Page 1


EQUESTRIAN october 2013 Issue 138

Rider Safety Body protectors & air jackets Page 36

Responsible worming Christmas is coming‌ Winter feeding

Bringing buyers & suppliers together

Autumn Winter 2013 Collection TEL: +44 (0) 115 942 4265



Equestrian Business Monthly | October 2013





Spectacular success for Spoga



Christmas is coming…

Body protectors and air vests

30 TEA BREAK Five minutes with…


Seasonal shifts in sales

Will I’Anson

Research and development



Mike Potter discusses tough decisions

32 HEALTHCARE Responsible worming

Pick of the industry’s products


The Equestrian Wholesalers of Excellence…

…are you one of our stockists?




No minimum order value | £150 carriage paid (ex. Rubber matting) | Next day delivery available | Well stocked warehouse

Editor: Vanessa Britton

Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946

Design: Phil Wells Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 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 Monthly 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.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

October 2013 | Equestrian Business Monthly



* Bulking up – Feeding for weight gain * Beating Boredom – licks, treats and toys * Hi Viz – fluorescent and reflective wear for horse, rider and pets * Retail Insurance


* Golden oldies – veteran care & management * Saddle up – riding and training equipment for the horse * Non-prescription healthcare * New season, new business trends


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

Speedi-Beet team day


ritish Horse Feeds, the makers of Speedi-Beet and Fibre-Beet, recently invited their team of sponsored riders to their headquarters in Masham, North Yorkshire. The ‘Speedi-Beet Team’ travelled from all over the country for the meet up and were greeted by staff at the mill, including Sales Director Will I’Anson, who is part of the fourth generation of the family owned business. A tour of the mill, which incorporates state of the art technology, gave the team a real

insight in to the production of Speedi-Beet, Fibre-Beet and numerous other feeds and straights which are processed by I’Anson Bro’s Ltd for the British Horse Feeds brand, Masham Micronized Feeds and many other feed companies. Said Will I’Anson: “We like to meet up with the team at least once a year so we can thank them for all of their hard work. It also gives us a good opportunity to update the team on new company developments and to listen to their valuable feedback on our products.”

Our media pack and a full list of features for 2013 is available. To get your hands on either of these, email: allison@ebmonthly. Furthermore, give us a call and see what we can do for you over the next 12 months.

From Left to Right –Martin Bielby, Will I’Anson, Charlotte Bird, Gail Bird, Kirsty Loveday, Stephanie Davies, Jennie Daniels, Eleanor Rycroft, Janet Rycroft, Paige Staff, Jodie McGregor, Rebecca Wright, Dr Tom Shurlock, Cathy Wright, Sandra Labrum and Liz Hesketh.

Forging ahead in farriery training


new era in farriery training is now ready to launch in November. There has been a period of uncertainty for all potential farriery apprentices, with new apprenticeships stopped following a critical Ofsted inspection of the National Farriery Training Agency in February. Now, after weeks of working with the main farriery organisations, three colleges - Herefordshire & Ludlow College, Myerscough College and Warwickshire College -


If you have some news you’d like to share email us at : or tweet @EBMonthly

Equestrian Business Monthly | October 2013

are preparing to take over full responsibility for delivering the apprenticeships. Speaking on behalf of the three colleges, Rob Dunn, Assistant Principal at Herefordshire & Ludlow College, said: “We are thrilled to have the opportunity to move into a new era of closer working relationships with Approved Training Farriers and their apprentices. We look forward to getting to know our partner employers and apprentices better, and together training world-leading farriers.”

‘Mac’ Johnston receives Blue Cross award at BEVA congress


he British Equine Veterinary Association (BEVA) Welfare Award 2013, sponsored by Blue Cross, has been presented to Professor AM ‘Mac’ Johnston in recognition of his long-standing commitment to mentoring and supporting vets working in the remote Scottish Highlands, helping to improve the welfare of horses in the region. The award, which was introduced by BEVA in conjunction with the leading pet charity in 2000, is a formal recognition of significant contributions made by veterinary surgeons and others to horse welfare. It was presented to Professor Johnston at the 52nd BEVA Annual Congress by Blue Cross Director of External Affairs, Steve Goody.

Hannah joins Dengie nutrition team


annah Atkins has joined the Dengie Horse Feeds nutrition team on a oneyear internship after gaining a degree in Sports Science (Equine and Human) from Warwickshire College. She has ridden since she was seven and is the proud owner of Vinny, a handsome Cob X with whom she has competed in affiliated showjumping. “I am really pleased to have been given the opportunity to work alongside the Dengie nutritionists,” said Hannah. “My interest has always been nutrition and this passion was reflected in my feed-based dissertation,

where I looked at the diets and related health problems of both performance and leisure horses.”

Hacked Off & Hoof It


fter successfully wholesaling for six years Gallopers UK Ltd (owner of the brands Hacked Off and Hoof It) is looking to expand its number of retailers throughout the UK. Popular fresh designs each season for all age ranges and budgets, make the brands desirable for the consumer and fast moving for retailers.

A new autumn and winter collection is now being delivered to retailers throughout the UK ready for Christmas sales. The company offers “attractive margins and excellent customer service whilst maintaining product quality.” If you would like more information about stocking Hacked Off and Hoof It products call Bex on 01427 787823 or email

Windowbox acquires IV Horse


indowbox Limited has announced its acquisition of equestrian manufacturer IV Horse and its stable of international brands, commencing trading immediately via the IV Horse, Jammyhorse, Four Seasons, For Dogs Only and (E)Greenwood product ranges. IV Horse and its product collection are well established in the market place. The acquisition will allow the brand to grow further over the coming months, whilst ensuring customers

continue to enjoy the brand’s trademark high levels of product quality and customer service. Although not legally permitted to release information during the acquisition period a spokesman stated that the IV Horse voice mail “had continued to be inundated with good wishes and messages from consumers and the trade, looking to obtain the range”. This continued high level of interest in IV Horse products contributed to Windowbox’s successful acquisition of IV Horse Ltd’s assets. Existing IV Horse stockists, plus those interested in stocking the range, are encouraged to get in touch for further information. Stockists with on-line shops where IV Horse lines are on sale can benefit from IV Horse’s unique on-line Portal selling system, where consumers are connected up with retailers via





Tel: 0113 270 7000 | October 2013 | Equestrian Business Monthly



Horses With Attitude sparkles


parkle World, the UK’s leading multi-character magazine for primary school girls, is making its first foray into the world of licensing, by teaming up with clothing brand Horses with Attitude to produce a range of customisable tops and bags for their readers. The exclusive range of t-shirts, hoodies and bags will be available from the magazine’s popular website and via Redan Publishing’s new

online store www.redanstore. All products will be heavily promoted in Redan’s best selling range of children’s magazines. HWA are also producing similar clothing lines for Redan’s popular character The Goblin Princess and older girls’ magazine Ponies & Co. HWA is best known for its equestrian fashion range of Messy Mare clothing and branching out into more mainstream fashion items for Redan is an exciting step for the company.

Horse & Country TV to launch in Sweden


orse & Country TV, is pleased to announce that it will be carried by Sweden’s largest cable network, Com Hem, from October. H&C TV CEO, Heather Killen, said: “This is a major development for Horse & Country TV as we increase our international presence and we are delighted that Com Hem have

recognised that there is a large and passionate audience for equestrian sports and country lifestyle in Sweden. We very much look forward to working with Com Hem to make the channel a success.” H&C TV is available in about 10.5 million homes in the UK and Ireland on the Sky platform and on cable across The Netherlands.

Insurer adds voice to resistance concerns


FU Mutual is adding its voice to concerns raised by the British Veterinary Association (BVA) about the increase in resistance to equine wormers. The insurer is concerned that increased resistance could lead to a rise in cases of colic in horses who have suffered damage as a result of worm infestation. It is also concerned that many owners may cling to the traditional interval worming plan in the belief that their insurance might not cover them if they are unable to prove that they have administered worming treatments on a regular basis. Susan Denny, who heads-up NFU Mutual’s Equine Claims Team says the insurer is already seeing evidence of the problem affecting its customers: “Recently, we have seen cases of colic where the horses have been wormed on a regular basis but have developed worm-related colic as a result


of tapeworm infestation.” Commenting on the problem, Jo Hope, Senior Equine Underwriter at NFU Mutual said: “Most equine insurance policies will require the owner to follow a regular worming programme and it is important that people check exactly what is and isn’t acceptable to their insurer.” “If a horse owner was able to prove that they had an effective worming plan in place, including faecal egg counts and the administration of wormers, where appropriate or necessary, that would fulfil their obligations under the terms and conditions of their NFU Mutual policy. “As an equine insurer, we are keen to work with the veterinary profession and horse owners to help tackle the worrying problem of resistance and we believe that an effective worming strategy, developed in conjunction with a vet and combined with good environmental management is the best way forward.”

Equestrian Business Monthly | October 2013

Neue Schule expert advisors


eue Schule is aiming to raise the profile of the professional bitting adviser by running a competition to find the Expert Bitting Adviser of the Year. Neue Schule is inviting riders to nominate the person who has best helped them choose the appropriate bit for their needs. Seeking an informed choice of the bit has traditionally played second fiddle to searching out the excellent and well-established advice given by saddle fitters. As Heather Hyde, founder of Neue Schule says: “To date this service within the equine industry has

been largely unrecognised and yet finding the most appropriate bit is as equally important as finding the right saddle. Apart from the rider’s aids the bit is the most crucial piece of kit we have when it comes to communication.” For further details of the competition visit

BEVA busy supporting industry


he past year has been one of the busiest in BEVA’s history. Not only has it been a frequent public voice for the industry on the headlinegrabbing horsemeat and anabolic steroid issues this spring but it has also been an industrious supporting body for members, introducing of a host of practical initiatives from discounted CPD, to advisory literature on best practice for clients. With two important equine-led stories making international front page news earlier this year, BEVA was called upon to advise and comment on the horsemeat scandal, closely followed by the British Horseracing Authority’s

investigation into the use of anabolic steroids in horseracing. In response to the former BEVA is now working closely with Defra to make existing passport regulations more workable and thus prevent unfit horsemeat entering the human food chain. In terms of the latter BEVA has laid the foundations for simplified guidance on the medication of competition horses. BEVA Chief executive, David Mountford, commented “BEVA staff and Council members have been busier than ever this year in working to improve the lot of equine vets and their patients. The results are evident and underpin the Association’s central position within the equine industry.”

Busy Year for SMS


t was an exciting start to the day for this year’s Society of Master Saddlers’ annual general meeting with a tour of The Household Cavalry Mounted Regiment before the serious business got underway. With the largest attendance in many years for the AGM, attendees were able to view the mounting and inspection

of The Queen’s Life Guard, followed by a tour of the barracks in Knightsbridge. With the aim of reaching new highs when it comes to awareness of the work carried out by the SMS, a busy calendar of events has been organised to benefit both members and horse owners over the last year. Chief Executive Hazel Morley said: “Everything from a ‘Business Seminar’ looking at litigation and complaints to a ‘Day Trip to Walsall’ has been held in what has been an exciting 12 months.” The AGM saw the appointment of Helen Dart of Bookham Saddlery as new President of the SMS with Peter Wilkes of Vale Brothers stepping into the Vice President’s role.


New packaging design


global supplier of cleaning, proofing and conditioning after-care treatments for clothing, footwear and gear has announced it is to undergo a major review of its packaging design as part of an integrated marketing campaign. Tim Wilson, Founder and Managing Director of Storm Waterproofing, said: “I tasked our in-house design

team with creating an identity for Storm that makes it stand out from competitors on the shelf. The bold use of colour and icons clearly highlight product features and benefits to assist shoppers to differentiate Storm products from others.” The Derbyshire brand currently sells into 35 different countries across the world.

Roger Gregory joins Blue Chip


he latest rider to join the Blue Chip sponsored riders team is dressage rider Roger Gregory. Roger has competed to Grand Prix level and runs Comanche Stables near Tenbury Wells. Roger’s top two horses are Comanche Wodan, who he has owned for 10 years and is now working at Grand Prix level, and Comanche Thopan, who Roger bought as an abused and mistreated 7 year old and is now also enjoying his Grand Prix work. Roger uses Blue Chip Pro, Blue Chip Original and Blue Chip Joint RLF and says “We started using Blue Chip products as we needed a balancer that contained good levels of Selenium and Vitamin E, after a blood test revealed a deficiency

in one of our horses that was very lethargic. The other issue we found before we used Blue Chip was that the horses struggled to keep weight on during the transition from summer to winter. Blue Chip Pro and Original help maintain the weight as well as keep the healthy glow of their coats.”



he Laminitis Consortium, the research body initiated by The Waltham Equine Studies Group, has published the results of four more laminitis associated research projects. The new work represents important progress in the Consortium’s mission to advance the understanding, prevention and management of laminitis. The four separate studies, two of which were funded by The Laminitis Trust,

have shed new light on: • The role that grass fructan may have in the development of laminitis • The important influence of water temperature when soaking hay to reduce the water-soluble carbohydrate (WSC) content. • A possible link between recurrent laminitis and reduced anti-inflammatory capacity. • The potential anti-inflammatory benefits of exercise.

