See hats in wool tweeds from British suppliers such as Abraham Moon, Harris Tweed, Mallalieu and Urban Fabrics. Satin linings bring out the subtle nuances of the tweeds. Heather Hats says its strength is luxury products at affordable prices. Also on show will be new styles in ladies’ and men’s bags and wallets, again in British wool and Derby tweeds, plus traditional country hats and caps made from waxed cotton, wool felt and quilted nylon.

HIPPOLIA CLUSTER /NORMANDY HORSE Stand EXPLORE equestrian activity in Normandy, France – the setting H10.2 for this summer’s World Equestrian Games (WEG). Normandy Horse is a group of organisations dedicated to promoting excellence in the region’s equestrian industry. They include professionals, companies, research laboratories, training centers and institutions. Leading the group at BETA International is Hippolia Cluster. With the aim of improving competitiveness, it helps companies with research and development, innovation and international promotion. Participants include Michel Vaillant who makes horseshoes, studs and other farriery equipment; Equithalasso with its health spa products for horses and equine fitness clinics; Ravene, a pharmaceutical company offering equestrian care products; Armistol Sapo which manufactures leather care, hoof care and other cleaning products; and Yu Sports with its customizable textiles for riders and horses.

HORSE FIRST Stand HORSE First has become a H1.1 globally recognised supplements brand – and not only for its distinctive red and white livery. With top riders such as Michael Whitaker, Ludger Beerbaum and William Fox Pitt using its products, as company owner Paddy Hughes points out: “Horse First supplements are manufactured by horse people for horse people and deliver results that can be seen and felt.” At BETA International, Horse

First showcases its new supplement BWell Gold, a complete daily multivitamin for health and performance of horses and ponies. 2013 saw the launch of the subsequently successful Relax Me Now and Heavy Sweat Now syringes. Find out more here. The Horse First team is looking forward to catching up with its loyal customers and welcoming potential new stockists. The company can also provide marketing support to help retailers increase sales. 106


HI-TEC Stand BRITISH outdoor footwear brand HiP9.6 Tec exhibits at BETA International for the first time ever. So this is a great opportunity to talk to experts in this sector and check out some of its unique and innovative styles. Ideal for all outdoor activities, Hi-Tec prides itself on high performance and great value. Its footwear features some of the latest technologies including Vibram, Ortholite and Thinsulate Insulation. “Team Hi-Tec looks forward to this exciting new opportunity to meet the BETA International visitors,” says UK and Ireland marketing director Helen Durant. “See you there!”

THE HOOF-IT COMPANY Stand WE don't do pink or bling we just use innovative materials to A7.3 create clever, easy to use products that do the job, says Rachel Measures, a chartered physiotherapist. See the new Therapeutic Back Pad here. Using a high density, slow release memory foam that reacts to temperature, it softens on contact with the horse’s skin. "I found the memory foam therapeutic saddle pad to be especially beneficial for my veteran who has historically always been very sensitive and cold backed,” reports one happy customer. Other products from Hoof-It Company include the Hoof-it Poultice boot, Quick Clips, Therapeutic Hoof Pads and Memory Foam Saddle Cloths.


Stand THE 10million homes across the UK and Ireland that can F9.3 watch Horse & Country TV have now been joined by millions more across Holland, Sweden and Belgium where the channel has launched localised versions on the biggest cable systems in each market.

Since December, viewers in the UK and Ireland can watch the live channel and get seven-day catch-up on their laptops, smartphones and tablets with the new H&C TV Everywhere service. “Televison plays a key role in the marketing plans of an ever-growing number of equestrian brands and 2014 is a great year to join them,” says H&C TV’s Richard Burdett. “As well as our mix of world class competition, behind the scenes and how-to programming, we’ll be broadcasting extensive coverage in the lead-up to and during WEG, the equestrian sporting highlight of the year.” Along with spot advertising, the channel offers sponsorship opportunities and a thriving social media and online presence. “Talk to our team and we can put together the right package for your brand,” adds Richard.

HORSE & HOUND Stand FOR more than 125 years, professional riders, competitive D7.3 amateurs and everyone in the equestrian industry has read Horse & Hound. For 2014, the weekly title has five bumper issues, all perfect bound with extra pages and a glossy, standout front cover. The dates are: 27 February (show issue), 15 May (Badminton report), 21 July (World Equestrian Games (WEG) preview), 4 and 11 September (WEG report) and 4 December (review of the year). Horse & Hound has lots of fabulous plans for following the WEG action both online and in print. The magazine will also be introducing new columnists and guest editors throughout the year. complements the magazine and is the place online for equestrian enthusiasts. With breaking news and up-to-theminute coverage from all the major events, plus a lively forum and hundreds of horses for sale, there are many ways that users can interact with the digital side of the brand. H&H’s sister title Eventing can also be found here.

HORSECROCZ Stand SEE a new product - designed and manufactured in Britain. B3.4 Horsecrocz are for use over other equine foot dressings to protect them from scraping and general wear and tear. A useful addition to any equine first aid kit, the flexibility of design allows two sizes to fit the majority of horses. Horsecrocz are quick and easy to put on and remove and can be reused several times making them cost effective. Small holes in the sole allow liquid to be injected in by vets or farriers to create a conforming hoof/sole support. The open design around the hoof wall increases flexibility and breathability avoiding a build-up of moisture. Horsecrocz are robust enough to allow horse to be turned out while still protecting hoof dressings. For retailers, “realistic” margins are offered.


Stand HORSESHAPE is a mobile 3D measurement system for horses’ B4.4 backs. It’s an invaluable tool for saddle fitters and saddle makers. It’s very easy to use, too. Just position the scanner over the horse’s back, and modern image recognition algorithms and automatic lighting do the measuring. The data is then uploaded and processed on the online platform. The information collected by Horseshape can be accessed anytime worldwide. Many large saddle makers are now directly connected to its platform. Every measurement can be digitally shared to provide an accurate basis for saddle manufacturing. Horseshape can also be used to monitor changes to horses’ backs, therefore helping make saddle fitting transparent. 108


Stand LEARN more about J4.1 nutritional licks and holders, see eye catching POS and take advantage of exclusive show offers. Licks are becoming a popular way of supplementing the equine diet. They are palatable, time saving and simple to use, says Horslyx. They also offer good value for money - a huge selling point for retailers. Horslyx is produced via a patented method exclusive to manufacturer Caltech. Molasses and oil are cooked, and when they cool down, the nutrients are added. The lick then sets and becomes hard. The end result is weatherproof and contains no chemical hardeners, artificial colours, preservatives or flavourings. Designed to balance the deficiencies in modern day forage and grazing, Horslyx encourage a natural feeding pattern to aid digestion, while also helping to reduce boredom. Every tub contains a Healthy Hooves package with biotin, methionine and chelated zinc as well as a high oil content and anti-oxidants.


Stand CHECK out a new massage therapy rugs E7.1 for horses and dogs here. Horseware has exhibited at BETA International for more than 20 years, and this year showcases its popular Rambo, Rhino and Amigo rug ranges. The Rhino collection has had a revamp with new colours for winter 2014. The stylish Horseware Ladies, Horseware Polo and Horseware Platinum collections can also be seen on the stand and in the fashion show. Always with an exciting launch up its sleeve, Horseware introduces Sportz-Vibe massage therapy rugs for horses and dogs. Based on the BETA International innovation

award winning Ice-Vibe therapy boots, SportzVibe is a lightweight, portable massage blanket. Since it boosts circulation, it’s ideal for dogs suffering from back or hip conditions - and for performance horses as a warm up or recovery blanket to help ease soreness and stiffness after long work-outs. Massage and warmth before exercise can help reduce the risk of injury as increasing blood flow to muscles, tendons and ligaments helps make them more elastic. Sportz-Vibe can help manage everyday wear and tear, while rehabilitation through injury can be achieved more quickly, says Horseware.




