Equestrian Business April 15

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

April 2015 Issue 153

BEST IN SHOW

Competition clothing & equipment Inside...

lets talk products Spring / Summer Rugs

speciality sports Try something new

five minutes with...

John Burdon

2

View our AW15 Collection now on line www.sherwoodforestltd.com

Equestrian April 2015 Business www.ebmonthly.co.uk

Inside this issue...

4 News

The latest industry round up

10 Careers Insights

30 Speciality Sports

Movers and shakers plus job opportunities

Tackling the niches markets

12 Product Watch

A lifetime of achievement

Brand new products scouted out at BETA Int

32 Ken Lyndon-Dykes 34 Ask the Expert EPOS advice and visual merchandising tips

14

WHOLESALE GUIDE

Profiles of equestrian and country wholesalers

36

Let’s Talk Products Spring and summer rugs

20 Paddock

Maintenance

Martin Tasker on good grazing management

40 Business Matters

Making the most of stands at big events

22 BETA 41 Suppliers International Review Directory All the winners plus a unique view of the show

26 Competition

Clothing & Equipment

Contacts at a glance

42 Interview Five minutes with John Burdon

Best in show

EQUESTRIAN Managing Editor

Production

Vanessa Britton Vanessa@ebmonthly.co.uk

Allison Kemp +44 (0)1953 852946 allison@ebmonthly.co.uk

Content Editor Cathy Wood +44 (0)1953 852941 editorial@ebmonthly.co.uk

Advertising Sales

Accounts Mel Boggia +44 (0)1953 852935 creditcontrol@ebmonthly.co.uk

Sharon Long Design +44 (0)1953 852931 Carra White advertising@ebmonthly.co.uk carra@ebmonthly.co.uk

Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK

enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Front cover image: Equetech’s Wheatley Tweed Baker Boy Cap & Waistcoat

April 2015 www.ebmonthly.co.uk

Equestrian Business

3

uk news A round-up of the UK’s equestrian trade news

If you have some news you’d like to share email us at: editorial@ebmonthly.co.uk or tweet@EBMonthly

FORWARD FEATURES May 2015

❚ Feeding for competition ❚ Safe in the saddle ❚ Fly control ❚ Sponsorship: successful case studies Ask the expert: health & safety Let’s talk products: grooming & shampoos

June 2015 ❚ Best of British ❚ Tack: including all disciplines, leather, synthetic, bits, care and repair ❚ Hoof and leg care: summer focus ❚ Ask the expert: Best of brand ❚ Shop fitting: POS and tills ❚ Let’s Talk Products: numnahs and saddle pads EQUESTRIAN Bringing buyers & suppliers together www.ebmonthly.co.uk

wIShINg yoU All A vERy

MERRy ChRISTMAS ANd A

pRoSpERoUS NEw yEAR

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Feb 2015 Issue 152

EQUESTRIAN www.ebmonthly.co.ukuk

Feeding the veteran respiratory health Bringing buyersFirst & suppliers together Feet

March 2015 Issue 153

iNsiDE...

PLAN AHEAD FOR

BETA International & Spoga horse spring Also inside...

feeding fibre

winter worming

All you need

New developments in testing and management

to know for Inside...

successful sales

Ask the experts Seeking out the answers to your questions!

fresh Ideas

Spring & Summer Jackets Also inside...

expert nutritionists Laminitis, Cushings and weight issues

society

emergency of master response saddlers New ways to treat injuries

Award winners

Our media pack and a full list of features for 2015 is available.

To get your hands on either of these, email: allison@ebmonthly.co.uk Furthermore, give us a call and see what we can do for you over the next 12 months.

4

the UK

K

❚ ❚

december 2014 Issue 151

Equine specialist best in

Equestrian April 2015 Business www.ebmonthly.co.uk

atherine Hest, senior supplement specialist at online equine retailer Supplement Solutions, has been named the UK’s top equine health advisor in a special ceremony at the AHDA (Animal Health Distributors’ Association) Conference in Birmingham.

Ms Hest, who also has a degree in equine science, had the highest score in her professional exams, beating hundreds of other students also qualifying as animal health advisors, known as SQPs or Suitably Qualified Persons.

Ms Hest’s award was presented by the BBC’s Environment Correspondent, Tom Heap, and industry sponsor, Battles.

“I was really pleased to win this award as I had put a lot of hard work in!” Katherine said afterwards. “My most important job as an SQP is educating horse owners. I tell them the best time to treat for worms, which drugs to use, as well as encouraging the use of Faecal Egg Counts, which are a vital part of controlling parasites,” she explains. “It’s rewarding when a customer rings to tell me how delighted they are with a product and how much difference it’s made to their horse. I am a horse owner myself, so I know this advice can keep

your horses healthy.”

Eight hundred and seventy-five SQPs qualified in 2014, bringing the total number of SQPs working in veterinary practices, pet shops, equine suppliers and specialist stores across the UK to well over 6000.

“SQPs are a fantastic source of free health advice for all animals, from horses to pets and livestock,” explains Stephen Dawson, Secretary General of AMTRA (Animal Medicines

Training Regulatory Authority), the professional regulator for SQPs, who announced the awards. You can find them at specialist suppliers, like Supplement Solutions, as well as in pet stores, vet practices and country stores around the UK. Katherine is a great example of how committed SQPs are to improving the health and welfare of animals,” Stephen Dawson concludes.

Fast growth recognised

T

rilanco has been listed in the Greater Manchester Fastest 50 2015, a list that shows the region’s fastest growing companies and celebrates their success.

“We’re delighted to have been listed and have our growth and achievements recognised in this way,” says Martin Balmer, managing director of Trilanco. “We were selected based on turnover

growth, which draws attention to the fact that we have grown considerably over the last three years. This information has been taken from Companies House, so it’s based on hard facts and is something we’re very proud to be able to share.”

In addition to being listed as one of the top 50 companies in the area, all of the Greater Manchester Fastest 50 2015 have been invited

to an awards ceremony where the fastest growing small, medium and large businesses will be given awards, as will the overall fastest growing business.

This is not the first time that Trilanco has been recognised recently, with the company also making it through to finalist stage in two awards (Medium Business of the Year and Family Business of the Year) at the Red Rose Awards.

news

Dengie’s retailer training day

Nantwich Partner Alasdair Topp

Back to college for Dengie stockists

M

ore than 20 key stockists from the North West took part in a Dengie Retailer Training Day at Nantwich Veterinary Hospital and Reaseheath College Equestrian Centre, Cheshire. The event, designed to highlight benefits of a fibre diet, was led by practice vets Alasdair Topp and Dan Cripwell, with Dengie’s senior nutritionist and technical manager, Katie Williams.

The day featured presentations on equine gastric ulcers, laminitis, equine metabolic syndrome, Cushing’s disease and the importance of diet. Retailers were given the opportunity to watch four scoping sessions, conducted by the vets to check for the presence of gastric ulcers, and see a demonstration of condition scoring and how to use an equine

weighbridge.

“We are extremely pleased that the training day was so well attended,” said Dengie marketing manager Lisa Wilson. “Ensuring that our stockists are equipped with sound knowledge and a thorough understanding of the relationship between diet and good health is crucial.

“Alasdair, Dan and Katie provided the retailers with plenty of food for thought as they focused on the ways in which a fibre diet has been shown to have a positive impact on the wellbeing of all horses, especially those suffering from laminitis, EMS and PPID (Cushing’s disease).

“Passing on information in this way is part of Dengie’s strategic plan to make sure that our stockists who work at the cutting edge of equine nutrition are able

to deal with enquiries and offer advice to their customers.”

The day was attended by managers and staff from TFM, of Telford, Shropshire, W & T Gibson, of Kingsley Mill, Cheshire, Whitchurch, Newport, Stafford, Pontesbury and Oswestry branches of Wynnstay, Sandiway Shavings, of Northwich, Cheshire, Weaver Equestrian, of Market Drayton, Shropshire, Youngs Animal Feeds, Cheshire, B Corbetts, Malpas and the Stockport branch of Decathlon.

“The topics covered were so beneficial to those of us who are frequently asked for dietary advice,” said Jude Lakey, of W & T Gibson. “It was also fantastic to see the gastroscopy performed live with clear and concise explanation.”

Gena Prince, of Wynnstay’s

Newport branch, found the weighbridge demo a great help.

“It was a really good idea, as it helps us to pass on advice about nutrition and condition,” she said. “There is only so much information a customer can read on a label and people often prefer to speak with a member of staff.”

Carrie Ash, of sports chain Decathlon, enjoyed the combination of practical and theory sessions. “Topics were really appropriate, as we do seem to be getting more customers coming in to ask about these subjects,” she said. “They are far more savvy and expect more from us. Thanks to Dengie, we get a great deal of support and feel better equipped to deal with questions from horse owners who visit the store.”

Positive news for countrywide Farmers

C

ountrywide Farmers, one of the UK’s leading suppliers of products, services and advice to the rural community has announced that like for like

Group Turnover is up 2.2% at £138.8m (2013: £135.8m) in the six months to 30 November 2014.

Retail and agricultural revenue

are both up 0.7% and 3.4% respectively, customer numbers have continued to increase and margins have been strong. The business continues to trade in line with expectations.

Commenting on the first six months of trading, Chairman Nigel Hall, said: “2014 has been a challenging but key year in the development of the Countrywide business. It is pleasing to report that, given all of those challenges, the like for like turnover for the group has increased and the remaining business areas are well positioned for future growth.”

Referring to Countrywide’s disposal of its Livestock Feed and Forage, Arable products and Crop

Marketing businesses Mr Hall emphasises that the significant cash generation of £18.1m will drive growth throughout its network of retail stores across England and Wales. John Hardman, Chief Executive Officer said: “As part of our new retail strategy to drive improvements in margin and extend the store network, we will be expanding into new regions and opening at least four new stores in 2015.

We are delighted that the retail strategy will be driven by recent Board appointment of Andrew Webb who as Chief Commercial Officer, comes with an excellent retail background.”

April 2015 www.ebmonthly.co.uk

Equestrian Business

5

news

Equidivine shines in Florida B ritish equine glitter tattoo company Equidivine were pleased to accept an invitation from Horse & Style magazine to attend this year’s Great Charity Challenge at the winter equestrian festival, Palm Beach Equestrian Centre, Florida.

Michelle Inch made the journey to Florida to support this annual charity show jumping event which is one of the highlights of the winter equestrian festival.

Teams of professional riders are set against each other, not only in their ability to win the class but also to dress to impress according to the set theme. Michelle and the team from Equidivine set to work on the Kerkorian/Couch team that was set to compete on behalf of the Take Stock In Children charity.

In a night when the creative costumes became competitive business Equidivine decorated “Team Powerpuff “ with stars, stripes and sparkle including the logo of the chosen charity. As the evening class started, the lights certainly caught the sparkle of the glitter ensuring the Power Puff Girls, Nicole Shahinian Simpson, Kira Kerkorian, Tara Couchstood stood out and were named as one of the top three best costumes of the class.

“This really was a fabulous event to support, it was great fun helping decorate the teams and making new friends in the USA, but more importantly a huge amount of money was raised for worthy causes,” said Michelle of Equidivine.

All was glitter in Florida thanks to Equidivine

Supreme Products goes mobile

S

upreme Products has launched a new mobile phone app which will be a great tool to help promote sales in retail shops. The app has been designed to guide users on the trickier aspects of presentation for competition – including plaiting, producing quartermarks and sharks teeth, fitting false tails and whitening socks amongst others – and provides step by step guides

on how to complete these tasks.

“It’s been a long time in the making,” says Sarah Turnbull of Supreme Products, “but we are delighted with the results. It will support retailers as it gives a ‘shopping list’ for customers and easy to follow instructions on how to produce different elements of presentation. We also have sections on how to produce a certain ‘look’, ‘what to wear’ as

well as a stockist list and product information.”

The app should give retailers the ability to upsell products and will be a helpful tool for retailers to have on their own phones to show users what products to buy and how best to use them.

The app is free to download and is available for both Apple and Android phones.

Fuller Fillies statement

F Dog Rocks to supply Stax and Decco

D

og Rocks UK Ltd is delighted to announce that it is now working with both Stax Ltd and Decco Ltd. “We sell mainly through wholesalers in the vet, pet and gardening markets.

Wholesalers have the reach that we rely upon to get our product lines out to retailers so are delighted to be selling through these two well established wholesalers from 2015 onwards,” said Carina Evans, CEO.

6

Equestrian April 2015 Business www.ebmonthly.co.uk

ollowing a burglary at the Fuller Fillies’ Warehouse in West Yorkshire shortly after New Year, managing director Suzanne Wild has issued a statement: “Over 70% of our stocks were taken along with many ‘working samples’. There is an ongoing police investigation following a raft of equestrian related burglaries in the North of England however, re-stocking is far from our greatest concern: The thieves took many ‘working samples’ of boots, half-chaps and clothing; we don’t think they realized what they were taking and will simply see them as a saleable commodity, however, they are far from that!

“Many samples are produced during the sampling process until the product is perfect and it goes into production; the samples therefore have varying degrees of imperfection which can be

anything from a pair of boots which are totally different sizes or have hollow heels, to breeches which will literally fall apart after their first wash! It is our, and the Police’s, assumption that our goods were taken for re-sale and will likely be turning up at horse sales and on auction sites very soon; any such purchases will be costly mistakes for the consumer as we are not bound by the ‘Sale of Goods Act’ for items that are sold outside of our approved ‘Route to Market’. We do not allow approved stockists to sell via internet auction sites and do not know of any involved in re-sale at horse sales, so, if you see new Fuller Fillies branded goods on sale at such places you can be pretty sure firstly, that they are stolen, and secondly, very likely sub-standard!

“I would also like to take the opportunity to reassure our fans that we are working hard to get the new Collection ready; the

timing was good – just before trade show season! We have just returned from Spoga in Cologne which is a fair we visit to meet new factories and place orders with our existing ones; we went there with a very healthy cheque book and were able to place many orders for new and exciting lines which we hope will be with us towards the end of spring. Once sampling is complete we will announce a very special re-launch of the Collection. In the meantime, we would really appreciate interested ladies joining our Facebook page and registering for our Newsletter so that we can keep them in touch with everything we have planned; join at www.facebook.com/ fullerfillies; we would love to hear of any sales which you think might be suspicious so if you have information please email your suspicions to suzhome@fuller-fillies.co.uk”

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news

TopSpec’s helpline rewarded again

F

Top Spec wins award for eighth time. Left to right – Keiley Alderson, TopSpec Nutritionist; Anna Welch, TopSpec Veterinary Nutritionist; Tim Oliver of HAYGAIN with sponsored rider Verity Smith and Uffa the guide dog presenting the HAYGAIN Hay Steamers Nutritional Helpline of the Year Award; Louise Jones, TopSpec Senior Nutritionist.

eed company TopSpec are once again celebrating after scooping the Haygain Nutritional Helpline of the Year Award at the BETA Business Awards.