Kitty King and Haygain team up


ased in Wiltshire, Kitty King is currently setting the eventing world alight with a brilliant season under her belt and has recently teamed up with Haygain hay steamers–a range of scientifically-proven forage steamers that eliminate respirable dust in hay and haylage. Said Kitty: “I started to use the Haygain this year after last year’s awful summer– the haylage we made was not of its’ usual quality.” “Top event riders understand the importance of providing good

quality forage for their horses,” said Brian Fillery, of Haygain.

Peter Kearon joins Trilanco

ThinLine sponsors Fred and Rowena Cook ony Philips and Sarah BrightPhillips who run ThinLine Global UK are delighted to announce the sponsorship of Fred and Rowena Cook of Equine Management and Training. “ThinLine is dedicated to enhancing the harmony and happiness shared between horse and rider whether it be for a competition

Laminitis consortium continues

pair or recreational enthusiasts,” says Sarah Bright-Phillips (of ThinLine Global UK). “Fred and Rowena’s dedication to the same ideals through conscientious, sympathetic and knowledgeable education of horse and rider makes Equine Management & Training a perfect ambassador for ThinLine.”


nimal health wholesaler, Trilanco, is pleased to announce the appointment of Peter Kearon as Business Development Manager. “We are delighted to add Peter to the team,” says Trilanco’s Managing Director, Martin Balmer. “His experience and expertise makes for an excellent fit with the business and we’re very pleased to have him on board.” Peter will be working closely with

Trilanco’s growing list of suppliers, sourcing new ranges and driving the company’s export business.

A BIG RANGE OF PRODUCTS FOR BIG RAT PROBLEMS. View our full range of baits at Available from...

Tel: +44 (0)1522 529206 Fax: +44 (0)1522 538960 Email: Website:

Leading the way in British pest control

October 2013 | Equestrian Business Monthly

Use rodenticides safely. Always read the label and product information before use. Roban contains 0.005% w/w difenacoum. Rodex contains 0.005% w/w bromadiolone.


Seasonal shifts in sales Feeding in winter presents more challenges to owners than feeding at other times of the year, with many horses being stabled for longer periods and grass being of lower nutritional quality.


ith so many feeds on the market you need to understand the benefits and application of the different types so you are able to answer customers’ queries knowledgeably and efficiently. “Whilst retailers can’t realistically be expected to have an extensive knowledge of all the feed ranges available, it is probably worth getting some ‘refresher’ training from those brands which you do stock,” says Jane Buchan of Baileys Horse Feeds. “A good basic understanding of the principles of equine nutrition is essential in order to give sound feeding advice to the customer. Asking questions is as important as answering them; before recommending a feed.” Philippa Gilmore, Dodson & Horrell National Sales Manager agrees: “The retailer needs to have a an understanding of horse nutrition and the requirements of feeding for the


winter months in relation to workload, temperament and management. These factors will determine if a high calorie ration or basic maintenance ration is required to support the horse through the winter,” she says. “With many owners looking for feeding solutions, it is ideal if the retailer has enough knowledge to provide a recommendation based on a feed’s purpose and ingredients, rather than solely on price or promotion,” says Allen & Page’s Marketing Manager Clara Baillie-Lane. Where a retailer is unsure of what advice to give, directing customers to a feed helpline or a manufacturer’s website is often a good option. Dr Tom Shurlock of British Horse Feeds thinks the single most relevant piece of knowledge would be the type and condition of forage the customer has access to. “Whether it is hay or haylage, bagged forage or even limited grazing, all has a bearing. Days are

Equestrian Business Monthly | October 2013

getting shorter, the temperature is dropping and the horse will spend less time feeding and at the same time, will need to increase his energy intake,” he says. “Understanding of the form and specification of the forage will then lead to an assessment of what is needed (if anything) to supplement the diet for the changing conditions over the winter months. Whether it leads to recommendations of hot mashes – which will help maintain core body temperature – or highly fermentable fibre sources, especially those that can be fed soaked and warm, or whether a branded high energy feed is required, all these recommendations, can be discussed once the basic questions on forage are sorted,” Dr Shurlock adds. Liz Reid of Saracen Horse Feeds feels that horse owners’ knowledge of the equine feed market is growing with the help of a plethora of resources available online and in print to help educate them. “However, in some cases owners may need the advisory services of a manufacturer or a retailer to nudge them in the right direction and encourage them to find a more suitable feed,” she says. “Due to tradition and influence in the market from advertising, owners often find themselves feeding a ration that may not actually be the most suitable product for the type of horse. The feed may not be providing them with the results they expect to see or even be providing them with a cost-effective ration,” adds Liz. “For a stockist to help a customer evaluate the need for a specific diet, i.e. a more specific ration than a basic cooling mix or pencil, the stockist should ensure that their staff are adequately trained in discussing the range of feeds that they

can supply. Staff should be able to explain the difference in products, identify what suits particular horses with particular behavioural, performance or veterinary requirements. It is also very important for stockists to be aware of the tools and resources at their disposal from feed manufacturers to help them develop their customer service.” In order to be able to offer customers the best level of service and advice, stockists and their staff must understand what makes different feeds unique and therefore suitable for a particular type of horse. Feed manufacturers will always provide training and will detail in their literature what ingredients they use and their strategies in terms of their formulations. Paying attention to the following information on feed bags/labels will help stockists to understand how formulations differ. A useful exercise would be to take two very different feeds and compare the information listed below – stockists will be surprised at the level of variation in some of their findings such as fibre and starch levels. Ingredients – what types and what processes are used (micronisation, steaming etc.) Cereals that are micronized are more digestible and therefore are more readily digested by the horse and less likely to end up undigested in the hindgut. ‘Super-fibre’ sources such as soya hulls, sugar beet shreds, beet pulp and alfalfa are highly digestible fibre sources that provide quality fibre in the feed and supply a good source of energy. Nutrient constitution (starch, protein, fibre levels) Know and ensure all staff know how to read and interpret

Ask, before advising The basic questions a stockist should always ask when assessing a customer’s requirement for an equine feed are: • Size, type, age & weight

• Temperament

• Body condition score

• How much forage is being fed (any issues with dentition, fussiness to long stem forage)

• Metabolic rate (good doer, poor doer) • Work load (light, moderate, hard) • Routine (stabled, 24 hour turnout)

• Pasture quality • Veterinary history (colic, ulcers, laminitis, cushing’s)

Feeding a name I can trust is vital, it can make all the difference in performance Sophie Wells MBE: Paralympic, World and European Gold Medallist


01832 737300



October 2013 | Equestrian Business Monthly


Winter Feeding

a feed label so that they can communicate effectively with customers and increase their shop’s level of customer service. Happy customers, especially when they have learnt something new, tell their friends, and they return to your shop! So what else can a retailer do to ensure they are stocking feeds on the shelf that their customers want or need? “The key here is to build knowledge of your area and your local market,” says Liz. “The more you know about your local market, the more of a knowledge resource you will become and the higher the level of service you will provide. This will in-turn add value to your customers’ experience of shopping with you, encouraging customer loyalty which will have an impact on your margins. It costs a lot more to attract new business than it does to retain current business! “Ask about your local pasture, hay, haylage quality in respect to the effect it has on feed requirements (poor quality forage will drive demand for feeds that provide highly digestible fibre sources to keep horses in optimum body condition). Ask your customers if they are finding


their horses are maintaining body condition given the forage/ pasture. If customers are feeding ad lib hay/haylage and turning horses out and they still look poor, you need to be able to pass on the benefits of a high fibre based conditioning diet and explain why the horse needs it. “Finally, one of the most important things to bear in mind is to rely on your feed manufacturers. Area Managers are a great resource. Book them to come in and train staff and provide literature that will help to educate them as well as your customers.”

Top trends “The trend lately, seems to be towards high fibre and forage-based feeds, over cereals,” says Chris Tar at Mark Westaway & Son. Jane agrees, saying “the trend remains very much towards fibre feeding and Baileys launched its own Fibre Range last October, rebranding and revamping key products from the, now defunct, Badminton Horse Feeds range. Through the last couple of long, hard winters, when forage quality has also been poor, these products

Equestrian Business Monthly | October 2013

have proved useful to improve the overall quality and quantity of the fibre being consumed. “In our experience, however, in many instances they simply don’t provide sufficient additional calories to maintain condition. This spring at Badminton Horse Trials we spent our time recommending Top Line Conditioning Cubes to horses who had dropped condition over the winter and were struggling to put it back on. Normally, at that time of year, we’d be discussing Lo-Cal balancer for the opposite problem! “This year, forage quality should be better and, whilst horse owners will no doubt continue to buy fibre products to put in their horses’ feed buckets, the reality is that chucking them an extra slice of hay will always be the most cost effective way of providing additional fibre.” What is often forgotten when giving fibre ‘feeds’ is that many do not contain a full balance of vitamins and minerals so these should be supplied in the form of a supplement, balancer or compound feed to ensure the horse or pony is not missing out. These essential nutrients support health, well-being and hoof growth so are required by both fat pony and fit hunter and a shortfall in the diet can be the underlying cause of a number of problems. There has been an increase in the understanding of respiratory problems and their association with not only dust but also pollen, microbes and fungal spores and toxins. “Winter feeding is increasingly associated with soaked forage, pellets or flakes and the introduction of forage replacers which are dust free and well sanitised,” says Dr Shurlock. “There is an increase in information of the potential use of adsorbents, anti-inflammatory

and anti-microbial herbal products to treat the symptoms and reduce the causative factors. However use of clean, soaked forage and fibre products are still the main thrust of winter feeding.” Liz feels that an important point to consider is the customer’s needs, and a clear trend in the equine market is the growing need for clear labelling and literature detailing the ingredients within a bag of feed. Consumers want to know exactly what they are feeding their horse and due to their growing knowledge of what should be fed to a horse, they are more likely to purchase feed that is supported by correct labelling and declaration of the nutritional composition of the feed. “The market has seen an increasing trend towards feeding haylage, however there is still a huge amount of misconception that you need to feed less haylage than you would hay due to the perception that haylage weighs more than hay and is higher in energy (calories). The truth is that you need to feed more haylage than hay to provide the same level of dry matter (fibre). Haylage weighs more due to an increased water content,” advises Liz. “In years gone by, feeding was often seen as something you needed to do in order to keep the horse’s weight right,” says Clara. “Now, owners are far more savvy about their horse’s needs and will look to provide a diet that helps with specific issues, such as excitable behaviour or optimising performance. There are many feeds available to address different feeding requirements, but this can make it difficult for the owner to decide which is best for their horse. With a good understanding of products, you can help your customers to choose the right feed which in turn will help to

October 2013 | Equestrian Business Monthly


Winter Feeding keep the customer coming back! Many feed manufacturers also offer in store training on products, so it’s worth setting some time aside to understand which feed to recommend and why.”