Stand THIS Scandinavian supplier of equestrian equipment and K4.1 clothing is rapidly becoming a major contender on the UK market.

Functional and stylish designs inspired by the Scandinavian look is part of what sets Horze apart. See the exciting new seasonal collections for Horze and B Vertigo on the stand. Horze and B Vertigo products are becoming increasingly popular amongst UK consumers, a fact that is reflected in continuously growing sales, says Emilie Sandersen, sales manager for Horze UK. Working with a production and distribution network under company control enables Horze to offer retailers competitive mark-ups, while their customers in turn receive the benefit of well priced products. "Everyone - including the consumer - feels they have bought quality at the right price," says Emilie. In addition, she adds, Horze guarantees excellent customer service, marketing support and a matchless availability and supply record.

HORSOLOGY Stand NEW exhibitor Horsology was founded in 2013 with a mission D3.2 to make life better for horses and their owners around the globe. 2014 sees the launch of the second phase of this unique business. Keeping their plans under wraps until the show, Horsology will only reveal “it’s a game changer for the equestrian industry.” Visitors and fellow exhibitors alike are invited to find out more at this stand. You can also enter a competition to win a prize package worth more than £5,000 to help you grow your business in 2014. The first range of branded merchandise is also to be unveiled, with further products joining the Horsology friendship bracelet.

J A Allen Stand BROWSE J A Allen’s bookshelves at BETA International and A3.1 preview some of the fabulous new books for 2014. These include Suffering in Silence – The Saddle-Fit Link to Physical and Psychological Trauma in Horses, Vanessa Bee’s 3-Minute Horsemanship, and the impressive Dog Anatomy Workbook – A Guide to the Canine Body. Established in 1926 and recognised internationally as a leading publisher of equestrian books, J. A. Allen has a list of unrivalled scope. It publishes books for the horse world at every level.

KEYFLOW FEEDS Stand HAVING scooped an armful of awards on its first trade fair D9.2 appearance in 2013, Keyflow returns this year. The company, which produces branded feeds for Sir Mark Todd and John and Michael Whitaker, has increased the size of its stand and is now located next to the horse demonstration arena. Managing director Cam Price and his team will be on hand to meet and greet customers old and new and take them through the range of formulations. Sponsored riders will also be calling in to talk to retailers about the advantages of Keyflow Feeds from a practical perspective. 110


Stand THIS will be the first ever appearance at a UK trade show P 9.1 for this fashionable lifestyle brand. With a rich equestrian history in clothing, accessories and riding equipment, the team behind HV Polo pledges to run its

business just like a polo player goes into a match - with passion, commitment, creativity and courage! See unique styles for men and women here - where sport meets fashion. The exciting new Winter 2014 collection which will be on display for pre-order. Retailers are invited to book appointments ahead of the show.

JACK MURPHY Stand THIS label’s P4.1 Dublin based design team strives to enhance each and every piece with thoughtful and luxurious finishing touches for a dash of Irish charm. See the winter 2014 collection here. Encompassing tweed styles, waxes, knitwear, country quilts, shirts and fleeces, texture is key to the new collection. There are faux sherpa linings, faux fur accents and fabric combinations throughout. Tweed is showcased. Also noteworthy is the whimsical Buckley Beagle print, a limited edition print exclusive to Jack Murphy. The colour palette features sumptuous berry tones of wine and red, wintry blues, earthy hues of brown and cream, refreshing greens, hints of glorious pink and heartening shades of orange... perfectly seasonal and superbly heartening.






JOHN WHITAKER/BROGINI Stand JUST like its world-famous namesake, horse and rider F7.1 wear from the John Whitaker International Collection meets high standards. New products continually join the range. Look out for the 2014 Saddle Collection, a comfort enhancing range of saddles for every discipline. And the revolutionary Universal Bit, which has more than six positions to suit a variety of horses. The new Whitaker Victory Helmet, as worn by John Whitaker at Olympia, is already a best seller. Brogini supplies long boots, paddock boots and gaiters, suitable for all forms of riding. A made-to-measure system helps every rider find their perfect fit. Newly launched from Brogini are the Lazio and Taranto Boots, featuring elasticated rear panels and super-soft grain leather. There’s no need to wear in these boots!

LAKELAND FOOTWEAR Stand THIS supplier of waterproof footwear returns to BETA Q10.1 International in anticipation of starting to supply trade accounts once again. Call at this stand to find out more.

LFA CELTIC Stand LEARN more about this subsidiary of the Lesaffre group, A7.4 the world’s largest manufacturer of yeast and yeast extracts. With around 100 companies operating across all five continents, Lesaffre is commercially active in 190 countries. Its range of natural yeast-based additives works by balancing intestinal bacteria, thus reducing digestive problems and acidosis. This improves digestibility and animal health. “Our success as a group has been built upon technical innovation and in providing tailored solutions to common nutritional problems,” says nutritionist Catherine Hale. The company’s UK and Ireland operation has its head office in Shannon, Co Clare and a distribution centre in Doagh, Co Antrim. “We also form a centre of technical excellence in the field of equine and animal nutrition,” added Catherine. “With experts in all major livestock and companion animal categories, we give help and advice on the use of our products, as well as on all aspects of feeding, management and diet formulation.”


KANYON OUTDOOR Stand CALL here to see country lifestyle waterproof boots - plus M8.3 Lemigo, a new range of lightweight Wellington boots with removable thermal linings. “Our mission is to provide our customers with high quality, lifestyle footwear with in-stock support, offering excellent margins and customer service,” says Ellie Taylor of Kanyon Outdoors. This brand has been developed by experienced shoemakers to offer comfort, style and endurance at a fair price. “Our footwear is handmade by craftsmen and traded with integrity so that our customers trust and enjoy our products,” added Ellie. See new styles and ranges for A/W 14.

KOZI KIDZ Stand FOUNDED K10.2 in 2008 by husband and wife team Tomas and Linda Torstensson, this exhibitor offers attractive and functional outdoor clothing for children. The label combines eyecatching Scandinavian design, high-quality fabrics and attention to detail. Its A/W14 range includes an extension of its PU rainwear garments. Kozi Kidz unveils the Stockholm Jacket (pictured) featuring fake goose down padding with a waterproof, breathable polyester exterior. Reinforced elbows, zipped security pockets and a detachable hood with a faux fur trim are important details.

LV SPORTS Stand SEEN at BETA International for the first time, La Valencio K9.1 is a young Dutch equestrian fashion label for ladies and girls. Founded three years ago, tops, cardigans, jackets and breeches feature in the collection, as well as rugs, bridles and halters for horses. Keywords are sporty, colourful, comfortable and affordable. In Holland, La Valencio supports young dressage riders Lotje Schoots and Lynne Maas.

BETA International 2014 2013



IF you’re in the market for stable toys, licks and treats, then visit this stand. New products include re-designed Likit Refill packaging that’s now even easier to open, plus the Likit Electro-Bar which provides important electrolytes in the palatable and easy-to-feed Likit Bar format. Situated next to the horse demonstration arena, Likit will also display its entire range of colourful and innovative products. All are professionally produced and packaged, and supported by imaginative marketing. As well as manufacturing an extensive range of stable toys, the company produces Likit Refills, Treat Bars and Snaks, all of which represent valuable repeat sales for stockists. Managing director Andrew Robertson and brand manager Lindsay Gall will be available to show you the range and share ideas for maximising sales and keeping customers coming back for more. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Stand NEW Lord & Lady Muck pony shampoos remove the B3.2 toughest grime from the dirtiest pony. Kind and gentle to children and ponies, the shampoos are formulated to be as natural as possible, ensuring little hands and hooves are safe and protected. In fun colours and eye-catching packaging, these yummy smelling shampoos are a musthave for any owner who wants to scrub up her pony. The formulations include tea tree, aloe vera and lavender extracts to soothe the skin and protect against bacteria and funguses. Lord Muck contains additional extracts of seaweed, a natural coat conditioner, while a splash of pink grapefruit and cranberry adds a fruity twist to Lady Muck. Pop along to this stand to pick up some exciting goodies.