Winning the award for an unprecedented eighth time saw an outstanding achievement for the North Yorkshire based family firm, well known for their range of innovative horse feeds and supplements.

Nominations were invited from retailers and consumers, and the final judging was based on these and mystery callers posing questions designed to challenge each helpline.

This is the eighth time that TopSpec has won the award and the judges described the service offered by the company as “outstanding once again!”

To see our full round up of award winners and comments from BETA International 2015 turn to page 22.

Strong firms named in Sell-out crowd enjoys new Plimsoll analysis coaching convention

1

24 of the UK’s Top 250 Equestrian Products and Supplies companies have been named as strong in a new report from industry analysts Plimsoll Publishing. Plimsoll has analysed all of the major players within the market and has found that over a quarter of companies are going from strength to strength.

David Pattison, senior analyst on the project, said: “Much like how your doctor would check your blood pressure and recommend action, we have done the same with each of the UK’s top 250 Equestrian Products and Supplies companies. A company’s performance is complex and all factors need to be taken into account.”

The study has identified and analysed the vital areas of business performance that lead to success or failure. These factors have then been applied to the 250 companies to highlight the fittest and those showing signs of serious financial weakness.

Depending on the overall financial health, each of company was given one of four health ratings:

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Equestrian April 2015 Business www.ebmonthly.co.uk

124 firms rated as Strong – these firms are fittest in the industry and are showing improving financial health.

17 firms rated as Good – these firms are improving health and can aspire to those rated strong.

28 firms rated as Mediocre –these firms could go either way, they need to fine-tune their business so they do not slip back and improve.

18 firms rated as Caution – these firms are showing the early signs of weakness, early measures need to be put in place.

63 firms rated as Danger – These firms are showing a serious weakening in financial health, urgent plans are required to treat these weakness.

David Pattison continues: “Danger firms have two options: they can hold their nerve and hope to trade their way out, or they can put a survival plan in place and look to consolidate their business. Once you known the warning signs you then need to act.”

Copies of the report are available by calling Plimsoll Publishing Ltd on +44 (0)1642 626419 or emailing c.glancey@plimsoll.co.uk

M

ore than 500 riding instructors and horse enthusiasts benefited from ideas and expertise shared at The British Horse Society’s National Convention held at Hartpury College in Gloucestershire on Monday March 2.

International showjumper and popular personality, Tim Stockdale, hosted the event, which also included a presentation from Christopher Bartle FBHS and a question and answer session with a panel of experts. The British Horse Society believes in training and supporting the best instructors and grooms, and part of this process is offering days like this where people can receive the highest quality professional development and have access to a forum in which ideas can be shared.

“I think days like today are fundamental to training,” said Tim Stockdale. “The aim is to offer new ideas, new aspects and new focus, and hopefully to

give people a thought process to go back and impart to their pupils. That little bit of incentive to get back and want to go and ride a horse because you’ve seen something that inspired you – that’s what we’re looking for.”

Tim presented two coaching sessions with demonstration horses and riders of varying levels, before taking to the saddle himself to demonstrate some of the training techniques on one of his own horses. His focus was very much on rhythm and control – something echoed by Christopher Bartle FBHS in his demonstration, which aimed to relate dressage to jumping.

It was an extra special day for Christopher as he was also presented with the inaugural British Horse Society Lifetime Achievement Award for coaching excellence.

“It’s a tremendous honour,” he said of the award. “My mother was a founder member of The British Horse Society and so it is a great honour to receive this accolade from the Society.”

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Equestrian Business

9

Career insights

Opportunities A389 Sales Executive Rural Buildings - South

Laura Rossell, Technical Advisor for Carr & Day & Martin and Day, Son & Hewitt provides her career insights.

In the hot seat…

Q A

What does your job entail?

It’s a very varied role that includes offering technical product support over the phone and via email, writing product literature, updating social media and web content and supporting our reps out in the field with technical presentations and training.

Q

What path did you take to reach this point in your career?

A

After initially leaving education in my teens to work in retail, I decided to retrain and go to university in my 20s. I completed a BSc (hons) in Equine Science, followed by an MSc researching Equine Biomechanics.

I then spent some time working

On the move…

John Davies

on yards, lecturing and then also was lucky enough to work with an equine research group that were involved in testing the Olympic surface. I gained a lot of varied experience during this time and it led me to where I am now.

Q A

What is the best part of your job?

I love talking to customers about their horses and working out which products will be of benefit to them. Also researching subjects and spending some time shut away reading up on all things horsey!

Q A

What is the worst thing about your job?

There’s only a small team of us, so sometimes there are just too many things to do in one day!

Q

If you could do any other job in the world what would you do?

A

I would be a rock star, although I can’t really sing or play the guitar, so I'd better stick to my day job.

Q

If you could go back to visit yourself aged 16, what advice would you give yourself?

A

I would say not to stress out too much about the future.

It’s virtually unheard of to know exactly what you want to do at that age. Try and find something you enjoy that interests you and if you work hard enough and are willing to learn, then things will work out eventually. I would also add that tooth gems are a bad idea but you’re only 16 once!

Rachel Lumb John Whitaker International Ltd and Brogini is proud to announce a new addition to the sales team. Rachel Lumb, formally of Matchmakers International Limited, will be bringing her wealth of customer service experience to her new role at John Whitakers and Brogini. Business Development Manager John Ireland commented: “We are delighted to welcome Rachel to the business, she brings great experience of the market and will be a real asset as the company continues to grow.” Rachel commented: “I am really excited by the role and look forward to assisting the company with its development plans.”

Danielle Waller Danielle Waller has joined Supreme Products in the role of area sales manager. A familiar face on the show circuit, Danielle breeds, shows and judges Welsh Section A and C ponies and is a member of the Delami Stud and Show Team. Danielle comes from a background in event management and sales and has responsibility for the Midlands and Wales. She will be visiting retailers and offering support, training and merchandising to help develop sales in retail outlets. “I’ve used Supreme Products for years and am a huge fan,” says Danielle. “I’m delighted to join such a great company where customer service and top quality products are the order of the day.”

www.delacyexecutive.co.uk johndavies@delacyexecutive.co.uk 10 Equestrian April 2015 Tel: 01885 483440 www.delacyexecutive.co.uk Business www.ebmonthly.co.uk

A Sales Executive is sought for a very successful buildings company.

Our client is a leading supplier of pre-fabricated buildings to the farming and rural community.

Based in the South of England the company specialises in servicing the farming sector throughout the south of England, East Anglia and the Midlands, but it also supplies and erects buildings to the commercial and industrial sectors within these areas.

A391 Marketing Manager Livestock Equipment The South

A rapidly expanding manufacturer and distributor of niche market agricultural equipment, operating in the UK and overseas, is seeking an experienced marketing manager. Ideal candidates will have a good knowledge of livestock.

You will be responsible for maintaining a dynamic and effective marketing programme to drive lead generation and enhance customer satisfaction.

A393 PR and Marketing Opportunity - Senior West Midlands

Pinstone Communications is a leading full service agricultural PR and marketing consultancy working specifically with its very diverse, and growing, portfolio of high profile agricultural and land based clients. They are seeking a driven and ambitious candidate of graduate calibre, with at least three years' experience in a PR or marketing role at not less than Account Manager level.

C153 Commercial Manager Central England

A Commercial Manager is required by this well-established international client to manage and grow its multi species animal health and nutrition product portfolio.

The primary responsibility of this key role is to manage the sales and marketing activity to meet annual and margin/volume objectives. The target markets are primarily the British Isles and Europe.

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flexi-rac hay rack

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he Flexi-rac is an innovative new product brought to the market by Equisense Designs, a family business based in West Wales and founded by Moya Nicolaysen in April 2014.

The innovative Flexi-rac Hay Feeder Range has the horse’s health and welfare at the forefront of the design. Flexi-rac is British designed and manufactured, using good quality materials, at very reasonable prices.

Advantages of Flexi-rac Flexi-rac enables horses kept in captivity to eat in a more natural position, from the ground, without contamination with bedding and droppings.

* BVA advice

professional Offer your customers a complete, m counts worming programme including wor

■ Breathable ■ Flexible ■ Instantly removable ■ Easy to clean and disinfect ■ Replaceable components, reducing the cost ■ Can be personalised

good profit margin results returned to your shop easy to do no upfront costs fast reliable results

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Flexi-rac Portable: This has one strap which can be fixed to a normal tie ring, horizontal bar or piece of rope.

Flexi-rac Field: Can be fixed with cable ties and is easily moved to prevent poaching.

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Now you can offer this service directly to your customers.

The direct-to-merchant service is easy to set up and supplies you with all the materials you need to start a faecal egg count service, printed with your own logo.

Leaflets, control sheets, sample pots and pre-paid return bags are supplied free of charge. You sell the test, the customer sends the sample to the lab, the results come back to you.

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April 2015 www.ebmonthly.co.uk

Equestrian 11 Business

product watch keep it safe

a natural approach

ABS Cases have been protecting the equipment of the great and the good of the entertainment industry for over 30 years, therefore the company understands the importance of keeping equine equipment and accessories safe.

Whether customers are using the cases at the stables or in transit to a show or meeting, they can be assured their valuable equipment is safe and protected. From Tack Boxes to Rug Trunks, all ABS Cases’ equine boxes are bespoke designed to meet the needs of the horse owner.

Hawkins Organic has been created to provide the very best natural grooming products for both horse and hound.

Free from nasty and harmful chemicals and containing a number of beneficial organic ingredients and essential oils, the products are kind to sensitive skins, and environmentally friendly too.

The collection of products offers the essentials for daily care from shampoos to stain removers.

All of the products are made in the UK. RRP: from £9.95

www.abscases.co.uk

itch-free spring

This year, try something www.hawkinsorganic.com different: the Herbal Horse’s Itch mix is now available in the UK. This is what one of their customers had to say: “My mare is looking amazing! After the first week on the Itch mix she completely stopped scratching. One month down the line the hair in the affected areas has started to grow back very nicely and you can hardly see that she ever had issues… especially on and around her face.”

www.theherbalhorse.co.uk/index.php/itch-mix/

brand new at

beta

international Efficient mucking out Chatham’s new winter collection British footwear brand, Chatham makes a bold statement with its new country footwear collection for winter 2015. Designed for men and women passionate about the outdoors, the range offers great quality, style and comfort in classic products.

New for women is Chatham’s Mexorider, a waterproof country boot, crafted with high quality leather and soft quilting detail. RRP: £150. The collection also includes high leg leather boots, waterproof wellington boots, classic brogues, stylish Chelsea boots, luxury slippers and walking boots.

www.chatham.co.uk

The revolutionary Noble Outfitters Wave Fork has an aircraft-grade aluminum handle which is strong enough to support heavy loads and textured handgrips for added comfort. Unique features include; interchangeable tines in multiple colours made from Copolymer plastic resin for optimal durability and deeper outer tines that form a basket-effect for maximum loading.

www.nobleoutfitters.co.uk

slow feed nets Horsewell Scandinavia AB is now introducing a selection of hay nets under the Haywell brand name on the UK market. Knot-less slow feed nets have been available on the Swedish market for a couple of years and been highly successful, gaining a reputation as a healthy method of feeding horses while being easier on a horse’s mouth. Haywell´s concept of using small mesh nets induces the horses to eat slower and in that way stay healthier. Haywell offers a solution for problems such as obesity, laminitis, ulcers and also helps eliminate unwanted behaviour.

Horsewell.se 12 Equestrian April 2015 Business www.ebmonthly.co.uk

french style New to the UK, the Paddock Sports product range includes saddle pads, fly veils, stable drapes and a range of grooming and travel bags, all exclusively manufactured in France.

Paddock Sports was created in 2003 with the objective of creating a range of equine products with new styling concepts, a wide choice of colours and options and the opportunity to colour coordinate accessories.

Saddle pads are available in Sport, Classic and Dressage styles, made from poly-cotton fabric with a honeycomb internal component.

www.paddocksportsuk.com

magnetic resonance

supporting healthy hooves

EQU StreamZ is a British invented, developed and manufactured product providing a patented natural health care option to both noncompeting and competing horses. Wrapped around the fetlock the EQU bands create a unique energy field which results in a dramatic improvement in mobility and general wellbeing; as well as support from ongoing injuries and swelling. Endorsed by many of the worlds top equestrian stars, StreamZ have exciting opportunities with retail and wholesale businesses both in and out of the UK.

www.streamz-global.com

Award winning design The innovative SKUP

by HUF Design has been flying off the shelves since its launch at the beginning of February and you really can see why. Not only is the SKUP available in four unique, eye-catching colours (Berry, Mango, Aqua and Citrus), it has added teeth to help loosen compacted horse feed.

The BETA Innovation Award winning SKUP has many other advantages which help make it a very useful product to have around the yard. RRP: £9.50

LamiCare is a comprehensive hoof supplement formulated to provide extra support for horses and ponies prone to laminitis. A combination of powerful antioxidants help support blood glucose levels and vascular health, while essential amino-acids, calcium, Omega-3 fatty acids and magnesium, together with high quality chelated zinc and copper, help to promote good hoof health. This supplement also contains MSM. Available in a 30 day or 90 day supply. RRP: £52.75/£156.00

a first for feed

www.readysupp.com

www.

New ‘simplyirresistible’ from Equilibrium Products is a healthy feed topping and a first for equine nutrition.