Too much choice? With so many products, choosing the right brands/ products in order to keep them selling is a challenge in itself. “Understand the needs of your customers and make the most of the advice and guidance that your Area Manager can give you on seasonality of relevant products,” says Philippa. “The majority of customers will be in the ‘leisure’ market but will require both maintenance and competition feeds. By stocking a cross section of products retailers will be able to cater for the ‘leisure’ rider and the greater demands of the competition sector. In choosing a brand of feed to retail, we would always advise considering a quality trusted brand that’s NOPS accredited and has fixed formulations so your customer is confident they are feeding the best for their horse.” “It is a good idea to stick to brands that you know sell and sell consistently well, but also those that invest in consumer awareness as this will help to drive footfall from those who know what they want,” advises Clara. “Asking customers what they use and why is also a good idea, not just in terms of customer service, it also helps you to pass on recommendations to other customers with similar issues.” “Stock should be based on a broad range of products but it can also be useful for customers to have an option to place a special order if required. We are always happy to do this if a retailer does not stock our full range, says Chris. Liz offers a word of caution on choosing by price alone, “horse owners may fluctuate in which influences drive their decision making process, yet the most prevalent influence on feed purchases are the results they see with a feed. Stockists should take note of this fact, and ensure that whilst it may be tempting to stock cheaper feeds with healthy margins, these often wont provide customers with the results they want. By ensuring you have an appropriate range of feeds, you can be sure to trial


which products sell, and which products customers stick with.” “Again, this is something feed manufacturer’s Area Managers can help you with,” adds Liz. “They know your local market too, and can help you to forecast the market requirements in advance. They probably speak to your customers as much, if not even more, than you do so they will have a thorough understanding of the seasonal impacts on feeding such as forage or pasture quality and its affect on horse’s maintaining or even putting on too much condition. They will also have a good understanding of the type of market in your area and therefore be able to help you to ensure you have the most relevant products on the shelf.” Will I’Anson of British Horse Feeds agrees that the customer is key in the decision making process.

Equestrian Business Monthly | October 2013

“As always you should listen to what your customer wants. Fundamentally that is the most important aspect. Products fall into different categories, which sounds simple, but quality and ingredients do vary a lot between brands so I would advise stocking good quality products so customers are satisfied with the results.” “At British Horse Feeds we invest a lot of time and money to support retailers by creating interest in our products and building brand loyalty through online and print advertising, social media, sponsorship of riders and events, an extensive PR campaign and attendance at local, national and international events. It is worth noting our stockist locator which is on the website and if you’re not on it please let us know; it is constantly evolving!” “When grass is making a greater contribution to the average horse’s

diet, in Spring and Summer, it’s normal for sales of traditional mixes and cubes to wane,” says Jane. “Research has shown that modern pasture and forage is deficient in a range of minerals so products to push at this time are broad spectrum vitamin supplements, licks and balancers. “Late Summer to Autumn sees grazing dropping off in quantity and quality so, for those who don’t want to start using their winter forage supplies, forage alternatives like alfalfa chops, high fibre nuggets and cubes and beet pulp can provide additional fibre while the weather is still temperate. “Once Winter sets in, whilst plenty of horses will continue to thrive on a forage plus balancer/ vitamin and mineral supplement regime, those who are working or have higher energy requirements will benefit from specially formulated conditioning feeds and other fully balanced compounds.” “Each retailer and their customers are different, and whilst sticking with a single brand that offers a good selection of products in each of the categories, it is perfectly sensible to offer a range of brands, particularly for key products, thus providing that all-important customer choice. Brands who support their feeds with considered marketing campaigns and whose field sales staff are proactive in your area, should perhaps be the ones to choose, although your customers will tell you when they’ve found a product that really works!” ■

Simply Dried Grass at it’s Best Carefully grown and produced by us in Yorkshire

Natural colour, taste and fresh grass smell High in digestible fibre

High Quality Nutrition Captured in Every Bag! Friendship Estates Ltd,

Old House Farm, Stubbs Walden, Doncaster, DN6 9BU Tel: 01302 700220

more condition per scoop TOP LINE CONDITIONING CUBES & MIX n Quite literally, more per scoop than a cheaper alternative n Quality ingredients prepared in our own unique way to ensure maximum results n Non-heating condition & top line for all horses and ponies, at rest up to hard work n Reliable, effective winter sales

Experts in Conditioning Tel: 01371 850 247 (option 1)

October 2013 | Equestrian Business Monthly


Winter Feeding PRODUCT

Veteran Vitality


High Fibre Nuts

Using only the finest Non-GM ingredients Veteran Vitality provides all the nutritional requirements for optimum health in older horses and ponies. High in fibre, but low in starch, it is ‘gentle’ on the digestive system. Ceregest GLC 1, a unique pre and probiotic blend, is included to help maintain a healthy digestive system and linseed is added as a source of Omega 3. Ideal for older horses and ponies at rest or in light to medium work, it is highly palatable and easy to chew for horses and ponies with worn or missing teeth.

Dodson & Horrell High Fibre Nuts are a low calorie, low starch, high fibre diet that is perfect for winter maintenance feeding.


Baileys’ winter menu

High Fibre Nuts are 95% whole cereal free and contain a broad spectrum package of vitamins, minerals, antioxidants, protein and fibre for a happy, healthy horse. Ideal for increasing fibre intake High Fibre Nuts can be used as a partial forage replacer for older horse and ponies.


Hay Bar appeal

Who knows what the winter will bring these days but at least this year we can assume that forage quantity and quality ought to be better than in the previous two winters. This should mean that many equines with low energy requirements will thrive on forage supplemented with Baileys Lo-Cal balancer to provide those essential nutrients, likely to be lacking in grass, hay or haylage, yet without the calories associated with a traditional mix or cube. Top Line Conditioning Cubes, for nonheating energy, and Baileys All-Round Endurance Mix, when starch intake needs controlling, are also available.

Top competition yards, studs, racehorse trainers, rehabilitation centres and veterinary hospitals are all fitting the Hay Bar system for the general welfare of their horses. Time saved filling nets and mucking out is very precious during the winter whether it be on a large yard or for the leisure rider. The days are getting shorter and we are all looking for ways to improve our efficiency. There is no wonder that Hay Bar is so popular and sales at this time of year just prove the point.


Super fibre conditioning feed


Chop chop

A super fibre conditioning feed, Fibre-Beet is a formulated blend containing all the benefits of the original Speedi-Beet product with added high quality Alfalfa for optimum condition, and to provide quality protein for muscle tone and function. Ideal for horses prone to digestive upsets and very palatable for fussy eaters, FibreBeet has added biotin for hoof quality and is approved by The Laminitis Trust. Fibre-Beet can also be used as a forage replacer (up to 60% of the daily forage allowance). Soaked and ready to feed in only 45 minutes in cold water, or 15 minutes in warm water.

The Honeychop range is different from any other as it uses home-grown and locally sourced conservation grade oat straw as standard, rather than wheat or barley straws. Oat straw has a lower lignin content which is easier for horses to digest. This is important because it is softer and tends to be more palatable than other straws.


Equestrian Business Monthly | October 2013

Five chaffs are currently produced: Original, Plus Garlic, Plus Herbs, Plus Apple and Chopped Oat Straw. Honeychop is high in fibre which is a slow realising energy that provides fuel without making a horse excitable.

October 2013 | Equestrian Business Monthly


Winter Feeding PRODUCT



Show Improver Pencils

HorseHage is a dust-free bagged forage available in four varieties – Ryegrass, High Fibre, Timothy and Alfalfa. It does not contain any chemical additives, flavourings or inoculants and the sugar in HorseHage is considerably lower than other forages. Both the High Fibre and Timothy varieties actually have a lower sugar content than hay and with lower protein and energy levels too, these two varieties can be safely fed to laminitics as well as equines that are resting or convalescing.

A barley and oat free formulation that includes Equi-Jewel, a high fat stabilised rice bran, to help maintain a steady temperament whilst supporting optimum muscle and topline development. A highly rated conditioning feed is produced to a barley-free recipe to help manage horses that may have an intolerance to cereals. The use of Saracen’s unique ‘super-fibre’ sources enables the ration to remain calorie dense, whilst at the same time; the formulation achieves a lower starch content than found in traditional conditioning feeds of this type.


Non Tip feeder


Spillers’ trial success

The Non Tip feeder’s unique, innovative design prevents wasted feed, loss of supplements or medication. Time saving and durable, the Non Tip Feeder also saves your customer’s money preventing feed loss and spoilage. Already endorsed by many of the largest polo and racing yards in Australia and New Zealand, the Non Tip Feeder has become a feeding essential. “Unique, an absolute necessity,” says Andrew Hine, England Polo Team Coach.

New feed trials have shown that eight out of ten horse owners saw Spillers Conditioning Cubes and Spillers Conditioning Mix improve condition in their horses in two weeks without causing excitability. The original recipe of Spillers Conditioning Cubes was first launched in 1968 and the product has been continually developed and improved ever since. Always keen to ensure their products live up to the highest expectations of quality and performance, the trial, involving 65 horse owners, was conducted for their current popular duo of conditioning feeds.


Relieve the boredom


Weight on or off

ReadiGrass is carefully grown and produced by Friendship Estates in Yorkshire. The unique low temperature drying process removes water but leaves the fragrant grass aroma, vibrant colour and most importantly the high nutrient value of fresh grass. This gives a feed that is more nutritious than hay, yet still contains digestible fibre. ReadiGrass can be fed to complement or completely replace a forage ration making it the ideal choice to maintain weight, add a little sparkle and relieve the boredom of stabled horses.

For good doers prone to weight gain Forage ‘n’ Fibre offers a low energy diet that is fully balanced in essential nutrients and is the perfect way to help increase the horse’s fibre intake. For horses that are prone to weight loss or who are working hard over the winter months ReadyMash Extra helps provide a high level of oils and milk powders for condition, while still maintaining high fibre level. With an extensive range Rowen Barbary has a feed for suitable for every situation and offers practical advice on feeding.


Equestrian Business Monthly | October 2013

Why use the Non Tip Feeder: ✔ Cost effective, tough, durable & highly efficient ✔ Saves money on wasted feed ✔ Ensures supplements and medication are eaten and not lost to the ground ✔ Saves constant replacement of broken buckets

“Proven, effective & joy to use, thank you Non Tip!” Andrew Hine – England Polo Team Coach & Stud Owner

EBM oct 2013.pdf 1 11/09/2013 14:08:50

Tel: 01628 822243

October 2013 | Equestrian Business Monthly




While it’s still early for Christmas gift displays to appear in equestrian stores, (unlike the large multiples who already have bulging shelves), on-the-ball retailers are already looking for those special gift items to tempt customers to spend on friends and family.


owever you plan to promote sales, whether in-store or online, planning ahead, preparing your marketing ideas early and looking for suitable products to stock now, will avoid disappointment. If you haven’t already done so, plan your staffing over the holiday period as soon as possible and check that your website can cope with the typical 30% more orders in November and December. Check with manufacturers and suppliers on their opening hours in December and January and make sure you have enough storage capacity to hold extra stock if necessary or make alternative arrangements. If you deliver goods


to the customer, either from your store or from your website, plan delivery schedules and contact your logistics supplier to confirm that they will be able to cope with demand for Christmas deliveries.

“Anticipate those lastminute shoppers.” Anticipate those last-minute shoppers too. In store these are great–provided you open on Christmas Eve! Whatever your intended opening hours leading up to Christmas and between Christmas and the New Year, let people know what they are, and remind them. Then remind them again and ask if they have enough

Equestrian Business Monthly | October 2013

of the essentials such as feed and bedding, to cover them until you re-open, as well as making sure they won’t be disappointed when it comes to purchasing those last minute gifts. Online, make sure you give clear instructions on your site so that customers know when they can realistically expect delivery of their goods and state a final ordering date for Christmas delivery on every page, highlighted when the deadline has passed. Whether online or in store, shoppers at this time of year are in a hurry, particularly Christmas ones, so make it easy for them to find what they want and they are more likely to buy it. Seasonal promotions in store can include Christmas themed items such as socks, scarves or clothing with a Christmas motif, as well as gift ideas and inspiration. So as not to distance any custom, supply gift suggestions that take care of all members of the family–for him, for her, for the kids, for the horse and for pets. Items of clothing or footwear can make a great present (ensure your customer knows your policy on returns just in case) for him or for her, along with accessories such as hats, scarves, gloves, belts or socks. Alternatively, suggest items such as skin care products for some personal pampering, or perhaps an attractive print or ornament to decorate the home. The choice for kids meanwhile is expansive; cuddly toys, cute clothing, socks or hat covers, pretty bags or jewellery, horsey cushions or duvet covers and exciting toys, books or games. For horses of course the gift list is almost endless. A new saddle,

bridle or rug could be on the cards, but make sure you remind every customer to thank their horse for its hard work in a way it will appreciate, with a packet of horse treats or a tasty lick. Don’t let them forget the family pet either– stock plenty of treats, toys or even little Christmas outfits too! Statistics do prove that 85% of horse owners buy their horses Christmas presents. Cindy Marshall-Day managing director of Heavenly Horse Ltd says, “our sales rocket at Christmas because horse owners don’t mind spending a little bit more on treats and licks during this festive time.” For web sales put gift ideas on your home page, stock Christmas-themed items and offer a gift-wrapping service. Where gifts need additional items such as batteries, ensure they can be bought at the same time, and incentivise extra purchases with offers. Customer stress-levels rise going towards Christmas, and both you and your staff will need to keep a sense of humour. Keep a professional attitude but try to see the funny side–so that you don’t return stress with stress. Importantly don’t leave it until January 2nd to think about New Year Sales. Plan January sales early, as they give ‘value shoppers’ a chance to clear all that dead stock for you. If you think your customers are canny enough to wait for the sales rather than buying at full price then advertise sales from immediately after Christmas!