Stand A NEW range of equine nutraceuticals, coat and hoof F9.1 care products is launched at Lillidale Animal Health. The UK-based company has been supplying the racing industry in the Middle and Far East with its own products, as well as other supplement, care and veterinary pharmaceutical brands for more than 20 years. Lillidale is also the exclusive representative for Science Supplements in the Middle and Far Eastern markets. Now selling in the UK and Europe, this family business offers a new product portfolio including vitamin and mineral supplements, milk formula for foals, an electrolyte, anti-insect and healthpromoting coat preparations and hoof care lines. Retailers expressing an interest in the products at the show will be offered a 10% discount on their first order. There’s also the chance to win a top of the range mountain bike on this stand.

MEDILOGIC Stand THIS flexible saddle mat captures pressure distribution E3.7 from a saddle while it’s on the horse’s back. Thanks to a wireless system with a range of around100m, it can be used in an indoor school or outside. Medilogic software displays in real time the complex interaction between horse, saddle and rider during movement and while standing – and with or without the rider. It’s not only a valuable saddle fitting tool, but a useful measure of various pressure in motion and a monitor of the rider’s position and influence.

ONTYTE Stand OLYMPIC gold medal winning show jumpers Scott Brash, B5.2 Nick Skelton and Peter Charles are among the fans of these magnetic stirrups. OnTyte is a patented system of magnetic attraction between the stirrups and riding boots. It’s said to give riders an immediate sense of stability and control, encourages a correct leg and foot position and provides confidence that the stirrups are in place where you want them. OnTyte stirrups come in several styles for different disciplines. The stirrups are paired with OnTyte’s Italian made boots, or a rider’s favourite boots can be adapted with the brand’s easy-to-use Resole Kit. Visit this stand for a live demonstration.




LS SALES (FARNAM)/ LESLIE SUTCLIFFE Stand NEW SimpliFly is a larvae lifecycle inhibitor for A2.1 use in conjunction with Tri Tec-14 to help keep your customers’ stables fly free. Ideal for customers concerned about biosecurity, using both products together kills virtually all carriers of infectious diseases. The result is a happy, fly free horse for pence per day, says Leslie Sutcliffe who fronts this stand.

LS Sales (Farnam) imports fine products to offer your customers great ideas, while you make good profits. 48 hour delivery is available on most products from a fully stocked warehouse. USA based Farnam is home of well-known multivitamin supplement Red Cell. The brand has about 185 supplements and grooming products, of which more than half are imported into the UK by Leslie Sutcliffe. Also on this stand is LAS - the riding helmets that fuse high tech with fashion. The J1BV Star model is the choice of top flat jockeys; the XT-VIP is worn by dressage riders Daniel Watson, Nicola McGivern and Amy Stovold plus show jumpers Tina Fletcher and Darby Ward. Other lines include Wentworth Saddles - designed in Australia and made in England, Stride Free Race exercise saddles and Tingley rubber overshoes. LS Sales distributes to retailers through wholesalers or directly to shops.

BETA International 2014 2013

People behind the brands


Getting to know... Leslie Sutcliffe Where will we find you at BETA International? LS Sales (Farnam) Stand: A2.1 What’s the big news on your stand? The launch of SimpliFly. It’s a fly larvae lifecycle inhibitor that will keep the fly population down and help keep fly borne diseases at bay. Biosecurity is so badly needed in the UK. There are lots of reasons to be optimistic about 2014, what’s yours? Working with Farnam always makes me feel positive. Did you know that Farnam is part of Central Garden and Pet, one of the largest pet supply companies in the USA? The business is supported by a full laboratory, veterinarians and entomologists. That’s another reason to feel optimistic about our ability to import products that help keep horses happy and healthy. When did you last ride a horse/sail a boat/climbs a mountain/arrange flowers? While travelling to find great products, I enjoy finding young horses for the US market. I’ve already sold some horses that will be trying for the 2016 Rio Olympics. No matter which discipline, I can point you to the correct horse to achieve your equine career goals. What are you looking forward to most about BETA International? Updating stockists on our full advertising, marketing and promotional programme that’s designed to push sales on their behalf. We offer an advice line for any customer or shop owner. We currently sponsor riders across all disciplines – so our equine knowledge is second to none.


MARS IMPEX Stand THIS harness manufacturer has been in business for more than E8.7 three decades. “We are equipped with the technical know-how and infrastructure to fulfil all requirements in terms of quality and quantity,” says spokesman Ahmad Saboor.

NATURAL ANIMAL FEEDS Stand NAF returns to BETA International after more than a decade away H3.2 to capture international interest. Well known as an Official Supplier to Team GBR, NAF is a five star British brand. You only have to walk into any good British equestrian retailer or open any equine publication to see for yourself! As a pioneer of equine health and performance supplements with an established market here in the UK, NAF has in recent years expanded internationally to create a market for its products far beyond these shores. To date, this has been gained through established contacts and an increased presence at international trade shows around the world. Now the company has decided the time is right for NAF to make a statement of intent – the arrival of ‘NAF International’ at BETA International 2014. As well as showing the NAF product range, the company will demonstrate the strength of the five star retail and marketing support that comes as standard when a retailer teams up with NAF, wherever they are in the world.

OMEGA ALPHA EQUINE Stand CANADIAN exhibitor D11.4 Omega Alpha Pharmaceuticals was founded more than 20 years ago by Dr Gordon Chang, holder of a PhD in physiology and biomedical engineering from the University of Toronto and who has also trained in clinic biochemistry. Since its inception, the overriding doctrine for product development at Omega Alpha is that all product formulations must be based on scientific fact. “Every ingredient is studied before being used in our product formulations. All products are laboratory tested for quality before being released for sale,” said a spokesman.

“We currently sell over 200 different herbal and vitamin/mineral products specially formulated to produce optimum health in people, horses and small pets.” Omega Alpha is regulated by Health Canada for the production and sale of natural products. “We also instituted quality control measures which are very specific for the production of herbal products,” added the spokesman. “All of the herbs supplied come in a whole, uncut form allowing us to verify the identity of the medicinal herb thus ensuring there were no adulterations and no substitutions made.” Omega Alpha has grown into a 35,000 square foot facility producing every product it sells sell. The brand can be found in many parts of the world, including Canada, the Caribbean, Cyprus, Hong Kong, United Arab Emirates, UK and the USA.

This feature has been compiled from information supplied by BETA International exhibitors. To find out more, visit the show at the NEC, Birmingham on 16 – 18 February. For a full list of exhibitors see


Stand PAMPEANO specialises in the wholesale of high quality polo F10.3 equipment for horse and player. From polo mallets and player kit to complete sets of pony tack, the comprehensive collection meets the needs of the retailer supplying polo amateurs and professionals. A well as Pampeano label products, there’s the option for retailers to order goods under their own label (depending on volume). Pampeano is also a premium polo belt label stocked by leading department stores and independents. Its lifestyle collection includes Argentine dog collars and leads, illustrations, china mugs, sculptures and a personalised baby polo mallet.


Stand THIS UK manufacturer of plastic feeders showcases its HayK5.3 Saver, also known as the Slow Feeder. Ideal for use in the field or stable, the makers say it’s guaranteed to minimise hay wastage by up to 50%. See flexible buckets and corner hay feeders on this stand too.

