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
June 2018 Volume 42, No 6 Monthly
MAKE A SPLASH!
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
Maximise your media coverage
FIT FOR
T h e Vo i c e o f t h e E q u e s t r i a n I n
PURPOSE Spotlight on saddle fitting
4
ANNIVERSARY
PLUS
• Are acquisitions the way to grow? • Avoiding sponsorship pitfalls • Exploring European brands • People and products
TH
2019 ETN is the official media partner of BETA International
NEC, Birmingham, UK 20-22 January www.beta-int.com
The Voice of the Equestrian Industry
Official Media Partner
Main Sponsor
NEW LEGWEAR COLLECTION OUT NOW. Become a Stockist Today! Contact us to find out how on 01295 226900 Or sales@weatherbeeta.com The new Dublin legwear collection takes riding comfort to a new level, with performance fabrics, clever features and elegant styling. Choose from the Momentum range for everyday wear, through to the extra performance of Ascent, to the ultimate style and comfort of Distinction.
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... the magazine for the industry, about the industry, by the industry
AS ETN went to press, a number of companies were “reconsidering” their sponsorship of Oliver Townend. Their dilemma followed the rider’s reprimand for over-use of the whip on his horses at Badminton. It appears our feature When sponsorship goes wrong on page 52 couldn’t be more timely. THERE have always been people who are good (and bad) at it, but saddle fitting has at last become a proper profession. And now the Society of Master Saddlers’ (SMS) qualification is underpinned by compulsory CPD – something ETN is happy to support with our points-earning features - saddle fitting offers good career prospects too. Becoming an SMS qualified saddle fitter (QSF) will surely now attract more incumbents. So will the market become flooded with fully fledged fitters all competing, largely on price, for the same customers? Or will the good ones remain madly busy, such is the demand for their superior skills? Will the SMS need somehow to control numbers of new SMS QSFs? Only time will tell… But one thing’s for sure. The riding public at last appears to be ‘getting it’ and appreciating the importance of a properly fitted, regularly checked saddle. And the best thing about that is that the saddle fitting cowboys are less likely to get away with pedalling their mumbo-jumbo. IT’S official; Britain is a nation of hoarders. Researchers for eBay reckon that a staggering £48 billion worth of unused household items are gathering dust in attics, spare rooms and garages across the land. A typical household has accumulated £1,784 worth of stuff that no longer sees the light of day, including slow cookers, rowing machines, golf clubs, Barbie dolls and punch bags. What a relief to discover that horsey people aren’t so different with their boxes of spare bits, ‘just in case’ gadgets, extra rugs and ‘might come in handy’ lotions and potions. ETN’s front cover this month makes me want to abandon my desk and head for the beach with my horse… fancy joining me?
Liz Benwell www.equestriantradenews.com
NEWS.................................................................... 4 PRODUCT NEWS................................................... 9 BETTER BUSINESS COVER STORY Are acquisitions the way to grow?...................... 16 FOCUS EUROPE COVER STORY Meet major players delivering something different............................................ 18 SPECIAL REPORT ETN visits Gallop Equestrian.............................. 24 PEOPLE Who’s new, who’s moved?.................................. 26 SADDLES FEATURE COVER STORY Manufacturers’ directory.................................... 28 ETN Saddle Fitter of the Month........................... 33 Making saddles that work................................... 34 Saddle fitters CPD feature and quiz.................... 36 Getting the ideal fit............................................. 40 Saddle news....................................................... 42 TURNING BACK THE PAGES What ETN was reporting five, ten, 20 and 30 years ago...................................................................... 44 EQUESTRIAN MEDIA FEATURE COVER STORY Social media: DIY vs expert help......................... 46 Directory of PR agencies.................................... 47 Equestrian media review.................................... 51 LEGAL DIGEST COVER STORY Avoiding sponsorship pitfalls............................. 52 BETA MEMBERS’ PAGE....................................... 53 Equestrian Trade News
SO House of Fraser has become the latest high street retailer to bite the dust, entering a voluntary agreement (CVA) with its creditors last month. It all begs the question of whether the only way to a thriving bricks-and-mortar retailing future is to be a specialist - rather than trying to be all things to all people.
JUNE 2018
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
COUNTY COURT JUDGMENTS............................. 54 Equestrian Trade News
ACQUISITION as a means of commercial growth features in ETN this month (see page 16). And with 48 former Countrywide stores up for grabs following the rural retailer’s administration in March, it’s a prospect that must be exercising many brains in our trade. As ETN went to press, Wynnstay was poised to snap up eight stores in the south-west – taking its total number of outlets to 60. Will this ex-farmers’ co-operative buy more? And will the CMA (Competition and Markets Authority) stop the sale as it did when Mole Valley agreed to buy Countrywide’s entire rural operation in October 2017? Maybe Wynnstay is boxing clever with a more stealthy approach? But with retail domination in the news thanks to Asda and Sainsbury’s proposed merger, I wouldn’t bet against the competition watchdog growling again.
CONTENTS
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
Equestrian Trade News
Editor’s Comment
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
May 2018 Volume 42, No 5 Monthly
MAKE A SPLASH!
FRONT COVER: A happy partnership make a splash. The rider wears a Layer 1 base layer by Stierna; the Halo Polo SS has bamboo charcoal technology to ensure cool, anti-odour management and wicks moisture away from the skin with UPF +30 too. More information at www.stierna.com
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
Maximise your media coverage
FIT FOR
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
PURPOSE
Spotlight on saddle fitting
PLUS
• Are acquisitions the way to grow? • Avoiding sponsorship pitfalls • Exploring European brands • People and products
ETN is the official media partner of BETA International
2019
NEC, Birmingham, UK 20-22 January www.beta-int.com
Main Sponsor
EQUESTRIAN TRADE NEWS JUNE 2018
News
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Big brands back BETA International
SHIRES Equestrian and NAF have renewed their support for BETA International 2019. The companies are to return as sponsors of two of the show’s feature areas when BETA International takes place at the NEC, Birmingham on 20-22 January. Shires Equestrian sponsors the New Product Gallery for a sixth consecutive year. Designed to highlight the latest lines, launches and brands, it’s a popular feature for visiting retailers in need of inspiration and ideas. Shires’ joint managing director Marcus Cridland said: “The updated New Product Gallery gave us a fantastic opportunity to reinforce our brand at BETA International 2018. It remains a real focal point at the show and continues to draw footfall from visitors. “Times are changing in our industry and it is essential that Shires is in front of both the retailer and consumer as much as possible. The New Product Gallery continues to be a part of our plans to improve and develop our family of brands and we are delighted to support this feature once again in 2019.” BETA International organiser Claire Thomas said it was
“fantastic to have Shires Equestrian back on board. “They are a great company to work with and we are really looking forward to joining forces with Marcus and his team to deliver a first-class visitor experience where product design and development takes a leading role.” Supplement specialist NAF is to sponsor BETA International's Champagne Bar for the second time in a three-year deal that runs until 2020. The NAF Five Star Champagne Bar is a popular place for friends and business colleagues to meet and network over a glass of bubbly. “We’ve established a great relationship with NAF during its time as sponsor,” said BETA International organiser Claire Thomas. “Before our new agreement, the company had already sponsored the area in our 2016 and 2017 shows, and commitment of this sort is a huge endorsement of the trade fair and its strength as a business platform on the world stage.” Linda Porter, NAF sales and marketing director, added: “BETA International puts on an excellent trade fair and it proves to be a great platform for us as we look towards not only further investing in the UK market, but continuing to develop our international markets.” Other confirmed BETA International 2019 sponsors are ETN, Hy, Toggi and main sponsor Neue Schule.
ADVERT INDEX
Equestrian Trade News Stockeld East Wing, Park, Wetherby,Park, Stockeld West Yorkshire LS22 4AW Wetherby, Tel: 01937 West Yorkshire 582111 LS22 4AW Fax: 01937 Tel: 01937 582111 582778 – Sales Email: Fax: 01937 sales@equestriantradenews.com 582778 – Sales Website: Email: info@equestriantradenews.com www.equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Subscriptions Distributed on a controlled-circulation basis to the Editor: retail trade. Paid-for annual subscriptions are £39.95 Liz Benwell (UK), (Europe), £86.00 (rest of the world). Email:£73.00 editor@equestriantradenews.com Tel: 0345&6185007 Design Print: G.H. Smith &Sales: Son, Advertising Market Place, Easingwold, Nicki Lewis North Yorkshire Email: sales@equestriantradenews.com YO61 3AB Tel: 01937 582111 Tel: 01347 821329 Fax: Fax: 01937 01347 582778 822576
Email: etn@ghsmith.com Advertising Copy: Web: www.ghsmith.com Nicki Lewis Email: sales@equestriantradenews.com ISSN 1462-9526 Tel: 01937 582111
JUNE 2018 EQUESTRIAN TRADE NEWS
Publisher: Subscriptions Equestrian Management Consultants Ltd basis to Distributed on a controlled-circulation the retail trade. Paid-for annual subscriptions are Editor: £39.95 (UK), £73.00 (Europe), £86.00 (rest of the Liz Benwell world). Email: editor@equestriantradenews.com Tel: 0345 6185007 is independent of all groups. The magazine Editorial views expressed in ETN are not Advertising Sales Manager: necessarily the official view of any organisation NickiorLewis group. Email: info@equestriantradenews.com Tel: 01937 582111 Copyright: All material is copyright Equestrian Management Advertising Sales Executive: Consultants Ltd. Beth Crow Email: bethc@beta-int.com Design & Print: Tel: 01937 582111 G.H. Smith & Son, Market582778 Place, Easingwold, Fax: 01937 North Yorkshire The magazine YO61 3ABis independent of all groups. Editorial views expressed Tel: 01347 821329 in ETN are not necessarily the official Fax: 01347 822576view of any organisation or group. Email: etn@ghsmith.com Web: www.ghsmith.com Copyright:
All material is copyright Equestrian Management Consultants Ltd. ISSN 1462-9526
Allen & Page....................................................... OBC Andrea Sexton PR.......................................... 47 & 48 Baleno...................................................................21 Battles....................................................................45 Berney Bros............................................................28 BETA International..................................................35 Blaze Wear.............................................................14 Charles Owen.........................................................13 Citrus Lime.............................................................38 Classified................................................................54 Creative Equine............................................. 48 & 49 Dodson and Horrell Limited.....................................17 Dragon Display Systems..........................................10 EKKIA.....................................................................19 EMC PR..................................................................48 Equestrian Creative Network...................................47 Forge PR....................................................... 47 & 49 Fox Red Media.......................................................48 Gallop Equestrian...................................................27 GES........................................................................12 Holdsworth PR............................................. 47 & 49 Ideal & WRS Saddle Company Ltd.................. 28 & 32 Jenkinsons......................................................... 6 & 9 Jeremy Rudge Saddlery Ltd.....................................30 John Whitaker International Limited........................28 Kikon.....................................................................33 (MSCL) The Academy of Master Saddle Fitting Consultants............................................................41 NAF.........................................................................7 Nettex....................................................................11 QHP.......................................................................20 Prestige Italia S.p.A.................................................30 Red Gorilla.............................................................15 SEIB.........................................................................5 Snowhill Trade Saddlery.........................................IBC The Society of Master Saddlers................................41 TSM Ltd.................................................................49 Spoga......................................................................8 Stierna...................................................................23 Vale Brothers..........................................................30 Weatherbeeta.........................................IFC, 28 & 37 Wow Saddles................................................ 29 & 31 Zebra Products.............................................. 31 & 32
www.equestriantradenews.com
5 Countrywide: jobs lost, some stores acquired MORE than 200 Countrywide staff have lost their jobs. Administrators said the redundancies were “unavoidable” as they began closing stores last month (20 May). Buyers had been found for 14 former Countrywide branches. A total of 208 people have been made redundant at the company’s headquarters in Evesham, the Defford logistics centre and stores said to have no prospect of sale as going concerns. “All affected staff have been informed and will be paid up to and including their last day of employment,” said David Pike, partner at KPMG and joint administrator. The administrators of Countrywide Farmers Plc confirmed that they have sold 14 of the rural retailer’s former stores, safeguarding a total of 169 jobs. Wynnstay has agreed to acquire the business and assets of eight stores in the south-west for £0.8m, adjusted for stock valuation. It brings the total number of Wynnstay Country Stores to 60 outlets. The stores Wynnstay has acquired are Bridgnorth, Crewkerne, Dartington, Helston, Otterham, Thame, Raglan and Wadebridge. Administrators said they are hopeful of achieving four further sales from the remaining trading leasehold stores. One buyer is rumoured to be Mole Valley Farmers whose initial offer for all 48 Countrywide stores was blocked by the Competition and Markets Authority (CMA). • Wychanger Ltd, a new company founded by Roy and Jeanette Male, partners in retailer Wychanger Barton and Peter Smith, formerly CEO of Musto Ltd, have agreed the purchase of the Countrywide stores in Taunton and Cirencester. The new owners are taking on the staff, fixed assets and stock.
Feed firm goes directly to trade BLUE Chip began supplying retail and wholesale customers directly from the end of May. “Dodson & Horrell have been our distributor for seven years, but we need to take back ownership of our sales and get closer to the trade who are the life blood of our business,” said Blue Chip founder Clare Blaskey. The company is also launching new “can’t miss it” packaging (pictured) and product sizes, she added. In addition, Blue Chip is planning more marketing with “exciting offers and promotions”, according to managing director Steve Davis who has been with the company for six months. “By supplying the trade direct, we can keep our prices competitive while offering a very low minimum order value, and free delivery, all helping to maximise trade margins,” he told ETN.
Commercial Insurance to suit your business
If you are a manufacturer, retailer or saddle fitter we can help. Call SEIB if you are finding it difficult to get cover or you think you are paying too much. We have bespoke policies tailored to meet your needs including: Professional Indemnity cover with a £50,000 limit Care, custody and control for up to £5,000 per animal Work away cover for saddle fitters Cover for the import and export of stock All trades considered including mobile tack shops, fixed shops, manufacturers, online sales and a mixture of trades.
New owner for Griffin NuuMed GRIFFIN NuuMed has been acquired by Vale Brothers. The deal will initially see NuuMed products continue to be made at the company’s factory in Somerset. Griffin NuuMed – famous for its use of British wool in UK manufactured saddlepads – was set to close at the end May. As Vale Brothers stepped in, NuuMed’s managing director Rosie Pocock said she was pleased the brand has a new home in the UK. “With the combination of the skills among the NuuMed workforce and the benefits of being under the umbrella of a larger company, I can see the brand going from strength to strength,” she added. Griffin NuuMed, founded by Mrs Pocock’s late husband Ian Pocock 28 years ago, joins Vale Brothers’ portfolio of British brands including E Jeffries, Brady Bags, KBF99, Thermatex and Harry Dabbs. “I’m looking forward to seeing the brand continue to develop and prosper alongside our other UK brands,” said Peter Wilkes, managing director of Vale Brothers. Under its new ownership, NuuMed will continue to produce own label lines for customers in addition to providing its made-to-measure and embroidery services. www.equestriantradenews.com
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BETA International news…from ETN…official media partner…
Here’s to the first 40 shows!
2004 – Matchmakers International began a two-year main sponsorship. 2006 – Bedding brand easibed became main sponsor. 2007 – Nottinghamshire Police’s Mounted Section enthralled visitors with a crowd control demonstration. The unit has since been disbanded. 2008 – Abbey Saddlery & Crafts – now Abbey England – began a three-year main sponsorship. 2009 – Horse power returned to the demo arena thanks to the Thwaites Brewery dray horses.
TH
2019 NEC, Birmingham, UK 20-22 January www.beta-int.com
The Voice of the Equestrian Industry
Official Media Partner
Main Sponsor
1980 – The BETA Travelling Trade Fair was launched, with around 20 companies taking in ten UK venues during a two-week tour. 1982 – The BETA Travelling Trade Fair went international with appearances at many European shows. 1986 – The name changed to the BETA Trade Fair, the touring stopped and the show settled at Doncaster Racecourse, in South Yorkshire, and Sandown Park, in Surrey. 1989 – The trade fair finally became a once-a-year, one venue, three-day event at Sandown Park in March. 1990 – In line with an increase in overseas visitors and exhibitors, the show was renamed BETA International.
2010 – Zara Phillips appeared in the Fashion Show wearing her Zara Phillips Collection clothing by Musto. 2011 – Doc Martin TV star Martin Clunes and horse whisperer Monty Roberts teamed up in the demo arena. Virbac returned as main sponsor. 2012 – Puppets from the hit West End show War Horse
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20 12 1995 – BETA International set up home at the NEC, Birmingham, where it remains to this day. In 2019, it will hold its 25th show there. 1999 – There was a royal visitor, the Duke of Edinburgh, following the Princess Royal two years earlier. 2000 – Merial began four years as main sponsor. 2001 – As BETA International closed, the first cases of foot-andmouth hit the headlines in the national media. 2003 – The Innovation Awards were launched. Before this, they were known as New Product Awards.
captivated everyone in the halls. London Olympics-bound riders Nicola Wilson, Natasha Baker, Laura Bechtolsheimer and Mary King were interviewed. 2013 – Countryfile TV presenter Ellie Harrison, soap star Claire King and ITV News anchor Alastair Stewart were special guests. 2014 – Neue Schule began its long run as main sponsor. 2015 – Entrepreneur Deborah Meaden left the Dragons' Den and arrived as a celebrity guest of BETA International. 2016 – ITV newscaster Alastair Stewart returned to host a new industry discussion. Talking Business has grown in popularity over the past three years. 2017 – Jump jockeys and internet sensations Wocket Woy & The Producer rode into town for two days of madcap antics, including an appearance in the Fashion Show. 2018 – Yorkshire shepherdess Amanda Owen, eventing hero William Fox-Pitt and para-dressage rider Sophie Christiansen entertained visitors. While horsey hero Teddy the Shetland held court on the Neue Schule stand.
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BETA International news…from ETN…official media partner…
20 15
20 10
Next year’s BETA International will see the show celebrate its ruby anniversary. ETN looks back over four decades at some memorable milestones.