Product placement George Gorman, inventor of the RS-tor rider, Polypads’ leading rider safety aid, also has some top tips. “Larger retailers may have the luxury of creating smart instore displays, but whatever your outlet size, think carefully about product placement. For example, why not consider riding safety products as pieces of tack and display them alongside saddles, bridles and protective boots, attracting customers shopping for tack? Smaller items are also ideal to display close to the till, especially if you have an attractive box or clever packaging that allows consumers to touch the product. Work with manufacturers to give you merchandising material such as DVDs and leaflets that help explain a product clearly.”

Walking stick specialists Perfect Christmas gifts: over 650 models of traditional and contemporary walking sticks, seat sticks and umbrellas

Tackle & Guns Show: Stand B138 Warren House, Hinton St. George, Somerset, TA17 8TQ

Tel 0044 (0)1460 75686 134x92EBM_Sept2013_workliteGrubsAdvert 19/09/2013 10:22 Page 1

Great grip, superb style, supreme comfort Grub’s® boots are made from the highest quality, innovative materials and technologies, to give a new level of comfortable, high performance footwear for the serious rider or general stable work.

The original and best saddle pads Full range of accessories Home to Libbys Leaders in webbing technology Two great British brands together Contact: 01842 752020

in e d d n a M gla n E

Tel: Fax: Email: Web:

01279 418052 01279 451426

WorkLite Ltd. UK main distributor for Grub’s.


October 2013 | Equestrian Business Monthly


OFF THE SHELF Slogan success Lee Buck, proprietor of Polypads, also advises how an innovative slogan proved to be a success over the Christmas period for the company’s safety aid. “The RS-tor rider safety aid is always a good seller in the run up to Christmas, as it retails at under £45, so is ideal as a gift,” says Lee. “We sometimes use the slogan ‘give the gift of safety this Christmas’ which sums up why families buy it for their loved ones. Plus with many equestrian events winding down over the winter period, people are training at home. Meanwhile, their horses’ regimes and diets are changing, perhaps making them more sharp and prone to excitability. This is the ideal time for customers to focus on safety, and make sure their back protectors, helmets and safety aids are in working order too.”

Christmas spirit

From the horse’s mouth Christina Carter Jones is the third generation in her family to operate an independent high street store. She’s better known in the horse world as the force behind Your Gift Horse and here she offers a few top tips and shares her recent experience of a major international gift fair. “The final quarter of the year is a key trading period for finding hidden profit in your retail store. The majority of your customers will be spending money on Christmas gifts from October until December – your job is to make sure some of that money goes into your tills! “Customers are walking through your door to purchase horse feed or hoof oil so your gift ideas need to be carefully displayed to maximise impulse buying. My grandfather always used to tell me that if you weren’t having something pinched from your aisle displays then they weren’t attractive enough! “Having just returned from one of the major international gift fairs, I’m full of ideas after perusing the displays on the trade stands, which get more spectacular each year. Good displays take a bit of time and creativity rather than money. Don’t be afraid to mix up categories in displays–make sure clothing mannequins have accessories such as scarves and jewellery and impulse horse wear such as pretty polo bandages and matching saddlecloths should be mixed in with more


traditional gift ideas. If you are totally lacking in ideas, take a trip to your nearest shopping centre or flick through a glossy countryside magazine and then swipe and deploy some of the best for your store. Use social media sites such as facebook and pinterest to show off your top gift picks and drive customers to your website or in store to purchase. “Horse riding is still a female dominated sport so on the run up to Christmas you may be visited by the long suffering non-horsey husband or boyfriend looking for a gift for their beloved. Jewellery is always my choice in this situation, avoiding any issues with sizing! “Offering a giftwrap service is a nice touch in store and is essential online when many gifts are dispatched directly to their recipients. If you are as bad at gift wrapping as I am, then gift bags are a quicker solution. “Finally, for those who really don’t have a clue on what to buy, gift vouchers offer a safe choice. You might also want to consider extending your normal returns period over the festive season to allow gift exchanges in the new year.”

Equestrian Business Monthly | October 2013

Use the festive season to enhance your customer service with these common sense guidelines: ■ Send a Christmas card to your database thanking them for their custom and reminding them of any festive offers or gift ideas, plus your opening times over Christmas and New Year. ■ Hold a Christmas shopping evening and invite customers to enjoy a glass of mulled wine and mince pie as they browse your festive merchandise. ■ Give a small ‘present’ with each sale in the weeks before Christmas – perhaps a chocolate or candy cane, pretty horse treat, branded key ring or calendar. ■ Consider a gift-wrapping service for smaller items, or provide gift boxes and bags, wrapping paper, ribbons and cards so that customers can get everything in one go. ■ Rotate stock on a regular basis to showcase different gift ideas to encourage more people

to buy. Highlight items that might make a good gift for nonhorsey families members too. ■ Create a ‘stocking filler’ display, with plenty of smaller items at lower price points, and give it high profile. You could even consider using a ‘buy two, get one free’ approach or ‘buy X and get related item Y at a reduced rate’ as a temptation. ■ Don’t forget the decorations! As an extra tip, you could experiment with fragrances in store to evoke more Christmas spirit (without going too overboard) – many retailers find that pine is a popular festive aroma.

Reminder Christmas day this year falls on a Wednesday, so it’s likely that Christmas Eve will see some frantic last minute trading, providing customers know you have some great Christmas stock, so don’t forget to promote it locally. ■

Easy Peasy Pull On Half Chaps for Christmas • Designed for children who want to get themselves ready for riding • Pull on over the feet and fastened under the boot with a press stud • Machine washable • Really easy to use Sizes: XS-XL RRP: £14.99 Looks great with...Polo Jodhpur Boots • Best selling children’s jodhpur boots • With quality leather uppers and rubber soles • Recently modified for greater comfort • Available for teens and adults too! Sizes: 6-2 RRP: From £29.99

For more information contact Tuffa 01953 880914 • or Battles 01522 529206

The UK’s Specialist Manufacturer of Rugs & Equipment for Small Equines

Complete Range of Rugs Available From Stock in Sizes from 2’0” to 5’0” Selected rugs now available in 5’3” and 5’6” sizes too TACK & TURNOUT Tel: 01279 410300 October 2013 | Equestrian Business Monthly



For a very safe Christmas


Grays Christmas collection

The Junior X Air ventilated riding hat from Champion combines safety, security and peace of mind with exceptional value for money to make it a great Christmas gift. Certified to BSEN1384 2012, the Junior X Air features a faux suede covered exterior for striking good looks and an integrated ventilation system for exceptional comfort. Priced from £63 and available in sizes 6 ¼ - 7 ¾, the Junior X Air is available in plain black or navy and now in navy/hot pink and black/slate.

This Christmas, Grays of Shenstone is offering rocking horses with sound and swishing tails in three sizes. In addition and following the success of the first range of exclusive cushions, two more have been added on for Christmas: ‘Keep Calm and Carry on Riding’ and ‘Keep Calm and Trot On’.


Classic Canes

Classic Canes stock over 650 walking sticks, shooting sticks and umbrellas, in traditional and contemporary styles. Favoured gifts for men this year include the new shooting stick umbrella, which is fitted with a country green canopy and a folding ground plate.

Massage horse slippers for a soothing, vibrating massage to those tired feet are also likely to prove a hit with all the family as one size fits all.


NuuMed’s woolly warmers

Other perfect gents’ gifts include thumbsticks in various native woods, tippling sticks and walking sticks topped with black Labradors, brightly coloured pheasants, any other bird and animal heads. The most fashionable ladies’ models include leopard and other animal prints and florals.

NuuMed’s extensive range of products, including a wide range of accessories, offers a perfect Christmas gift for everyone. The equine range–including wool girth sleeves, headcollar sets and grooming mitts–are always very popular. In addition, there is also a range of ‘rider wear’ accessories, which include NuuMed’s range of welly warmers with luxurious faux fur collars, and the matching faux fur headbands. The welly warmers come with warm fleece socks and wide fluffy faux fur collar to go over the top of boots.


Dinky rugs for dinky ponies

Tack & Turnout, the UK’s specialist manufacturer of rugs and equipment for small equines, offers from stock a complete range of 27 different rugs designed specifically for small ponies, miniatures, donkeys and foals, under their registered trademark ‘Dinky Rugs’.


Hat’s off to new brand

One example is the Dinky Classic Check Fleece Rug, a multipurpose top quality fleece that’s ideal as a smart show rug, a travel rug, a cooler or an under-rug. It is carefully shaped and features a silky anti-rub lining inside the shoulder area.

Heather Hats and Accessories are new kids on the block but run by people with vast experience of quality headwear manufacture. The Harris Tweed Leather Peak Baseball Cap, Flat Cap and 8-Piece Cap are available in three authentic Harris Tweeds. Heather also stocks a good selection of British Derby Tweed, Wax, Felt and Quilted hats. Several hats have distinctive contrast linings giving these traditional styles a little twist of modernity. Towards the end of October look out for a matching British Wool Tweed Tote Bag and Wallet Purse.


Equestrian Business Monthly | October 2013

October 2013 | Equestrian Business Monthly



Spring in to Christmas


Festive Foldaway

Jack Murphy is proud to launch its sensational Spring Summer ’14 Collection, which features a host of musthaves, ideal for special Christmas presents. The Jack Murphy Clara Quilted Jacket is a key piece that is comfortable, stylish and will have the recipient looking effortlessly elegant. Similarly, the Adele is a lovely casual cotton polo t-shirt ideal for an active day with the horses. Made from 100% cotton, it keeps the wearer comfy and cool along with the added protection afforded by long sleeves.

Moorland Rider’s Foldaway Shopper is a great Christmas gift for any equestrian who loves to shop…or is forever ferrying kit from one place to another. The washable bag is a new addition to the Moorland Rider range, and has a pretty horse and daisy design in purple, which contrasts to the black background colour of the bag. The material is strong yet lightweight, making it easy to fold up and put inside the matching mini bag holder that the bag is supplied with.


Festive faux fur


Waterproof chaps

BB1 Bomber has a faux suede outer and is lined in sumptuous faux fur. Available in brown and caramel it is truly unisex headwear. Also available are deerstalkers in a fabulous range of colours in faux fur: grizzly, polar bear, brown, aqua, soft blue, pink, black, cream and sherbet. A selection of other Bombers and Trapper Hats are also offered.

With a waterproof wax outer and a choice of a hard-wearing cotton inner lining or an anti-pill fleece for warmth, Knights Waterproof Wax Full Leg Chaps are a sure winner this Christmas. The waistband is made from English leather and there is a choice of buckle and eyelet fastenings, either brass or nickel plated, both with 16 adjustment settings for a perfect fit. They are ideal for many equestrian and rural activities to keep legs dry but movement unrestricted.


Jenkinsons country collection


Ashby accessories

Jenkinsons Equestrian is offering a lovely Country Collection of Christmas Cards supplied with a red envelope and blank inside for customer’s own greetings. Two new craft kits are also available from the SES range. The Iron on Beads Craft Kit is a high quality set containing a selection of brightly coloured beads ready to make into permanent designs. A great way of developing hand eye co-ordination and fine motor skills in children as well as being an excellent rainy day or party activity.

New for AW13 Puffa Country Sports presents the Ashby accessories range. This striking striped pattern is available in both gloves and socks in the autumnal colours of navy and deep orchid or navy and blue breeze. Ashby socks are a great length to wear under wellingtons or just around the house. To match, Ashby gloves have two looks. To maximize on functionality the Ashby glove can either be worn as a fingerless glove with a stylish button back feature or a mitten for extra warmth.


Equestrian Business Monthly | October 2013

October 2013 | Equestrian Business Monthly



A safe Christmas


Tuffa’s top-notch

The award-winning RS-tor (pronounced ‘Arrestor’) allows riders to stay safer in the saddle at any level. The RS-tor’s webbing assembly incorporates two shock absorbers, optimised for customers’ safety. It is simple to use–the user simply hooks the RS-tor rider safety aid’s attachment loops onto the stirrup bars, replacing the stirrup leathers over the top. Its rapid action allows instantaneous recovery from potentially dangerous situations such as falls, spooks, bucks, rears or catleaps. A professional RS-tor DVD is available to retailers free-of-charge.