Designed to liven up mealtimes and support a healthy gut, simplyirresistible is full of natural plant antioxidants and contains a proven probiotic to support digestive health and help the horse get the most out of its feed. Made from only natural ingredients and available in two tasty varieties, simplyirrestistible can be sprinkled on top of hard feed, chaff or forage to add flavour and variety to dull feeds.RRP: £12.95 (1.5kg)

www.equilibriumproducts.com

learning the easy way

Trainer Reins are a brand new innovative riding aid which will help riders improve their hand position safely, effectively and comfortably. The gentle tension from Trainer Reins will keep the rider’s hands in the correct position. Trainer Reins can be worn over or under gloves and are also fitted with a break away safety device which can easily be re-attached. Trainer Reins are available in both child and adult size.

www.battles.co.uk

www.ferryequine.co.uk

bath time fun Introducing the brand new Fun! range from Flint’s Yard. This ‘yummy scrummy’ smelling pony shampoo is packed with natural goodness. Perfect for ponies with sensitive skin, Fun! gently cleans the grubbiest of ponies and contains no nasties. Available in Strawberry Cheesecake or Apple & Pear.

The Fun! range features a striking shelf presence and favourable retail mark-up. Flint’s Yard prides itself in being a British company striving for the very best level of customer ervice and offering www.flintsyard.com excellent sales support.

Hydration and nutrition EquidGel is a revolutionary hydration and nutrition system for horses. EquidGel is unique in that it is taken in the form of a highly nutritious palatable drink which appeals to the horse’s very strong natural instinct to forage and therefore making it the only complete feed that nourishes and hydrates at the same time. EquidGel is specifically designed to help prevent the occurrence of colic due to the effects of dehydration.

www.equidiet.org.uk

Stylish headwear

comfybed plus With the high cost of the more traditional bedding options, Greenwood Forest has developed Comfybed Plus to provide the highest quality bedding at a competitive price. The premium woodchips and premium woodshavings blend bale is dust extracted and wrapped on hooded pallets each bale weight is approximately 24kg so more per bale and as both the key ingredients are manufactured at the company’s own site they can guarantee supply year on year whatever the weather.

www.greenwoodforest.co.uk

Annabel Brocks reversible head warmers are made in the UK using luxury faux fur combined with hand woven Scottish Tweeds and the finest fabrics. They are the must have fashion accessory and perfect for wearing during any outdoor pursuit and ideal for those attending equestrian events. Smart, warm, stylish, affordable and they make the perfect gift.

Endorsed by Charlotte Dujardin who has codesigned a collection to be released this Autumn.

RRP: from £45.00

www.annabelbrocks.com April 2015 www.ebmonthly.co.uk

Equestrian 13 Business

wholesale guide

Equestrian and Country wholesale A good relationship with your wholesalers is absolutely vital in order to provide the best range of stock and optimum service. Read on to see the profiles of some of the major equestrian and country wholesalers in the UK.

I

f you want to offer a broad range of products, backed up with good product information, then you need to enlist the services of good wholesalers.

Many of the equestrian wholesalers in the UK have been long established and are able to offer an excellent service and favourable terms to genuine businesses. Trade shows such as Spoga in Germany and the recent BETA International are an excellent way to make contact with the wholesalers, but they all have a network of experienced sales people who can come to your premises to discuss the options available to you.

Although some wholesalers are long established, it does not mean they are stuck in their ways and in fact the role has changed significantly in the last decade.

Tracey Woods, Westgate EFI sales and product manager says: “The most obvious change is the shift towards secure online

14 Equestrian April 2015 Business www.ebmonthly.co.uk

ordering for the trade. WEFI has also developed its product range to include more own brands.

This ensures we can remain competitive on these high quality items as well as continuing to meet demand for everyday essentials from our customers.

Bricks and mortar retailers face challenging times and our carriage paid level has dropped significantly to support our customers and allow them to place smaller, regular orders if required.” The

preferring you to order ‘a box’. It is obvious maths, but makes it harder for the retailer to stock a wide variety and therefore attract more customers.” Jonathan will hopefully welcome the move by Westgate EFI to allow smaller orders, thereby encouraging stock variety. Jonathan also comments on another change he has seen in the last ten years: “It is down to the wholesaler to source the best possible price and product – and then sell it to the retailer. This last

“It remains vital that you establish and maintain a strong relationship with your wholesaler” ability to place smaller orders will be welcomed as it is a problem highlighted by one of Equestrian Business magazine’s Retailer Panel. Jonathan Boldero comments: “You always used to be able to order ‘ones or twos’, now many are set up to penalise those smaller numbers,

bit has changed; for many years the wholesaler was useless at ‘selling’, now with the competitive market they have been forced down that road, and some found wanting.”

It is important to make the most of the relationship with your wholesalers and Tracey advises:

“Communication is the key to a good working relationship so keep in touch with telesales and area reps and study their mailshots to cash in on any special offers.

Make the most of their marketing resources and ask if they have photography or promotional video content you can use in advertising or on social media; remembering to tag the company or brand so they are alerted and can share your activity. Let them know if you are planning an open day or promotional event and ask whether they can offer support.”

Jonathan agrees and says: “It remains vital that you establish and maintain a strong relationship with your wholesaler. It is a competitive market, and they must learn to remain competitive in both service and price.

Personally I will sacrifice price for service – it is the one thing that the retailer has over the internet; free advice – touch, feel, try on and service.”

British design

British talent! horsehealthtrade.co.uk 02380 814360

EQUESTRIAN

Quarter Page HH Trade Ad March 2015.indd 1

03/03/2015 18:08

BUSINESS Bringing buyers & suppliers together

We talk - the trade listens.

You advertise - they notice.

A great return on investment.

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Career insights Launch it Carrier sheet visuals Special reports Ask the experts Hot topics Industry interviews Industry news In-depth features Business matters Product watch Advertisements Let’s talk products

To get your products in front of the trade contact us NOW Tel: + 44 (0)1953 850678 enquiries@ebmonthly.co.uk www.ebmonthly.co.uk April 2015 www.ebmonthly.co.uk

Equestrian 15 Business

wholesale guide

Agrihealth Brands:

]

Leovet, Liveryman, Fenceman, trailerCam5D, farmCam, Liscop, Shoof, Vink

Minimum order value:

0

Carriage charges:

Free

Terms of payment:

30 days

Delivery options:

48 hour delivery service

Secure online trade ordering?

No, currently under construction will be available May 2015

Agrihealth Group operates a number of companies that directly support the equestrian, agricultural and food producing industries across UK and Ireland. Agrihealth Animal Health and Equipment offers a unique range of brands competitively priced and promptly delivered with a highly experienced, knowledgeable and friendly sales force.

B Jenkinson & Sons Ltd Brands: Over 60 leading equestrian brands such as Charles Owen, Toggi,

Champion, Harold Moore, SoloComb, Tubtrugs, Lister Clippers, NAF, Robinsons, Horse with Attitude clothing & ShowQuest showing products, to name but a few of the 60 brands.The company also has its own Elico brand

of competitively priced products which is being continually developed.

Minimum order value:

Pro-forma

Carriage charges:

Not stated

Terms of payment:

30 days on approved accounts, otherwise payment on dispatch

Delivery options: Nationwide daily deliveries by DPD carriers.

Distribution throughout the UK, Ireland, Europe and the rest of the world.

Retailer incentives: Offers and clearance lines are available and can be viewed on our website with full details for registered retailers on log-in.

Secure online Yes. Fully integrated website giving retailers up-to-date trade ordering? information 24/7 and ordering at their convenience.

construction will be available May 2015 A long established equestrian wholesaler who is celebrating 180 years supplying the equestrian trade where quality and service has always been a priority.

Tel: +44 (0)2838 314570 Email: info@agrihealth.co.uk Web: www.agrihealth.co.uk

Tel: +44 (0)1924 454681 Email: sales@jenkinsonsequestrian.co.uk Web: www.jenkinsonsequestrian.co.uk

Battles

Brogini Ltd

Brands: A wide variety of 207 brands including Lincoln, Hy, Equilibrium,

Horse First, Science Supplements, Le Mieux, Barrier, NAF and many

more, with over 9000 products in total

Brands: All Brogini brands including the luxurious Competition Prestige

Collection and the bestselling Gio B Kids Collection Minimum order value: Information available upon application

Minimum order value:

Carriage charges:

Carriage charges:

No minimum Free next day delivery on orders over £100

Terms of payment:

20 days following month of invoice

Delivery options: Nationwide next day delivery. Free next day delivery

on all orders over the £100 carriage paid threshold. Terms and

conditions apply for different areas Secure online trade ordering?

Yes

Battles brings you a wide variety of over 9000 products from market leading brands. Providing excellent customer service is key, and we also have ten area sales managers on hand to give you a first class experience. Winning Trade Supplier of the Year for two years consecutively emphasises how we value our customers and are constantly striving to find new ways to improve. We have an annual catalogue full of the latest ranges (available in both priced – product code 8998 and unpriced – product code 8999), and throughout the year we have monthly new products brochure, newsletters and a mid-monthly e-news to keep customers up to date. Online ordering is available via our user-friendly Battles website.

Tel: +44 (0)1522 529206 Email: orders@battles.co.uk Web: www.battles.co.uk 16 Equestrian April 2015 Business www.ebmonthly.co.uk

Terms of payment:

£7.50, free if order is above £300 carriage cost is waived All major methods of payment. Credit accounts are available, T&Cs apply

Delivery options: Secure online trade ordering?

Express delivery as standard Yes

Brogini are riding boot specialists who are dedicated to supplying only the most elegant and hard wearing riding boots, suitable for most disciplines.

With unparalleled luxury and style, our Competition Prestige Collection has been crafted from the finest quality Italian leather and finished to the highest possible standard. With a choice of 12 avant-garde designs, meticulously finished with the most luxurious detailing and sumptuous materials, the Competition Prestige Collection is the perfect finishing touch to any competitive wardrobe.

Tel: +44 (0)1706 514230 Email: sales@brogini.com Web: www.brogini.com

Curragh Veterinary Supplies

Earlswood Supplies Ltd

Brands:

Brands: Exclusive brands include Carrimore, Saddlers and Surefoot.

We also stock a range of leading brands including Patura, Fly Away,

KBF99, KBF99, VetSet, Proviz, GateMate and many more.

Minimum order value: No minimum

Curragh Veterinary Supplies are first for animal care and value, supplying dressings, bandages & vet wrap, casts & splints, syringes, gloves and Equiton Liquid Feed.

Minimum order value: Carriage charges:

None with money back guarantee Free next day delivery on orders over £100

Terms of payment:

Payment online

Delivery options: Guaranteed track and trace delivery within 24 hours

throughout mainland UK Secure online trade ordering?

Yes

Carriage charges:

Free on orders over £150.00 (excluding rubber matting)

Terms of payment:

Available on request

Delivery options:

1-3 day delivery

Secure online trade ordering?

Yes

Curragh Veterinary Supplies Ltd is a leading supplier of high quality veterinary consumables which are available to order online in the UK. Established by leading veterinary surgeons, Donald Collins MVB MRCVS and Michael Sadlier MVB MRCVS CertESM CertES(Orth) MACVSc, Curragh Veterinary Supplies Ltd supplies veterinary consumables that are carefully selected to ensure highest quality, safety and efficacy.

Our customers include leading veterinary hospitals, thoroughbred stud farms, top racehorse trainers as well as individual pet owners, companion animal and farm animal practices. Veterinary supplies are available to order online for delivery in the UK, with free delivery on orders over £100.

Earlswood Supplies is a family owned business committed to supplying high quality products at competitive prices accompanied by unbeatable, personal customer care. Here at Earlswood we supply a wide range of products including stable and tackroom equipment, hardware, wheelbarrows, tools, accessories, rubber matting, electric fencing, grooming products, rodenticides, equine first aid and smallholder poultry products.

Our newest product launch is the Hay-Graze Feeder – we’ve had an excellent take up on this exciting new product! Large stockholding allows a rapid response to all orders placed with next day delivery available. We pride ourselves in the equestrian market and enjoy helping our customers to maximize their sales and profits.

Tel: +44 (0)8003 891207 Email: orders@curraghvetsupplies.co.uk Web: orders@curraghvetsupplies.co.uk

Tel: +44 (0)8450 171351 Email: sales@earlswoodsupplies.com Web: www.earlswoodsupplies.com

Horse Health Ltd

Hucklesby Associates Ltd

Brands: LeMieux, Acavallo, Nutriscience, Bit Butter, Epona, Eqysss, Equi-N-ice, Flair Nasal Strips, Gumbits, Horse First, James Hart, LoggerHead Tools, Lubrisyn, Nostrilvet, , ColdOne, Pomms,

Protexin, TopZop

Brands: USG, Country Pet, Horka International, HappyRoss, Tubtrugs, Toggi, Champion, Just Togs, GFS, Leovet, Liveryman, Moorland Rider,

Smart Grooming, Magic Brush, Equisafety, Harpley, Keratex, Capz,

Horsewise, Robinson Healthcare, Solocomb, Spartan Equestrian, Stockcare, Buckley Bits, Showquest Worldwide, Equi-Ping, Littlegate

(Hoof Torch) and more

Minimum order value:

0

Carriage charges:

Free carriage on orders over £250

Terms of payment:

Pro forma and 30 days from date of invoice (upon approval)

Delivery options:

Courier

Secure online trade ordering?

Yes

The mission of Horse Health’s dedicated wholesale team is to provide a fast efficient service to every size of trade customer, backed by sound equestrian knowledge. The flagship is the LeMieux brand, but Horse Health also provides its own label range of supplements and grooming products. Carrying a large stock of more specialized products is not an option for many retailers, so fast and efficient access to ranges such as those offered by Horse Health Trade are essential to providing customers with the very best service. A specific trade catalogue and exclusive trade website are available for easy online ordering.

Tel: +44 (0)2380 814360 Email: info@horsehealth.co.uk Web: www.horsehealthtrade.co.uk

Minimum order value:

Low first order minimum value, after this no minimum order value

Carriage charges:

Free on orders over £100 (terms apply)

Terms of payment: 30 days on agreed accounts, otherwise pro-forma Delivery options: Orders usually sent same day for next working day

delivery (FedEx) Secure online trade ordering?

No

Hucklesby Associates Ltd is a true family business which strives for outstanding customer service, distributing products to equestrian outlets throughout the UK. We have recently expanded our range to offer products from European suppliers USG, HappyRoss and Horka International, as well as an exciting new range of pet products from Country Pet of Ireland. Another addition to the range for 2015 are the TubTrugs Flexible and TubTrugs Micro! Our new 2015 priced catalogue is available now.