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ANNIVERSARY
www.equestriantradenews.com
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Stock up ready
Photo credit: Sinclair Photography
t o av o i d S w e e t e n i n g t h e i t c h
USE Love the Skin he’s in To help fight unpleasant spring and summer conditions Feed prior to the onset of seasonal skin stresses When external and internal support is required to help develop strong healthy skin
For more details please contact your NAF Area Sales Manager or for a
FREE Nutritional Consultation
call 0800 373 106 or email info@naf-uk.com
naf-equine.eu/uk www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JUNE 2018
News
8
NEWS IN BRIEF • CARRIER DPD says more internet shopping means weekend deliveries are up 40% on last year – and has announced over 700 new jobs to meet demand. • CHARITIES The Donkey Sanctuary and World Horse Welfare are working with the China Horse Industry Association (CHIA) and the Chinese Veterinary Medical Association (CVMA) to improve equine welfare in China. • SHOW jumps manufacturer Jump 4 Joy terminated its association with Oliver Townend Eventing following the rider’s reprimand for over-use of the whip on his Badminton rides. • GORDON Burton has left his post as performance director to the British Equestrian Federation’s World Class Programme. A new incumbent is being recruited to lead the British teams towards this year’s world championships and the 2020 Olympic Games. • ARIAT supplied boots to the Brixton, London based charity Ebony Horse Club for disadvantaged children and teenagers to wear during their riding and horse care lessons. • FEELING energetic? For the first time, the SEIB Insurance Brokers (SEIB) Burghley Sponsored Ride is open to runners as well as riders – with a 5km Horseless Fun Run. The ride/run, which raise money for local and equine charities, is on Sunday, 2 September across Burghley’s glorious parkland. • AS an official supplier to Equestrian Team GBR, Musto has teamed up with competition clothing specialist Flying Changes to give each British team rider a bespoke jacket and tailcoat. Charlotte Dujardin is a hot favourite for the dressage squad. • LAST month saw Robinsons highlighting NAF products across its four branches in Cannock, Ashton, Basingstoke and Leeds. The retailer gave out free samples and a 10% discount on products on the day.
www.spogahorse.com
International Trade Fair for Equestrian Sports
• NOBLE Outfitters has become official clothing supplier to the Event Rider Masters (ERM) series. ERM condenses the traditional three-day event into two days, offers lucrative prize money and live streams the action. As part of the deal, Noble Outfitters UK has developed a range of ERM branded clothing available to purchase at events and online. • HORSE & Country TV has a new Sky channel – 184.
• THE UK arm of the American Quarter Horse Association (AQHA UK) has thanked companies who answered a plea on the ETN e-newsletter. Their offers of sponsorship and support have helped seven British teenagers (pictured) head to Texas this month to compete against 18 nations in the AQHA Youth World Cup 2018. Those supporting the team include Ariat Europe, Staroak Designs, Shires Equestrian, Teamrider, Belvoir Rug Company, The Riding Habit and Equisafety. (Photo: emmelleff) • NEW research, conducted in collaboration with Spillers, shows that even healthy older horses have increased insulin responses, compared with younger horses, when fed a starch rich or starch and sugar rich meal. This suggests that older horses, whether or not they have been diagnosed with insulin dysregulation, need an appropriate diet and management plan to help minimise the risks associated with insulin dysregulation such as laminitis, says the feed company.
Want more news…? SIGN up to receive ETN’s weekly e-newsletter. It’s free and goes directly to your inbox. Contact tel 01937 582111 or email nickil@beta-int.com to find out more.
Secure your ticket online now at: www.spogahorse.com/tickets
PASSION & PROFESSION spoga horse • Cologne
02.– 04.09.2018
International Business Media Services 42 Christchurch Road Ringwood BH24 1DN, Tel. +44 1425 48 68 30 info@koelnmesse.co.uk
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Product News
Fencing uses plastic waste SMARTAfix Forever Fence kits from Plastecowood are made entirely from recycled plastic. The company’s manufacturing process uses up low grade plastic waste that would previously have gone into landfill, been incinerated or sent to China for disposal. The fencing kits are made from what’s called ‘plastic lumber’. They come with pre-drilled holes for easy assembly, need virtually no fixings and come in different styles including knee rails, boundary fencing and equestrian styling. “By choosing one of our fencing kits, customers are taking positive action towards tackling the UK’s plastic waste crisis,” says John Northcott, managing director at Plastecowood. Smartafix Forever Fence kits require no paint, no coatings and no preservatives as they don’t rot. The makers say they’re expected to last indefinitely. Smartawood plastic lumber can be supplied for buyers to create their own products. Other pre-assembled kits are available for park furniture, picnic tables and crates. Plastecowood also offers a ‘closed loop system’ whereby any organisation providing it with plastic waste can purchase Smartawood products at reduced rates.
Say goodbye to flies THERE are effective formulations in Nettex’s fly range to cover every insect infested eventuality. Nettex Fly Repellent Advanced is an extra strength spray and longlasting repellent. It’s particularly useful for horses and ponies kept near ponds and streams where flying pest populations are high. The D.E.E.T based product contains moisturisers and conditioners which may help to reduce evaporation and control the release of the active ingredients. For sensitive skinned horses and ponies, Nettex Fly Repellent Standard is a good choice. This D.E.E.T based spray also has added moisturisers and conditioners. A truly practical choice for horses that don’t like sprays are D.E.E.T based Nettex Fly Repellent Wipes (not pictured). Handy for when your customers are out and about, they come in a container with an open and close lid to retain freshness between uses. Another option for spray-phobic equines is Nettex Summer Fly Cream. Also a D.E.E.T based product, this cream is easily applied with a sponge or cloth. It contains moisturisers plus lanolin and glycerine to provide a barrier against adverse weather. Nettex suggests patch testing for 48 hours before application on horses that haven’t previously worn D.E.E.T based products. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JUNE 2018
Product News
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Beat the heat
Are you sitting comfortably? ELICO Memory Foam Saddle Cushions quite simply make riding more comfortable. These new seat savers fit closely to the saddle, making them easy to attach or remove. The shock absorbing memory foam inner is covered with a breathable mesh that provides grip as well as feeling soft. Elico Memory Foam Saddle Cushions can provide significant reduction in pressure on the rider’s lower back and seat bones. Yet they still retaining the desired close ‘feel’ with the horse. In black or brown, with an RRP of £59.95, they’re available from Jenkinsons Equestrian.
Sassy, not sweaty LD Equestrian has summer 2018 in its sights with cool cross tie-back vests and light cotton t-shirts. Designer Lydia Duce aims to create clothes that combine technical elements with a flattering fit. “Summer can be a tricky time for riders – you still need to wear most of the same kit, such as long boots or gaiters, a riding helmet and sometimes a body protector too,” she says. “Naturally, this means you get hot quickly, and your base layers need to work hard to keep you cool. So LD Equestrian focusses on breathable fabrics with wicking properties to ensure riders stay comfortable in the heat.” A stretch hooded jacket and leggings are also in the range. 1/4 Page 133 x 90 At Cut Marks
Dragon Display Systems
Designed and Manufactured in the UK
AS temperatures rise, Equetech can help your customers keep their cool with technical fabrics and intelligent designs. Equetech Airflex Gloves are made from lightweight, breathable material with micro-grip palm and reinforced fingers. Mesh panels allow for airflow, while the Velcro tab closure and Equetech bit motif completes the look. With an RRP of £16.50, they come in black or white. Also ideal for summer is the Equetech Anti-Bounce Bra. Incorporating a fabric which wicks away moisture, it has an RRP of £25.95 and is available in black or white.
Manufacturers of flexible wall and centre-shop hanging and shelving systems, with 4 different systems and design-your-own gondolas & merchandising units.
www.dragondisplay.co.uk Display Systems Ltd
Tel 01952 290055 • Fax: 01952 290056 • sales@dragondisplay.co.uk
JUNE 2018 EQUESTRIAN TRADE NEWS
Combatting seasonal stress LOVE the SKIN he’s in D-Itch supplement from NAF is formulated to help equines fight unpleasant spring and summer skin conditions. It provides a unique blend of scientifically verified, naturally sourced antioxidants to flush out the build-up of free radicals associated with itchy, irritated skin. D-Itch also includes herbs and nutrients to promote strong and healthy skin from within. For optimum support, NAF recommends your customers start improving their horses’ or ponies’ diets with D-Itch prior to the onset of midge menace - to allow key nutrients to become assimilated within the system. Additional support can be employed via NAF OFF sprays and gels. www.equestriantradenews.com
Product News
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Catches judges’ eyes
And now in leather
NETTEX Hi-Shimmer Coat Spray gives an outstanding hi-gloss finish to coats, manes and tails. It’s a favourite with the showing and dressage fraternity as it provides sparkle in the arena or show ring under natural and artificial lighting. Among the fans of Nettex Hi-Shimmer Coat Spray is Carl Hester’s international travelling groom Alan Davies, who’s seen using it in our photograph. The product can significantly reduce grooming time too. The RRP is £10.85 for 300ml.
PERFORMANCE footwear brand Grub’s has introduced a new collection of leather boots. The Duxbury (pictured) has a quilted leg, top buckle strap and external calve adjustment. The soft suede exterior has a full grain Iberian leather trim. The boot is lined and fully waterproof up to the bellows. Its Vibram sole has a classic commando sole pattern for grip while being lightweight and comfortable. In sizes 4 to 8, the Duxbury has an RRP of £219.95. Grub’s new range also includes the women’s Tatton Chelsea Boot in brown suede, RRP £89.95.
DON'T JUST EXHIBIT.
EXCITE.
Capture visitor attention with a fully custom exhibit. We create spaces that harness the very essence of your brand, delivering an immersive experience that will be the talk of BETA International. +44 (0) 2476 380 211 www.ges.com
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Product News
Pamper that dog!
Enjoy the view We’ll protect you #Safety365
THESE dog drying robes from Danish company Siccaro are available to the UK trade from Sporting Saint. The Siccaro Supreme Pro WetDog gets a dog 90% dry (and warm in winter) in 15 minutes. It’s made with an absorbent, double-layered fabric consisting of a sponge-like viscose and anti-bacterial terry towelling bamboo. The latter also helps reduce odour. In seven sizes, the robe ideal for use after a day’s work, a swim, bathtime or a wet walk.
Jacket with a difference THE Air Anorak, new from Mountain Horse, breaks away from traditional riding jackets. Waterproof and breathable, it has an unusual pull-on design. The front zipper is long enough, however, to make it easy to put on or take off even while wearing a riding hat. The Air Anorak comes in navy or on-trend pink. It has a fold-in, detachable hood, reflective logos on the sleeve and chest, two roomy pockets, adjustable sleeve ends, long slits for riding and front plackets to keep the rain and wind out. The RRP is £129.
Mid-season style #Safety365 isn’t just about wearing your helmet or body protector every day, every ride. It’s about being prepared so you can enjoy your ride from start to finish. Charles Owen is committed to making every day safer for equestrians.
THE Astrid bodywarmer from Baleno makes the perfect mid-season stand-by. The ultra-lightweight garment has 3M Thinsulate featherless insulation with an outer in Polyamide water repellent fabric with a glazed wax finish. With a two-way zip and handwarmer zipped pockets, the Astrid has an RRP of £89.95. www.equestriantradenews.com
www.equestriansafety365.com
BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM
Kitemarked to PAS015:2011
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Product News
14
Tack room treasures
Summer treat
ABBEY England has introduced four new items to its range of Stubbs stable, yard and tack room products. The Stubbs Swing Stack and Rack (pictured) is great for displaying, storing or drying up to ten saddle pads. It folds flat to the wall when not in use. The Stubbs Numnah Hanger, which holds five saddle cloths, can be hung on a rail, flat to the wall or on a hook. It works well singly or in multiples and is useful for shop displays too. The Stubbs Retro Tack Peg (pictured) is made from wrought iron metalwork and dark wood with classic turnings featuring a traditional end finial. The waxed hardwood pegs are reinforced with steel. The handy Stubbs Travel Horse is a portable saddle horse which can be operated instantly and singlehandedly, making it handy on the yard, at shows or instore. With no clips or latches, it’s a great space-saving idea too.
LIKIT Products has come up with a scrummy new Mango and Raspberry Likit, just in time for summer. Designed to be used in conjunction with the Boredom Breaker and Likit Holder stable toys, this limited edition flavour has two fruity layers. It’s available to the trade from Likit’s distributors in cases of 12 x 650g units.
New name, improved formula DODSON & Horrell High Fibre Nuts have been renamed Classic Fibre Cubes – and given a new, improved formula. The RRP is £8.45 for 20Kg. This is a low calorie, low intake, grain free, non-heating maintenance feed for all horses and ponies including laminitics. The new formula has a lower starch and sugar content than its predecessor – so it provides a high fibre, low cereal diet. It still has the optimum level of vitamins and minerals, however - now with an increased B vitamin package to support metabolism and energy production. There’s also a higher level of folic acid and extra biotin to support hoof health. “Dodson & Horrell’s continued nutritional research has meant it was time to update this popular product with a winning formula suitable for today’s market,” said a spokesman for the feed company. “It isn’t just the human nutritional industry who are aware of what’s good for us on the inside, with messages of reduced salt and added vitamins. We are now all more aware of providing this sensible nutrition for our animals too.” Dodson & Horrell adds that Classic Fibre Cubes customers may need to alter their feeding amounts to ensure their horses receive a balanced ration. Help with this or any other nutritional questions can be found via Dodson & Horrell’s free nutritional helpline.
Guards against mycotoxins
Our range of battery powered designer heated clothing is truly unique. To become a stockist in your area contact us now
WWW.BLAZEWEAR.COM JUNE 2018 EQUESTRIAN TRADE NEWS
NEW Forage Guard from Alltech is designed to help lessen the damaging effects of mycotoxins on equine performance and health. Mycotoxins are produced by certain moulds commonly found in grains, mixed feed, forages and bedding. They are implicated in a variety of acute health problems that are usually non-specific. Affected horses can appear agitated with possible head shaking, decreased feed intake and reduced performance in competition, says Alltech. Long term exposure to mycotoxins can prove debilitating and leave the horse vulnerable to sickness or disease. High risk groups include youngstock, broodmares, veterans, performance horses, poor doers or sick and convalescing horses. Forage Guard works to bind the mycotoxins in the gut, therefore preventing their absorption into the horse - but without removing key nutrients from the diet. The product has been awarded eight patents worldwide that protect its novel composition and proprietary production. It’s also backed by peerreviewed research. A 5kg tub of Forage Guard retails at £39 and contains a 100 day supply. www.equestriantradenews.com
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Product News
New and natural BOTANICA Fly Spray has an all-natural formula that can be used on all animals. Made from plant-based ingredients, this new and gentle spray is sweat resistant and nongreasy. Designed to be sprayed liberally as required, it offers for effective, day-long protection from flies and biting insects. The RRP is £14.99.
Have a seat!
THE WickedWedge from Back in Action is a clever portable seating option for anyone out and about this summer. The inflatable lounger has an attached waterproof mat. It’s easy to inflate and folds into a small package which fits into any bag, making it ideal for watching cross country or picnics. WickedWedge can be used at three different angles, whichever is most comfortable. The vinyl sheet helps keep you clean and dry while stopping the wedge from slipping. Importantly, it offers back support for comfortable seating while spectating on the go. The RRP is £12.99.
Two in one rug
THE Whitaker Midgley multi-purpose rug is a fly mesh and lightweight turnout rug in one. The seamless light blue top section offers UV and weather protection; while the 135g net lower section provides fly protection and breathability. The top-to-tail design features an integrated hood, cross surcingles, fillet string and a large tail guard. In sizes 4’9” to 7’, the RRP is £50. www.equestriantradenews.com
Better Business
16
BUYING THE FUTURE If you want to grow your business – and who doesn’t? – an acquisition might appeal, says Adam Bernstein.
An acquisition could work faster for your business than relying on organic growth.
O
rganic growth or acquisitive growth? It’s a question that’s long perplexed entrepreneurs. Whichever route is taken, the end goal is the same – greater profitability. For some, acquisition makes good commercial sense. In January 2017, Scandinavian pet product supplier Swedencare AB, which makes ProDen PlaqueOff, announced it had acquired the Irish animal healthcare company NutriScience, best known in the equine world for its Arthri-Aid and Equine Gold supplements. Swedencare reckoned the acquisition would expand its product portfolio and also give it a production facility in Ireland and a global distribution network. More recently, following the March 2018 collapse of Countrywide, it’s been reported that the administrators received much interest from buyers wanting to acquire the failed firm’s 20 freehold sites. Now there’s nothing wrong with organic growth, it’s just that it takes time. And compared with setting up a new unit from scratch, acquisition takes less time, resources and finance. For others, acquisition can remove the threat of legal action being brought where there’s a question over the provenance of a design. In short, it’s easier and less expensive to buy a rival than have to deal with the cost and complications of a legal case. So how should firms acquire?
Given the favourable Capital Gains Tax rates and Entrepreneurs’ Relief, management shareholders will normally be looking to sell shares. But as all liabilities will be inherited on a share acquisition, the acquirer will need to take extra care with its due diligence.
Due diligence Understanding what’s being bought is key. Although acquirers can usually obtain warranties (guarantees) from shareholders, there’s no substitute for extensively checking the detail of the transaction through ‘due diligence’ – especially where administrators are involved. The process falls into three distinct areas legal which will be handled by lawyers; financial and tax which will be dealt with by accountants; and commercial which falls to the acquirer. If any skeletons in the cupboard are identified, these can be turned into indemnities and, as such, the risk stays with the vendors. While due diligence is important, desktop research should be completed before any approach is made along with market and commercial due diligence. Research is much easier nowadays as so much information is available in the public domain through Companies House, online databases, the web, and other information gained discreetly through industry sources. But remember, financial information can be months out of date and cannot be relied upon to give an accurate view of a firm’s financial health. Skimping here will mean the acquirer has no idea about the veracity of what they are being told.
It’s often less expensive to buy a rival than deal with a legal case.
Types of acquisition It’s logical to think that the most common reason for an acquisition is rationalisation of costs. The reality could be very different, though, which may determine how the purchase is structured. It all very much depends on how the target company is organised, who the ultimate owners are, and what type of owners are involved; family, private equity, or a disparate shareholding. The next consideration is whether to buy shares or the assets. JUNE 2018 EQUESTRIAN TRADE NEWS
Workplace culture clash Acquirers need to recognise that buying the assets of a firm is one thing, but businesses also come with staff already employed and they must get along with the acquirer’s own employees. There are countless examples where mergers and acquisitions have failed because of culture clash – Daimler and Chrysler, AOL and Time www.equestriantradenews.com
17
Better Business
Warner, HP and Compaq. Culture is something that should be looked at closely; compatibility is one of the key requirements. Inevitably there is a learning curve following acquisition, but many find that due diligence meetings usually indicate if the businesses can adapt. Others suggest looking at the top to board level for clues on possible culture issues.
due to the business failure will be wary too.
Acquisition cost
Taking precautions Of course, some businesses, such as Countrywide, may be bought when they are in trouble and here the purchaser should be particularly cautious. Firms in trouble often find themselves the target of creditors who can apply pressure – something to consider when arriving at a valuation. The reason for the decline should be questioned. Is it the loss of a major client or a bad debt? Is the firm out of step with the market and unable to compete? Can the decline be reversed? Some buyers choose to wait until the target goes into a formal insolvency process before making an offer to the administrator or liquidator when the price should be considerably lower. A warning, however there will be no warranties and the acquisition will be on a ‘buyer beware’ basis. Acquiring a business from administrators is risky; their job is not to help the buyer but to realise the greatest possible value for the creditors. It’s important to also look out for Crown debt arrears such as PAYE and VAT. If these exist, a time to pay arrangement is crucial if a rescue is to be completed. Buying a failed firm may mean that existing customers lack confidence in the business. Similarly, creditors who have suffered
Acquiring a business from administrators is risky.”