PATRICK SADDLERY Stand PATRICK Saddlery H11.2 launches the Flexile range of saddles featuring dressage and jumping styles. The Walsall based manufacturer is renowned for its high quality, handcrafted bespoke saddles where attention to detail is important. The popular Celestial changeable gullet plate range will also be displayed, alongside the Decorus range of made-to-measure saddles.

Stand FIND out how Matchmakers International’s A/W14 H4.1 collections bring together everything for horse, rider and the equestrian fan. The Harry Hall, Caldene, Masta, Cottage Craft and Tottie brands all have their own distinctive ranges. Among the classic Caldene winter coats, the stylish Helmsley padded wax look jacket in chocolate, damson and fern is set to turn heads this autumn with its faux fur collar and belted waist. The new Caldene Flinton jodhpur offers shaped back pockets with ‘shooting star’ embroidery and diamante detail. Close contact cuffs in lightweight stretch fabric provide a good fit and reduced bulk in long boots. Harry Hall’s new collection brightens autumn with pretty cerise and lilac tones, along with shades of grey, navy and plum. The Harry Hall Malton waterproof jacket features a detachable hood, reflective detail, ventilated under arms, a two-way zip front and elasticated half waist at the back. Also from Harry Hall come Chester Sticky Bum jodhpurs, aimed at providing added grip when in the saddle thanks to the sticky bum fabric used on the dressage seat. For safety products, there are riding hats and body protectors – and don’t miss the glamorous Harry Hall Glitter riding hat designed to offer maximum protection. To its ever increasing range of equine accessories, Tottie has added the new Cosmic collection and introduces the Cosmic Tendon and Fetlock Boot Set, Cosmic Headcollar and Lead Rope and Cosmic Shaped Saddlecloth. The latter has heavyweight fill along the back and lightweight fill down the sides for a close contact feel. Key new pieces from the Tottie clothing range include the Anya jean style jodhpurs with synthetic suede knee patches and the Flora relaxed fit polo top with Union Jack sleeve. Brand new for A/W 2014 is the Masta Avante Plus 200 Fixed Neck Turnout, also available in turnout and turnout neck cover versions. The Avante Plus 200 is cut to a selfrighting pattern with forward positioned shoulder gusset for freedom of movement.

People behind the brands Getting to know... Liz Hopper, newly appointed commercial director at Matchmakers International Where will we find you at BETA International? Matchmakers International Stand H4.1 What’s the big news on your stand? The Matchmakers International A/W 2014 collections from leading brands Harry Hall, Caldene, Masta, Cottage Craft and Tottie include cutting edge products that we are very excited to showcase. We have introduced a bar on the stand for the first time and really want visitors to come along, have a drink with us and learn more about the hundreds of new products we are launching. For me, personally, the new Caldene Helmsley padded waxlook jacket is just a fantastic key item that’s set to be a huge hit this season. There are lots of reasons to be optimistic about 2014, what’s yours? Without doubt, 2014 is set to be a very exciting year for Matchmakers International. I’m new to the management team and it really is a time when we want to bring new ideas to the business and industry as a whole. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? My two sons fill much of my spare time, I retired from riding many years ago but who knows, maybe I will start again this year! What are you looking forward to most about BETA International 2014? As it will be my first time at BETA International there’s so much to look forward to - from meeting our loyal retailers, to new business acquaintances and industry professionals. The team have said the fashion show is always a ‘must see’, so I’ll be making sure that’s at the top of my agenda, especially for the Harry Hall and Caldene scenes!

BETA International 2014 2013





PHOTIZO UK Stand THIS first-time exhibitor introduces an affordable, evidenceD8.6 based Red Light therapy device.

The Photizo Vetcare, designed to speed up healing and provide natural pain relief, is easy for horse and pet owners, trainers and breeders to use. Red Light therapy is scientifically proven, non-invasive and speeds up healing (by up to 60%), says supplier Danetre Health Products. But treatments are normally only available through highly trained professionals using expensive, complex laser/light therapy devices. By contrast, Photizo Vetcare is simple to use and delivers a one-touch, 31 second, pre-programmed effective dose of red and infrared light. Best results are achieved when light therapy is applied quickly after an injury occurs and then as part of a professional treatment plan, making Photizo Vetcare popular with professional animal therapists and vets too. The device also provides natural pain relief for long term degenerative conditions such as arthritis. Treatable conditions include all types of wounds and superficial and deep musculoskeletal injuries.

POINT TWO/ EQUINE AMERICA Stand THE spotlight is on horsecare products and supplements from F10.2 Equine America and rider safety from Point Two. “Point Two continues to push the boundaries in 2014 and maintains status as the market leader in equestrian airbag technology,” says UK sales manager Kate Taylor. “Having supplied 14 nations at the London Olympics, our fastest growing market is now with leisure riders. So retailers should make sure they don't miss out on the latest developments. Be a part of the revolution in rider protection.” Ask about some amazing prizes up for grabs for retailers and their staff.

RAMBLERS CLOTHING Stand MADE in the UK by Fludes S.H, this lively label offers bright, L9.4 imaginative, fun designs for children in t-shirts, sweatshirts and fleeces. There are also classic, embroidered country styles for ladies. Says Simon Flude, managing director: “2013 was a come-back year for us in this sector. After a few years away from BETA International, it was great to be so well received. We have added even more styles for equestrian outlets so the 2014 show should be even better.” Ramblers is aimed at specialist outlets and independent retailers with distribution restricted to protect stockists in each area. RRPs on the children’s range are £10 for tshirts and from £20 to £30 on fleeces and sweatshirts. RRPs on ladies’ garments are from £30 to £45. Retailers can minimise risk with ‘little and often’ ordering. “New customers won at BETA International last year [told us they] felt our pricing was very reasonable,” added Simon. “Our quality is good and the designs are superbly detailed. We were confident on price but it was great to get confirmation from retailers.”






Stand FIND out about a full print service with tailored packages J5.3 to meet your specific requirements. Clients have access to the Redpin Flatplan, which is easy to use and totally flexible whether you’re producing a magazine, catalogue, book or brochure. It will save you time, keep you in control of your print project and allow you to view live previews. Flatplan accounts are password protected. No job is too big or too small, say Andy Haines of Redpin. “Our flexible approach ensures that whatever you need, we can help from a full contract publishing service including advertising sales, production and delivery to print only work. “With our printing and publishing expertise we will, with you, create the right product for your target audience.”

Stand THIS popular outdoor label returns to BETA International M9.1 showcasing its A/W14 ranges – and launching its new branding. The new collection fuses outdoor technologies with urban looks, allowing for style and performance in everyday life. Designers have also mixed fabrics such as fleece and quilting to produce technical sports appeal with country looks.


For the first time, Regatta introduces real down to its product ranges. A lightweight insulation offering excellent warmth to weight ratio, these down products are treated with a coating that repels light showers. In addition, A/W14 sees the trend for cosy snow boots (even when it’s not snowing) continue; from insulated fleece boots like the Lady Claxton to the Lady Dalton with a faux fur trim. Classic country styled and fashion-function wellies such as the Lady Baxley and Lady Bainbridge are set to be big hits this season. The Lady Juniper ‘wellibob’ offers extra prints and colours; and the Classic Country wellie featuring calf strap and buckle has been added for A/W14.

SADDLE INDIA Stand SEE a new range of plastic spring trees which retain the E8.4 design features of a traditional spring wooden tree. Saddle India has been making plastic trees for customers all over the world for the last 12 year. This new collection is aimed at the UK saddle maker. There are several options in stirrup bars, gullet plates and spring reinforcements for different trees. Saddle India also offers high density PU foam articles including seat foam, panel foam and variety of rolls.