Tel: +44 (0)1362 696309 Email: hucklesbys@aol.com Web: www.hucklesbys.com April 2015 www.ebmonthly.co.uk

Equestrian 17 Business

Spartan Equestrian Products

Trilanco

Brands:

Brands: Leading brands from across the world including own brands

Z-itch, Easidri, ProTack, ProStable, MacTack and Bitz.

Spartan Own Brand, Potty Ponies, Trish Williams Cards, Milly Green

Minimum order value:

£250.00

Minimum order value:

No minimum order value

Carriage charges:

Carriage paid over £250.00

Terms of payment:

Pro Forma followed by 30 days

Delivery options:

Courier, post or shop visit

Carriage charges: For orders under £385 or vans runs

(which are available on set days across most of the UK), there is no

carriage charge. For orders under the carriage paid limit/not on van

runs, the carriage cost is £6.95 (UK mainland only)

Yes

Terms of payment: 20th of the month following the month of invoice

Secure online trade ordering?

Spartan Equestrian is a family business run by brother and sister Grant and Allison Cocklin and mum Iris. In this our 32nd year in business we are still proud to say that we manufacture the majority of our products in the UK. The range includes lycra hat covers, saddle covers, bucket covers, fabulous bling accessories, browbands, ties and stocks. British made whips also feature in the range, including our new ‘Crystal’ whips and canes and to compliment the goods we produce we run some brilliant gift lines. We are also supporting some new British talent with Trish Williams cards and gift wrap and Milly Green’s range of gifting and stationery. Both Allison and Grant visit customers on a regular basis to both show new products and to enable customers to choose from stock. Take a look at our website to see the full range.

Delivery options: Most orders placed before 2pm are delivered on the next working day as standard. Orders can also be delivered on weekends or before 10.30am or noon the next day if required. Orders are delivered via a courier service or by Trilanco’s own fleet of vehicles.

Tel: +44 (0)1474 705065 Email: sales@spartanequestrian.com Web: www.spartanequestrian.com

Tel: +44 (0)1253 888188 Email: sales@trilanco.com Web: www.trilanco.com

Weatherbeeta

Westgate EFI Ltd

Brands: WeatherBeeta, Dublin, Bates, Wintec, Saxon, Collegiate,

Kincade,Roma, Korsteel, Kool Coat, Effax/Effol, Harold Moore, Equerry, Stablemates, WM Faulks, Tubtrugs, Tyre Rubber, Equisafety,

Champion, Edward Goddard, Aerborn, KBF99 and Salmon.

Brands: Mark Todd Collection, Jumper’s Horse Line, Gatehouse,

Rodney Powell, Coolex, Saddlecraft, StableKit, Likit, Manfredi,

Zandona, Well Gel, Harcour, Exo-Glo and many more.

Minimum order value:

Carriage charges:

FOC over £100

Terms of payment:

Pro-forma or account

Delivery options:

Royal Mail post or carrier

Carriage charges:

Contact us for details, negotiable for established stores Free on orders over £250

Terms of payment: Invoices to be settled before the calendar month

following that invoice Delivery options:

Fast order dispatch within 24 hours, boasts a 95% success rate.

Secure online trade ordering?

Yes

Trilanco is the UK’s largest animal health and equine wholesaler and has won Trade Supplier of the Year Award twice. The company carries lines from the leading manufacturers across the world and has more than 10,000 products in its catalogue.

In addition to an extensive printed catalogue, Trilanco also has a network of ASMs covering the country, a fully functioning estore to allow the retailer to order online, and a friendly sales team ready to take orders and offer advice.

Minimum order value:

Secure online trade ordering?

n/a

Yes

Weatherbeeta is a supplier of some of the world’s most iconic equestrian brands. A full support package to maximize sales includes point of sale, training, promotions, extensive marketing campaigns in all major equestrian publications, stockist listings and new digital assets for e-commerce. An annual trade catalogue, plus a showroom is available for retail partners to view product ranges. Dedicated sales representatives are supported by an efficient customer service team. Our business to business website offers the benefits of online ordering, checking stock, tracking orders, obtaining documents, making payments and viewing your statement at your convenience.

WEFI offers a truly comprehensive choice of products. As well as stocking everything you need to kit out horse and rider from top to toe, the company carries an extensive range of supplements and horse care products, plus stable hardware, gifts and grooming kits. A strong combination of key brands and everyday essentials leaves WEFI well placed to serve the varied needs of the equestrian outlet, while the website enable retailers to order securely online. The company also has an extensive sales and customer support team ready to help and advise.

The choice of products offered across all price points, combined with the freedom to order stock in quantities to suit the individual retailer and an easily achievable carriage-paid limit, gives stockists the versatility they need in today’s challenging trading conditions.

Tel: +44 (0)1295 226900 Email: sales@weatherbeeta.com Web: www.weatherbeeta.com / www.dublinclothing.co.uk

Tel: +44 (0)1303 872277 Email: sales@wefi.co.uk Web: www.wefi.co.uk

18 Equestrian April 2015 Business www.ebmonthly.co.uk

Windowbox Limited

Youngs Animal Feeds

Brands:

Brands: Super Molichop, Sweet Meadow, Traditional Farm Feeds, Allen & Page, Baileys, Bedmax, British Horse Feeds, Cortaflex, Dengie,

Dodson and Horrell, Easibed, Glain Horse Feeds, Global Herbs,

Horsehage, NAF, Nedzbed, Red Mills, Spillers, Verdo, Wrightpak etc

IV Horse, 4 Horse, Greenwood, Elizabeth Greenwood, 4Dogs Only, Teviot, Fendale

Minimum order value:

No minimum order value

Carriage charges: £7.50 for orders under carriage paid limit of £150 Terms of payment:

30 days net of invoice

Delivery options: UPS 24 hour with tracking and text/email update

notifications option Secure online trade ordering?

Yes

Minimum order value:

All terms available on request

Carriage charges:

N/A

Terms of payment:

Available on request

Delivery options: Available on request Secure online trade ordering?

No

Windowbox Limited manufactures and distributes IV Horse and sub brands from its base in Aberdeenshire. Not strictly a wholesaler, Windowbox produces products and supplies under its own brand names only and with a wide range of product groups, retailers have a great range of good margin items to choose from. With a high proportion of unique and innovative items at affordable prices, with many manufactured in the UK, the brand has developed a strong brand loyalty from equestrian consumers throughout the world. This is enhanced by the high number of product awards the IV Horse brand has achieved over the years and the company’s interaction with consumers through national advertising, social media and the ongoing Stable labs programme.

In 2001 YAF merged with Dollin and Morris resulting in a single company with excellent combined experiences of both the manufacturing and distribution of animal feed. Young’s Animal Feeds wholesale all major brands of horse feed. A full range of pet, smallholder and small animal feeds and products is also available. YAF is proud to offer excellent customer service and retailer support. A monthly trade newsletter featuring special offers is available by email. Price list available on request. Please call or email for terms and delivery rates.

Tel: +44 (0)1888 544261 Email: info@4horse.co.uk / sales@4horse.co.uk Web: www.4horse.co.uk

Tel: +44 (0)1782 791209 Email: info@youngsanimalfeeds.co.uk Web: www.supermolichop.co.uk

Smart Casual.

Perfect for instant shine and condition

Made in the UK

to Designed in a t main that natural look

Easy scurf-free grooming from IV Horse. Naturally.

Browse the full range and find out more at

4horse.co.uk April 2015 www.ebmonthly.co.uk

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@ivhorse search “IV Horse”

19 Equestrian 12/03/2014 14:37:22 Business

paddock maintenance Martin Tasker from Humber Palmers provides a guide to spring paddock maintenance, so you can ensure your knowledge on the subject is up to scratch.

H

opefully by now spring has ‘sprung’ and horse owners are all thinking that they can relax and turn their horses and ponies out into paddocks and pastures which will provide abundant grazing through to autumn. But before they get too enthusiastic there a few important jobs that need considering in order to get the maximum benefit from grazing.

Rolling

Generally horse paddocks are put under tremendous pressure during the autumn and winter months, especially in areas where there have been long periods of rainfall, causing poaching and leaving paddocks requiring assistance to recover and provide grazing for the coming months.

Once the soil has dried out sufficiently for field work to commence, lightly roll any uneven ground to flatten out any out any wheel ruts caused by tractors or quad bikes, damage by hooves and push down any stones.

Harrowing is also extremely beneficial to remove dead grass and shallow rooted weeds and aerate the soil allowing moisture, light and plant nutrients to be taken up by the grass.

Fertiliser

It is also important at this time of the year to consider the fertility of the soil and the balance of nutrients as this can affect the health of the grass and the horse or pony.

Paddocks will need some fertiliser to encourage a good sward of

20 Equestrian April 2015 Business www.ebmonthly.co.uk

grass for the coming season.

Ideally soil analysis should be undertaken to determine the levels of nutrients that are required so that the appropriate fertiliser is used.

As the weather improves and the ground resumes a firmer surface under foot, fertilisers should be applied. It’s better to pick a milder day for the first application from mid March onwards, if required a further application can be made later in the growing season up until early September, depending on demand and stocking density.

Application can be undertaken through a standard fertiliser spreader, or by hand on smaller paddocks and allow up to ten days for the fertiliser to disappear into the soil before grazing.

It should be remembered that fertiliser can only benefit established grass – bare or poached areas will need reseeding and weeds will require control once they start to flourish.

With a variety of products on the market, choosing a reputable one is a good place to begin.

HumberPalmers Top Paddock is a unique nutritionally complete organic based fertiliser in an easy handled granular form, which contains the optimum balance of nutrients for most horse and pony pastures. Ingredients such as Nitrogen, Phosphate, Magnesium and Sodium all play an important part. Nitrogen is included at the moderate level of 10% in the ammonium form to produce steady growth of herbage low in nitrate and avoids the risk of lush grass that might contribute to laminitis. Balanced proportions

of Phosphate and Potash are also included to help the health of both plant and animal. Top Paddock contains Magnesium and Sodium which improves grass palatability and helps ensure more complete grazing of the paddocks. Calcium is another property that makes up part of the Top Paddock Formula, along with Sulphur.

Sulphur is included to assist in the uptake and conversion of the Nitrogen into true protein thereby maximising the feed value of the grass. Sulphur is also beneficial for hair cells, skin and hooves.

Nitrogen

It is important not to apply standard agricultural fertilisers which are usually Nitrate Nitrogen based as this is can produce rapid growth of lush grass that cannot be utilised efficiently and can cause laminitis or weight gain.

Nitrogen is important for grass growth, but must be used in the correct proportion with other nutrients.If closing some pastures for hay and haylage it should be noted that these crops remove large quantities of potassium from the soil and this nutrient should be added or replaced after crop off-take, if future quality growth and grazing are to be maintained.

Moss can be a problem in over-grazed paddocks, allowing ‘grass-weeds’ (plantains, daisy etc) to take over from the cultivated grasses, and could also be an indication of poor drainage and acidity. Your soil analysis will confirm if pH is low and lime required. Small paddocks are best

treated with bagged granulated lime which can be spread in a similar way to fertiliser.

Re-seeding

Should worn out paddocks need to be resown or bare patches require repairing, use a specialist horse grass seed mixture containing not only Perennial Ryegrass but also Timothy and Fescue, the addition of a herbs mix made up of items such as chicory, parsley, ribgrass, yarrow and sanfoin can be useful to improve palatability. Some mixtures may contain small quantities of clover but this will require careful management as it is a prominent source of nitrogen. Be sure to roll the seed into the soil surface for rapid seed establishment and animals should be kept out of reseeded areas until the grass is at least 6 inches long to allow for good root establishment.

Weed control

Annual spring control of weeds – thistles, docks, nettles etc – should be undertaken by spraying, paying particular attention to the dangerous weeds ragwort, mare’s tail and buttercups, whose presence could also indicate poor drainage and acidity problems.

During the early summer (May/ early June) grass plants will develop seed heads if paddocks are under-grazed, it is very important to ‘top’ paddocks before seed heads appear to encourage growth of new tillers.

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April 2015 www.ebmonthly.co.uk

Equestrian 21 Business

trade fair review

beta international

uncovered With the equestrian trade’s top UK fair over for another year we look back at the show to provide the facts and figures, plus the highs and lows of BETA International 2015.

A

lmost 300 exhibitors – one in four from overseas – showcased their finest brands and unveiled latest products in front of an audience of 4,599 discerning retailers (including 701 re-entries on separate days), from small independent stores to large multi-store shopping chains. BETA International organiser Claire Thomas reported plenty of positive feedback from both exhibitors and visitors. “This year’s trade fair has been an extremely successful experience for all companies involved,” she said. “We opened our doors with every square metre of commercial space sold and a vibrant range of special features and industry awards on offer.

“We are thrilled to hear that one of our first-time exhibitors in particular has managed to secure a deal with a large wholesaler for sole distributorship of its products.

22 Equestrian April 2015 Business www.ebmonthly.co.uk

Many others left the show with their order books full – that’s what BETA International is all about and why it remains the world’s number one trade exhibition for equestrian, country clothing,

“The level of orders were very pleasing, with several new accounts being opened” outdoor and pet products.”

“We had another great show at BETA this year,” says Sarah-Jane Fedarb, managing director at Finest Brands International. “The level of orders were very pleasing, with several new accounts being opened and we have some very promising leads to follow up. As usual we found that the quality of

the visitors to be very good. We launched the new Toggi clothing and footwear collections for AW15 and feedback from retailers was extremely positive, with several seeking me out to say how much they loved the collections! The reception to our new range of PAS015 certified hats and helmets and to our Evo-Flex Body protector was also exceptional – our factories in Cardiff are going to be extremely busy!”

It is not just brisk business on the stands that attracts visitors to BETA International; there is an ever broadening range of extras on offer, from talks on bitting, to CPD training for SQPs and all were met with success. This year Dragon’s Den star Deborah Meaden proved a real hit in The Charles Owen Learning Centre @ The Horse Demonstration & Seminar Arena, where she was interviewed about her “Common Sense Rules for

Business” and role as the British Equestrian Federation’s Hoof ambassador, and took part in a Q&A with the audience.

“I thoroughly enjoyed my visit to BETA International,” said Deborah.

“It was wonderful to see so many new products being launched on to the market and a great opportunity to chat with members of the equestrian industry. I was also able to share my passion for horse riding and encourage people to take it up through the Hoof initiative.”