If you want to stock a collection that has something for everyone, look no further than Tuffa this festive season. With boots sized between child 6 – adult 15, chaps and gaiters from XXS-XXXL and gloves and accessories too, Tuffa has something for all budgets and sizes.



Firm favourites

One product tipped to be a best seller this Christmas is Tuffa’s Country Rider–a riding boot with real wool lining and a water repellent nubuck leather outer. They are ideal for everyday riding and durable enough for the yard too.


Great grip, superb style

Sherwood’s favourite ladies neoprene lined wellingtons, the Derlington, are back for another season in either Navy or Mulberry. This rubber wellington is lightweight and comfortable with extra re-inforced seams, so it stands up to the toughest of challenges. With extra features such as an adjustable strap it is practical as well as fashionable. For extra warmth why not add Sherwood’s stripy Derrymore socks? This great two-pack of knitted socks includes Sherwood Forest branding and are warm and comfy–guaranteed to add a splash of colour to any Christmas stocking.

Whether they’re looking for a great present for a partner or riding enthusiast or wanting to treat themselves, Grub’s has a great range of boots made to stand the test of time. The Rideline 5.0 combines Grub’s unique insu-foam ultra technology with advanced 5.0 thermal engineering and has a super-dri lining, under-foot chassis, hard-toe technology and nitrocell insulating and cushioning foot-bed. The new iceline 8.5 has the additional high-loft fleece lining for extra warmth, and the trax sole with hexzorb duraprene technology.


Arlington’s a festive hit


Christmas chic

For a gift of pure comfort and luxury, Toggi’s Arlington is a gorgeously luxurious down filled quilted coat for someone special this Christmas. Stylishly featuring a detachable stretch belt, front zip fastening, side entry hand warmer pockets and a smart large collar for extra cosiness, the fabric of the Arlington has a water repellent finish to ensure it keeps its beautiful appearance for longer. Features flattering seam details for a beautifully feminine shape and a luxurious down filling to keep the wearer warm and cosy all season long.

Your Gift Horse presents a brand new collection of gifts this Christmas. For her there are new pashmina designs in mulberry, turquoise and silver. The jewellery collection is fashion led with highlights including the leather snaffle cuffs and silver and gold toned stacking bangles. A new fur headband and stole set gives a glamorous finishing touch, while the horse mad teen or kid in your life will be happy with the new range of Horse Magic fashion jewellery. Make life simple this Christmas with selection boxes from £149 with free shipping.


Equestrian Business Monthly | October 2013

NEW series LITTLE BOOKS New gift book range from Equestrian Vision, the leading equestrian DVD label.

The Little Book of Badminton, by Julian Seaman, The Little Book of Burghley, by Kate Green The Little Book of Eventing, by Julian Seaman

RRP £11.99, Eventing & Burghley, £10.99, Badminton

j Perfect bedside book j Ideal gift j Coming Soon on DVD - The Dressage Convention 2013 with Richard Davison, Carl Hester and Charlotte Dujardin

PLUS wide range of equestrian DVDs to suit all tastes

SOR Terms for Christmas - Order Now Call 01403 740440 or visit EBMOct_qtr92x134 PRODUCT

From town to country

26 September 2013 10:29:50


Equestrian themed loungewear


Hot Togs winter warmers

Two new additions to Ariat’s Country Collection will be firmly on many a Christmas wishlist. Handcrafted with thoughtful detailing for those who want to get the perfect outdoor look–while still retaining comfort and practical features–the Ariat Stanton H20 and Roseland H20 are the perfect match for country life. Both the Ariat Stanton and Roseland Boots incorporate Ariat’s ATS Technology for comfort and stability, along with a waterproof full-grain leather upper and waterproof membrane construction to keep feet dry.

Great for Christmas this range of loungewear is available for girls and ladies and features vibrant, striking designs in a range of colour combinations, great as presents that everyone will love and use time and again. Luxurious brushed cotton flannel pants and trendy vest tops each with different designs are exclusive to Horses With Attitude. Perfect for sleeping or just hanging around. They are available in girls 6-14 years and adults sizes S-XL.

Hot Togs Knee High Socks are available in three colours and are made using Thermolite yarn. They have blister protection, flat toe seams, wick moisture away from the feet and are hardwearing at the same time as being really comfortable. Hot Togs Ultra Thermal Leggings can be worn on their own and under jodhpurs and breeches. They are breathable, brushed to the inside, have a tog rating of 2.08 per cm and contain Spandex for a close fit that won’t sag.

October 2013 | Equestrian Business Monthly



‘Hacked Off’ Denim Jodhpurs


Brush up Christmas sales

These fabulously stylish Jodhpurs have an outstanding fit, quality and price. With lots of detailing including diamante crystal studs on front and back pockets, contrast stitching and embroidery, they really are a must have Christmas present. They provide excellent comfort, all day, every day and are handy for popping to the shops after the yard. They really do stand out on any shelf and look even better on. New Hacked Off stockists are now required. Contact Bex on 07772608493 Email:

The new range of conditioning and show preparation sprays and lotions from Smart Grooming are sensibly priced and an affordable addition to any grooming kit. Scissors and mane and tail thinners are also handy and ensure a humane way of keeping manes and tails smart and tidy. Boxed Borstiq Banana kits are a great addition to stock for Christmas, or why not offer a ‘pick and mix’ range of Borstiq brushes to make up a custom kit. Jute tote bags and traditional wicker baskets are also included in the range.


Fit to sit


Spartan’s Christmas Crackers

The HumanTool from Back in Action gives desk bound equestrians the ultimate core strength workout, during office hours. For professional riders a day in the saddle and a regular trip to the gym or a Pilates class may be sufficient, but to the amateur, desk bound rider, the challenge is much greater. The HumanTool is a highly developed balance ‘saddle’ which sits on any office or home chair. The saddle style seat, positions the pelvis perfectly for building core strength and mimics the position in the saddle.

Spartan Equestrian has been busy collecting a lovely selection of gifts for both children and adults for the Christmas season. Practical ideas include a new range of tweed ear warmers, neck snoods, tablet covers and great little notebooks. The pink, heather and lovat shade fabrics have been woven and manufacturered in the UK. There are noisy soft toy race horses and the cute Wilberry ponies, beaded bracelets and silver jewellery galore and bling for the horse too with crystal mane plaiting jewellery with lots of other great stocking fillers.


Bella Bella!


More eventing ‘little books’

Celebrating Edwardian elegance the Timothy Foxx Isabella Jacket is a classically styled lightweight jacket, which flatters feminine curves, without straying away too far from the brand’s fashion heritage. In British Coral tweed it features a sweeping navy corduroy shawl style collar and puff sleeves with slightly longer length arms. Double-breasted buttons are angled down towards a point, which coupled with subtle navy corduroy jet pockets and a fitted silhouette helps create a jacket with timeless appeal and grace.

Equestrian Vision has two more titles, The Little Book of Burghley by Julian Seaman and The Little Book of Eventing by Kate Green, from its newly launched gift book range. These two new eventing titles add to The Little Book of Badminton published earlier this year, creating a set of three equestrian titles. Both are beautifully illustrated with photos and are a must read for all equestrian enthusiasts and making an ideal Christmas gifts. Trade discounts are available.


Equestrian Business Monthly | October 2013


SPEAK TO PRESSPOINT When it comes to Equestrian PR and Marketing, PressPoint has been helping its Clients to stand out from the field for a very long time. Working with Clients who have both big and not so big budgets, we’ve been devising successful marketing and PR campaigns since 1984. During that time we’ve built the sort of relationships with the equestrian consumer and trade press that will really help to get your product noticed. And along the way, we’ve developed all sorts of other clever skills too, like producing websites and highly successful e-marketing campaigns, to add to our experience in graphic design and marketing. But perhaps the best thing of all, we still don’t cost the earth.

To find out more visit

01953 851513

October 2013 | Equestrian Business Monthly



Will I’Anson Scattered across the country it can be hard to put a face to a name in this business. Tea Break takes a look at various people in the industry and finds out just how they got where they are today. This month we caught up with Will I’Anson of British Horse Feeds, the equine division of I’Anson Brothers Limited. When was the company established? I’Anson Brothers Ltd is one of the United Kingdom’s leading manufacturers of premier animal feedstuffs. The company has been serving farmers in Yorkshire and the North of England since 1900, from the small market town of Masham, at the foot of Wensleydale in the Yorkshire Dales. In 2006 the British Horse Feeds division was established

and is now a popular and trusted brand, with Speedi-Beet and Fibre-Beet users worldwide.

Who was the company established by? Christopher I’Anson, my great grandfather.

How has it grown over time? Now one of the UK’s most successful specialist suppliers of

farm feeds, micronized ingredients and horse feeds, with customers in over 20 countries worldwide, I’Anson Brothers Ltd is an independent, fourth generation, family-owned and family-managed company, still based in Masham. Speedi-Beet, thanks to the unique patented process, has revolutionized the feeding of beet pulp (the product soaks in just 10 minutes, compared to 24 hours for sugar beet pellets).

What do you put the company’s success down to? We recognise that without customers we have no business–it is so important to listen to their needs, ensuring quality of product, and over delivering on customer satisfaction. We have the same ethos throughout our trading divisions and have a loyal and hardworking team to help us deliver our goals. Our equine products, Speedi-Beet and Fibre-Beet, are extremely versatile and fit in to any horse or pony’s feeding regime.

What makes the company different to other equestrian companies? The UK is seen worldwide as the benchmark for equestrian products and services and we operate in a very professional equine feed sector. Our roots are manufacture, providing nutritional sound feeds for all species and are accredited to many feed assurance schemes. We see ourselves as providers of safe, sound ingredients and feeds not only to the public but also to other feed manufacturers. Our single most important USP is our patented process, which makes the feeds quick soaking. We proudly won a Queens’s


Equestrian Business Monthly | October 2013

Award for Innovation in 2008.

What’s next for the company? We are constantly looking at new ideas through our Research and Development team. We are working closer with our feed partners, maximising our sales in all of the countries we are privileged to sell in. We are constantly ‘banging the drum’ about our products through many methods. Social media plays a big part in this and you will see a lot of activity now on our Facebook page. ■

sharp end At the

Mike Potter provides sales & retail ct him on Conta training for equestrian retailers.

This month Mike goes back to basics, discussing attitudes, aptitude and a dose of common sense.


fter many years experience of training and developing people, especially in what I believe are now called the ‘soft skills’ (what we used to call people skills) I have come to a rather basic conclusion. When people want to learn skills they really need to learn attitudes first. Many of the sales techniques I teach are fairly simple, often just developed common sense, and yet people struggle to use them and accept them. This is often down to poor attitudes, the main one being a fear of trying things outside of their comfort zone. Rather than face up to these attitude problems they would rather challenge what they are being taught and even pronounce

that there is no point learning them as they won’t work. And yet they do work and have worked for generations of sales people in both the retail and field sales environment. Sadly, I’ve come to the conclusion that once someone has decided these new skills won’t work, it’s almost impossible to change his or her attitude even when you know what the underlying reason is. It’s a similar issue with management problems. Time and again I hear owners and managers having the same problems, usually staff based, and equally the solution is usually fairly obvious and well proven. Just the same as before though, the owners and

It is imperative to tackle attitude problems swiftly

managers would rather make excuses and back down than take the tough decisions that need to be made. So the problem goes unresolved frequently to the detriment of the business, but everyone is happy and no one has had to make a tough decision or rock the boat, so that’s alright then. When the business then finds itself in difficulty, (and there are nearly twenty equestrian retailers gone in the south of the country alone), the patient is too far gone to save and no amount of sales skills or tough management decisions will save it. In this trade, when a business goes it’s heartbreaking, because you know it was someone’s life dream not just a business. They

Whatever or whoever is holding your business back, deal with it

won’t just move on to another money making venture. Like one retailer I used to deal with, whose market shop had a different name and a different product every month, they will have lost their chance to be involved in a business that was

General ‘Storming Norman’ Schwartzkopf, famous for his command in the first invasion of Iraq says in his autobiography ‘knowing the right thing to do is usually easy, the hard part is having the guts to do it’ and he is so right. their passion, horses. Whatever or whoever is holding your business back, deal with it. If learning new skills will improve your business, and they will whatever they are, learn them with an open mind, embrace them and use them. In my Army Cadet Office I have a sign over my desk which says ‘lead, follow, or get out of the way’, it’s advice which has always stood me in good stead. ■ October 2013 | Equestrian Business Monthly




Changes to the rules on advertising veterinary medicinal products, including wormers, were imposed by the European Commission and implemented by the Veterinary Medicines Directorate (VMD) in October 2013. This means that horse wormers are now only available by prescription from a Vet, Pharmacist or SQP (Suitably Qualified Person). One year on, we find out what the ban means in practical terms and what those in the know really think about the genuine worming issues. “At last it has become illegal to advertise wormers to the general public and therefore the selection of the correct medicine for the condition of the animal at the right time of year is down to animal health professionals (such as vets, SQP’s and pharmacists) and not to clever advertising campaigns,” says David Booth from Westgate Laboratories. “It is essential that animal health advisors use this opportunity to give the very best up-to-date advice and ensure that animals are being treated correctly regardless of prices, special offers and bundle deals.” Callum Blair BVMS MRCVS Senior Veterinary Advisor at Virbac Ltd concurs that putting qualified prescribers at the forefront of selling wormers is advantageous. However, “SQPs need to change their mind-set from being ‘retailers’ as they are professionally qualified individuals authorised in law to prescribe and supply POM-VPS products such as wormers,” he says. The


change in advertising regulations will only serve to re-enforce this status. The process of prescribing wormers should include a discussion with the owner about their horses and management to enable the prescriber to determine the most suitable approach to worm control and, where appropriate, wormer to use.