BETA International 2014 2013

Stand SINCE the prototype appeared at BETA International last E4.6 year, this tack trolley has undergone a revamp. Now with a longer handle for easier pulling and broader wheels to go over gravel and soft ground, new Rolltack means your customers can say goodbye to hauling around heavy tack and finding a mounting block. As well as transporting saddles safely - the shaped trolley protects the flocking - the adjustable handle allows it to fit into the boot of an estate car or 4x4. The top of the Rolltack doubles as a mounting block or seat and can hold up to 18 stone. A wet/dry compartment keeps gear clean and tidy. Available in nine colours and suitable for all saddle styles, a shock cord holder allows long girth straps to be tucked up off the ground.


Stand SEIZE the opportunity! Find out about training courses H11.4 designed to enhance or update the skills of people working in the saddlery trade. Saddlery Training Centre (STC) courses are available in saddle, harness, bridle and side-saddle manufacture as well as repair and refurbishment. Short courses are offered to help trainees and more experienced saddlers gain City & Guilds Qualifications. STC is currently the only training provider in England offering the Government’s Modern Apprenticeship Scheme which is suitable for full time employed trainee saddlers. Saddlers who are self employed or working part-time may consider attending the New Entrants’ Training Scheme. Pictured are Verity Smith, Ellie Caisley and Tina Madsen who recently completed their training with Mark Romain (also pictured) of the Saddlery Training Centre.

RETAIL FUSION Stand RETAILERS: How relevant are you to the multi-channel C5.2 equestrian consumer? That’s the question to be answered on this stand. The use of smart phones and similar devices by consumers in conjunction with store visits means that multi-channel is a massive opportunity, says Retail Fusion. “There is little sense in continuing to carry the overhead of your physical retail premises unless you can leverage it by making it available to consumers online 24/7,” points out Laura Lyon. Retail Fusion enables web and store to share common data, enabling retailers to offer the likes of click and collect, manage returns of online purchases in store, reserve online and pay over the phone or provide customers with a quote in-store which can be accepted online later. Other options include the ability to buy in-store and have delivered, reward loyalty whether buying online or in-store, giftcards bought in-store used online and customers paying off credit balances via the website. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

Stand GET ready to witness a hot new H10.1 A/W 2014 collection of apparel and horse clothing. Schockemöhle Sports launches a footwear label called Tonics too. Colour themes combine navy and white (pictured); and also navy, cloud and white. Besides its seasonal items, Schockemöhle presents a wide range of new products from its standard ranges for horse and rider. The fashion label Fior Da Liso d'azione presents a compact outdoor theme including elegant fleeces, sweatshirts and quilted jackets. For the first time, Fior Da Liso d'azione introduces a collection for horses; it features sparkling crystals for those brilliant moments. The new Tonics footwear brand comprises paddock boots and half chaps, all of which impress with their innovation, functionality and fresh, sporty design. Established in 2005, Schockemöhle Sports is renowned for bridles and leatherwork. The company established its fashion label Firo Da Liso in 2010, now joined by Tonics footwear.

SEALSKINZ Stand THIS brand defies the weather. From yard N6.2 work to riding, SealSkinz has socks, gloves and hats designed to keep your customers warm and dry. As well as waterproof protection, durable dexterity combines with practical features. The Winter Riding Glove has a breathable membrane and insulation for increased warmth. Performance Competition Riding Gloves have a digitally textured leather palm for grip plus Coolmax liner for moisture control. The Children’s Riding Glove is a scaled down version of the All Weather Riding Glove – so SealSkinz can keep the whole family warm and dry.

SHIRES EQUESTRIAN Stand OFFERING a complete range of equestrian J2.1 equipment and riding wear, the Shires brand has grown steadily over the last 45 years to become one of the most trusted brands in the UK. The majority of its products are manufactured in Shires’ own factories allowing them complete control over the process. The various ranges represent great value for money - at affordable prices to consumers with good margins for retailers. Stocks are held at Shires’ Leominster warehouse for a fast, efficient service. The brand is promoted through a 250 page catalogue, distributed directly to the public, as well as promotion via magazines and social media.




SHERWOOD FOREST/PUFFA COUNTRY SPORTS Stand YOU’LL find these two famous names exhibiting together near Q3.1 the fashion show stage. “Our dual purpose stand proved so popular last year, we’ve decided to keep the same format and display both new collections to their fullest,” said senior designer Danielle Riggott.

Sherwood Forest stays true to its roots with colourful equestrian clothing that’s functional, good value for money and fun. Alongside the horsey gear sits a stylish yet affordable traditional range for country sports. Puffa Country Sports exhibits a new A/W14 collection in a plethora of colours with patterns to tempt the eye. After a successful first few years in its current stable, Puffa Country Sports has firmly established

itself back in the mainstream of British hearts and minds.

SAFETY RELEASE/ EQUI-PING Stand EQUI-PING allows handlers to tether horses safely B3.3 either at home or to a trailer/horse box when away from the yard. Under normal circumstances, the device keeps the horse securely fastened. It only comes into play if he panics and pulls back sharply. Equi-Ping is designed to ‘ping’ open at this point, helping to minimise potentially serious injuries if the horse continues to struggle. The design has been tested in a professional racing yard to ensure its reliability and effectiveness. Seven colours are available; yellow, red, black, pink, blue, purple and green.

STUD BUDDY Stand THIS patent pending product is described as the E3.4 horse owner’s new best friend. Designed to save the back, time and temper when applying studs, hoof dressings or poultices, it’s already going down well with professional and amateur riders and grooms.

People behind the brands Getting to know... Kate Fairhurst

BETA International 2014 2013

Where will we find you at BETA International? On the combined Sherwood Forest & Puffa Country Sports stand Q 3.1 next to the fashion show.


What’s the big news on your stand? Due the success of last year’s prize draw on the stand, we’ve decided to run it again. The prizes for 2014 will be our famous Puffa originals gilets and Sherwood Forest quilted jackets, all for handing in your business card. As usual, we will be fully stocked with drinks and nibbles to keep our customers going through the long days. There are lots of reasons to be optimistic about 2014, what’s yours? I’m happily looking forward to experiencing my third year at BETA International. On a personal note, I’m feeling very optimistic as I’m planning my wedding. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? I’ve recently started taking part in Park Run, which is an organised 5k run that takes place every Saturday morning at my local park. I also play East Midlands Regional Netball twice a week for a team in Nottingham. What are you looking forward to most about BETA International 2014? I’m most looking forward to putting faces to the names of all of the customers that I speak to throughout the year. I love meeting new people and finding out about them.


SOCIETY OF MASTER SADDLERS Stand COME and cheer on these saddlery apprentices as J11.2 they compete for the top awards in the Society of Master Saddlers' (SMS) competitions. They’ll be making foal slips, stud cheeks and stirrup leathers in the Saddlery Pavilion throughout the three days. “Most of the students competing will be looking for future, full-time employment and we encourage those attending the show to come along and talk to the students,” said Hazel Morley of the SMS. On Sunday, four apprentices from The Saddlery Training Centre (STC) compete. All enrolled on the Modern Apprenticeship, they are Eloise Caisley of Colne Saddlery, Leslie Evans of White Rose Saddlery, Tanya Baldwin, an apprentice with the Kings Troop RHA, and Lois Wybraniec who also took part last year. Monday will see second year Capel Manor College students Sophie Bassett, Daisy Franklin, Martina Dawson and Ellise Langley – in action. And on Tuesday, it’s the turn of first year Capel Manor College and STC students George Hills of Andy Wheals, The Saddle Man and Victoria Barnett of Bearhouse Saddlery plus Corrin Kin and Eva Shiyanova from Capel Manor to showcase their talents. Once again, prize money has been donated by The Worshipful Company of Saddlers. Call at the Saddlery Pavilion to find out about training courses and SMS member benefits. Prize winning entries from the Society’s National Saddlery Competitions will also be displayed.