Award winners

Excellence is always celebrated at BETA International and this year did not disappoint. The Innovation Awards attracted a record number of entries across ten categories.

This year’s judging panel was made up of Alex Colquhoun, chairman of British Eventing’s young rider selection committee, Sara Blackshaw, equine category manager for Countrywide Farmers, Sophie Webster, show rider and producer, and John Sommerville, a partner in North Yorkshire veterinary practice Rae Bean & Partners.

The winners were: Ariat Europe (Country Fashion & Footwear), The Herbal Horse + Pet (Feed & Supplements), Solar Technology International (General), Battles (Horsecare Equipment & (Horse) Clothing), Animology/ Pet Rebellion (Pet Products),

Kastel Denmark (Rider Clothing), Lorenzini Titanium (Rider Footwear & Chaps), Neue Schule (Saddlery & Tack), USG (Safety & Security) and Deerhunter (Technical Outdoor Clothing & Footwear).

Winner of the Best Large Stand award was Toggi/Champion, with the Best Small Stand title going to Stubbs England. SarahJane Fedarb from Finest brands International (Toggi/Champion) comments: “We were absolutely thrilled to have won the best stand award for Champion and Toggi.

This is wonderful recognition of the incredibly hard work that our entire team puts in each and every year; from our stand designers and builders, to our textile, footwear and headwear designers, to merchandisers, as well as the support and admin teams. There is no ‘I’ in Team and I’m delighted that this award recognises all the people who help to make it all happen and this is a powerful recognition of the hard work they put in each and every year.”

Lucy Stephens, of Jet Set Saddlery, and Gail Johnson, of Horse Bit Hire, were crowned Neue Schule Bitting Advisers of the Year in a national competition introduced for the first time last year by the company. The two winners were presented with their trophies and prizes by Deborah Meaden on the Neue Schule stand.

A different Angle Veteran equestrian trade stalwart Tiger Davies gives his personal take on this year’s show.

The BETA Trade Fair started in 1980, the brainchild of Anthony Wakeham. At last the trade had somewhere to show off its wares, although if my memory is right we had only about a dozen stands to start with, travelling around the country, until stopping at Sandown for several years, finally settling at the NEC as we know it today.

This year on entering the show, we were greeted with a happy welcome from the BETA staff, just what was needed to kick us off for what was going to be an excellent, enjoyable and prosperous trade fair. The stands were bright and welcoming, except for those hiding behind walls... what, I wondered, were they hiding, or are they so grand, it’s by invitation only, and keep out the riff-raff? Open planning shows the world what companies have to offer, catching the eye of passers by. This was very evident on the Equetech stand: brilliant display, with three salespeople working their socks off for the three days with great results.

So come on big boys, open you doors to one and all. One stand, Tredstep built a back wall so high, it took most of the light from its neighbour, Kanyon, who really suffered from being blocked out – perhaps a good discount for next year to make up for it?

The first day was manic, probably the best for years.

What did the customers want? Quite simply they wanted new products and good delivery. That evening

saw many exhibitors and their friends dancing the night away, which I heard was a great success. One of my old friends, and Equestrian Business columnist, Ken Lyndon-Dykes took the lifetime achievement award. It was a total surprise he said and was near to tears.

Monday was as usual, with those who had viewed coming back with their orders and taking advantage of the discounts on offer for the show days. The lecture section was taken over by Deborah Meaden, who I thought gave a brilliant talk on how to start up and run a business.

The fashion show drew the punters as usual; it was very enjoyable and noisy as ever but is it in need of a tweak? It seems to be getting tired – in the past we’ve had a famous eventer or two so how about a show jumper or even a hunt servant getting involved?

BETA food is always a talking point. As it’s so expensive!

Kanyon, for whom I work, had a coffee machine which went down well with customers – there’s nothing like a drink and a sit down.

All in all, it was a good show for most, although the large amount of first timers did look tired come the last day – it’s a tough world out there and I wish them luck. What I thought was best, was an influx of new young, mostly girls, starting as agents, all as keen as mustard and looking for top agencies, waiting for us oldies to pop our clogs...you’ve got a few years to wait m’dears as they say down here!

April 2015 www.ebmonthly.co.uk

Equestrian 23 Business

trade fair review

Master Saddlers

This year’s BETA International saw young and talented apprentices and trainees competing for the top awards in the Society of Master Saddlers’ competitions throughout the three days.

Always a major feature of BETA International, the competitions draw a lot of interest, with visitors able to see quality craftsmanship in the making as the students work at their stations in the Saddlery Pavilion.

Once again the prize money was kindly donated by The Worshipful Company of Saddlers.

Said Hazel Morley of the Society of Master Saddlers: “The competitions we run at BETA International are a fabulous shop window for the youngsters who take part.

“The Trade Fair allows them to demonstrate their skills to the equestrian industry, and we really appreciate the opportunity to show the trade how lucky we are to have the best saddlery training facilities in the world.”

The apprentices and students taking part made pelham roundings on the Sunday, a lead rein with butterfly attachment Competitors in the lead rein with butterly attachment class

24 Equestrian April 2015 Business www.ebmonthly.co.uk

on the Monday and an Irish Martingale on the Tuesday.

On the Sunday competitors included Julia Balfour of Chobham Rider, Victoria Barnett of Bearhouse Saddlery, George Hills of The Saddleman and Tanya Baldwin of The King’s Troop RHA. The winning prize of £150 went to Tanya with Julia claiming the £100 second prize after judges Master Saddlers’ Frances Kelly and Roger Coates had made their deliberations.

“The first day was manic, probably the best for years” Said Tanya: “It is always great to win and I am just delighted the judges could see the attention to detail I had tried to achieve.”

On the Monday, second year Capel Manor College students Lydia Newsome, Stephanie Rubbo, Corrin King and Imogen Arnold made a lead rein with butterfly attachment.

Judges Laurence Pearman and Issi Russell, both Master Saddlers, noted the excellent standard across all four entries but the

eventual winner was Corrin, repeating her 2014 victory when a first year student, with Lydia taking second place.

Said Corrin: “We had the opportunity to practice one lead rein and we all found it was stitching the buckle end which proved the most difficult task.

It was very exciting to take the winning prize.”

On the Tuesday, first year Capel Manor College students Charlotte Fuller and Chang Choi were joined

by Saddlery Training Centre apprentices Sam Davies-Thomas of Harley Equestrian and Peter Robinson of T&C Robinson, Lincs.

The four made an Irish Martingale judged by Chris Taylor and Louise Palmer and the top award went to Charlotte Fuller with Chang Choi claiming the runner-up award, a fantastic effort by both students.

Members and officials from The Society of Master Saddlers were on hand in the Saddlery Pavilion throughout BETA International to answer questions and offer advice about the various courses available and benefits of being a member.

Said Hazel Morley of the Society of Master Saddlers:

left to right, SMS President Peter Wilkes, winner Tanya Baldwin, second place Julia Balfour, SMS Chief Executive Hazel Morley

“The competitions at BETA International are a great way to introduce visitors to the skills being taught to our younger generation of craftsmen and women and as ever proved popular with visitors over the three days. We are really proud to be able to showcase our work as a society.”

Diary Date BETA International 2016 will take place at the NEC, Birmingham, from January 24–26. For information about exhibiting at the show, contact James Palmer:+44 (0)1937 582111 or email jamesp@beta-int.com.

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April 2015 www.ebmonthly.co.uk

Equestrian 25 Business

competition clothing & equipment

best in

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For many riders, competing is absolutely key and wearing the best equipment is important. Equestrian Business looks at the latest competition clothing and equipment to hit the market and provides advice on how to ‘up-sell’ to make the most of the higher end, bespoke and luxury market.

A

s everyone knows fashions change all the time and although the roots of equestrian competition clothing are still very traditional, in recent years it has undergone somewhat of a revolution, with new materials, broadening colour and accessory options and better cuts and designs being introduced.

Liz Hayman, managing director and designer of British clothing label Equetech explains that fashion in the showing world has changed, but there are still some basic rules of colour to adhere to: “Just as casual wear is influenced by catwalk trends so has this filtered down to competition wear.

Equetech’s Hexatec Capped Sleeve Show Shirts

26 Equestrian April 2015 Business www.ebmonthly.co.uk

This season, the trends on the show circuit will definitely veer towards the Chocolate Brown tones. However, you are always best to match your jacket to your horse. Brown tweeds look fantastic with chestnuts and bays, but avoid them if you have a piebald, grey or black horse. Green tweeds tend to compliment these horses better.”

Show jumpers are just as style conscious as show riders, but with less traditional classes to constrain them, in recent years the products available have become more unique, offering a bespoke feel for off the peg items. A case in point is the huge variety of helmets available in colours, textures and embellishments that can make each rider feel like an individual style champion! Gemma Bates, design and marketing manager at John Whitaker International thinks that the style of dress has remained primarily traditional, however she adds: “The fabrics have become better and more technical, catering for a more informed generation. I would say that the designs and colours have become more daring and this has been reflected in our bestselling boots the Livorno Croc Top.” Everything from helmets, to boots, to stock shirts are now available in a myriad of colours and styles that used to be a bespoke options only, so has this reduced the demand

for bespoke items? Gemma responds: “I don’t think bespoke or personalising items is as popular as it once was. I think this is because there has been a massive rise in prestige brands, particularly with the younger generation and to have a John Whitaker branded show jacket or breech is enough.”

On the other hand, Liz doesn’t rule it out entirely: “I think riders are still looking for the individual touch to their wardrobe and our bespoke custom competition jackets and cross-country shirts, allow the customer to become the designer and ensure that they won’t bump into anyone else with the same garment! This trend is still popular but also as brands become more creative, so does off the peg choice broaden.”

Cool kids As well-priced premium brands and an ever-broadening range of finishes and embellishments is made available, young riders and children are almost spoilt for choice. Where once the competition uniform of jodhpur boots, cream jodhpurs, shirt, PC tie and jacket ruled the rings, now children can buy mini versions of the grown up clothing – helping them to emulate their heroes.

The John Whitaker range has capitalized on this trend as any young rider would love to be like a Whitaker and the range includes items that look just like the ones worn by their heroes. Gemma says: “I think all young riders aspire to be professionals and we are

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Business

competition clothing & equipment catering for this with our latest children’s range which tries not to patronise our younger riders with cutesy designs, but instead are mini versions of our adult range, for example our new JW Horbury breeches are available in men’s, ladies and children’s but the design remains the same. With long boots we have released an Italian range that covers adults and children’s sizes.” Although children are still fairly confined to traditional clothes

“I think all young riders aspire to be professionals” in showing classes, the range of items seen in the show jumping arena is mindboggling! Young riders can wear slim fit long boots, full seat breeches and glittery stock shirts for a fun look that puts a twist on the adult garb.

Liz agrees that children want to emulate the look of older riders and her experience as the mother of an eight-year-old girl means she knows this first hand: “My daughter, just like her peers,

up-selling The market for competition clothing covers the range of prices but there are ways to persuade customers to buy the premium brands, as Liz Hayman from Equetech explains.

“It’s about clever merchandising in-store as well as discussion with the customer. Displaying premium brands as premium brands is key. Displaying them all crumpled up on a rail in a miss-match of styles and sizes, won’t ever encourage anyone to spend top dollar, so make sure you make their shopping experience a good and easy one! We position ourselves as a competitively priced brand with influence from the catwalk and representing great value for money and quality, so in terms of persuading customers to buy our brand this is how we would sell it in!”

28 Equestrian April 2015 Business www.ebmonthly.co.uk

sees adult riding clothing styles and wants to emulate them. As a forward thinking brand, we have been slowly introducing garments to reflect this each season including the Junior Ellipse Jacket which is a child’s version of our technical adults jacket and proving very popular.”

Equetech Kenton Deluxe Tweed Riding Jacket

Technical sports clothing

Alongside more unique designs, the material used in competition clothing has changed dramatically.

Gemma mentions softshell jackets as the item of competition clothing that has really caught her eye in the equestrian traden recent years: “The softshell show jackets have been massive through the equestrian industry over the last five years,” she says. “The rise of the technical fabric has happened and the wool show jackets are wanted less and less!”

Liz also picks out a material as one of the most significant changes in recent years: “We have incorporated the most advanced fabric technology into our ranges. For example our Hexatec Show Shirts features Coolmax technology, which helps keep the rider fresh all day as well as breathable and stretchy, it also has extremely good wicking and quickdrying properties.” Materials that help regulate body temperature and that allow plenty of movement and stretch are very popular as riders, like any athletes, need to react and move unrestricted.

Product development

For many brands, the development of products not only follows general fashion trends but is also directly influenced by retailers and customers. “We have a number of new items which have been produced directly on the request of our resellers,” says Gemma. “We listen to our customers and if they identify a need we will try our best to fulfill it!” Liz agrees and says that Equetech has developed products in a similar way: “Sometimes our retailers will feed back customers comments or when we are at shows we might get suggestions from customers which we may use to ‘adapt’ or ‘incorporate’ into any new designs we are working on.

Customer feed back is important for any brand and even more important to listen to!” Diligent market research and listening to what customers actually want is important for any brand – and

keeping an eye on competition clothing trends ensures that manufacturers can stay ahead of demand. Liz says: “We do our research on the market very carefully, so we tend to be able to anticipate what items are going to be popular with the end consumer and ensure we have plenty of stock, however last season our tweed range sold well beyond our expectations. We knew it was a cracker but not quite of that level of popularity!”

Take a look around your options for show equipment to see if you have the right balance of modern materials, individual and ‘bespoke’ designs and tradition. For the show ring, it is a fine balance to walk as judges favour traditional products, so things like traditional tweeds with added stretch, or cream breeches that wick away sweat will be popular, but patent boots and crystal-embellished helmets less so. The world of show jumping allows for a broader range of products that are certainly eye-catching, so make the most of those on offer.

“The fabrics have become better and more technical, catering for a more informed generation”

These john Whitaker boots are part of the trend for children to dress like their equestrian idols

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Equestrian 29 Business

speciality sports

Could you target the polocrosse market?

Products for all Although the majority of UK riders and horse owners ride purely for pleasure, there is still large sector that competes – and not just in the classic eventing sports.

Speciality sports are an important sector in the UK market and may be worth targeting, especially if you notice a rise in popularity in your area.