“The most important development over the last three years follows from the BVA advice in 2010 that wormers should only be given if there is a specific need,” agrees David. Previous regular dosing programmes have led to a dangerous rise in anthelmintic resistance and the use of worm counts has now become mainstream. “Apart from a regular annual dose for encysted redworm and tapeworm advisors should only prescribe wormers if the worm count starts to rise to an unacceptable level,” he adds.

All things equal Under the new legislation, POMVPS products can still be on display in a cabinet or behind a counter, however, guidance from the VMD states: “This practice is acceptable as long as no attempt is made to make any product(s) more prominent than the others.” so retailers must keep this in mind when arranging their stock. However, David feels that there is no need to display wormers at all! “All that is needed is an indication to the customer that wormers are available from the shop’s SQP,” he advises. In the future customers will no longer be asking for a particular brand name and therefore the retailer can limit his/her stock to one of each type of anthelmintic group and combination wormers. This will be an advantage in that fewer wormer brands will need to be stocked and turnover/shelf life a slightly reduced problem. Owner compliance and underdosing are two of the greatest challenges facing the correct use of wormers. Horse owners regularly

Resist resistance While there have been limited advances in actual worming products over the last 15 years, let alone the last 3 years, Callum describes how the concerns over the threat of wormer resistance has grown, “but so has our understanding of the epidemiology of worm infections,” he says. “This has led to a definite trend towards reducing our dependence on wormers for parasite control and the use of wormers on a more informed basis, taking into account a horse’s age, its management and Faecal Worm Egg Count (FWEC) results.”

Equestrian Business Monthly | October 2013

Westgate’s new lab with Katie and Kristy

under-estimate the weight of their horse and/or are reluctant to purchase a second syringe to ensure they have sufficient product to administer the recommended dosage. Callum describes how retailers can help with both of these issues by stocking products that aim to make the delivery of drugs easier, either through better designed syringes or alternative formulations such as tablets, and contain sufficient product to treat the heavier types of horse that are now more popular in the leisure market. “Retailers must also ensure that they stock a range of active ingredients to enable them to prescribe appropriately for different circumstances,” he advises.

SQPs Retailers who currently do not stock wormers, but would like to, need to understand what being an SQP is all about. The AMTRA and VMD websites contain a wealth of information on the process of becoming an SQP and licensing premises. Callum also advocates that it is worth speaking to other SQPs about their experiences too. “We would certainly encourage retailers who are not SQP’s to consider going down this route,” says David, adding, “the sale of wormers will not make you rich but it gives an added dimension to the service you offer your customers. Discussing worm counts results and selling wormers increases your contact with the customer who will come to you for advice and, hopefully, there will be add-on sales along the way.” Retailers who are not SQP’s can still stock

worm count kits and the SQP’s at most of the laboratories will discuss results with the customers and advise on worming.

Best practise Until now, the practise of worming a horse was left to the horse owner, often with little guidance and therefore the easiest solution was to ensure the horse was wormed by undertaking regular worming at set intervals, regardless of whether the horse was actually carrying a significant worm burden or now is. “It is our firm belief that the days of rotating wormers is coming to an end,” says David. “Pyrantels and Febenzadole and Mebendazole have limited use and the latter increasing resistance. Ivermectin is not suitable for encysted redworm and Praziquantel is used specifically for tapeworm. Moxidectin, which is still effective against encysted redworm should therefore be kept back for the all-important winter dose with the rest of the year covered by three monthly worm counts. If counts start to rise then the redworm should be treated with one of the other groups, Ivermectin being the chemical of choice. As a laboratory offering a worm count service to merchants and horse owners Westgate Laboratories does have a vested interest in saying that FEC’s are the only option at the moment if we are to slow down resistance to wormers. However, David says, “It has been a great comfort to us that the BVA, who do not have the same vested interest, are now giving the same advice.” Increasingly, parasitologists are questioning the value of rotation as a means of slowing the development of resistance. Callum offers a cautious tone on the issue: “This must not be considered as an endorsement of

the use of the same drug repeatedly every year, but an indication that we have to consider alternative approaches to achieve sustainable worm control. There are some core treatments for specific parasites that should be administered to every horse, every year, but each horse and yard must be treated as individuals. We should try to reduce our use of wormers where possible taking into account a horse’s age and management. We can employ Faecal Worm Egg Counts (FWECs) to make informed decisions on the use of drugs and to formulate targeted strategic worming programmes. ■

Add on sales

If you customers’ horses object to wormers being administered, you can help by recommending a worming bit. Horses accept this method of administration as most are used to a bit in their mouth already, which leads to effective, worry-free dispensing of the correct worming paste dosage. Suitable for the application of other supplements and medicines that come in syringe form, they are a good add on stock choice.

Special offer Verm-X is launching a new special offer pack of Verm-X Pellets for Horses and Ponies, which includes a voucher for two free worm counts worth over £18.00. The 750g pack contains an exclusive voucher for the free faecal egg count kits, courtesy of Westgate Laboratories. “This exciting offer provides new and existing customers with the opportunity to see, in black and white, the benefits of Verm-X for horses and ponies,” said Philip Ghazala of Verm-X. “We are pleased to be working with Westgate Laboratories and fully support a scientific and intelligent approach to equine management.” The pelleted form of Verm-X for Horses and Ponies makes Verm-X easy to add to feeds or to feed directly from the hand. Contact your usual Verm-X wholesaler to place an order.

October 2013 | Equestrian Business Monthly



success for Spoga

Spoga, the international trade fair for Equestrian Sports, closed with good results and innovations for Spoga Horse Spring are already in the planning.


poga Horse once again confirmed its position as the internationally leading trade fair for equestrian sports this autumn. A total of 387 exhibitors from 29 countries used the fair as a platform to present products ranging from horse and rider clothing, equestrian sports equipment, saddlery and leather goods, to healthcare products as well as feedstuff. “With 29 countries participating and accounting for 78 per cent of exhibitors, Spoga Horse has a leading role in terms of internationality among equestrian sports trade fairs all over the world,” said Katharina C. Hamma, Chief Operating Officer at Koelnmesse GmbH. “We were able to welcome more visitors from more countries here in Cologne. The high level of international stand holders and visitors and the presence of almost all the important key accounts and decision-makers are characteristic of Spoga Horse’s high standard.” Traditionally, Spoga Horse autumn takes place parallel to the gardening and leisure fair spoga+gafa. Estimates for the


last day of the fair included, the fairs attracted a total of 36,800 trade visitors from 115 countries to the exhibition centre in Cologne from September 8th to 10th. Apart from the comprehensive range of exhibitors and the high level of international influence, top-quality products and the attractive fringe events also kept visitors in high spirits. The results of the visitor survey were correspondingly positive: 75 per cent commented on the range exhibited at Spoga Horse autumn in a positive way. Roughly 75 per cent of respondents were satisfied or even very satisfied with what they had achieved with their visit, whereas 86 per cent said they would certainly or probably recommend visiting the fair to a close business associate. The Federal Association of the German Sporting Goods Industry (BSI), conceptual sponsor of Spoga Horse, also drew a positive conclusion. Tilman Meyer zu Erpen, BSI Vice President, said: “Demand for high-quality products is continuing, which is why the German equestrian sports industry and German

Equestrian Business Monthly | October 2013

Spoga Horse Innovation Awards For the 13th time, the trade magazine Equitrends and Koelnmesse awarded prizes to the best products of the industry. This year, there were prizes to be won in the three categories ‘horse and stable’, ‘rider’ and ‘saddlery and equipment’. A total of 49 manufacturers applied for the coveted award and the expert panel of judges finally nominated 15 products for the final selection. Every day at twelve O’clock the selected products were presented to the expert panel and trade visitors at

‘Innovations in 60 seconds’, as the vote of the trade visitors accounted for one third of the final results. The winners were finally announced on September 10th at 12 O’clock. ■ ‘Horse and stable’ winner was Prestige Italia S.P.A. with the bridle ‘CAPRI’. ■ CASCO International GmbH succeeded in the ‘rider’ category with the helmet ‘PRESTIGE air’. ■ EQUIscan e.K. became the winner in the category ‘saddlery and equipment’ with EQUIscan - Horseback.


‘Horse and stable’ winner was Prestige Italia S.P.A. with the bridle ‘CAPRI’

CASCO International GmbH succeeded in the ‘rider’ category with the helmet PRESTIGE air

equestrian retailers are looking towards a bright future.” Meyer zu Erpen also offered a positive summary of the event: “The numerous new products were extremely well accepted by trade fair visitors. At the same time, members of the BSI were able to profit from the fair’s high level of internationality and intensify

their international business activities. We are hoping that the many positive stimuli and good atmosphere at the fair will have a positive influence on next season.”

Looking ahead Preparations for the Spoga Horse spring events, being held

EQUIscan e.K. became the winner in the category ‘saddlery and equipment’ with EQUIscan - Horseback

from February 2nd to 4th 2014 are already in full swing. Some conceptual innovations are bound to make the spring event even more attractive for visitors and exhibitors alike. Measures for the upcoming event have objectives concerning quality as well as quantity. With a concept especially tailored for the needs of the industry, Spoga Horse will focus on directly addressing visitors abroad in spring and will get in touch with even more top decision-makers. Visitors may look forward to fashion shows at the ‘Spoga Horse Fashion Walk’ on all three days of next spring’s trade fair. In addition, the event intends to increasingly highlight important issues of the industry with interesting seminars and presentations. Concentrating on equestrian retailers and specialists of the industry, Spoga Horse spring uses the training events to strengthen its role as a communication platform and provides for the transfer of knowledge and an increased communicative exchange amongst the experts of the industry. In accordance with the high level of international focus the presentations at the ‘Spoga Horse Academy’ will be bilingual. An additional placement in a prominent location, guaranteed to draw attention, and for a good cause to boot, is the inspiration and deployment of the ‘Spoga

Horse Neo Cube’. Here, exhibitors get the opportunity to present the highlights of their product range to international trade visitors. After the trade fair, the exhibited products will be given to a centre for therapeutic riding in Cologne. Another advance concerns the project management of Spoga Horse. Franca Schlemmer (31) has taken on the position of project manager. A business graduate holding a university degree, she has been working for Koelnmesse since 2009, most recently as sales manager for the trade fairs FSB and Intermot. She is succeeding Matthias Becker (40), who is taking over the fairs EISENWARENMESSE and Asia-Pacific Sourcing as project manager.

Facts and Figures A total of 410 companies from 29 countries participated in Spoga Horse autumn, an increase from the 392 that exhibited at the same event last year. Among them were 85 exhibitors and 4 additional companies from Germany as well as 302 exhibitors and 19 additional companies from abroad. Including estimations for the last day of the fair, Spoga Horse autumn and spoga+gafa 2013 counted 36,800 visitors from 115 countries. Trade visitors from abroad accounted for 58 per cent. ■

October 2013 | Equestrian Business Monthly


What to stock for Successful Sales

Shoulder Protectors Airowear

Body protectors and air vests


t is true that riding can be a dangerous sport, and that the risks are inherent, not just with riding, but simply by being around horses. Most of the time however, many of the risks can be minimised or controlled by using the correct safety equipment. While body protectors and air vest both offer protection from injury in the event of a fall, they are not the same thing and it is wise for retailers to know the difference in order to better educate customers. Body protectors (that meet the EN13158/ BETA 2000/2009 Standard) and air vests are distinct items of equipment with different functions. Up-to-standard, foam-filled body protectors offer constant protection to wearers, whether they are on or off a horse. In contrast, air vests offer protection to riders only in the event of a fall from a horse and only upon inflation.