THE SMART BUNKER Stand THIS revolutionary way to store and dispense feed was D8.5 recognised with an innovation award at BETA International 2012. Further accolades came its way at the Spoga trade exhibition last autumn. Smart Bunker is designed to keep feed fresh and protected from vermin and contamination. The low maintenance container is quick and easy to operate and only takes a few minutes to assemble. Feed is dispensed directly into a bucket, eliminating waste and the need for additional scoops. A set of scales can be placed under the bucket to monitor the correct amount for each horse. An important aspect of Smart Bunker is that feed is automatically rotated. So because feed at the bottom is used first, it ensures consistent freshness.

SPOOKS Stand HOT property on the show jumping scene, Spooks is among E10.4 the leading labels in Germany and now comes to BETA International for the first time. Well fitting, functional competition and casual clothing with stylish detail and trend setting colours, Spooks’ outfits take riders from the stable to the show and into their leisure time. The existing range of show jackets will be displayed in three new colours. They’re highly desirable for competitors in all disciplines but especially show jumping. Show shirts come in three new styles with lots of great colours. Competition and casual breeches are available in two new styles – and now with full seats as well as knee patches.

STORMCHASE Stand THESE water resistant, windproof and breathable wrist and D8.3 hand warmers are perfect for outdoor activities such as riding, shooting, fishing, cycling, golf, quad biking, archery, football and wildlife photography. Made in Britain using patented technology, Stormchase features a breathable membrane and insulation for increased warmth without moisture build-up. As well as providing grip and comfort in the cold, extended stretch cuffs give extra protection from the elements, yet leave the fingers free for dexterous jobs such as using a mobile phone or doing up a bridle. A custom fit service is available, as are various colours across the sizes.

TAURUS FOOTWEAR Stand BOOTS designed and manufactured for the equestrian and K9.2 country/outdoor pursuits market make headlines here. Taurus offers no gimmicks, just classic leather boots engineered for comfort, performance and style in a range of designs, colours and sizes –at great value for money. Taurus’ customers benefit from a knowledgeable, friendly and efficient customer service with stock available across the range for immediate next day delivery. There are no minimum order quantity requirements.

TOPFLYGHT Stand TOPFLYGHT presents a retail worm counting and gut hygiene A7.2 system. Under the brand system4worming comes an integrated postal worm counting retail product and a natural gut hygiene solution. The package is aimed at those wanting to reduce the use of chemical wormers and thus prolonging the usefulness of current drugs in the face of resistance. See also the range of TopFlyght first aid and care products alongside the new PurePower supplement range. This exhibitor also offers own brand labelling, product design and consignment stocking for large or chain stores wishing to promote a store brand.





Stand SEE fresh collections and new products from Finest F6.1 Brands International’s well-known brands. “Today’s consumers expect and demand style with functionality, chic with durability and individuality with affordability,” said managing director Sarah-Jane Fedarb.

BETA International 2014 2013

“Our latest Toggi collections hit the mark on all fronts, presenting a tantalising choice of styles and designs to satisfy the appetite of the most demanding country and equestrian style enthusiasts.”


Highlights include the cosy Grafton padded jacket with detachable fake fur collar, the smart Haworth jacket with its vintage horse bit print lining, the practical yet stylish Whitworth hooded parka and the fitted new Aylesbury wax jacket. Toggi also has cosy cable knits, textured fleeces, shirts and new sweatshirts including the leather trimmed Malvern. Since its Spring 2013 launch, the Toggi Black collection has gained many young, style conscious fans. Toggi’s Rough Country men’s collection features new pieces too. Call here to explore the British-made Champion hat, body protector and accessory range. New for 2014, the Champion

Evo-Tech helmet, with leather look finish, comes in a snake-skin design or black matt with white piping. Launched in early 2013, with its high tech ventilation system and adjustable head sizing ring, the Champion Air-Tech has become a favourite with competition riders and happy hackers alike. Rich chocolate and regal purple and navy are new colours for 2014. And for those with customers who love bling, retailers will be delighted to see the addition of a sparkling diamante design to the popular Champion Junior X-Air. FEBRUARY 2014 EQUESTRIAN TRADE NEWS

People behind the brands Getting to know.... Sarah-Jane Fedarb Where will we find you at BETA International? Finest Brands International (Toggi/Champion)stand F3.2 What’s the big news on your stand? We’re really excited to unveil our latest Toggi collection for A/W 2014 which contains so many gorgeous new pieces. Our new Toggi footwear range is sure to be a big hit and will hopefully go on to win awards like our Calgary, Canyon and Blenheim boots have in the past. We will also unveil some exciting new developments under the Champion brand. Alongside some gorgeous new colours and bling designs, our safety design team has been working towards incorporating some dramatic new technological developments and all will be revealed on our stand. There are lots of reasons to be optimistic about 2014, what’s yours? As a very family oriented company, 2013 was a challenging year for us with the death of my father and our company chairman – John Ayres. John was a wonderful husband, father, a loyal friend and an astute businessman. He has left behind an immensely successful company with a huge legacy for us to continue to build upon. My sister Charlotte, the financial director, and I are looking forward to 2014 and continuing in his footsteps with the wonderful, talented and dedicated team of people and products that make up the FBI family. When did you last ride a horse/sail a boat/climb a mountain/arrange flowers? Although I love the outdoors, it doesn’t love me! Like a lot of riders who wear glasses, I struggle with my sight when riding, so this year I’m looking forward to having my eyes lasered which will make riding more enjoyable. My whole family enjoy spending time with our horses, both those currently in training and those who have retired and are treated like domestic pets at home on my family’s farm. What are you looking forward to most about BETA International 2014? Probably 9pm or 10 pm on Tuesday when the stand is packed up, we’re back at the hotel and we can finally relax after what will have been a very busy three days! But in all seriousness, we enjoy the whole process, the twoday build up, ensuring that the new products are displayed well to help make the most of the time that our customers dedicate to visiting us and to help them select what is right for their own consumer base. As a company that’s 100% committed to supporting our retailers, we are looking forward to meeting all our customers and having the opportunity to discuss how we can work as a team to fulfil our customers’ requirements, succeed and become even stronger together.

TAYBERRY OUTDOOR Stand COME and explore the A/W14 and new S/S14 collections. P3.1 Available to forward order, Tayberry’s A/W14 is packed with easy to wear, quality pieces that are perfect for country and equestrian outlets. This season sees three new stories: Garland with its berry bursts, denim blues and earthy tones; Pirouette with magentas, purples, navys and greys; and Logo with classic designs in damsons, purples and teals. There’s also a new tweed collection featuring Tayberry tweed with greys and purples and including a gilet, blazer, jacket, purse, peacoat, skirt and a tweed/leather boot. Tayberry’s footwear range has swelled to encompass welly shoes, neoprene riding boots, quilted snow boots and coloured neoprene footwear alongside printed wellies and leather country footwear. Accessories now include knitted products to coordinate with the A/W14 collection.


Stand PICK up some great deals and get inspired by innovative new G3.1 products from Tagg, Loveson, FalPro and ComfortZone. New lines from Tagg Clothing include developments in competition jackets [see Product News in this issue of ETN] and legwear. The Fabien, Cristina and Loretta form a line of modern stretch jackets using the latest performance fabrics. While new names such as Jumptec, Luxor and Genoa cover both competition and fashionable breeches. A move into country clothing sees the introduction of tweed coats and gilets for the first time. The Rosalyn, a beautifully crafted tweed coat, is a must-see. The Loveson ranges are bright and fun, with colourful S/S14 legwear, casual tops and rug ranges. Animal prints are big news with zebra print tops, children’s jodhpurs and an economic line in zebra fly rugs. Candy stripe matching pony sets and a number of new rug styles - such as bright bubbles and snow leopard print rugs - make an impact. The full Falpro rug range can be seen for 2014. Check out the new Boxer rug and the re-introduction of the sought-after Bulldog and Commander rugs with improved pricing.