Acquisitions involve significant costs. Purchasers should budget for the corporate finance finder’s fee, accountant’s costs, legal fees (legal drafting, due diligence and deal completion matters), insurance warranty payments and costs allied with any associated funding. These can amount to more than 10% of the purchase price. Also, buyers should not ignore property and any stamp duty payable. Just as important is the hidden cost of the Transfer of Undertakings (Protection of Employment) Regulations 2006 – TUPE - which crystallises if there is a staff restructure following the takeover. Employees involved in a business acquisition can sometimes have a significant level of protection under TUPE which in practice means that dismissing employees following an acquisition can be restricted or costly. There’s also the threat of loss of business due to change of control, changing relationships and the possible loss of key staff following the takeover. But these can be managed by having close liaison with customers and offering staff revised employment contracts that come with incentives. Further, existing contracts and arrangements will need to be honoured once the former management leaves. There’s one more expense that is harder to quantify – time. And make sure the acquisition doesn’t become a huge distraction and that the underlying business is not neglected. An acquisition is not for the faint hearted. Potential buyers should consider if they are better off focusing energy on organic growth rather than taking a risk with an acquisition. The adage that ‘people buy people’ applies to staff as much as it does to the seller/customer relationship. Ignoring staffing and culture issues can do more damage than any over-valuation. • About the author: Adam Bernstein is a business writer with 25 years’ experience.
OLD PACK DESIGN
CLASSIC FIBRE MIX
NEW LOOK WITH AN IMPROVED FORMULA
Replaces High Fibre Mix and is suitable for all horses and ponies as a maintenance or light work diet ° Lower in starch and sugar ° Improved B vitamin profile ° Grain free formula ° Non heating
AVAILABLE TO STOCK IN STORE NOW www.equestriantradenews.com OUR DEDICATION,
EQUESTRIAN TRADE NEWS JUNE 2018 YOUR PASSION. OUR SCIENCE, YOUR SUCCESS.
Focus Europe
18
LOOKING FURTHER AFIELD European brands can deliver a fresh dimension to your store, says ETN.
Giving boring countrywear the boot ETN editor Liz Benwell interviews Arnaud Banizette, Aigle’s Country manager UK & Ireland
sustainable. We’ve used the same supplier for ten years.” Importantly, most Aigle boots are manufactured in Châtellerault, France in a process that starts with the resin from hevea trees. Little has changed since Hiram Hutchinson purchased the patent from Charles Goodyear in 1853. At the media day, I really appreciated the chance to feel Aigle boots’ super soft consistency, admire the luxurious leather detail and find out why pure rubber stands up to ‘muck’ so much better than any imitation. The Parcours 2 Signature with its full leather linings and anti-fatigue footbed is a fabulous looking ladies’ boot. For tactile reasons alone, your customers deserve to see, feel and try on Aigle. They can always make repeat purchases online once they’re hooked.
Fleece renaissance
ATTENDING Aigle’s press day, at which the French footwear manufacturer launched its new Country collection, was quite an eye-opener, writes Liz Benwell. In true French style, we were treated to fine cheeses and wines by the hugely hospitable UK team. But what I enjoyed most was discovering this 165 year old label’s hidden depths – and what fantastic opportunities it offers UK retailers. France is only a stone’s throw across the Channel; yet culturally we’re oceans apart. For instance, I didn’t know that nearly all French children grow up wearing tiny Aigle boots. The colourful footwear, with its trademark white looped tops, is lined up outside the back door of many family homes. Yes, Aigle is as French as baguettes and long lunches. As Paris based communications director Marie-Andree Jezequel told me: “Our brand is part of French life. It’s an emotional product that French people almost feel they own.” The other country in which Aigle has a massive following is Japan. But for different reasons. While the French love the label’s practicalities, the Japanese adore its trendy quirkiness. And that’s because Aigle produces some truly original footwear from the fun and funky to edgy fashion. I was amazed – and intrigued – because it comes in materials that work on the stable yard too.
What initially stood out for me as we were introduced to Aigle’s new Country collection were the gorgeous but unusual autumnal shades. They’ll look seasonally splendid displayed in store. Naturally, this is a range geared primarily towards the shooting market, but it was heartening to see so many garments for women encompassing both style and practicality. Nearly all the jackets, gilets and tops would work equally well in a horsey setting. And if you’re looking for something eye-catchingly different to stock, look no further. We all know that fabric technology has come a long way. But Aigle has taken it to a new level. It has various fleece items for men and women that look exactly like knitwear. It’s only their quick drying and machine washable properties that give the game away. “We decided that fleece has become boring, so we’ve given it a new, fresh look,” said our charming host and Aigle CEO Romain Guinier. More like a fleece renaissance, I’d say! • Aigle returns BETA International 2019 at the NEC, Birmingham on 20 – 22 January.
Retail potential For a minute, I was worried. Aigle’s team told us they have 317 retail shops globally including 244 across Asia. But Arnaud Banizette, Country manager UK & Ireland, told me later there are no plans to open Aigle shops in the UK. “We’re already in 500 UK stores and we would like those to include more equestrian outlets,” he added. “We can supply via wholesalers or directly to retailers and offer a margin multiple of two.”
Sustainable Longer-standing members of our trade will remember Aigle slush moulded riding boots. Arnaud was horrified I thought they may return. “Oh, no!” he exclaimed. “They are made from material which is really bad for the environment as they go into waste and cannot be recycled. Our boots are now made from natural rubber; and it comes from trees [in Asia], so it’s JUNE 2018 EQUESTRIAN TRADE NEWS
Aigle’s new Country collection. Retailers are welcome to visit (by appointment) Aigle UK’s Cornbury Park, Oxfordshire showroom.
www.equestriantradenews.com
Bringing French style to the British Rider
Focus Europe
20
A Danish sizzler
Quality and the best service since 2005. Discover all our products for horse and rider. Extensive range of footwear, breeches, competitionwear, horse rugs, leatherwork, matching accessory series and more. Fashionable seasonal collections with breeches, tops, rugs and horse accessories.
ELDORADO claims to be Scandinavia's largest wholesaler of pet products and equestrian gear. Based in southern Denmark, it’s co-owned by siblings Per and Pernille Lausen and was initially founded as a pet store in 1963 by their parents. Since 1992, Eldorado has been home to the Catago Equestrian brand. Its product list includes saddle pads, gloves, clothing, bandages, boots, rugs, halters and a FIR-Tech therapy collection. The ranges comes in a wide range of colours featuring matching sets as well as vibrant mismatches. Catago Equestrian enthusiasts include rising international dressage stars Sille Engermann and Charlotte Dicker and Olympic riders Anna Kasprzak and Cathrine Dufour.
Belgium’s best in the field
Why do business with QHP? • Quality products at affordable prices with great margins • Excellent service (offering quick delivery) • Monthly promotions • Easy online ordering with live stock view • Order before 2pm and we will send the same day • Opening order only €600 • Carriage paid from €350 • POS material support, custom options available Interested in becoming a stockist? Call our UK agent with over 30 years of trade experience Tina Farrow at 07411 938144 or send an email to info@qhp.nl.
Visit www.qhp.nl to view all our exceptional products.
COUNTRY clothing label Baleno has its head office in Ardooie, Belgium. The brand is part of Sioen Apparel, one of three divisions of Sioen Industries which was established in 1960. The group has a turnover of more than €400 million and employs over 4,000 people in 53 companies, spread over 23 countries. Sioen Industries specialises in spinning, weaving and coating technical textiles. It also manufactures professional and leisure protective clothing. Baleno was founded in the 1970s as part of Sion Industries’ innovative textile group to concentrate on clothing for fishing and hunting [shooting] for the predominantly male European markets. “In 2013, following extensive discussions with UK retailers, Baleno discovered a gap in the market for premium quality protective clothing that was competitively priced - and the Baleno Country Lifestyle collection was born,” explained UK agent Chris Learmonth. The collection features ladies’ and men's technical garments and meets the high demands of a variety of country pursuits from equestrian and shooting to walking the dog. The first Lifestyle collection was just six styles. But it’s grown to over 70 styles for A/W 2018 with ladies’, men's and now children's ranges. Baleno clearly wears style on its sleeve, but what does the brand offer UK retailers? “The majority of the Baleno collection is offered from stock delivered to the UK from its central warehouse in Moeskroen, Belgium,” said Chris. “It’s usually a five to seven day delivery from order. “All transactions are in pounds sterling, payable to our UK bank account, so there are no currency transactions or exchange rates to worry about.” www.equestriantradenews.com
21
Focus Europe
Why every day is a good riding day The Juliet
The Prime 3L Pant from Stierna is waterproof, windproof, breathable and four-way stretch. The trousers can be zipped off while mounted (provided it’s safe to do so).
IF anyone understands extreme weather, it’s Helena Strömbäck. And that’s because the founder of Swedish clothing brand Stierna grew up close to the Arctic Circle. The young Helena loved horses and learnt how to cope with extreme weather conditions to pursue her hobby. Later, her working life took Helena into product development for climbing, skiing and golf. As a rider, Helena had difficulty finding smart clothing with the necessary technical functionality for riding. So she decided to develop her own equestrian sportswear. “Riding is a sport, and it’s about time we riders begin to see ourselves as the athletes we are and dress accordingly,” she says. Stierna’s philosophy is that every riding day is a good riding day. Its pledge is to provide riders with high quality equestrian sportswear that allows them to perform at their optimum in all weather conditions.
2018
What stockists say Gaynor and Keith Ewers of Equitogs in West Sussex are one of the brand’s newest UK stockists, having discovered Stierna at BETA International. “Stierna has us super excited. We see it as next level technical… “It’s a very innovative company and its brilliant ideas shine out of the collection like beacons. We love the incredibly stylish but practical W Air Jacket with its wind resistant outer layer made from a highly reflective fabric to ensure you’re seen in low light. “Another of our favourites is the Prime 3L Pants which are waterproof over-trousers made from EquTex fabric in black for every day and white for competition to stop your breeches from getting trashed during warm-up in bad weather. “All styles are selling very well and we have already re-ordered,” added the Equitogs team. Further afield, Japanese retailer Reitsport Ruhm KK reports significant success with Stierna. Customers at the Osaka based store are embracing the brand’s attention to detail and technical approach to riding gear, says this stockist. In particular, Prime 3L rainwear has a growing number of fans.
COLLECTION
NOW
AVAILABLE The Astrid
Combining stylish design with superior technical performance, proven durability and outstanding quality
Testing, testing Back in Sweden, Stierna tests new products with help from the Swedish Eventing Team. And its cold weather over-trousers, Stella Winter Pants, have been adopted by the Norwegian mounted police. The force is currently trialling the new Stella Winter Coat too, a garment due for launch this autumn across Europe.
Retailer support UK retailers enjoy considerable support from Stierna. The brand offers staff training, retail support at key events and is rolling out enhanced marketing support with its premium UK accounts. Stierna is also extending its sponsorship of its team riders Izzy Taylor, Jesse Campbell and Felicity Ward. For the upcoming seasons, look out for the Stella Winter Coat, winter weight compression riding tights and more innovations for Spring 2019. If anyone knows how to dress your customers for winter weather and a return of the ‘beast from the East’, it’s the Swedes. www.equestriantradenews.com
THE ENVY OF MANY facebook.com/balenocountrylifestyle
CONTACT BALENO +32 5 174 800 · INFO@BALENO.BE WWW.BALENO.BE
Focus Europe
22
Your gateways to Europe…. Stocking continental labels is easy when you work with a UK distributor. Here’s what’s available from two leading suppliers of big name brands to British retailers. FROM ZEBRA PRODUCTS… Amerigo: this Italian saddle brand handcrafts to order using French and Italian hides. Amerigo is the saddle of choice for London 2012 gold medallist showjumper Steve Guerdart, dressage star Michael Eilberg and eventing ace Nicola Wilson.
Equipe: high technical standards, manufacturing precision and comfort come together in this Italian saddle brand used by dressage supremo, Charlotte Dujardin. Uvex: founded in 1926, the German brand suppliess riding gloves and helmets that meet stringent safety standards. Associated riders include Ben Hobday and Lara Butler. Cavallo: style is the theme across its riding boots, mainline competition wear and seasonal fashion lines. As used by German equestrian icon Ingrid Klimke. Sprenger: world renowned for its bits backed by research, a highlight is this German company’s patented Sensogan mouthpieces. Sprenger does spurs too. Laura Tomlinson and Charlotte Dujardin are fans.
Kastel: founder Charlotte Jorst was inspired by fortress ‘kastels’ in her native Denmark. She creates tops by combining contemporary design with practical elements such as sun protection. Andrew Nicholson wears Kastel for cross country.
Bucas: this Irish rug maker blends equestrian tradition with the latest technical developments from other industries. Fans include Mary King and Ben Maher.
Fleck: Carl Hester uses this German whip brand which dates back to 1870. Konigs: for more than 150 years, Konigs has made riding boots with technical diligence and manual work. Charlotte Dujardin loves its individual styles in premium leathers. Veredus: this Italian brand covers horse management and health. Best known in the UK for its equine boots, there’s also a magnetic range plus saddle cloths. Scott Brash and Ben Maher are ambassadors. Cavalor: Established in 1989 in Belgium, Cavalor offers equine nutrition for performance horses via feed, supplements and care products. Users include Mount St John Stud (its managing director Emma Blundell is pictured), Zara Tindall and current World Cup show jumping champion Beezie Madden.
JUNE 2018 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
23 FROM SHAWS EQUESTRIAN… ► Pikeur: the official supplier to the German Equestrian Team, this clothing brand is loved by serious riders for its superb cut, clever fabrics and harmony between classic style and cutting edge fashion. Eskadron: Pikeur’s sister brand specialises in horse rugs and boots to saddle cloths and grooming boxes. Top German showjumper Ludger Beerbaum collaborates on development. A matchy-matchy pioneer, Eskadron produces six equine fashion collections and two funky rider fashion ranges yearly. Roeckl: This Munich based glove-maker was founded in 1839 and is now managed by the sixth generation of the same family. ► Flex-on: a partnership between a showjumper and an engineer, Caroline and Laurent Bordes, is behind this manufacturer of shockabsorbing stirrups and innovative spurs. Döbert: A small family firm making hand-crafted whips and bridlework in the Black Forest area of Germany since 1880. Some Döbert whips are made with high-tech fibres; others use to holly wood picked from local forests before being cured and polished. ► Alberto Fasciani: this company has been making boots entirely by hand in Italy’s Marche region since 1950. Since he purchased his first horse, Alberto has been enthralled by equestrianism’s balance of art and athleticism.
From France across the globe FRENCH company Ekkia has a presence across the globe. In nearly 70 countries, its innovative products fulfil riders’, horse owners’ and horses’ needs. Based in Haguenau, near Strasbourg, Ekkia has one of the world’s largest distribution centres for equestrian equipment and clothing, with a huge stocking capacity in two massive warehouses. More than 600 lorries a year arrive at Ekkia to pick up and deliver the 18,000 products it has available. The Equithème brand was created by Ekkia is 1985, and it’s gone on to modernise and revolutionise equestrian style for men, women, children and horses. And there’s no resting on its laurels. This year saw Equithème launch two new collections - Equi-Kids and TRC 85 for children aged 10 to 16. Around the world, Equithème has become wellknown for its matching sets, comfy leisure wear and fresh French looks. www.equestriantradenews.com
DO NOT LET THE WEATHER WIN! Waterproofness 10 000 mm / Breathability 10 000 g/mm2/24h.
Prime 3L Waterproof competition breeches. Full-stretch EquTex™ fabric with waterproof and breathable membrane. ¾-length with dividable 2-way leg zippers for easy on-and-off. Pre-shaped knees and ergonomically cut lines to enhance full movability. Silicone print at seat and knee area for a Perfect Grip™ UNITED KINGDOM Equitogs – Billinghurst, Sheepgate Tack and Togs – Boston, Royal Berkshire Country & Equine – Bradfield, Meynell Saddlery – Brailsford, Colne Saddlery – Cheltenham, Cool Equestrian – Cheshire, Thomas Irving’s Equestrian Superstore – Chesterfield, Equisense Ltd – Maulden, R&R Country Ltd - Melton Mowbray, Retford Saddlery – Newark, Gibsons Saddlers – Newmarket, Millside Equestrian & Country Store – Notts, Riseholme Feeds – Notts, Oldfields of Ombersley – Ombersley, Treehouse Sporting Colours – Rushock, Jackie Roberts Saddlery – Romsley, R&R Country Ltd – Selby, Parklands Saddlery - Sheffield IRELAND Tailored Equestrian – Cavan, Connemara Horse & Country – Clifden, Boomerang Horse and Country Store – Thurles, Showtime Equestrian - Trim FOR FURTHER INFORMATION UK: Karen Nash 07966 262553 Ireland: Sarah-Jane +353 (87) 132 4133 HQ: Robert Kos + 46 (0) 76 169 4293
S T IE R N A .C O M
Special Report
24
THE GALLOPING Gallop Equestrian doesn’t do flash marketing; it lets its products – and more
recommend its performance and keen pricing. New products include a genuinely innovative turnout rug with belly section to keep that bit of the horse clean. And a headcollar in butter-soft leather with contrast stitching that feels like £85 but has an RRP of £24.99. Absolutely every Gallop product has a USP – or it doesn’t get made. Bobby will take a risk on an idea occasionally, but that risk is carefully calculated. For instance, most colour schemes are gender neutral. Controlled risk carries through to Gallop’s trade customers too. Or, as the ever optimistic Bobby puts it, “provided a product has a good shelf life – and we always make sure ours do – it’s actually an investment.” Everything is sold only to the trade. For consumers, Gallop aims to provide something new with a dash of feel-good factor – always with tempting price tags.
Bobby Taak found himself in the equestrian market by a happy accident – he already had the number plate.