A

Accessories include driving bits

Tuffa’s endurance boots

30 Equestrian April 2015 Business www.ebmonthly.co.uk

f you’re looking to inject a fresh element into your stock then try looking at a sector you haven’t yet catered for. Targeting a speciality sport could be a way of expanding your customer base and if you can find some space in your store then why not give it a go. Polo, polocrosse, driving and Western riding all have their own unique products and styles and by working with suppliers you can try some of these items out. Look around at local events and clubs to see what is important in your area – is there an equestrian centre that specializes in polo lessons, or maybe there’s a driving club with numbers booming? Attend these events and consider advertising in newsletters and schedules to promote products that you have in store.

The specialist nature of polo could be off putting but there are ways to integrate the sport into your stock offering quite easily.

Clearly polo shirts are the original specialist-sport-gone-mainstream item, but you could promote the heritage of this common T-shirt by pairing it on display with some polo style boots – The Spanish Boot Company and Tuffa both do a polo style boot that could appeal to more mainstream riders equally. In fact, in some cases it is the footwear that differs for sports – take racing for instance where a speciality boot is required.

It is these boots that open up your options and it is worth considering trying some racing boots in stock.

Although the racing hubs of Newmarket, Lambourn and so on dominate the racing sector, the sport is much broader with point-

to-points operating all over the country and pony racing rising in popularity too. As usual the advice is to know your area – if you are in a big point-to pointing area then it may be worth promoting new stock to target this sector.

Polocrosse is an interesting case to consider as it is increasingly popular and is now tied in with Pony Clubs, encouraging fresh blood into the sport.

Michelle Girling from Tuffa says: “Polocrosse seems to be booming in little pockets around the country and the riders are often younger and have a lower budget than say polo players, so our well-priced Polo Royale boots really appeal to polocrosse players. The boots are made very well and have a rubber non-slip sole but are lower in price than the Argentinian boots.” A product

Driving Fiona Bonney from Zilco Europe takes driving as a case study and explains why this is a sector worth looking at and how retailers can get involved.

Western riding involves plenty of specialist equipment

like this could be a way into this specialist market. Another boot that provides a good entry point to a specialist market is the Tuffa Endurance Riding Trainers.

Michelle says: “This is a trainerlike boot which has a front zip and good arch support making it good for people with problem feet and also good for people who have to run a lot, which happens in Endurance.”

Western riding is often all about style and the sport is full of passionate people that don’t always want to import their

“Polocrosse seems to be booming in little pockets around the country” equipment from America. Some manufacturers already include Western products in their range – for instance PolyPads makes a Western Saddle pad that fits the larger dimensions of the Western saddle.

“The number of participants taking up driving has been growing steadily over many years and it is now much more accessible than in the past.

There are many reasons for this, but one of the defining characteristics of driving is its very widespread appeal to all ages and physical abilities.

That means that it can be enjoyed by a wider range of people than riding ever can.

The age of drivers ranges from eight to eighties and driving requires the same level of horsemanship as riding, but without the physical demands of climbing aboard! It is also more of a team activity, enabling families or groups of friends to participate. Many outgrown ponies have found a new career in harness, and even the smallest Shetland is capable of competing on more level terms with larger more athletic animals.

“Driving encompasses many different types of activity.

At one end of the scale there are highly competitive performance based sports such as driving trials. At the other end of the scale there are many activities based around social driving for pleasure, with many choices in between, with something to appeal to all levels of driving.

“From a retailers point of view, it is worth nurturing the local driving clientele. They all need the same products for horse equipment and consumables; driving requires numerous accessories, such as whips, aprons, bits, helmets, body protectors and gloves.

The specialist part of the turnout is the harness but with the support of a good knowledgeable supplier, this should not be daunting. The customers themselves usually have a good understanding of what they require, and are usually pleased to be able to source requirements from their local store, given the choice. Being able to supply specialist equipment brings in

extra revenue in addition to the regular supplies that all horse owners need.”

Fiona Bonney is European director of Zilco, a specialist manufacturer and wholesaler supplying the European market.

Fiona’s particular area of expertise is in harness design and manufacture, backed up by over 30 years of industry experience in this highly specialised market. “It is a huge market in Europe, and the UK has shown steady growth year on year as driving becomes more easily accessible to a wide range of ages and abilities.” Zilco is a long established international company, supplying specialist equipment for driving, racing and endurance worldwide.

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April 2015 www.ebmonthly.co.uk

Equestrian 31 Business

ken lyndon-dykes

a lifetime of achievement

Normally this would be Ken’s column but he was reluctant – in fact refused – to write about his BETA Lifetime Achievement Award fearing it would be perceived as boasting and self-centred. Thus the honour falls to Pat Crawford.

Ken hadn’t been to a BETA dinner for quite a while but this year he gave some demonstrations at the show on behalf of the Society of Master Saddlers and, as a result, he was invited to the dinner. Commenting he said: “It was wonderful relaxing and chatting to so many people I hadn’t seen for a long time – and I was absolutely delighted to be seated next to my old friend Antony Wakeham for whom I have so much admiration.”

Then came the awards.

Ken knew quite a few of the recipients – people he respected and admired. Award after award was presented until only a beautiful bronze of a racehorse remained on the table and Ken, like all the other diners, wondered who would receive such a wonderful commemoration. When the final citation began he said he was shocked when he recognised Phillip Ghazala was talking about him! “A lot of people were looking at me, calling my name and shouting. Of course it was exciting – I hadn’t in my wildest dreams imagined anything like it and to my chagrin, emotion took over and I burst into tears!”

Pouring down his face – dripping

With Jane HoldernessRoddam CBE

32 Equestrian April 2015 Business www.ebmonthly.co.uk

onto his DJ – he said he felt ‘an absolute twat’. It was obvious he had no preconception of the honour about to be bestowed.

The citation was like a potted life history. How, as a result of a bird strike, Ken suffered a serious crash when he was competing in the 1971 British Air Race. How he woke up in hospital to be told he had crushed his spine and would be confined to a wheelchair – possibly for the rest of his life.

The story continued: how, having been a high-flying executive earning mega bucks in the publishing industry, he was without a job, without money and unable to walk. Musing, worrying – ‘close to despair’ he said (but we all know he never gives up!) Ken came up with the idea of selling saddles by mail order. Those who can look back that far will recall that selling saddles by post was ‘normal’ at the time and the citation mentioned how, later on, Ken was horrified! But ignorance is bliss and the business flourished.

On and on – a record of the life of a remarkable man. “It was,” he said, “rather like drowning, all my life flashed before me, and before the 500 guests at the dinner too!” It would be a lie to say that Ken is not proud of

some of his achievements…his part in helping to set up BETA with Harold Knight under the guidance of Antony Wakeham… his eventing successes…building his business to incorporate 50 shops and ‘shops within shops’. But, perhaps above all, his lifetime’s interest in, and dedication to, saddles and saddle fitting.

Recalling with a repeat of some of the emotion he experienced at the award ceremony, Ken commented: “When I was eventing I received some classy awards and the same when I was shooting in the British team and, of course, one accolade that gave me immense pleasure was winning the British Air Race in 1970. But nothing, nothing, nothing compared with being presented with the BETA LIFETIME ACHIEVEMENT AWARD!”

Comments from supporters Ken insisted on paying his own tribute: “My dear, dear, dear friends and colleagues, so many of you have made enormous contributions to our industry and

With Antony Wakeham MBE

I am honoured and humbled to have been selected to receive an award we should be sharing!

I thank you for your kind and generous comments. There is nothing – absolutely nothing – I can say that could convey my appreciation. I thank you from the bottom of my heart.”

Antony Wakeham MBE: “Ken was a member of the BETA Council from the earliest days. He played an active part in BETA over the years. Perhaps his greatest contribution was to prevent BETA being hijacked by a dissident group of members (all of whom have long since left the trade) in the early 1980s. His support in Council ensured that BETA continued as an independent organisation representing the whole equestrian trade. That alone justifies his nomination. His business success over the years speaks for itself.”

Phil Duff: “It is without hesitation that I support and recommend Ken Lyndon-Dykes as a worthy candidate to receive the BETA Lifetime Achievement Award.

I first met Ken in 1984, when I became aware of the work

ken lyndon-dykes

KEN LYNDON-DYKES

Ken was overwhelmed to receive his award

“It was rather like drowning, all my life flashed before me” being done by the Association, he was very much part of the action then and has remained so over the past 30 years. Ken has served on Council, BETA Trade Fairs and many of the sub-committees giving up so much of his time to support the aims of the Association and to encourage its Members to excel.”

Rupert Fairfax, Fairfax Saddles: “I thoroughly endorse your proposing Ken Lyndon-Dykes for a Lifetime Achievement award.

It would be thoroughly deserved for his significant contributions to the British Saddlery Trade.”

Hazel Morley, Chief Executive, Society of Master Saddlers: Ken Lyndon Dykes is a very well respected member of the Society of Master Saddlers having been a member for over twenty five years. He was involved in the very early stages of the formulation of the Society’s saddle fitting courses giving of his huge depth of experience and knowledge and being very willing and happy to share this with those wishing to learn more about saddle fitting. Ken acted as a lecturer and assessor for a number of years and has also written an in depth book on the subject

of saddle fitting which is used on the Society’s course. Ken joined the Executive Committee in 2010 as a representative of the retail trade and has recently been elected as Junior Vice President of the Society in recognition of the work he has done for the Society. His articles written on many topics revolving around the saddlery trade have always been with the best interests of the industry at heart, encouraging people to work professionally and, just as importantly, working together.

His dedication to our industry is second to none and I feel he would be a very worthy recipient of the Lifetime Achievement Award.”

Mark Romain MBE, The Saddlery Training Centre Ltd: “I have known Ken for over twenty years and the majority of this time has been in connection with our work with The Society of Master Saddlers. He was very involved in the early days of the Qualified Saddle Fitting Qualification and course and was also one of the first lecturers and assessors.”

Patrick Keane, Patrick Saddlery: “Thoroughly support Ken’s nomination to receive The BETA Lifetime Achievement award.

“Ken’s knowledge of the trade from both the manufacturing and saddle fitting side is legendary and this would be

a well-deserved honour to recognise his commitment to the trade.”

Charles Tassell, Farmer and business premises landlord: “I am really pleased to be able to endorse this nomination. Ken has run Saddleworld from our rural business location for the past twelve years. In all this time Ken has demonstrated immense professionalism in the way he runs his business, both in regard to his many, many customers and the saddle fitters whom he employs.”

John Smart, ex-Household Cavalry, Accredited Trainer, published author, Badminton prize winner, ex-international show jumper: “I have known Ken for over forty years. I first met him when he was recuperating from a very serious accident and was utilising riding to help his progress from being wheelchair bound to actively back on his feet. At that time he was relatively inexperienced but I had the pleasure of helping him to progress to internationallevel eventing. He was determined and applied himself wholeheartedly despite having days when he was in great pain.

Ken was amongst the very few people who, many years’ ago, perceived the importance of

❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker. equipping the horse with a wellfitting saddle.”

Pat Crawford, Pat Crawford and Associates: “Ken Lyndon Dykes has spent a lifetime in the equestrian industry – most specifically related to saddles and saddle fitting. The research he has undertaken in relation to this subject benefits horse owners and riders, the saddlery-related industry – and most specifically – horses and ponies.

“Ken’s loyalty to colleagues and the industry in general is legendary and many, many people have benefited personally from his kindness, his wisdom and his ability to apply lateral thinking in all situations.

“Ken is a remarkable man who is always prepared to stand up and be counted: I have known Ken for 30 years and undertaken press and PR work for him for twenty-plus years. Ken is passionately committed to raising standards in relation to saddle fitting and his contributions and his commitment to training are outstanding.”

April 2015 www.ebmonthly.co.uk

Equestrian 33 Business

business advice

Ask the expert Do you have some burning business questions that you would like answered? Our Ask the Expert feature continues with EPOS solutions discussed and advice on visual merchandising. To ask your questions simply email editorial@ebmonthly.co.uk and we’ll find a trade or business expert to help.

Who is the expert?

Q A

jacyn heavens managing director epos now Epos Now started when Jacyn was a frustrated business owner looking to buy EPOS systems for his bar and couldn’t believe the prices he was quoted. In four years the company has grown from a standing start to the UK’s leading EPOS provider for independent retail and hospitality businesses in the UK. The cloud-based software allows customers to run it on any device, and is developed by an in-house team of 30 software developers. Epos Now prides itself on outstanding customer support and service.

Tel: +44 (0)8000 337336 www.eposnow.com

34 Equestrian April 2015 Business www.ebmonthly.co.uk

What is EPOS and what can it do to make my business more efficient?

jacyn heavens answers:

EPOS stands for electronic point of sale. It’s the generic term for digital tills. These can be as simple as tills that are little more than a sophisticated cash register replacement, to systems that can manage your stock, payroll and more.

Q A

How can EPOS help with stock control?

An EPOS system allows you to add stock and then track each item as it is sold. However, a good EPOS system will go much further than this and will be able to alert you when your inventory levels fall too low, automatically raise purchase orders to replenish your stock, and will allow you to do stock takes easily. Many of the businesses we talk to don’t think about just how much time they spend dealing with their stock, about how often they only realise they’re running low of an item when they’re about to sell the last one, and how they’ve struggled to identify theft. All of these issues can be solved with an EPOS system.

Q

As a small retailer I am unsure if I need EPOS – is it really necessary for a small independent retailer?

A

It’s often difficult to justify the initial outlay. However, it’s important not just to see this as a till system to process transactions.

The main benefit of EPOS is the power that the data can provide you. At the moment do you know exactly what your stock level is? How easy is it for you to find out what your best-sellers are, and do you know what the exact margin is on those items? Do you know if any of your staff are more successful at upselling than others? Do you know what margin you are making on each of your products? An EPOS system can help you manage all of this, saving you time and money elsewhere, which is vital for even a small independent retailer.

Q

We are opening a second shop but our first only has an old-fashioned till system.

What do we need to do to integrate both our shops?

A

Really this depends on quite how ‘old-fashioned’ your till system is. If it is an EPOS system it might be that your provider can upgrade its software so that it supports multiple locations. If this isn’t possible then you will need to upgrade to a provider that is cloud-based. Cloudbased software allows your two locations to send data back.

This allows you to update the products and manage sales from

a central location, without having to manually go to the individual systems to update them.

Q

I have a bricks-and-mortar shop as well as a trade stand I take to local shows – is EPOS suitable for the mobile trade stand?