Champion FlexAir Body Protector Finest Brands International Sizes: nine sizes Colours: six colourways RRP: £66 - £125.00



Meeting the latest 2009 BETA safety standard & EN13158:2009, level 3, the award winning Champion FlexAir body protector combines the latest advances in design and materials. Ultra lightweight, multi layered nitrile foam, and the unique positioning of ventilation holes, offer a supremely supple yet secure feel actively moulding to the contours of a rider’s body.




Sizes: small, medium & large Colours: black or SJ Outlyne navy RRP: From £45.00

Airowear has launched new shoulder pads which are 34% lighter but provide a greater surface area of protection over the point of the shoulder. Similar to the UltraFlex technology, used within the Outlyne body protector, the new technology used within the shoulder protectors comprises individual layers of foam which move against each layer to improve flexibility, comfort and movement for the rider.

Champion Freedom Body Protector Finest Brands International Sizes: six sizes Colour: black with silver piping RRP: £102 - £15.00



The Champion Freedom body protector is expertly designed for the female figure. Combining superlative flexibility with a darted and tailored bust design, a slim and sculptured underarm and broad shoulder panel with enhanced weight distribution. Meets the latest 2009 BETA safety standard & EN13158:2009, level 3, and features multi layered ‘Cut-Flex’ manufacturing process and ‘HingeTek’ system.

Equestrian Business Monthly | October 2013

Showjumping Outlyne £1 Airowear


Sizes: from junior size Y4 to women’s size L7 in all back lengths Colours: navy / grey with cream piping RRP: From £145.00 Launched to give a safe yet sophisticated appearance the Showjumping Outlyne offers a body protector with a show jacket appearance. Combining the highest level of safety (CE Marked to EN13158:2009 and annually retested to BETA 2009 Level 3) it features a zipped style with separate chest, waist and shoulder adjustments with UltraFlex technology that moulds to the contours of the body.

Champion Guardian Shoulder Protectors Finest Brands International Sizes: S, M, L, XL Colours: black, navy RRP: £27 - £33.00



Designed to snugly fit the contours of the shoulder area, Champion’s Guardian Shoulder Protectors are available for purchase separately from a body protector and combine protection, style and comfort for outstanding performance.



Champion Vanguard Body Protector Finest Brands International Sizes: six sizes Colours: black/ gunmetal RRP: £85 - £132.00



Hi-Flex Body Protector Harry Hall

Sizes: ladies S – XL Colour: black RRP: £86.50

Helite Original Air Jacket

Treehouse Sporting Colours




Sizes: Childs S, M, L and Adults S, M, L, XL Colours: Black, Dark Green, Emerald Green, Navy Blue, Royal Blue, Red, Light Pink, Fluorescent, (Light Blue coming soon) RRP: Childs: £280.00 (Black Only) Adults: £395.00 (Black) £430.00 (Colours)


Offering the same tailored design of the Freedom body protector, the Champion Vanguard meets the latest 2009 BETA safety standard & EN13158:2009, level 3. A tabard design it features Champion’s revolutionary multi layered ‘Cut-Flex’ manufacturing process, the new ‘HingeTek’ system and a high-tech Polygiene treated inner lining.

Approved to BETA Level 3, the Hi-Flex Body Protector features a lightweight high impact absorbing foam. Highly flexible and created specifically to fit the female body. It is part-quilted with an AirMesh outer material, is rubberised, has hard wearing branded shoulder pads and reflective piping for safety. Red correct fitting indicators help to ensure correct fit and protection.

Safety Vest front zip


RS2010 Body Protector/RS2010

Sizes: Adult XS, Small, Medium, Large, XL Colours: Black, Navy, Brown, Red RRP: £433.00


Komperdell Sizes: S-XL Colour: black RRP: €279,95

Point Two Air Jackets



Presented for the first time at the Spoga Horse 2011, the front zip-vest was awarded the innovation award 2011. Incredibly light and close-fitting it features an automatic regulation of width, through an integrated, flexible adjusting system. A distinctive ladies model provides special shaping of the breast and waist and it fits especially close to the body.



The Hunter can be worn either on its own or on top of a traditional body protector. It comes without any external Point Two branding to make it less conspicuous in the hunting field and in addition, the design incorporates a sleek, zipped front. The airbag comes with a lifetime guarantee providing the jacket is serviced annually. Point Two air jackets are the only ones on the market to be CE certified by UK test house, Satra.

The Original Treehouse Air Jacket by Helite has a multi-directional triggering system to ensure safe release of the rider in all situations. The inflation time of a Helite Air Jacket is 0.1 seconds. Protection is given to the full length of the back and chest, as well as protection for the sides and back of the neck. When used with a BETA approved Level 3 body protector the Air Jacket improves protection to the spine by up to 69%.



Sizes: 10, with a choice of back length. Full range of child’s and adult. Colours: full 22 colour range, single or two coloured options. RRP: £105 - £180.00

The RS2010 is a high specification body protector with the flex of up to seventy independently hinged foam sections circulating air throughout. It is approved to EN13158:2009 (Level 3) and BETA 2009 (Level 3). A full range of standard sizes are all available with additional adjustments and it is designed to compliment the bespoke Racesafe crosscountry outfits.

October 2013 | Equestrian Business Monthly



Rodney Powell Elite X2ESP Body Protector Westgate EFI £66.9 9+

Rodney Powell Tabard Body Protector Westgate EFI £47.9

Contacts Airowear +44 (0) 01434 632816


Sizes: ages 2/3 up to Large Adult. Extensive width and length options; bespoke sizes also available. Colours: black or navy as standard; bespoke colours to order. RRP: child’s from £66.99, adult’s from £108.99

Finest Brands International +44 (0)113 270 7000

Sizes: child’s xsmall to xlarge or adult small and medium Colours: black with orange trim RRP: child sizes £47.99, adult sizes £77.50 Harry Hall +44 (0)1274 711101

A new addition to the Rodney Powell range, this tabard style body protector has waist and shoulder adjustment with hook and loop fastening, a nylon wipe-clean outer fabric and mesh lining. Offering maximum adjustability and keenly priced, the product is especially suited to growing children. Approved to BETA 2009 Level 3, EN13158 and ASTM standards.

The Rodney Powell Elite X2ESP Body Protector is designed to be lightweight, flexible and breathable for maximum comfort. Heat responsive foam moulds to the wearer’s shape, while a reinforced column down the centre of the back panel offers enhanced spinal protection over and above that required in testing. Conforms to BETA 2009 Level 3 and BSEN13158 Level 3.

Komperdell +0043-(0)6232-4201-0 Point Two +44 (0)1306 621368 Racesafe +44 (0)1536 771051 Treehouse Sporting Colours +44 (0)1299 851625 Westgate EFI (distributor: Rodney Powell) +44 (0)1303 872277

Premium Equestrian Magazine Liven up your sales with Multi-platform Content

■ Quality Glossy Magazine ■ Digital Edition ■ Interactive Website (

■ EQ Life covers all equestrian disciplines and provides real insight into the equestrian world as a whole

■ Weekly EQ Life pages in the Eastern Daily Press and East Anglian Daily Times promoting EQ Life brand to 100,000 readers each month

■ EQ Life is published monthly by Archant Anglia, the UK’s leading independent publisher for regional magazines. No other publisher or brand offers more within the equestrian market to target premium equestrian consumers

■ EQ Life is more than just a regional equestrian publication – its content is fresh, unique and seriously readable

To breathe some life into your sales; National contact Sharon Long on 01953 852931 or email Regional contact (Norfolk, Suffolk, Essex & Cambridgeshire) Sally Hornsey Tel: 07971 085451 n Magazine

Your East Anglian Equestria



W Bu




n Magazine

Your East Anglian Equestria



CAv w AL Ort LO H GO OvE O r £5DiES 00


n Magazine

Your East Anglian Equestria




n Magazine

Your East Anglian Equestria

- re PAG sultsEs - da


Po n

Fu lu n



: High Fen Riding club interview
















Is your farrier


Home of horses

Celebrating talent

Property & stabling For horses and humans Buzz off!

Favourite ride Harling Forest

Summer protection

Show Success



Have a go at… Horse boarding

ng Top tips for travelli

event reports, results

& show dates

July 2013 £2.99

Norfolk’s New Hotspot Iceni Sport Horses Over 16 pages of

My favourite ride

My Hat saved my life


Equestrian Business Monthly | October 2013

Olympic Legacy’s


ExclusivE intErviE


blood” “Eventing is in our the Edmundson Family

polo preview

Working with horses

Dressage to music

June 2013 £2.99

Sharon Hunt Goes back to school Have a go at...

EaSt anglia’S

Unsung heroes


Oct 2013 £2.99

d hits norfolk Ride Round Englan Kids’ classroom •

Dodger diaries Pony Power •


the Olympic legacy

How to… clean tack


Norfolk’s Fleur Hawes Life on the circuit

Take Back the Reins:

local legends

Suffolk Spectacular

Get on the career ladder


Show dates special part 1

Burghley Bound? Sharon Hunt’s top 3 tips Favourite ride Thorndon, Essex


Spotlight on back pain East Anglia’s unsung heroes Have a go at… vaulting

Sept 2013 £2.99

FASHION: New Year, New You


Aldeby, Suffolk Reader’s Story: from Spain to Norfolk Plus this month... Saddle shots & Pawtraits

Pony Power

Jan 2013 £2.95


East Anglia

Event reports & results



new knowledge

Research and development are important in all business sectors, yet they are often relegated to the bottom of the ‘to do’ pile. However, it is only by researching and developing that new knowledge is created.


n times of recession when money is tight, they tend to be ignored. However, when the economy is buoyant and orders are pouring in, lack of time is often the limiting factor. Of course, ‘success’ can limit R and D because, when a product is selling well, it can seem there is no call for innovation and development! The equestrian industry overall and the saddlery industry in particular, have achieved some notable developments and today’s riders are spoilt for choice. Numerous products help horse and rider to produce optimum performance in virtually every equestrian discipline and sport. Taking saddles as an example: there are specific designs that fulfil the particular needs of virtually every type of equestrian discipline and sport. There are several niches for entrepreneurs to fill however. When I was three- day evening I always seemed to have difficulty in finding lungeing cavessons that fitted my horses correctly. Notice the plural - I didn’t expect a ‘one size suits all’. Judging by the conditions I witness when visiting yards, the situation is still very commonplace. Another area where we don’t seem to have got it quite right relates to the tall rider with slim legs and a high instep. Sadly I am not of that build myself but I do have clients with model-like proportions who complain that it’s impossible to buy readymade boots that provide them with a reasonable fit. Nor, as far as I am aware, has a solution been found to carrying two buckets full of water - they always seem to slop over onto/into boots. I am mindful of the yoke that was used on farms: it was worn around the neck and rested on the shoulders. I have never quite ‘got’ how it is possible to lift the second bucket to attach to the yoke without tipping over the first - bad design or bad practice? Or do you pick up the entire thing in one go? Tricky! Anyway - I think there is space for

I have set up The Saddleworld Fellowship to encourage research that will increase understanding of the special considerations that apply to saddle fitting ponies. This has been undertaken in conjunction with Hadlow College (Graded Outstanding, considered to have one of the best equine departments in the UK). All Hadlow students in the second year of their BSc Equine Management programme were eligible to apply. After much deliberation we selected four finalists, all of whom were interviewed by a panel chaired by me. The standard was very high but the judges unanimously selected Kayley Lanston.

product development. Of course, not all research involves development of a new product. I have been saddle fitting for well over thirty years during which time I have undertaken a great deal of research, the vast majority of which relates to horses. Throughout this period I have becoming increasingly aware that ponies tend to be the poor relations in this sphere. Whereas the vast majority of horses have their saddles fitted, it is relatively rare in the case of ponies. This is unrealistic. Pause to consider the many different breeds of pony native to the British Isles. The conformation of these breeds varies enormously and is often quite idiosyncratic. Some native breeds lack the wither definition that is such an important factor in saddle fitting. Furthermore, flat withers are often combined with a flat and wide

back. In the case of the native pony/ Arab cross, these idiosyncrasies are often further compounded by a high croup. Another complication is that in its natural state, the native pony’s condition can be subject to huge seasonal variations. Careful management of the domesticated pony can control these seasonal variations to some extent but far from completely. The mere sight of green grass is enough to turn the ‘trim’ into the ‘tubby’. Twenty-year-old Kayley, the owner of two native ponies, comments: “The Fellowship

will enable me to increase my knowledge of a subject that is an essential part of equine management. I look forward to producing a well-researched investigation which I hope will throw some new light onto the subject of ponies and saddles.” Saddleworld will be paying Kayley for her research and she will be assisted by me and by her tutor at Hadlow I would like to suggest the Saddleworld Fellowship is perceived as a blueprint that encourages others, in all branches of the equestrian industry, to set up similar schemes. Paying motivated students to undertake research would benefit them financially and some of the resulting research could have genuine commercial and/ or welfare value. Anything that encourages new entrants to think laterally has to be good. ■

KEN LYNDON-DYKES is an ex-international level three-day-event rider. A qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, he 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 relation to saddlery-related claims and disputes. He is also well-known as an inspirational and interesting lecturer/speaker.