Manufacturing secrets
B
obby Taak started Gallop in 2000 with £300. He’s never had so much as a bank loan ever since, has worked hard and kept his head down. Indeed, sound financial management is a thread running through everything Gallop does. “When it comes to launching a new product, I start from the retail price and work backwards,” says Bobby. “If the figures don’t stack up and there’s no retail margin in it, I don’t do it.” Gallop was born when Bobby, a former life insurance salesman, met his future wife Sarah. One of their first dates was visiting a tack shop to kit out her new horse. “I looked around and saw what she was buying. And, more importantly, how much she was paying,” said Bobby. “And that got me thinking.” Today Gallop’s 20,000 sq ft warehouse and HQ is a tight ship based in Tipton, West Midlands, run by a happy crew of ten people. While Sarah is busy at home with the couple’s three children aged seven, five and 17 months, she’s clearly taught Bobby well on the equestrian front. “I used to think that pony, cob and full sizes were so named because a pony eventually grew into a big, full-sized horse,” he chuckled. “Now I know better – but not coming from a horsey background means I can look at products from a financial aspect rather than emotionally.” In fact, Bobby is disarmingly aware of how the modern horse owner ticks. “With rugs, it’s just as cheap to buy a new one as it is to have it re-proofed. And that’s not doing retailers any harm either!”
With Gallop Equestrian, what you see is what you get; consistent products honestly priced. And that’s probably because the company has complete control over its manufacturing operations and – you’ve guessed it – pricing. Bobby predominantly uses factories in India. “I can speak the language and I know the culture,” he says. He ensures consistency of quality by employing his own people and visiting the factories three or four times a year to make sure everything is on schedule. He can organise contract manufacturing too. Design ideas come from far and wide. “Current patterns and colours for young children are a good guide,” reveals Bobby. Every scrap of fabric used by Gallop is pre-tested by the company.
New products Gallop’s rugs and saddle cloths are often the mainstay of big professional yards where functionality comes first. Its footwear ranges are rapidly gaining traction as users recognise and
Under Gallop’s new ‘100 price’, retailers can order unopened cases of 100 items and save money.
What’s in it for retailers? Gallop Equestrian operates a three-tier Partnership Scheme for retailers. The top tier is Partner Plus for physical stores, then Partner for internet retailers and Single for other outlets. Stockists on each tier enjoy a sliding scale of privileges from pricing to first chance to forward ordering new launches. Importantly, Partner Plus stockists [shops] get the best deals. Gallop Equestrian also supplies bona fide internet retailers who can trade with the company as Partners. They too enjoy privileged pricing and discounts - just not quite as keen as those offered to the Partner Plus stores. JUNE 2018 EQUESTRIAN TRADE NEWS
When traders apply for an account with Gallop Equestrian, they are asked for a £100 deposit to access the company’s website. “It’s designed to show they’re serious and is refundable with their first order,” says Bobby Taak. In a new development, Gallop is offering Partner retailers the opportunity to buy stock at a ‘100 price’. The idea is that cartons of 100 items can be sent straight out to stockists saving the Gallop warehouse team time and money for unpacking and re-packaging. And, of course, the cost saving is passed onto the retailer.
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Special Report
ENTREPRENEUR importantly its prices – do the talking. Liz Benwell pays a visit. “The factory is like a kitchen and I’m like the waiter,” he observes. “When I serve up the food, I want everyone to be happy.” Timely settlement of suppliers’ bills is another key aspect of Gallop’s production system. “If you always pay a week early, the respect that gets you really pays dividends,” Bobby explains.
Minimal marketing Gallop Equestrian has never splashed out on glossy consumer advertising, preferring to support retailers’ endeavours by offering good margin earning potential. Crucial to this is an annual appearance at BETA International where Gallop’s offer-laden stand is a must-see for stockists. “We had a great BETA International this year,” said Bobby.
Up and
“There was real quality among the buyers walking up and down the aisles. I really believe in BETA International – you have to be there.” Retailers can also discover deals and ideas from Gallop every month in ETN.
Bona fide trade Gallop has 25,000 Facebook followers kept engaged with weekly offers and deals via the company’s social media. “We talk to consumers but we don’t sell to them,” is how Bobby sums it up. In a typical week, Gallop rejects five or six requests for retail accounts. And Bobby is acutely aware that the bona fide trade’s prosperity reflects his own: “Let’s be transparent about this. We’re all here to make money.”
allop…
mG ing fro
com
▲ Fully Lined Half Pad: luxury synthetic sheepskin, vented breathable spine, compact density padding. In black, brown or white; cob//full size. Trade price from £9.95, RRP £24.99. ▲ Polka dot 200gsm Combo Turnout: 600 denier ripstop outer, 200gsm fill, waterproof, breathable, taped seams, nylon lining, crossed surcingles, elasticated detachable leg straps, tail flap, shoulder and neck pleat to reduce rubbing, double buckle breast fastenings. Sizes 4’6” – 7’0”. Trade price from £24.99, RRP £59.99.
► Fully Lined Saddle Pad: luxury synthetic sheepskin, vented breathable spine, honeycomb quilt padding. In black, brown or white; cob/full size. Trade price from £12.50, RRP £29.99.
► Premium Saddle Pad: 14mm foam, biscuit design quilting, vented spine, wickaway mesh lining, deep fit, three rope trim. In black, brown, navy or white; cob/ full size. Trade price from £8.95, RRP £19.99.
◄ Fully Lined Numnah: luxury synthetic sheepskin, vented breathable spine, honeycomb quilt padding. In black, brown or white; cob/full size. Trade price from £12.50, RRP £29.99.
◄Diamante Padded Headcollar: fully adjustable padded headcollar with quick release fastenings. In a range of sizes including Shetland. Stunning diamantes across nose, cheek and brow. Colours black, navy blue, pink, red. Trade price from £3.50, RRP £6.99.
Buttersoft Leather Headcollar: softy wrapped, premium leather with contrast stitch design, fully adjustable. In black or brown; pony, cob or full size. Trade price from £11.95, RRP £24.99.
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JUNE 2018
26
People
• Oliver Pearson (pictured) has
moved to the Horse&Hound field sales team from his classified sales position across publisher Time Inc’s specialist titles. Meanwhile Abi Cannon has been promoted to become Horse&Hound’s commercial manager, just over a year after joining the title.
• Mark Westaway and Son, home
of the HorseHage and Mollichaff brands, has appointed Sarah Turnbull as a part-time sales representative. Sarah also works at Kingston Maurward College as a learning co-ordinator and assessor for equine apprenticeships. She is an equine science graduate and has BHSAI (assistant instructor) and Intermediate Stable Management qualifications. Sarah is visiting wholesalers and stockists throughout the south of England, helping run in-store open days and attending events and shows with the HorseHage tradestand. Based in Dorset, she competes at British Dressage novice level and is a member of the Team Quest ‘Piaffe and Go’ dressage team. Sarah also enjoys show jumping and cross country. She has a new horse, Rosie, to ride this season.
• Irish feed company Connolly’s Red
Mills has expanded and restructured its UK team. Senior equine nutritionist Louise Jones has been promoted to head of equine to lead a UK team of nutritionists, Thoroughbred and sports horse specialists. A registered equine nutritionist who for 15 years has worked with trainers, breeders and riders in the UK, Europe and Middle East, Louise is a regular conference speaker and member of the BETA Feed Committee. Meanwhile Adam Johnson has been promoted to the newly created role of UK Thoroughbred manager. Connolly’s Red Mills told ETN it’s also about to appoint a sales representative in the south-west plus a sport horse specialist. “Our business is experiencing considerable development, growth and expansion which demands very specific skills to deliver consistently excellent service to our clients,” said general manager Derek Fallon.
• Feedmark has appointed Emily Smith as its new director of nutrition.
Part of her role is heading the supplements retailer’s team of nutritional advisors. Emily has specialised in animal nutrition since 2005 and has owned, trained and competed with horses in dressage and eventing in Canada, the US, Germany and the UK.
• She did it – and here’s the
medal to prove it… Jenny Hammett – UK sales agent for Schockemöhle Sports, Prestige Italia and Kask - completed the 2018 London Marathon. Jenny was running in memory of her late friend and colleague Paul Dickson and raised more than £5,000 for The Brain Research Trust. Paul’s parents Brian and Polly Dickson founded Derby House Saddlery. After the business was sold, Paul moved to Ireland to run TRI Equestrian. He died in July 2016 from a brain tumour. Last month, ETN ran Jenny’s story on our weekly e-newsletter. “I wanted to say thank you so much to ETN for mentioning it before the marathon,” said Jenny. “So many people donated after reading about it.”
• ITN news presenter Alastair
Stewart has become a vice president of the Mark David Injured Riders’ Fund. He’s become a firm favourite with our trade as the redoubtable host of BETA International’s annual live industry debate. Alastair and his wife rode as children. They’ve passed on this love of horses to three of their children, two of whom work in the equestrian industry.
JUNE 2018 EQUESTRIAN TRADE NEWS
• Congratulations to Jenny Bevan, from Shaws Equestrian’s head office, and her husband Tim who have become the proud parents of William, a little brother for Lily.
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27
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Saddle-makers' Directory - advertisement feature Berney Bros Saddlery
Ideal & WRS
LOCATION: Main Street, Kilcullen, Co. Kildare, Ireland TYPE OF SADDLES MANUFACTURED: All leather saddles BRANDS OF SADDLES AVAILABLE: Berney Bros Saddles DO YOU OFFER A BESPOKE SERVICE? Yes. All our saddles are custom made. We can also offer different colours on the trim. SPECIAL FEATURES OF YOUR SADDLES: All our saddles are made on a spring tree. They range from size 15” – 18”. Saddles are flocked with pure new wool. Designed to be light weight we also offer an orthopaedic memory foam in our Grand Prix saddle range. DO YOU DEAL WITH: RETAILERS: Yes SADDLE FITTERS: Yes WHOLESALERS: No ARE YOUR SADDLES WARRANTED? No ACCESSORIES AVAILABLE: We have a selection of
LOCATION: Walsall TYPE OF SADDLES MANUFACTURED: Leather BRANDS OF SADDLES AVAILABLE: Ideal, Walsall Riding, Barclay & Co. DO YOU OFFER A BESPOKE SERVICE? Yes SPECIAL FEATURES OF YOUR SADDLES: Ideal & WRS offer a truly custom-made service, with over 300 variations of saddle tree forming the backbone of Ideal’s impressive range of 75 different saddle models. Ideal can facilitate thousands of custom changes throughout its broad ranges of saddles, with precise variations possible across all the building blocks of saddle design, including back and front gussets, gullet widths, sizes of drop panels, linings, point straps and more. DO YOU DEAL WITH: RETAILERS Yes SADDLE FITTERS Yes WHOLESALERS Yes ARE YOUR SADDLES WARRANTED? Lifetime warranty on saddle trees used under normal riding conditions. 3 years of
fittings, stirrups, stirrup leathers and girths available. Also we have our own bridles that we make. HOW OLD IS YOUR COMPANY? Berney Bros started in 1880. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: It is now in the 5th generation of Berney. Hand crafted, each saddle is signed and dated on the inside. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? 10% discount over 5 units. CONTACT DETAILS: Thomas Berney T: 00353 45481228 E: berneybros@gmail.com W: www.berneybros.com
John Whitaker International Limited
LOCATION: Lancashire TYPE OF SADDLES MANUFACTURED: Leather and Leather/ Synthetic Mix Saddles BRANDS OF SADDLES AVAILABLE: John Whitaker International and Whitaker DO YOU OFFER A BESPOKE SERVICE? No SPECIAL FEATURES OF YOUR SADDLES: Back by years of experience and rigorous testing, the Whitaker saddle collections have been finely tuned to enhance performance – regardless of discipline or horse shape. Available in full leather or leather synthetic mix; interchangeable gullet system or adjustable moulded nylon tree. DO YOU DEAL WITH: RETAILERS - Yes SADDLE FITTERS - Yes
WHOLESALERS - Yes ARE YOUR SADDLES WARRANTED? The leather has a 2 year warranty and the tree is guaranteed for life. ACCESSORIES AVAILABLE: Full tack offering available for both the John Whitaker and Whitaker saddles. HOW OLD IS YOUR COMPANY? John Whitaker International has been trading for 20 years this year! ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: John Whitaker International are owned by world renowned show jumper, John Whitaker. John is actively involved with the development of the brand including testing of the saddles. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? Enquiries to T:+44 (0)1706 340500 to find out about our retailer incentives. W: www.whitakeruk.com
JUNE 2018 EQUESTRIAN TRADE NEWS
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workmanship and materials under normal riding conditions. ACCESSORIES AVAILABLE: Girths and stirrup leathers HOW OLD IS YOUR COMPANY? 32 ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Ideal & WRS manufacture over 5,000 saddles per annum and is the largest manufacturer of wooden saddle trees in the world. By working closely with saddle-fitters the Ideal & WRS team (which itself comprises of 3 SMS qualified saddle fitters, 2 master saddlers and competitive riders) puts the comfort and performance of the horse at the heart of every saddle build. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No, but we offer exceptional flexibility to our retailers. CONTACT DETAILS: T: +44 (0)1922 620233 E: info@idealsaddle.com W: www.idealsaddle.com
Collegiate LOCATION: WeatherBeeta Ltd, Unit 9 Somerville court, Banbury Business Park, Adderbury, Banbury, Oxfordshire, OX17 3SN. TYPE OF SADDLES MANUFACTURED: Collegiate manufacture, Leather & Synthetic Saddles. We offer a variety of styles from All Purpose to Dressage and Jump/Close Contact so we have something for everyone. BRANDS OF SADDLES AVAILABLE: Collegiate DO YOU OFFER A BESPOKE SERVICE? No SPECIAL FEATURES OF YOUR SADDLES: All our saddles come with a Changeable Gullet system allowing the rider to custom fit to their horse. DO YOU DEAL WITH: RETAILERS - yes SADDLE FITTERS - yes WHOLESALERS - no ARE YOUR SADDLES WARRANTED? Yes, all our saddles come with a 2 year warranty on the saddle and a 10 year warranty on the saddle tree.
ACCESSORIES AVAILABLE: The accessories available for our saddles are; Stirrup leathers, Girths (long and short) & Gullets in narrow through to Xwide. HOW OLD IS YOUR COMPANY? Weatherbeeta Group is 24 years old in UK. Our Collegiate brand has been updated for 2018 with a whole new range of Saddles and Bridles. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Collegiate is an American classic that was born in the USA in 1986. For many consumers, the first saddle they every bought was a Collegiate Saddle. Whether it was for their first pony/horse or for the first saddle they bought to compete in. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? no CONTACT DETAILS: E: sales@weatherbeeta.com W: www.collegiatesaddlery.co.uk
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Saddle-makers' Directory - advertisement feature
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Harry Dabbs and Jeffries Saddlery LOCATION: Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: Leather BRANDS OF SADDLES AVAILABLE: Platinum, Harry Dabbs and Jeffries DO YOU OFFER A BESPOKE SERVICE? Yes, we have a large selection of trees and offer a choice of flap lengths, panels, blocks and leather types. Customers can also personalise with coloured piping. We also offer patent leather, carbon or tartan for use on the back of the cantle. SPECIAL FEATURES OF YOUR SADDLES: Saddles manufactured under Platinum and Harry Dabbs feature the performance panel with leaves the back slightly sooner than a conventional English Panel, this allows freedom over the lumbar region prompting lift through the back and encourages engagement of the hind quarters. We have a large selection of laminated spring trees (made in-house) and panel options including the Future panel. Customers can also chose a standard or close contact twist. Saddles from Jeffries feature a traditional wool flocked English panel and a choice of either a standard or close contact twist. There is a choice of laminated trees including the new Sport, Liberty and XP (manufactured in-house) and a wide selection of models for all disciplines. DO YOU DEAL WITH: RETAILERS - Yes SADDLE FITTERS - Yes
WHOLESALERS - Yes ARE YOUR SADDLES WARRANTED? Yes, we encourage customers to register their saddle with us. We also guarantee the trees for life ACCESSORIES AVAILABLE: Girths and stirrup leathers under the Harry Dabbs range. Under Jeffries we offer a huge selection of accessories including bridles (and the new Gentle Bridle), bits, girths, Stirrup leathers etc via our website www.ejeffries.co.uk HOW OLD IS YOUR COMPANY? Harry Dabbs was founded in 1970’s Jeffries established in 1820! ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Harry Dabbs Saddle Makers and Jeffries Saddlery are owned by Vale Brothers Ltd. Our team of saddlers from both brands work a long side each other at our premises in Walsall. Jeffries specialise in standard ‘off the peg’ models whilst Harry Dabbs provide a bespoke service, this means each has its own customer base and complement each other perfectly. Our saddles are manufactured by hand to maintain consistency and quality. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No. CONTACT DETAILS: Vale Brothers ltd T: +44 (0)1922 642222 W: www.harrydabbs.co.uk www.ejeffries.co.uk
Jeremy Rudge Saddlery Ltd.