Tagg Equestrian is Official Rug Supplier to TEAM GBR so will enjoy a high profile this season - World Equestrian Games (WEG) year. Official merchandise will be displayed under the Comfort Zone brand.

TRADE SUPPLIERS DIRECTORY Stand FIND out how the Trade P1.1 Suppliers Directory (TSD) can help you to connect with your target market. This essential reference guide for retailers is available in a handy A4 glossy format and also online at The two formats complement one another perfectly, sharing identical listings and linked advertisement packages. Everyone booking an

advert at the show will receive a 10% discount. The directory is sent free of charge to all UK BETA retail members and can be bought by British and international manufacturers, suppliers, non-member retailers, agents, marketing members and other bona fide members of the equestrian and related trades. It is published by Equestrian Management Consultants (EMC), a wholly owned subsidiary of the British Equestrian Trade Association (BETA) and publisher of ETN.






Stand DOUBLE winner of Trade Supplier of the Year – a BETA J7.1 Business Award, this leading wholesaler is ready to welcome existing customers and meet new ones.

Stand THIS North Yorkshire-based feed company is set to J5.2 showcase new TopSpec Joint Feed Balancer and TopSpec Senior Lite Feed Balancer. Well known for its outstanding range of feed balancers, blends, chops and additives, there’s a TopSpec product to meet the total requirements of any horse or pony.

The stand will be buzzing with the Trilanco sales team, new products, suppliers and more. They’re all ready to answer any questions, talk about products, promotions and discuss ways of helping retailers boost their businesses. Trilanco’s team is said to be one of the friendliest around…and with three new members on this year’s stand, come along and experience their renowned hospitality and great service.

BETA International 2014 2013

People behind the brands


Getting to know.... Martin Balmer, managing director, Trilanco Where will we find you at BETA International? Trilanco on stand J7.1 What’s the big news on your stand? We have lots of things going on during BETA International. We invite current customers and people interested in us to come and talk to us and see how we can help make their businesses more efficient and more profitable. The trade fair also provides the opportunity for our customers to meet the new members of the team and enjoy our friendly hospitality. There’s also a mystery prize draw for all visitors who register on the stand. There are lots of reasons to be optimistic about 2014, what’s yours? We are very optimistic about 2014 as we have an expanded sales team, additional focus on exporting and massive plans to be announced in the future. We’re a British family owned company dedicated to supporting your business with great infrastructure and a dedicated team to ensure we deliver…so our customers have every reason to be optimistic about 2014 too! Tell us about your hobbies: I regularly support my children in their various sporting activities, which include all sports with a ball, and our two horses that compete nationally with British Showjumping. What are you looking forward to most about BETA International 2014? I’m looking forward to meeting our current and future customers personally and looking for innovative products to add to our growing catalogue.


“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,” says Nicola Tyler of TopSpec. “We are fortunate in 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.” New TopSpec Joint Feed Balancer is a palatable, nonheating feed that combines the benefits of a top specification conditioning feed balancer with a joint supplement. It contains a multisupplement including the levels of micronutrients and digestive aids normally only found in high quality specialised supplements. New TopSpec Senior Lite Feed Balancer is a palatable, nonheating, low calorie feed that contains a multi-supplement including high levels of micronutrients and digestive aids.

TRADEWINDS OUTDOOR Stand FIND out why the Australian-made Barmah hats and K5.5 Redback boots are favourites with countrywear retailers, farmers and vets worldwide. Barmah has a new panama style hat in natural fibre, as used in colonial hats, retailing for £39.95. Last year, the brand teamed up with an Italian hat manufacturer to produce crushable and waterproof fur felt hats. Forget buying new touchscreen gloves, says Tradewinds Outdoor. AnyGlove is a liquid polymer that makes virtually any glove touchscreen compatible. Approved for use by the US military, you can see it here. Also on show will be knives from Mora of Sweden. Featuring Sandvik steel, they’re superbly sharp and keep their edges well. You’ll be pleasantly surprised by the prices too – so check out the new range of heavy duty and bushcraft knives.

TUFFA FOOTWEAR Stand TUFFA Footwear showcases its innovative range of P6.1 footwear, gaiters and accessories. New additions include Breckland and Broadland Boots, two styles for riders with larger calves. A brand new showing boot is due to launch at BETA International - a must see for retailers with customers who love this discipline. Retailers can also explore Easy Peasy Pull on Chaps for children, country boots, gaiters, chaps, long leather riding boots, jodhpur boots and more.

TREDSTEP IRELAND Stand SEE new Nero, the next generation of the BETA International L7.1 innovation award winning Symphony collection of breeches and shirts. The Nero features Tredstep’s signature Motion Fit Design and ExCel fabric which combines cotton and Lycra for four-way stretch, enhanced shape retention and moisture wicking. Nero is available in white, tan, smokie pearl and slate blue. Also on show is the Verdo, a new men’s breech. As well as Motion Fit Design, there’s an integrated cuff, engineered cut and articulated, padded knee patch. Verdo uses Evolution fabric and Schoeller Nanosphere stain resistant technology. Colour choices are white, tan and charcoal. Tredstep’s extended tall boot range includes the Da Vinci Stretch. Made from Italian calf skin leather, it has a discreet stretch panel. Meanwhile Tredstep’s Pro Flex design aids ankle flexion and eliminates the need to break in the boot.

TRELAWNE EQUINE Stand TRELAWNE Equine is the UK distributor of the Easycare range B7.1 of barefoot horse boots, including the new Easyboot Transition. This versatile boot fits many hoof shapes and sizes, including round, slightly longer than wide, and even slightly wider than long feet. It also provides shock absorption to hoof structures / limbs. Trelawne Equine stocks other products for barefoot horses. The company was born as a result of its management team’s expertise in natural horsecare products, advice about which is available to retailers and end-users. Trelawne Equine works closely with hoof care professionals including farriers, vets, the Equine Podiatry Association (EPA UK) and UK Natural Hoof Care Practitioners (UKNHCP). Retailers are invited to call in to find out why barefoot horses have improved traction, better circulation and naturally-functioning hooves.

VALE BROTHERS Stand SHOWTIME has arrived as Vale Brothers unveils the latest in M4.1 bling for dressage divas! Among a selection of new products is this Crystal whip by Edward Goddard. A little gem, it’s certain to catch the eye. From leading saddle maker Harry Dabbs come two new saddle designs including the Future Jump saddle. A new range of saddles for Thoroughbreds has been designed in conjunction with the Thoroughbred Rehabilitation Centre (TRC), ACPAT (Association of Chartered Physiotherapists in Animal Therapy) qualified physiotherapists and Society of Master Saddlers (SMS) qualified saddle fitters. New, and completing the KBF99 grooming range, is a hoof pick coated with the additive that kills bacteria and fungus. “Customer feedback informs us that the products are also extremely effective against mud fever, rain scald and thrush,” says Stacy Coates of Vale Brothers. Call at this stand for offers on forward orders and to see products by Harry Dabbs Saddlemakers, Thermatex, Edward Goddard, Equerry, Stablemates and KBF99.

VERM-X Stand VISIT this stand for a special offer on Verm-X for Horses & D10.2 Ponies; buy 12 x 250g boxes for the price of nine, saving more than £23. More horse owners are turning to its products to address intestinal hygiene using non-GM herbal ingredients, says Verm-X. Consultant vet Nick Thompson will be available on the stand to answer questions and advise retailers. “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,” he said. Verm-X packaging carries a ‘Veterinary Approved’ logo and an acknowledgement of the Veterinary Medicine Directorate's (VMD) acceptance of the marketing of the brand which differentiates it from the illegal marketing of any unlicensed products in the market place. Verm-X is registered for use on organic holdings.