A

There are many different options for mobile EPOS, with hundreds of different apps available for iPads and Android tablets. Some of these work better than others. The most important feature to check is that it will work without an internet connection.

Internet at trade events can be patchy, so you want to ensure you’ll be able to trade without it. Often the best advice is to use the same provider for both your permanent stores and your temporary locations. This will make transitioning between the two types of store easy for your staff as the system’s interface, layout and functions will be familiar; but it also ensures all of your sales data and reporting will be in one place so you don’t have to manually amalgamate your separate sales reports from each system.

Equestrian Retail Trade Panel Our Ask the Experts feature consults leading business experts on a variety of subjects, but of course by successfully running your own equestrian business, you’re an expert in your own right! As such, you can have your say.

Equestrian Business magazine invites you to become a part of our Equestrian Retail Trade panel.

This will involve you giving your views on subjects that we cover within the publication and online, plus reviewing products from equestrian manufacturers with a retailer’s hat on, rather than directly as a consumer.

This is your chance to have your say, get answers to questions you would really like to ask

manufacturers and to give your valuable feedback on the products you sell.

If you would like to get involved please email vanessa@ ebmonthly.co.uk, so you can join the ever-growing panel of retail experts. And don’t worry, it won’t take up lots of time. We will simply email you from time-to-time and your responses should not take up more than ten minutes or so of your time.

For more information contact: +44 (0)1953 850678 or email Vanessa@ebmonthly.co.uk

business advice

Who is the expert?

julia andrews managing director kate negus saddlery Julia Andrews is managing director of Kate Negus Saddlery and previously worked as a visual merchandiser for Marks & Spencer. She runs the BETA visual merchandising course, has worked with a leading saddlery on a large shop refit and regularly advises people on how best to display their products to maximise sales.

Julia attends many events with the Kate Negus trade stand and has experience in all aspects of running the business.

Tel: +44 (0)7801 150571 www.katenegus.com

Q

My shop is over two floors with the top floor containing the tack and clothing which always looks good and attractive, but the

ground floor is feed, tools and lotions and potions – how can I create attractive displays of these less than attractive products to impress customers when they first step through the door?

Julia Andrews answers

A

The important thing when your customer walks through the door is that they can get in through the door, so ensure that there is no clutter in the immediate area. Ideally, there should be no stock within a five metre zone around this area. This will allow the customer to negotiate the door and then come to a standstill to work out where they want to go.

❚ If space is available, it would be good to have a display ‘Hot Spot’ after the five metre clear zone.

This display area would feature the products that are on the first floor.

It should be changed every week and be relevant to the season. ❚ Due to the type of products on the ground floor, the ‘feel’ of this floor should be exceptionally neat and tidy and exceptionally dust free. ❚ To give a cohesive look across this ground floor with the type of products mentioned, the best shop fitting equipment to use is ‘supermarket’ type gondolas and shelving. This is because the

products are heavy and of varying sizes from small pots to large feed bags. ❚ At the front of your merchandising area have the leading brands of ‘vet and med’ products. This will give an authoritative display as the products in each brand will all have the same type of packaging. ❚ As you move through the ground floor, follow this up with stable equipment. It is important that with this area the displays are secure as some of the equipment is heavy. Keep the product types together – all shaving forks in one area and buckets in another for example. ❚ The feed section will then be towards the back of the store.

As the feed area is a ‘destination shop’ customers will find it.

As ‘Visual Merchandising’ is a visual process these can only be suggestions but hopefully will prove a good place to start.

send in your questions To put your questions to an expert simply email editorial@ebmonthly. co.uk. We will search out the best person to answer your question, so you can get the best advice.

April 2015 www.ebmonthly.co.uk

Equestrian 35 Business

What to stock for successful sales....

spring & summer rugs Whether it’s a best selling stock staple or an exciting new brand, we showcase some of the best lightweight turnout, stable and wicking rugs on the market this spring.

S

pring/summer rugs are some of the most collectable rugs for consumers as they are less heavy and unwieldy and easier to store than their winter cousins. This means that many horse owners have an extensive collection of lightweight summer sheets, turnout, coolers and fly rugs. As this is such a collectable market, eye-catching colours will really stand out here. John Whitaker’s blue and yellow rug is one of those that will jump out as a display piece and B Jenkinsons & Sons has designed a whole range of bright lightweight rugs under the branding of ‘Elicouture’.

Retailing around the £50 mark, these rugs are nice and bold and at such an attractive price point an owner may want to collect them all!

Of course there are plenty of discerning owners who prefer muted country tones to the bolder prints, and there’s still plenty to see this spring.

The Mark Todd Fleece Cooler combines a smart and tidy design with a useful cooling capability and Weatherbeeta’s classic range are still best sellers.

A rug worth looking at for those horses with sensitive skin is Herbb’s Body Hugger, a lightweight and stretchy 100% cotton rug that provides a great under rug with no rubbing points, or acts as an effective

bucas

Buzz-Off Rain Zebra The Buzz-Off Rain Zebra rain and fly sheet and has been updated for spring 2015. This hybrid rug with a full neck covers the horse from ears to tail and is shaped in a white, heat reflective, waterproof and breathable rip stop nylon. It protects the neck and back from the rain, while the zebra sides repel flying insects.

Sizes: 5’0–7’0 Colours: White/Zebra materials: Waterproof and breathable upper, Teflon outer Accessories: Buzz-Off Zebra fly mask RRP: £109

bucas

Freedom Turnout Spring

Bucas Freedom Turnout rugs are waterproof and breathable and give the horse freedom of movement, definitive comfort and total protection against the elements. They feature a rip-stop outer, one front fastening strap, secure cross surcingles and attachment points for leg straps. Bucas Freedom Turnout range offers exceptional value for money and thoughtful design plus the Cherry Pink and Hedge Green colours are new for 2015.

Available as Freedom Turnout or Freedom Turnout Full Neck.

Sizes: : Horse 125–165cm Colours: Navy, Cherry Pink, Hedge Green materials: Ripstop outer RRP: from £67.00 36 Equestrian April 2015 Business www.ebmonthly.co.uk

summer sheet. The Body Hugger is a pretty unique design as it features no buckles or straps which can irritate the skin, it just slips on and fits tight and at a retail price of less than £30 is sure to be popular.

Fly rugs are important at this time of year and summer is beginning early so it’s worth stocking up now. Bucas’s zebra design is still a talking point and now that it also combines a waterproof rain sheet it is a good multipurpose rug. For those customers who need a rug to survive rough treatment, recommend the Weatherbeeta Ripshield Plus – as its name

“Value for money is still key for customers” suggests the special cross hatch weave in the material minimises tears and helps the rug to last much more than just one season.

Value for money is still key for customers and any rugs that offer multipurpose uses – for instance layering – or that are particularly resilient will be popular and it is these points that are worth an ‘upsell’. To persuade customers to spend more extoll the virtues of versatility and durability for rugs so that customers have faith that they will get their money’s worth.

Lets Talk Products Herbb Natural Horse Rugs

Herbb Body Hugger The Herbb Body Hugger rug with its simple to use and clean design is a highly effective breathable layer for the horse and also benefits horses who have sensitive skin. It is a versatile and very good value rug that could be used as a summer sheet or an under rug.

Sizes: 5’0–7’0 Colours: Black, white, navy materials: 100% high quality cotton RRP: £29.99

B Jenkinson & Sons

Elicouture Chiltern Turnout Part of the excellent value Elicouture range, the Chiltern rug is a lightweight rug with no fill, so it is perfect for showery summer days.

The Swiss cotton lining helps keep the horse comfortable and the rug features double breast straps, shoulder gussets, neck fur, adjustable cross surcingles, rear leg straps and a tail guard.

Sizes: 5’0–7’3 Colours: Blue/Pink/Navy check materials: 600 denier waterproof, breathable, ripstop outer, cotton lining, no fill RRP: £47.75

B Jenkinson & Sons

Elicouture Quantock Lite

The newly launched range of fashionable Elicouture rugs come in eye-catching breathable, waterproof designs. The Quantock Lite is a well-shaped, lightweight turnout rug in a quirky patterned 600 denier waterproof, breathable, ripstop outer.It has a Swiss cotton lining, double breast straps, shoulder gussets, neck fur, adjustable cross surcingles and leg straps and a tail guard.

Sizes: 5’0–7’3 Colours: Bright spot materials: 600 denier waterproof, breathable, ripstop outer, 100g polyfill RRP: £51.95

B Jenkinson & Sons

Elicouture Penpont Lite This well-shaped, lightweight turnout rug is part of the new Elicouture range and features an attractive Turquoise/Navy/Red, 600 denier waterproof, breathable, ripstop outer. Perfect for summer with only100g polyfill, the rug features a soft Swiss cotton lining with double breast straps, shoulder gussets, neck fur, adjustable cross surcingles, rear leg straps and a tail guard.

Sizes: 5’0–7’3 Colours: Turquoise/Navy/Red materials: 600 denier waterproof, breathable, ripstop outer, 100g polyfill RRP: £51.95

westgate efi

JHL Lightweight Stable Rug

A versatile and practical stable rug with a 210 denier polyester outer fabric, 150g insulation layer and a nylon lining that polishes the coat during wear.

Features include twin breast fastenings, cross surcingles and fillet string.

Sizes: 5’6–7’0 Colours: Navy/burgundy or black/red RRP: £48.99 April 2015 www.ebmonthly.co.uk

Equestrian 37 Business

Lets Talk Products john whitaker international ltd

Thermo Manager Rug This simple and sophisticated rug helps to regulate the horse’s temperature in both cold and warm weather, making it perfect for all year use or as an additional layer. The classic navy outer features a micro-diamond quilt which creates pockets of warmth when needed, but also allows for cooler air to pass underneath. Twin cross belly surcingles ensure a snug fit, and the single chest

Sizes: 5’6–6’9 Colours: Navy/red materials: Micro-diamond quilt, fleece wither protection RRP: £70.00

john whitaker international ltd

Whitaker Lightweight Turnout Rug The new Whitaker rug collection by John Whitaker International incorporates striking blue and yellow colour combinations and features the new Whitaker crest logo. The tall shoulder gusset allows for greater freedom of movement for the horse and the material is showerproof and lightweight for spring and summer protection.

Sizes: 5’6–6’9 Colours: Yellow/navy/royal or red/navy/royal materials: 600 denier outer shell, 210 denier lining RRP: £80.00

westgate efi

Mark Todd Fleece Mesh Cooler This innovative cooler is cleverly designed to combine the airflow qualities of mesh, with the warmth and wicking properties of fleece. The lower sides of the rug are made from mesh fabric and shaped to allow air to circulate around those typical ‘hot spots’, while the upper fleece section wicks moisture away from the body and helps protect against chills.

Sizes: 5’6–7’0 Colours: Black/white or navy RRP: £38.99

pessoa

Rain and Fly Rug This best selling rug is perfect for those showery spring and summer days by combing the benefits of a lightweight turnout with a fly rug. The top part of the rug is made from 600D polyester, whilst the lower part is mesh to keep out flying insects. The rug features standard double buckle fastening, cross surcingles, anti-rub nylon lined shoulders and neck and offers UV protection.

Sizes: 5’6–7’0 Colours: Navy/White materials: Waterproof 600D Polyester top, 300g mesh lower section RRP: £59.99

thermatex

Thermatex SHRL Thermatex British made rugs are designed to wick moisture away through the fabric, leaving the horse warm, dry and comfortable; the perfect rug for use after exercise, during travel or as a stable rug. The Thermatex SHRL (lightweight) rug shares the same unbeatable ‘wicking’ qualities as the SHR (original). The distinctive quilted squares and the insulation layer of polypropylene has been removed creating the ideal cooler rug for spring and summer.

Sizes: 4’0–7’3 Colours: 22 materials: Wool/acrylic with cotton binding.Accessories: Tail guard RRP: from £106.00 38 Equestrian April 2015 Business www.ebmonthly.co.uk

Lets Talk Products weatherbeeta ltd

Freestyle 1200D Standard Neck Lite This top of the range rug features a strong 1200 Denier Polyester outer shell with no fill. It includes unique features all designed to achieve the best fit and freedom of movement. The full wrap tail flap is a two piece design to allow for tail movement and to wrap around the quarters. The cupped shoulder dart is shaped around the shoulder to allow natural movement.

Sizes: 5’0–7’3 Colours: New Crimson/Grey and New Navy/GreyWhite materials: 1200 Denier Oxford Polyester triple weave outer RRP: £94.99

weatherbeeta ltd

Genero 1200D Standard Neck Lite Strong WeatherBeeta quality and protection featuring a tough, waterproof and breathable 1200 Denier outer shell with Ripstop to help control and limit tears, and no fill perfect to keep horses cool and dry this spring. The WeatherBeeta Genero 1200D also features a standard neck and a 210 Denier Polyester lining to help keep the horse’s coat clean and shiny.

Sizes: 5’6–7’3 Colours: New Blue/Porcelain, New Navy/Hunter and Red/Navy materials: 1200 Denier Ripstop outer fabric RRP: £52.99

weatherbeeta ltd

Ripshield Plus Combo This innovative rug provides effective summer protection from insects and flies.

Soft, durable Ripstop polyester mesh outer features a cross hatch weave to help control and limit tears, making it a good choice for a rug wrecker. Full body protection is achieved with a combo neck and full wrap tail flap to protect the quarters.

Sizes: 4’0–7’3 Colours: White/Navy/Grey materials: Soft, durable Ripstop Polyester mesh outer RRP: £69.99

guardian equestrian

Fence Buster Guardian Equestrian electric fence turnout rugs are designed to stop horses breaking through electric fencing by instantly transferring the voltage from an electric fence directly through to the inside of the rug or neck cover when contact is made. The rug has been designed to allow layering of multiple rugs underneath, whilst still guaranteeing 100% effect from the electric fence every time.

Sizes: 5’0–7’0 Colours: Red/Grey, Burgundy/Grey materials: 1680d Teflon coated ballistic polyester outer, nylon 190t lining. Accessories: 150g liner, 420d stain resistant outer, 190t nylon lining RRP: £114.00

contacts: B Jenkinson & Sons

Herbb Natural Horse Rugs

Pessoa

Bucas

julia@herbb.co.uk www.herbb.co.uk

Thermatex

Guardian Equestrian

John Whitaker International

+44 (0)1924 454681

www.jenkinsonsequestrian.co.uk www.bucas.com +44 (0)8450 526782/+44 (0)8000 196468

www.guardianequestrian.com

+44 (0)1243 551580

+44 (0)1706 340500

www.johnwhitaker.com

+44 (0)1922 638094

www.gfsriding.co.uk

+44 (0)1239 614648

www.thermatex.co.uk

Weather Beeta Ltd +44 (0)1295 226900

www.weatherbeeta.co.uk

Coming next month....