Prestige Italia S.p.A
LOCATION: West Midlands. UK TYPE OF SADDLES MANUFACTURED: Leather Saddles. General Purpose, Dressage, Jumping and Endurance in Traditional and Monoflap styles. BRANDS: Jeremy Rudge and Horizon DO YOU OFFER A BESPOKE SERVICE? Yes. Saddles are produced made to measure, using traditional, hand-made techniques. Our saddles combine the expertise of a Master Saddler and a Qualified Fitter. SPECIAL FEATURES: The optimum "tree" style and shape is selected, measurements taken and templates made prior to manufacture. Supply includes a full fitting service and factory fitting during manufacture, if required. DO YOU DEAL WITH: RETAILERS - Yes SADDLE FITTERS - Yes WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes. Saddles
12 months. Trees 5 years. Subject to fair wear and tear and normal riding conditions. ACCESSORIES AVAILABLE: Girths and stirrup leathers in matching colours. HOW OLD IS YOUR COMPANY: Established 1988. INTERESTING FACTS: Jeremy Rudge Saddlery Ltd is an international business. As well as the UK, key markets are Europe, particularly Scandinavia, US and Canada. Jeremy Rudge is a several times winner of the competitions sponsored by the Society of Master Saddlers. INTRODUCTION FEE: Negotiable CONTACT DETAILS: Unit 2 College Farm, Bosty Lane, Aldridge, Walsall, WS9 0LF. England. T: +44 (0)1922 455233 F: +44 (0)1922 455899 E: sales@ jeremyrudgesaddlery.co.uk W: www. jeremyrudgesaddlery. co.uk
JUNE 2018 EQUESTRIAN TRADE NEWS
LOCATION: Trissino, Italy TYPE OF SADDLES MANUFACTURED: Dressage, jumping and leisure time saddles produced in different leathers. Calfskin, Lux, Super and Plain leather BRANDS OF SADDLES AVAILABLE: Prestige DO YOU OFFER A BESPOKE SERVICE? Yes, all saddles can be made to measure for horse and rider. We offer different flap lengths, flap projection and seat sizes. For the horse we have lots of panel options. Offering both flocked and latex panels. We have a range of different thicknesses depending on what the horse needs. For flocked panels we use a special synthetic fibre which prevents compression and requires less maintenance. Latex panels have reduced weight in the withers and shoulders and allows greater freedom of movement when airborne during jumping. For horses with big shoulders we can provide shoulder free panels. SPECIAL FEATURES OF YOUR SADDLES:The tree in Prestige Saddles are made from a mix of fibres, it is at least 1kg lighter than a traditional tree and needs no metal reinforcement. All of our trees can be altered using heat. We alter the width of the tree at
the stirrup bar and not at the head of the tree. DO YOU DEAL WITH: Retailers Yes Saddle fitters YES Wholesalers NO ARE YOUR SADDLES WARRANTED? Yes, the trees have a lifetime guarantee (apart from accidental damage) and the leather and stitching are covered by a 24 month warranty with an extra 6 months for lux leather. ACCESSORIES AVAILABLE: Yes, full range of accessories including bridles, girths, stirrup leathers, tendon and fetlock boots, stirrups and saddlecloths. HOW OLD IS YOUR COMPANY? The company was founded in 1974 CONTACT DETAILS: E: info@prestigeitaly.com UK AGENTS Jenny Hammett T: +44 (0)7818 051 375 Mark Hammett T: +44 (0)7875 633 163 E: info@hammettequestrian.com W: www.prestigeitaly.com
www.equestriantradenews.com
31 First Thought Equine Ltd
LOCATION: Canterbury, Kent TYPE OF SADDLES MANUFACTURED: A wide range of saddles covering all disciplines from Western to Classical Dressage, mainly focussed on dressage, eventing and showjumping. The saddles are made primarily from premium grade leather, with synthetic options available. BRANDS OF SADDLES AVAILABLE: Wow Competitor, Classique, Edge, DMK. Panel flocking either Flair air flocking or British wool or foam. DO YOU OFFER A BESPOKE SERVICE? Yes SPECIAL FEATURES OF YOUR SADDLES: The Wow Competitor range is a unique modular range, key elements being patented. Based on a unique laterally flexible carbon tree, the huge choice of headplates, panels, seat, flaps and girthing arrangements are all fully interchangeable. DO YOU DEAL WITH: RETAILERS: Yes (for accessories) SADDLE FITTERS: Yes (with Wow training) WHOLESALERS: No ARE YOUR SADDLES WARRANTED? Yes ACCESSORIES AVAILABLE: - The new Wow Saddle Gauge, used by fitters or riders to define which of the 567 fitting permutations of the Wow modular saddles is right for the horse. - Korrector - the adjustable Air Saddle Pad designed for saddle brands other than WOW, can be used as front or back riser pad or adjusted totally by the rider to give full day to day control of the fit of their saddle on one or
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more horses. - A range of girths and Supercool saddlepads suitable for use with all saddle makes. HOW OLD IS YOUR COMPANY? The company was formed in 1996 after four and a half years of research and development based on the first product Flair air flocking. The emphasis on scientific R & D to develop innovative products and improve the current range has always been a hallmark of First Thought Equine ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Based in a rural location in their own purpose built factory and offices, on the outskirts of Canterbury, Kent, all of First Thought Equine’s products are manufactured there using computer aided design and laser machine cutting for accuracy and repeatability. There is also a string of horses used to develop and test products, with full training and fitting facilities including an indoor school used to run retailer and public courses and fittings. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? Varies according to individual fitters CONTACT DETAILS: First Thought Equine Ltd Little Duskin Farm Covet Lane Kingston Canterbury Kent CT4 6JS T: +44 (0)1227 831614 F: +44 (0)1227 831161 E: info@wowsaddles.com W: www.fteltd.co.uk and www.wowsaddles.com
Saddle-makers' Directory - advertisement feature
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Zebra Products Ltd LOCATION: Flintshire TYPE OF SADDLES MANUFACTURED: The finest calfskin leather jump and dressage saddles BRANDS OF SADDLES AVAILABLE: Amerigo and Equipe DO YOU OFFER A BESPOKE SERVICE? Both brands offer a customisation and made-to measure service alongside their standard models SPECIAL FEATURES OF YOUR SADDLES: Amerigo - the quality and function of Amerigo saddles is constantly tested and perfected across all disciplines. Their saddles have independent Swiss flocked panels, plastic and unique wooden tree shapes. They are used by leading riders including showjumpers Steve Guerdat, dressage rider Michael Eilberg and eventer Nicola Wilson. Equipe - as used by Charlotte Dujardin, Ben Maher and Izzy Taylor. Equipe is renowned for innovation and quality. Its saddles boast foam panels (which help keep their suppleness and don’t deteriorate as quickly as other traditional foam panel fillings), with a choice of trees including plastic, wooden and ultra-light shock absorbing carbon fibre (the E-Carbon range). DO YOU DEAL WITH: RETAILERS - Yes SADDLE FITTERS - Yes WHOLESALERS - No ARE YOUR SADDLES WARRANTED? Life time warranties for plastic and carbon fibre trees, five years for wooden trees and two year
warranties on the leather ACCESSORIES AVAILABLE: Both brands offer a full range of bridles and accessories HOW OLD IS YOUR COMPANY? 18 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Zebra is committed to supporting its retailers offering a host of tools to bolster their learning which includes saddle seminars and trips to the factory in Italy. The team has a dedicated saddle sales and training expert who also works with the company’s sponsored riders fitting their saddles. Plus there’s a host of marketing and show support for those that need it too. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? For retailers looking to sell Equipe and Amerigo, Zebra offers a special discount deal on demo model packages CONTACT DETAILS: Zebra Products T: +44 (0)1352 763350 To speak direct with Phil Lowe, saddle sales expert, M: +44 (0)7890 550357 E: phil@zebraproducts.co.uk W: www.zebraproducts.co.uk
HERE COME THE GIRLS! Introducing the Olivia and Sophia. The latest custom made saddles by Ideal.
Olivia
MSRP £2,695
Sophia MSRP £2,695
YOUR IDEAL TEAM ✔ Master Saddlers
✔ SMS Qualified Saddle Fitters
Call 01922 620233
or visit www.IdealSaddle.com
Find us on Facebook
✔ Competitive Riders
33
g n i t a r eb THE BEST Saddle Fitter of the Month
l e C SADDLE FITTERS… This new award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those whose good practise is making a difference to horses, riders and the saddlery industry.
ETN SADDLE FITTER OF THE MONTH:
LAURENCE PEARMAN
NOMINATED BY: Ben Roberts of Fairfax Saddles who says: “I would like to nominate Laurence thanks to his commitment to the industry and extensive knowledge of saddle fitting.” ABOUT LAURENCE PEARMAN: Likeable, hardworking and without doubt passionate about all things saddlery, Laurence Pearman began work at W G Hayes Saddlery of Cirencester. He went on to become a Master Saddler and today owns and runs Cirencester Saddlery in Gloucestershire. In 2017, Laurence became a Fellow of the SMS, receiving his award at the SMS’ National Competition at Saddlers’ Hall in London from HRH The Princess Royal. “Laurence has saddlery running through his veins and he keeps in touch with all the latest developments and advances when it comes to saddle fitting,” said SMS chief executive Hazel Morley on that occasion.
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Laurence is a Liveryman of the Saddlers’ Company, chairman of the south-west region of the SMS and sits on many committees to help develop saddlery and saddle fitting. He regularly lectures and assesses for the Society’s saddle fitting courses as well as assisting with the saddlery skill assessments and flocking qualification. Over the years, Laurence has trained many apprentices and judged the saddlery competitions at BETA International. “Saddle fitting has enabled me to meet so many varied and interesting people over the years,” he says. “At times it also taxes your brain with certain shapes and conformation types that horses and ponies can throw at you, but I feel very lucky to have gone into an industry and a career I still enjoy today. “When it comes to saddle fitting there is so much to learn and so much that is involved in getting the right outcome for the horse and rider. “The level of detail and many equations that need to be taken into consideration make it as varied and interesting today as when I started out many years ago!”
How to nominate a saddle fitter The trade, saddle manufacturers and distributors, are invited to nominate saddle fitters they feel deserve to be named ETN Saddle Fitter of the Month. Candidates for the award must be SMS Qualified Saddle Fitters based in the UK or overseas. To nominate a saddle fitter (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the saddle fitter’s name and business name too.
EQUESTRIAN TRADE NEWS JUNE 2018
Saddles
34
MAKING SADDLES
A saddle fitter’s view Saddle fitters and retailers are encouraged to take factory tours to see Vale Brothers’ craftsmen at work.
THAT WORK British saddlery brands Harry Dabbs and Jeffries Saddlery are now manufacturing alongside each other in Walsall. Peter Wilkes, managing director of umbrella company Vale Brothers, takes us on a tour.
H
ere in the historic heart of the British saddle industry, E. Jeffries - the oldest saddlery company in the UK – sits cheek by jowl with performance specialist Harry Dabbs. With a workforce of 127, Vales’ factory oozes skills. There are wood and metal working experts in the tree shop; leather hand-cutting specialists avoiding scars and growth marks while reducing waste; preparers staining and edging leather; machinists following the saddlers’ instructions to produce our large variety of saddles. When entering the Vales’ factory floor (the building is 30,000 sq. ft.) the first thing to hit your senses is the distinct aroma of leather. The second is the sight of rows of orderly sewing machines and work benches where our skilled workforce focus on their various duties. LED lighting is
Vale Brothers’ Platinum range offers a choice of panel types, flaps, blocks, twists, leather finishes and trees.
JUNE 2018 EQUESTRIAN TRADE NEWS
conducive to detailed work. In the saddle department, it’s fascinating watching and learning from the saddlers as they cut, stitch, nail, flock and pad various components. We’re proud that each saddle is hand-made from start to finish by one skilled saddler, ensuring consistency through each product. We regard saddle-making and fitting as an on-going journey. As horses have not yet mastered the ability to speak, the responsibility to provide the perfect fit lies with qualified craftsmen, saddle fitters, physios and other equine professionals. By listening to their ideas and using their wealth of knowledge, we continually develop our range and manufacture saddles that empower horse and rider to be the best that they can be.
Crucial link Saddle fitters provide a crucial link between manufacturer and customer. They assist by studying the horse’s physique, movement and lifestyle to determine the best possible saddle choice for horse and rider. If a template isn’t recorded accurately, or a physical issue isn’t picked up on, then the customer-fittermanufacturer communication can break down. We rely on the saddle fitter to select the tree to match each horse’s body shape. It’s not simply a question of width fit, but about the shape of the tree along the full length, the angle of the rails and the head shape. It’s a decision that comes before the saddle is built and the panel option specified.
Claire Stanley from Just Saddles is one of many saddle fitters who appreciates the extensive range of saddles and support provided by Vale Bros. She says that, regardless of horse shape or size, she can always rely on Dabbs or Jeffries to supply the right tree, panel, model – or advice if needed. “I’m highly impressed with the company’s forward thinking approach to saddle fitting and their commitment to improving comfort and fit for horse and rider,” she added.
‘Stock’ saddles In recent years, we’ve increased the number of ‘stock’ saddles manufactured using pre-existing and new trees including the Sport, Liberty and XP under the Jeffries label. We also specialise in bespoke saddles manufactured under our Platinum and Harry Dabbs labels. These offer a large choice of panel types, flaps, blocks, twists (standard or close contact), leather finishes and eight dressage, six jump and five GP trees.
Making trees We’re one of the few saddle manufacturers to make the majority (98%) of our own laminated wooden spring trees in-house. Despite the introduction of carbon and plastic trees, they remain the
Results from research Vale Brothers’ design team has worked with two organisations, The Thoroughbred Rehabilitation Centre and Equine Management & Training, to research and test trees and panel types to suit Thoroughbreds. This work, led by the late Janet Blackburn, resulted in the development of a saddle range which accommodates many of the common Thoroughbred physical traits such as long, high withers, and deep hollows either side of the withers. Further successful concepts resulting from Vale Brothers’ field trials include the Future panel. This increases freedom of the horse's shoulder as it rotates – and because it prompts the horse to increase stride length with minimal interference from the saddle, it’s a popular choice for show jumpers and eventers. www.equestriantradenews.com
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ANNIVERSARY
Each saddle is handmade from start to finish by one skilled saddler.
most reliable and preferred option. Our trees are constructed using five or six layers of plywood from Finland. These are laminated together using heat and glue while being held in a mould to create the desired shape. The tree is reinforced with metal strips around the full length. Head plates and stirrup bars are then riveted, by hand, onto the wood. Finally, webbing is stretched, and strained as required, lengthways and across the tree to form the seat. This process is important for positioning the rider over the centre of movement. We also manufacturer trees for other saddle companies and continually work on new concepts. We guarantee each tree for life. Whatever the saddle brand, it’s crucial to assess and fit the right tree rather than adapting the panel to fit. • If you would like to find out more, Vale Bros encourages factory visits and organises informal training days so that saddle fitters, retailers and overseas customers become familiar with how to fit its saddle brands. Visiting saddle fitters also have the opportunity to learn about the different trees, panels and bespoke options available to them and their customers.
The rider’s view For Jeffries saddles, Vale Brothers uses a traditional English style panel. Whereas Harry Dabbs specialises in the Performance panel, designed to leave the horse’s back slightly sooner. “It’s important to keep the lumbar region free and encourage Dressage rider and Harry Dabbs brand engagement and lift ambassador Daniel Watson with (at the through the back. horse’s head) saddle fitter Mandy Miller of Olympus Saddlery and Stacy Coates of Vales This type of panel Bros. is especially suited to short backed or croup high horses,” says Peter Wilkes. Indeed, these are points that haven’t gone unnoticed by riders who have experienced the feel. Dressage rider Daniel Watson says: “My horses instantly sense and react to the freedom that these saddles provide, enabling me to channel the additional power and engagement into improved performance.”
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CPD Feature
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WHAT THE FITTER NEEDS TO KNOW… A great deal of information must be found and assessed before trying saddles, says Kay Hastilow.
ACCREDITED BY
Saddle fitters who read the feature and submit correct answers to the quiz will receive CPD recognition from the Society of Master Saddlers (SMS). You need somewhere under cover to assess and horse and try saddles.
O
ver half of the Society of Master Saddlers’ 15 points of saddle fitting [the prescribed system taught by the SMS] are about gaining information that can help in your saddle fit. It will tell you many things that will influence the fitting, so here I have tried to explain what it is that we need to know, and its relevance. First, you need names, addresses and contact details. It is the next section that starts to be of use to your fitting. Is a new or second-hand saddle required, or are you to check their existing saddle? Knowing this, you can have the right saddles, tools or aids with you.
Facilities Make sure that there are suitable facilities available for your fitting. At least somewhere under cover to assess the horse and try saddles (accessible to a motor vehicle - it’s not fun lugging saddles across a muddy field). Also somewhere safe for them to try the saddles, at the minimum a secure field. The days of trotting along the side of the A9 are long gone!
Rider info ‘Rider details’ will enable you to get a picture of the type of fitting that you are going to. Male or female? General age. Height and weight are the next questions, and this isn’t always easy… Most know their approximate height, but whereas slim-ish riders will tell you their weight without any fuss, this is not so common from those outside that category. You might be thinking at this point that they are probably, let’s be polite and say plump, but saying that isn’t going to endear you to your client. I ask if they would describe themselves as slim, medium or cuddly, the latter JUNE 2018 EQUESTRIAN TRADE NEWS
being an inoffensive way of saying fat, but it gives you the general picture.
Use of saddle You need to know what their main use for the saddle will be, and here you have to be clear on what you are asking. ‘Show jumping’ as a reply should be followed by the question ‘at what level?’ You don’t want a top-of-the-range minimalist jumping saddle when their highest ambition is the 90cm unaffiliated open at the riding club. Likewise, dressage. A cuddly lady of a certain age is not likely to benefit from the very straight cut, very deep-seated saddle that their young, athletic and probably male trainer uses. She wouldn’t be able to sit securely or comfortably in it, and would probably be better in something with a little more room in the seat (i.e. not quite so deep) and a slightly less straight flap. Again, ask the level of competition. They don’t need the dearest, most advertised saddle available if they’re doing walk and trot tests locally. The same goes across the board. ‘Endurance’ can mean to some people a 10km ride, which to others is a gentle hack. While a good endurance saddle wouldn’t hurt at all in this circumstance, it really isn’t necessary as a nicely fitted GP will do the job just as well. I believe it’s our job to guide riders as to what is the best, most suitable saddle for both their horse and their aims and ambitions. For the person who does a ‘bit of everything’, find their level, and their favoured pastime. If they do more jumping than flatwork, but want to do dressage as well, consider (taking into account their physique) whether a GPX might be a better option than a standard GP. Moveable knee and thigh blocks are an absolute boon in this situation as you can show your client how to position them for maximum support for each discipline. Likewise, if flatwork is their main pastime, but they wish to be able to jump a small fence now and then, a GPD may be a better option. Make sure you know if they have a preference in the colour of the saddle, and if there are any features that they are looking for, such as type of knee blocks, long or short girth tabs etc.
What budget? Always ask about funds available. Manage expectations, as they may be way off the mark as to the cost of saddles. You really don’t want to be going to this call if they only want to spend £200 on a new saddle. Don’t forget to tell them how much you charge for your services, and your terms of business.
Horse details Next, we have the horse details. Height, type and age. This is where alarm bells can sometimes start to ring. Having ascertained that the rider is of a cuddly build, weight unspecified, the last thing you want to hear is that the horse is a four-year-old, 15hh failed racehorse just out of training. You just www.equestriantradenews.com
Saddles
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CONNECTION YOU CAN FEEL The new Collegiate All Purpose Saddle range offers versatile great value everyday riding, it’s suitable for virtually every discipline. Unparalleled attention to detail with semi deep seat for a secure ride, shaped knee rolls for leg position and a narrow twist for stability. With flocked panels and our quick changeable gullet to custom-fit to your horse – all add up to the perfect riding position. The Collegiate range includes leather and synthetic saddle options. Plus, for peace of mind, the range also comes with a 2-year saddle guarantee and 10-year tree warranty. It’s more than a better ride. It’s a greater bond.
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CPD Feature
38 This is far from the ideal setting for trying saddles! A small, secure field or arena is much safer.
and your client has the passport with them, you can check the microchip number, but the one thing that I wouldn’t rely on is photographs. Colours change throughout the year, and throughout a horse’s life, and photo colours aren’t always totally accurate. They can be useful to have on your files as back-up, but they’re not good enough on their own. Sometimes, the old ways are the best. The history of the horse is vital knowledge. How long have they owned the horse? What has he been doing, and what will he be doing from now on? What level of work is he in? Unfit, but just starting serious work; fit, but will be doing less in the future? All of this will tell you whether the shape he is today is standard for him, or if you might reasonably expect changes, possibly considerable. This will really influence your advice to the client, and the saddle that you fit.