VERDO HORSE BEDDING Stand VERDO is B1.1 designed to tick all the boxes your customers demand of their horse bedding; namely price, consistency, quality of supply and performance.

This clever wood pellet product is activated using a small amount of water. Within approximately 20 minutes, the open bags can be emptied out onto the stable floor to create a soft, fluffy and dry bed. The pellets are manufactured from virgin soft wood and heat treated to eliminate pests and bacteria. Verdo bedding contains less than 1% dust, making it the ideal choice for horses stabled for long periods of time. When it comes to cost, it’s claimed consumers can save as much as 40% on annual bedding bills. And because the product is in pellet form, less storage is needed – making it easy to stock too. Other advantages include quick breakdown of mucked out bedding, high absorbency and consistent supply from Verdo’s established UK production plant which is open 364 days a year.

VETERICYN ANIMAL HEALTH Stand RENOWNED for its effective yet gentle wound, skin E9.2 and eye care products, Vetericyn launches Super

BETA International 2014 2013

7+, the alternative to strong iodine.



Stand THE keeping of chickens as domestic pets has never been D4.1 more popular; while organisations such as the British Hen Welfare Trust are re-homing thousands of ex-commercial hens every year. To meet this demand, Unipet International has a range of poultry treats, tonics and feeders under its Hentastic brand. Using vegetable, human grade ingredients, infused with beneficial herbs such as ginger, garlic, mint and parsley, they come in cake, treat or stick formats. The Foraging Feeder and Hydration Station incorporate technology that protects against bacteria such as e-coli, campylobacter and salmonella for chicken keepers’ peace of mind.

Super 7+ naval dip is an umbilical cord dry-out and protective solution for all new born animals, across all species. Formulated as a direct alternative to strong iodine, studies have shown that Super 7+ achieves a 50% faster dry down time than the competition, says Vetericyn. In addition, it’s non-toxic, nonflammable and poses no hazard to the new born animal or to the animal’s owner. If your customers use 7% iodine, 10% iodine or tincture of iodine, then they should consider Vetericyn Super 7+. It’s available from Battles.

Stand THIS famous German wholesaler was founded 175 years B7.5 ago. It currently stocks more than 12,000 products ready to be shipped all over the world within 24 hours. Initially, Waldhausen was a saddlery and counted the German Emperor Wilhelm the Second among its customers. Nowadays, alongside its wholesaler operation, Waldhausen has created own brands ELT – a fashion label, Waldhausen – the horse fashion brand that encompasses rugs, saddle pads, headcollars and care products and Swing. Waldhausen designs two ranges per year, each presented in a catalogue and via its web shop. Since 1972, Waldhausen has

been official supplier of the German Olympic Committee of Equestrian Sports. Visit the stand for a 10% discount. And, stop press…the new Waldhausen catalogue has arrived. With everything for horse and rider on more than 400 pages, it’s a must-see for the A/W14 collection as well as many novelties and new products. Pick up your copy on this stand.

WALSH PRODUCTS Stand SEE some refreshing ideas from this American exhibitor, B5.4 including a new line of hunter/jumper training products. Since 1914, Walsh has specialised in bringing innovation to various competitive equestrian disciplines from show jumping to harness racing. High quality halters and leads are just one of its best-known ranges. Says Paul Treiber, Walsh CEO and president: “Working with sponsored riders such as Laura Kraut, Nick Skelton, Scott Brash and many others, we were able to create a training line that is far superior to all others on the market. “We strongly believe in the work that the riders and trainers put in at home which is why they require equipment that is of high quality, undoubtedly reliable, and durable.”

YOUR HORSE/ HORSE DEALS Stand YOUR Horse is a monthly magazine for owners, riders K5.4 and horse lovers. “We aim to inspire, motivate and help riders of all levels to improve their riding and care knowledge by giving them access to the best information, advice and experts in the equestrian world,” says marketing manager Kerry Craig.

Your Horse Live is the largest equine retail event in the UK; it's the perfect place for businesses to meet their customers face to face. Total Confidence Live is a brand new, interactive event designed to build riders’ confidence aided by the UK’s top experts. The show offers the chance to watch top riders and trainers demonstrate their confidence boosting methods. has been re-launched. It’s said to be the UK’s biggest marketplace for quality horses and horseboxes. Buyers are helped to make their decisions with ‘horse CVs’; while sellers are rewarded by a ‘reverse pricing’ policy, with ad rates reducing as more information is provided.



The Show Offer Special Visit these stands and benefit from the show offers available. Alan Paine Country Collection Q7.1

BETA International 2014


WIN AN ALAN PAINE DURHAM WATERPROOF JACKET - Come along to the Alan paine Country Collection stand Q-7-1 and enter our draw to win a gents or ladies Durham jacket.

Come and see us, enter our prize ETN Product Hamper draw to win £1,000s of products and register for our popular e-newsletter. ETN is free of charge to UK retailers (subject to proof of trading).

Beris UK

Equilibrium Products Ltd

L S Sales (Farnam) Ltd / Leslie Sutcliffe A2.1 Buy a box of 12Tri-Tec14 - -946ml bottles. Get 2 tubs 1.63kg SimpliFly (120 Day supply) worth £54.00 for FREE! For orders placed at BETA.

Omega Alpha Equine Products Ltd



Our special offer for your BETA order: 10% DISCOUNT on all orders placed at the show!

Exclusive show offers available across Equilibrium Products’ SIX award winning product ranges – Equilibrium Therapy, Stretch & Flex, Tri-Zone, Field Relief, Net Relief & Equi-Chaps "

All orders placed at BETA International 2014 will benefit from 7.5% discount





Sherwood Forest Limited & Puffa

Book an advert in the BED or TSD online directories – or the printed version of the TSD – to receive a 10% discount. This offer is exclusive to advertising booked at the show.

What’s at Stand C7.1? Don’t miss your chance to benefit from FCL’s 30 years of industry knowledge and powerful brand equity. We’ll set you up with P.O.S that simply works! Exclusive BETA deals and uncomplicated market leading brands!

All participants that visit the Puffa and Sherwood Stand – Q 3.1 next to the fashion show will have the chance to win a Puffa original gilet or a Sherwood Forest quilted jacket.

Grays of Shenstone

Tagg Equestrian



Order stock at our stand at BETA International and we will apply up to £100 credit to your account. Come along and see us to find out how!

Discounts of upto 20% on SS14 and AW14 offers; Tagg Competition Jackets and Country Tweed Coats, Casual Tops, Whips & Bling Browbands. 10% off any stock orders placed at the show!”

Carrots UK Ltd


Equestrian Trade News

M5.1 5% off all trade orders taken for delivery before the end of March 2014!

Citrus Lime M1.1 Citrus-Lime specialises in providing independent retailers with modern and efficient integrated EPOS and Ecommerce platforms. For anyone who signs up at the show we will give a 5% discount on capital costs.


Horze & B Vertigo K4.1 All orders for standard range products placed at Beta International 2014 will be sent with free delivery.


Vetericyn Animal Health E9.2 Vetericyn Super 7+ is the revolutionary, nontoxic alternative to strong or tincture of iodine. If you currently stock iodine then come to our stand for a free bottle of Super 7+ and judge for yourself. Available from Battles.

Equestrian Trade News

February 2014 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

Volume 38, No 2 Monthly

Official BETA International 2014 preview • What’s new • What to see • What’s on • Plus show floorplan and exhibitor list


ited d e r c c a TRA M A h t i W ure t a e f D P SQP C

NEC, Birmingham, UK 16-18 February 2014

Main Sponsor

ETN is the official media partner of BETA International

S T C U D O R P OF 1) at ter

1. en H P RT standonal toaw O W TN ( nati e dr 0 1£ ,00 VisiTt AE Inteorur priz WIN BE

ETN - Equestrian Trade News - February 2014  

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