For the first time, Let’s Talk Products will showcase grooming equipment, shampoos, conditioners, coat shine and so on. with so much that’s brand new to the market, we show the best of the products on offer. To get involved email

letstalkproducts@ebmonthly.co.uk

April 2015 www.ebmonthly.co.uk

Equestrian 39 Business

business matters

The show goes on

Mark Lumsdon-Taylor muses on the changing face of saddle sales and reveals his insights into making the most of a stand at a big event.

Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson a leading London accountancy firm undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.

“Always cooperate with the press – never turn an interview down!”

40 Equestrian April 2015 Business www.ebmonthly.co.uk

I have been told that it used to be commonplace for saddlery retailers to take to the road to make regular visits to clients. Armed with a comprehensive selection of their wares, including saddles, they would arrive by appointment – and they apparently did sufficient business to make the trips viable.

I guess there were two main reasons for this system being successful. Firstly, in those days equestrian retailers were much thinner on the ground. Secondly, there were fewer manufactures producing specifically for the equestrian industry and ranges were quite limited with little of the diversity, designs and colour choices available today. This limited the quantities and ranges the retailer needed to carry making travelling much easier.

I have learnt enough about saddles – and saddle fitting – to understand the importance of every saddle being fitted expertly by a qualified saddle fitter. Generally speaking this still involves the saddle fitter visiting the client. Armed with a selection of potentially suitable saddles specifically selected to comply with the needs of the horse and rider, he – or she, I am told there are a lot of very competent lady saddle fitters – can expect to spend a very considerable amount of time going through the fitting processes. Surely supplying and fitting saddles is one of the last bastions of individual, totally focused service?

Does it pay retailers to go on the road? Is it only worth travelling to big shows? Is there a point in attending smaller, local shows?

What about stands at the really big events – the huge events like Your Horse Live? Badminton?

Blenheim’s trade stands

Shopping at Your Horse Live Burghley? HOYS and the amazing Retail Village where visitors can shop for twelve hours? Some while back I undertook some research and it was quite apparent that experienced retailers with clear vision measure the bottom line in several ways: ❚ Immediate sales. ❚ Online sales resulting from the show. ❚ Production of a database relating to show customers. ❚ Development of customer loyalty. ❚ Quiz visitors to the stand and check their reactions to products. ❚ Opportunity to investigate competitors’ products. Check competitors’ innovations and marketing techniques.

Making the most of an opportunity

All the larger shows – and some of the smaller ones too – include interactive programmes. Be prepared to give demonstrations, take part in seminars or speak at conferences.

Consider sponsorship in relation to the show – but only sign up when the package offered represents good value.

Investigate competitors’ product knowledge and their ability to inform and advise clients.

Be aware of opportunities to do ‘deals’ with competitors. Be prepared to put business their way when it doesn’t fit into the business portfolio. Exchange ideas where appropriate.

Check out – in advance – which media will be represented at the show. Circulate press releases and other information – with relevant high quality images – well in advance of the show. Journalists don’t want ‘same old, same old’ so make certain they are being fed information about innovative products, celebrity clients, charityrelated sponsorship, et cetera.

Agree a time when celebrities can be photographed at the stand or elsewhere. Press interviews are like gold dust; always cooperate with the press – never turn an interview down!

Incentives can work but the publicity attached to one really big prize attracts far more punters than loads small ones!

Enjoy the show: try to get time off the stand to spectate – socialise in the evenings (but not so heavily that a nasty hangover results).

My riding experience is woefully limited – would that I had more time for greater involvement. I would like to be a horse owner but I would want to ride every day, school with a good trainer – and compete in dressage and jumping.

I have managed to attend a few shows and that is about it!

suppliers Directory To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each.

A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk

Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com

Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Horseware Ireland +353 42 9389000 www.horseware.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com

Dog Rocks +44 (0)1628 822 243 www.dogrocks.co.uk

Gain Horse Feeds +44 (0)7912 197000 www.gainhorsefeeds.co.uk

Horslyx +44 (0)16973 32592 www.horslyx.co.uk

Mirrors for Training +44 (0)1902 791207 www.mirrorsfortraining.co.uk

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

Durango +1 740-753-1951 www.DurangoBoot.com

Global Herbs +44 (0)1243 773363 www.globalherbs.co.uk

New Equine Wear Hucklesby Associates +44 (0)1172 303700 +44 (0)1362 696309 www.hucklesbyassociates.co.uk www.newequinewear.co.uk

Albedo100 UK Ltd +44 (0)113 3955266 www.albedo100.co.uk

Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com

Golly Galoshes +44 (0)7585 557775 www.gollygaloshes.com

Eazitools Equestrian +44 (0)1302 746077 www.eazitools.co.uk

Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

EQ Life Magazine +44 (0)1953 852946 ww.eqlife.co.uk

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk

Allen and Page +44 (0)1362 822900 www.allenandpage.com Andover Healthcare, Inc. +1 978 4650044 www.andoverhealthcare.com

Animal Health Company Equestrian Creative Network +44 (0)1787 476400 www.equinehealthandherbal.co.uk www.equestriancreativenetwork.com Equi-Ads B Jenkinson & Sons Ltd +44 (0)1738 567700 +44 (0)1924 454681 www.equiads.net www.elico.co.uk Equimat Baileys Horse Feeds +44 (0)1536 513456 +44 (0)1371 850247 www.equimat.co.uk wwwbaileyshorsefeeds.co.uk Bedmax Shavings +44 (0)1922 621676 www.bedmaxshavings.com

Equine Speedskip +44 (0)1989 769435 www.equinespeedskip.com

Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk

Equestrian Supplies +44 (0)1254 831645

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Champion + 44 (0)113 2707007 www.championhats.co.uk Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk EquiAmi Ltd +44 (0)1584 891049 www.equiami.com Equine Management +44 (0)1825 840002 www.equineman.com

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361 www.clarendon-equestrian.com www.equisafety.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk Harpley Equestrian +44 (0)115 9611537 info@harpleyequestrian.co.uk www.harpleyequestrian.co.uk

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk Kate Negus +44 (0)1249 740590 www.katenegus.com Keratex +44 (0)1373 827649 www.keratex.com Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

Haybar +44 (0)1723 882434 www.haybar.co.uk

Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk

Hemp Technology Ltd +44 (0)1986 835678 www.hemptechnology.co.uk

Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk

Hilton Herbs Ltd +44 (0)1460 270700 www.hiltonherbs.com

Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com

Holdsworth PR +44 (0)1903 892060 www.holdsworthpr.co.uk

Likit For orders Westgate EFI +44 (0)1303 872277 www.likit.com

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com

Littlemax +44 (0)1668 213467 www.littlemaxshavings.com

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net

LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk Parallax Plastics Ltd +44 (0)115 966 3836 www.parallaxplastics.co.uk Pellet Beds +44 (0)1789 761333 www.pelletbeds.com PelGar +44 (0)1420 80744 www pelgar.co.uk Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info PressPoint +44 (0)1953 851513 www.presspoint.co.uk Rima Exports +91 972 1504005 rimaexport@gmail.com Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com Stormsure +44 (0)3333 441500 www.stormsure.co.uk a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.

Tayberry + 44 (0) 2920 464606 www.tayberry.co.uk Toggi +44 (0)113 2707007 www.toggi.com Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk Vetericyn +353 91 796896 www.vetericyn.com Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 www.absorbine.co.uk www.saracen-horse-feeds.co.uk Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 www.wahl.co.uk www.seaquimequine.net Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Exo2 +44 (0)1335 372600 www.exo2.co.uk

Horsefair +44 (0)1264 811425 www.horsefair.co.uk

Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk

Clipper Sharp +44 (0)1823 681076 www.clippersharp.comt

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com

Horse First Ltd +44 (0)2830 848844 www.horsefirst.neta

www.sciencesupplements.co.uk Westgate Labs +44 (0)1670791994 Silvermoor www.westgatelabs.co.uk +44 (0)1665 602587

Cox Agri +44 (0)845 600 8081 www.coxagri.com

Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

Horse Health Trade +44 (0)2380 814360 www.horsehealthtrade.co.uk

Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com

Smart Grooming +44 (0)1823 681076

Worklite Ltd +44 (0)1279 418052 www.work-lite.com

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Your Gift Horse +44 (0)1454 510102 www.yourgifthorse.com a

Creative Equine Marketing Friendship Estates +44 (0)780 3728646 +44 (0)1302 700220 www.creativeequinemarketing.co.uk www.friendshipestates.co.uk

www.silvermoor.com

April 2015 www.ebmonthly.co.uk

Equestrian 41 Business

interview

5 minutes with...

John Burdon

from IV Horse Introduce your company please:

The brand IV Horse was created in 1996 by myself and my wife Anna Burdon, as we identified a need for well made, innovative products designed to function well in an equestrian environment. The name was a play on Roman numerals to represent all things ‘4 horse’ or ‘for horse’ and the strap line ‘horseplay redefined’ represented the style of the company – that working and being with horses should be enjoyable and fun for both horse and rider. The range started with a small number of key products like robust training equipment and rapidly developed to include the wide range of innovative, well designed and formulated products it does today and so remains the ‘People’s Champion’.

What was your career path prior to setting up IV Horse?

Prior to setting up IV Horse my career path was crazy paved – from retail management at WH Smith, to sound systems at outdoor events, including the odd spot of commentary, I ended up out on the road as a full blown salesman. After a spell as Sales and National Account Manager for a blue chip company supplying into the grocery trade, I spent a few years as Sales and Marketing Director for a Scottish bakery supplies company before dropping out of the rat race to set up a horse drawn holiday centre, whilst at the same time running a couple of car dealerships in Aberdeen. The horse drawn carriage business was probably one of the highlights, as we welcomed people from all over the world and introduced them to horses and the art of handling them. This was one of

Find us online...

the main reasons we migrated into equestrian product supply as we discovered a need for specific products not readily available on the market. The addition of an agency with the original Cottage Craft via old friend David Hutchinson (now retired from Matchmakers) from my grocery days was a great introduction to the equestrian retail trade.

How has the equestrian industry changed over your career?

Superficially, the industry has changed beyond all recognition with many new companies introducing new products and technological innovation sometimes I think, just for the sake of it. However, at the core are still many dedicated horse owners, close to nature and who have a real understanding and care greatly for their horses and they deserve the best products we can supply.

What new products or areas of the industry have caught your eye recently and why?

New fabrics with innovative properties, such as the new patented Comfort Temp we are currently working with for rider clothing and horse wear. Designed to regulate temperature by storing heat and releasing when needed we think this will be a real innovation for the market place.

Camera technology is certainly one to keep an eye on and safety wear such as air jackets seem to be rising in popularity.

What are your top tips for business growth?

Ensure your business remains customer facing, is design not production led and keep a tight rein on credit control.

John Burdon What has been the secret to your company’s success?

Identifying and satisfying consumer needs, plus innovation and excellent customer service.

We always ensure our products surpass expectations.

What is uniquely different about your company?

We’re not in your face, but we like to be in your tack room...

What are the three most important character traits for someone running a business to have?

Honesty, focus and tenacity.

Where do you see your business in the next ten years?

From a brand point of view, with at least one product in everybody’s tack room and recognised as the brand to go to by both consumers and retailers.

Actually, I’ll be 71 by then... so maybe the business might be run by someone else with me causing havoc in the background...

What are you most proud of about your company?

The many Brand fans amongst consumers (and some retail-

Equestrian Business is growing, so to find out more, access news as it happens or discover how you can get your brand in front of thousands of key decisions makers thanks to our website, visit www.ebmonthly.co.uk. Trade account holders access the full site content, including online versions of the magazine. To find out more email enquiries@ebmonthly.co.uk.

42 Equestrian April 2015 Business www.ebmonthly.co.uk

Quickfire questions: Describe yourself in three words: I would say ‘I am JB’, but colleagues tell me ‘intuitive, honest and humorous’ How do you relax at the end of the day?

Mingle with the dogs and horses and practice Yoga, (but not all at once).

I’m working up to regular riding again after a brush with illness.

What is your dream car?

Something open topped, or maybe one that runs on fresh air.

If you could only eat one meal for the rest of your life what would it be?

A very very big one if it has to last a lifetime, otherwise stew and dumplings.

Who is your hero and why?

Count Arthur Strong for his self belief – although for role models I have three: Titus Salt, Joseph Rowntree and George Walker. All three are great social reformers and philanthropists, with a good commercial understanding, even if Joseph Rowntree nearly went bust putting his fellow man first.

If you could do any other job in the world what would you do?

A comedy writer or a charity fund raiser.

Fast Fibre® – suitable for laminitics

Fast Fibre® ➤ Low calorie, barley and molasses free, low starch and low sugar* ➤ Ideal for older horses and ponies, and those with poor teeth ➤ May be fed as a partial or complete hay replacement ➤ Super fast soak, in just 30 – 60 seconds ➤ Includes linseed for a glossy coat

For friendly and helpful advice, contact our award-winning nutrition helpline today 01362 822 902, email helpline@allenandpage.co.uk Quote Ad Reference: 4 laminitics

* When compared to traditional diets with comparative energy levels

www.allenandpage.com

April 2015 www.ebmonthly.co.uk

Equestrian 43 Business

THE PROFESSIONAL SADDLE Crafted entirely from a soft yet hardwearing calfskin leather which moulds perfectly to the horse, this saddle is perfect for any competing rider and doesn’t need breaking in before use.

Injection moulded Nylon tree

Personalisable cantle plaque

with Lifetime Guarantee

High tree points

Shock Absorbing Latex Under Panel

with memory foam flocking

Calfskin knee rolls

2 Year Warranty

against leather defects

Full grain calfskin leather sadddle

Contrast stitched design and bevelled JW diamond logo CODE

JWS026

COLOUR SIZE

BLACK OR LIGHT HAVANA 17, 17.5, 18”, NARROW, MEDIUM, WIDE, X-WIDE

RRP

£1390 To become a stockist visit

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