Note injuries
know that’s going to be a challenge… The other description you don’t want to hear is that of an 18hh warmblood dressage horse working at PSG level, and your rider is 5ft, lightweight and not very experienced. That really isn’t an easy one to deal with. Breed type should give you some idea of the shape you expect to fit, if not the actual width. General prompts are helpful, such as Thoroughbred type? Middleweight hunter type? Cob? Native? Don’t take too much notice of the owner’s opinion of shape and fit though, as these can be way off the mark… Like the Arab who’s a “high wither, narrow fit”; unlikely - spindly legs do not equate to a narrow fitting saddle in most cases. At a fitting, I still take a description of the horse using main body colour, markings and whorls. If you have a microchip reader
Injuries to both horse and rider should be noted. Most riders carry old injuries, and this can affect their straightness and balance which will, of course, influence the way the horse goes, and how the saddle sits. The truly sound horse is a rarity and, as we know from the work done by Sue Dyson MA Vet MB PhD DEO FRCVS et al, this can really affect the fit of the saddle. If the horse has had an injury or lameness, then you will be more aware that there could be some slight asymmetry of movement, which could - and probably will affect the way the saddle performs.
Often missed Conformation, back assessment and run-up are three parts of a saddle fit which are often missed, yet these are vital for you to know all that you need before fitting. Checking the conformation will show you if there is anything such as a forward girth groove or asymmetric shoulders - that will affect the way the saddle will perform when ridden in. Pointing out such things prior to fitting means that you don’t look as if you are just trying to find excuses when the saddle
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SMS CPD quiz
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SELECT YOUR ANSWERS AND TICK THE BOXES
shoots up the neck or swings over to one side. Having been forewarned, the customer shouldn’t be surprised to see this happening. They just want to know if you can correct it. Likewise, with the back assessment, you will pick up (and point out) any uneven muscle development, tightness, soreness, swellings, heat or discomfort already present in the saddle or girth area before you put a saddle onto his back. The run-up will show any abnormalities of gait that could affect the way the saddle works in use. Pointing out abnormalities to the client will have them prepared to see movement in the saddle that they might not otherwise have expected.
Building trust This preparation work will help you to build trust between yourself and the client. Then, as you bring saddles out, they will understand as you guide them away from one type and towards another which is more suitable. If you try fewer saddles, it cuts your time taken at the fitting and the wear to your stock while still giving an excellent service.
About the author Kay Hastilow is a Master Saddler and SMS Qualified Saddle Fitter. Kay trained as a saddler in the 1960s at Bliss and Co, London. Initially in business as a bench saddler, she became aware of the effect that saddle fit could make on the performance of a horse, so the 1970s saw her specialise in fitting saddles. Kay’s bench skills meant that not only could she pinpoint a problem, but make necessary alterations too. Using this knowledge, Kay went on to design saddles too. Kay was a lecturer on the first SMS saddle fitting course and assessment in 1995. She has since been senior lecturer for most of the courses run by the society. Now semi-retired, she spends her time lecturing for saddle fitters, vets, trainers and riders around the world. She’s also made a series of films for prospective saddle fitters. Fitting Saddles: The Essential Guide is available through Vimeo.
June 2018 Full name............................................................................ Company name/address ..................................................... .......................................................................................... Email ................................................................................. Telephone number.............................................................. Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW. FIND IT ONLINE: ETN’s SMS CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz online, please do not submit them by filling out the printed form as well – and vice versa.
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1. How far into the SMS 15 points of saddle fitting do you get before you look at a saddle? A One third of the way B Over half way C Near the end 2. Which of the following facilities do you need to be sure are available for a fitting? A Somewhere to put the saddles out to be seen and admired B Decent tea and coffee freely available C S omewhere safe to ride 3. What details do you need to know about the rider? A Height and weight B Which night club they go to C Who is their favourite rider 4. Apart from their main use for the saddle, what else do you need to know about this requirement? A If they want the same make as their favourite rider uses B If it must be in Moroccan tan colour C At what level they will be competing 5. What feature on a saddle can be helpful if the client wants to do several different activities with it? A Long girth tabs B Velcro adjustable knee and thigh blocks C Lots of Ds fitted 6. What might make you anxious as you start to take the details of the horse? A A small horse of an unsuitable breed for a large rider B When the client says that the horse is bright chestnut C When the client has a large whisky before riding 7. What can you use to identify the horse for your records? A A photo that the client gives you taken at the local show, complete with a covering of rosettes. B Their child’s painting of the horse C Description of main colour, markings, whorls, age, height 8. What are some details of the horse that will help you to choose the best saddle for the long term? A His favourite tit-bit B What work he is doing at present C How well he jumps 9. How could injuries to the rider affect the saddle fit? A They might groan a lot and frighten the horse B They might have trouble getting on or off C They might sit unevenly and so unbalance both saddle and horse 10. What differences of conformation might affect the fit of the saddle? A Forward girth groove B Long front legs C Wide hips 11. What might you see from the back assessment that should be noted? A Nice coat condition B How big the horse is C Soreness or swellings 12. How might this gathering of information help with your fitting? A Give you a good laugh when you have finished B Show the client why some saddles won’t be suitable, and others would be better C Save you having to lift too many saddles
EQUESTRIAN TRADE NEWS JUNE 2018
Saddles
40 Current British Dressage National Champion Hayley Watson Greaves is an Ideal & WRS brand ambassador.
GETTING THE IDEAL FIT At Walsall based saddle manufacturer Ideal and WRS, it’s not so much made-to-measure as made-to-fit.
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ore than 5,000 saddles a year roll off the Ideal & WRS production line. Equally impressive figures are the 300 plus variations of saddle tree that form the backbone of a range of 75 different saddle models. And it’s this breadth of bespoke options that’s made this manufacturer many a saddle fitter’s best friend. “Today’s trendy saddle brands produce beautiful looking saddles, there’s no doubt about that,” says James Hitchen, business development manager at Ideal and WRS. “But their focus is primarily on the comfort of the rider and unfortunately horse comfort - and consequently long-term performance - tends to play second fiddle. “Here at Ideal, because we have access to so many shapes and sizes of tree, we can focus first and foremost on making a saddle that fits the horse. Once the heart of the saddle – the tree – is right, we can then move on to building the perfect saddle for the rider, according to their own individual needs and preferences.”
Custom changes Ideal offers thousands of precise custom changes including back and front gussets, gullet widths, sizes of drop panels, linings and point straps. Indeed, production director Shaun Marsland often starts from scratch by creating a set of bespoke patterns to suit a customer’s requirements.
European challenge
Professional consistency Saddle fitting in the UK has got more consistent and reliable, adds James. “Excellent work by the Society of Master Saddlers (SMS) and the courses they run has made the profession far more consistent, so more saddle fitters are on the same page. There’s less disparity of technique in taking templates and evaluating horses, which is a hugely positive thing.” End users’ increased knowledge is keeping fitters on their toes too. “As a fitter, you need to really know what you’re talking about, as the average consumer certainly does,” says James. “The dark shadow is that consumers are becoming increasingly litigious, so fitters really have to be able to back up their decisions and recommendations with sound reasoning and clear processes, or risk being called out. “There’s still work to be done; saddle fitting as a discipline will get even more professional down the line, which can only be good for the industry."
In Ideal & WRS’s Walsall factory are Shaun Marsland, saddler Spencer Gregory, brand ambassador and multi-medalled para-dressage rider Sir Lee Pearson and Rob Lugsdin.
Ideal & WRS has a flourishing export business, mainly to mainland Europe and North America, and reports growing demand from Australia. Back home, things are a little more challenging for this and other British saddle manufacturers, says James. “Unfortunately we find that British consumers tend to hold the European brands in higher esteem. It’s like cars; they perceive the British brands as ‘good but boring’ and think of the European labels as better quality with a higher performance. “European saddles are generally smaller, lighter and possibly prettier, which I suppose allows them to get away with charging much higher prices! “But where British manufacturers can win out is on the expertise and our ability to get the fit for the horse right. We can create a far more bespoke product, which not only benefits the horse and rider but also the saddle fitter, as they are able to use their skills and knowledge to do their job - finding and delivering the perfect saddle for that individual horse and rider.” JUNE 2018 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
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A potted history The original Ideal Saddle Co was started by ex-Jabez Cliff man Stafford Clark in 1964. Following more than two decades of solid business, the company ran into difficulty and in 1986 was bought out by Steve Marks and Roy Hartshorne. Steve remains a director along with Rob Lugsdin and Shaun Marsland. In 2006, the company purchased Walsall Riding (WRS was established in 1946) to create the Ideal & WRS brand. Eight years on and Ideal & WRS purchased Beebee & Beebee, saddle tree makers since 1870 and the home of the SUO2 Universal Military Saddle tree since 1902. When Jabez Cliff & Co, owner of the Barnsby brand, went into administration in 2014, Ideal purchased its patterns including the original seat moulds for the SU02 military saddles. Last April saw the acquisition of Aulton & Butler - saddle tree maker since 1955. Ideal & WRS now claims to have more tree blocks and patterns than any other saddle maker in the world. Today, the company employs 73 people – including three SMS Qualified Saddle Fitters (QSFs) and two Master Saddlers across two manufacturing sites of totalling 11,000 sq ft. Rob Lugsdin (an SMS QFS) has been its managing director since 2001, with Master Saddler Shaun Marsland as production director. Product development is managed by SMS QSF and competitive rider Jim Revilles and another SMS QFS, James Hitchen, is business development manager.
www.equestriantradenews.com
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Down to business Ideal & WRS aims to build long-term relationships that are profitable for both parties. “We like to give all our accounts a sphere of influence and don’t open other accounts close by,” said James. “We have a minimum initial order of six units of saddles and we recommend Great British our most popular and newest craftsmanship from this Walsall factory enjoys a models are within this order. thriving export market. “While this may sound like a lot and requires a not insignificant investment [trade prices range from £500 to £1,300], as a new stockist the fitter must have enough choice to offer the customer and to get them started on the process of finding the perfect saddle for them. “We really focus on selecting the right people to represent the Ideal & WRS brand, rather than just on qualification.”
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Bespoke options are almost endless, making Ideal & WRS a popular choice for saddle fitters.
The Society of Master Saddlers offers courses in: • Saddle Fitting Introductory • Saddle Fitting Qualified • Saddle Flocking • Bridle Fitting • Advanced Craft Skills • CPD Modules
Visit
www.mastersaddlers.co.uk
or for further information Tel: (01449) 711642
Saddles
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WHAT’S HAPPENING IN SADDLERY? Saddle fitters’ CPD explained The Society of Master Saddlers (SMS) has made continuing professional development (CPD) compulsory for its Qualified Saddle Fitters (QSFs) to maintain their status. The move brings saddle fitters’ CPD into line with that required of other professionals. The SMS explains how it works… Standing apart The SMS CPD points system allows its members to be recognised to potential customers and clients as standing apart from others within the industry. Compulsory CPD is being taken up by many professions, particularly those regulated by law such as dentists, doctors and teachers, for whom it is mandatory. Likewise a saddle fitter’s knowledge should be kept up to date and the standards gained on qualifying should at the very least be maintained. With the growing number of organisations now being set up offering saddle fitting training and qualifications, the SMS Executive Committee decided to make the gaining of CPD points compulsory for those on the Society’s Saddle Fitters’ Register. This enables the SMS to show the public that its members are properly qualified professionals working to the highest of standards and that, moreover, they are increasing and updating knowledge on a regular basis. Saddle Fitters actively advancing their expertise will ultimately be better equipped to deal with a more diverse range of problems, and business scenarios, giving them the competitive edge. How the points work SMS Registered Saddle Fitters must gain 15 CPD points, averaged over two years, to remain on the register. Examples of points allocated are five for a refresher course. Successful completion of saddle fitters’ CPD features and quizzes, like those published in ETN, earns one point each. A maximum of four points a year are available for reading articles.
True to type THE saddlery industry is constantly moving forward and evolving in knowledge, technique and skill. To reflect this, many Master Saddlers and Qualified Saddle Fitters have furthered their education to keep up to date with these developments through attending seminars, courses and conferences. This in turn has provided them with the advanced skills to cope with the increasingly high demands of the equestrian sector and maintain the SMS’s aim of equine welfare and rider safety. Now the SMS has developed a CPD points system to help those in the saddlery profession keep on top of the ever evolving and changing industry. CPD is the conscious development of professional competence and knowledge within an individual’s chosen career. It recognises that the individual is continuously seeking to improve and keep their knowledge up to date. Under the SMS system, points are awarded for a number of endeavours to encourage members to participate in a wide range of activities ensuring an individual is well rounded in all aspects of their professional life. Depending on the event or activity, a set number of points are awarded on the successful completion. Examples of such events are SMS saddle fitting seminars/courses including those at BETA International; saddle, bridle and harness making qualifications; attending product knowledge days, outside conferences, clinics, health and safety and first aid courses; reading books and subscribing to periodicals; attending business courses and giving presentations; submitting case studies; spending time with other equestrian professionals. JUNE 2018 EQUESTRIAN TRADE NEWS
THE Jeffries Sport and Jeffries Liberty saddles are available in four model types general purpose, GP/ dressage, jump and dressage. The Jeffries Liberty dressage saddle is pictured. The Liberty tree features flatter rails and an open head making it compatible with warmbloods and heavier horse types. The Sport option is best suited to Thoroughbred/sport horse types. Saddles built on the Sport and Liberty trees feature an open head (more so on the Liberty making it ideal for wider horses), low stitch line, generous gullet for good spine clearance, good panel depth and bearing surface and an English wool flocked panel. Riders benefit from a soft dual density seat, substantial knee/thigh blocks and stitched knee pads - all of which provide a great look, comfort and seat security. www.equestriantradenews.com
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Saddles
Retailers attend masterclass
SOME 150 retailers from the Netherlands, Belgium and the UK attended a masterclass hosted by Italian saddle brand Amerigo at Van Olst Horses in Den Hant, Holland. They enjoyed demonstrations from dressage riders Charlotte Fry and Anne Van Olst, and jumping displays by Nina Fagerstrom, Marcelle de Kam, Renske Kroeze and Ilonka Kluijtmans. Peter Menet, Amerigo saddle designer, talked the audience through horse
biomechanics and the importance of correctly fitting saddles. His emphasis was on ensuring that horse and rider can work in balance and harmony with one another. Peter also showcased Amerigo’s unique selling points – most notably the brand‘s different saddle tree options and panel concepts. Amerigo and Equipe are distributed in the UK by Zebra Products.
Albion gets new look
Uncommonly good for young riders
ALBION Saddlemakers has re-branded to Albion England, adding sporting and lifestyle divisions to its equestrian offering. Speaking at the Badminton launch of the 33 year old company’s new look, head of commercial Annie Belton-Green said: “Adding a complementing range of lifestyle and sporting lines is the natural way forward for us. “We hope the country lifestyle community will embrace our ever-evolving collections, just as they have so warmly with Albion Equestrian.” With founders Paul and Sherry Belton still at the helm, Albion England employs more than 75 craftsmen in its Walsall factory producing over 100 saddles a week. Top riders to choose Albion saddles include Laura Tomlinson, William Fox Pitt and Emile Faurie. Albion England’s sporting and lifestyle collections include gun slips and cartridge bags, luxury candles, bags, silk scarves and umbrellas.
Jump to it! THE Harry Dabbs Pro Jump saddle is a great choice for show jumping customers. A flat seat and forward cut flaps give the rider room for movement, while the soft seat and air cushioned knee pads provide comfort and support. The saddle features Dabbs’ wool flocked performance panel which curves away sooner than conventional panels, reducing pressure beyond the last rib. It’s designed to free up the powerful hind quarters. The head design gives freedom for the trapezius muscle to work, promoting increased movement of the scapular (shoulder). Covered in fine Paris leather, the Harry Dabbs Pro Jump features a traditional English spring tree and can be made with a choice of girthing options and flap lengths. www.equestriantradenews.com
THE new Rarity saddle from Equipe caters for younger riders. Based on the brand’s best-selling Expression, the Rarity offers the same attributes but with smaller seat sizes and trendy colour options for the stirrup leather keepers and cantle. The Rarity has a synthetic tree making it light in weight, a deep seat and close contact feel.
Get colourful Equipe is offering more bespoke colour edging options across its range. These can be added to the front flap, the bead between the seat and the panel and the stirrup keepers. Black patent, gold patent, brown patent, silver patent, yellow, red, orange, green, dark blue, baby blue, pink and purple are all available. Edging options can be added to all Equipe saddles except the Emporio and Expression models. EQUESTRIAN TRADE NEWS JUNE 2018
ETN Reporting
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TURNING BACK THE PAGES… Equest Trade Nerian ws
For almost four decades, ETN has reported on the equestrian trade. So let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.
The V oice of th e Equ e
Europea
…Five years ago…
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In June 2013, ETN reported: • Countrywide acquired Chilterns based Gommes, bringing the rural retail chain’s number of stores to 50. Mike Gommes, the third generation to run the Gommes family business, went to work at Countrywide’s Thame store – which had been acquired from H&C Pearce and Sons in 2012. • Ireland was to get its own shopping and demonstrations consumer show. Equus Live 2013, scheduled to run on 2/3 November at the Event Centre at Punchestown Racecourse, was announced by Amjo Consultancy with Amber Byrne and Joanne Quirk as directors. • Hilton Herbs, Verm-X and Griffin NuuMed were among the companies to join the South West Animal Cluster. The group secured £3,000 of export funding through UKTI with Eastern Europe as its target market. • A new rule made it compulsory for TREC competitors to wear BETA Level 3 body protectors. The sport had up to 1,500 regular participants.
2014
ETN is mediathe official BETA Intpartner of ernati onal
June 20 13
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16-18 February NEC, Birmingh 2014 am, UK
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From fe ed to fash s ion
The V oice of th e Equ e
…Ten years ago…
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In June 2008, ETN reported: • The Society of Master Saddlers (SMS) hit back at claims that its tests on treeless saddles using the Pliance pressure measuring system were flawed. “You cannot make Pliance lie,” said SMS qualified saddle fitter Mark Fisher who led the trials. “You can only represent the pressure that was found under the saddle. • I’Anson Brothers, manufacturers of British Horse Feeds, was celebrating its 2008 Queen’s Award for Enterprise in the innovation category. • In a round-up of the equestrian media, ETN profiled 47 national, regional and membership print magazines aimed at consumers. • Marcus Yeomans was appointed to the new role of business development manager at Westgate EFI. He had previously worked for Charles Owen and Vale Bros.