October 2013 | Equestrian Business Monthly



Think pink

Think Pink from Brinicombe Equine is a powdered concentrated feed balancer which offers unbeatable value and includes a broad spectrum of vitamins and minerals and specially selected probiotics to support a healthy digestive system with added linseed oil for coat condition. Think Pink is a versatile feed balancer that doesn’t add any bulk to the horse’s diet and can also be used as a short term pick me up when extra support is needed for maintaining condition through seasonal changes. PRODUCT

Renowned range


Fashion focus

Equi-Direct (the Fashion brand from Equisafety) offers this quilted jacket made from soft polyester. Waterresistant, breathable and lightweight it features a two-way front zip, padding for extra warmth, two front zip pockets and a snug “puff” collar. It also has a wide, elasticated belt and sculpted black panels. The sleeves are detachable, offering a gilet for warmer weather. Available is sizes from S – XXXL, colours encompass sunflower yellow, fuschia pink and tropical orange. PRODUCT

Eskadron’s halfneck turnout

Earlswood Supplies is a family owned business committed to supplying high quality products accompanied by unbeatable, personal customer care. The company supplies a large range of stable and tack room equipment , hardware, gate fittings, tools (specialising in wheelbarrows and bins), accessories, rubber matting , smallholder poultry products and rodenticides. It is renowned for its range of high quality competitively priced Carrimore products. Large stockholding allows a rapid response to all orders placed with next day delivery available.

The waterproof and breathable 840 denier outer woven fabric and the new half-neck cut make this rug an all-rounder for the field, paddock and travelling. The nylon inside in the chest and neck area prevents rubbing whilst the fleece in the remaining area keeps the horse warm and wicks away sweat. The specially cut neck provides additional protection against wetness and the freedom gussets ensure comfortable freedom of movement. Cross surcingles, triple adjustment at the front, adjustable hindleg straps and tail strap ensure the secure fit of the rug.


Decahedron’s Monkey Business

2013 marks the 15th Anniversary since the launch of the Elico Equine Decahedron. The equine stable toy helps prevent stable boredom and also can be used as a trickle-feeder and is proven in tests to reduce stereotypical stable vices The Decahedrons were recently featured on Animal Planet’s Monkey Life programme as they had been found to help prevent boredom in monkeys. They were given to a bachelor group of chimps who had a whale of a time with them.


Equestrian Business Monthly | October 2013


Every day tangle away

This new product maintains a tangle free, conditioned full mane and tail, leaving a silky feel and lustrous shine, while protecting the tail hairs from breakage. Coat Shine & Mud repeller offers instant shine and condition, coating individual hair strands and protecting against dust and stains. Gloss in a bottle–this all in one fine mist is a professional level grooming product to not only show a horse’s coat at its best but also detangle tails and repel mud.


Dumpy not frumpy


Wahl’s winter ear care

The design team at Measom is pleased to announce the addition of a new 300ml size to their popular stock Dumpy bottle range. The name of these bottles perfectly describes the shape of this cute looking round bottle, manufactured from stock in clear PVC.

Wahl Easy Ear Cleaner is a free flowing cleansing fluid based on natural ingredients including aloe vera gel and menthol to soothe and cool any irritation, plus camphor to assist in reducing inflammation and eucalyptus to discourage mites and other nasties.

The collection is available in 30ml with 18mm neck, 60ml with 18mm neck and the new 300ml with 28mm neck. The range has proved so popular that larger sizes are now being introduced.

This perfectly balanced formula contains no harmful detergents or cleansers and effectively removes dust, dirt and earwax with little or no rubbing required. When ear hair can get thick, checking and cleaning the area with Wahl Easy Ear Cleaner on a regular basis can help prevent problems from developing.


Ahead of rodents

Rats and mice will happily live outdoors during the summer months when food is plentiful in the fields and hedgerows. However, come harvest, the story can quickly change. They migrate to areas where they can find a sustainable food source. Rodenticide manufacturer PelGar International, is available to train staff and users alike. Contact them for more information or for copies of their free DVD which provides information on rodent control in more detail and can be used for both staff and customer training. PRODUCT

SeaHorse seaweed

SeaHorse Atlantic Ltd is the first in Ireland to introduce a veterinary recommended seaweed supplement for horses formulated from a unique species of kelp. Sourced from the purest of the Atlantic Ocean it is grown in controlled environments and monitored constantly ensuring the seaweed never comes into contact with any external factors. The kelp is grown at a specific level in the water column and absorbs the nutrient rich waters around it. Harvest takes place at a time of highest nutrient content.


Worm count service

Westgate Labs tailor made worm count service for shops and merchants has proved an ideal addition to customer service for many retailers over the past year. If your wormer sales are falling off, as they should be, then why not profit from an easy to start, tailor made worm count service for your customers? All paperwork with your headings, results returned to your shop and absolutely no set up charges. Use the experts, much easier than DIY. Westgate Labs will be happy to talk to you about individual requirements for your business. PRODUCT

A quiet revolution

It might be hard to believe that a battery pack clipper with a clip time as long as 3½ hours can be fully charged in just 4½ hours, but that’s exactly what the new Wolseley Goshawk clipper offers. The new clipper also boasts a powerful 100 watt rated motor and is exceptionally quiet with little vibration, making it ideal for customers with young or nervous horses. At just 635 gm, the Goshawk is light and well-balanced with a short, slim grip handle to make clipping easier especially around difficult places. October 2013 | Equestrian Business Monthly


SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122 a Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 a Acorn Developments +44 (0)1432 276600

Earlswood Supplies +44 (0)8450 171351

Harold Moore +44 (0)114 2700513

Likit For orders Westgate EFI +44 (0)1303 872277

Eazitools Equestrian +44 (0)1302 746077

Haybar +44 (0)1723 882434

Littlemax +44 (0)1668 213467

Albedo100 UK Ltd +44 (0)113 3955266

Equestrian Creative Network

Allen and Page +44 (0)1362 822900 a

Andover Healthcare, Inc. +1 978 4650044 a a a a a

EQ Life Magazine +44 (0)1953 852946

Equi-Ads +44 (0)1738 567700

Equimat +44 (0)1536 513456 a

Animal Health Company +44 (0)1787 476400

Equine Speedskip +44 (0)1989 769435

B Jenkinson & Sons Ltd +44 (0)1924 454681

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320 a a

Baileys Horse Feeds +44 (0)1371 850247 a

Bedmax Shavings +44 (0)1922 621676 a

Brinicombe Equine +44 (0)8700 606206 a

British Horse Feeds +44 (0)1765 680300 a

Champion + 44 (0)113 2707007

Charles Owen +44 (0)1978 317777

Clarendon Equestrian Ltd +44 (0)1825 733361

Classic Showjumps +44 (0)161 765 2010 / 2014

Clipper Sharp +44 (0)1823 681076 a

Holdsworth PR +44 (0)1903 892060 a

Honeychop Horse Feeds +44 (0)1359 230823 a

Horse & Jockey Ltd +44 (0)1981 550467 aa

a LS Sales (Farnam) Ltd +44 (0)1608 683855 aa Maquien Design +44 (0)8000 925699 a Maxavita +44 (0)8450 752754 a Mears Country Jackets Ltd +44 (0)1922 476930 a Measom Freer +44 (0)116 2881588 a

Smart Grooming +44 (0)1823 681076 a Solocomb +44 (0)1235 511358

Spartan Equestrian Products +44 (0)1474 705065

Spoga + Gafa +44 (0)208 6818166

Sportmark by Signam +44 (0)1926 417300

www. a

Stable Safe +44 (0)7500 091650 a

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

Mirrors for Training +44 (0)1902 791207 a

Horse Health Trade +44 (0)2380 814360

New Equine Wear +44 (0)1172 303700

www.taurusfootwearandleathers. a

EquiAmi Ltd +44 (0)1584 891049 Equine Management +44 (0)1825 840002 a

Equisafety Ltd +44 (0)1516 787182 a

Exo2 +44 (0)1335 372600

Faulks & Co. +44 (0)1455 848184 a

Fly Away +44 (0)1384 877857

Friendship Estates +44 (0)1302 700220 a

Fynalite +44 (0)1789 764848

Cox Agri +44 (0)845 600 8081

Gain Horse Feeds +44 (0)7912 197000

Creative Equine Marketing +44 (0)780 3728646

Global Herbs +44 (0)1243 773363 a a

Dodson and Horrell +44 (0)1832 737300

Golly Galoshes +44 (0)7585 557775

Grays of Shenstone +44 (0)1543 483344 a

Durango +1 740-753-1951

Hilton Herbs Ltd +44 (0)1460 270700

Silvermoor +44 (0)1665 602587

Merial Animal Health Ltd +44 (0)1279 775858


Dog Rocks +44 (0)1628 822 243

Hemp Technology Ltd +44 (0)1986 835678 a

Horsefair +44 (0)1264 811425 a a

Griffin Nuumed +44 (0)1458 210324 a

Horses with Attitude +44 (0)1274 852139

Horseware Ireland +353 42 9389000

Horslyx +44 (0)16973 32592

Hucklesby Associates +44 (0)1362 696309

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334

Jack Murphy +44 (0)1768 867590

Kate Negus +44 (0)1249 740590 a

Keratex +44 (0)1373 827649 a

Kevin Bacon’s +44 (0)1296 662473 a

Toggi +44 (0)113 2707007

Parallax Plastics Ltd +44 (0)115 966 3836

Top Paddock +44 (0)1469 563995

Pellet Beds +44 (0)1789 761333

PelGar +44 (0)1420 80744 www

Pfizer Animal Health +44 (0)1304 616161 aa a

Vale Brothers +44 (0)1239 614648 a

Virbac Animal Health +44 (0)1359 243243

PressPoint +44 (0)1953 851513 aa

Rima Exports +91 972 1504005 a a

Robinson Animal Healthcare +44 (0)1909 735000 a

Rockall +44 (0)121 5558334 a

Saracen Horse Feeds + 44 (0)1622 718 487

Life Data Labs Inc +1 256 3707555

Trelawne Equine Ltd +44 (0)8442 578585

Vetericyn +353 91 796896

Kozi Kidz +44 (0)1302 746680 a a a

Rockies +44 (0)1606 595025

Lets Talk Horses + 44 (0)1953 850678

Taurus Footwear and Leathers Ltd +44 (0)1328 851432

Parkgate Equestrian +44 (0)1306 631374 a

Stormsure +44 (0)3333 441500 a a

Seaquim +353 (0)8623 64609

Science Supplements +44 (0)8456 800606

W F Young, Inc +001 413 526 9999 a

Wahl +44 (0)1227 740555 a

Westgate EFI Ltd +44 (0)1303 872277 a Westgate Labs +44 (0)1670791994 aa

Worklite Ltd +44 (0)1279 418052 a

Your Gift Horse +44 (0)1454 510102 a

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.


Equestrian Business Monthly | October 2013

“From small acorns great forests grow�

October 2013 | Equestrian Business Monthly

TEL: +44 (0) 115 942 4265


JAC K M U R P H Y AU T U M N W I N T E R 2 0 1 3

Irresistible IrishClothing

Contact our Sales Team to View the Collection Now M: +44 7811 388 493 T: +44 1768 867590 E:

EBM OCT 13