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…20 years ago…
In June 1998, ETN reported: • Retailers’ grievances about some suppliers dealing directly with livery yards and riding schools were making headlines. “We never open an account over the telephone,” commented Finest Brands International’s managing director Roy Aspinall, “but always insist a member of our sales force visits a retailer’s premises check they are bona fide.” • Wholesaler Battle, Hayward & Bower began building work at its Lincoln headquarters to increase its manufacturing and warehousing capacity. “We are also redeveloping the way in which we store and handle our raw materials in advance of requirements over environmental issues and legislation,” said managing director Rob Welch. • Westgate had recently moved from Canterbury to new, purpose-built premises on Romney Marsh. As well as doubling the distributor’s warehousing, the new site had a trade only showroom. The expansion coincided with Westgate’s 40th birthday – and ETN interviewed managing director Michael Vant and marketing manager Elaine Welsford. • Dodson & Horrell was backing the first nationally recognised vocational training in the retailing of horse and dog feed. “The equine industry is becoming more sophisticated – and with that comes a new breed of educated horse owners,” said the feed company’s marketing manager Teresa Holland at the launch of the BTEC programme. • As World Cup fever gripped the nation, it emerged that Bob Baxter - head of the cutting department at rug manufacturer FAL Equestrian’s Northumberland factory - was an international football referee. When ETN spoke to Bob, he’d been officiating over the likes of Paul Gascoigne at Old Trafford, no less.
…30 years ago…
In June 1988, ETN reported: • Spillers was contracted to co-ordinate supplies of feed to the 300 horses of all nations due to compete in the Seoul Olympic Games later in the year. Spillers Special Event Cubes were to carry a banner on each sack reading ‘Olympic Formula’. • A pig-skin saddle made in Walsall by saddler Frank Baines was presented to The Princess Royal for use by the Riding for the Disabled (RDA). It had been commissioned by leather curriers Wilson & Tilt. • The BETA office got a fax machine. • New monthly magazine Horse & Tack Mart had a cover price of 95p. The publishers promised “equipment reviews and thousands of bargains.” JUNE 2018 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
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EXCLUS IVE 24/7 online ordering
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JUNE 2018
Equestrian Media
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DIY VERSUS PROFESSIONAL HELP
Should you invest your time or your money in your business’s social media, asks Sara Walker.
F
rom Facebook to Twitter, Instagram to YouTube – no business can afford to ignore the potential of social media. But do you need to invest in expert help? Or can you get by doing it yourself?
Going it alone A positive about running your own show is that no-one knows your brand like you do. You know where each product has come from and why you’ve chosen it to add to your range, you know exactly who your target audience is and you know the story behind the company. Running your own social media means you can engage directly with customers, creating a close bond. Questions about products or any complaints can be answered immediately and definitively, helping to create an atmosphere of great customer service and strengthening customer loyalty. Social media can be very time consuming, however, and a distraction when you’re trying to concentrate on other aspects of the business. Many people make a strong start before finding it all a bit much, and letting their social media slide. This can be worse than not having a social media presence at all. If you look at a business’s Facebook page to find the last post was over 18 months ago, it doesn’t give the impression of an efficient, modern business.
Potential pitfalls
Getting expert help An advantage of enlisting professional support is that your expert will know how to set up and use all the main social media platforms, and be able to advise on what works best for your business. They’ll have plenty of tips for building an audience, and knowledge of analytical tools to measure which content is working best and the best time of day to post it. An expert will ensure there’s regular activity on your pages, and that content is targeted and designed to maintain or enhance your reputation. Choose your professional well, and you can concentrate on running your business, safe in the knowledge that your social media is always appropriate and up-to-date. The main disadvantage of using a professional is the cost, although this may not be as high as you think. Also, a third party will have to refer any unusual queries raised by customers back to you, so there may be a loss of spontaneity. As employed outsiders tend to be very careful about what they post, there’s a danger that your page posts will look a little bland too.
A tactless reply to a difficult customer can be all over the internet before you can say ‘oops’.
A problem with social media is that it’s all too easy to hit that ‘post’ button. It takes less than a second to press ‘share’ or ‘retweet’ on an item you like so that it appears on your business page. Remember, though, this isn’t your own personal page. Your business social media channels are your shop window, and it’s very easy to inadvertently post or share something that will create a bad impression and harm your brand. If you thoughtlessly post a less-than-tactful reply to a difficult customer, it could be all over the internet before you can say ‘oops’. The golden rule is: If you wouldn’t say it to an acquaintance in a public place, don’t say it online.
Copyright warning Copyright on the internet is a minefield, particularly if you’ve had no training in media law. It’s best to assume that everything is someone else’s property… Sharing a link to someone else’s blog post on your Facebook page is fine, particularly if you add comments about why you like the post and what you think is particularly relevant about it. Cutting and pasting or scanning someone’s text or photos into your own blog or onto your Facebook page is theft. To be safe, create your own original content; it’s also the best JUNE 2018 EQUESTRIAN TRADE NEWS
idea from an audience point of view. If you need images, then either take your own, or sign up and pay to use a stock photo library such as Shutterstock, Big Stock or Getty Images. There are also fee-and-copyright-free image repositories available such as MorgueFile and Wikimedia Commons (although the latter usually requires you to credit the image author).
Combined approach The middle ground is to combine both approaches. You could ask a professional to set up your social media channels, and to post on a regular basis – whether that’s daily or weekly – to ensure regular activity. Then you can add content and answer any messages or comments. While this approach can work well, and relieves you from the burden of having to update pages constantly, it does require communication between the two parties! However you achieve it, having a current, interesting social media presence is such a strong marketing tool that no business can afford to neglect it. Whether you choose to invest your time, your money or both, it’s an area where investment really pays off. • About the author: Sara Walker is a freelance journalist and copywriter and former editor of Horse & Countryside magazine. www.equestriantradenews.com
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Media Feature - advertisement feature
Your PR & media guide Who to contact when you need help promoting your products and services
ANDREA SEXTON PR
HOLDSWORTH PR BRIEF PROFILE: A proactive and
innovative agency that will get your message seen and heard in the equestrian and rural market sectors. Holdsworth PR offers a wealth of experience across all media and communication channels, getting results and helping companies and organisations in the equestrian and rural sectors to achieve their goals. KEY PEOPLE: Rachael Holdsworth, MCIPR, Senior Consultant; Georgie Garrod, PR Account Manager BRIEF PROFILE:
Specialising in promotion of sports, tech, charities and events in the media. We help business build and maintain a great reputation through press coverage, award entries, and helping them attend the right functions. KEY PEOPLE:
Andrea Sexton - Director Electra Savvidou - PA and Account Manager May Atkinson and Sarah Mehrali PR specialists and Copywriters CURRENT CLIENTS:
Include equestrian athletes and brands, cycling brands, nutrition,
tech, IT and charities. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED?
We have a wealth of knowledge of equestrian having worked the industry for 24 years. We combine this experience with unique expertise from other sports and business sectors to ensure we put your people, products and brands in front of the right audience. CONTACT TEL NO:
+44 (0) 7887 997922 WEBSITE: www.andrea-sexton.com TWITTER: @ASextonPR INSTAGRAM: asextonpr
EQUESTRIAN CREATIVE NETWORK
HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Finding
the time to focus on marketing communications is hard when you are running a business, and yet a well-planned, integrated campaign can make a successful business. We will turn your marketing ideas into reality, delivering your message and making sure you are seen and heard throughout the equestrian world. Our knowledge and experience as well as an extensive network of media contacts enable this agency to create an effective marketing mix that will see you
in print, broadcast, digital and social media. We can manage your advertising schedule, create artwork, run product launches and promotional campaigns, design and write newsletters, digital campaigns and customer incentives and manage sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that reach your target audience, increasing awareness, raising your profile and supporting sales growth. CONTACT TEL NO:
T: 01903 892060 W: www.holdsworthpr.co.uk
FORGE PR & MARKETING BRIEF PROFILE:
Forge PR & Marketing offers a freelance integrated public relations and marketing service, utilising both traditional and digital resources to enhance and develop your reputation and brand. BRIEF PROFILE:
The global showcase of marketers, writers, film makers, designers, photographers, artists and software developers with an equestrian flair. KEY PEOPLE: Founder, Liam Charlton-Killen
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HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED?
Members of the Equestrian Creative Network (ECN) can help you to stand out from the crowd with new thinking for your PR, photography, graphic design and digital marketing. Search the ECN and browse portfolios of members’ work, find out what other clients have said about them, and be inspired by the very best outside-ofthe-box thinking. ECN members give you a feel for www.equestriantradenews.com
their work by creating content rich portfolios and adding regular updates and articles - allowing you to see what makes them tick. Join nearly 4,000 subscribers to the ECN newsletter and receive regular creative news, views and inspiration from ECN members, straight to your inbox. You can gain extra coverage for your press releases by joining the ECN Newswire. This feature is available for in-house press teams as well as PR agencies. Get 50% off full ECN and ECN Newswire membership by using ‘ECN-ETN17’ when signing up. WEB ADDRESS:
equestriancreativenetwork.com Find us on Twitter and Facebook.
KEY PEOPLE:
Claire Brown BA (Hons) Equine Science, MCIPR. Forge PR & Marketing works with an extended team, as required, which includes graphic design, website hosting and photography. CURRENT CLIENTS:
Farriery, equestrian and countryside brands including, but not limited to – Forge & Farrier N R Brown Farriers Ltd Stromsholm Ltd Derek Gardner Farrier Products Cumbria Sporting Gun Stafford Website Company HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED?
Forge PR & Marketing offers a flexible service which can evolve as
your business progresses. An equine degree combined with 30 years equine experience provides a wealth of knowledge and industry understanding whilst my commitment to lifelong learning in the fields of both public relations and marketing ensures I can offer a competitive service utilising both traditional and digital communication channels to build brand awareness, sales and advocacy. CONTACT TEL NO:
+ 44 (0) 7747 602978 E: claire@forgepr.co.uk W:www.forgepr.co.uk SOCIAL MEDIA:
Facebook @forgepr Twitter @forgepr LinkedIn Claire Brown
EQUESTRIAN TRADE NEWS JUNE 2018
Media - advertisement feature
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EMC PR
BRIEF PROFILE:
PRE SS COVE RAGE E VE N TS PH OTO SHO OT STY LI N G SPO N SO RSHI P S BLO GGI N G SO CI A L ME DI A ME DI A BUY I N G
w w w. A N D R E A - S E X T O N . c o m
KEY PEOPLE
Sales manager James Palmer oversees marketing, business development and client liaison. James works alongside press officer and journalist Deborah Hayward who is responsible for PR strategy and copywriting.
· Complete Social Media Management · Campaign & Content Creation · Targeted & Re-targeted Advertising · Influencer Marketing · E-Newsletters & Database Strategy · Digital PR · Online Data Analysis · Blogging, Vlogging & so much more…
E: claire@creativeequine.co.uk
www.creativeequinemarketing.co.uk
EMC PR has represented an exciting range of companies including Neue Schule, Jenkinsons Equestrian, Annabel Brocks, Horse First and EQUIGLOW. HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED?
Our vast experience of the equestrian industry, combined with a deep understanding of the media, allows us to create compelling PR material and strategies that work. As a former editor of equestrian trade and consumer magazines, Deborah Hayward knows exactly what’s needed to promote your company, its products and services. CONTACT TEL NO:
T: +44 (0)1937 582111
FOX RED MEDIA
KEY PEOPLE:
RESULTS DRIVEN DIGITAL AGENCY
CURRENT CLIENTS
Jo Warrilow – Business Director Helen Stock – Operations Director Emily Plummer – PR & Account Manager Summer Newby – PR & Social Media Assistant CURRENT CLIENTS:
• Baleno (Sioen UK) • Collective Equestrian • Cyclossage Equine • ECH Therapies • Emile Faurie • Essex Animal Feeds (EAF, BedSoft, HaySoft and the Animall stores) • Equipoise • Pearl of Peace • Pure Feed Company • Renapur – inc RenaSan • Science Supplements • Trew Eventing • Tylers Embroiderers • Wonderland Eventing HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED?
At Fox Red Media we know that marketing is an extremely powerful sales tool and when used with precision and imagination it can deliver a hugely beneficial impact. We know this because we use it this way, and watch as our clients reap the rewards. Fox Red Media apply more than
just a press release to campaigns and being the enthusiastic friendly bunch we are, we like to get to know your marketplace and your audience, this allows us to effectively target the right people at the right time and through the right mediums. Being noticed is only worthwhile if you're being noticed by the right people and for the right reasons! We believe that good marketing, be it video production, media buying, brand ambassadors or Social media is about developing positive reputations, maintaining goodwill and creating awareness through all and any media. Whether generating editorial coverage, web and social video content or organising the event of the year, we employ an effective marketing strategy to influence opinion and behaviour for the better. CONTACT TEL NO: +44 (0) 208 508 7870 or +44 (0) 7879 448501 EMAIL: info@foxredmedia.co.uk WEBSITE: www.foxredmedia.co.uk SOCIAL MEDIA:
FACEBOOK - https://www. facebook.com/FoxRedMedia/ TWITTER - @FoxRedMedia INSTAGRAM - @FoxRedMedia LINKEDIN - https://www.linkedin. com/company-beta/11130271 www.equestriantradenews.com
Advertisement feature
WO R K I N G W I TH B R A N D S & ATH L E TE S ACRO SS T HE OU TD OOR SPORTS SE C TOR
A professional PR and marketing service from the organiser of BETA International. It provides PR as and when you need it, with no binding contracts and costly monthly retainers. Harnessing a wealth of industry knowledge, extensive press contacts and brilliant communication skills, EMC PR delivers accurate and engaging copy for print and digital media.
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Your Voice in the Media Your Partner in Promotion
TSM
We care about your brand and getting your message heard in the equestrian world and beyond. Put your reputation in safe hands.
A wide variety of pet and equestrian clients, covering everything from veterinary supplies to fashion accessories. HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED? TSM is well-known for developing successful PR & marketing strategies to help businesses grow. We offer an excellent bespoke service for all our clients and provide a dynamic and inspirational approach to all aspects of public relations, marketing, print and design work. CONTACT TEL NO: T: +44 (0) 1724 784600 W: www.timsmithmarketing.co.uk
BRIEF PROFILE: Tim Smith Marketing Ltd (TSM) is a full service PR and marketing agency, founded in 2002 and headed by MD, Tim Smith. We combine journalism, marketing and media expertise with a love for all things pet and equestrian related, along with a passion for country sports, luxury goods and fine dining. KEY PEOPLE: Tim Smith (MD), Becky Taylor, Joanna Coulthurst, Sarah Mason, Jacqueline Spouge, Isobel Cooke (Account Managers). CURRENT CLIENTS:
Our practical knowledge of the horse world, combined with experience across all media platforms, enables us to create innovative and effective marketing campaigns. · · · · · ·
Public and Media Relations Social Media Marketing Digital and Print Advertising Product Launches and Promotions Email and Direct Marketing Sponsorship Management
Visit our website for more information or call us today to discuss your marketing needs in confidence and with no obligation.
www.holdsworthpr.co.uk
CREATIVE EQUINE
Tel: 01903 892060 Email: rachael@holdsworthpr.co.uk
HoldsworthPR_ETNJun18 02 May 2018 18:52:56
BRIEF PROFILE:
Creative Equine is an award winning, digital marketing agency offering the very best from creative design, engaging social media and influential digital PR and marketing. The team has a vast experience working within the equine industry, and thrives on creating intelligent, integrated, creative campaigns for both growing start-ups and longestablished brands.
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KEY PEOPLE:
Claire Allmett, Managing Director. Claire has over 20 years of experience, initially working within the fashion house Karen Millen Ltd before combining her experience with her passion and moving into equestrian PR and marketing. Following the move Claire has had the pleasure of building Creative Equine into a multi-media agency working on behalf on many equestrian industry leading brands including Saracen Horse Feeds, Toggi Clothing, Champion and Sophie Wells MBE to name just a few. CURRENT CLIENTS:
We are proud to be working with a vast array of the equestrian industry’s finest brands, providing structured marketing campaigns, design work, and complete social media management. We aim to
HOLDSWORTHPR
support the development of our client’s brands online with an unrivalled approach to all things digital. From content creation, targeted and retargeted social media advertising, influencer marketing to full service online brand management. Creative Equine are a forward thinking, results driven agency who are committed to ensuring we realise potential and create a difference for our clients. HOW CAN YOU HELP EQUESTRIAN COMPANIES SUCCEED?
Passionate, creative and slightly obsessed with social media. Creative Equine combine a deep understanding of the equestrian industry whilst catching the curve on social media trends, updates and influences. This ensures our client’s online presence cuts through the noise and engages with the right audience, at the right time with the right messages. CONTACT DETAILS:
Claire Allmett T: +44 (0) 7803 728646 E: Claire@creativeequine.co.uk W: www.creativeequinemarketing.co.uk SOCIAL MEDIA:
Creative Equine can be found on all major social media channels including Facebook, Instagram, Twitter and LinkedIn.
www.equestriantradenews.com
LET’S CUT TO THE CHASE…
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Equestrian Trade News
Media Feature
• Sometimes ETN sends out questions for PR companies to answer on behalf of their clients. One helpfully added a greengrocer’s [unnecessary] apostrophe… and, just in case we missed it, marked it in red… • You’d have thought a PR looking after a major clothing label could spell water repellent – otherwise it’s a bit of a damp squib. • And someone who should definitely know better – a university college describing its new menage (household) when they mean manège (riding arena).
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
Coming soon in ETN. . . Equestrian Trade News
• A company told us in their press release that they attended BETA International “to waive the flag”. We hope they didn’t missed out on too much publicity.
Industry
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 ETN editor Liz Benwell shares some PR faux pas and other pointers.
AUGUST ISSUE 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
• Right on deadline, ETN received a press release about an award presentation. Great, we’ve got space… If only it had included the recipient’s name. Congratulations to ‘my Dad’ but the rest of us can’t call him that. We need to know who, what, where, when…
• Celebrating British companies – 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
• When asked “would you be interested in including so-and-so in ETN?” I want to say: “Well, go on, make me interested…”
• Below the belt – jodhpurs,
• Digital space is infinite and (overheads apart) free. Print space is finite and costs the publisher money for printing and paper. • Has digital caused a dismal decline in writing discipline? With endless space, no longer do PRs feel the need to get to the point in the first paragraph, or the fourth… • So are more words more effective? Not if you bore the readers into giving up… Something is only worth writing if someone will read it. And it’s only worth placing an advert when someone will see it because they’re reading around it. • Thank you to those PRs and marketing people who can spot a story, share their good ideas and supply clear, fact-filled information on time. It’s a pleasure to work with you. • ETN has produced a crib sheet for anyone needing help with submitting editorial. Email editor@equestriantradenews.com for a copy.
JUNE 2018 EQUESTRIAN TRADE NEWS
and UK manufacturing 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
breeches, boots and chaps • Bits and bridles - plus training gadgets • Stay safe – riding hats, body protectors, high visibility and protective footwear Editorial for consideration should be received by 2nd July 2018.
Telephone: 01937 582111 Email: editor@equestriantradenews.com www.equestriantradenews.com
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Media Feature
MAKING SENSE OF MEDIA BUYING New opportunities continue to emerge across our industry’s media. So how best to buy print and digital consumer advertising, asks Tim Smith.
O
ur ever changing media landscape poses questions, questions, questions. Should we advertise in magazines, should all our spend go on digital, what’s best, what gets the most ROI (Return on Investment)? Another question I’m asked all the time - is there a scientific approach, a calculation by numbers we can refer to? No, not really, it comes down to the following: • Are the business, brand, product range and sales in general growing? • Have you thought about whether a campaign worked, and if so did some aspects work better than others? • Did I get a good or any ROI? • Is my general view positive, did it work, yes I would do it again? At least by considering the above you may be doing more than most!
Media buying: top 10 tips 1. Make sure you’re advertising to your target audiences – no point advertising chocolate in a slimming magazine. 2. Look at magazine circulations and reach. Does your spend add up when it comes to how many people will see your advert? 3. Tie in your advertising with relevant editorial features throughout the year. 4. Ask for editorial support when appropriate. Advertising backed up by a inclusion in a feature or news story works great – but you may not get it every time! 5. This is 2018, so consider on page magazine advertising and all digital platforms. There are now so many different ways to reach your target audience – and it’s certainly made my job more time consuming yet equally interesting and thought-provoking. 6. Just because you’ve booked your media campaigns the same way for the last ten years doesn’t mean you shouldn’t consider new avenues and ideas. We’re always looking at how we can get the most from our clients’ spend. 7. Consumers need to see your brand and products repeatedly before they buy, so don’t spread your spend too thinly. 8. If your product, service or event is regionally focused, spend in those areas rather than nationally. 9. Push publishers with on page and digital avenues for a deal - a campaign across all platforms to make the most of your spend. It reinforces your message and makes good business sense. 10. Build relationships with your account handler (advertising sales person) and work with them – not against them. It’s worth it in the long term and goes a long way to getting good, positive results that benefit everyone. www.equestriantradenews.com
Media update We all have our favourites, those who work well with us, those who phone us endlessly and those who we’d go for a drink with. But whatever our thoughts on editors and sales teams, here’s what’s been happening in equestrian media. Horse&Hound – continues to hold its own as the industry bible and offers a great digital package. Horse&Rider – in-depth features on lifestyle, veterinary, training and the latest products. A developing digital offering. Your Horse – no doubt we’ll see a few tweaks from new editor Aimi Clark; a title supported by one of the best events of the year, Your Horse Live. Your Horse & Country – always a bumper issue, four times a year. PONY – fun, educational and exactly what pony mad kids should be reading. Equi-Ads – a great read every month, full of interesting features, the latest products and news. GB Rider – the former Chiltern & Thames Rider has had a facelift with early issues looking promising. Redpin – from seven regional titles to Showing World, Native Pony and In Harness, this publisher remains a major player. Regionals – with most UK regions and counties having an equestrian magazine, we’re spoilt for choice. From Pegasus to Central Horse News, Equitrader, Equestrian Life, Absolute Horse, Local Rider, Equine, Northern Horse, Southern Horse, Midland Horse, Eastern Horse all have their place with some providing online activity too. Discipline led – if you’re into plaits and sparkle Showing Journal is a must, for dancing horses try British Dressage, for all the latest horse trials news it has to be British Eventing. British Showjumping’s title is now known as In The Saddle. If it’s racing you’re into, try Owner and Trainer. For British Riding Club members we have RIDER and for BHS fans there’s British Horse. At least with membership titles we know their circulations! Online – Everything Horse, The BIT UK, Horseytalk, Equestrian Index, The Gaitpost, Horse Hour, TeenEquine and Equine Hour are all riding the roller-coaster and appear to be faring well. TV – With a great online following and working hard to keep programmes varied and up-to-date, Horse&Country TV continues to be our industry’s go to TV channel. Losers – in a tough last 12 months Horse&Countryside has fallen by the wayside; as has a former favourite of mine HORSE magazine. It just goes to show – no readers, no About the author: revenue, Tim Smith is from leading no good. equestrian PR and marketing agency TSM. EQUESTRIAN TRADE NEWS JUNE 2018
Legal Digest
When sponsorship goes wrong…
52
Recent scandals in cricket have shown just how quickly sports sponsorship can go wrong. (Library picture)
When Badminton competitor Oliver Townend was reprimanded for over-use of the whip on his horses, some of his sponsors told the media they were thinking of pulling out. Sponsorship can be a great way to promote your business - but the devil’s in the detail of the contract, says Kim Klahn.
S
ponsorship is usually a contribution of cash or product in return for aligning a businesses’ name and brand with an event or individual. It’s a good use of your marketing budget. Positive spin-offs include heightening brand awareness, visibility and even credibility. There’s also the opportunity for offer hospitality to foster good relationships with clients. When things are going well, sponsorship delivers a host of benefits; wide audience reach and demographic plus a feel-good factor for customers who are happy to be associated with a business that’s supporting a successful event or individual. But sponsorship does carry risk. Since your reputation is on the line, it must be protected and managed from the outset, just in case things take an unexpected turn.
Due diligence Whatever the type, level or value of sponsorship, it must be approached with the same attention to detail and due diligence as any other business contract prior to entering into the sponsorship arrangement itself. As well as including fundamental information such as the sponsorship fee, the duration of the arrangement, and how and where your company’s name and brand will be reproduced, the contract should legislate for all possible negatives and tackle them by including a ‘morals clause’ and detailed ‘termination rights’. Unfortunately, there are plenty of examples of when sponsorship goes wrong. Earlier this year, Cricket Australia lost one of its biggest sponsors in the wake of the ball tampering case, with Magellan Financial Group cancelling its naming rights sponsorship deal. Closer to home, English cricketer Ben Stokes was arrested after being involved in a brawl outside a Bristol nightclub and shortly after, his £200,000-a-year kit supply deal with New Balance was terminated. In these instances, the almost immediate termination of the sponsorship arrangement would have been down to a robust contract and the inclusion of important clauses.
Obligations, termination rights and Morals clause Including specific clauses in a corporate sponsorship contract ensures you have a get-out if something should go wrong. Obligations – this clause can spell-out what you as a sponsor expect from the individual or organisation/event you are supporting. For an event, this can extend to specifying its expected quality, and proof and assurance of legal compliance with, say, Health & Safety legislation. For an individual it could mean a minimum number of appearances at events and ‘acceptable’ behaviour on and off the competition arena. Inserting a Morals Clause reinforces this obligations clause. It should include the duration of the sponsorship, but critically also your termination rights that will enable you to end the sponsorship with immediate effect in the event of a breach – say as a consequence of the event /individual not meeting their obligations or acting in an unsuitable, improper way. It can also specify all/any potential breaches, including if an event is cancelled due to bad weather. JUNE 2018 EQUESTRIAN TRADE NEWS
Sponsorship contract checklist Further suggestions of what a sponsorship contract should include are: • Detailed sponsorship rights – such as exclusivity (so one of your competitors is unable to sponsor), advertising rights, if/how you can use the sponsorship arrangement in your own marketing, use of logos and/or names and details. • Marketing – specific detail on the use and publication of images from event/s or of the individual; access to and use of the associated database (see Legal Digest ETN February on GDPR); presentation rights, filming and terms of access; how and where the business’ name is used. • Organisational management – used to specify the right of approval of all key related matters such as competitors, and appointment of your own representative to an event organising team. • Sponsor’s rights – enable you to check, clarify and state if you are sole, primary, secondary, headline or official sponsor of a specific event for example; this also covers the sponsor’s title, renewal rights, who covers the cost of designing and producing branded material, and logo protection, procedures for approvals of all material, scheduling, signage and so on. • Co-operation – of both you, the sponsor, and the sponsored party to co-operate, liaise, consult and meet with each other on a regular basis. • Belt and braces – the sponsorship fee itself; if it is fixed, when it is to be invoiced/settled, and clarification of any additional costs such as bonuses, payments or financial penalties if the event or individual don’t meet the ‘obligations clause’. The contract should also request/insist on compliance with all relevant laws and regulations (including anti-bribery), trade mark and intellectual property registration and matters. • AOB – seek advice on any tax considerations of the sponsorship; ensure the event organiser/individual has all the necessary insurance liability protection; include an arbitration clause to protect the brand image in the event of a legal dispute.
About the author Kim Klahn is a corporate and commercial law specialist and a Partner in the Business Group team at Lodders. She advises on a range of company and commercial matters and is a specialist in noncontentious employment law. Contact Kim on tel 01789 206154, email kim.klahn@lodders.co.uk or visit www.lodders.co.uk Note: The opinions and views in this article are for information only and do not constitute legal advice. www.equestriantradenews.com
BETA Members' Page 53
SNAP HAPPY! THIS month sees the first in our series of member photographs submitted on a given theme. The winner bags him or herself a bottle of bubbly. The prize for our first challenge to send in photos of yesteryear goes to Joanne Lightelm, of Leonard Coombe Master Saddlers, who found this fabulous old photograph of Leonard Coombe standing at the front of his saddlery shop. The picture is believed to date back to about 1910. Congratulations, Joanne, your champagne is on its way! For next month, we are looking for images related to any BETA Safety Week activity. If you have something suitable, please email it to tinah@beta-int.com. Good luck!
Book your place at the BETA Feed Conference THIS year's BETA Feed Conference, supported by Premier Nutrition, will take place at St Johns Hotel, Solihull, on Wednesday 27 June. It features a fantastic line-up of expert speakers to keep us abreast of all the latest news and developments in this rapidly changing sector. Contact the BETA office to book your place, which costs just £95 for members, £140 for non-members and £115 for SMS members – all plus VAT.
Welcome to our new BETA members
Gammack's Saddlery, Craigellachie, Aberdeenshire – Retailer. SDL Solutions, Chipping Campden, Gloucestershire – Trade. Thinford Saddlery, Durham – Retail. Dressage by Design, Wicklow, Ireland – Overseas Retail. Aigle International UK, Charlbury, Oxfordshire – Trade. HA Cooke & Son, Supreme Rug Wash, Barnsley – Retail. Agma – Haltwhistle, Northumberland – Trade. Cheshire Saddler, Macclesfield, Cheshire – Retail. Gablestock, Newark, Nottinghamshire – Trade. A2B Equestrian, Doune, Stirlingshire – Retail. SP Woolhouse & Sons, Rotherham, South Yorkshire – Trade. Peter Stunt, Bristol - Retail
Five Minutes with. . . Peter Phillips THIS feature provides the ideal opportunity to put faces to names and find out a little more about the people who are BETA members – including those with a place on the BETA Council. PETER PHILLIPS, the trade association's treasurer and IT director of Abbey England, takes the hot seat this month. Q: WHY DID YOU DECIDE TO BECOME A BETA COUNCIL MEMBER? Abbey is proud to have been a member of BETA since the company was formed in 1982. I felt it was time that I should give something back to the trade. On the whole, it has been a pleasant task and I have been rewarded by seeing many improvements in the trade over the years. Q: WHAT DO YOU THINK BETA OFFERS THE INDUSTRY? BETA offers so much these days and, with such a small number of staff, I do think they must have a time machine to fit in the extra hours needed to do the work. From my trade supplier standpoint, the highlight is BETA International, but there is also assistance available in organising visits to other overseas trade fairs. Being a member of a respected trade body gives businesses a solidarity and a voice in the industry. BETA offers a wideranging package of discounts for businesses, runs courses and lobbies government and other bodies on our behalf. That’s pretty good value for money. Q: HOW LONG HAVE YOU BEEN TREASURER AND WHAT DOES THIS ROLE ENTAIL? I'm in my sixth year now and, although there is a certain amount of responsibility, I don’t actually
have to do any accounting work, as this is done by a professional team. The treasurer's role is mainly an honorary one, which I have really enjoyed. I act as a sounding board for Claire Williams and members of the council, and also prepare a brief financial report for council meetings based on the figures supplied by the accounting team. Q: WHAT IS YOUR REGULAR JOB? My main role at Abbey England is looking after the IT and communications systems and website, but I also answer the phone and take orders, look after some product groups, and I’m company photographer, so my days are always varied. Q: HAVE YOU ALWAYS WORKED IN THE EQUESTRIAN INDUSTRY? No, I kind of married into Abbey, as it was started by my wife’s parents, Gerald and Yvonne Brown, and the best way to see her was to help out. I was a biochemist working in industry before Abbey, but I had an interest in computing, which drew me into this business. Q: WHAT HOBBIES AND INTERESTS DO YOU HAVE? When you work in a family business, there is not a lot of time for hobbies. I have been lucky in that I can combine my hobby, photography, with work. I am a qualified glider pilot and have hopes of taking it up again at some point.
For further information
CONTACT TINA HUSTLER AT BETA Tel: 01937 587062
Website: www.beta-uk.org Email: tinah@beta-int.com East Wing, Stockeld Park, Wetherby, West Yorkshire LS22 4AW
Claire Williams, Executive Director , claire@beta-uk.org, Philippa Macintosh, Assistant to Claire Williams, philippam@beta-int.com, Tricia Nassau-Williams, Field Officer, tricia@beta-uk.org, Ann FitzGerald, Secretary, annf@beta-int.com, Deborah Hayward, Press Officer, deborahh@beta-int.com www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JUNE 2018
Classified
CCJs
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County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.
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BE NICE HALTER SERIES II (UK) (By kind permission of the late Be Nice Halter Company - USA)
ANNA MOODY T/AS SHEEPHAM SADDLES, LITTLE SHEEPHAM, MODBURY, IVYBRIDGE, PL21 0TS, £746
The most effective halter you will ever use now crafted with care in the UK “beware of imitations” Tel: 07767 687983 Email: janet@thewesterndepartment.com Web: www.thewesterndepartment.com
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The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.
BROCKINGBURY STUD LIMITED, BROCKINGBURY STUD, ROAST GREEN, CLAVERING, SAFFRON WALDEN, CB11 4SQ, £247
BUTTERCUP STABLES & TREKKING LTD, ST GEORGE'S COURT, WINNINGTON AVENUE, NORTHWICH, CHESHIRE, CW8 4EE, £1,514
DR ANDRE BUTHE EQUINE CLINIC LTD, 1 BERNERS END, DUNMOW, ESSEX, CM6 1LY, £185
EQUIGUEST, HUNTERS COTTAGE, ABINGER COMMON, DORKING, SURREY, RH5 samantha.roberts@ag 6LW, £2,671
CHRISTOPHER MILLER T/AS BRIXWORTH EQUESTRIAN, SILVER STREET, BRIXWORTH, NN6 9BY, £2,567
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on Contact Beth Crow 11 21 58 Tel. 01937 ta-int.com Email: bethc@be
PEGASUS EQUESTRIAN DEVELOPMENT LIMITED, 5 REMEMBERANCE AVENUE, HATFIELD PEVEREL, CHELMSFORD, CM3 2JD, £1,269
LEAMSIDE EQUESTRIAN LIMITED, WHITEHOUSE FARM, LEAMSIDE, HOUGHTON LE SPRING, DH4 6QJ, £680
KRISTINA LEWIS T/AS EQUESTRIANA, 108 SMISBY ROAD, ASHBY DE LA ZOUCH, LE65 2JN, £1,058
List your website here
For more information call 01937 582111
GARY DALE ROBINSON T/AS GDR HORSE BOXES, UNIT 16, ALLINGTON WAY, DARLINGTON, CO DURHAM, DL1 4DY, £2,315
KENT HORSES LTD, 4 KILLICKS COTTAGES, BENOVER ROAD, YALDING, MAIDSTONE, ME18 6EW, £1,388
HORSE AND HOOF LIMITED, 4-6 WOODSIDE BUSINESS PARK, BIRKENHEAD, MERSEYSIDE, CH41 1EL, £1,078
ANTHONY WILIAMS T/AS WELSH VALLEY FEEDS, UNIT C6, DUFFRYN IND EST, ALDER AVENUE, YSTRAD, CF82 7TW, £2,237
2019
NEC, Birmingham, UK 20-22 January www.beta-int.com
JUNE 2018 EQUESTRIAN TRADE NEWS
Main Sponsor
APPOINTMENT OF LIQUIDATOR JAN CENT AN LTD HORSE RACING SUPPLIES, THE OLD SCHOOL HOUSE, STATION ROAD, TEN MILE BANK, DOWNHAM MARKET, NORFOLK, PE38 0EP
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Rubber grip handle riding crop with silver coloured button top. Product Code: C950 Colours: Black, Navy, Purple, Royal Packs of 10 single colours
Harlequin Cohesive Flexible Wrap Bandages These easy flex adhesive bandages are self-adhesive, non-slip, breathable elastic and skin-friendly. Supplied in a WAS £13.50 box of 12.
Product Code: Z754 Colour: Navy/Royal Trim Sizes: 22”, 24”, 26”, 28”, 30”
Product Code: C479 Colours: White
NOW £10.00 PACK OF 12
Harlequin Haynets
WAS £14.99
NOW £8.50
Large holed haynet with metal rings. Product Code: C380 Colours: Baby Blue, Light Green, Royal Blue, Purple
WAS £1.60
NOW £1.10
Rhinegold Child’s Comfey Jods Product Code: Z756 Colour: Navy/Royal Trim Sizes: 22”, 24”, 26”, 28”, 30” WAS £13.99
NOW £7.50
Standard Cotton Lead Rope
Standard cotton lead rope with trigger clip.
DEAL £10.00 PACK OF 10
Product Code: C340 (pack of 10) Colours: Black, Burgundy, Navy, Purple, Raspberry, Royal Blue, Red, Tangerine, Turquoise, Black/Purple, Black/Red, Green/Yellow, Navy/Red, Royal/Red
T: 01243 672323 | F: 01243 672424 EQUESTRIAN TRADE NEWS JUNE 2018 E: sales@snowhill.ltd.uk | www.snowhilltradesaddlery.co.uk
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Rhinegold Child’s Comfey Jods with Crystals
WAS £29.50
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June
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Product Code: 754 Colour: Black/White Trim, Navy/Red Trim Sizes: 24”, 26”, 28”, WAS £16.99 30”, 32”, 34”
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OFFERS !
Rhinegold Comfey Jods with Crystals These comfey ® jods are made from a soft jersey material with reinforced knee patches. Flattering shape with a wide comfort elasticated waistband with drawstring, embellished pockets.
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Everything your customers need for their veteran good doers, except the calories
VETERAN LIGHT The Low Calorie Feed for Veterans*
• Ideal for good doers • Only 8.5% combined starch and sugar levels • Suitable for those prone to laminitis • High fibre**, low calorie feed • Quick soak – Less than 60 seconds • Ideal for horses and ponies that struggle to chew • Includes a carefully selected blend of herbs with added vitamin C and a high level of vitamin E *Within the Barley & Molasses Free Range **When compared to traditional diets with comparative energy levels
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JUNE 2018 EQUESTRIAN TRADE NEWS
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